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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 D...
Display Search Social Retargeting Mail
Subscribe Download Contact Order Submit
A playful setlist
Discovery Understanding D...
Display Search Social Retargeting Mail
Subscribe Download Contact Order Submit
A playful setlist
Discovery Understanding D...
Mixing different channels
Desktop
Mobile
Mixing different channels
Desktop
Mobile
Mixing different channels > desktop
Discovery
• Search advertising (AdWords product feed, generic search ads)
• Video adve...
Mixing different channels
Desktop
Mobile
Mixing different channels > mobile
Discovery
• Search advertising (AdWords product feed + generic search)
• Video advertis...
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
...
School > content
Discovery Understanding Desire Action Loyalty
School > content
Discovery
Home
About
HIM
Understanding
Program
details
How to
apply
New
students
Desire
Student
life
Acti...
School > content + channels
Discovery
Home
About
HIM
Understanding
Program
details
How to
apply
New
students
Desire
Studen...
School > content + channels
Discovery
Optimize
content
Understanding
Optimize
content
Desire
Add
content
Action
Add A/B
te...
School > conversions
School > conversions
What if I
don’t know
yet?
Looks like
a required
field
Draws
attention
away from
main goal
No
introduc...
School > conversions
School > conversions
School > conversions
At first: mobile bid adjustment of -100 %
But: gradual deployment of Responsive Design per site
Focus...
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...
Bank > content
Discovery
Save &
pay
Invest
Understanding
Document
center
Service
center
Action
Open
account
My
account
Loy...
Bank > content
Discovery Understanding
ActionLoyalty
Bank > content
•Open account
•My account
•News
•Review
•Document
center
•Service center
•Save & pay
•Invest
Discovery Unde...
Bank > content
•Open account
•My account
•News
•Review
•Document
center
•Service center
•Save & pay
•Invest
Discovery
~pag...
Bank > content
Before (macro)converting to a lead
– Main objective = discovery + understanding
Before (macro)converting to...
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
• Understan...
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:
– Reven...
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)...
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
Ali...
Multi channel mix - Daan Goor
Multi channel mix - Daan Goor
Multi channel mix - Daan Goor
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 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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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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