customer · customer. research online, purchase offline – success in omnichannel marketing. ... 5...
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customer.Research Online, Purchase Offline – Success in Omnichannel Marketing.
Arjan ter Huurne.Director - Biz Dev & InnovationMaxlead
Marketing to a digital-first consumer.In order to grow your physical stores
Retailer
Ecommerce Own Stores Franchise
Digital / PaidSearch
Folders /Radio
TV
Folders /Out of Home
Client Client Client
Typicalmarketing
route to client
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There’s no online customer versus offline customer, just
consumer behaviour that spans both digital and physical
interactions.
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Pure players e-commerce
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Multi-channel (main focus offline) Pure players e-commerce
YoY revenue growth
Growth multi-channel >digital pure-players (NL).
Retailer
Ecommerce Own Stores Franchise
Idealmarketing
route to client
Omnichannel marketing strategy withProgrammatic Digital media
Client
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5 steps to success inOmnichannel marketing.
Local Business Information Management
Local Platforms
Store Locator & SEO
(Local) Paid Marketing: SEA, Mobile & Social
ROPO Measurement
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Step 1.Local (Retail) Business
Information Management.
Who is responsible for online location management?
Ambiguïty leads to corrupt data & mistakes
Manual data processing is problematic / impossible
≠
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PainfulData Discrepancies.
Marketing / Digital central IT system Store manager
1. Centralise Location Data in one database: Location Feed2. Rights-management system so store owners can adjust only their locations3. Tailored towards digital marketing (videos, photos, special opening hours)
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Step 2.Local Platforms.
Search engines/ Map makers
Local (Social) Platforms SEO players Navigation &
data providers
Market playersin Local.
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Local mobile searches are growing faster than mobile search for us. They have increased by almost 50% in the last year alone.
Jouw foto
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Google My Business.
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Action’s Google My Business generates over 10M impressions on Maps and over 10M impressions in Search every month.
Make sure to add new photos & videos regularly.
Get your opening hours correct, especially the exceptions.
Google Posts are a great free marketing tool.
Actively manage your reviews.
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Q-Park’s Google My Businessgenerates 1.5x as many Map+Search impressions as actual parking actions.
Step 3.Power own website & Store Locator
+ Search Engine Optimisation.
Use your centralised location data to power your website’s Store Locator
Enrich yourStore Locator.
Use your Location Feed to power your website’s Store Locator
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Rich storePages.
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● Specific● Fresh● Reviews● Photos & Videos● Special Opening Hours
Overview pages for City / Services-areas.
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● Answer local queries properly● Technique: Schema.org mark-up
with structured data● Optimised for Organic Search
Step 4.Local Ads.
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Local Paid SearchText Ads.
● Location feed with LAT-LONG● Powers dynamic local PPC campaigns● USP or promotion specific to each store
Also in Maps!
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Local Paid SearchInventory Ads.
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Local Paid Social.
● Hyperlocal ads in radius around the store● Call-to-action: ‘Get Directions’
Facebook locations.
● Help customers find a business faster.● Offer localised content.● Manage all locations in one place.● Aggregate check-ins on the main Page.● Manage local Facebook ads● Publish posts on all pages
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LocalProgrammatic Display.
● Creatives dynamically adapted to each store or city
● Super-easy to build and optimise with DV360
-Display-Video-Social-Digital Audio-DOOH
-Social Advertising-Retargeting-Generic Paid Search -Content Marketing-Hyperlocal Mobile Display
-Branded Paid Search-Organic Search-Dynamic Product Ads-Local Search-Hyperlocal DOOH
-Email-Social-Blog-Direct Mail
Think Do. Care.
See, Think, Do, Care:Marketing Framework.
See.
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Transaction:➔ Online➔ In-store
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● Digital Out-of-Home
LocalComing Soon.
● Push-notifications in 3rd party apps (Flitsmeister)
Step 5.Research Online,
Purchase Offline Measurement.
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StoreVisits.
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Custom Audiences for Store VisitsOffline-to-online retargeting.
Take-Aways.
● Get your location data up-to-date internally
● Pro-actively spread your accurate location
data to external platforms
● Optimise for Local Mobile Search through
Google My Business
● Go for relevant local digital marketing
● Close the loop with ROPO measurement
KeyTake-aways.
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Heb je naar aanleiding van het event nog vragen of wil je hulp bij het op de kaart zetten van jouw bedrijf of vestigingen? Mail dan naar [email protected].