Uploaded byThe Reference
Multi channel mix - Daan Goor
The document outlines a multi-channel marketing strategy focused on discovery, understanding, desire, action, and loyalty across different audiences including schools, banks, and shops. It highlights the importance of optimizing content, aligning various advertising channels, and measuring key performance indicators (KPIs) like cost per lead and cost per sale. The strategy emphasizes tailoring approaches for both desktop and mobile platforms and creates targeted advertising segments for better performance analysis.
More Related Content
Similar to Multi channel mix - Daan Goor
Multi channel mix - Daan Goor
- 1.
- 3. A playful setlist ChannelsDisplay Remarketing Social Search Mail
- 4. A playful setlist DiscoveryUnderstanding Desire Action Loyalty Channels Content Display Search Social Retargeting Mail
- 5. Display Search SocialRetargeting Mail Subscribe Download Contact Order Submit A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Conversions
- 6. Display Search SocialRetargeting Mail Subscribe Download Contact Order Submit A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Conversions
- 7. Display Search SocialRetargeting Mail Subscribe Download Contact Order Submit A playful setlist Discovery Understanding Desire Action Loyalty Channels Content Conversions
- 9.
- 10.
- 11. 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)
- 12.
- 13. 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)
- 15.
- 16.
- 17. School > intro Groupof 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
- 18. School > content DiscoveryUnderstanding Desire Action Loyalty
- 19. School > content Discovery Home About HIM Understanding Program details Howto apply New students Desire Student life Action Contact Loyalty Your career News
- 20. 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
- 21. 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
- 22.
- 23. School > conversions Whatif 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
- 24.
- 25.
- 26. School > conversions Atfirst: 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
- 27.
- 28. Bank > intro Bankfocused 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
- 29. Bank > content Discovery Save& pay Invest Understanding Document center Service center Action Open account My account Loyalty News Reviews
- 30. Bank > content DiscoveryUnderstanding ActionLoyalty
- 31. Bank > content •Openaccount •My account •News •Review •Document center •Service center •Save & pay •Invest Discovery Understanding ActionLoyalty
- 32. Bank > content •Openaccount •My account •News •Review •Document center •Service center •Save & pay •Invest Discovery ~pageviews Understanding ~downloads Action ~leads Loyalty ~subscriptions
- 33. 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
- 34. Bank > content(homepage) Action 15% Discovery 30% Understanding 30% Action 15% Loyalty 10%
- 35. Bank > content(product page) Action 15% Discovery 30% Understanding 30% Action 15% Loyalty 10%
- 36. Bank > content(account opening page) Action 40% Action 20% Understanding 40%
- 37. Bank > channels+ content + conversions Channels • Owned media • Paid media • Earned media Content • Discovery • Understanding • Action • Loyalty Conversion • Micro conversions • Macro conversions
- 38. Bank > channels+ content + conversions Affiliate Discovery Macro
- 39. Bank > channels+ content + conversions Social Loyalty Micro
- 40.
- 41. Shop > intro Setof 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
- 42.
- 43.
- 44.
- 45.
- 46.
- 47.
- 48.
- 49.
- 50.
- 51.
- 52.
- 53.
- 54.
- 55.
- 56.
- 57.
- 59. How to scorea 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
Editor's Notes
- #8 GA analysis > via channel grouping + content/product grouping + conversion segments