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Multi channel mix - Daan Goor
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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 ...

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 Multi channel mix - Daan Goor Presentation Transcript

  • 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
  • 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 A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Conversions
  • 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 KPI’s: – # Leads – 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 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
  • School > conversions
  • School > conversions
  • 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
  • DJ at work School Bank Shop
  • 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
  • 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 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 audience Primary KPI’s: – 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