The document discusses cross-channel marketing strategies to increase online sales, emphasizing the shift from multichannel to cross-channel approaches. It highlights challenges organizations face in integrating data and understanding marketing analytics, suggesting optimized performance marketing campaigns as a solution. Key components include dynamic creative optimization and predictive modeling, which aim to enhance campaign effectiveness across multiple channels.

1. Cross Channel Marketing: How to
Increase Your Online Sales
05/06/2013
ForestView is a unit of
George Charalampakis,
Performance Marketing Manager

2. The Group
Leading Digital Media
& Marketing Group
Geo Presence: CEE. & SE Europe
Sales House
Geo Presence:
GR/HU/RO/BG/CY
HR: 39
Launch : 2006
Performance Marketing
Geo Presence:
GR/HU/RO/BG/CY
HR: 19
Launch : 2010

3. Adwords Certified Partner

4. Preferred Sales Partner for 6
Countries in CEE & SE Europe

5. From Multichannel To Cross Channel
Marketing

6. Multi Channel Marketing
Not a New Game

7. Time spent on Media
Saturation
Opportunity

8. The new multiscreen world

9. Multichannel Path to Conversion
Considerati
on
Intent to
purchase
Research PURCHASE
HOTEL
RESERVATION
Search on the web PURCHASESocial Interactions Surfing on the web
&
Search on the mobile

10. We are multi-screeners.

11. The device we choose to use is driven by our context

12. No more passive media consumption
 The digital user Interacts
 We have the data
 We can measure everything

13. Indicative Digital Channels
Display

14. The Issues
Too much information in too many places: 35%
Organizations say that integrating multiple data sources is a challenge
They don’t understand the benefits: 30%
Having a hard time understanding how marketing analytics use
They lack the talent: 30%
Having problems finding the right people with the right knowledge
2013 Big Data for Marketing, Aberdeen Group

15. The Issues
Forrester 2012

16. THE SOLUTION

18. Optimized Performance marketing campaigns across
multiple channels, that are measured (and paid for),
based on their performance against certain
objectives.
Performance Marketing is about delivering tactical,
accountable and measurable results; all driven by client-led
success metrics

19. Dynamic Creative Optimization

21. Automatic Bid Optimization on CPC or KPI
0
2
4
6
8
10
12
1 2 3 4 5 6 7 8 9 10
Advertising Cost
Actions/Revenue
Most Cost Effective Campaign Point
X
Cost
Actions
Time
Development

22. Predictive Modeling Optimization
Predictive Bidding
• Allows easy adaptation of bids to changing market conditions.
• Maximize performance based on
• business objectives
• product category
Forecasting-‘’what-if” scenarios - effective Campaigns

23. Digital Cross Channel Marketing
‘’Viewability’’ of Multiple Channels
Display
Search Display
Arbitration Across Channels
Cost Effective Campaigns

24. Cross Channel Marketing is:
Centralised Data Monitoring
Automated Decisions
Cross Channel Attribution
Cross Channel Optimization

26. Financial Offer
See the big picture!
Contact:
georgech@forestview.eu
www.forestview.eu
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