Optimizing individual channels is just the starting point. The true value lies in understanding attribution of individual channel and synergies among them.
Internet represents a chain of touch points with the potential customer. They come in many forms and across multiple devices. While following the internet user from online research to online purchase with the exactly appropriate messaging to its browsing behavior might seem challenging, it represents a complete change in how we can execute advertising campaigns.
The presentation held at Webit 2013, shows an example and benefits of advertising across channels, that enables reaching the potential customer on multiple occassions within his journey to purchase.
Maruša is a Chief Marketing Officer at Httpool, cross channel ad network covering most of the CEE, with presence in Asia and focus on international markets outside US and WE.
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Applying the cross channel approach by Marusa Flerin
1. APPLYING THE CROSS CHANNEL APPROACH
IN DIGITAL ADVERTISING
Maruša Flerin
Chief Marketing Officer
Webit 2013
2. HOW ADS ARE NORMALLY
DELIVERED
HOW CUSTOMERS
USE DIGITAL MEDIA
using multiple channels, while
continuously switching among them
MOBILE
E-MAIL
SEM
SOCIAL
VIDEO
DISPLAY
across one or more channels,
managed individually
VS
2
3. PURCHASE OF TRAVEL SERVICES CONSISTS OF
MULTIPLE STEPS, ACROSS MULTIPLE DEVICES.
63%
of total revenues in
the UK comes from
purchases made in
MORE THAN
ONE STEP.
89%
of travelers begin
their activities on
one device and
CONTINUE ON
ANOTHER.
CROSS-CHANNEL & CROSS DEVICE
advertising approach is essential.
Source: Chart 1 Google Think Insights. Base: Google Analytics accountc for U.K. in travel. N = 78M conversions (8.3K profiles). Q4 2012;
Chart 2: Google and Ipsos MediaCT, Google Multi-Screen Travel, June 2013.
3
4. CHANNELS EMPLOYED FOR CREATING FIRST INTERACTION
WITH POTENTIAL CUSTOMER
Creating awareness, consideration & stimulating purchase intent
DISPLAY
VIDEO
95%
of US media
agencies use
online video for
awareness*.
ENGAGEMENT
SOCIAL
Interactions within ads
for longer brand
engagement.
*Source: eMarketer, Video Advertising Beyond top of funnel, October 13, 2013.
4
5. CHANNELS EMPLOYED TO INFLUENCE PURCHASE DECISION
SEARCH ENGINE
MARKETING
1. BROWSE PHASE: generic search terms
2. RESEARCH PHASE: (substitute) product search terms
RE-TARGETING
3. BUY PHASE: brand and offer related search terms
Austrian Airlines
Flight ticket
Great weekend getaway in Europe
5
6. STEP 1
STEP 2
STEP 3
Channels normally not attributed to final conversion in
standard campaign management.
POST
PURCHASE
ANALYSIS
STEP 4
Channel as last
interaction.
STEP 5
Thank you
for your purchase.
Steps to purchase vary per customer, product, market and other factors. Illustrated path to purchase is solely an example.
6
7. CROSS CHANNEL ADVERTISING
AND JOURNEY TO PURCHASE
Channel roles are defined by customers behavior along the journey to purchase.
THE PATH TO PURCHASE (UK, TRAVEL)
Engagement
Video
Referral
Display
Email
Social
SEM
Re-targeting
Organic
search
Direct
Awareness, Consideration & Intent
Decision
ASSISTANT
LAST INTERACTION
Source: Positions of channels and the model is adapted from Google Think Insights. Base: Google Analytics accountc for U.K. in travel. N = 78M conversions
(8.3K profiles). Q4 2012. Video, Engagement and Re-targeting channels have been added in the model based on estimated positions.
7
8. MANAGING CROSS CHANNEL ADVERTISING CAMPAIGN
1
PRELIMINARY
PHASE
1.
2.
3.
Predict roles of channels in journey to purchase.
Employ multiple channels.
Create ad permutations.
1.
2.
2
CAMPAIGN
IN PROGRESS
3.
4.
5.
6.
Measure viewable impressions.
Analyze performance of individual channel based on
channel-specific KPI.
Analyze attribution to final conversion.
Use automatic rules for optimization.
Re-allocate budgets among channels.
Adapt creatives.
3
POST-ANALYSIS
1.
2.
In-depth performance analysis.
Understand customers journey to purchase.
8
9. OVERVIEW OF THE CROSS CHANNEL APPROACH
OPPORTUNITY CREATED
BY FRAGMENTED MEDIA
CONSUMPTION
•
•
Customers are using
multiple channels and
multiple devices along
the journey to
purchase.
EXECUTION ENABLED BY
ADVANCED TOOLS
•
•
Providing access to
multiple channels and
devices from one
point;
empowering
advanced multichannel optimization.
ENABLES ADVERTISERS
TO INCREASE ROI
•
•
•
Takes advantage of
synergies among
channels,
impacts the whole
journey to purchase
and
lowers cost per
conversion.
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