The Power of Digital: Winning Loyalty, Gaining Trust
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This document discusses digital marketing strategies and the importance of user experience. It recommends focusing on the entire user journey across channels like search, display, social media, and remarketing. Remarked specifically targets users at different stages like awareness, consideration and preference. The document emphasizes testing messaging and channels continuously to stay relevant and improve experiences. It stresses examining landing page experiences and integrating all channels for coordinated remarketing.
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The Power of Digital: Winning Loyalty, Gaining Trust
- 1. The power of digital: winning loyalty, gaining trust Mike Teasdale, Planning Director
- 2. Harvest by numbers 14 40 £13 + 7th 4th 3rd Years old Digital specialists Million billings Ranked media agency by billings Ranked elite media agency category Ranked by client satisfaction Drum Digital Survey 2015
- 3. Accreditations and partnerships • Google Partner • Bing Ads Accredited Professional • Google Analytics Certified Partner • Google Tag Manager Certified Partner • Marin Certified Specialist • Adobe Solutions Partner
- 5. • 1 keyword • x 4 match types • x 3 creative variants • x 4 ad rotation options • x 6 site links • x 4 core ad extensions • x 6 bidding strategies • x 2 delivery options Imagine The Simplest Possible PPC Campaign
- 6. 1 keyword = 13,824 options And that’s not all… + max bid + negative keywords + landing page + day-parting + budget allocation Imagine The Simplest Possible PPC Campaign
- 7. TrustRelevance Efficiency What does success look like?
- 8. “How nice of them to think of me.” Drayton Bird
- 9. The user journey is at the heart of all we do
- 10. User experience is a thread across all digital marketing Search results page Landing page RemarketingWeb journey Conventional UX Harvest holistic UX
- 11. …and successful marketing is all about the user experience Search results page Landing page Website Remarketing Are your most relevant pages prominent? Is the title and page description accurate? Google tests for page usability as part of the quality score calculation On-site customer journeys need to be clearly signposted and relevant Display can be used alongside email to deliver highly relevant messages to customers and prospects Holistic UX means focusing on the entire customer journey, on and off your website
- 12. • “You can improve your landing page experience by: – providing relevant, useful and original content, – promoting transparency and fostering trustworthiness on your site (for example, by explaining your products or services before asking visitors to fill in forms sharing their own information), – making it easy for customers to navigate your site (including on mobile sites), and – encouraging customers to spend time on your site (for example, by making sure that your page loads quickly so people who click your ad don’t give up and leave your site prematurely).” Google’s guidance for landing pages is basically UX best practise Source: https://support.google.com/adwords/answer/2404197?hl=en-GB
- 13. Usability is not an optional extra
- 14. Relevance means… Right message, right person, right channel, right device, right time
- 15. Start with the message, not the medium
- 16. Awareness Preference Could never buy Consideration 1. EXCLUDE Eliminate people who could never buy from our paid advertising – i.e. too young, fraudulent behaviour, wrong location, poor credit, previously rejected 2. ENGAGE Use a common targeting and remarketing platform across all channels to eliminate bidding conflicts. Continually test and learn using lean principles. 3. EXPLOIT Clear customer journeys from search to landing page to purchase, dominate brand search on PPC and SEO, defend search landscape from competitor bidding. Track incremental benefits Match the message to customer segments
- 17. • James had a pension with a previous job, but since he left he hasn’t really thought about his pension planning. • By interacting with a banner he realises that his pension pot is too small and he is falling behind most people. • He then clicks on one of our follow up messages to arrange a free audit. Create a narrative arc that will engage the customer James Simpson Travel Manager
- 18. Remarketing example - prospecting
- 19. Pensions example - prospecting
- 20. Remarketing
- 21. Remarketing
- 22. Banner interactions delivers some useful segmentation • Age • Size of pension pot • Interest in retirement planning • My pension pot is above average, OR • My pension pot is below average
- 23. PPC generics Video remarketing Site specific Lookalike modelling Categories & keywords Search remarketing Website remarketing Behavioural analytics AWARENESS CONSIDERATION PREFERENCE PURCHASE / CONVERSION Native advertising Where channels drop across the customer journey Drive engagement Drive site visits Drive conversions Paid social PPC brand PPC competitors Content amplification
- 24. Remarketing starts with capturing ALL customer interactions Visits to your websiteInteraction on social mediaEngagement with advertising Non-bounce visits Video views Banner interactions Interest in specific categories Browse not bought Likes, favourites Retweets, shares Follows, fans Forwarded links by email Native advertising views
- 25. Remarketing does not have to mean display Remarketing can now happen almost everywhere – not just on display. Driving value from remarketing is highly complex, involving: • Bidding strategy (what is this impression worth to us) • Frequency • Timing • Context (which channel will have most impact) • Messaging Google search (RLSA) Video pre-roll Facebook Exchange Twitter remarketing Display advertising Google Display Network
- 27. Ideas CodeData Build Measure Learn Create faster Cross-functional teams Incremental deployment Continuous optimisation Publisher partnerships HTML5 template banners JavaScript-powered MVT A/B testing Smoke test Learn faster Use PPC to test messaging Test content via content amplification Landing page tests Customer interviews Personas Competitor behaviour Fusion tables Google Correlate Predictive analysis Measure faster Metrics tied to business goals Social listening data Search trends data API-powered dashboards Real-time alerts Container tag deployment Event-level tracking Test against PPC traffic Heat map analysis Funnel analysis Cohort analysis Minimise total time through the loop Super-fast optimisation
- 28. Compare apples with apples Funnel position Category Media Segment Consideration Search remarketing Google RLSA Browse not bought Consideration Search remarketing Google RLSA Generic search Consideration Search remarketing Bing Remarketing Generic terms Consideration Search remarketing Captify Brand terms Consideration Search remarketing Captify Generic terms Consideration Search remarketing Magnetic Generic terms
- 29. • What does success look like? • Examine and improve landing page experiences • Make sure your remarketing is relevant to the target audience • Integrate all channels – Remarketing doesn’t just stop at display • Keep testing! In Summary
- 30. Thank you For more information please contact Harvest on 0207 479 7500 or email workwithus@harvestdigital.com
Editor's Notes
- Not necessarily in the same system, although that would be ideal. It seems likely though that the big players like Google and Facebook will restrict access to each other’s inventory or find other ways to unlevel the playing field.
- And this really means measuring apples against apples – so working out what each tactic is meant to do. For instance, generic search might be up against display prospecting.