remarketing: a guide to the customer journey #webbdagarna2015

8/22/13 4:32 PM

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REMARKETINGA guide to the customer journey

Vanessa Meyer, Marketing Director at Load Impact March 24th, 2015

@VanessMeyer @webbdagarna#webbdagarna#remarketing

Both credited with conceptualizing the first “Marketing Funnel”

Salesmanship magazine, 1904Elias St. Elmo

Founder of Association of National Advertisers, 1898


Source: Salesmanship magazine, 1904

AttentionInterest

DesireConviction Sale


Showing that every sale is offset by attention, interest, desire, and conviction


AARRR!

THE TRUTH IS….

!!!

👤

!!

$

! !

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Act

ivat

eSe

llAw

aren

ess

$


👤$ $


“Do not mistake polite attention for interest and do not assume when a desire for possession is aroused that conviction has been reached.”

- Frank Hutchinson Dukesmith, editor of the Salesmanship magazine, 1904


Re-marketing: A way to increase sales/engagement by identifying when attention

has turned into interest and when desire has become conviction

“Retargeted customers are 70% more likely to complete a purchase than someone who has not

been remarketed to”

Source: Criteo



search


Google Dynamic Remarketing

email remarketing

in-app notification remarketing


How to get started…1. Define goals 2. Create lists and segments 3. Ads, categories and site settings 4. Tools to use


Attention has turned to interest

#Reviews informational content related to the problem your business solves.

Example: whitepaper, blog post, podcast

A. $Create interest: visits

homepage and features page and session duration >5 minutes

Goal

1. DEFINE GOALS


Attention has turned to interest

%Comes to homepage via

quality referral. Example: news article,

forum post, social media

B. &Create interest: signs up for

trial, subscribes to promotional newsletter or requests demo

Goal

1. DEFINE GOALSAttention has turned to interest


Desire has become conviction

'Begins conversion progress

Example: adds to basket, clicks “buy now”, attends

demo webinar

C. (Reach conviction:

purchases, subscribes to service, etc.

$

Goal

1. DEFINE GOALS


D. ♥Reach conviction: usage/

visit frequency greatly above avg., uses all features, buys

across categories, refers

♡Reviews up advanced features, buys

Example: consults integration docs, API, schedules training, joins loyalty program, enters credit card details

Goal

1. DEFINE GOALSDesire has become conviction


Google Analytics Goal Flow report

All visitors

Completed goal or action

Specific page or sections

Custom segments


2. CREATE LISTS & SEGMENTS



Click drop-down and “build audience”



👤$

Long distance relationships

Virtual team managementTeam

brainstorming

How to keep track of kids while traveling Task sharing

E-learning and online classes

Group games online

👤$

International project planning

Watch sports with friends online

Group gaming

Topics for list building:

E-education/learning

Long distance relationships

Team collaboration


+

List must have at least 100 visitors to begin display remarketing

Don’t be a stalker. Add converted visitors to separate list and remove them from remarketing campaigns.

🔎

🌄

List must have at least 1000 visitors to begin search remarketing



Social proof


3. ADS, CATEGORIES AND SITE SETTINGS


Improve re-call: use similar colors and fonts to website

Prevent banner burnout: use variety of sizes/types and

refresh regularly

Avoid over-exposure: set scheduling and frequency caps



Targeted

message

Clear

call-t

o-acti

onRelated lan

ding page

Ad

segment #1

segment #1 #1

#1

#1


Category exclusions




2003 EU e-privacy directive that requires web sites to get the consent of users before using tracking technologies such as cookies.


4. TOOLS TO USE

Re-marketing + Big Data = Pre-Marketing

8/22/13 4:32 PM

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Vanessa Meyer @VanessMeyer

[email protected]

Questions?

mailto:[email protected]

SOURCES

• Samantha Nobel, Koozai, Reach, follow, convert with remarketing, Biddable World 2014 • Chris Thomas, Resio, Retargeting: the new behavioral ads, 2011 • Ric Drago, Dragon Search, Who Created AIDA?, Integrated Digital Marketing, 2011 • Social Media Examiner, 4 ways Facebook Remarketing Will Improve your ROI, 2014 • Criteo • IKEA

remarketing: a guide to the customer journey #webbdagarna2015

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polite attention

forum post

blog post

visits homepage

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