google partner agency digital breakfast with geary lsf
TRANSCRIPT
Google Confidential and Proprietary
Start End Topic Speaker
8:00am 8:15am Registration & Breakfast
8:15am 8:45am Innovation at Google Bob Dillon
8:45am 9:15am The Omni-Channel Approach Liz Serafin
9:15am 9:20am Closing Remarks Bickey Russell
9:20am 10:00am Networking
Agenda
Google Confidential and Proprietary
Focus on the user
Think 10x, not 10%
Google’s approach to innovation
Google Confidential and Proprietary
Focus on the user
Think 10x, not 10%
Google’s approach to innovation
Google Confidential and Proprietary
35%Conversion
Rate IncreaseRemarketing Lists for Search ads to segment & engage past site visitors on Google search
SIGNALS
Google Confidential and Proprietary
Store visits
Estimated Total
Conversions= + + +
Online ConversionsAdvertisers see today
Cross-Device Conversions
Mobile to Computer Computer to ComputerTablet to Computer
12%Entertainment
8%Travel
8%Technology
7%Retail
Increase in conversions
measured when using estimated
total conversions
Calls
MEASUREMENT
Google Confidential and Proprietary
Focus on the user
Think 10x, not 10%
Google’s approach to innovation
OMNI-CHANNEL FOR DIRECT RESPONSE
Meeting Agenda
• About Geary LSF
• Digital Media Consumption Trends
• 5 Tips for Omni-channel Approach for Direct Response Marketers
• Questions
Defining Omni-channel
“Omni-channel is a reflection of the choice that consumers have in how they engage a brand, and therefore is best represented as how brands enable their clients and consumers to use these channels to engage with them.”
- Forbes
“Marketers now need to provide a seamless experience, regardless of channel or device. Consumers can now engage with a company in a physical store, on an online website or mobile app, through a catalog, or through social media. They can access products and services by calling a company on the phone, by using an app on their mobile smartphone, or with a tablet, a laptop, or a desktop computer. Each piece of the consumer’s experience should be consistent and complementary.”
- Marketo
OMNI-CHANNEL FOR DIRECT RESPONSE
CREATIVE DEFINEDOMNI-CHANNEL APPROACH
An Omni-Channel ApproachWhat do you need for an Omni-Channel Approach?
• Your brand to be present
• Your message to be clear
• Your voice to be consistentWe combine Paid, Owned and Earned Media to give you what you need…
Turning your digital ambitions into business results.
OMNI-CHANNEL FOR DIRECT RESPONSE
Q: What is Spurring Multi-Channel ConsumptionA: Better Technology – More Access to Information
OMNI-CHANNEL FOR DIRECT RESPONSE
Digital Spending Outpacing Other Media. Fueled by Mobile and Display
OMNI-CHANNEL FOR DIRECT RESPONSE
Multi Channel Consumer Consultation Differs Among Products
There is no “one size fits all” solution.
DEFINE AND COMMUNICATE OVERALL BUSINESS OBJECTIVES
Create sub-objectives for plan components to play into the whole.
CRAWL, WALK, RUN
• Prioritize initiatives• Budget constraints• Likelihood to impact bottom line
• Develop testing plans• Duration• Specific metrics
• Deploy in phases• Isolate to understand
COLLECT AND UNDERSTAND DATA
• Data is key to ensuring programs can be run as efficiently as possible
• Allows for specific targeting in display and social channels
• Points to the right message with the right experience at the right time
• Provides understanding of customers and behaviors
• Provides foundation for post-funnel marketing efforts
BREAK DOWN MEASUREMENT SILOS
• View results in total, as well as individually.• Centralized tracking is key to building performance story
• Defines metrics in the same way across media• One view of performance data
• Cross channel attribution can begin to show how tactics and vehicles influence each other.
OMNI-CHANNEL FOR DIRECT RESPONSE
Tips for the Omni-channel Approach
Understand the potential role of various tacticsDefine objectives (overarching and individual)Prioritize and develop phasesCapture and analyze dataTie it all together with cohesive measurement