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Tweaking the Purchase Funnel and Some of Our Campaign Objectives

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- Does “awareness” exist only at the top of the purchase funnel?
- Is Awareness and Direct Response the only way to categorize our campaigns?
- How should we factor in the element of “time” when measuring success?
- Where does social play as part of the purchase funnel?

Published in: Marketing
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Tweaking the Purchase Funnel and Some of Our Campaign Objectives

  1. 1. Tweaking the Purchase Funnel and Some of Our Campaign Objectives @frankccwong
  2. 2. @frankccwong A Bit About Myself 2
  3. 3. @frankccwong The Funnel Awareness Consideration Purchase Direct Response 3
  4. 4. @frankccwong Awareness vs Direct Response 4
  5. 5. @frankccwong Awareness & Direct Response 5
  6. 6. @frankccwong “Awareness is actually throughout the funnel” 6
  7. 7. @frankccwong Defining “Awareness” Aware of your brand in general? Aware that you have a new energy drink? Aware of the benefit of healthy drinks? Aware that you can cook with V8? 7
  8. 8. @frankccwong Top Funnel Awareness Play 8
  9. 9. @frankccwong Top Funnel Awareness Play 9
  10. 10. @frankccwong Mid Funnel Awareness Play 10
  11. 11. @frankccwong Mid Funnel Awareness Play 11
  12. 12. @frankccwong Bottom Funnel Awareness Play 12
  13. 13. @frankccwong Bottom Funnel Awareness Play 13
  14. 14. @frankccwong Purchase Path Remains the Same 14 Awareness Consideration Purchase
  15. 15. @frankccwong Speed to Purchase is the Key 15 Awareness Consideration Purchase
  16. 16. @frankccwong Speed to Purchase is the Key 16 Awareness Consideration Purchase
  17. 17. @frankccwong Factors to Consider When Conversion Takes too Long 17 • Loss of tracking due to technical limitations • Change of mind o Competitors stepped in o No longer need o Economic factors
  18. 18. @frankccwong Measuring Success 18 > “Pick a metric that’s indicative of sales or potential sales while factoring the time element” Immediate, Trackable Revenue Lift in Consideration, Newsletter Sign Up Pure Product Awareness
  19. 19. @frankccwong Awareness vs Direct Response 19
  20. 20. @frankccwong “Almost all campaigns are aimed at driving revenue” 20
  21. 21. @frankccwong 21 Generating Demand Capturing Demand Two Ways to Drive Revenue
  22. 22. @frankccwong 22 Generating Demand
  23. 23. @frankccwong 23 Generating Demand
  24. 24. @frankccwong 24 Generating Demand
  25. 25. @frankccwong 25 Capturing Demand
  26. 26. @frankccwong 26 Capturing Demand
  27. 27. @frankccwong 27 The Same Thinking Works in Both Retention and Acquisition Environments
  28. 28. @frankccwong 28 Generating Demand – Retention
  29. 29. @frankccwong 29 Capturing Demand – Retention
  30. 30. @frankccwong 30 Capturing Demand – Retention
  31. 31. @frankccwong Exceptions? 31
  32. 32. @frankccwong 32 CRM EngagementAdsPR Customer Service
  33. 33. @frankccwong In a nutshell 33 • Awareness is throughout the funnel • Most campaigns are about driving revenue • Bucket your campaigns by “generating demand” vs “ capturing demand” • Factor in the element of time when measuring success
  34. 34. @frankccwong 34 Questions?
  35. 35. @frankccwong 35 Thank You!

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