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IDMD Online: "Thank's for your interest in my brand. You're now in my online database. No, I won’t ask for your email to send you the news” - Razvan Capatina
 

IDMD Online: "Thank's for your interest in my brand. You're now in my online database. No, I won’t ask for your email to send you the news” - Razvan Capatina

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Remarketing tools

Remarketing tools

Speaker: Razvan Capatina from Business Results, Romania, Member of ARMAD

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    IDMD Online: "Thank's for your interest in my brand. You're now in my online database. No, I won’t ask for your email to send you the news” - Razvan Capatina IDMD Online: "Thank's for your interest in my brand. You're now in my online database. No, I won’t ask for your email to send you the news” - Razvan Capatina Presentation Transcript

    • Thanks for your interest in my brand. Youre now in my onlinedatabase. No, I won’t ask for your email to send you the news
    • The client• Top 6 automotive brand in Romania• +30 000 unique monthly visitors on sitebut: only 5000 persons in newsletter database: – 1000 clients – 4000 prospectsThe facts• Less than 10% of clients…• …and less of 5% of the prospects receive news due to Poor data collection - dealer lack of motivation Client/prospect fear of spamming
    • The brief> 30 % of clients/ prospects … to be targeted by  New product launches  Special offers  Test-drive invitations
    • The solution Increase communication Increase database for clients& communication prospects database for clients& prospects by OR byasking more of them to give using Google to target us the data for classic them newsletters
    • What is Google remarketing?Every time a person enters asection on your site Googlesticks him a label that youdecide: Site visitorGeneral VisitorSpecific brand visitorProspectClient…....You name it Prospect
    • What is Google remarketing?For 18 months you can use this database- to target your message on Google network: - By text ads - By image ads- To use specific operation as in a classical database (intersection,concatenate, exclusion, de-duplicate)
    • Newsletter Transformed into Call-to- Action Ads Brochure download Test-drive invitation
    • Landing Pages
    • Results (2011) Email newsletters Remarketing 1140 clients 210 000 potential clients 4200 prospects from which 15 000 considered hot (e.g. car configuration)12 email waves 7 Remarketing campaigns285 brochure downloads 1312 brochure downloads39 test-drives 332 test-drives
    • ConclusionsRemarketing Advantages Remarketing DisadvantagesNon – intrusive advertising Not perceived as one-to-one communicationRelevant targeting based oninterest No personalization for the messageDatabase capabilitiesCost effective (pay per click)
    • Thank you!razvan@results.rohttp://ro.linkedin.com/in/razvancapatina