Understanding how social, display and both organic and paid search interact is a key to successfully managing your client's campaigns. Add in traditional media and finder the proper touch points can be even more tough. This session will guide the attendees through understanding how each channel can help move the end user through the conversion and research funnel.

1. San Francisco • September 10–13, 2013 • #SESSF @SESConf
Advanced Channel Sequencing
Understanding Each Channel’s Role
Justin Freid
CMI Media
Director of Search Engine Marketing (speaker logo)

2. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
@justin_freid
http://www.slideshare.net/Justin_Freid
CMIMedia.com

3. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Each Channel Plays A Role
Through the conversion cycle, each marketing
channel plays a specific role.
Understanding each role and finding the right
sequence can lead to optimal results.

4. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
The Purchase Path
Awareness Research Evaluation Purchase

5. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
The Modern Consumer
Exposure to your brand can occur across
multiple devices throughout the day

6. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Your Marketing Mix
Path To Purchase

7. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Each Consumer Has Their Own Path
User behavior dictates what channels will
interact with potential consumers
And each user is different
Then each user will have an unique experience
with your marketing mix

8. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid

9. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Connecting The Dots
• To connect the dots you
must
– Utilize common messaging
within ad creative
– Understand how channels
work together and support
each other
– Find the optimal sequence
of your channel mix

10. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Search’s Role
Search reaches potential customers throughout
the entire purchase cycle.
• Where can it reach your customers?
– Top of the funnel queries
– Buying intent queries
– Research queries
– Branded queries
– Competitor queries

11. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Search’s Role
Organic and paid search can work together.
• There is limited real estate on SERPs. You want
to grab as much land as you can.

12. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Social’s Role
• Why Do People Use Social
Networks?
– To share information
– Communicate with each other
– Quest for popularity
– Crowd source opinions and
feedback

13. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Social’s Role

14. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Social’s Role
• Paid social media advertising can cause the
‘snowball effect’

15. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Display’s Role
• Display is like… a hall of fame point guard

16. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Display’s Role
• Increase brand awareness
• Retargets/Remarkets
• Lead to searches
• Advanced display targeting tactics
Display can help continuously engage users
between your channels.

17. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
UGC’s Role
• People trust online reviews
– Yelp, Rotten Tomato, Angie’s List, Trip Advisor,
Google Places
Before large purchases are made, online research
and reviews are consulted.

18. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
(OLV) Online Video
• Netflix, Hulu and even Youtube are churning
out original series.
• July Stats (Comscore):
– 187 million Americans
– 48 billion content videos watched
– 19.6 billion video ad views

19. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
(OLV) Online Video
• OLV advertising can get your message in front of
potential customers and encourage them to:
– Visit your site
– Search for your products or services
– Interact on social media
– Retarget after ad views
Plus they are already online!

20. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
TV’s Role
• Build awareness and drive demand
• Drive phone calls
• Drive site visits
250% increase in mobile branded search
volume during media time slots

21. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Direct Mail
• Drive users to call number
• Offer discounts/sales
• Drive users to PURLs
Display targeting can be overlapped to
matching zip codes to increase effectiveness

22. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Email
• One to one contact with potential customer
• User has already expressed interest in your
product or service
• Click to conversion capability
Email can continue to deliver your message
after a consumer has been exposed to your
brand.

23. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Multi Channel Funnels

24. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Multi Channel Funnels
• What does this show us?
– How you marketing mix works together
– Most common path to conversions
– Changes to conversion path when media budgets
fluctuate

25. San Francisco| September 10–13, 2013 | #SESSF | @SESConf
@justin_freid
Optimizing Your Channel Sequence
What is the next message to be delivered?
What is the right channel to deliver that message?
How do you get the consumer to the next
message?
What do we need to do to get a conversion?