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ASPCA picks Laughlin Constable as digital agency of record

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Laughlin Constable announced today (July 11) that the ASPCA has selected it as digital agency of record.

The first animal welfare organization in North America has asked Laughlin Constable to manage all digital campaigns and analytics.

The non-profit was in search of an agency to help it increase its online fundraising, by acquiring new donors, improving media buying and planning efforts, and develop a ‘comprehensive’ analytics system. To help the ASPCA® reach its goal of growing their donor base, LC will leverage current data to create new insights as well as test new digital tactics. The new media plan will go live early next year.

Luke Franklin, the ASPCA’s vice president of membership said of its eventual choice, “LC was the right partner for us because of their proven expertise in the digital media space and their shared passion of our mission.”

Vanessa Watts, Laughlin Constable’s executive vice president and media director said, “Our robust programmatic offering and internal trade desk make us the right fit for the ASPCA® and the digital marketing goals they have set. As a pet-inclusive office, we share in the ASPCA’s work as the nation’s leading voice for animals. We look forward to bringing that energy into their growing digital program and helping take their brand to the next level.”

This win came off the heels of firing longtime chief creative officer Dan Fietsam from the Milwaukee-based shop, after public claims of sexual harassment were levied against the industry veteran at a local ad club event.

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Driving sales and profits with Facebook Ads

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SMX entrance sign

Attendees on the second day of SMX East were treated to a double-dose of incredible presentations about Facebook advertising. Veronica McGhee of Cramer-Krasselt and Michelle Morgan of Clix Marketing gave away some great strategies on how to succeed with Facebook ads in any industry.

‘Facebook advertising success’ with Veronica McGhee

Veronica kicked off the session with success she’s seen on Facebook in terms of driving revenue, correctly set up the tracking and then properly attribute the value of your Facebook Ads. Let’s break down the main categories of success.

Pixels and custom events

Facebook recently released a new cookie option that would allow advertisers to capture analytics data from browsers blocking third-party cookies like Safari. ASll advertisers are now opted in to the new cookie. No matter which pixel you are using, you must add it to your site to start tracking revenue or proxy metrics.

In your event settings, you’re going to see all the events that are associated with your site and not just the events associated with ads. And if you need to use custom parameters, work with your developers to get them in place so you can capture elements such as currency, value and when the action took place.

If you need options for offline revenue tracking, you can use a direct API connection to Facebook from POS devices. You can also manually upload CSV data if API connections are not an option. Your data will get stale after seven days if not uploaded on a regular basis.

Custom conversions and audience lists

Veronica gave two rules for creating custom conversions and audience lists. First, each custom conversion must have a corresponding audience list. Second, continually build new audience lists. You can create custom conversions in Facebook by going to Events Manager, then Custom Conversions, then Create Custom Conversion. Offline events can also be set up when looking under “Data Sources.”

setting up conversions slide

After your conversions are built, start building custom audiences. For ecommerce accounts, consider audiences for website traffic, customer lists, and offline activities you can import into Facebook. Next, make sure you have lookalike lists created for each custom audience. This will help you expand your reach to users with similar attributes as your current targets.

Segmenting audiences

Veronica recommends to segment your audiences in three ways. First, use interest targeting. Then launch retargeting. Last, launch your lookalike audiences. This approach allows you to build a solid cookie list of current converters. Then you can tackle the lower funnel users with retargeting before having to test out broader audiences.

marketing approach slide

While these three steps are a great place to start with your audiences, make sure you are not overlapping them. Lookalike audiences should be excluded from your retargeting lists. And in most cases, exclude converters from your retargeting lists too. This isn’t going to apply every time. Understand where your audiences could overlap depending on your users’ behavior.

Optimizing for revenue

Before we look at optimizing, we have to check one last time that our conversion data is pulling properly into Facebook. If all lines up, start with conversion campaign objectives to optimize for revenue or the proxy metrics mentioned earlier. Then optimize for the most broad conversion types to generate data. Once you have data collected, what’s next?

marketing campaigns launched slide

Go back to the segmentation of your audiences like we talked about. Veronica then mentions how we can create custom lists to start utilizing high value audiences. Create an audiences for users on your customer lists who purchased at least a certain value. Also try a custom list of users who a certain minimum AOV. These users are the best ones to come back and spend money again which will only help your Facebook ad performance.

See the full presentation:

Facebook Advertising Success By Veronica McGhee from Search Marketing Expo – SMX

‘Winning B2B strategies with Facebook Ads’ with Michelle Morgan

Michelle breaks down how so many advertisers see Facebook as a place to only sell socks or make up or any other fun things you can buy at a store. While B2B marketing on Facebook is more of an uphill battle, it can be done, and Michelle explains how.

Audiences

You might have heard Facebook has had some issues recently and had to remove a lot of targeting options which were valuable to B2B marketers. So what can B2B advertisers do now? Certain targeting options have come back such as job titles, employers, and industries but in a limited way. Also, people typically don’t go to Facebook to say, “Here’s all the information about my job.” So with the lack of industry targeting in Facebook, lookalike audiences can really help.

presentation slide

One example is to upload your conversion data into Facebook at least every seven days (ideally every day) so the audience stays fresh. Then you can create lookalikes off of a refreshed conversion list to try and find more users who are closely related to your current customers. Just be careful with lookalikes because you’re only going to get the value out of lookalikes from what you put into them. If you throw in a list of random customers with no pattern or purpose, don’t be surprised if the lookalike targeting does not work at all.

Creative

How many times do we see the same, super-boring, tech-spec heavy ads? A lot, right? Most people don’t want to see a pushy message on Facebook when they’re trying to catch up with personal connections. Instead of trying to sell all of the time, try talking to people. You might be trying to sell to a company, but a person has to make the purchase decision.

presentation slide

Always remember the company and individual end goal. One example Michelle showed (image above) was for a CRM program just for non-profit companies. Instead of showing an ad talking about all of the CRM features, the company used an ad that emphasized how they can help non-profits meet their end goal of impacting the world in a better way. The ad that spoke to the end goal instead of the features performed much better because they focused on making the personal connection and not the sale.

Call-to-Actions

B2B marketers typically think of pricing as the end revenue, but that only works for ecommerce. The price on the front end of Facebook is the user’s time, attention, and possibly some information. Those are what B2B marketers typically ask from people and not the direct sale necessarily. Asking for a demo sign up right away can work, but it can also come off as desperate. A user who has never engaged with your brand most likely needs to be nurtured a little more. Use the proper CTA that will help the user instead of asking too much from them. Last the CTAs we use should change depending on where that user is in the funnel which brings us to our next point…

Campaign structures

Michelle then went through the process on how to set up our B2B Facebook campaigns so we can set them up once, and the user can march themselves through the rest of the process. Let’s take a look at the example she shared.

presentation slide

As our ad sets target broader audiences, we need to do two things. First we need to capture whether the user has performed the desired action in the initial ad set. If the user moves into a more specific audience, we then need to make sure we are negating that user from the broader audiences. This will then keep your audiences clean, but more importantly making sure the user isn’t seeing conflicting marketing messages in their specific stage of the funnel.

See the full presentation:

Winning B2B Strategies with Facebook Ads By Michelle Morgan from Search Marketing Expo – SMX

The post Driving sales and profits with Facebook Ads appeared first on Marketing Land.

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Data & Analytics

Nobody Settles for Average

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Remember the slogan, “Things Go Better with Coke?” Today, those things are coffee and data.

When Coca-Cola announced its decision to buy British coffee shop chain Costa, many were quick to attribute the move to the company’s ongoing efforts to diversify its product offering. This makes sense, but, more important, with the acquisition of physical stores, the move also gives Coke access to something it increasingly needs: first-party data.

Like most packaged goods brands, the company has largely been separated from its customers and relied primarily on traditional partners (think movie theaters and 7-Eleven) to sell its products. While it has heavily invested in building its brand and understanding customers, it could never speak to people as individuals. It was great to buy a Coke personalized with my name, but it was done anonymously. Coke may be “The Real Thing,” and that may resonate with a lot of people, but now Coke, and everyone else, needs to better understand its customers.

Why? Because, today, nobody settles for average.

They want what they want, when and where they want it. They’re buying your product; they expect it to be amazing. In a recent research study by Epsilon, 80% of consumers said that they would only consider buying a product if they feel it delivers a personalized experience.

The brands that currently deliver these experiences have either amassed an astonishing amount of data from their customers or they are highly focused on niche experiences and build on data from the ground up (think Stitch Fix or Warby Parker). More traditional brands are scrambling to catch up, which is driving everything from martech investments to direct-to-consumer (DTC) plays—like Coke’s recent purchase.

That said, the approach is only half of what’s needed, as the majority of brands investing heavily in data and technology are not getting the response they want. In a recent study, 59% of marketing leaders revealed that they’re not happy with their marketing investments.

This is because treating people as individuals is not merely about data and a sophisticated martech stack; it requires a new mindset and requires you to do these three things: know your audience, speak their language, and understand their world.

Know your audience

Gaming app Discord has become integral to online social experiences for gamers, content creators (via Patreon), and their communities around the world. Rather than monetizing its voice chat and social functions, Discord decided to sell these communities’ games directly to its users via an integrated store. Discord's unique ability to know its audience results from its heavy use of user-submitted content (all of the text on the app's loading screens comes from user submissions).

In other words, Discord is using its deep interaction with its users to inform its monetization strategy. All brands — from shampoo to cars — need to get to know their audience in this intimate way if they want to be relevant and remove the real pain points.

Speak their language

There’s no value in knowing your customers if you can’t connect with them on their terms. Like many brands, Athleta is focused on attracting young customers. Recently, the brand surfaced a critical insight that wasn’t about sales or style preference, but a hard truth about girls and sports: Athleta discovered that by the age of 14, many girls lose confidence and stop playing sports.

To connect on a deeper level, the brand realized it had to speak directly to girls in their own language, rather than merely selling them a product. This resulted in the inspiring “Stay in the Game” campaign that enlisted young people to urge their peers to keep playing. By doing this, Athleta was able to speak in the language of the exact audience it was trying to reach.

Understand their world

Feminine and sexual products company Lola started with a simple fact: The manufacturers of such products rarely reveal how their products are made. But many women today take great care with what they eat and put on their bodies, with healthy and organic options top of mind. And so, Lola goes to great length to source wholesome materials and shares that information freely with its customers.

By truly understanding the world of their target audience, Lola was able to deliver a differentiated product that did not previously exist for this customer base. This did not require a sophisticated predictive analytics model. Instead, it required a deep understanding of the audience and how they live their lives.

Of course, the devil is in the details. Doing these three things right requires direct access to consumers that enables a brand to amass data — and then the ability to make sense of it all and turn that into action. This is not easy — and you may find yourself buying a coffee chain — but if you know your consumers, speak their language, and understand their world, it gets a lot easier.

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Why did SAP buy Qualtrics?

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On Sunday, SAP again redefined the capabilities of its marketing platform, announcing the acquisition of survey and research firm Qualtric for $8 billion.

Qualtrics offers survey software for assessing customer and employee attitudes for about 9000 enterprise customers. Based in Provo, Utah and Seattle, the company said it would maintain those headquarters and its separate brand, even as it integrates into the SAP ecosystem.

Projecting $400 million in revenue this year, Qualtrics had been preparing to go public, following a similar path by its main competitor, SurveyMonkey.

Why this acquisition? But, given the enormous price tag, the key question is: Why did SAP make this purchase?

The two companies are pitching the idea that Qualtrics offers X-data, or experience-related data, which, when married to SAP’s operational data, provides a complete view of experience management:

According to Andrew Joiner, CEO of customer experience management firm InMoment, the price shows the “strong demand for technology that helps companies tap into experience data,” in this case by getting survey answers from customers, would-be customers and employees at scale.

It also points the way to the next level, where survey responses can be enhanced with other data layers to create a multi-dimensional assessment of customers and employees, he said via email. If successful in doing so, this makes SAP’s operational and identity data all the more valuable because of how it helps understand users and workers at scale.

“An ultra high-definition picture” of customer relationships. In fact, Tony Kavanagh, CMO of CRM Insightly, said that “the only way to effectively manage customer relationships is to build an ultra high-definition picture of them using data,” based on survey-generated preferences, interactions and usage data.

Combined with AI and CRM, he said, this gives SAP “a very robust customer engagement platform” for competing against major marketing platforms like Salesforce, Adobe and Microsoft. What SAP had been missing that Qualtrics provides, he said, was “a structured way to understand and map a [customer’s] journey.”

But Gartner VP Andrew Frank emailed that this acquisition wasn’t a directly reactive move against SAP’s biggest marketing cloud competitors.

Instead, he said, it is “more of a bet on differentiation,” which can be utilized in conjunction with marketing analytics and performance management tools.

Nearly 70 acquisitions. “SAP has to set its own footprint,” Gartner Senior Director/analyst Ilona Hansen said, “and is developing its own unique culture going forward to be successful and for standing out of their competitors.”

She noted that Qualtrics offers more than just customer surveys to define the customer journey and expand on customer relationship management, including employee surveys, product assessment and brand awareness, and these all fit well into SAP’s strategy of positioning itself for the “intelligent enterprise.”

The Qualtrics purchase is only the latest of nearly 70 acquisitions since the early 1990s by the Germany-based SAP, which together are adding up to a unique mix.

In January, for instance, it acquired sales performance management tool CallidusCloud and conversational user experience platform Recast.ai. In September of last year, it picked up identity management platform Gigya and, the previous year, marketing attribution provider Abakus.

Why this matters to marketers. Since marketing tools are increasingly interoperable and integrated, large marketing clouds like SAP need to continually add differentiators that make them unique. The addition of Qualtrics adds a survey tool that Adobe, Salesforce, Oracle and Microsoft lack, and helps SAP obtain a unique positioning in the competitive landscape.

This story first appeared on MarTech Today. For more on marketing technology, click here.

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