Prezentare sustinuta de Catalin Vasile (ING Bank) in cadrul IAB Forum 2014. Cateva idei: - adauga valoare in orice interactiune! - 20% awareness genereaza 80% performance in campaniile digitale - multichannel - trebuie inteles ce actuine genereaza ce rezultat - sfaturi: derulati campanii de awareness chiar daca nu puteti calcula ROI-ul imediat

1. Selling via digital channels
The real story of how to manage performance campaigns
Catalin Vasile
Director, Head of Channels Management, ING Bank
Bucharest – 29 September

2. The basics
• AIDA
• 80-20
• KPI
• Multi-Channel
• Measure

3. The basics
• AIDA
• 80-20
• KPI
• Multi-Channel
• Measure

4. AIDA
• Attention / awareness
• Have continuous awareness campaigns (GDN, brandings, CPM etc.)
• Interest
• Know your product!
• Always added value before inviting to buy
• Be where your customers are. And where they express their needs.
• Desire
• Talk about benefits. A lot!
• Action
• …will follow

5. AIDA
• Attention / awareness
• Have continuous awareness campaigns (GDN, brandings, CPM etc.)
• Interest
• Know your product!
• Always added value before inviting to buy
• Be where your customers are. And where they express their needs.
• Desire
• Talk about benefits. A lot!
• Action
• …will follow

6. AIDA

7. AIDA
• Attention / awareness
• Have continuous awareness campaigns (GDN, brandings, CPM etc.)
• Interest
• Know your product!
• Always added value before inviting to buy
• Be where your customers are. And where they express their needs.
• Desire
• Talk about benefits. A lot!
• Action
• …will follow

8. AIDA
Online Sales = D & A

9. AIDA
Online Sales = D & A

10. The basics
• AIDA
• 80-20
• KPI
• Multi-Channel
• Measure

11. 20 - 80
• 20% awareness
• 80% performance
• WHY?
• Because more than 50% of conversions WILL BE assisted
• Because “knowing about” generates “search”
• Because competition does it

12. The basics
• AIDA
• 80-20
• KPI
• Multi-Channel
• Measure

13. KPI
• What are your objectives for the next month (week) ?
• Set KPI’s up and stick to them!
• The most important ones:
• Time on product pages (high = they read about it)
• Traffic sources
• Goals (set them up)
• CTO & OTS
• The ones you find important (business specific)

14. The basics
• AIDA
• 80-20
• KPI
• Multi-Channel
• Measure

15. Multi-Channel
• Accept the assisted conversions
• Users clicks your banner and goes to LP
• User close the page and go to lunch
• User forgets
• User get back to work in the next morning and remembers
• User searches (for what he/she remembers)
• User clicks the Ad in Google Search
• Users submits form and buys

16. Multi-Channel
• Accept the assisted conversions
• Sometimes user goes home and orders form other computer  and you measure an organic lead
• Sometimes they research online and they buy offline
• Sometimes they research offline and they buy online
• Sometimes....
be where your user wants you to be!!!

17. The basics
• AIDA
• 80-20
• KPI
• Multi-Channel
• Measure

18. Measure
• Always use UTMs in your URLs
• Use custom variables for your Leads Management System
• ING’s url: https://www.ing.ro/ingb/lp/credit-card?
utm_source=google&utm_medium=search&utm_content=text&utm_campaign=cardcredit12rate&s
up=GOOG&ini=search&cha=17&cam=8009
• Know where the leads came from in your sales calls. They appreciate it 

19. Measure
Lead came from Facebook Ad
User didn’t answer his phone
User answered his phone next day
User accepted the meeting
User didn’t came to the meeting
Meeting was postponed
User came to Branch
User left with info
User was contacted two more times in two weeks
User came after 2 weeks and bought
Client was acquired online, from Facebook Ad

20. Measure
SUBMIT Vs. SUBMIT
A/B & MV Testing

21. Performance media
• Google AdWords
• GDN & Search
• Remarketing – GDN & Search
• Niche partners
• We have comparison portals
• Emailing
• Internal (including lead nurturing)
• External (Direct eMailing)
CPC
CPM & CPL
~Free
Project based & CPL

22. Simpler
• Separate Key Visuals creation from landing Page creation
• Make the user experience awesome
• Be transparent (say it all in the LP)
• Don’t mind sending two emails per week (we receive tons of emails every day)
• Always answer questions in conversations
• If you don’t have E2E process online, establish meetings prior to confirm the deal via phone
• Mix with Telesales channel for performance on this one
• Mix with offline. People buy people.

23. Try Extra benefits
• User wants, user does research & user decides
• Make sure you are on the list in the research process (Google Search)
• Offer an extra benefit for “acting now “

24. Always remember
• Have awareness campaigns even if you can’t calculate ROI directly
• Invest in Google and ALWAYS optimize
• Have benefits listed in the first screen and don’t rush to invite users to buy
• Use Analytics – Use UTMs in Google Analytics & custom variables for you internal Leads
Management System
• Accept assisted conversions
• Test, Learn and Optimize
• Nurture unconverted leads

25. Thank you!
..now, questions please!