How to plan cross-channel digital advertising campaigns
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Presentation held at Digital boost conference in Zagreb, Croatia (2018) that goes through elements of planning digital advertising marketing campaigns.
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How to plan cross-channel digital advertising campaigns
- 1. How to plan cross-channel digital advertising campaigns Iva Obrovac
- 2. We’ll talk about… RESEARCH01 STRATEGY02 SETTING UP KPI’S 03 EXECUTIO N 04 WHAT IF IT’S NOT WORKING? 05
- 3. He researched. He had a plan. He didn’t give up. He tried again. She saw him.
- 4. What was his goal? Who was his target market? Which channel did he use? How did he communicate? How did he measure result?
- 5. Goal – being noticed by a girl Target market – a brunette school colleague Channel – tape recorder Communication – through music KPI - number of girl’s sessions with the tape recorder, conversion
- 6. RESEARCH
- 7. Any hypochondriacs in the room?
- 8. TOOLS YOU CAN USE GOOGLE TRENDS KEYWORD PLANNERS FACEBOOK INSIGHTS WEB PORTAL OR COMPETITOR ANALYSIS CONSUMER BAROMETER A h r e f s G o o g l e K e y w o r d P l a n n e r K e y w o r d . i o K e y w o r d t o o l . i o S e a r c h & Yo u Tu b e t r e n d s INTERNAL DATA G e m i u s D o t m e t r i c s S i m i l a r W e b A u d i e n c e i n s i g h t s I n s i g h t s t o g o C r e a t i v e H u b Research tools
- 9. STRATEGY
- 10. Think bigger
- 11. Think bigger
- 12. Think bigger
- 13. Think bigger
- 14. Think bigger
- 15. Think bigger
- 16. STRATEGY Goals01 Target market 02 Channels03 Framework04
- 17. SMART Goals
- 18. Target market
- 19. • 24 years old • From Rijeka, but studying at the Faculty of Economics & Business in Zagreb • She shares an apartment with a roommate • Has a boyfriend with whom she often travels • Heavy Internet & social media user • Inspired by art, movies & pop culture • Follow popular celebrities online • Loves comfy & fashionable sneakers Ana Mrak Student Target market Fashion is an important part of her identity
- 20. CHANNELS PAID SEARCH ORGANIC SEARCH SOCIAL VIDEODISPLAY EMAIL PAID CONTENT Channels
- 21. Framework
- 23. SEE THINK DO CARE GOALS TARGET COMMUNICATIO N PAID OWNED Raise awareness about a new spring sneakers collection. Position the product on the market and gain interests among people. Sell products. Increase customer retention. Cross-sell same models to brand lovers. Everybody wearing sneakers. People in need to buy new sneakers. People that have already visited client’s website, saw the offer, but didn’t convert. Previous buyers that are in love with the model or interested in limited offers. Presenting new spring sneakers collection. Used cases of the new spring sneakers collection, for every opportunity, relying on clear product benefits. Focus on promotion & limited time offer. Present new models and limited edition offers to previous model buyers. DISPLAY VIDEO SOCIAL SEARCH EMAIL DISPLAY REMARKETING SOCIAL REMARKETING SEARCH (+ REMARKETING) NATIVE PAID ARTICLES WEB FACEBOOK PAGE BLOG
- 24. Micro-moments
- 25. Micro-moments SEE THINK DO CARE After coming back home really late from the faculty, she decides to rest and opens up YouTube. She sees an InStream ad for a new spring sneakers collection. While planning new vacation with her boyfriend, she comes across a Display ad on a web portal showing how new spring sneakers collection is perfect while spending a lot of time on foot. Ana searches for the brand of the new spring sneakers collection. She clicks on a Search ad with strong CTA & promotion and makes a conversion. While checking an email, Ana receives a personalized email promoting a limited edition offer of spring sneakers collection she recenty bought.
- 26. FinTech Startup Key decision-maker Demographics • 34 years old • Master’s degree • Lives in Zagreb, own’s an apartment • Married, no kids • Heavy Internet user & computer aficionado • Inspired by art, social media & pop culture Goals • Maximize digital marketing resources Framework • Framework cannot be period defined – run what you can in the same time • Tehnical infrastructure – Can you implement everything to run the campaign and to track your users correctly? How will you recognize different users and track their movement through customer journey? • Data technicality – How easy can you get consumer data you might need? Can you connect your campaigns with CRM? Are there any legal issues you have to consider?
- 27. SETTING UP KPI’s
- 28. SEE THINK DO CARE KPI’S SEGMENTS Reach Video Views View Rate % New Visits Ad recall CTR Web engagement (Scroll rate, Avg. session duration, Pages/session) % Return Visits Ecommerce rate Cost per transaction Avg. order value Funnel abandoment rate Repeat purchases Repeat purchase rate Lifetime value New LP visitors Non-converters Channels Campaign Retuning LP visitors Non-converters Channels Campaign Returning visitors that started a purchase process, but didn’t convert Channels Campaign Products bought Repeat customers Channels Setting up KPI’s
- 30. EXECUTION
- 31. The process 1. Digital analytics setup 2. Campaign setup 3. Campaign management 4. Real-time reporting 5. Optimization & iteration
- 32. FinTech Startup Key decision-maker Demographics • 34 years old • Master’s degree • Lives in Zagreb, own’s an apartment • Married, no kids • Heavy Internet user & computer aficionado • Inspired by art, social media & pop culture Goals • Maximize digital marketing resources Where to optimize? • Allocating budgets • Channels used • Targeting • Creatives & communication • Landing page
- 33. FinTech Startup Key decision-maker Demographics • 34 years old • Master’s degree • Lives in Zagreb, own’s an apartment • Married, no kids • Heavy Internet user & computer aficionado • Inspired by art, social media & pop culture Goals • Maximize digital marketing resources How to optimize? • Use a combination of unicorn channels, but test a couple of donkey channels • Always start with a couple of different targetings in your performance campaigns • Run tests or experiments any time you can • Run regular reports
- 34. Reporting
- 35. PAI D S E AR C H O R G AN I C S E AR C H S O C I AL E M AI L MCF report
- 36. Attribution
- 37. Attribution
- 39. DON’T PANIC!
- 40. What can you do?
- 42. Iterate again.
- 43. Conclusion • Make a detailed research • Set SMART goals • Use a marketing framework • Always have a couple of safe unicorn channels and a couple of donkey channels to test • Contingency plan is really important when things go south • Report & optimize in real time
- 44. Thank you!
Editor's Notes
- I really love this guy... And if every each one of us would be really enthousiastic about planning campaigns like he is about chemistry, we would be on our way to the stars...
- But before we start... I’d like to show you a video that really inspired me... And in a way, it shows everything you need to have while planning an advertising campaign...
- Goal – that a girl notices him Target market – a brunette girl, his school colleague Channel – tape recorder Communication – through music Measurement – number of girl’s sessions with the tape recorder
- Goal – that a girl notices him Target market – a brunette girl, his school colleague Channel – tape recorder Communication – through music Measurement – number of girl’s sessions with the tape recorder
- Does anybody knows who this is? Meet Felicity Smoak. Best researcher on TV. She can hack, extract data, get anywhere & anything she wants. Be like Felicity. Or....
- This guys know what a good strategy is. And how to change it if something goes wrong. They’ve done it a million times. What they did really well? They always tried to be one step ahead.
- So... Try to think bigger. Out of your comfort zone.
- If you search for Mad Men tv shows, you will mostly see men in the focus. Why I chose this picture? These two women knew how to get what they wanted. They had a strategy. They overcomed discrimination and succeed in a man’s man’s world.
- A nije bilo od jabuke?
- KPI’s are important. But you have to be realistic. Perfect examples are drug lords. They all had a problem of too much money to laundry. So they digged holes in the ground, hidding the cash. A perfect example of KPI’s gone wrong.
- They plan everything up and something out of the blue happens. And it happens quite often. The point is - You have to be prepared for everything. Don’t forget to prepare a contingency plan for your campaign, always.
- Slika data studio reporta
- And you can’t go back in time still, right?
- There’s not a monster to get you.
- https://en.wikipedia.org/wiki/We_Can_Do_It!
- More you are prepared – the better campaign will be
- It’s great to suceed, but you cannot be a complete business professional without a failure. Why? You learn a lot from failures because you give your best to get something out of it. You try harder. You work stronger. You just have to keep on trying.