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Roger Hurni, Chief Creative Officer and Managing Partner at Off Madison Ave presents to Digital Summit Phoenix on why getting a sale isn’t a digital ad strategy. Brands need to create relevant advertising communication throughout the entire customer engagement.
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The Darwin approach to digital advertising: Adapt to the environment.
Roger Hurni!Managing Partner/Chief Creative Officer Off Madison Ave@RogerHurni
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76% of marketing executives admit to not using behavioral data.
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0 25 50 75 100
Not Using Behavioral Data Using Behavioral Data
13% of marketers pushing segmented data and measuring results.
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0 25 50 75 100
Using Segmented Data Not Using Segmented Data
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Getting a sale isn’t a digital ad strategy.
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Create relevant advertising communication throughout the entire customer engagement.
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SalesBranding Informative
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Sales
Branding Informative
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Segmented Ad Experiences
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Talking!to friends
Thinking!about a trip
ResearchingCreating an
itinerary
In trip!planning
Sharing an experience
Adapting to changes
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Newspaper!Magazine!Local Sites!Out of Home!Television!Social Media
Search!Travel Niche!Behavioral!Social Media
Arizona Guide!Advertorial!Sponsored Content
OTA!Conquest!Search
Email Nurture!Search!API Open Table!TripAdvisor!Travelzoo!Social Media
Email!Forward! to a Friend!Banner
Email Nurture!Search!TripAdvisor!Travelzoo!Social Media
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Share your story
Planning
Inspiration
Intent
Pre-booking
Post Booking
Re-engagement
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A digital ad strategy isn’t made up of one big campaign executed everywhere.
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It’s lots of small campaigns that change over time as audiences interact with them.
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Thank You.
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