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  3. < Seminar Report> 【2016 Marketing Frontier Seminar】~Marketing Automation and Ad Technology Marketing~

【2016 Marketing Frontline Seminar】
~Marketing Automation and Ad Technology Marketing~

～ Seminar Report ～

Seminar outline

theme

【2016 Marketing Frontline Seminar】
~Marketing Automation and Ad Technology Marketing~

Date and time

Thursday, March 3, 2016, 14:00-16:00

Place

1-14-6 Dogenzaka, Shibuya-ku, Tokyo Humax Shibuya Building 7F

Teacher

Part 1 SATORI Corporation Representative Director Mr. Kosuke Ueyama

Part 2 GMO Payment Gateway, Inc. Customer Attraction Support Department Yasuhiro Takahashi

Overview

Regarding the issue of "how to connect customers to conversions", we specifically explained the method by marketing automation, which is a hot topic, with examples in mind.

In addition, GMO-PG Takahashi, who has experience in DSP, data feed, and advertising agency, explained the basics of ad technology, which has become the de facto standard as one of the methods to attract customers to the Web.

【Part 1】 BtoB Marketing Automation Forefront

State of the seminar venue 1

In the first part, Mr. Kosuke Ueyama, Representative Director of SATORI Co., Ltd., took the stage and gave a lecture on marketing automation.

In the first half, he explained how to understand marketing technology.
From the perspectives of "who," "what," and "how," he talked about the different roles of marketing technology.
With regard to "whom", if you categorize "I don't know if it exists", "I know it exists but I don't know who it is", "I know who it is but I don't know who I will buy", "I am likely to buy it but I do not know when it is", you can see "who" should use what marketing technology in which category.
On top of that, it is necessary to reach the content (what) you want to know in each category and (how) by appropriate means.

Next, he introduced marketing automation.
First, SATORI divides marketing automation into two areas: "Unknown Marketing" and "Marketing Automation." Unknown marketing is a unique marketing activity advocated by SATORI, and it is defined as "an activity to acquire personal information by taking a phased approach to the 'prospective customer' before acquiring personal information." On the other hand, he explained that marketing automation is defined as "an activity to cultivate purchasing awareness by gradually approaching 'prospective customers' after acquiring personal information," and that appropriate marketing activities should be carried out in each of them by dividing them into before and after acquiring personal information.

Finally, I introduced an example.
He introduced measures that improved the number of requests for information materials by 1.2 ~ 5 times, cases where dormant customers were connected to orders, and cases where the apo and business negotiation rate was raised tenfold, and explained that marketing automation produces high results.

【Part 2】Basics of Ad Technology Marketing

Seminar venue 2

In the second part, GMO-PG Takahashi talked about the basics of ad technology.

In the first half, the role of ad technology was explained using logic trees.
Sales are composed × CVR × order unit price, but ad technology itself is only a means of increasing the "number of visits" with high performance. However, since a large amount of data is stocked, it should be utilized in the future to improve CVR.

Next, I explained the origins of ad technology.
In the past, it was very difficult for the media to sell their own advertising space other than First View. Ad networks have provided a system to sell such a frame at a high price, such as ad exchange and SSP. On the other hand, DSP has compiled advertisers who want effective advertising space as cheaply as possible.
Among them, dynamic retargeting advertising that can provide high advertising performance was born, so the media provided ad exchange and SSP with ad space other than those that were difficult to sell.
Therefore, it can be said that ad technology has increased the number of high-performing ad spots for advertisers.

On the other hand, dynamic retargeting advertising with high performance must overcome the technical hurdles of "tag installation" and "data feed" in order to deliver it.
In addition to dynamic retargeting ads, the created data feed can also be used for "product list ads" with a high percentage of new users and high performance, so I would like to recommend it by all means. In particular, recently among Google's SERP, Text Ads on the right side are gone, so product list ads should be noted.

Finally, he presented a specific example of how optimizing data feeds further improved the performance of product listing ads.

【We will introduce some of the voices of participating customers】
"I've been reminded of marketing automation!"
"It gave me a chance to rethink my advertising methods."
"I learned a lot about the current state of ad technology!"

Thank you very much to all the companies who participated in this event.

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  3. < Seminar Report> 【2016 Marketing Frontier Seminar】~Marketing Automation and Ad Technology Marketing~