Multi-channel mix

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Presentation during Inspiration Days of The Reference.

Text of Multi-channel mix

  • Multi-channel mix Inspiration Day
  • A playful setlist Channels Display Remarketing Social Search Mail
  • A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Display Search Social Retargeting Mail
  • A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Conversions Display Search Social Retargeting Mail Subscribe Download Contact Order Submit
  • A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Conversions Display Search Social Retargeting Mail Subscribe Download Contact Order Submit
  • A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Conversions Display Search Social Retargeting Mail Subscribe Download Contact Order Submit
  • Mixing different channels Desktop Mobile
  • Mixing different channels Desktop Mobile
  • Mixing different channels > desktop Discovery Search advertising (AdWords product feed, generic search ads) Video advertising (YouTube) Understanding Display advertising (AdWords, RTB, pop-under) Search advertising (AdWords product listing ads) Desire Display advertising (image-text combo, email, Facebook, wallpaper) Affiliate advertising (price compare sites, traffic broker) Action Search advertising (AdWords brand campaigns) Loyalty Display advertising (dynamic retargeting) Affiliate advertising (cashback, vouchers)
  • Mixing different channels Desktop Mobile
  • Mixing different channels > mobile Discovery Search advertising (AdWords product feed + generic search) Video advertising (YouTube) Understanding Display advertising (AdWords, RTB) Search advertising (AdWords product listing ads) Desire Display advertising (interstitial, email, Facebook) Affiliate advertising (price compare sites) Action Search advertising (AdWords brand, click-to-call, click-to- download ads) Loyalty Affiliate advertising (cashback, vouchers)
  • DJ at work School Bank Shop
  • DJ at work School Bank Shop
  • School > intro Group of 5 schools located in Switzerland International multilingual target group Primary KPIs: CPL: cost per lead CPS: cost per sale Start with content optimization Continue with alignment of content and channels
  • School > content Discovery Understanding Desire Action Loyalty
  • School > content Discovery Home About HIM Understanding Program details How to apply New students Desire Student life Action Contact Loyalty Your career News
  • School > content + channels Discovery Home About HIM Understanding Program details How to apply New students Desire Student life Action Contact Loyalty Your career News AdWords (generic search + display) AdWords (branded search + remarketing) Social
  • School > content + channels Discovery Optimize content Understanding Optimize content Desire Add content Action Add A/B tests Loyalty Add content AdWords (generic search + display) AdWords (branded search + remarketing) Social
  • School > conversions
  • School > conversions What if I dont know yet? Looks like a required field Draws attention away from main goal No introduction? What happens to my personal information? Which format should I use? Im requesting a brochure
  • School > conversions At first: mobile bid adjustment of -100 % But: gradual deployment of mobile templates per site Focus on actionable landing pages (call-me-back form) Targeted only within specific time frame (9am-5pm) Targeted only in specific regions & countries
  • DJ at work School Bank Shop
  • Bank > intro Bank focused on personal and business savings Local, bilingual target group Primary KPIs: CPL: Cost per lead CPA: Cost per account Start with content (re)structure and continue with conversion model applied to new wireframes
  • Bank > content Discovery Save & pay Invest Understanding Document center Service center Action Open account My account Loyalty News Reviews
  • Bank > content Discovery Understanding ActionLoyalty
  • Bank > content Open account My account News Review Document center Service center Save & pay Invest Discovery Understanding ActionLoyalty
  • Bank > content Open account My account News Review Document center Service center Save & pay Invest Discovery ~pageviews Understanding ~downloads Action ~leads Loyalty ~subscriptions
  • Bank > content Before (macro)converting to a lead Main objective = discovery + understanding Before (macro)converting to a lead Main objective = loyalty Objectives can be combined on a page level
  • Bank > content (homepage) Action 15% Discovery 30% Understanding 30% Action 15% Loyalty 10%
  • Bank > content (product page) Action 15% Discovery 30% Understanding 30% Action 15% Loyalty 10%
  • Bank > content (account opening page) Action 40% Action 20% Understanding 40%
  • Bank > channels + content + conversions Channels Owned media Paid media Earned media Content Discovery Understanding Action Loyalty Conversion Micro conversions Macro conversions
  • Bank > channels + content + conversions Affiliate Discovery Macro
  • Bank > channels + content + conversions Social Loyalty Micro
  • DJ at work School Bank Shop
  • Shop > intro Set of shops with broad range of leisure products Local, singlelingual target group Primary KPIs: Revenue CPS: Cost per Sale Group content and evaluate channels and conversions per type of content to discover page value
  • Shop > content Discovery LOCATOR pages Understanding FAQ pages Action PROMO pages Loyalty BLOG pages
  • Shop > content Discovery LOCATOR pages Understanding FAQ pages Action PROMO pages Loyalty BLOG pages .*(winkels).* .*(faq).* .*(acties).* .*(blog).*
  • Shop > content
  • Shop > content
  • Shop > content
  • Shop > content
  • Shop > content
  • Shop > content
  • Shop > channels
  • Shop > channels
  • Shop > channels
  • Shop > conversions
  • Shop > conversions
  • Shop > conversions
  • Shop > conversions
  • Shop > conversions
  • How to score a hit? Avoid bad content; online advertising always starts with content (re)structure and/or optimization Align channels with types of content and conversions Distinguish between desktop and mobile advertising channels and focus on device-specific conversions Create custom segments or channel and content groups to analyze the ad performance quality categorically