On Thursday, June 30th our annual conference about digital marketing innovations: What’s New On Google (WNOG 2016) took place at Google Brussels’ offices: the GooglePlex. Let’s talk about this inspiring afternoon. Here’s a little recap for those who were unable to attend this day.
After an incredible introduction speech made by Annick (blue2purple’s CEO), each expert, told us about digital marketing news.
First, Gaetan Godart, blue2purple’s Client Service Director, talks about the death of Gross Rating Point. Really? Catching up on this session:
Gaetan Godart affirms: GRP is dead! The GooglePlex audience holds its breath. Fortunately that’s in fact not completely true (phew!). Indeed, this is not a good ratio to measure the efficiency of a Digital Marketing campaign.
“We don’t need GRP to create a good digital marketing strategy; however GRP is not dead.”
But what is GRP? In advertising, a gross rating point (GRP) is a measurement of the size of an advertising campaign on a specific medium and period of time. It does not measure the size of the audience reached (GRP = REACH x FREQUENCY).
Then comes the turn of Gert-Jan Lagas, Google Analytics’ 360 Suite Benelux & Nordics Manager, who gives us a perfect overview of the new Google Analytics 360 Suite. We talked to you a lot about this new Google platform because it’s a major step in the Digital Marketing sector. Here’s what we learned with this presentation:
This suite should enable marketers to analyze data more easily. How? The Google Analytics 360 Suite is composed of 6 tools, including 4 new features:
Google Audience Center 360: A DMP (data management platform) to better understand customers and look for similar audiences. This tool integrates Google AdWords & DoubleClick and will be open to 3rd-party platforms.
Google Optimize 360: an A/B testing tool to facilitate website optimization. Objective: test different variants of a website and set up the more efficient version.
Google Data Studio 360: a reporting tool which compiles data accessible to other tools of the Analytics 360 suite, as well as external tools.
Google Tag Manager 360: a tool to facilitate information gathering, complete with APIs, to optimize the accuracy of the information.
Google Analytics 360: Google Analytics Premium becomes Google Analytics 360. New features will be deployed in the coming months. As a reminder, Google analytics is a web analytics service that tracks and reports website traffic, while DoubleClick platform helps marketers in their Measurement Challenge.
Google Attribution 360: Adometry becomes Google Attribution 360. This tool analyzes the performance of channels and terminals to design an effective marketing mix.
The big advantage is the fact that all these tools are included in a harmonized suite and integrate Google AdWords & DoubleClick performances.
The official release has not been revealed yet (only a closed beta for now), but he promised us a release soon. Among blue2purple we already started training on this new platform and you can be sure that you will be the first to have access to these new technologies & analyses.
To learn more about it: Google Analytics 360 Suite
Next comes Frederic Dooms of the DoubleClick Team, who talks about his platform. Is a DMP – data management platform – the easiest way to use data?
Have a look at it:
The DoubleClick platform helps marketers in their Measurement Challenge: How can I measure my ROI?
The only thing you have to do is: determine clear objectives. Then, this tool allows you to unify your data in order to be more efficient. Now that you have a better vision of your campaigns, you can focus on what’s important for your marketing strategy and your business.
Next up was Tim van Canneyt from Fieldfisher. Tim is a lawyer and he gave a status on the state of digital policy in Europe. Big Data is the new black, but we don’t do anything with it; risking sanctions for holding on to users’ personal information. Indeed, each country has different laws about using personal data.
We can learn from this presentation that:
- There is a difference between personal & anonymous data. Anonymous data (re-identification impossible) can be sent anywhere at any time across the world. On the contrary sending personal data is highly regulated.
- The EU is unifying the data laws within countries (General Data Protection Regulation – 27 April 2016, came into force on 25 May 2018), therefore there are no special measures needed to legitimize transfer within the EEA (EU+ Iceland, Norway and Liechtenstein). The recipient is also subject to the EU data protection framework.
- Most non-EEA countries don’t have legislative equivalents to the EU legal framework. Be careful if you transfer data to a country outside the EU: it’s not allowed, unless laws of the recipient’s country guarantee an adequate level of data protection.
- Some new rights for individuals:
- Right to be forgotten: obligation to erase the concerned data if asked.
- Right to restriction of data processing: Prohibition to process data (except for storage) of data subject.
- Mandatory notification to recipients: Obligation to notify each recipient of personal data (request for rectification of data, erasure of data or restriction of processing of data).
- Right to data portability: Obligation to make data available in structured, commonly used and machine-readable formats. Transmission of data to another controller without hindrance.
Why should you care? Because there is a Financial risk: a fine up to €20 million or up to 4% of annual global turnover. There’s also an operational risk, for example the suspension of international data flows. A Reputational risk too, companies who suffer from data breaches see an important drop in turnover and the data protection compliance is becoming a sales argument. Then C-level jobs might be at risk, several CEOs/CIOs have been fired after massive data breaches.
Laurence, Senior Business Development Manager at blue2purple , talked about the impact of Ad Blockers in digital marketing. Their impact is concrete: according to Global Web Index statistics, 28% of Internet users in Europe have an Ad Blocker on their desktop. Indeed, the motivations to install an Ad Blocker are real for the user: save data, page loading faster… We noticed that young people are the largest group of users of ad blockers. The industry estimates a net loss of $41.4B due to its use in 2016, which is twice more than in 2015.
However, at blue2purple we have different strategies to limit this impact: creating native ads, called « user-friendly », using remarketing to offer internet users a better experience with our advertisers (less intrusive, not to the point offers) and transformation of big data in smart data, we hope to encourage people that aren’t using ad blockers yet, to stay this way and maybe why not, convince ad block users to stop using them.
The Good News about Ad Blockers:
- Mobile Ad Blockers Don’t Affect Desktop Campaigns
- Mobile Ad Blockers Don’t Affect Apps
- Mobile ad blocking is not as dramatic as desktop
- Hasn’t penetrated through all the layers of the population
“Ad blocking is not the end of our industry. It’s simply an evolution point.”
Finally it’s Karima’s & Lisa’s turn, also from blue2purple. Karima, Senior Account Executive, talks about the importance of setting up a Brand campaign in order to have a good digital marketing strategy. If you stop your Brand campaign, you might lose up till 44% of visitors on your website and 50% of conversions. Here is why you should definitely be bidding on your brand:
- You launched a new website/have a new brand
- Control your messages with Real-time adaptation of sitelinks and ads, put specific promotions forward, USP representation…
- Push negative stories below the fold
- Don’t let competitors steal your potential clients
Lisa, Senior Account Executive, speaks about how & why it’s important to link AdWords data with Facebook Ads.
Connect with people who’ve shown interest for your company, boost your sales and increase your notoriety. With Facebook, you can engage young people and convert them into buyers. As Lisa demonstrated with the example of Europe Assistance, a Facebook campaign allows increasing your conversion rate and decreasing its cost.
Concretely: You can double your conversion rate by adding only 10% budget investment to your generic campaigns.
Remember that: Combining data makes for qualitative campaigns which perform even better in terms of conversion to buyers and are more cost efficient.
We hope you enjoyed this recap.
Do not hesitate to reach out to us if you need any more information.
Talk to you soon!
Reporting by Thibault Nelkin & Flore Dubuc.