Acquisio eb cross_channel_marketing_feb_2012


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Cross channel marketing offers the power to maximize advertising and branding campaigns across several
integrated channels. Embracing this strategy begins with an acknowledgement of the various behaviors and events
consumers conduct along the marketing funnel.

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Acquisio eb cross_channel_marketing_feb_2012

  1. 1. Cross Channel Marketing:A Primer for Search AgenciesA Search Marketing Now E-Book
  2. 2. Cross Channel Marketing: A Primer for Search Agencies IntroductionToday’s marketers and agencies have their work cut out for them, with more ways than ever to reach theirprospects and customers. Contemporary media messages, delivered across an ever-growing number of channels,surround consumers throughout the day. The internet has made a colossal impact on the way consumers interactwith brands, empowering them to review and share experiences with other users across the globe.With so many channels available, consumers often move from one channel to another during the researchingand purchasing process. Consumers live their media experiences holistically, but many agencies still cling to amisplaced and outdated silo approach to advertising. Each part of the campaign runs independently and onlyrarely are some elements integrated such as email and direct mail or follow up direct mail on display advertising.Search can provide greater insight into consumer attitudes and may reveal that a channel has even moreinfluence than imagined, but only if a cross channel marketing strategy is implemented by a brand and itsagencies.This E-Book discusses the concept of cross channel marketing, the challenges facing the space, and the solutionsin place to aid agencies in adapting this new strategy. Acquisio and Search Marketing Now would like to thankthe following Search Engine Land contributors for their assistance in developing this report: Ross Barnes, Directorof Digital at mCHI; Andy Komack, VP and Conductor of Marketing at BlueTrain Mobile; Benny Blum, Director,Strategy & Analytics at eSearchVision; Manu Mathew, CEO, Visual IQ, Inc.; Dax Hamman, Chief Revenue Officer atChango; and Diana Gordon, Account Director at iProspect. Thanks also to Nathania Johnson for researching andpreparing this E-Book. n2 © 2012 Third Door Media, Inc. • Email: • (203) 664-1350
  3. 3. Cross Channel Marketing: A Primer for Search AgenciesWhat is cross channel marketing?Cross channel marketing is leveraging one marketing channel to support another marketing channel. A display adcreated as part of a branding support campaign can be utilized to influence search behavior, benefiting paid searchand search engine optimization efforts.Essentially, cross channel marketing is an acknowledgement of events that occur along the entire marketing funnel.The key to success is integration of the right channels while making the consumer’s experience appear seamless.Though cross channel marketing involves multiple channels, it should not be confused for multi-channel marketing.Multi-channel vs. cross channel marketingIn today’s connected world, consumers search online, test products in retail environments, conduct pricecomparison on mobile devices, and complete purchases through any of these channels. Brands are increasinglyadept at incorporating new digital channels as they arise, such as social media and mobile.Participating in multiple channels is multi-channel marketing. Manybrands already incorporate multi-channel marketing by utilizing searchmarketing, email, social media, and mobile marketing strategies. If a website visitor enteredHowever, simple participation in each channel does not leverage the through a search enginemaximum potential of each channel. after viewing a display ad,Agencies that focus only on clicks and conversions are not necessarilygetting an accurate picture of the success of a keyword or campaign. a cross channel strategyMarketing to multiple channels may be spread across various individualsor teams working in silos. For example, media planners may not enables all parties toincorporate keyword research conducted by search marketing teams,who are often left out of the loop on new product development and receive appropriatebranding campaigns. attribution as well as theCross channel marketing allows brands to reach consumers at various insight required to improvetouchpoints along the same campaign. If a website visitor enteredthrough a search engine after viewing a display ad, a cross channel upon current and futurestrategy enables all parties to receive appropriate attribution as well asthe insight required to improve upon current and future campaigns. campaigns.Why embrace a cross channel marketing strategy?The benefits for agencies adopting a cross channel strategy are several. Incorporating holistic marketing iscomparable to diversifying an investment portfolio. Much like a portfolio should not be weighted too heavily inone asset class, agencies do well to avoid depending too much on a single strategy or channel, such as searchmarketing on Google only.By understanding the discovery cycle, agencies know who, when and how customers are searching. They thenhave the chance reach them at several points during the purchase process. By increasing exposure to potential newcustomers, a brand’s awareness grows and increases recall during the research phase.Understanding that success is defined by conversion -- not matter where the conversion occurred - is key to the3 © 2012 Third Door Media, Inc. • Email: • (203) 664-1350
  4. 4. Cross Channel Marketing: A Primer for Search Agenciesoverall success of any campaign. This calls for agencies to start integratingmarketing efforts and analysis across all channels. Agencies must arm themselves withChallenges in cross channel marketing knowledge of theWhile embracing a cross channel marketing is a wise strategic move,there are challenges in adoption and incorporation. Agencies must arm impediments they willthemselves with knowledge of the impediments they will face in integratingchannels in order to creatively solve problems and assemble the proper face in integratingsolutions. channels in order to creatively solveChannel proliferation and evolution problems and assembleThe sheer number of channels available to any given campaign presents as the proper solutions.a rather large obstacle in the implementation of cross channel marketing.Not only must brands participate in multiple channels, which are constantlyinnovating and proliferating, but a cross channel strategy requires that campaigns be integrated and optimizedacross those channels This can become difficult in large organizations, where personalities and politics acrossdivisions may interfere with the process.Agencies also must evolve with the manner in which existing marketing strategies mature within the innovations ofcross channel marketing. When marketers hear the term “retargeting,” many typically assume “site retargeting” toreach visitors to a brand’s website. However, the term “retargeting” is expanding to include ad retargeting in orderto reach consumers who have previously viewed a brand’s digital advertising.Communication may become a delicate issue for agencies who are accustomed to working solely within theirchannel. When a brand hires one agency for display advertising, another for search marketing and utilizes in-houseemployees for email marketing, navigating the new waters of cross channel communication may be murky duringthe early stages.Reporting, measurement and attributionCompounding the difficulties of assimilating multiple channels is the task of measuring and analyzing large setsof data created by each channel. Each publisher and network within each channel possesses its own tracking andreporting. Even when an agency begins pursuing a cross channel strategy, simply gathering the data togetherpresents a sizable challenge.Each network is unaware of the existence of the others and each claims the conversion as their own. This can lead tomulti-channel reporting of a conversion. In fact, only one event generated the last click and the others formed earlierevents in this conversion path.Once the data is assembled, the issue of attribution must be tackled. Although there are many ways to attributerevenue, most analytics systems stick with the traditional last entry. If revenue is attributed across multiple termsleading to a conversion, more keywords associated may be associated with revenue, but not with meeting crosschannel goals.Figure 1 illustrates how marketers can measure attribution across different paths to conversion.4 © 2012 Third Door Media, Inc. • Email: • (203) 664-1350
  5. 5. Cross Channel Marketing: A Primer for Search Agencies Fig. 1 - Attribution Paths to ConversionNot only must a marketer learn which publisher is producing the best return on investment (ROI) or most revenue,but also which creative within that publisher performs best. Performance factors include the offer, size, placement,day, time and frequency - taking into account all the influences that exist between campaigns and channels.Strategic solutions and automated technologiesWhile the challenges are many, solutions are emerging for the cross channel agency. Since the skills of the searchmarketer are easily transferable to the tasks required for cross channel success, agencies will find themselves aheadof the curve in their ability to adapt to new strategies and technologies.Strategies for integration and optimizationIn order to incorporate a cross channel strategy, click streams must be viewed holistically, considering all costsof upper and lower funnel events and total revenue in order to understand the true performance of a campaign.Attribution does this by analyzing all touchpoints that were experienced by its target audience: those on which aconversion took place and those earlier in the funnel where a conversion did not take place.Specifically, search marketers will want to pay attention to the funnel of clicks leading to an event as there aregeneric, upper funnel terms driving clicks on more product specific and branded terms which lead to sales. Paidsearch campaigns can utilize keywords from offline advertising such as newspaper and television as well asinteractive media such as display ads to reflect an integrated call to action.For example, an increase in searches after television advertising is launched can be realistically measured, as canthe subsequent rise in campaign specific word searches after an email is issued. This way search actually providesgreater insight into consumer attitudes and may reveal that a channel has even more influence than imagined.The most basic findings that attribution uncovers within search marketing results are the keywords, ad creatives,5 © 2012 Third Door Media, Inc. • Email: • (203) 664-1350
  6. 6. Cross Channel Marketing: A Primer for Search Agenciesand landing pages that serve as the best introducers, influencers and closers within conversion funnels. Forexample, one type of insight the attribution process uncovers is the lack of credit given to non-branded keywordssearched early in the conversion funnel.Conversely, if marketers discover that their best performing keywords and campaigns within the search channel arenowhere to be found within their other channels, low-hanging fruit is waiting to be harvested.One of the entry points to cross channel marketing for search marketers is display retargeting. With a cross channelstrategy, search marketers will rediscover display advertising’s value in branding and contextual targeting as well.When channels work together, marketers can then test new campaigns on less expensive channels. This maximizesthe overall marketing budget while optimizing creative and strategy. While the results will not be precisely replicatedwhen launched in a different vertical, most marketers will enjoy having at least some insight into a new campaignearly in the creative process.Search agencies must also pay attention to trends within a given channel. Currently, mobile is a relativelyinexpensive channel to integrate. As the medium is adapted by more and more agencies, prices will rise. Earlyadopters will be able to defend the inclusion of mobile into a marketing budget that is increasingly stretched thin.Agencies would do best to experiment now while prices are low.Automation of data and processesThe solution to the challenges in reporting, measurement and attribution lies in technology. Since cross channelmarketing requires many different skill sets, automation of data and processes is critical.The primary objective of a cross channel measurement platform is its ability to track multiple channels. Such aplatform enables marketers to track and analyze campaign performance across all significant digital networks,including display, social and paid search. With all data collected into a central platform, marketers can makedecisions about which campaigns and channels perform best based on sound evidence, instead of relying onlopsided “last click” models.Software solutions, such as Acquisio’s tracking and attribution technology, encode destination URLs for allpublishers and networks and utilize one cookie to enable tracking of all performance events for a single visitor.When a single visitor creates multiple impressions for a display ad in addition to performing searches with a brand’srelevant keywords, the cookie can attribute all events to that single user. When the final conversion occurs, eachpublisher’s tracking tag on the conversion page sees its own respective cookie on the user’s machine and claimscredit for their role in the conversion.Marketers will want to use an attribution model that makes homogeneous comparisons of campaign conversionand revenue data possible. A single cross channel attribution model is necessary in order to determine which eventsshould be labeled as “introducer,” “influencer,” and “closer” within a given campaign.Frequency caps address an oft-overlooked dimension to attribution: the number of display impressions in orderto produce a search conversion. Digital media planners and buyers are familiar with applying frequency caps totheir display assets based on a number of impressions above which the ads have historically failed to produce anacceptable return. However, a frequency cap established using one-dimensional criteria might be limiting a positivereturn ads generate via conversions driven within the search channel.Once frequency data is revealed through attribution results, this number will differ from publisher to publisher. Bylooking at the attribution results for display ad frequency across all keywords and engines, a number of instancescan be identified where significant media efficiencies and performance gains can be achieved by toggling up ordown impression frequency caps as needed.6 © 2012 Third Door Media, Inc. • Email: • (203) 664-1350
  7. 7. Cross Channel Marketing: A Primer for Search AgenciesOne of the major advantages of a robust cross channel platform is the integration of reporting for various publishersand networks. Instead of manually collecting the data into an Excel spreadsheet, software solutions collect andprovide visual representation of the data. With the added responsibilities acquired in implementing a cross channelstrategy, search marketers will welcome the time saving qualities of automated processes.ConclusionCross channel marketing offers the power to maximize advertising and branding campaigns across severalintegrated channels. Embracing this strategy begins with an acknowledgement of the various behaviors and eventsconsumers conduct along the marketing funnel.While cross channel marketing provides many effective benefits, it is an iterative process. Thankfully, emergingtechnologies exist to automate tasks including data collection, reporting, and attribution.As channels continue to proliferate and evolve, the need to adopt a cross channel strategy becomes increasinglyimportant and urgent. Additionally, as adoption of new channels among agencies increases, the expense ofparticipating in the channel rises, leaving less room for experimentation. Therefore, the earlier agencies beginincorporating a cross channel strategy the greater benefits they will experience for their clients. n7 © 2012 Third Door Media, Inc. • Email: • (203) 664-1350
  8. 8. Cross Channel Marketing: A Primer for Search AgenciesThe leading performance media platform for agencies, Acquisio helps agency marketers buy, track, manage,optimize, retarget, and report on media across all channels—including search, display, and social media.Acquisio provides the industry-leading technology for agencies buying ads on any online channel, helping themhandle all tasks associated with performance advertising within an integrated platform. Unlike other solutions,Acquisio hosts its own third-party ad server and employs single tracking functionality across channels, allowingmarketers unparalleled conversion and revenue attribution modeling and reporting.Learn more at Victoria, Suite 300Saint Lambert, QCCanadaJ4P 2J2toll-free: +1.866.493.9070direct: +1.450.465.2631fax: +1.450.465.2841Search Marketing Now webcasts and white papers provide authoritative and actionable education about searchengine marketing issues. Register today for one of our free webcasts covering topics about search engineoptimization, paid search advertising and search marketing in general.Search Marketing Now is a division of Third Door Media, which publishes web sites, and produces in-personevents and webcasts. Each of the four brands - Search Engine Land, Search Marketing Expo, Search MarketingNow, and Marketing Land - fosters continuing education, evolution and engagement for the community weserve.8 © 2012 Third Door Media, Inc. • Email: • (203) 664-1350