Multi channel mix - Daan Goor

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Hoe stelt u de ideale channel mix samen? Hoe aligneert u kanalen met de inhoud en doelstelling van uw website? Aan de hand van een uitgekiend concept tonen we hoe u de beste keuze kan maken. Aan de hand van 3 cases (een school, een bank en een shop) helpen we u te bepalen welke kanalen u best op welke manier inzet voor mobile of desktop advertising.

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  • GA analysis > via channel grouping + content/product grouping + conversion segments
  • Multi channel mix - Daan Goor

    1. 1. Multi-channel mix Inspiration Day
    2. 2. A playful setlist Channels Display Remarketing Social Search Mail
    3. 3. A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Display Search Social Retargeting Mail
    4. 4. Display Search Social Retargeting Mail Subscribe Download Contact Order Submit A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Conversions
    5. 5. Display Search Social Retargeting Mail Subscribe Download Contact Order Submit A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Conversions
    6. 6. Display Search Social Retargeting Mail Subscribe Download Contact Order Submit A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Conversions
    7. 7. Mixing different channels Desktop Mobile
    8. 8. Mixing different channels Desktop Mobile
    9. 9. 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)
    10. 10. Mixing different channels Desktop Mobile
    11. 11. 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)
    12. 12. DJ at work School Bank Shop
    13. 13. DJ at work School Bank Shop
    14. 14. School > intro Group of 5 schools located in Switzerland International multilingual target group Primary KPI’s: – # Leads – CPL: cost per lead – CPS: cost per sale Start with content optimization Continue with alignment of content and channels
    15. 15. School > content Discovery Understanding Desire Action Loyalty
    16. 16. School > content Discovery Home About HIM Understanding Program details How to apply New students Desire Student life Action Contact Loyalty Your career News
    17. 17. 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
    18. 18. 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
    19. 19. School > conversions
    20. 20. School > conversions What if I don’t 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? I’m requesting a brochure
    21. 21. School > conversions
    22. 22. School > conversions
    23. 23. School > conversions At first: mobile bid adjustment of -100 % But: gradual deployment of Responsive Design 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
    24. 24. DJ at work School Bank Shop
    25. 25. Bank > intro Bank focused on personal and business savings Local, bilingual target audience Primary KPI’s: – CPL: Cost per lead – CPA: Cost per account Start with content (re)structure and continue with conversion model applied to new wireframes
    26. 26. Bank > content Discovery Save & pay Invest Understanding Document center Service center Action Open account My account Loyalty News Reviews
    27. 27. Bank > content Discovery Understanding ActionLoyalty
    28. 28. Bank > content •Open account •My account •News •Review •Document center •Service center •Save & pay •Invest Discovery Understanding ActionLoyalty
    29. 29. Bank > content •Open account •My account •News •Review •Document center •Service center •Save & pay •Invest Discovery ~pageviews Understanding ~downloads Action ~leads Loyalty ~subscriptions
    30. 30. 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 page level
    31. 31. Bank > content (homepage) Action 15% Discovery 30% Understanding 30% Action 15% Loyalty 10%
    32. 32. Bank > content (product page) Action 15% Discovery 30% Understanding 30% Action 15% Loyalty 10%
    33. 33. Bank > content (account opening page) Action 40% Action 20% Understanding 40%
    34. 34. Bank > channels + content + conversions Channels • Owned media • Paid media • Earned media Content • Discovery • Understanding • Action • Loyalty Conversion • Micro conversions • Macro conversions
    35. 35. Bank > channels + content + conversions Affiliate Discovery Macro
    36. 36. Bank > channels + content + conversions Social Loyalty Micro
    37. 37. DJ at work School Bank Shop
    38. 38. Shop > intro Set of shops with broad range of leisure products Local, singlelingual target audience Primary KPI’s: – Revenue – CPS: Cost per Sale Group content and evaluate channels and conversions per type of content to discover page value
    39. 39. Shop > content Discovery LOCATOR pages Understanding FAQ pages Action PROMO pages Loyalty BLOG pages
    40. 40. Shop > content Discovery LOCATOR pages Understanding FAQ pages Action PROMO pages Loyalty BLOG pages .*(winkels).* .*(faq).* .*(acties).* .*(blog).*
    41. 41. Shop > content
    42. 42. Shop > content
    43. 43. Shop > content
    44. 44. Shop > content
    45. 45. Shop > content
    46. 46. Shop > content
    47. 47. Shop > channels
    48. 48. Shop > channels
    49. 49. Shop > channels
    50. 50. Shop > conversions
    51. 51. Shop > conversions
    52. 52. Shop > conversions
    53. 53. Shop > conversions
    54. 54. Shop > conversions
    55. 55. 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

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