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

1.

2.

3.

4.

5.

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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 arjan@maxlead.com.