Remarketing: A guide to the customer journey #Webbdagarna2015
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Remarketing: A way to increase sales/engagement by identifying when attention has turned into interest and when desire has become conviction. How to get started: Define goals Create lists and segments Ads, categories and site settings Tools to use
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Remarketing: A guide to the customer journey #Webbdagarna2015
- 1. REMARKETING A guide to the customer journey Vanessa Meyer, Marketing Director at Load Impact March 24th, 2015
- 4. Both credited with conceptualizing the first “Marketing Funnel” Salesmanship magazine, 1904 Elias St. Elmo Founder of Association of National Advertisers, 1898 @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 5. Source: Salesmanship magazine, 1904 Attention Interest Desire Conviction Sale @VanessMeyer @webbdagarna#webbdagarna#remarketing Showing that every sale is offset by attention, interest, desire, and conviction
- 11. THE TRUTH IS….
- 12. 👤 $ ! ! ? ? ? ActivateSellAwareness $ @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 15. “Do not mistake polite attention for interest and do not assume when a desire for possession is aroused that conviction has been reached.” - Frank Hutchinson Dukesmith, editor of the Salesmanship magazine, 1904 @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 16. Re-marketing: A way to increase sales/engagement by identifying when attention has turned into interest and when desire has become conviction
- 17. “Retargeted customers are 70% more likely to complete a purchase than someone who has not been remarketed to” Source: Criteo @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 20. @VanessMeyer @webbdagarna#webbdagarna#remarketing Google Dynamic Remarketing
- 22. email remarketing in-app notification remarketing @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 24. How to get started… 1. Define goals 2. Create lists and segments 3. Ads, categories and site settings 4. Tools to use
- 25. @VanessMeyer @webbdagarna#webbdagarna#remarketing Attention has turned to interest Reviews informational content related to the problem your business solves. Example: whitepaper, blog post, podcast A. Create interest: visits homepage and features page and session duration >5 minutes Goal 1. DEFINE GOALS
- 26. @VanessMeyer @webbdagarna#webbdagarna#remarketing Attention has turned to interest Comes to homepage via quality referral. Example: news article, forum post, social media B. Create interest: signs up for trial, subscribes to promotional newsletter or requests demo Goal 1. DEFINE GOALS Attention has turned to interest
- 27. @VanessMeyer @webbdagarna#webbdagarna#remarketing Desire has become conviction Begins conversion progress Example: adds to basket, clicks “buy now”, attends demo webinar C. Reach conviction: purchases, subscribes to service, etc. $ Goal 1. DEFINE GOALS
- 28. @VanessMeyer @webbdagarna#webbdagarna#remarketing D. ♥ Reach conviction: usage/ visit frequency greatly above avg., uses all features, buys across categories, refers ♡ Reviews up advanced features, buys Example: consults integration docs, API, schedules training, joins loyalty program, enters credit card details Goal 1. DEFINE GOALS Desire has become conviction
- 29. @VanessMeyer @webbdagarna#webbdagarna#remarketing Google Analytics Goal Flow report
- 30. All visitors Completed goal or action Specific page or sections Custom segments @VanessMeyer @webbdagarna#webbdagarna#remarketing 2. CREATE LISTS & SEGMENTS
- 31. @VanessMeyer @webbdagarna#webbdagarna#remarketing 2. CREATE LISTS & SEGMENTS
- 32. 2. CREATE LISTS & SEGMENTS @VanessMeyer @webbdagarna#webbdagarna#remarketing Click drop-down and “build audience”
- 33. @VanessMeyer @webbdagarna#webbdagarna#remarketing 2. CREATE LISTS & SEGMENTS
- 34. @VanessMeyer @webbdagarna#webbdagarna#remarketing 2. CREATE LISTS & SEGMENTS 👤 $ Long distance relationships Virtual team managementTeam brainstorming How to keep track of kids while traveling Task sharing E-learning and online classes Group games online 👤 $ International project planning Watch sports with friends online Group gaming Topics for list building: E-education/learning Long distance relationships Team collaboration
- 35. 2. CREATE LISTS & SEGMENTS List must have at least 100visitors to begin display remarketing Don’t be a stalker. Add converted visitors to separate list and remove them from remarketing campaigns. 🔎 🌄 List must have at least 1000visitors to begin search remarketing @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 36. 2. CREATE LISTS & SEGMENTS Social proof @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 37. 3. ADS, CATEGORIES AND SITE SETTINGS @VanessMeyer @webbdagarna#webbdagarna#remarketing Improve re-call: use similar colors and fonts to website Prevent banner burnout: use variety of sizes/types and refresh regularly Avoid over-exposure: set scheduling and frequency caps
- 38. 3. ADS, CATEGORIES AND SITE SETTINGS @VanessMeyer @webbdagarna#webbdagarna#remarketing Targeted message Clear call-to-action Related landing page Ad segment #1 segment #1 #1 #1 #1
- 39. 3. ADS, CATEGORIES AND SITE SETTINGS Category exclusions @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 40. @VanessMeyer @webbdagarna#webbdagarna#remarketing 3. ADS, CATEGORIES AND SITE SETTINGS
- 41. 3. ADS, CATEGORIES AND SITE SETTINGS @VanessMeyer @webbdagarna#webbdagarna#remarketing 2003 EU e-privacy directive that requires web sites to get the consent of users before using tracking technologies such as cookies.
- 43. Re-marketing + Big Data = Pre-Marketing
- 45. SOURCES • Samantha Nobel, Koozai, Reach, follow, convert with remarketing, Biddable World 2014 • Chris Thomas, Resio, Retargeting: the new behavioral ads, 2011 • Ric Drago, Dragon Search, Who Created AIDA?, Integrated Digital Marketing, 2011 • Social Media Examiner, 4 ways Facebook Remarketing Will Improve your ROI, 2014 • Criteo • IKEA