- Does “awareness” exist only at the top of the purchase funnel?
- Is Awareness and Direct Response the only way to categorize our campaigns?
- How should we factor in the element of “time” when measuring success?
- Where does social play as part of the purchase funnel?
7. @frankccwong
Defining “Awareness”
Aware of your brand in general? Aware that you have a new energy drink?
Aware of the benefit of healthy drinks? Aware that you can cook with V8?
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17. @frankccwong
Factors to Consider When Conversion Takes too
Long
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• Loss of tracking due to technical limitations
• Change of mind
o Competitors stepped in
o No longer need
o Economic factors
18. @frankccwong
Measuring Success
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>
“Pick a metric that’s indicative of sales or potential sales
while factoring the time element”
Immediate, Trackable
Revenue
Lift in Consideration,
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Pure Product Awareness
33. @frankccwong
In a nutshell
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• Awareness is throughout the funnel
• Most campaigns are about driving revenue
• Bucket your campaigns by “generating demand” vs “ capturing
demand”
• Factor in the element of time when measuring success
Talk about search, programmatic being Direct Response
Show of hand .. How your company categorize your campaigns?
Sometimes you also get the dual goal campaign.. I want awareness but I also want revenue…. .. I’m not always a fan of that but I also see some truth to that…
How many times that your executive ask you to have an awareness campaign but also ask you then drive
Gas station
Why do gas stations are always right next to each other….. Why do hotels always built right next to each other in an existing city.. Because it’s more costly to ask someone to go to a new city …
Think about the conquesting ppc example
Why do gas stations are always right next to each other….. Why do hotels always built right next to each other in an existing city.. Because it’s more costly to ask someone to go to a new city …
Show of hand .. How your company categorize your campaigns?
Sometimes you also get the dual goal campaign.. I want awareness but I also want revenue…. .. I’m not always a fan of that but I also see some truth to that…