Advanced Channel Sequencing - SES San Francisco 2013

San Francisco • September 10–13, 2013 • #SESSF @SESConf

Advanced Channel SequencingUnderstanding Each Channel’s RoleJustin FreidCMI MediaDirector of Search Engine Marketing (speaker logo)

San Francisco| September 10–13, 2013 | #SESSF | @SESConf

@justin_freid

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http://www.slideshare.net/Justin_Freid

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Each Channel Plays A Role

Through the conversion cycle, each marketing channel plays a specific role.

Understanding each role and finding the right sequence can lead to optimal results.


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The Purchase Path

Awareness Research Evaluation Purchase


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The Modern Consumer

Exposure to your brand can occur across multiple devices throughout the day


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Your Marketing Mix

Path To Purchase


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Each Consumer Has Their Own Path

User behavior dictates what channels will interact with potential consumers

And each user is different

Then each user will have an unique experience with your marketing mix


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Connecting The Dots

• To connect the dots you must– Utilize common messaging

within ad creative– Understand how channels

work together and support each other

– Find the optimal sequence of your channel mix


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Search’s Role

Search reaches potential customers throughout the entire purchase cycle.

• Where can it reach your customers?– Top of the funnel queries– Buying intent queries– Research queries– Branded queries– Competitor queries


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Search’s Role

Organic and paid search can work together.

• There is limited real estate on SERPs. You want to grab as much land as you can.


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Social’s Role

• Why Do People Use Social Networks?– To share information– Communicate with each other– Quest for popularity– Crowd source opinions and

feedback


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Social’s Role


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Social’s Role

• Paid social media advertising can cause the ‘snowball effect’


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Display’s Role

• Display is like… a hall of fame point guard


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Display’s Role

• Increase brand awareness• Retargets/Remarkets• Lead to searches• Advanced display targeting tactics

Display can help continuously engage users between your channels.


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UGC’s Role

• People trust online reviews– Yelp, Rotten Tomato, Angie’s List, Trip Advisor,

Google Places

Before large purchases are made, online research and reviews are consulted.


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(OLV) Online Video

• Netflix, Hulu and even Youtube are churning out original series.

• July Stats (Comscore): – 187 million Americans– 48 billion content videos watched– 19.6 billion video ad views


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(OLV) Online Video

• OLV advertising can get your message in front of potential customers and encourage them to: – Visit your site– Search for your products or services– Interact on social media– Retarget after ad views

Plus they are already online!


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TV’s Role

• Build awareness and drive demand• Drive phone calls • Drive site visits

250% increase in mobile branded search volume during media time slots


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Direct Mail

• Drive users to call number• Offer discounts/sales• Drive users to PURLs

Display targeting can be overlapped to matching zip codes to increase effectiveness


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Email

• One to one contact with potential customer• User has already expressed interest in your

product or service• Click to conversion capability

Email can continue to deliver your message after a consumer has been exposed to your brand.


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Multi Channel Funnels


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Multi Channel Funnels

• What does this show us?– How you marketing mix works together– Most common path to conversions– Changes to conversion path when media budgets

fluctuate


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Optimizing Your Channel Sequence

What is the next message to be delivered?

What is the right channel to deliver that message?

How do you get the consumer to the next message?

What do we need to do to get a conversion?

Advanced Channel Sequencing - SES San Francisco 2013

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