30. havas
HMIAmericas 30
Purchase Funnel
ProductPackageBreakdown
First: Demand Generation
Second: Engagement
Awareness
Consideration
Transaction
Loyalty Advocacy
Lower HigherRetention and Value Delivery
Media/Brand KPIs and Best Use Cases
Awareness and SOV
Online
Offline
VOT (Video
and Audio)
R+F, VTR & Viewability
Traffic to Site/POS and CTR/Foot
Traffic
App Downloads, Leads and
Sales/ROAS
App Re-Eng, Recurrent
Sales
Brand Positive
Reviews
Notes: Recommended for Distributors, Non-Performance,
and Mass Products Clients
Recommended for H2 Seasonality and
Retargeting Campaigns
Reco. for E-Commerce and Lead
Gen. Campaigns
Reco. for Mobile 1st and
Loyalty Program
Campaigns
Reco. for Long Term Customer
Value Campaigns
STV
CTV Streaming Video
Mobile OLV
Linear TV
Spot Radio VOD
Mag. and Newsp.
Satellite Radio
BEM
VOD (Print)
+Native
Social
Mailing
Printed
Reviews
Affiliates
eComSEM/SEO
Mobile Apps
DCO/CRO
Influ-S
Email Marketing
POS Exp.
DELPHI
DELPHI
eCom
SEM/SEO
Email Marketing
AdRecall & Brand Lift Acquisition and Conv. Rates Re-Conversion Rate LTV
Third: Purchase
Fourth: Evangelize
Sampling
Influ-S
Influ-S
OTT
ATV
Programmatic
Radio Gamification
d2POS
eCom
VOT (Print)
Mailing
pOOH
40. Enrique Samper
MATRIZ DE POSICIONAMIENTO
✓ Estudio cualitativo o cuantitativo.
✓ Simula el Posicionamiento.
✓ Percepción del consumidor.
✓ Visualizarme vs la categoría.
✓ Espacios vacíos.
