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Upper Funnel Strategy - Daan Suijlen (Google) - Full Funnel Strategies

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Hoe kunt u als merk gebruik maken van de mogelijkheden die online adverteren met zich mee brengt? Daan Suijlen laat het belang zien van het communiceren van de juiste boodschap op het juiste moment binnen de customer journey. Hierdoor creëert u 1-tot-1 communicatie op schaal!

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Upper Funnel Strategy - Daan Suijlen (Google) - Full Funnel Strategies

  1. 1. Confidential & ProprietaryConfidential & Proprietary Full Funnel Strategies Daan Suijlen - Agency Development Manager
  2. 2. Confidential & Proprietary
  3. 3. Confidential & Proprietary ● Preconceptions “zo doen we dat” ● Thought Patterns “al jaren zo” ● Risk Averse ● Out of Comfort Zone ● Start to Think (again)! Get uncomfortably excited!
  4. 4. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Media gebruik 1990 Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
  5. 5. Google Confidential and ProprietaryGoogle Confidential and Proprietary Ziet dit er bekend uit?
  6. 6. We don’t go online. We live online.
  7. 7. Confidential & Proprietary INTERNAL: Google Confidential and Proprietary The Evolution of (digital) Marketing ‘Performance Thinkers’ ‘Brand Thinkers’ Full Funnel Strategies Full Value Experts Cross channel/screen Full consumer journey Storytellers Cross channel/screen Beyond demographics Last Click Experts Pure SEM Offline Brand Builders
  8. 8. Confidential & Proprietary People Paced: tailored “buy now” messaging Media Paced: One size fits all messaging & timing Reach CPA Mismatch Upper & Lower Funnel
  9. 9. Confidential & Proprietary How do I google Something? How do I Google something?
  10. 10. Confidential & Proprietary Waar is je doelgroep naar op zoek?
  11. 11. Confidential & Proprietary Waar is je doelgroep naar op zoek?
  12. 12. Confidential & Proprietary Waar is je doelgroep naar op zoek?
  13. 13. Confidential & Proprietary Koop Nu! Goedkope online propositie
  14. 14. Confidential & Proprietary People Paced: tailored “buy now” messaging Media Paced: One size fits all messaging & timing Reach CPA Mismatch Upper & Lower Funnel
  15. 15. Confidential & Proprietary Branding / marketing experts
  16. 16. Confidential & Proprietary Doelgroep man 25 - 35
  17. 17. Confidential & Proprietary Consumenten leven in de echte wereld Haarstijlen Rimpels Make-up Most branding strategies Interest over time
  18. 18. Confidential & Proprietary Branding & Performan ce? Full Funnel Advertising
  19. 19. Confidential & Proprietary PUSH -> PULL -> Permission Based
  20. 20. Confidential & Proprietary Vind je dit leuk?
  21. 21. INTERNAL: Google Confidential and Proprietary
  22. 22. Confidential & Proprietary Voorbeeld: Permission based marketing Kopen kopen kopen! Nee Ja! Ga je binnen 6 maanden een huis kopen? Dit is hoe we kunnen helpen! Nee Dan vind je dit leuk? Of stop Dan vind je dit wel interessant? Ja! Top dingen waar je rekening mee moet houden! Nee Dan vind je dit wel interessant? Ja! Koude lead Warme lead Hot lead
  23. 23. Performance Marketing No Permission based marketing Yes And you may also like.. And you may also like.. Yes Are you interested in this? Frequency cap X Yes Yes Frequency cap X Frequency cap X No No Then you may also like.. Then you may also like.. Are you interested in this? Yes No Yes And you may also like.. m Yes Are you interested in this? Yes Yes No No Then you may also like.. Then y may al like.. Are you interested in this? Yes Branding Campaign 1 Branding Campaign 2
  24. 24. UNA WA RE AW ARE CON SIDE R BUY ENJ OY THE BROW CONSUMER JOURNEY Online Video Rich Banners Maybelline brow portal Conversion banner Youtube Tutorial SEO+SEA Click to buy Click to buy Wehkamp buy portal Maybelline product page Click to buy SEO+SEA SEO+SEA Click Click Click Re-target Re-target Re-target 1 2 3 4 6 5 7 Maybelline offers brow products Maybelline offers information about brow shaping Maybelline advices you about your brow solution Maybelline offers you your brow product at a discount Maybelline helps you to perfectly use brow products You can order Maybelline at Wehkamp If you like the product you can leave a review 1 2 3 4 65 7
  25. 25. Confidential & ProprietaryConfidential & Proprietary Thank you! daansuij@google.com
  26. 26. Confidential & ProprietaryConfidential & Proprietary

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