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We help businesses achieve online success! © 2016. All rights reserved. 8-digital.com - Proprietary and Confidential. 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 © 2016. All rights reserved. 8-digital.com - Proprietary and Confidential. 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 © 2016. All rights reserved. 8-digital.com - Proprietary and Confidential. 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. " © 2016. All rights reserved. 8-digital.com - Proprietary and Confidential. CUSTOMER VALUE OPTIMISATION MODEL © 2016. All rights reserved. 8-digital.com - Proprietary and 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 © 2016. All rights reserved. 8-digital.com - Proprietary and SEARCH RETARGETING © 2016. All rights reserved. 8-digital.com - Proprietary and • 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 © 2016. All rights reserved. 8-digital.com - Proprietary and SOCIAL MEDIA RETARGETING 1. Facebook / Instagram: • Custom Audiences from your website 2. Twitter • Tailored Audiences from your website © 2016. All rights reserved. 8-digital.com - Proprietary and 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 © 2016. All rights reserved. 8-digital.com - Proprietary and 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 © 2016. All rights reserved. 8-digital.com - Proprietary and 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 © 2016. All rights reserved. 8-digital.com - Proprietary and 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! © 2016. All rights reserved. 8-digital.com - Proprietary and USING ACQUISITION REPORTING • Discover untapped opportunities in your attribution reports • Use data and insights to determine what works best © 2016. All rights reserved. 8-digital.com - Proprietary and 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 © 2016. All rights reserved. 8-digital.com - Proprietary and 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.