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Mastering the Digital Journey: Full Funnel Strategies for Digital Domination.

Avalaunch Google Day, November 2018. Presentation Slides.

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Mastering the Digital Journey: Full Funnel Strategies for Digital Domination.

  1. 1. LUKE ALLEY Redefine the Customer Journey Through Intent AVALAUNCH MEDIA
  2. 2. What are Your Challenges?
  3. 3. What I’ll cover 1 2 3 4 5 How the customer journey is changing Why the customer journey is changing Recognizing intent in consumer behavior 8 Pillars of digital marketing to capture the intent How the 8 Pillars work together
  4. 4. Skiing with my Dad
  5. 5. Skiing with my Son
  6. 6. The Alley Ski Purchase Journey Social Media Callout, Sep 30 Issued a social media call to Utah skier friends Surfing the Internet Visited sites to get a sense of prices Chat with a Friend Talked with Andy to see what he recommends Sundance Website Looked online for resort season pass prices Remarketing Ad Clicked on an advertisement for ski gear Spousal Pitch Urged wife to let me drop more than ever for a father-son activity1 2 4 7 10 11 Purchase* — Nov 2 Bought gear and rented skis for me and my son13
  7. 7. The Customer Journey is Changing Awareness Consideration Conversion Loyalty Advocacy Word of Mouth No longer a linear path
  8. 8. Source: https://komarketing.com/blog/mapping-the-b2b-buyer-journey/ The Customer Journey is Changing
  9. 9. Source: https://www.slideshare.net/ClairBush1/the-new-customer-journey The Customer Journey is Changing Shop Online View Banner Ad Watch Tutorial Purchase Through Call Center Blog Compare/Shop Post Reviews Purchase via Mobile YouTube Ad Facebook Like Read Reviews Purchase In-store Watch YouTube Ad Download App Watch Video on Mobile View Print Ad
  10. 10. No two customer journeys are the same
  11. 11. Justin’s Headphone Journey JUSTIN, 19 Total Touchpoints: More than 375 Total Searches: 8
  12. 12. Jill searched for Ultra Beauty locations on mobile Jill’s Makeup Journey JILL, 25 Total Touchpoints: More than 125
  13. 13. Purchase made on mobile Ava’s Flight Journey AVA, 28 Total Touchpoints: More than 500
  14. 14. Why is the customer journey changing like this?
  15. 15. What percentage of consumers start an activity on one device and finish on another?
  16. 16. Mobile & Buyer Consumption 41% Start an activity on one device & finish on another
  17. 17. What percentage of consumers use more than three devices?
  18. 18. Mobile & Buyer Consumption 50% use more than 3 devices
  19. 19. What percentage of consumers use their phones in-store?
  20. 20. access mobile while shopping in-store 65% Mobile & Buyer Consumption
  21. 21. Mobile & Buyer Consumption 50% Use more than three devices 41% Start an activity on one device and finish on another 65% Access mobile while in-store https://www.thinkwithgoogle.com/feature/search-intent-marketing-funnel
  22. 22. Andy’s Blue Shirt Buying Cycle
  23. 23. We use our devices for immediate answers ...when we do, we express INTENT & transform the traditional marketing funnel
  24. 24. Define “INTENT” The state of mind with which an act is done
  25. 25. INTENT IS REDEFINING THE MARKETING FUNNEL No longer a linear path Unpredictably narrowing & broadening considerations Turning to devices for immediate answers Each expression of intent reshapes traditional funnel https://www.thinkwithgoogle.com/feature/search-intent-marketing-funnel
  26. 26. Who understands their customers’ journey well? How?
  27. 27. Understanding Your Customers Journey Ways to Understand Your Customer’s Journey Better Sales and Support Forums Social Media & Social Listening Analytics Data
  28. 28. Time Lag Report - 15% of Rev @ 12-30 Days
  29. 29. Path Length Report - 30% of Rev @ 3+ Interactions
  30. 30. Top Conversion Paths
  31. 31. What does “intent” look like for your customers?
  32. 32. Source: https://www.slideshare.net/ClairBush1/the-new-customer-journey The Customer Journey is Changing Shop Online View Banner Ad Watch Tutorial Purchase Through Call Center Blog Compare/Shop Post Reviews Purchase via Mobile YouTube Ad Facebook Like Read Reviews Purchase In-store Watch YouTube Ad Download App Watch Video on Mobile View Print Ad
  33. 33. 8 Pillars to Capture Intent SEO Paid Media Content Marketing Automation PR & Outreach Website Branding Social Media
  34. 34. 8 Pillars to Capture Intent SEO Paid Media Content PR & Outreach Website Branding Social Media Marketing Automation Video Email Capture Social Strategy Social Listening
  35. 35. 8 Pillars: The Customer Journey Foundation ContentWebsite SEO Paid Media PR & Outreach Marketing Automation Social Media Branding
  36. 36. 8 Pillars: The Customer Journey Foundation ContentWebsite SEO Paid Media PR & Outreach Marketing Automation Social Media Branding KW insights for content Conversion driving KW decisions KW & Ad data sharing
  37. 37. 8 Pillars: The Customer Journey Foundation ContentWebsite SEO Paid Media PR & Outreach Marketing Automation Social Media Branding Conversion driving KW decisions KW & Ad data sharing Define Audiences Content in Ads Boost posts Nurture campaigns for leads/salesKW insights for content
  38. 38. 8 Pillars: The Customer Journey Foundation ContentWebsite SEO Paid Media PR & Outreach Marketing Automation Social Media BrandingLinkbuilding through PR Conversion driving KW decisions KW & Ad data sharing “As Seen On” clout Define Audiences Content in Ads Repurpose Influencer Content Boost posts Nurture campaigns for leads/salesKW insights for content
  39. 39. 8 Pillars: The Customer Journey Foundation ContentWebsite SEO Paid Media PR & Outreach Marketing Automation Social Media BrandingLinkbuilding through PR Conversion driving KW decisions KW & Ad data sharing “As Seen On” clout Define Audiences Pillar pages Content in Ads Repurpose Influencer Content Boost posts Nurture campaigns for leads/salesKW insights for content
  40. 40. 8 Pillars: The Customer Journey Foundation ContentWebsite SEO Paid Media PR & Outreach Marketing Automation Social Media BrandingLinkbuilding through PR Conversion driving KW decisions KW & Ad data sharing “As Seen On” clout Define Audiences Pillar pages Content in Ads Repurpose Influencer Content Custom & lookalike audiences Boost posts Nurture campaigns for leads/sales Use content in MA campaigns KW insights for content
  41. 41. 8 Pillars: The Customer Journey Foundation ContentWebsite SEO Paid Media PR & Outreach Marketing Automation Social Media BrandingLinkbuilding through PR Conversion driving KW decisions KW & Ad data sharing “As Seen On” clout Define Audiences Pillar pages Content in Ads Repurpose Influencer Content SM engagement drives content decisions Custom & lookalike audiences Boost posts Nurture campaigns for leads/sales Use content in MA campaigns KW insights for content Social Media on Brand
  42. 42. 8 Pillars: The Customer Journey Foundation ContentWebsite SEO Paid Media PR & Outreach Marketing Automation Social Media BrandingLinkbuilding through PR Conversion driving KW decisions KW & Ad data sharing “As Seen On” clout Define Audiences Pillar pages Content in Ads Branding as the “Bible” for Everything Repurpose Influencer Content Social Media on Brand Content on-brand SM engagement drives content decisions Custom & lookalike audiences Boost posts Nurture campaigns for leads/sales Use content in MA campaigns KW insights for content
  43. 43. TakeawaysTakeaways 1 Align Intent to Business Outcomes Impressions Clicks & Conversions REVENUE GROSS MARGIN & PROFIT INTENT INTERACTION SIGNALS
  44. 44. Create fast, frictionless experiences, especially on mobile 2 Stop marketing to the average — Be useful instead Takeaways
  45. 45. Dynamic Content 3 Takeaways Automate! Drip Content Nurture Campaigns Lead Form Follow-ups
  46. 46. LUKE ALLEY Thank you. AVALAUNCH MEDIA
  47. 47. MARKETING CASEY PETERSEN AVALAUNCH MEDIA IN THE AGE OF AUTOMATION
  48. 48. What is Marketing Automation? REGISTERED REMINDER DAY-OF SEND REPLY SEND INVITE NO RESPONSE NO RESPONSE REMINDER INVITE DECLINED
  49. 49. Automation’s 3 Purposes “Data dicatates strategy and wins arguments” Eliminate marketers’ repetitive tasks Deliver personalized, hyper-relevant content based on audience behavior Assess data/results of marketing/sales campaigns
  50. 50. The Benefits of Automated Marketing MQLs & SQLs MORE LEADS CUSTOM PURCHASE GUIDANCE UPSELLS & CROSS-SELLS CONSISTENT FOLLOW-UPS SALES & REVENUE
  51. 51. The Benefits of Automated Marketing SmartInsights & Communicator: Managing B2B Marketing Automation in 2017 59% 57% 55% 54% 37% 25% 18% BETTER USER EXPERIENCE/COMMUNICATIONS RELEVANCE IMPROVED CONVERSION RATES IDENTIFY BETTER QUALITY LEADS GENERATING MORE LEADS REDUCED MARKETING COSTS SHORTER SALES CYCLES IMPROVING DEPARTMENTAL ALIGNMENT
  52. 52. Why Most Marketers are Using MA 79% of Leads Adestra “State of Marketing Automation Benchmarks for Success” (2017) NEVER CONVERT INTO SALES Optimizing productivity Increasing marketing ROI Improving campaign management Improving database quality Acquiring more customers Measuring performance Aligning Marketing and Sales 43% CRITICAL OBJECTIVES: 41% 40% 39% 39% 37% 24%
  53. 53. Why Most Marketers are Using MA What if you Could Do This With a Prospect... Create Custom Form Fields Hand Over Information Selection Control Engage at Optimum Moments Gather Key Data Points Who are they? Where did they come from? Where do they live? Where are they now? What do they know? What’s their reason for browsing? What Device are they using? Are they trying to solve a problem?
  54. 54. Powerful Case Of Simple MA DYNAMIC EMAILS FOR HOT / COLD WEATHER DIFFERENT TEXT, IMAGES, CTAs
  55. 55. Did it Work? Powerful Case Of Simple MA: Paper Style CLICKING ON A WEDDING LINK IN ANY PAPER STYLE EMAIL BUYING WEDDING OR BRIDAL SHOWER PRODUCTS VISITING A WEDDING-RELATED PAGE AT PAPERSTYLE.COM TRIGGERS: 1 2 3
  56. 56. HIGHER OPEN RATE THAN AVERAGE INCREASE IN REVENUE PER MAILING CLICK RATE INCREASE MA Case Study: Paper Style Source: GetSpokal.com Did it Work? 244% 330% 161%
  57. 57. Case Study: Crain’s Business Insurance Faced with Declining Revenue, Crain’s... Turned to Marketing Automation Integrated its 3 databases Automated content distribution Aligned content with reader segments Utilized lead scoring & analytics 1 Print subscribers 2 Online Registrants 3 Marketing Automation
  58. 58. IN NEW ADVERTISING REVENUE MORE REGISTERED ONLINE NEWSLETTER SUBSCRIBERS IN PAID PRINT SUBSCRIBERS MA Case Study: Crain’s Business Insurance Did it Work? $550K 43% 2% B2BLeadBlog & a conversion rate of 2.6% from anonymous website visitors
  59. 59. Connecting MA to Marketing Efforts ENGAGEMENT CONSIDERATION CONVERSION CUSTOMERS DISCOVERY LEADS
  60. 60. Connecting MA to Marketing Efforts WEBSITE PAGES BLOGGING EMAIL MARKETING SOCIAL MEDIA FORMS & LANDING PAGES SEO & KEYWORDS PPC & GOOGLE ADWORDS REPORTING
  61. 61. Worries of Best-In-Class Marketers Adestra State of Marketing Automation Report 64% 42% 41% 32% 32% 32% 23% EASE OF IMPLEMENTATION TECHNICAL SUPPORT CROSS-PLATFORM INTEGRATION INDUSTRY ANALYST RATINGS ANALYTICS CAPABILITIES COST OF OWNERSHIP/PRICING CLIENTS/RECOMMENDATIONS THINK IT’S COMPLICATED 81% OUTSOURCE IMPLEMENTATION 59%
  62. 62. The Major Expectations for MA Adestra’s State of Marketing Automation Report 46% 44% 39% 38% 35% 33% INCREASING MARKETING ROI IMPROVING CAMPAIGN MANAGEMENT MEASURING PERFORMANCE OPTIMIZING PRODUCTIVITY ACQUIRING MORE CUSTOMERS IMPROVING DATABASE QUALITY ALIGNING MARKETING & SALES33%
  63. 63. Most Useful Measurement Metrics Three Deep & Ascend2 “Marketing Automation Trends for Success 2016” 58% 58% 42% 41% 31% 30% 16% CONVERSION RATE REVENUE GENERATED LEADS GENERATED ENGAGEMENT RATE PIPELINE VALUE COST PER LEAD OPEN/CLICK RATE
  64. 64. Can you pinpoint what sets your high converting leads apart from the rest? Are you able to quickly scan a list of leads and call out the leads ready to talk to a sales rep? Can you quickly create email assets and landing pages for every lead generation form on your website? Can you accurately measure the revenue that each marketing campaign contributes to your bottom line? Why do You Need Marketing Automation? An Informal Quiz Q Q Q Q
  65. 65. If the Answer is “No” to any of these … you need Marketing Automation.
  66. 66. Relevant emails delivered through MA drive MA: An Unparalleled Rev Gen Engine Companies that invest in MA see an Lead scoring provides an ROI of Companies that excel at lead nurturing and MA generate 1 Act On, 2 WSI Web Marketing, 3&4 LinkedIn 81% 113% faster sales cycle 81% more sales-ready leads at a 33% lower cost 18Xmore revenue than email blasts
  67. 67. CASEY PETERSEN AVALAUNCH MEDIA THANK YOU.
  68. 68. Google Analytics as the Foundation for Smart Marketing
  69. 69. 85 Charles Davis VP, Solutions Blast Analytics & Marketing cdavis@blastam.com @bikecommuter
  70. 70. 86
  71. 71. 87 By Focusing on 3 Core Strategic Solutions
  72. 72. Question 1
  73. 73. Question 2
  74. 74. Question 3
  75. 75. Objectives
  76. 76. Objectives Requirements
  77. 77. Objectives Requirements Implementation
  78. 78. Objectives Requirements Implementation
  79. 79. Smart Marketing?
  80. 80. Display & Video 360 DSP Campaign Manager Ad Server Analytics 360 Advanced Measurement Search 360 Search Tag Manager 360 Advanced Measurement Data Studio Advanced Measurement Optimize 360 Advanced Measurement Studio Creative
  81. 81. Analytics 360 Advanced Measurement
  82. 82. Analytics 360 Advanced Measurement Acquisition
  83. 83. Analytics 360 Advanced Measurement Acquisition Experience
  84. 84. Analytics 360 Advanced Measurement Acquisition Experience Conversion
  85. 85. Analytics 360 Advanced Measurement Acquisition Experience Conversion Accurate Channel Data UTM Tagging Adwords Linking
  86. 86. Analytics 360 Advanced Measurement Acquisition Experience Conversion Accurate Channel Data UTM Tagging Adwords Linking Content Performance Advanced Ecommerce Events Custom Dimension / Metrics
  87. 87. Analytics 360 Advanced Measurement Acquisition Experience Conversion Accurate Channel Data UTM Tagging Adwords Linking Content Performance Enhanced Ecommerce Events Custom Dimension / Metrics Leads / Goals Transactions Attribution
  88. 88. Thank you! Charles Davis VP, Solutions Blast Analytics & Marketing cdavis@blastam.com @bikecommuter
  89. 89. Proprietary + Confidential Unlock Display for Performance
  90. 90. Proprietary + Confidential Understanding consumer intent and meeting their needs in the moment are the keys to winning more hearts, minds, and dollars. Lisa Gevelber “ ”VP Marketing, Google
  91. 91. Proprietary + Confidential Users’ online journeys have grown more and more complex Proprietary + Confidential
  92. 92. Proprietary + ConfidentialProprietary + Confidential Your potential customers no longer follow a linear path to conversion Customers consult an average of 10 sources before making a purchase,1 and 90% of them switch between devices and platforms to complete tasks.2
  93. 93. Proprietary + ConfidentialProprietary + Confidential Have you ever booked a vacation in one sitting? Chances are, your booking process looked more like this. Emailed your friend via your work laptop for destination recommendations, and decide the Bahamas is the perfect destination. Over lunch, you search “Paradise Bay Bahamas reservation 10/1-10/10” on your phone to confirm availability for your trip. It is open, so you book! Searched “bed and breakfast Bahamas” on your phone to find lodging for your trip. Paradise Bay Bahamas seemed like the best option. Watched a YouTube video on your phone of a friend’s Carribean destination wedding, and decide a tropical island is ideal for your holiday. While checking the news on your home computer, a Display ad for the Paradise Bay Bahamas catches your eye, so you click on the ad to scope it out further.
  94. 94. Proprietary + ConfidentialProprietary + Confidential The challenge is, how do you connect with consumers when they aren’t necessarily searching for you? 96%of time online is spent outside search across websites, mobile, YouTube, Gmail + social networks 4%of time online is spent searching proactively (~3 minutes/hour)*
  95. 95. Proprietary + ConfidentialProprietary + Confidential Google Display Network offers a world beyond Search Proprietary + Confidential
  96. 96. Proprietary + ConfidentialProprietary + Confidential Reach potential customers at an unprecedented scale, including users who aren’t actively searching for you. We help you reach customers at all points in the buying cycle - from discovery to purchase. +95% Reach over 95% of global internet users on Google Display Network across 3M+ websites and apps*
  97. 97. Proprietary + ConfidentialProprietary + Confidential Customize your ads to tailor your messaging using our rich user intent signals and reach customers in the moments that matter. These signals help us to understand who your audience is, where they are and what they like. With 1B+ users on each of our seven properties, we have access to real-time user intent signals*
  98. 98. Proprietary + ConfidentialProprietary + Confidential Powerful Machine Learning technology leverages user signals to drive results by making informed decisions at a scale that would not have been possible manually. How do I find my ideal audience? What message do I show my audience? How much should I bid in each auction? How can I measure my campaign effectiveness?
  99. 99. Proprietary + ConfidentialProprietary + Confidential Observe how they can also influence the purchase intent, even if users did not click on these ads at the time of viewing How do we leverage machine learning to identify a high purchase-intent customer? A potential customer registers online for an upcoming half marathon She reads an online article on “how to train for a half marathon” + sees a sports Display ad on the page Searches for “athletic footwear near me” on her mobile device Watches “best running shoes” reviews on YouTube Shown a Google Display ad two days later Identify the audience: Fitness enthusiast Identify customers: Strong purchase intent
  100. 100. Proprietary + ConfidentialProprietary + Confidential Display’s unique combination of reach, user signals, and machine learning capabilities, coupled with highly visual creatives has the ability to drive incremental conversions, across multiple channels including Search. Display ads can influence the path of conversion and drive incremental lift for your business
  101. 101. Proprietary + ConfidentialProprietary + Confidential Research shows that Display campaigns truly drive a strong value for businesses. +17%increase in site visits1 +8%increase in conversions2 Proven impact of the full value of Display campaigns.
  102. 102. Proprietary + ConfidentialProprietary + Confidential Core Pieces to Display Advertising Creatives Bidding Targeting Use your building blocks to build Responsive Display Ads Optimize your bids by analyzing myriad of signals in real-time Find the right audiences by building a full-funnel approach Images Logos DescriptionsHeadlines
  103. 103. Proprietary + ConfidentialProprietary + Confidential We do creative testing across billions of combinations for you to generate the right message to the right user at the right time. Your building blocks Prediction Combination of assets Images Logos DescriptionsHeadlines
  104. 104. Proprietary + ConfidentialProprietary + Confidential We analyze 70 million combinations of these signals within 100 milliseconds when calculating a bid. User characteristics User behaviors Contextual signals Ad characteristics
  105. 105. Awareness Consideration Drive Sales DEMOGRAPHICS A35+, Top 10% of HHI, Parent LIFE STAGES Visited sites or apps that signal a major life event (i.e., marriage or retirement -YouTube/Gmail only) AFFINITY/CUSTOM AFFINITY AUDIENCES Do-it-Yourselfers, Frequently shop at big box stores SIMILAR AUDIENCES Similar to recent hotel room purchasers IN-MARKET + CUSTOM INTENT AUDIENCES Visited sites or apps that signal imminent intent to book hotels KEYWORDS FOR CONTENT Currently engaging with content about the best waves in Honolulu CUSTOMER MATCH Re-engage with people you know (YouTube & Gmail only) CROSS-DEVICE REMARKETING Re-engage with visitors across devices, web and app
  106. 106. Proprietary + ConfidentialProprietary + Confidential Introducing Smart Display campaigns Work Faster Work Smarter Win More Proprietary + Confidential
  107. 107. Proprietary + ConfidentialProprietary + Confidential Revolutionize your approach to Display advertising Smart Display campaigns: Built for simplicity, transparency and scale allowing you to work faster, smarter and win more. Smart Creatives Smart Bidding Smart Targeting With Smart Display campaigns, advertisers see 20% more conversions at the same CPA, when compared to their other Display campaigns* Auto-generate Smart Display ads by supplying the building blocks Optimize your bids by analyzing myriad of signals in real-time Expand to newer audiences using a single campaign type Images Logos DescriptionsHeadlines
  108. 108. Proprietary + ConfidentialProprietary + Confidential Measuring and assessing the performance of your Display campaign Proprietary + Confidential
  109. 109. Proprietary + ConfidentialProprietary + Confidential As you choose the metrics that gauge the effectiveness of your Display campaign, keep in mind: Display ads have the ability to influence potential clients and encourage them to make a purchase - at the time of seeing an ad, later through search or a direct site visit. Even if no click occurs on your Display ads, they may still attract your clients’ interest in your brand and products. Most advertisers place value on whether an ad view resulted in a conversion, regardless of whether the customer interacted with the ad.
  110. 110. Proprietary + ConfidentialProprietary + Confidential Two ways to measure your Display performance Measuring with Google Ads Measuring with Google Analytics You can view your success metrics directly within the Google Ads interface. Consider including view-through conversions if you measure your campaign activity that leverage view-through conversions by default. Build them into your CPA calculations along with your click-through conversions. If you have already set up and linked a Google Analytics account, measure using Multi Channel Funnels reports and the Model Comparison Tool. Contact your Google Ads representative to help set up Display impression tracking within your Google Analytics account and understand how to measure with Google Analytics.
  111. 111. Proprietary + ConfidentialProprietary + Confidential Take action now Preparing for success with Display Implementing new solutions (0-2 weeks later) Assessing your performance (3-4 weeks later) Identify your goals and objectives based on business needs. Then set up conversion tracking within Google Ads to reflect them. Implement Display Campaigns, first, and Smart Display campaigns, once you are eligible. Allow time for the algorithms to learn and adjust to meet your campaign goals. Measure the full value of your Display campaign using Google Ads or Google Analytics. Review your Display performance over the last 2-3 weeks.* Contact your Google Ads representative to explore other suitable Display campaigns. Implementing Smart Display campaigns: Learn more. 1 2 3
  112. 112. Proprietary + Confidential Thank You
  113. 113. YouTube for Action intent action
  114. 114. Search remains the gateway for purchase decisions Source: Google / Euromonitor International, Micro-Moments Survey, USA, July 2016, Smartphone shoppers =1000. Question: What are all of the online sources you have used to look for ideas about what to buy and what device(s) do you typically use ? 86%
  115. 115. Capture search intent beyond the Google results page with YouTube Opportunity to reconnect with people who searched 1.5B Source: comScore Media Metrix, Cross-Visiting Report, Jan 2017
  116. 116. Sight, sound & motion can move undecided consumers to action Source: Google Internal Data, Global, 6/1/16 - 5/1/17 vs. 6/1/17 - 5/1/18 150%
  117. 117. Convert intent into action with YouTube Make it easy to take action Auto-optimize for results Find people who recently searched Prove that it works
  118. 118. Savings plan Find people who recently Searched Custom Intent Audiences
  119. 119. Make it easy to take action TrueView for Action
  120. 120. Make it easy to take actions with apps Universal App Campaigns
  121. 121. Innovating to drive results Leads, calls & more
  122. 122. Make it easy to browse products TrueView for Shopping
  123. 123. Make it easy to take offline action Location Extensions
  124. 124. Auto-optimize for results Smart Bidding
  125. 125. Prove that it works Cross-device measurement Source: Google / Ipsos Connect, March 2016, GPS Omnibus, n=2,013 US online respondents 18+ 75%
  126. 126. Prove that it works offlineStore Visits
  127. 127. 143% 80% 50% TrueView for Action Drives Results
  128. 128. Make it easy to take action Auto-optimize for results Find people who recently searched Prove that it works Convert intent into action with YouTube
  129. 129. Thank You
  130. 130. Using Content to Drive your Omni Channel Strategy
  131. 131. WHAT is Omni Channel Marketing? WHY is it important? HOW can you optimize your content to support this? Agenda Develop a successful strategy Create killer deliverables Strategize delivery across platforms
  132. 132. Have you purchased a new product recently?
  133. 133. Prior to your purchase… What did you do? What kind of brand interaction did you experience? Blogs Social Media Profiles Brand’s Website
  134. 134. Our family of three recently became … Brandon Nicole Gus
  135. 135. A family of four Brandon Nicole Gus Theo
  136. 136. In the market for new puppy food
  137. 137. My Google search… Best puppy food
  138. 138. Puppy Quiz
  139. 139. Creative content with call to action at the end...
  140. 140. Other Research…
  141. 141. Other Research…
  142. 142. Other Research…The Customer Journey
  143. 143. Omni Channel Marketing: What does it mean? Omni comes from the word ‘Omnis’ which can mean ‘all’ or ‘universal’ Provides customers with a seamless experience, regardless of channel or device
  144. 144. WHY is this important and how does it affect your brand?
  145. 145. Here’s WHY 98% 50% regularly using more than four. of Americans switch between devices in the same day. 15 years ago, the average consumer typically used two touch-points when buying an item and only 7% regularly used more than four. Today consumers use an average of almost six touch-points with nearly
  146. 146. Here’s WHY Businesses that adopt omni-channel strategies achieve of customers think brands need to put more effort into providing a seamless experience. 91% greater year-over-year customer retention rates compared to businesses that don’t, according to a survey conducted by Aspect Software. 87%
  147. 147. HOW can you optimize your content to support your Omni Channel Efforts?
  148. 148. Here’s How… 2. Create Killer Deliverables 1. Develop a Successful Strategy 3. Strategize Delivery on Platforms
  149. 149. What’s your gameplan? Start something with a strategy in mind — otherwise, it will lead you nowhere.
  150. 150. #1 Successful Strategy Identify your audience Figure out the most relevant content Competitive Research
  151. 151. Tools to help you figure out the most relevant content
  152. 152. #2 Creating Killer Deliverables
  153. 153. Match all content so you have a cohesive brand.
  154. 154. Coordinate content with audience funnel placement
  155. 155. Create Engaging Pieces
  156. 156. CREATING A COHESIVE
  157. 157. 75%of consumers expect a consistent experience wherever they engage (e.g., website, social media, mobile, in person)
  158. 158. Consideration Discovery Conversion Retention Coordinating Content Deliverables with Customers’ Journey
  159. 159. Consideration Discovery Conversion Retention GOALS: Indirect customer acquisition; brand awareness TACTICS: Educational content, viral content TYPES OF CONTENT THAT WORK WELL DURING THE DISCOVERY PHASE INCLUDE: (games, tools, long-form content, parallax scrollers) BLOG POSTS WEBINARS BIG CONTENT COMPREHENSIVE GUIDES VIDEOS EMAIL NEWSLETTERS
  160. 160. Consideration Discovery Conversion Retention GOALS: Direct customer acquisition TACTICS: Solutions to use-case challenges AT THIS STAGE PEOPLE WILL BE LOOKING FOR: that showcases your products CASE STUDIES DEMO VIDEOS HOW-TO CONTENT PRODUCT DESCRIPTIONS AND DATA SHEETS Remember that they may not yet trust you, so don't put on your sales hat just yet.
  161. 161. Consideration Discovery Conversion Retention GOALS: Transactions with customers TACTICS: Product descriptions & value propositions BE READY TO WOW THOSE PEOPLE IN THE FINAL MOMENTS BEFORE THEY FINALLY DECIDE TO COMMIT TO YOUR PRODUCTS WITH: TESTIMONIALS A STREAMLINED, COMPREHENSIBLE, AND TRUSTWORTHY SALES PROCESS REVIEWS
  162. 162. Consideration Discovery Conversion Retention GOALS: Retention of existing customers; advocacy TACTICS: Help, support, and onboarding THINK ABOUT ALL THE CONTENT THAT'S GENERATED IN THE FOLLOWING FORMS AND HOW YOUR RETENTION WOULD TANK WITHOUT IT: SPECIAL OFFERS INSIDER HOW-TOs CUSTOMER SUPPORT AND HELP DOCUMENTATION EMAIL OUTREACH & FOLLOW-UP EFFECTIVE PRODUCT UX
  163. 163. CREATE ENGAGING PIECES
  164. 164. Motion Graphics & Video
  165. 165. Slide Decks
  166. 166. Interactives
  167. 167. Industry Reports
  168. 168. White Papers
  169. 169. Ebooks
  170. 170. Digital Brochures
  171. 171. Sales Enablement
  172. 172. Visual Content 40X Visual increase people’s willingness to read a piece of content by 80% Content with relevant images gets 94% more views Visual content is 40x more likely to get shared on social media s
  173. 173. Content Marketing Strategy DATA VISUALIZATION INTERACTIVE CONTENT PRESENTATIONS CASE STUDIES LONGFORM CONTENT eBOOKS MOTION GRAPHICS WHITE PAPERS SOCIAL MEDIA BLOG POSTS INFOGRAPHICS ARTICLES YOUR WEBSITE
  174. 174. Video Traffic 50K OLD VIDEO Views over 3-Year Period 240K NEW VIDEO Views over 5-Month Period
  175. 175. #3 Strategize Delivery on Platforms
  176. 176. Tools
  177. 177. Press Outreach
  178. 178. Display & Remarketing
  179. 179. Social Media & Influencers
  180. 180. Content Repurposing Infographic Motion Graphics Slide Deck
  181. 181. More than 2.7 million blog posts are published daily Content is Everywhere There are more than 1 billion websites in existence The average consumer processes 100,500 digital words/day Every 60 seconds, 700,000 Google searches are performed
  182. 182. Key Takeaways Make your content stand out and work together within your channels Develop a successful strategy Create Killer Deliverables Strategize delivery across platforms
  183. 183. THANK YOU.
  184. 184. Driving growth through measurement and attribution Breakout November 2018 AJ Soriano, Regional Product Lead Casey Adam, Agency Account Strategist
  185. 185. Question:
  186. 186. Question: Attribution
  187. 187. Remember 2000?
  188. 188. Last-click attribution
  189. 189. Driven by mobile, consumer behavior has fundamentally changed 38% of consumers use their smartphones to research1 of customers moved between digital channels before purchasing of online adults start an activity on one device but continue or finish it on another 2 79% 75%
  190. 190. INTRO 15+ ways to order pizza Source: https://www.thinkwithgoogle.com/marketing-resources/experience-design/d ominos-customer-expectations-mobile-experience/
  191. 191. Invaluable insights emerge when you use attribution to look beyond the final touchpoint at the entire user journey
  192. 192. Measure Attribute Act
  193. 193. 1. Measure
  194. 194. Simply tracking initial inquiries isn’t enough. Instead, measure every moment that matters to your business.
  195. 195. Using our tools, you can measure a wide variety of interactions based on your business needs What conversion types are you currently measuring? LeadsNewsletter sign-ups Pages visited Phone calls Users reached Cross-device activity
  196. 196. Brand perception In-store conversions App downloads In-app purchases Users reached Post-returns conversions Phone calls
  197. 197. INTERNAL: Confidential + Proprietary Store Visits is the simplest and most scalable of our solutions especially when comparing to time-consuming, expensive alternatives that are not as precise External PDF: Bridging the Customer Journey Across Physical & Digital Worlds
  198. 198. Track online leads through to offline conversions User clicks on an ad and arrives on the site. 1. User submits the lead (form). 2. CID/GCLID is passed and stored in your database. 3. The lead/sale is closed offline. 4. Offline conversion data upload. 5. Ad Form Data uploaded: AW (CSV/API) GA (MP/CSV/API)
  199. 199. Lear Capital Increases New Qualified Clients Using Machine Learning & First Party Data 79% Increase in Lead Volume CASE STUDY The challenge Lear Capital has an aggressive growth strategy centered on increasing sales and profitability. However, they didn’t know where their most qualified clients were coming from. With increasing competitive pressure, Lear Capital realized that they needed to integrate their offline intelligence with AdWords to acquire more high net-worth clients. The approach In collaboration with their Google account management team, Lear Capital began implementing Offline Conversion Import to start leveraging their internal systems to understand which leads turned into valuable customers. In addition, they also leveraged Target ROAS to automatically act on the insight they were receiving from Remarketing for Search, Similar Audiences for Search, and Data Driven Attribution. The results The initial results have been astounding with far better leads coming into the sales team and a 79% YoY increase in overall volume. Not only has this impacted the company’s bottom line, but utilizing Smart Bidding has freed up the marketing team’s time to begin working on video creatives and identifying other market opportunities. The integrated systems that they have put in place allow Lear Capital to measure their customers’ journey in Search, Display, and YouTube. “Feeding Google’s machine learning with our own offline data has allowed us to drive incremental leads and sales. Higher funnel and higher volume keywords that were once cost-prohibitive now account for a 79% increase in lead volume thanks to the optimizations that this feedback loop affords. Not only have we dramatically increased revenue-producing leads, but the value of those leads has increased 6% as well.” —Cher Cusumano, Vice President Google Adwords is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise marketer, Google Adwords delivers reach, relevance and trusted results to help you grow your business. Learn more at adwords.google.com/home. © 2018 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may be trademarks of the respective companies with which they are associated. 6% Increase in Conversion Value Precious Metals IRA Dealer Los Angeles, California, USA • Website
  200. 200. 2. Attribute
  201. 201. Journey of Getting Married Swipe Right on Tinder. Go on a date. Travel together. PROPOSE already. Convr. Done.
  202. 202. So which Activity Gets Credit for Marriage? Convr. Swipe Right on Tinder. Go on a date. Travel together. PROPOSE already. Done.
  203. 203. Marriage Credit Attribution Models. Swipe Right on Tinder. Go on a date. Travel together. PROPOSE already. Convr. Done. x1 0 x3 0 0 x2 0 0 x2 0 x1 x3 If you ask Tinder If you ask the Proposer If you ask a Data Scientist
  204. 204. ATTRIBUTE Great tech gifts Highly rated tablets Nexus 9 tablet 48%
  205. 205. ATTRIBUTE 3 out of 4 Source: https://kenshoo.com/file?source=2014/09/Cross-Channel-Attributio n-Must-Convert-Insight-Into-Action-Forrester-Consulting-TLP.pdf
  206. 206. ATTRIBUTE opportunity Great tech gifts Highly rated tablets Nexus 9 $20B $2B $200M With a last-click model, we only optimize off of this touchpoint.
  207. 207. Attributing value across your users’ paths fuels growth for your business.
  208. 208. An attribution model is defined as the rule, or set of rules, that determines how credit is assigned to touchpoints along the conversion path.
  209. 209. There are three main areas of attribution Understanding cross-device activity Understanding multi-channel activity Understanding intra-channel activity
  210. 210. Google has existing and new product solutions to help Understanding cross-device activity Understanding multi-channel activity Google ads attribution Google Attribution Understanding intra-channel activity
  211. 211. ATTRIBUTE Data-driven Google Ads Search Attribution
  212. 212. ATTRIBUTE LAST CLICK TIME DECAY LINEAR POSITION - BASED FIRST CLICK Conservative growth strategy Growth oriented Market Leader New to the market Low competition High competition
  213. 213. Benefits of using Google Ads search attribution models to assign credit to touchpoints that occur on the Search Network Free tool for Google Ads users Clear process for selecting and comparing models Easy cross-device attribution Personalized integration “Flip the switch” setup Compatible with autobidding
  214. 214. Understanding cross-device activity Understanding multi-channel activity What about multi-channel attribution? Google Ads search attribution Google Attribution Understanding intra-channel activity
  215. 215. Actionable With API reporting and autobidding integration Easy to use Solution for all clients at no cost Cross-channel Comprehensive answers across both paid and non-paid media Cross-device Captures user behaviour across devices Google Attribution (coming soon) Cross-channel, cross-device, multi-touch attribution (and free!)
  216. 216. 3. Act
  217. 217. Your new attribution data is only powerful when you act on it.
  218. 218. How to adjust to your new attribution model Switching away from last-click attribution requires re-thinking time ranges to analyze data Use appropriate time ranges • 30 days recommended • Don’t use most recent days Changing attribution model alone does not change performance • Revisit your bids & budgets • Consider autobidding
  219. 219. Multi-touch models often reveal a shift in credit to mobile devices and upper-funnel targeting Conversions shift from desktop to mobile devices Conversions shift from branded to generic terms
  220. 220. Learning from a peer
  221. 221. Trophy Depot: Driving growth through measurement Goals ✓ Being in a highly commoditized industry with stiff competition, it was crucial for TrophyDepot to find creative ways to compete in the market within their existing budget. ✓ Seeing the value in digital, TrophyDepot stopped their offline and print efforts to focus solely on online marketing, with Google Ads being a key component of growth. ✓ By changing their attribution model, TrophyDepot grew their account with limited upfront investment. They combined SmartBidding (Enhanced CPC) with data-driven attribution to let Google’s machine learning do the work for them. *Comparison dates April to June 2016
  222. 222. *Comparison dates April to June 2016 42% more revenue for TrophyDepot 39% more conversions in Google Ads 21% decrease in cost per order in Google Ads Driving growth through measurement TrophyDepot experienced substantial increases in orders and customers by changing their model for attributing conversions and using automated bidding in Google Ads Results ✓ 42% increase in revenue generated by Google Ads after attribution model switch ✓ Higher quality customers on site led to 21% increase in order conversion rate with 21% decrease in cost per order ✓ Efficiency gains allowed the business to increase media spend by 10% ✓ Create plan to test Smart Bidding further with Target CPA, a fully automated bidding solution
  223. 223. Measure Attribute Act Conclusion Unlock growth for your business
  224. 224. Thank you

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