Advanced Channel Sequencing - SES San Francisco 2013

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Understanding how social, display and both organic and paid search interact is a key to successfully managing your client's campaigns. Add in traditional media and finder the proper touch points can be even more tough. This session will guide the attendees through understanding how each channel can help move the end user through the conversion and research funnel.

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Advanced Channel Sequencing - SES San Francisco 2013

  1. 1. San Francisco • September 10–13, 2013 • #SESSF @SESConf Advanced Channel Sequencing Understanding Each Channel’s Role Justin Freid CMI Media Director of Search Engine Marketing (speaker logo)
  2. 2. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid @justin_freid http://www.slideshare.net/Justin_Freid CMIMedia.com
  3. 3. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Each Channel Plays A Role Through the conversion cycle, each marketing channel plays a specific role. Understanding each role and finding the right sequence can lead to optimal results.
  4. 4. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid The Purchase Path Awareness Research Evaluation Purchase
  5. 5. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid The Modern Consumer Exposure to your brand can occur across multiple devices throughout the day
  6. 6. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Your Marketing Mix Path To Purchase
  7. 7. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Each Consumer Has Their Own Path User behavior dictates what channels will interact with potential consumers And each user is different Then each user will have an unique experience with your marketing mix
  8. 8. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid
  9. 9. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Connecting The Dots • To connect the dots you must – Utilize common messaging within ad creative – Understand how channels work together and support each other – Find the optimal sequence of your channel mix
  10. 10. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Search’s Role Search reaches potential customers throughout the entire purchase cycle. • Where can it reach your customers? – Top of the funnel queries – Buying intent queries – Research queries – Branded queries – Competitor queries
  11. 11. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Search’s Role Organic and paid search can work together. • There is limited real estate on SERPs. You want to grab as much land as you can.
  12. 12. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Social’s Role • Why Do People Use Social Networks? – To share information – Communicate with each other – Quest for popularity – Crowd source opinions and feedback
  13. 13. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Social’s Role
  14. 14. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Social’s Role • Paid social media advertising can cause the ‘snowball effect’
  15. 15. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Display’s Role • Display is like… a hall of fame point guard
  16. 16. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Display’s Role • Increase brand awareness • Retargets/Remarkets • Lead to searches • Advanced display targeting tactics Display can help continuously engage users between your channels.
  17. 17. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid UGC’s Role • People trust online reviews – Yelp, Rotten Tomato, Angie’s List, Trip Advisor, Google Places Before large purchases are made, online research and reviews are consulted.
  18. 18. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid (OLV) Online Video • Netflix, Hulu and even Youtube are churning out original series. • July Stats (Comscore): – 187 million Americans – 48 billion content videos watched – 19.6 billion video ad views
  19. 19. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid (OLV) Online Video • OLV advertising can get your message in front of potential customers and encourage them to: – Visit your site – Search for your products or services – Interact on social media – Retarget after ad views Plus they are already online!
  20. 20. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid TV’s Role • Build awareness and drive demand • Drive phone calls • Drive site visits 250% increase in mobile branded search volume during media time slots
  21. 21. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Direct Mail • Drive users to call number • Offer discounts/sales • Drive users to PURLs Display targeting can be overlapped to matching zip codes to increase effectiveness
  22. 22. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Email • One to one contact with potential customer • User has already expressed interest in your product or service • Click to conversion capability Email can continue to deliver your message after a consumer has been exposed to your brand.
  23. 23. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Multi Channel Funnels
  24. 24. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Multi Channel Funnels • What does this show us? – How you marketing mix works together – Most common path to conversions – Changes to conversion path when media budgets fluctuate
  25. 25. San Francisco| September 10–13, 2013 | #SESSF | @SESConf @justin_freid Optimizing Your Channel Sequence What is the next message to be delivered? What is the right channel to deliver that message? How do you get the consumer to the next message? What do we need to do to get a conversion?
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