london #b3seminar: why brands need to consider their engagement rate optimisation - andrew machin

Welcome to…

Why brands need to consider Engagement

Rate Optimisation

Andrew Machin – Head of Creative

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Brand

Customer

Offer

Respond

Convert

The ‘ORC’ customer journey#B3Seminar

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Display ads served in the US in 2013. ~25% increase on 2009

Comscore

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Average CTR. Some formats as low as 0.04%

Doubleclick

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Statistically, you are more likely to survive a plane crash

Solve Media Research

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A.D.D.?

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“There is no such thing as an attention span. People have infinite attention if you are entertaining them.”

Jerry Seinfeld

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A.D.D. M.R.D.

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Because we live in the ‘moment’

Why?

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moments per day

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?

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?

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Brand

Customer Moment

Relevance

Engage

The emerging ‘MRE’ customer journey#B3Seminar

The Audience of 1

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How do we become ‘relevant’ to 1?

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Really know your audience

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Engagement allows you to learn about your

customers

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Com

plex

ity

Knowledge

Decision/Experience

Model

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Com

plex

ity

Knowledge

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Com

plex

ity

Knowledge

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Com

plex

ity

Knowledge

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Com

plex

ity

Knowledge

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Com

plex

ity

Knowledge

We have matured here

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Com

plex

ity

Knowledge

We have matured here

But up here is where the magic happens

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Com

plex

ity

Knowledge

Understand motivations

concerns through engagement

Personalisecontent to create

unique experiences

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Com

plex

ity

Knowledge

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Com

plex

ity

Knowledge

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Com

plex

ity

Knowledge

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Com

plex

ity

Knowledge

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Com

plex

ity

Knowledge

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plex

ity

Knowledge

?

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Com

plex

ity

Knowledge

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Com

plex

ity

Knowledge

In the moment

No value

Low content

Low engagement

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Why should brands start to optimise

their engagement?

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Engagement fuels Personalisation

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Personalisation creates Relevance

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Relevance leads to Experiences in the

‘moment’

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-30% Bounce rate+30% Conversion

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Com

plex

ity

Knowledge

Where are you?

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Thank you

Andrew.Machin@branded3.com @The_Machin Branded3.com @Branded_3