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Digital Marketing Live
Evolving banner campaigns
An introduction
• Michèlle Theeuwen
Key Account manager
• Youri Harmsen
Project manager
/adlantic
/michelletheeuwen
/youriharmsen
•
Old school channel marketing
doesn’t work anymore
•
The consumer is connected
through various devices (tablet,
Smartphone’s etc.)
•
An integral marketing strategy is
needed; touch point focus instead
of channel focus
•
Think in terms of contact
moments, not channels
•
Apply a cross-media approach,
including a cross-media
measurement
Het Multi Touch point model Forrester
•
Model from the research
agency Forrester
•
The model shows the different
phases a customer comes into
contact with during the
purchasing process.
•
The outer circle applies to new
customers
•
The second circle applies to
current customers
•
The third circle applies to loyal
customers.
Source: http://stephaniefierman.com/wpcontent/uploads/2011/06/Welcome-to-the-Age-of-AgileCommerce-Forrester-3-11.pdf
The role of Display
• Which role does online display play in this
model?
• The art is to show the right visitor, the
right message at the right moment.
The measuring problem
•
The problem with the model is that many contact moments can’t
be measured (branding), therefore people keep returning to Lastclick measurements.
•
Branding campaigns have a low conversion ratio, and are
therefore not cost-effective.
•
As a result, a contact moment as e.g. discover becomes excluded.
•
Cost-effective campaigns is what remains, so its back to square
one.
•
The consequence is that you don’t have any integral marketing
strategies anymore, but move towards “silo-marketing”.
The solution
The solution to the measurement problem is three folded:
1) Using conversion attribute models
2) Cross-Media Effect Measuring: The effect of one marketing
channel on another marketing channel
3) Multi touch point measuring: Adjust KPI’s according to contact
moment; let the banner evolve.
Graphical representation model and solutions
For explanation: see next slide
Explanation graphical
representation model
•
Blue line represents the channel display.
•
Orange line represents other marketing channels.
•
The arrows in the model are the flow of visitors.
•
In this way, visitors can from one contact moment to the other, be
obtained by a KPI in the display channel.
•
Visitors may also move on to other channels and in an arbitrarily other
phase yet again come in contact with display.
•
Visitors can also be lost. These visitors doesn’t convert at all or converts
with a competitor.
Solution 1: Conversion attribution
• With old-school last click counts
the conversion would be completely
accounted to social media.
• But you also want insight into
which other channels contributed to
the conversion.
• In this way your also analyse
which the constructive defender and
midfielder were.
Contact moment per conversion
•
This is the
conversion path
of a customer
that booked a
trip.
•
The first contact
moment was
via Zoover the
31st of January.
•
The last contact
moment was
via Google.
Time to conversion per channel
•With conversion attribution,
insight is gained in to which
marketing channel the multitouch point model can be
placed.
•The graph shows the period
between the first contact
moment (via the specific
channel) and the actual
purchase.
•The shorter this time to
conversion is the later the
channel becomes valuable in
the purchasing process
Solution 2: Cross Online Media Effect measuring
Analysing the effect of display on another marketing channel.
• Above standing graph shows the conversion ratio of visitors that converted via Adwords
• The top line depicts the conversion-ratio from those who did see a banner.
•The bottom line is the conversion-ratio of those who did not see a banner.
Cross Online Media Effect measuring
•The top (yellow) line shows the amount of extra conversions
achieved thanks to a display campaign, both post click and post
view.
• In this way you measure the effect of the display campaign, both
through post view and via other marketing channels.
Solution 3: To let the
banner evolve
Per contact a strategy based on 4
points:
• Target group; who do we need to reach?
• Goals; what do you want to achieve?
• KPI; what do you want to measure?
• Creative's; what targets does the display images have to
satisfy?
Forrester’s Multi Touch point model
1. Discover Phase
• Broad target group, but
specifying through targetingtechniques.
•Creative's have to inspire and
be distinctive to trigger a latent
need.
• Different KPI’s possible.
• Multi variant testing: test
dozens of variables in one
banner.
•Placement optimizing: Show
the banner in places where it
delivers the best returns.
Examples
Three inspiring and interactive examples
Click on the banners to open
2. Search phase
•Visitors has a low purchase intent.
Able to buy target group via
audience or recognizable on the low
amount of page views.
• Show creative's on a product
category level and be interactive.
• Different KPI’s possible
•Assisted by the Recommendation
Marketing System it can be
determined based on historical data
which product categories should be
shown in the banner.
Example
Banner in the category Travel to Goa and an interactive video
Click on the banner to open
3. Research phase
• Target group are visitors that have viewed
multiple products and has an average
purchase intention.
•Creative's are showing products which the
customer has viewed in combination with
other products (with assistance of the
Recommendation Marketing System).
•The KPI is click, because the customer has
to further research your product
Example
A banner with a specific product
Click on the banner to open
4. Compare phase
• The target group are visitors that
have viewed the same products
multiple times and therefore has a
larger purchase intention. These
visitors know what they want and are
now busy comparing (e.g. suppliers)
• Only show the products that have
been viewed in the creative's where
the USP is clearly expressed.
• KPI can be clicks, but also X amount
of impressions. You want to stay top of
mind in this phase. This can also be
done through an impression.
5. Decide phase
• Target group are the visitors that
already know what they want to buy.
They are now dependent on external
factors such as money, their partner
approving etc.
These visitors are recognizable because
they e.g. have visited the shopping cart
or filled in a contact form.
•Only show the products that has been
viewed in the creative's with an extra
discount to trigger the customer to
purchase.
• The KPI is a conversion, because this is
the last phase before the actual
purchase.
Example
Banner with a specific product and an USP “Always FREE delivery
and returns!”
Click on the banner to open
6. Purchase phase
• In this purchase phase display
advertising has no more influence.
•To measure conversions its good to
forward a converted visitor to a httpsurrounding to e.g. register for a
warranty.
• In this way it is also possible to
measure offline purchases.
7. After sales
•This is the second circle of the multi
touch point model
• The target group are the visitors that
already converted and are satisfied
customers (to be measured through e.g.
a survey)
• In the creative's up sell-products are
shown and/or social buttons such as the
Facebook like-button.
•The objective is customer loyalty
Example
Banner with a discount when buying an extra game and a social
button
8. Evangelize
• This is the third circle of the multi touch
point model.
• The target group are visitors that have
made purchases frequently and are
socially active with their relation to the
brand/product.
•In the creative's a special offer is shown.
Shortly; these loyal clients are treated as
VIP’s.
• The goal is social conversions.
These loyal customers has to become
“ambassadors” of the brand.
Example
Banner with a special offer for the loyal customers. As an extra
service, direct contact with customer service is offered.
The 3 solutions in the model
• Measure the KPI per contact moment
• Measure the effects of display on other channels (cross online media effect measuring)
• Measure the process from the first contact moment to the last (Conversion attribution)
• The goal is social conversions. The loyal customers has to become “ambassadors” of the brand.
The results of an integral marketing
strategy
The above numbers are the results of survey’s that Forrester carried
out, with among others, organizations that work based on an integral
marketing strategy
Thank you for your attention!