offline to online targeting in a multi-device, multi-channel world
TRANSCRIPT
1 Information contained herein is property of HackerAgency and is strictly confidential.
MOVING BEYOND BEHAVIORAL
Offline to Online Targeting in a Multi-Channel/Multi-Device World
2
1986Founded 4HubsEmployees300+
3
+DIRECT MARKETING
+CUSTOMER ACQUISITION
+CUSTOMER LIFECYCLE MARKETING (CRM)
+DIGITAL & SOCIAL MARKETING
+MULTI-CHANNEL SALES ATTRIBUTION
SPECIALTIES
4
Our clients are partners
5
WHAT ARE WE TALKIN’ ABOUT?
• Targeting an audience vs optimizing a channel
• Connecting digital systems
• Leveraging search buying signals
• Following the prospect across devices
• How to translate offline data to online results
6
AUDIENCE
PLANNING
TOOLS
7
AUDIENCE SEGMENT TOUCH POINT MAP
First EligibleSeniors entering Medicare eligibility
Experience Triggers- Age-in at 65- Start mktg at 64- Special needs- Start mailing 6
months ahead
Customer Types- Low income- Retired/Retiring- On-going worker- Special needs
Phase(Time Frame)
Awareness(6 - 18 months)
Research(3 months)
Choice Reduction(1 month)
Purchase(1 week)
CustomerGoal
What are the questions customers ask at each stage? From general to specific
Key Triggers,Buy Signals
What keywords, behaviors, offline triggers, etc. indicate interest?
Key Channels
Which marketing channels have the biggest impact per stage?
KeyIdentifiers
What are the unique identifiers – cookies, email address, etc. –that the channels for that stage use
8
WEBSITE ANALYTICS
www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
9
DIFFERENT SIZE/INDUSTRY/COUNTRY
www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
10
FACEBOOK EXCHANGE
11
TACTIC #1
LEVERAGE
SEARCH
KEYWORDS
12
Best Case Scenarios
• Top paid result + top organic result = ~40% CTR
• Top paid result only = ~5% CTR
• Top organic result only = ~30% CTR
Worst Case Scenario
• You don’t show up at all in either = 0% CTR
WE KNOW SEARCH IS AWESOME, BUT
13
YOUR KEYWORD LIST = BETTER TARGETING
• Data from 8 billion searches – including data on Google searches
• Associate cookies to search terms
• Leverage current keyword list
• Message searchers that did or didn’t click on your ads
Medicare insurance
14
TACTIC #2
CROSS
DEVICE
MARKETING
15
IT’S A MULTI-SCREEN WORLD
16
A COMMON CROSS DEVICE FLOW
MOBILE AD
starts shopping journey
RESEARCH
on tablet
in front of TV
COMPLETE
purchase
on laptop
17
DE
VIC
E G
RA
PH
18
TA
RG
ET
TH
E S
AM
E
PR
OS
PE
CT
AC
RO
SS
DE
VIC
E
19
CROSS DEVICE MEASUREMENT
2.5X ConversionsOn Computer
2.6X ConversionsOn Computer
20
TACTIC #3
OFFLINE TO
ONLINE
TARGETING
21
CONNECTING DIGITAL SYSTEMS
MediaDeliverySystems
Prospect/ Customer Database
WebsitesMobile + Desktop
Marketing Source CodesOn Destination URLs
Tracking Tags on Website
Pass Through Marketing Source Codes
Addressable Media + List Driven
Mailing AddressPhone Number
Direct MailEmail
List Driven Digital
Call Centers Retail Stores Other Channels
22
HOW OFFLINE TO ONLINE WORKS
Data Safe Haven
Street Address
Phone Number
Email Address
Any Channel
MatchbackData Process
23
LIST DRIVEN DIGITAL PRO’S AND CON’S
Pro’s• Leverages offline data
• Extends life of data models
• Provided definitive lift metrics
across sales channels
• Sales channel agnostic
• Optimizes media targeting
Con’s• More expensive on both a
CPM and process basis
• Harder – more data work
• Doesn’t optimize channels
24
WRAP IT UP!
• Dig into the buyer’s journey
• Set expectations at the buy stage level
• Leverage as many of the buying signals as possible in the appropriate channels
• Connect as many systems as possible
• Utilize offline and online data in a privacy centric, but measurable program
25
THANK YOU!
• HMU with questions, comments, etc.– [email protected]
• We’re hiring!– Check our job board for openings – www.hal2l.com
– Especially interested in a Media Coordinator