Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à Multi channel marketing 2017 across mobile, email, display and search
Similaire à Multi channel marketing 2017 across mobile, email, display and search (20)
Dernier
Dernier (20)
Multi channel marketing 2017 across mobile, email, display and search
- 1. 2017 Adobe Symposia D.C. - Toronto - NYC - Chicago June 6 June 20 July 18May 2
- 2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 13 years of digital marketing experience and have been with Redtag.ca since 2004. My focus includes, drive traffic and to grow our business organically and to give users the best user experience when looking and booking travel on our sites. I have had the pleasure of working with some of the brightest minds in digital and technology. I am part of the Bot Defense council in San Francisco that helps protect the web from malicious bots. Roberto Gennaro
- 3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Redtag.ca started in 2004 with 6 employee’s in a small room and today is Canada’s Largest independent travel company with 22 brands and 1400 employee’s. Wholesale and retail sites which include 2 of Canada’s biggest OTA’s with Redtag.ca & itravel2000.com
- 4. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Memorable Experience 4 Remarketin g Display Social Media Direct Mail Print Ads Paid Search Radio Push Notification Coupons Calls TelevisionSponsorship Chat Email SEO Affiliate Press Release Word of Mouth WebsiteAmazon Chat Bots sms
- 5. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Journey 5 Search Engines • Clicks on paid search ad • Visits via organic KW Adobe Campaign • Receives an email Facebook Twitter • Views posts from friends • Sponsored ads • Tweets from brand • Sponsored tweet • Looks at video’s of the resort • Pre roll ad unit on search KW Social Media Store Visits • Visits a store Phone Calls • Clicks on a click to call ad • Pre roll ad unit on search KW Ratings and Reviews • Trip Advisor • Trust You Weather Network • Checks Weather Before • Checks weather after booking Website • Checks prices on vacations • Visits site after booking Customers visit 7 or more OTA’s and take an avg. of 8 days to convert and seeing up to 5 display ads
- 6. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Advertising Inefficiency = Increasingly Exposed by Data Right ’Ad’ @ Right Place / Time
- 7. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Campaign Analysis 7 0 100,000 200,000 300,000 400,000 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Mobile Desktop 0 1000 2000 3000 4000 5000 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Traffic Sources Google / Display Bing Email Social
- 8. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 70% of people that buy offline do research online More search happens on mobile vs desktop Less brand search on mobile 50% less likely to buy if mobile experience is bad. Mobile has changed how we live our daily lives and how we connect and interact with brands. We all know that mobile is Now so why isn’t everyone doing it? Mobile has changed our World
- 9. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 Adapt for the curve or stay behind, expectation is higher than ever across all touch points… We have made a commitment to put the customer at the heart of our strategy • Understanding Customer needs Customer First Now the customers first interaction with your brand is a digital one. Your competing with the best digital experience a consumer has ever had. • Smarter with Data We now have more signals and more consumer data than ever before and we have the technology to make sense of it all. • Each moment matters Ad growth is being driven by mobile, online advertising shift to more mobile display and targeting. • Where to market “Put your customer first and you’ll never come in last”
- 10. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 You are only as good as your metrics Personalization • Email subscriber YYZ Deals / Cruises • Social / • Paid Search • Vacation Package Aug 20, 2016 / 4 pax • Flight YYZ / YUL • Toronto – EN • M4JXXX • Chrome – Win 7 • Rogers / TELUS • Apple iPhone 6S Technology • Searched for Barceló Punta Cana • 2 Adults + 2 Children Behaviour • Female • 35– 44 Demographi c Channels Transactions Location Build segments from Analytics => Campaign + Target..
- 11. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 Experience Focus On • Average person uses up to 5 devices. • Big Data (including market and customer insight with predictive analytics) • Who are you selling to? Measurement • Cross device Attribution • When things are measured people don’t often like what they see, being able to stich the customer journey is key to success. Connecting the Dots• Intent and the way we connect to these people should be different • Impact of marketing efforts when customers today are distracted and harder to get their full attention.
- 12. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12 Be Relevant Custome r Tech Deliver Value Intent Fuels Success Digital experience is now your brand experience Experience moving at a ground breaking pace and becoming more assistive Technology Maximize the value of every interaction with the customer Intelligence Data is only powerful in action Be smarter with data we have access too Content Data is King Being Smarter
- 13. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 Right Partners
- 14. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 Q&A rob@redtag.ca Twitter: @rob_gennaro LinkedIn: robertgennaro Roberto Gennaro
Notes de l'éditeur
- Hello and a pleasure to be here this afternoon and thank you Adobe, I am the Chief Digital Officer at redtag.ca and over see our retail sites which include Redtag / iTravel / SearsTravel and others I Started with SEO, PPC and was able to get amazing results in very little time, Organic is still today a main driver of traffic from the foundation we set in 2004 I have met and worked some of the brightest minds in tech and digital, attending these conferences is always a great way to network. Member of the Bot defense council in SFO Never stop learning
- Started on 2004 in a 10 x 10 room 1 developer and 1 designer, great success story Driven to succeed and to be different than the other OTA’s we were early adopters to digital which helped shape redtag to where we are today. We recognized early that digital was measurable and a smarter way to drive traffic to our site. No print Our team is very lean with myself and Leo that over see's search and analytics and along with the great support from our partners like the Adobe’s we are able get great results We are extremely proud of is our Golf tournament that we have raised over 500k Hospital for Sick Kids in 3 years.
- Every customer deserves a memorable experience not white noise Once we manage to capture the consumers attention the next step is equally important. We simply have to get the fundamental's right with more. Today connected customers get smarter every day. They know the price for any item and the experience of other customers – whether a television or a car or travel – before ever stepping foot into a store or showroom or buy online .
- Customer are doing more and more research before and after they buy , story about customer and data that we have seen Use my content to sell to me. Use my data to inform me – email marketing Customers have a better shopping experience online than offline. Not last click attribution Be where your customers are
- Create consistency A lot of us struggle to Be Right at the Right Time.
- This is a typical report we look at to see how campaigns perform across devices and channels Tagging and tracking URL’s Fail fast and move on
- More searches happen on mobile than on desktop for 15 of 24 hours on a typical workday. Bounce rate is still high on mobile 40% Get the basics right on mobile. Speed People Interact more wit your brand on digital than any store People interact avg 13x an hour with their phones Mobile is the bridge between online and offline
- This is a Great time to be in technology Use data to amplify your audience Special offer to repeat customer, Our customer today is dramatically different than she was a decade ago, Fitbit trackers, iPhones, connected thermostats, tablets and streaming media have all emerged since then, dramatically altering what she now expects from every interaction with every brand Forester Research calls it the Age of The Customer
- At every step Transactions to relationships
- Work with the partners that are right for you not always the biggest Here is some pf our partners we work with on the digital side