Hoe kunt u als merk gebruik maken van de mogelijkheden die online adverteren met zich mee brengt? Daan Suijlen laat het belang zien van het communiceren van de juiste boodschap op het juiste moment binnen de customer journey. Hierdoor creëert u 1-tot-1 communicatie op schaal!

1. Confidential & ProprietaryConfidential & Proprietary
Full Funnel Strategies
Daan Suijlen - Agency Development Manager

2. Confidential & Proprietary

3. Confidential & Proprietary
● Preconceptions “zo doen we dat”
● Thought Patterns “al jaren zo”
● Risk Averse
● Out of Comfort Zone
● Start to Think (again)!
Get uncomfortably excited!

4. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Media gebruik
1990
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

5. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Ziet dit er
bekend uit?

6. We don’t go online. We live online.

7. Confidential & Proprietary
INTERNAL: Google Confidential and Proprietary
The Evolution of (digital) Marketing
‘Performance Thinkers’ ‘Brand Thinkers’
Full Funnel Strategies
Full Value Experts
Cross channel/screen
Full consumer journey
Storytellers
Cross channel/screen
Beyond demographics
Last Click Experts
Pure SEM
Offline Brand
Builders

8. Confidential & Proprietary
People Paced:
tailored “buy now”
messaging
Media Paced:
One size fits all
messaging & timing
Reach
CPA
Mismatch Upper & Lower Funnel

9. Confidential & Proprietary
How do I google Something?
How do I Google something?

10. Confidential & Proprietary
Waar is je doelgroep naar op zoek?

11. Confidential & Proprietary
Waar is je doelgroep naar op zoek?

12. Confidential & Proprietary
Waar is je doelgroep naar op zoek?

13. Confidential & Proprietary
Koop Nu! Goedkope online propositie

14. Confidential & Proprietary
People Paced:
tailored “buy now”
messaging
Media Paced:
One size fits all
messaging & timing
Reach
CPA
Mismatch Upper & Lower Funnel

15. Confidential & Proprietary
Branding / marketing experts

16. Confidential & Proprietary
Doelgroep man 25 - 35

17. Confidential & Proprietary
Consumenten leven in de echte wereld
Haarstijlen
Rimpels
Make-up
Most branding strategies
Interest over time

18. Confidential & Proprietary
Branding
&
Performan
ce?
Full Funnel Advertising

19. Confidential & Proprietary
PUSH -> PULL -> Permission Based

20. Confidential & Proprietary
Vind je dit leuk?

21. INTERNAL: Google Confidential and Proprietary

22. Confidential & Proprietary
Voorbeeld: Permission based marketing
Kopen kopen kopen!
Nee
Ja!
Ga je binnen 6
maanden een huis
kopen?
Dit is hoe we
kunnen helpen!
Nee
Dan vind je dit leuk? Of stop
Dan vind je dit wel interessant?
Ja! Top dingen waar je
rekening mee moet
houden!
Nee
Dan vind je dit wel interessant?
Ja!
Koude lead
Warme lead
Hot lead

23. Performance Marketing
No
Permission based marketing
Yes
And you
may also
like..
And you
may also
like..
Yes
Are you
interested
in this?
Frequency
cap X
Yes
Yes
Frequency
cap X
Frequency
cap X
No
No
Then you
may also
like..
Then you
may also
like..
Are you
interested
in this?
Yes
No
Yes
And you
may also
like..
m
Yes
Are you
interested
in this?
Yes
Yes
No
No
Then you
may also
like..
Then y
may al
like..
Are you
interested
in this?
Yes
Branding Campaign 1 Branding Campaign 2

25. UNA
WA
RE
AW
ARE
CON
SIDE
R
BUY
ENJ
OY
THE BROW CONSUMER JOURNEY
Online Video Rich Banners
Maybelline
brow portal
Conversion
banner
Youtube
Tutorial
SEO+SEA
Click to
buy
Click to
buy
Wehkamp
buy portal
Maybelline
product page
Click to
buy
SEO+SEA SEO+SEA
Click
Click
Click
Re-target
Re-target
Re-target
1
2
3
4
6
5
7
Maybelline
offers brow
products
Maybelline
offers
information
about brow
shaping
Maybelline
advices you
about your
brow solution
Maybelline
offers you
your brow
product at a
discount
Maybelline
helps you to
perfectly use
brow
products
You can
order
Maybelline at
Wehkamp
If you like the
product you
can leave a
review
1 2 3 4 65 7

26. Confidential & ProprietaryConfidential & Proprietary
Thank you!
daansuij@google.com

27. Confidential & ProprietaryConfidential & Proprietary