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Brian Kroll - The Strategic Omni-Channel Digital Marketing Playbook

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Brian Kroll

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Brian Kroll - The Strategic Omni-Channel Digital Marketing Playbook

  1. 1. The Strategic Omni-Channel Digital Marketing Playbook: How to Design, Set Up, and Optimize Omni-Channel Digital Campaigns Denver Digital Summit 2017 #DSDEN
  2. 2. 22 1  Introduction & foundational assumptions for a strategic discussion 2  Campaign setup strategies 3  Optimization strategies 4  Q&A session Agenda
  3. 3. 33 •  VP Sales & Strategic Accounts •  Joined Adtaxi in May 2011 •  Data nerd •  Developed Adtaxi’s proprietary “Magellan” optimization algorithm •  Lives in SF Bay Area with wife and son About me…
  4. 4. 44 We simplify digital marketing for businesses everywhere. 90+% Retention rate 12 Regional offices 230 Employees and growing Digital Marketing Experts Platform Agnostic Audience Centric Data Driven About Adtaxi
  5. 5. Foundational assumptions for a strategic discussion
  6. 6. 66 Today’s consumers are… 1 2 3 4 5 6 CROSS-SHOPPING RESEARCHING BRAND-AGNOSTIC MOBILE MULTI-DEVICE VIDEO
  7. 7. 77 Six “typical” digital campaign scenarios 1 2 3 4 5 6 ECOMMERCE BRICK & MORTAR RETAIL BLEND OF ABOVE EVENT PROMOTION LEAD GENERATION AWARENESS OR ADVOCACY
  8. 8. Geo-targeting Strategy
  9. 9. 99 Primary Align marketing budgets accordingly (75%+ FOCUS) CLOSEST 0-1 HIGHEST
  10. 10. 1010 Primary Secondary Align marketing budgets accordingly 15-20% FOCUS MID- RANGE 1-3 MID- RANGE
  11. 11. 1111 Tertiary Align marketing budgets accordingly Primary Secondary 5-10% FOCUS FARTHEST 3-5 LOWEST
  12. 12. 1212 Market Segment Proximity to Consumer Typical Competitors Lifetime Customer Value Primary (75%+ Focus) Closest 0-1 Highest Secondary (15-20% Focus) Mid - Range 1-3 Mid-Range Tertiary (5-10% Focus) Farthest 3-5 Lowest
  13. 13. 1313 Determine your geo-targets Analyze Google Analytics data Analyze CRM data Align budgets on historical data & future oppty Use AdWords as BI for keywords in primary geo
  14. 14. Structure data to meet business objectives
  15. 15. 1515 Site visit Engaged visit Buying signal visit Conversion event(s) Activity ceases abruptly Implement a structured & consistent data layer via tag management The ‘on-site’ user path to conversion
  16. 16. 1616 Website visitor funnel Prospecting vs. remarketing: different objectives Aligning the right objective with each stage of the user’s journey is key to success.
  17. 17. 1717 Non-engaged site visit Engaged site visitProspectin g KPI (eCPA) Digital campaigns should work together like an omnipresent assembly line.
  18. 18. 1818 Buying signal visit Remarketing KPI (eCPA) Non-engaged site visit Engaged site visitProspecting KPI (eCPA)
  19. 19. 1919 Optimizing to user engagement fuels conversions
  20. 20. 2020 Geo-Market Segment Search Social, Display, Native Video Primary (75%) Prospecting & Remarketing* Prospecting & Remarketing Prospecting & Remarketing Prospecting vs. remarketing: platform specific by geo
  21. 21. 2121 Geo-Market Segment Search Social, Display, Native Video Primary (75%) Prospecting & Remarketing* Prospecting & Remarketing Prospecting & Remarketing Secondary (20%) Prospecting & Remarketing* Possible Prospecting / Primarily Remarketing Remarketing Only
  22. 22. 2222 Geo-Market Segment Search Social, Display, Native Video Primary (75%) Prospecting & Remarketing* Prospecting & Remarketing Prospecting & Remarketing Secondary (20%) Prospecting & Remarketing* Possible Prospecting / Primarily Remarketing Remarketing Only Tertiary (5% of Budget) Prospecting & Remarketing* Remarketing Only Remarketing Only
  23. 23. Platform- specific strategies
  24. 24. 2424 Search engine marketing strategy: Prospecting THEMED AD GROUPS & KW’S HIGH IMPRESSION SHARE – PRIMARY SYNC GA & ADWORDS; TRACK CONVERSIONS OPTIMIZE TO LOWEST ECPA ‘BEST SELLING’ PRODUCTS - SECONDARY 1-3 FOR DESKTOP; 1-2 FOR MOBILE
  25. 25. 2525 Search engine marketing strategy: remarketing BID FOR PRIMARY KEYWORDS EXCLUDE BRANDED EXCLUDE SERVICE- RELATED VISITORS CHANGE UP THE TEXT IN THE AD TO FOCUS ON WHY THE USER SHOULD BUY FROM YOU
  26. 26. 2626 Paid social marketing strategy: prospecting CUSTOM AUDIENCES OFFLINE DATA: PARSE CRM DATA VARY AD TYPES ON OBJECTIVES ONLINE DATA: SEGMENT WEBSITE VISITORS DAY-PART AS NEEDED
  27. 27. 2727 Paid social marketing strategy: remarketing REMARKET TO HIGHEST VALUE VISITORS USE FACEBOOK LEAD AD TO ENGAGE USERS WHO DON’T CONVERT ON LEAD GEN FORMS
  28. 28. 2828 Basic prospecting strategy: RTB (Display, Native, Video) 3rd Party Data 1st Party Predictive Data Category/ Interest Engaged Visitors Retargeting takes over
  29. 29. 2929 Basic remarketing strategy: RTB (Display, Native, Video) Product Pg. View 125% bid Engaged visitor 100% bid Cart Exit 150% bid Bid Strategy Creative Generic interest Dynamic Ads on interest Enticing offers Conversion
  30. 30. 3030 The first retargeting ad you show someone is often more valuable than the 5th. Why pay the same amount? Static Bid Dynamic Bid Frequency pricing for RTB
  31. 31. 3131 Tailor impressions to the recency schedule with the highest conversion rates. Recency scheduling for RTB
  32. 32. 3232 Prospecting Remarketing Creative alignment & messaging strategies USE PREDICTIVE MODELING NATIVE ADVERTISING CTA: “LEARN MORE” WHY SHOULD CONSUMER BUY? TESTIMONIAL “THANK YOU” VIDEO
  33. 33. Omni-channel programmatic optimization strategies
  34. 34. 3434 Level playing field for ad performance data METRICS THAT MATTER: GOAL- BASED CONVERSIONS DON’T RELY ON LAST CLICK ATTRIBUTION BREAK IT ALL DOWN INTO AN ECPA CLEARLY DEFINE WHAT SUCCESS LOOKS LIKE TRACK CROSS- DEVICE ACTIVITY TRACK SUCCESS WITH 3RD PARTY PLATFORMS
  35. 35. 3535 Single KPI for all channels Display Native Video Social Optimization option #1: Everything competes
  36. 36. 3636 Awareness Interest Consideration Intent . . . The customer journey isn’t linear, or instant Focus on a single KPI ignores the journey Video SocialNative Display Optimization option #1 focuses on 1 stage Purchase Retention Evaluation
  37. 37. 3737 Low Funnel Display Low Funnel Social High Funnel Video Mid Funnel Native Consumer journey to purchase/conversion Optimization option #2: Everything harmonizes
  38. 38. 3838 Segment budget to focus on maximizing efficient marketing to strategic stages Awareness Interest Consideration Intent . . . The customer journey isn’t linear, or instant Video SocialNative Display Purchase Retention Evaluation Optimization option #2 focuses on key stages
  39. 39. 3939 Expected benefits of optimizing to each stage of the customer journey IMPROVED CONVERSION RATES AT POS LESS “BUYER’S REMORSE” GREATER CUSTOMER COMPATIBILITY LARGER MARKET SIZE AND MARKET SHARE BRAND SEARCH WILL INCREASE OVER TIME
  40. 40. 4040 Drive Revenue | Improve ROI 80% Increase in transactions 81% Increase in revenue 760% ROAS Google Shopping Real Time Bidding Paid Search Case study: National Golf Retailer
  41. 41. 4141 Remember today’s consumer dynamic… 1 2 3 4 5 6 CROSS-SHOPPING RESEARCHING BRAND-AGNOSTIC MOBILE MULTI-DEVICE VIDEO
  42. 42. Thank you! To learn more about Adtaxi, check us out at www.adtaxi.com or email us at info@adtaxi.com. Find more resources at www.adtaxi.com/our- insights/resources/.

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