Transcript Powerpoint - Business in Oxford

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WHAT IS MULTI-CHANNEL MARKETING?
1. Multi-Channel Marketing refers
to the use of many different
marketing channels to get
a message across
2. Some of the different marketing
Channels: Search, PPC Ads, Banner
Ads, Retargeting, Social Networks,
Emails, Texts, Print and TV
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THE IMPORTANCE OF MULTI-CHANNEL
MARKETING?
1. Multichannel marketing is important for the
simple reason that you must be where your
customers are
2. The average consumer may go through 6
channels before making a decision to purchase a
product or service
3. Enables businesses to engage with an audience
on a frequent and interactive basis
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THE CHALLENGES OF MULTI-CHANNEL MARKETING?
Finding the right mix
Of marketing channels
Cost and Time
Considerations
Targeting your
messages
Optimising your
campaigns
"We help businesses and non profits harness the extreme power of digital marketing to
increase leads, grow sales and support goals. "
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CUSTOMER VALUE OPTIMISATION MODEL
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Confidential.
Display Retargeting / Remarketing has
a strong connection in multi-channel
campaigns!
"We help businesses and non profits harness the extreme power of digital marketing to
increase leads, grow sales and support goals. "
© 2016. All rights reserved. 8-digital.com - Proprietary and Confidential.
DIFFERENT TYPES OF RETARGETING
• Retargeting converts windowshoppers into buyers. Generally 3-4%
of consumers convert on the first visit
to website
• Retargeting ads attempt to bring back
the other 96%
Search
Site
• Retargeting to the right audience is a
must if you want to see more
conversions from ads
• Maximise spend from other ad
campaigns
Social Media
Email
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SEARCH RETARGETING
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•
Search retargeting is a form of
display retargeting employed by
digital marketers that target an
audience based on their previous
searches
•
Search retargeting is designed to
find new customers which have
likely never been to a marketer's
website before
•
A person searching for "hotel deals
in Oxford" (has shown interest and
intent and is now a qualified
potential customer that will be
shown display ads on the client's
behalf
SITE RETARGETING
• Site retargeting is a display
advertising technique used by
marketers to display advertising
to people who have previously
visited their website
• A clever way to connect with
visitors to your website who
may not have made an
immediate purchase or enquiry
• It allows you to position
targeted ads in front of a
defined audience that had
previously visited your website as they browse elsewhere
around the internet
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SOCIAL MEDIA RETARGETING
1. Facebook / Instagram:
• Custom Audiences from your
website
2. Twitter
• Tailored Audiences from your
website
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RETARGETING BEST PRACTICES
1. Refine your audience segments (add a burn pixel /
custom combination list)
2. Set a limit on how often a segment is retargeted (15
- 17 ads per month)
3. Promote an offer specific to the site page visited
4. Send your ad traffic to a dedicated landing page
5. Be sure to include a clear call to action (CTA)
6. Use multiple creatives to keep display ads fresh
7. Make it Worthwhile
8. Want the Best? Test, Test, Test
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PAY PER CLICK
An important element in a multi channel
campaign that you can fully control
"We help businesses and non profits harness the extreme power of digital marketing to
increase leads, grow sales and support goals. "
© 2016. All rights reserved. 8-digital.com - Proprietary and Confidential.
ADWORDS AD EXTENSIONS
• AdWords ad extensions allow for easy
multichannel marketing
• The Click-to-Call Extension adds a phone number
to ads, integrating search and mobile activity
• The AdWords Offer Extension lets advertisers add
a coupon to a PPC ad, allowing users to print out
the coupon to use at a brick and mortar location,
merging physical and online activity
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GMAIL ADS
• Engage customers as they check their
inbox with Gmail ads
• Target ads based on sophisticated
signals – domains, keywords, topics
and interests
• Hone in on your ideal audience based
on age, gender and interests using
demographics targeting
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DUAL SCREENING AND ADWORDS
• Second-Screen Searches
Crucial I-Want-to-Know Moments for Brands
• Up to 84% of TV viewers are now second
screening on their tablets, phones and laptops
• Two-thirds of smartphone owners use
their phones to learn more about something
they saw in a TV or an offline commercial
• Web Browsers can now pick up audio codes
from TV , Radio and streamed content
• Ensure to bid on relevant keywords
at all times!
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USING ACQUISITION REPORTING
• Discover untapped opportunities in your
attribution reports
• Use data and insights to determine what
works best
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USING MULTI – CHANNEL FUNNELS
ATTRIBUTION REPORTING
• Look at interactions across most digital media
channels, including clicks from paid and organic
searches, affiliates, social networks, and
display ads
• Understand how different channels work
together to create sales and conversions
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Thank You
John Hones
Director | 8 digital
[email protected]
T: +44 (0) 1295 817 638
M: +44 (0) 7984 33 77 26
"We help businesses and non profits harness the extreme power of digital marketing to
increase leads, grow sales and support goals. "
© 2016. All rights reserved. 8-digital.com - Proprietary and Confidential.