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Developing a Multi-Funnel Digital Strategy
“Reach & Frequency”
The Old Model
Focused on the top ofthe funnel
Efficiency based on reach
With messaging outside ofthe c...
“Reach & Frequency”
The Old Model
Consumers have found their
own way around this
Apps & Extensions to block ads“Banner Blindness”
Avoidance Initiation
The number of adblock users
more than doubled in 2013
- Global trend – 4.9% of Internet Users
- 28% o...
Consumers don’t want to be interrupted on their time,
but as the need arises for different product categories,
they active...
Consumers don’t want to be interrupted on their time,
but as the need arises for different product categories,
they active...
What people find their way to online…
“I just want to watch this video,not that ad!”
“AdBlocker Pro is my newbest friend.”
“My Facebook feed is full ofbrand SPA...
Focus
Opportunity
Actions
A lot
of this happens
on digital
A lot of this
nowhappens on digital,
by those in-market
Focus
Opportunity
Actions
A solid digital ecosystem will
acknowledge the consumer journey
and provide the right content for
each stage ofthe funnel....
Provide value instead ofinterrupting
Prove relevance;
Show howwe fit into their lifestyle
Drive to purchase
Awareness & In...
Impact
Marketing Calendar
Level 3
Exciting stuff!
Level 2
Driving conversation
Level 1
Not sexy, but necessary
Awareness &...
Impact
Marketing Calendar
Level 3
Exciting stuff!
Level 2
Driving conversation
Level 1
Not sexy, but necessary
Level 1
Not perceived as the most glamourous part of advertising
Completely necessary.
Level 1
Researching,
Surveying, Comparing
Interested in the category or product
Potentially interested in a specific brand...
Level 1
— Brand Information
— Product Information
— Credibility – Awards, Testimonials, Warranties
— Support Details – Loc...
Level 1
> What information might users need immediate access to when they’re on mobile vs. big browser vs. tablet?
> When ...
Level 1
https://www.thinkwithgoogle.com/articles/how-digital-connects-shoppers-to-local-stores.html
http://blogs.forrester...
Level 1
Adapting to ever-changing user behavior
The homepage is the most
important.
“Above the fold” is key;
nobody goes b...
Level 1
Level 1
Who is In-Market?
Level 1
Supporting site content with a keyword strategy that will organically drive search traffic
/ Slow burn
/ A combina...
Level 1
— Reviews
— How-To’s
— In-Depth Product Experience
- What kind of content will your potential consumer
likely sear...
Level 1
or
— Trial
— Purchase
— Subscription
Closing the loop and converting online
Level 1
— Awareness – Contextually-placed
— Remarketing – Targeting audiences that have left the site
— Native – Placed on...
Interested in the category or product
Potentially interested in a specific brand
High likelihood or Intent to Purchase
Res...
Impact
Marketing Calendar
Level 3
Exciting stuff!
Level 2
Driving conversation
Level 1
Not sexy, but necessary
Awareness &...
Level 2
Driving conversation to Drive consideration
We’re in consumer territory!
Last week’s party photos
Cousin is engaged.
Favorite TV showcancelled?!
Pharrell comingto Sin...
Level 2
Usually focusing on personal
needs and interests
Not necessarily in the mind space for brand
messaging. May be foc...
Level 2
CONSIDERATIONS
Quality over quantity.
Will they reach different roles? Do we have
the bandwidth to support a uniqu...
Level 2
Brand
interest
Consumer
interest
Business need:
Brand personality
reinforcement
Role of the product in
everyday li...
Level 2
Level 2
Level 2
A balance between: Brand- and Product-driven / Consumer- and Passion-driven
Level 2
[ AN AUTOMOBILE BRAND ]
[ A SPORTSWEAR...
FromBrand Essence to a Conversational tone that fits in a social context
Level 2
How our brand document says we should sou...
FromBrand Essence to a Conversational tone that fits in a social context
Level 2
[ FOOD SEASONING BRAND ]
All-purpose seas...
Level 2
FromBrand Essence to a Conversational tone that fits in a social context
WARBY PARKER
“Quick-witted,but wears her ...
Level 2
FromBrand Essence to a Conversational tone that fits in a social context
Level 2
FromBrand Essence to a Conversational tone that fits in a social context
Level 2
— Align Social Objectives with
country marketing priorities
— Content Workshop: Client &
Agency Brainstorming
— Me...
Level 2
Integrating Content Planning into the marketing process throughout the year
Planning
Deployment
Message Management
Brand & Product XX %
Market Development XX %
Endorser XX %
Events & Culture XX %
Masterbrand XX %
3/2
P...
& Level 2
Facebook Fans Total no. of fans who liked the page Facebook
Page Engagement Sum of all engagement rates on page ...
& Level 2
Target-setting
Facebook Fans 248,000 350,000
254,000
Page Engagement 0.17% 0.3% 0.52%
Avg. Post Engagement 0.08%...
Level 2
— Global vs. Regional vs. Local
— Curated vs. Created
— Owned,Bought,Sourced,Commissioned
— Real-time – Major rele...
— The role of Facebook in the face of the Organic reach decline
Will not go anywhere especially in Asia, but may blend int...
Level 2
— Overall content approach
— Social Calendar Assets
Roles must be defined
— Regional Social Strategy
— Regional Co...
Usually focusing on personal online interests or needs
Show the consumer now the brand or product fits in to their life
In...
Level 3
Bursts of fun stuff
Level 3
Impact, Attention, Disruption
No need to talk about this too much! This is the stuff we do most often and most reg...
Level 3
KEY CONSIDERATIONS
A strong digital foundation leads to better campaign performance
— Social: An engaged base of f...
Level 3
Integrated Channel Plan
[ A CHOCOLATE BRAND whose goal was to increase frequency
by moving from occasion marketing...
Doing their own thing
Disrupt vs. Interrupt to drive Awareness and Interest
Drive deeper into the funnel
 Clear and compe...
Level 1
WEB / MOBILE (.COM)
SEO, SEM
eCOmmerce
Ads & Advertorials
CRM
Level 2
SOCIAL ASSETS
Level 3
Integrated & Digital C...
MAIN TAKEAWAYS
Get going, then get better.
It’s never this clear cut. Each
brand’s position is a case-to-case
situation that depends on the
brand and business need.
...
As easy as…
! ? #
Digital Ecosystem Strategy via Marketing Funnel
Digital Ecosystem Strategy via Marketing Funnel
Digital Ecosystem Strategy via Marketing Funnel
Digital Ecosystem Strategy via Marketing Funnel
Digital Ecosystem Strategy via Marketing Funnel
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Digital Ecosystem Strategy via Marketing Funnel

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Thinking by the Marketing Funnel helps strategists ensure that they are continuously driving awareness (through campaigns), consideration (throughout conversation) and conversion (through foundational assets).

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Digital Ecosystem Strategy via Marketing Funnel

  1. 1. Developing a Multi-Funnel Digital Strategy
  2. 2. “Reach & Frequency” The Old Model Focused on the top ofthe funnel Efficiency based on reach With messaging outside ofthe consumer context or experience – a need to “disrupt”
  3. 3. “Reach & Frequency” The Old Model Consumers have found their own way around this
  4. 4. Apps & Extensions to block ads“Banner Blindness”
  5. 5. Avoidance Initiation The number of adblock users more than doubled in 2013 - Global trend – 4.9% of Internet Users - 28% of U.S. Internet users Adobe & PageFair Adblock Report 2014 http://www.slideshare.net/pagefair/adblocking-goes-mainstream Consumer-initiated search has also continued to grow dramatically http://www.klood.com/blog/growth-of-searches-on-google/
  6. 6. Consumers don’t want to be interrupted on their time, but as the need arises for different product categories, they actively search for information and expect brands to help them on their journey.
  7. 7. Consumers don’t want to be interrupted on their time, but as the need arises for different product categories, they actively search for information and expect brands to help them on their journey. Consumers who are already in active purchase or search mode, having moved to the bottomofthe funnel
  8. 8. What people find their way to online…
  9. 9. “I just want to watch this video,not that ad!” “AdBlocker Pro is my newbest friend.” “My Facebook feed is full ofbrand SPAM #ugh” Information Offers Reasons-to-believe
  10. 10. Focus Opportunity Actions A lot of this happens on digital
  11. 11. A lot of this nowhappens on digital, by those in-market Focus Opportunity Actions
  12. 12. A solid digital ecosystem will acknowledge the consumer journey and provide the right content for each stage ofthe funnel. Awareness & Interest Consideration Trial
  13. 13. Provide value instead ofinterrupting Prove relevance; Show howwe fit into their lifestyle Drive to purchase Awareness & Interest Consideration Trial
  14. 14. Impact Marketing Calendar Level 3 Exciting stuff! Level 2 Driving conversation Level 1 Not sexy, but necessary Awareness & Interest Consideration Trial
  15. 15. Impact Marketing Calendar Level 3 Exciting stuff! Level 2 Driving conversation Level 1 Not sexy, but necessary
  16. 16. Level 1 Not perceived as the most glamourous part of advertising Completely necessary.
  17. 17. Level 1 Researching, Surveying, Comparing Interested in the category or product Potentially interested in a specific brand High likelihood or Intent to Purchase Hardworking Brand & Product Content designed to drive conversion Can be up-front with Brand and Product information and level of detail Accessible and complete even without any running campaigns
  18. 18. Level 1 — Brand Information — Product Information — Credibility – Awards, Testimonials, Warranties — Support Details – Locations, Contact, etc. — Call-to-action > How did visitors arrive at your site? What information or ad led them here and therefore what kind of information are they expecting? > What information are they likely trying to find? > What kind of experience will drive those in consideration mode to convert? > What content will make the case for trial? > Are consumers likely to buy the product on your site? What other calls-to-action might (keep them on the journey) if they aren’t ready to purchase yet? > What actions would we define as “conversions”? How should site content, architecture and experience drive this? CONSIDERATIONS
  19. 19. Level 1 > What information might users need immediate access to when they’re on mobile vs. big browser vs. tablet? > When are consumers using their mobile device and what might the need or context be in that use case? CONSIDERATIONS
  20. 20. Level 1 https://www.thinkwithgoogle.com/articles/how-digital-connects-shoppers-to-local-stores.html http://blogs.forrester.com/reineke_reitsma/13-05-24- the_data_digest_the_multitasking_behaviors_of_us_online_youth
  21. 21. Level 1 Adapting to ever-changing user behavior The homepage is the most important. “Above the fold” is key; nobody goes below. Product website = Product catalog  Search leads people to inner pages  “The feed” browsing behavior  .com frames the Product experience Demonstration Photo & Video Assets
  22. 22. Level 1
  23. 23. Level 1 Who is In-Market?
  24. 24. Level 1 Supporting site content with a keyword strategy that will organically drive search traffic / Slow burn / A combination of Brand, Product, Category, Long-tail words / Should match up to relevant site content / Dependent on Google’s “secret sauce” algorithm; major factors are known and we can engineer content accordingly ‒ On-Page SEO factors: Headlines, Copy, URLs, HTML tags, site architecture, relevant content ‒ Off-Page SEO factors: link building, Google trust, social interaction Keyword-based bids for ads that drive to the relevant website page / Immediate implementation / Can place using contextual search terms / The stronger the website performance, the higher the quality score, the better the ad rate Social Media Optimization – Using social results to the bottomhalfof SERPs / Can’t usually be done for the entire keyword roster / Fills the page with positive reviews / Uses word-of-mouth to drive testimonial that can be perceived as more authentic than brand content
  25. 25. Level 1 — Reviews — How-To’s — In-Depth Product Experience - What kind of content will your potential consumer likely search for on YouTube vs. on Google? - What kind of content will they prefer to receive from a brand vs. from a KOL or a user of the product? CONSIDERATIONS
  26. 26. Level 1 or — Trial — Purchase — Subscription Closing the loop and converting online
  27. 27. Level 1 — Awareness – Contextually-placed — Remarketing – Targeting audiences that have left the site — Native – Placed on pages with related or complementary content — Learning fromaudience behaviors to find look-alike targets
  28. 28. Interested in the category or product Potentially interested in a specific brand High likelihood or Intent to Purchase Researching, Surveying, Comparing Brand or product content that users can access without any running campaigns Campaign-agnostic Learn More / Buy / Click-to-Call / Reserve / Make Appointment / Inquire Level 1 .COM  Brand Engagement & Product Experience  Mobile & Tablet Responsive Sites  eCommerce / Sampling portal  Keyword Strategy  SEO Deployment in Web, Mobile, Social  Video assets ADVERTISING  SEM Opportunities  Evergreen Advertising  Remarketing / Performance Marketing CRM CUSTOMER SERVICE PLAN
  29. 29. Impact Marketing Calendar Level 3 Exciting stuff! Level 2 Driving conversation Level 1 Not sexy, but necessary Awareness & Interest Consideration Trial
  30. 30. Level 2 Driving conversation to Drive consideration
  31. 31. We’re in consumer territory! Last week’s party photos Cousin is engaged. Favorite TV showcancelled?! Pharrell comingto Singapore! John Oliver is at it again… An endless scroll ofcontent they’ve opted in to. Even topics that they don’t usually pay attention to comes “endorsed” by their social network.
  32. 32. Level 2 Usually focusing on personal needs and interests Not necessarily in the mind space for brand messaging. May be focusing more on topicality than on learning about the brand. Editorial: Show consumers how brands/ products fit their lifestyle or belief system Need a softer sell to insert the brand into the social feed Brand communications outside any major campaigns
  33. 33. Level 2 CONSIDERATIONS Quality over quantity. Will they reach different roles? Do we have the bandwidth to support a unique experience for each channel we go in to? Do they all have unique content roles to play? Regional / Global perspective: Are there differences in local market social platform popularity or target usage? Should we have one uniformset ofassets across markets or allowfor variation?
  34. 34. Level 2 Brand interest Consumer interest Business need: Brand personality reinforcement Role of the product in everyday life Consumer need & Digital Trend insights Conversational Territory
  35. 35. Level 2
  36. 36. Level 2
  37. 37. Level 2
  38. 38. A balance between: Brand- and Product-driven / Consumer- and Passion-driven Level 2 [ AN AUTOMOBILE BRAND ] [ A SPORTSWEAR BRAND ]
  39. 39. FromBrand Essence to a Conversational tone that fits in a social context Level 2 How our brand document says we should sound is rarely a tone that works on social. “Human” “Positively Surprising” “Approachable”
  40. 40. FromBrand Essence to a Conversational tone that fits in a social context Level 2 [ FOOD SEASONING BRAND ] All-purpose seasoning that brings out the deliciousness in any dish, helping time- or budget-strapped mothers prepare the best possible meals for her family on an everyday basis Conceptual Target: “Ingenious Queens of the Home” Role of Digital: Empower moms to cook everyday [ TONALITY REFERENCE ] Rachel Ray — Accessible: Homemaker-turned-Cooking Expert — Has a sense ofhumor and is easy to talk to — Gained popularity by catering to the same needs that our conceptual target has– “30 Minute Meals” for busy mothers — Approachable enough for the lower-SEC momyet Aspirational enough for the upper-SEC mom
  41. 41. Level 2 FromBrand Essence to a Conversational tone that fits in a social context WARBY PARKER “Quick-witted,but wears her intelligence lightly. Looks sharpwithout planning to. Takes a dare. Always offers to helpwith the dishes.”
  42. 42. Level 2 FromBrand Essence to a Conversational tone that fits in a social context
  43. 43. Level 2 FromBrand Essence to a Conversational tone that fits in a social context
  44. 44. Level 2 — Align Social Objectives with country marketing priorities — Content Workshop: Client & Agency Brainstorming — Measurement Priority Setting — Review Global Calendar (if available) — Map out Local Big Content Bets for the year — Review Analytics from previous period CREATE INITIAL CONTENT CALENDAR: — Review Global Content — Produce Local Content — Integrate Campaign Content — Manage Content Weights — Refine and Finalize Monthly Calendars — Finalize Creative (Global, Adaptation, Local) CONTENT DEPLOYMENT — Posting on all channels — Response Management Integrating Content Planning into the marketing process throughout the year
  45. 45. Level 2 Integrating Content Planning into the marketing process throughout the year Planning Deployment
  46. 46. Message Management Brand & Product XX % Market Development XX % Endorser XX % Events & Culture XX % Masterbrand XX % 3/2 Product Brand Masterbrand Market Devt Endorser Cultural Global Adaptation Local Photo Video Link Text [IMAGE] [COPY] (Facebook only) By Gender By Age –Campaign Name –Product Line –Target Segment FACEBOOK TWITTER INSTAGRAM YOUTUBE 3/3 3/4 3/5 3/6 3/7 Post Frequency Facebook 1x a day – Across segments Twitter On campaign basis Instagram 3x/week Level 2 Content Calendar
  47. 47. & Level 2 Facebook Fans Total no. of fans who liked the page Facebook Page Engagement Sum of all engagement rates on page (likes, shares, comments of post & on page) Socialbakers Avg. Post Engagement Sum of all engagement rates of posts (likes, shares, comments) divided by total no. of posts Socialbakers Response Rate for Q % of users questions responded to (only applicable to posts on page) Socialbakers Response Time for Q Time it took the monitored page to respond to user questions Socialbakers Twitter Followers Total no. of fans who followed the page Socialbakers Engagement Rate Sum of all engagement rates of original admin tweets (replies, retweets) divided by total tweets Socialbakers Instagram Followers Total no. of fans who followed the page Socialbakers Engagement Rate Sum of all Interactions divided by number of posts, divided by number of followers Socialbakers WOM Share of Voice Retrieved from online conversation volume based on mentions of brand + compeitior Radian 6 Sentiment* Retrieved from mentions of brand on all social channels based on R6 algorithms Radian 6 Measurement Coverage
  48. 48. & Level 2 Target-setting Facebook Fans 248,000 350,000 254,000 Page Engagement 0.17% 0.3% 0.52% Avg. Post Engagement 0.08% 0.19% 0.30% Response Rate for Q 69.57%% 70% 0% Response Time for Q 4d 22h 44mins 1d N.A. Twitter Followers 2505 3000 2,710 Engagement Rate 0.03% 0.035% 0.027% Instagram Followers - TBD - Engagement Rate - TBD - WOM Share of Voice 27% 35% 22% Sentiment* 40% Positive 65% Positive +ve 8.32% -ve 2.90% Reports that cover - Month-on-month trendlines - Top performing posts - Content Pillar performance Recommendations that cover - Content Optimization – Pillar focus, Formats, Times to post - Response Rate Optimization
  49. 49. Level 2 — Global vs. Regional vs. Local — Curated vs. Created — Owned,Bought,Sourced,Commissioned — Real-time – Major relevant events, Ad-hoc for key topics — Supporting with Boosted posts
  50. 50. — The role of Facebook in the face of the Organic reach decline Will not go anywhere especially in Asia, but may blend into the background as a content hub and target-and-reach medium — Driving Content Stories: What content will make headlines this year? What band stories are important for us to tell? Level 2 CONSIDERATIONS — Audience Segmentation — Lead Generation INNOVATIONS
  51. 51. Level 2 — Overall content approach — Social Calendar Assets Roles must be defined — Regional Social Strategy — Regional Content Development — Brand and Tonality Stewardship — Measurement — Local content development — Content Deployoment — Community Management
  52. 52. Usually focusing on personal online interests or needs Show the consumer now the brand or product fits in to their life Increase consideration by sharpening brand space and personality Discover / Find out more / Like, Follow, Subscribe SOCIAL  Social Channel Choice & Rationale  Social Role  Unique Content Territory  Content Strategy  Social Persona  Content Planning  Analytic Approach  Boosting plan EMERGING OPPORTUNITIES  Lead Generation  Audience Segmentation Level 2
  53. 53. Level 3 Bursts of fun stuff
  54. 54. Level 3 Impact, Attention, Disruption No need to talk about this too much! This is the stuff we do most often and most regularly.
  55. 55. Level 3 KEY CONSIDERATIONS A strong digital foundation leads to better campaign performance — Social: An engaged base of followers are a receptive audience for newnews — Digital: A properly optimized journey efficiently leads to conversion Digital as a complementary vector vs. exclusively an amplification message — Digital as a channel that solves a part ofthe business,brand or engagement problem — Not just an extension or an amplification channel for the ATL concept The optimal space for storytelling that captures and engages audiences
  56. 56. Level 3 Integrated Channel Plan [ A CHOCOLATE BRAND whose goal was to increase frequency by moving from occasion marketing to a more everyday treat ] DIGITAL TV OOH RADIO POS EVENTS PRIMARYROLE Primary vector for everyday content Messaging should support “everyday” space Focus on everyday Primary vector for special occasion content Special occasion specific messaging at POP Special occasion specific celebrations SECONDARY ROLE Amplification for special occasions Tactical comm. for special occasions --- --- During seasons where there is no special occasion, push “everyday”
  57. 57. Doing their own thing Disrupt vs. Interrupt to drive Awareness and Interest Drive deeper into the funnel  Clear and compelling issue for advertising and marketing to tackle  Integrated Channel Roles  Clear role and opportunity for digital Level 3
  58. 58. Level 1 WEB / MOBILE (.COM) SEO, SEM eCOmmerce Ads & Advertorials CRM Level 2 SOCIAL ASSETS Level 3 Integrated & Digital Campaigns Continue to drive from top-down + Be prepared for users that come in at different stages ofthe funnel
  59. 59. MAIN TAKEAWAYS Get going, then get better.
  60. 60. It’s never this clear cut. Each brand’s position is a case-to-case situation that depends on the brand and business need. So we can find the right solution. Framing the opportunity will spell the difference between going through the motions and ‘business unusual’. We want to be strategic partners who have a perspective on your business and innovate ways that digital channels can help to solve business problems. SUMMING UP ///
  61. 61. As easy as…
  62. 62. ! ? #

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