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Applying the cross channel approach by Marusa Flerin

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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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Page 1: Applying the cross channel approach by Marusa Flerin

APPLYING THE CROSS CHANNEL APPROACH

IN DIGITAL ADVERTISING Maruša Flerin Chief Marketing Officer

Webit 2013

Page 2: Applying the cross channel approach by Marusa Flerin

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2

MO

BIL

E

DIS

PLA

Y

VID

EO

SO

CIA

L

SEM

E-M

AIL

HOW ADS ARE NORMALLY DELIVERED

HOW CUSTOMERS USE DIGITAL MEDIA

VS

across one or more channels,

managed individually

using multiple channels, while

continuously switching among them

Page 3: Applying the cross channel approach by Marusa Flerin

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3

PURCHASE OF TRAVEL SERVICES CONSISTS OF MULTIPLE STEPS, ACROSS MULTIPLE DEVICES.

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.

CROSS-CHANNEL & CROSS DEVICE

advertising approach is essential.

63% 89%

of total revenues in the UK comes from purchases made in

MORE THAN

ONE STEP.

of travelers begin their activities on one device and

CONTINUE ON

ANOTHER.

Page 4: Applying the cross channel approach by Marusa Flerin

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CHANNELS EMPLOYED FOR CREATING FIRST INTERACTION

WITH POTENTIAL CUSTOMER

Creating awareness, consideration & stimulating purchase intent

VIDEO ENGAGEMENT SOCIAL

95% of US media

agencies use online video for

awareness*.

*Source: eMarketer, Video Advertising Beyond top of funnel, October 13, 2013.

Interactions within ads for longer brand

engagement.

DISPLAY

Page 5: Applying the cross channel approach by Marusa Flerin

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CHANNELS EMPLOYED TO INFLUENCE PURCHASE DECISION

1. BROWSE PHASE: generic search terms

2. RESEARCH PHASE: (substitute) product search terms

3. BUY PHASE: brand and offer related search terms

SEARCH ENGINE

MARKETING

RE-TARGETING

Great weekend getaway in Europe Flight ticket Austrian Airlines

Page 6: Applying the cross channel approach by Marusa Flerin

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POST

PURCHASE

ANALYSIS

Steps to purchase vary per customer, product, market and other factors. Illustrated path to purchase is solely an example.

STEP 1 STEP 2 STEP 3 STEP 4

Channel as last

interaction.

Channels normally not attributed to final conversion in

standard campaign management.

Thank you for your purchase.

STEP 5

Page 7: Applying the cross channel approach by Marusa Flerin

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CROSS CHANNEL ADVERTISING

AND JOURNEY TO PURCHASE

Decision

ASSISTANT LAST INTERACTION

Awareness, Consideration & Intent

Display

Social Email

Referral SEM

Organic

search

Direct

THE PATH TO PURCHASE (UK, TRAVEL)

Video

Engagement Re-targeting

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.

Channel roles are defined by customers behavior along the journey to purchase.

Page 8: Applying the cross channel approach by Marusa Flerin

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MANAGING CROSS CHANNEL ADVERTISING CAMPAIGN

PRELIMINARY

PHASE

CAMPAIGN

IN PROGRESS

POST-ANALYSIS

1. Predict roles of channels in journey to purchase. 2. Employ multiple channels.

3. Create ad permutations.

1. Measure viewable impressions. 2. Analyze performance of individual channel based on

channel-specific KPI. 3. Analyze attribution to final conversion.

4. Use automatic rules for optimization. 5. Re-allocate budgets among channels. 6. Adapt creatives.

1. In-depth performance analysis.

2. Understand customers journey to purchase.

3

1

2

Page 9: Applying the cross channel approach by Marusa Flerin

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OVERVIEW OF THE CROSS CHANNEL APPROACH

OPPORTUNITY CREATED

BY FRAGMENTED MEDIA

CONSUMPTION

EXECUTION ENABLED BY

ADVANCED TOOLS

ENABLES ADVERTISERS

TO INCREASE ROI

• Takes advantage of

synergies among channels,

• impacts the whole

journey to purchase and

• lowers cost per conversion.

• Providing access to multiple channels and devices from one point;

• empowering

advanced multi-channel optimization.

• Customers are using multiple channels and

• multiple devices along the journey to purchase.

Page 10: Applying the cross channel approach by Marusa Flerin

E: [email protected]

W: www.httpool.com

Maruša Flerin Chief Marketing Officer