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Strategies for integrating paid search with offline activity to improve roi - real examples and methodology on to achieve it
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© 2010 Net Media Planet
Strategies for Integrating Paid Search: with Offline Activity to improve ROISri Sharma. Managing Director29th April 2010
© 2010 Net Media Planet
It pays to think holistically
Customers who purchase from a brand/advertiser through multiple channels spend 14 percent more annually on average than their single-channel Counterparts.
Source: Jupiter Research
© 2010 Net Media Planet
What’s Integrated Marketing?An holistic approach to promote buying and selling and building brand awareness across two or more online and offline media channels.
© 2010 Net Media Planet
Integrated Marketing IncludesOnline
Channels
Organic searchPaid SearchDisplaySocial MediaEmail
Offline Channels
TelevisionPrintRadioDirect MailOutdoor
© 2010 Net Media Planet
Users move across channels before purchasingBuild on a theme and messageDifferent channels provide different marketing benefits
Why Integrate? Drive increased brand awareness, traffic and promotes buying
© 2010 Net Media Planet
Search & TV Advertising37% of people would see a TV advert and be prompted to go onto a search engineSource: Jupiter Research
© 2010 Net Media Planet
Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives
Set online Paid Search goals and objectivesModel the user journey
Integrate planning and scheduling
Resonate through messaging
Extend reach
Multi-channel analysis
© 2010 Net Media Planet
Offline TV Campaign
Brand awareness creation around the X FactorAudience fit targeting Females 16-35Promote The Perfume Shop brand in conjunction with leading perfume brandsHighly specific product targeting and offer driven
© 2010 Net Media Planet
Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives
Set online Paid Search goals and objectivesModel the user journey
Integrate planning and scheduling
Resonate through messaging
Extend reach
Multi-channel analysis
© 2010 Net Media Planet
Objectives
The Perfume Shop:
Increase no. of salesIncrease traffic to websiteHit monthly target CPA
© 2010 Net Media Planet
Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives
Set online Paid Search goals and objectivesModel the user journey
Integrate planning and scheduling
Resonate through messaging
Extend reach
Multi-channel analysis
© 2010 Net Media Planet
TPS User Journey
Consumer has basic or no
awareness of ‘The Perfume Shop’ brand
Consumer has basic or no
awareness of ‘The Perfume Shop’ brand
Consumer sees the
‘The Perfume
Shop’ TV ad
Consumer searches online for the website and researches
the specific product & offer
Consumer researches on
competitor websites
Consumer sees the ‘The
Perfume Shop’ TV ad
Consumer searches online for the website and researches
the specific product and
offer
Consumer purchases
Consumer returns to the TPS website
and purchases
© 2010 Net Media Planet
Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives
Set online Paid Search goals and objectivesModel the user journey
Integrate planning and scheduling
Resonate through messaging
Extend reach
Multi-channel analysis
© 2010 Net Media Planet
Integrate Planning & Scheduling
TVWhat medium?When would the offline ads appear?Where would the offline ads appear?
Drives coherency for the consumer and a better return for the brand
© 2010 Net Media Planet
Integrate Planning & Scheduling
Paid SearchDefine the keyword strategyTarget specific times and duration around the offline campaign scheduleTarget specific audience geographic locationsTarget specific demographics through adcopy and search engine
Drives coherency for the consumer and a better return for the brand
© 2010 Net Media Planet
© 2010 Net Media Planet
© 2010 Net Media Planet
Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives
Set online Paid Search goals and objectivesModel the user journey
Integrate planning and scheduling
Resonate through messaging
Extend reach
Multi-channel analysis
© 2010 Net Media Planet
Resonate through messaging
Convey the messageMirror tone and phraseology
Match specific phrases from the offline adsUse sitelinks and bespoke landing pages
Convey the sentimentPeople buy because of how a product makes them feel
What does the voice over say and how?What is the strapline?
Translate and reinforce key messages to convert interest into sales
© 2010 Net Media Planet
Standard
Integrated
© 2010 Net Media Planet
© 2010 Net Media Planet
Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives
Set online Paid Search goals and objectivesModel the user journey
Integrate planning and scheduling
Resonate through messaging
Extend reach
Multi-channel analysis
© 2010 Net Media Planet
Extend the reach
Identify websites that share commonality with the offline ad audience
Google content network and social advertising
Define the keyword strategyTarget specific times and duration around the offline campaign scheduleTarget specific audience geographic locationsTarget specific demographics
Increase brand saliency and future customer acquisition.
© 2010 Net Media Planet
© 2010 Net Media Planet
© 2010 Net Media Planet
Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives
Set online Paid Search goals and objectivesModel the user journey
Integrate planning and scheduling
Resonate through messaging
Extend reach
Multi-channel analysis
© 2010 Net Media Planet
Customer Journey optimisation
Analyse the channel journeyattribute value Optimise budget allocationOptimise targeting
Analyse multichannelAttribute valueOptimise budget allocationOptimise focus
Analyse the consumer’s journey to improve ROI
© 2010 Net Media Planet
Channel Analysis
Tim
e o
f TV
ad
Period of Focus
Impressions
© 2010 Net Media Planet
“Net Media Planet stand out from the crowd with great PPC strategy and implementation”
Click through rate +10%
Traffic +28%
Conversion Rate +67%
Revenue +280%
Results for the client: The Perfume Shop
© 2010 Net Media Planet
Thank youDo you have any questions?Sri SharmaManaging DirectorE. [email protected]. +44 (0) 203 008 8321www.netmediaplanet.com