Transforming Multichannel Marketing into Omni-Channel
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Have your campaigns been reduced to Branded SEM and Retargeting because they're the only channels that "have a good ROAS?" Has your client or company obliterated branding in favor of "performance media?" Are you worried if affiliates are hurting or helping your brand? In this session, Aaron will review the interactions between channels like Display, Video SEM and Affiliate to understand how they interact with each other and how to make them greater than the sum of their parts. You'll leave this session with use cases and best practices for a robust multi channel strategies, and above all, a guide for how to get them approved by those who write the checks.
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Transforming Multichannel Marketing into Omni-Channel
- 1. Transforming Multichannel Marketing Into Omni-Channel …or how I learned to stop whining and make marketing that works Aaron Levy | Director of SEM | bit.ly/elite-omnichannel
- 2. Ad Age Best Agency Culture Ad Age Top 25 US Search Agencies US Search Awards #1 Best Agency Mashable #1 Best Tech Companies to Work For Entrepreneur #1 Top Company Culture Bing Independent Agency of the Year Crain’s NYC #1 Best Place to Work Award-Winning Digital Marketing Agency ELITESEM.COM CONFIDENTIAL | 2
- 3. Company History Ben Kirshner forms Elite, a performance driven digital marketing agency founded on search Zach Morrison joins Elite as employee #2 Elite partners with Mountaingate Capital to accelerate growth Elite grows to more than 140 employees Elite acquires OrionCKB, an industry leader in paid social advertising Elite acquires Email Aptitude, a leading CRM & email provider & surpasses 300 employees 2004 2007 20162005 2017 Beyond20182014-152009 Shopping created as its own expert division Elite acquires CPC Strategy, the leading Amazon agency & surpasses 500 employees
- 4. what you’ll learn Aaron’s taste in clothing Multi channel road blocks Channel sequencing + mmm who does what Getting buy in but aaronnnnnnn what’s the roe-azzzz The end.
- 5. HI! I’M AARON! 13+ years of digital-y stuff SEM Director at Elite SEM I teach display at UVM, media at Drexel Philly “import,” hot sauce hobbyist @bigalittlea | aaron@elitesem.com
- 8. …Why did I buy? @bigalittlea
- 9. @bigalittlea
- 11. 1. Organic 2. Affiliate 3. Email 4. SEM 5. Criteo 6. Reddit 7. Email 8. Pants! 1. Organic 2. Affiliate 3. Email 4. SEM Channel Attribution @bigalittlea
- 12. 1. Organic 2. $225 Affiliate 3. Email 4. $225 SEM 5. $225 Criteo 6. $225 Reddit 7. $225 Email 8. Pants! @bigalittlea Channel Attribution
- 13. …so I spent $1,125 on pants? ….k. @bigalittlea
- 14. First Touch First Preferred Position Based Linear Time Decay Last Touch Data Driven Organic $225 $113 $90 $32 $2 $0 $27 Affiliate + PR $0 $56 $16 $32 $4 $0 $23 Email $0 $28 $6 $32 $7 $0 $9 SEM $0 $14 $2 $32 $14 $0 $61 Criteo $0 $7 $6 $32 $28 $0 $6 Reddit $0 $4 $16 $32 $56 $0 $72 Email $0 $2 $90 $32 $113 $225 $28 Single Source Attribution Which model is right? Wrong? ….Least wrong? @bigalittlea
- 15. First Touch First Preferred Position Based Linear Time Decay Last Touch Data Driven Snarky Attitude 100% 50% 40% 14% 1% 0% 12% Grease + Grime 0% 25% 7% 14% 2% 0% 10% Bread 0% 13% 3% 14% 3% 0% 4% Bottom Cheese 0% 6% 1% 14% 6% 0% 27% Steak 0% 3% 3% 14% 13% 0% 3% Onions 0% 2% 7% 14% 25% 0% 32% Upper Cheese 0% 1% 40% 14% 50% 100% 13% Cheesesteak Attribution The whole is greater than the sum of it’s parts @bigalittlea
- 16. Philly Pro Tips The best cheesesteak is the one in your hand. Decide if you want thick cut, thin or pulverized. Don’t order Swiss (stupid John Kerry). The Originals • Pat’s King of Steaks • Geno’s • Jim’s The “hidden gems” • Ishkabibles • D'Alessandro's • Steve’s Prince of Steaks @bigalittlea
- 17. First Touch First Preferred Position Based Linear Time Decay Last Touch Data Driven Snarky Attitude $225 $113 $90 $32 $2 $0 $27 Grease + Grime $0 $56 $16 $32 $4 $0 $23 Bread $0 $28 $6 $32 $7 $0 $9 Bottom Cheese $0 $14 $2 $32 $14 $0 $61 Steak $0 $7 $6 $32 $28 $0 $6 Onions $0 $4 $16 $32 $56 $0 $72 Upper Cheese $0 $2 $90 $32 $113 $225 $28 Cheesesteak Attribution Which model is right? Wrong? ….Least wrong? @bigalittlea
- 18. Great Things Don’t Need Explaining source: The Atlantic/Fletcher Street Urban Riding Club
- 20. Nobody’s Ready For What They Claim To Want source: Philly Taco, photographer unknown
- 21. Omnichannel Blockers are Common and Plentiful 1. Incentives based on channel success 2. Forecasting on YoY channel growth 3. Vanity + comparity (not a word*) 4. Lack of knowledge + over-benchmarking 5. Silos not cells 6. Fear
- 23. Marketing Funnel Marketing Funnel TOFU most impact, least attention MOFU does anyone pay attention to this? BOFU sweet, sweet conversions Awareness Something Who Knows Isn’t This Automated? Yay a sale!
- 24. Philly Pro Tips TOFU is bland in the hands of an amateur, sublime in the hands of an expert Philly has a rich blend of east Asian food Chinatown/Center City • Han Dynasty • Nan Zhou Hand Drawn Noodles • Lee How Fook • Dim Sum Garden • Cheu/Bing Bing Pocket Neighborhoods • Sate Kampar • Hardena • Pho 75 • Ramayana • D’Jakarta @bigalittlea
- 28. Philly Pro Tips The best ain’t the most modern. Philly was largely founded by Italian immigrants, so the food is very classic/home-y. Go South for authentic red sauce, but there’s some good stuff in CC too. The South • Ralph’s • Bomb Bomb’s • Dante + Luigi’s • Victor Café • Le Virtu Center City (or close by) • Amis/Vetri • Little Nonna’s • La Buca • Giorgio on Pine • La Fontana Della Citta @bigalittlea
- 29. BOM(b) @bigalittlea High impact, highly effective, potentially highly destructive
- 30. @bigalittlea MOM
- 31. @bigalittlea MOM Doesn’t get the credit deserved – contributed most to success Oft ignored until it demands attention
- 32. @bigalittlea FOM(o) OMG we have to be there for every branded search or we’ll just die and like remarketing all the time riiiiiiiiight?
- 34. FOM Branded Search Incrementality is low (10-15%). Brand CPC’s are spiking – are you sure your brand campaigns are paying for themselves? What You’re Doing Aiming for 100% impression share (or darn close) Evaluating channels in a vacuum Using any (and every) extension type available @bigalittlea
- 36. EOM Branded Search Incrementality is low (10-15%). Brand CPC’s are spiking – are you sure your brand campaigns are paying for themselves? What You’re Doing Aiming for 100% impression share Evaluating channels in a vacuum Using any (and every) extension type available What You Should Be Doing Why Should You Do it? Brand incrementality is darn close to zero Profitability tapers off above 90% IS Potentially pestering paying customers Chase the clicks you want, defend the clicks you have Treat Branded SERP’s as a single entity Evaluate messaging and bids based on maze @bigalittlea
- 37. You Can Have Credit for Brand PPC if you make the business better. @bigalittlea
- 38. BOM + MOM Non-Branded Search Incrementality is (usually) great, but role in the maze varies. CPC’s up 30%+ YoY and the SERP is changing What You’re Doing Optimizing on a last click keyword driven model Evaluating shopping + search independently Only leveraging content marketing for sick rankingz @bigalittlea
- 40. BOM + MOM Non-Branded Search Incrementality is (usually) great, but role in the maze varies. CPC’s up 30%+ YoY and the SERP is changing What You’re Doing Optimizing on a last click keyword driven model Evaluating shopping + search independently Only leveraging content marketing for sick rankingz @bigalittlea What You Should Be Doing Why Should You Do it? Incrementality is huge but rarely obvious or expected Vanity is $$$. Each query yields a different result Build marketing pools – don’t ask for marriage on the first date Evaluate on DDA (but know the flaws) Treat every SERP as a single entity Use content as a softer entry point – consider an email capture conversion
- 41. BOM + MOM Affiliate: Not Wild West Anymore incrementality depends on tactic, placement and measurement. Skews towards new customers What You’re Doing Dropping your coupon on every single site there is Kicking everyone off search, brand terms or otherwise Trusting partners and GA @bigalittlea
- 42. Philly Pro Tips PA liquor laws are nuts …but with oft exploited loopholes. Here are Philly’s best places to drink outside Pop Ups + “creative use of space” • PHS South Street • Bok Bar (old vocational school) • Independence Beer Garden • Spruce Street Harbor Park A little more normal • Frankford Hall • Evil Genius • Morgan’s Pier • Harper’s Garden @bigalittlea
- 43. BOM + MOM Modern Affiliate Is Different Don’t treat it like search. Inventory is (usually) sold on CPM. If you’re paying CPC you’re trusting someone else’s math. What You’re Doing @bigalittlea What You Should Be Doing Why Should You Do it? Price out competitors by leveraging search affiliates Each tactic yields different incrementality Do I need to explain this part…? Look beyond “traditional” affiliates. Likely cheaper than display! Leverage flanker affiliates ( Use your own source of truth to measure impact Dropping your coupon on every single site there is Kicking everyone off search, brand terms or otherwise Trusting partners and GA
- 44. BOM + MOM Display Is… Misunderstood Incrementality varies from amazing to nothing. 96% of time online is away from search. What You’re Doing Optimizing based on click performance Evaluating prospecting, gsp, retargeting and with the same lens Trusting partners and GA @bigalittlea
- 45. Philly Pro Tips We Got Some Weird Dessert. Irish Potatoes are neither Irish nor potato. Here’s Philly’s best (and strangest) confections Best • Beiler’s Donuts + Fritters • John + Kira’s chocolates • Barbuzzo Salted Caramel Budino • Cannoli from Isgro’s • Vietnamese Pastries at Ba Le Unique • Tehini Shakes from Goldie • Irish Potato • Tasty Kakes • Peanut Chews • Mallo Cups @bigalittlea
- 46. BOM + MOM Display Is Complex Don’t treat it like search. Inventory is (usually) sold on CPM. If you’re paying CPC you’re trusting someone else’s math. What You’re Doing Optimizing based on click performance Evaluating prospecting, gsp, retargeting and with the same lens Trusting partners and GA @bigalittlea What You Should Be Doing Why Should You Do it? You’re more likely to survive a plane crash than to click on a display ad Each tactic yields different incrementality Do I need to explain this part…? Optimize on discounted view based performance Measure each interaction as part of a journey Trust no one – use your own source of truth
- 47. BOM + MOM + FOM Social is Lit. Yeet. Key. YOLO A hearty burp counts as a conversion, but data can’t leave walled gardens. Incrementality and loyalty are tough What You’re Doing Optimizing based on 1 day view and 30 day click Heavy audience segmentation with minimal creative rotation Avoiding Twitter like the plague, only touching LinkedIn if AJ tells you
- 48. @bigalittlea
- 49. Philly Pro Tips Here’s a list of off-kilter museums (for now) and festivals (for your next visit) The quirkiness is #whyilovephilly Museums • Mütter Museum • The Barnes Museum • Pizza Brain • Mummer’s Museum • Eastern State Penitentiary Festivals • 9th Street (Italian Market) Fest • Philadelphia Flower Show • Philadelphia Science Festival • Kinetic Sculpture Derby • Philly Beer Week!!!
- 50. BOM + MOM + FOM Social Is A Friggin Mess. A hearty chuckle counts as a conversion, but data can’t leave walled gardens. Incrementality and loyalty are tough What You’re Doing What You Should Be Doing Why Should You Do it? How much do you really trust facebook? Have you ever watched someone scroll through Insta? Need something to make them stop. You don’t have to try EVERYTHING Discounted view through, loosely trust click through Test creative constantly, and vary by audience Go where your audience is (not where FOMO tells you) and manage accordingly Optimizing based on 1 day view and 30 day click Heavy audience segmentation with minimal creative rotation Avoiding Twitter like the plague, only touching LinkedIn if AJ tells you
- 51. MOM + FOM Email is Only a Closer Sign up and get 10% off your first order! Then on the list you go with all the rest of the rubes. What You’re Doing 95% off coupon for signing up, followed by 3-5x a week because emarketer said so Test subjects + creative, but no other real trigger testing Plopping everybody on the same list regardless of marketing source @bigalittlea
- 52. Philly Pro Tips The soft pretzel is really the only savory baked good in Philly You’re the wrongest person that ever wronged. Here’s our fine breads and snacks. And the best pretzels Pretzels • Center City Pretzel • Miller’s Twist • Metropolitan Bakery • Philly Soft Pretzel Factory • Tasty Twisters Breads + Baked Goods • Artisan Boulanger • Sarcone’s Bakery • Lost Bread Co • Hungry Pigeon • High Street On Market
- 53. This is Email Garbage Personalize everything! I heard emoji’s are cool let’s test. Let’s do that direct mail thing where it looks important but instead makes us look like Nigerian princes.
- 54. MOM + FOM Email Is Powerful + Underused Most of the “cost” comes from production – smart segmentation can make other BOM efforts… the bomb. What You’re Doing @bigalittlea What You Should Be Doing Why Should You Do it? Incentives for email signups are a-ok, but are they incremental…? List size is a vanity metric The more an email “feels” part of the journey, the better Don’t Groupon yourself Be wary of list fatigue – a small active list beats a big dead one Get as close to 1:1 as possible, but do it right Measure success as part of a maze 95% off coupon for signing up, followed by 3-5x a week because emarketer said so Test subjects + creative, but no other real trigger testing Plopping everybody on the same list regardless of marketing source
- 55. True Omni-Channel Is Chaotic Beauty the sum must be greater than it’s parts source: graffiti pier – flickr creative commons/BillyPenn
- 56. BOM, MOM + FOM, oh my! Channel Cheat Sheet Manage to channel pixels, but discount value Track on a customer basis against business goals Ideas flow between channels - don’t get cheap on creative Channel Incrementality LTV Leakage BOM MOM FOM Retention Brand Search Low Low Low x x x NB Search High High High x x x NB Shopping High Med High x x Display High High High x Retargeting Low Med Low x x x Email Med High Med x x x Affiliate Med Low Med x x x Marketplace High Low Low x x
- 58. Elite SEM History Ben Kirshner forms Elite, a performance driven digital marketing agency founded on search Zach Morrison joins Elite as employee #2 Elite partners with Mountaingate Capital to accelerate growth Elite grows to more than 140 employees Elite acquires OrionCKB, an industry leader in paid social advertising Elite acquires Email Aptitude, a leading CRM & email provider & surpasses 300 employees 2004 2007 20162005 2017 Beyond20182014-152009 Shopping created as its own expert division Elite acquires CPC Strategy, the leading Amazon agency & surpasses 500 employees @bigalittlea
- 59. CRO (Conversion Rate Optimization) SEO (Search Engine Optimization) Paid Search Paid Social Performance Display Shopping & Feed Amazon & Marketplaces CRM & Email Marketing Affiliate Marketing Creative Services Analytics & Marketing Science Integrated Media Strategy
- 60. Team Structure Pillars of Omni-Channel Media Omnichannel means more than channel integration Strategic Partners Holistic Business Strategy Storytelling Data Driven Decisions Budgeting/ Forecasting Cross-Channel Integration Data driven decisions based on marketing portfolio Fluidity is a necessity – information and money must flow freely Seamless account management focused on customers Single source of business strategy @bigalittlea
- 61. Go Be A Better Marketer And appreciate Philly too. We’re hiring here ;) Aaron Levy, Director of SEM aaron@elitesem.com | bit.ly/elite-omnichannel