marketing in a 2.0 world - results international...2015/11/02  · marketing in a 2.0 world claire...

Marketing in a 2.0 World

Claire Valoti Director of Agency Partnerships

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We’ve had a ringside seat

32M Mobile Monthly

Active Users

Source: Facebook UK internal data, Apr 2015

26M Mobile Daily Active Users

36M Monthly

Active Users

29M Daily

Active Users

EVERYTHING COMPETES WITH EVERYTHING

The gap between content creation and ability to consume content will continue to widen

Co

nte

nt

Time

Content created

Ability to consume content

Consumers have more

control than ever

Principles of people based

marketing

1 Building effective reach

Principles of people based marketing

Source: BARB

29m / a day 29m / a day 14.5m / a day

19.6m / a day 12.3m / a day

Reach still matters

1 Building effective reach

2 People & Insights first

Principles of people based marketing

Principles of people based marketing

1 Building effective reach

2 People & Insights first

3 Deliver personalisation at scale

12m UK LOVERS OF

THE VOICE EE Don’t let Bufferface ruin

your day.

Buffer less and browse

more on

superfast 4GEE.

EE

20m UK SPORTS LOVERS

6.4m LONDONERS

Principles of people based marketing

1 Building effective reach

2 People & Insights first

3 Deliver personalisation at scale

4 Data Driven engagement

Principles of people based marketing

1 Building effective reach

2 People & Insights first

3 Deliver personalisation at scale

4 Data Driven engagement

5 Creativity is more important than ever

Neil Johnston

Just landed back in the UK, looking forward to

bed!

Principles of people based marketing

1 Building effective reach

2 People & Insights first

3 Deliver personalisation at scale

4 Data Driven engagement

5 Creativity is more important than ever

6 Understand the complete customer journey

Path to purchase moves seamlessly across devices

Source 1: Millward Brown Research commissioned by Facebook Marketing Science, US, June 2014

Source 2: GfK Research commissioned by Facebook Marketing Science, US and UK, Dec 2013

Source 3: Facebook internal data, US, measured May 15-July 25, 2014, reported August 2014, all US advertisers using Facebook conversion pixel, 28-day attribution

You are not seeing the true picture

Cookies don’t work on mobile

• 26% overstatement of reach

• 59% accuracy in demographic targeting

• 41% understatement of frequency

• 21% of conversions not captured

Source: Atlas internal data, 2014; Nielsen OCR, May 2014

The new standard for people-based marketing

Prove real results The bridge from

online to offline

Cross-device

by design