A quick presentation about acquiring customers for regulated markets online. Retargeting ppc audiences with shared pixels, distribution of content, satellite site content marketing.

1. REGULATED
MARKETS
M I N I M A R K E T I N G S T R A T E G Y
W H A T ? W H E R E ? W H E N ?
Sampsa Daavitsainen
sampsa@cta.fi

2. 4K E Y F A C T O R S
I N H O L I S T I C
M A R K E T I N G
A P P R O A C H F O R
R E G U L A T E D
M A R K E T S
Sampsa Daavitsainen, sampsa@cta.fi

3. D I S T R I B U T I O N C H A N N E L S :
W H E N ? W H E R E ? W H Y ?
I D E N T I F Y I N G O P P O R T U N I T I E S :
P P C , O R G A N I C , E M A I L , S M S , L I N K B U I L D I N G ,
A F F I L I A T E M A N A G E M E N T
U N D E R S T A N D T H E R O L E O F T E C H N O L O G Y & D A T A :
T E C H N O L O G Y I N V E S T M E N T S - P P C , S O C I A L A N D
O R G A N I C ( S E O ) M O N I T O R I N G A N D O P T I M I Z A T I O N
T O O L S . L A N D I N G P A G E A / B T E S T I N G , C R M -
W E B S I T E / A P P I N T E G R A T I O N E T C .
C O N S T A N T A N A L Y S I S :
C R M ( C U S T O M E R J O U R N E Y ) , C O N S U M E D
C O N T E N T S E M A N T I C S , C O N V E R S I O N ,
R E T E N T I O N , N L V V S . C P A , T O T A L C A M P A I G N
C O S T
E M B R A C E S T O R Y T E L L I N G :
C U S T O M E R S A T I S F A C T I O N S T O R I E S ( F O R E X A M P L E )
S U P E R B C U S T O M E R C A R E A S A D I F F E R E N T I A T I N G
F A C T O R
B E S T P R A C T I S E S
Sampsa Daavitsainen, sampsa@cta.fi

4. THE KEY KPI:
CUSTOMER NET LIFETIME VALUE
VS. COST PER ACQUISITION
• • •
S A M P S A D A A V I T S A I N E N
Sampsa Daavitsainen, sampsa@cta.fi

5. C U S T O M E R N E T L I F E T I M E V A L U E : X €
A L L O C A T E Y % F R O M X F O R A C Q U I S I T I O N
E . G . 1 0 0 0 € N L V W I T H 1 5 % A L L O C A T I O N
K P I 1 5 0 € P E R A C Q U I S I T I O N
T O T A L C A M P A I G N C O S T 2 0 . 0 0 0 € ( A L L C O S T )
C U S T O M E R S A C Q U I R E D :
C O S T P E R A C Q U I S I T I O N :
C P A K P I S E T T O
C U S T O M E R N E T
L I F E T I M E V A L U E
2 0 0 0
1 0 0 €
1 5 0 €
5 0 €
Sampsa Daavitsainen, sampsa@cta.fi

6. I D E N T I F Y I N G A N D T E S T I N G C H A N N E L S T H A T
C O N V E R T W I T H I N T H E S E T K P I ' S
C O S T P E R A C Q U I S I T I O N
- C H A N N E L S -
C U S T O M E R R E L A T I O N S M A N A G E M E N T
P P C - O R G A N I C : S O C I A L / S E O - A F F I L I A T E S - G U E R I L L A - E M A I L - S M S
S A T E L L I T E S I T E S
- R E T A R G E T I N G
- S H A R E D P I X E L
A U D I E N C E S
E N D O R S E M E N T S
F O R U M S
E T C .
R E T E N T I O N
T R I G G E R S
S T O R I E S
P R O M O T I O N S
E T C .
R E T E N T I O N
T R I G G E R S
S T O R I E S
P R O M O T I O N S
E T C .
M A N A G E M E N T
A C Q U I S I T I O N
T R A F F I C M O N I T O R I N G
E T C .
S O C I A L M E D I A C O N T E N T
D I S T R I B U T I O N
O R G A N I C S E A R C H
C O N S U M E D C O N T E N T
E T C .
K E Y W O R D
P R O S P E C T I N G A N D
O P T I M I Z A T I O N
C A M P A I G N L A N D I N G
P A G E A / B - T E S T I N G
C L E A R K P I ' S
C O S T P E R
A C Q U I S I T I O N
E T C .
- C U S T O M E R J O U R N E Y -
R E T E N T I O N - B U I L D I N G N L V
I D E N T I F Y I N G C U S T O M E R / P R O S P E C T A C T I O N S T H R O U G H W E L L I M P L E M E N T E D C R M I N T E G R A T I O N
T H R O U G H C H A N N E L S B U I L D S " C U S T O M E R J O U R N E Y "
Sampsa Daavitsainen, sampsa@cta.fi
T R A D I T I O N A L
M E D I A

7. S A T E L L I T E S I T E S A S A N A C Q U I S I T I O N C H A N N E L F O R
R E G U L A T E D M A R K E T S
C R O S S P I X E L C U S T O M E R
R E T A R G E T I N G
Sampsa Daavitsainen, sampsa@cta.fi
S A T E L L I T E
C O N T E N T S I T E
K E Y W O R D S
P P C
O R G A N I C / P P C
D I S T R I B U T I O N M O D E L
S H A R E D
R E M A R K E T I N G
A U D I E N C E S
S O C I A L M E D I A
P R O F I L E S
W E B S I T E S
X Y Z

8. HERE FOR QUESTIONS:
Sampsa Daavitsainen
+358445719903
sampsa@cta.fi