Yazıyor... Talks!: Raşit Aydoğdu | Stay Strong in Digital Marketing | ENGLISH

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Yazıyor... Talks! has brought to your doorstep an expert in performance marketing who reads and learns day and night, follows resources, and constantly challenges himself. If you want to know how to stay strong in digital marketing and what the future trends will be, you need to meet this driven, enthusiastic and curious man. It's great to see you here, welcome Raşit!

Shall we get to know you a bit?

💬 Hello my dearest İrem and Yazıyor... readers! 

💬 First of all, thank you very much for giving me a place in this beautiful platform where great work is being done and I have witnessed it closely. 

💬 To tell a little bit about myself. I can define myself as a digital marketer and musician who is very curious to learn new things and improve myself. Being in a constant state of learning gives me a lot both in my professional life and in my daily life. Especially the sector I am in, the digital marketing/media world, is a very difficult sector for those who do not constantly renew themselves. 

💬 After a few different sectors and work experiences, to be honest I involuntarily found myself in the world of digital marketing. When I look at it now, I say that I am glad I chose this career. I have been involved in the digital marketing processes of nearly 100 brands from all kinds of sectors in various local and global agencies and managed 7-digit budgets. The strategies I established earned millions of dollars for various companies. My hunger for learning has a great impact on this success. I am still learning new things every day and trying to get better in the areas I know and discover the areas I don't know. ⭐⭐⭐

⚓ Raşit, these days, what are the fundamental strategies for beginners in the performance marketing world?

💬 To answer this question, we need to define performance marketing first: What is Performance Marketing? 

💬 Performance marketing is a results-driven marketing approach that generates measurable outcomes and quantifiable results. 

💬 Performance marketing centers around specific actions and conversions, such as lead generation, sales, app installs, or website visits using various digital channels such as PPC, Paid Social, Affiliate Marketing and many more.

 "Well, first of all there isn’t a single strategy that works for all sectors, it must be unique and tailored"

💬 I think a strategy should be prepared for each sector and business model, taking into account the current conditions and business goals. 

💬 However of course, there are a few strategies that can be used in all scenarios and are unchanging and can be useful especially for those who are just entering performance marketing world. 

🩺 1. Defining a clear goal and KPI’s

💬 The first and most important one is defining a clear goal and KPI’s. Starting with focusing on the outcomes you want to achieve, such as sales, leads, traffic, or awareness, has to be the first thing you should do. 

🩺 2. Determining the channels

💬 Second one is to determining the channels that will best serve your business objectives and provide the highest ROI. It can be Paid Search, Paid Social, Email Marketing, Influencer Marketing etc.

🧪 3. Conducting a A/B Testings

"Experimenting is a crucial part of success in performance marketing"

💬 Third strategy is conducting a A/B Testings. You need test your headlines, landing pages, visuals, buttons, CTA’s and many more. 

💬 Besides, do not forget to test only one variable at one time, like one LP focuses on benefits while the other one focuses on outcomes. Or one with percentage discounts the other with absolute discounts. 

💬 These are very basic strategies for beginners in performance marketing. 

💬 Nevertheless, consistent success requires much more than that. 

💬 A comprehensive strategy includes; CRO, Landing Page Optimization, Budget Allocation, Segmentation of Audience, Proper Conversion Tracking, Re-marketing Strategies, Data Analytics, Conversion Path Analysis, Conversion Modeling, Competition Analysis, Right Audience Targeting, Creative and Campaign Optimization and many more.

📜 Why data analysis and reporting processes are important?

💬 If you cannot fully analyze the results of a campaign with data, the likelihood of your campaigns being successful in the medium and long term is very low. 

💬 Understanding customer behavior is crucial for success in digital world. Understanding and forecasting consumer behavior patterns is essential for acquiring new customers so that your marketing and advertising efforts may be tailored to their demands.

💬 Another benefit of data analysis and reporting is to monitoring your campaign performance. With the correct analytics tools, you can monitor the effectiveness of your marketing efforts in real time, which makes your business more efficient when it comes to campaign optimization and strategy refinement. 

💬 Because it allows you to get the most out of your advertising budget, this is particularly crucial for performance marketing campaigns. You can also observe the influence of different marketing channels on consumer behavior. This can therefore enhance efficiency and guide future strategies.

"You can use it to gain a deeper understanding of not just the business, but also the surroundings in which they operate"

Data analytics offers your business an advantage over competitors. The insights can be used to create marketing plans, attract in new clients, retain existing ones, identify underperforming campaigns, and focus on your best-performing asset.

🎳 What metrics are used to measure a digital advertising campaign?

"Basic metrics I often use vary according to the main KPIs"

🔧 E-commerce account metrics:

For example, in an e-commerce account, I look at metrics such as Purchase, CLV, CPS (CPA), ROAS, AOV

🔧 Lead generation account metrics:

In a lead generation account, I look at metrics such as CPL, MQL, SQL, CR, CoS, etc.

🔧 Metrics for all account types:

And of course, there are unchanging metrics that I look at in all account types such as MER, CAC, CPC, CTR, CR, ROI, Cost, Impressions, Clicks, Reach, Bounce Rate, New vs Returning Rate. Additionally, for PPC; IS, Top IS, Click Share, Lost IS etc. 

"When we are analyzing results, we need to look at data holistically"

💬 Finally, I would like to make a point that most Performance Marketers ignore, data attribution. When we are analyzing results, we need to look at data holistically because in-platform attribution models are heavily biased and want take credit for everything. 

💬To maximize ROI, we need attribution data we can trust that's why sometimes it is good to use third-party attribution tools to measure holistic impact of campaigns. 

💎 TripleWhale and 💎 Northbeam are good examples of those tools. If your strategy involves multiple channels and you are managing high budgets, third-party attribution tools will come in handy. However if your strategy involves fewer channels, third-party attribution tools may not suit your needs.

🔮 Woww! Let's talk about future! In performance marketing, what could be the trends and future developments?

"Success in the ever changing field of digital marketing depends on remaining one step ahead of the competition. In particular, performance marketing faces a rapid changes. There are some few trends which can possibly change the tide of performance marketing"

🕯️ 1. Cross-Channel Integration 

It will be essential to integrate marketing channels effectively. Overall performance will be increased with a consistent cross-channel data flow.

🕯️ 2. AI Powered Performance Marketing 

AI has the potential to transform performance marketing. Large volumes of data can be analyzed by AI-driven algorithms to improve segmentation, content personalization, and ad targeting. I expect AI to become an important instrument for accuracy and productivity in near future.

🕯️ 3. Data Regulations and Privacy Issues

Harsh data protection laws are being implemented globally due to worries about consumer privacy. Marketers need to prioritize transparent data practices and negotiate regulatory frameworks such as the CCPA and GDPR. It will be crucial to earn clients trust by protecting their privacy. Of course, when you look at this issue from the perspective of its impact on performance, there is a very different problem. 

 🕯️ 4.Tracking

All of these privacy regulations, ad blockers, cookie blockers etc. affected the quality of tracking and Google is disabling third-party cookies for 1% Chrome users. This is only an initial phase of removing third-party cookies entirely by mid 2024. This will cripple Google’s algorithm. It will be one of the biggest issues next year and advertisers who do not take necessary precautions will struggle. 

So, what could be the solution? 

One of the solution that can be applied is Server-Side Tagging

What does Server-Side Tagging Does? 

1. It prevents data loss due to client-side issues such as ad blockers, cookie restrictions, or browser limitations.

2.  It leads to faster page load times and improved UX, because the processing load is shifted from the user’s device to your server.

3. It increases tracking accuracy.

4. Implementing Server-Side Tagging is technical and not something easy to done. So start implementing from now will put you one step ahead of you competitors and while everyone else is struggling with clear data flow, you will have crystal-clear data. Data is one of the key elements of success when it comes to Performance Marketing.

🏆 In summary, performance marketing has a bright future ahead of it, with plenty of opportunity for those who can adapt. 

🏆 As the digital landscape evolves, success belongs to those who embrace change and innovate, turning challenges into stepping stones for unparalleled growth and achievement."

🧷 We thank dear Raşit for all the information he gave us. It was almost like a short workshop. 

• 🧷 If you have any questions, we welcome your comments below the post, or if you would like to get consultancy from him, you can contact him at rasit.aydogdu@londonist.co.uk

 👋🏻 Until we see you in the next Yazıyor... Talks! issues, stay happy!