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ONLINE TARGETING
JOHANN SAVALLE
COMMUNICATION FOR IMPACT
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
OBJECTIVEHow to target a specific vertical in B2B, either by interest or by location or both?
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
LEADSHOW TO GET THEM?
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
Market
AwarenessInterest
Evaluation
Conversion
Buy
Audience Organisation
1. Capture attention2. Awake interest3. Keep contact for a later interaction
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
AUDIENCE1. Depth 2. Relevance
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
Depth =
Quantity
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
Relevance =
quality
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
Increase depth of reach, for a given audience while staying relevant
TARGETING CAMPAIGN
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
JS CommunicationConsulting
ACQUISITION CHANNELS
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
LANDING PAGE
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
Digital Sales Rep
Where the transaction between the audience and the organisation is happening
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
TARGETING CONVERSION CONVERSATION
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
CHANNELS STRUCTURES
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
FACEBOOK- Facebooks Ads - Organic - Retargeting
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
LINKEDIN- Ads - Organic (premium)
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
GOOGLE- Ads - Organique - Google Grant
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
YOUTUBE- Ads - Organic
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
REMARKETING
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
EXAMPLE• Reduce Cart drop • Time constraint offering • Audience steal
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
EXAMPLE• Warm up a listing • Skip spam filter • Optimisation
JS CommunicationConsulting http://jsavalle.com/
@jsavalle
ACME SAS ABM (Account based Marketing)
Target people taking decisions
JS CommunicationConsulting http://jsavalle.com/
@jsavalle