Achieving Cross Channel Marketing Mix Nirvana

[object Object],[object Object],A campaign that defines its success by lift – e.g., sales or brand awareness – will have an S as its goal. Sales Impressions per Target Threshold where you’re delivering the minimum impressions to impact sales Point of equilibrium where you’re delivering the right number of impressions for max ROI © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],A campaign that defines success by reduction – e.g., in cost per lead – will have a reverse S. In both cases, we’re chasing that point of maximum efficiency before performance tails off. Cost-per-Lead Impressions per Target Point of Equilibrium © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],[object Object],Sales Print, Web, TV, Outdoor Total Impressions per Target Ramp up display impressions? Print? TV? A little of each? A lot of one and a little of the others? Yes for one demographic, no for others? And when will we know if it worked? With all these channels, can we even find equilibrium before the campaign ends? Probably not. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],See here, old boy – Reach and Frequency work just fine! You figure out your target audience, then how many impressions each channel can give you for that audience, then you divvy up your media that way! Traditional Media Buyer © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],Method 1: Common cross-channel metrics, like good old-fashioned reach & frequency. R&F is so last century, 1950s Dude! It doesn’t actually measure performance . You still need separate models to figure out what R&F is best for your goals. Contemporary Media Buyer © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],You can do that sequentially… Problem: People don’t actually consume media as if they’re wearing out a pair of shoes. Source: The Ephron Consultancy © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],Or you can do it simultaneously, one channel at a time. Problem: How expensive and complicated is this going to get when you’re dealing with 4 or 5 channels? Source: Avenue/Razorfish, “Actionable Analytics” © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],Problem: This remains stuck in the “last click” rut – it only accounts for the last exposure the user had, not the cumulative impact. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],Problem: better than R&F, but it’s still directional. You don’t know how each channel actually performed , so you’ll still waste money. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],Forrester has tried to improve this model by combining behavioral data with the strengths of a given medium (e.g., TV is good for awareness) to produce a mix. But at the end of the day, it’s, yes, directional – a best guess at what will work. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],Which is exactly why the shift to new media is nerve-wracking: the old models are no longer reliable. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],[object Object],Awareness Preference Purchase TV Radio Outdoor Newspaper Magazine PR Direct Mail Takeover Display Interactive Display Paid Search Sponsored Content Standard Display Affiliates Social Video OFFLINE ONLINE © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],[object Object],There’s something new coming from Brand X. I keep seeing these teaser ads. I get it – their new campaign is a whole new take on Category Y. I’ve got to have this thing. © 2009 White Horse Productions, Inc. Content may not be reused without permission. Hypothetical Ad Sequence Takeover Takeover Interactive Interactive Offer Offer

[object Object],[object Object],[object Object],[object Object],Sales Impressions per Target ,[object Object],[object Object],[object Object],[object Object],Optimal impression path: two takeovers plus offer. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],[object Object],[object Object],Answer: It’s the half you’re not modeling. x I know half of the money I spend on advertising is wasted. The problem is, I don’t know which half. © 2009 White Horse Productions, Inc. Content may not be reused without permission.

[object Object],THANK YOU Visit Slideshare for the complete library of White Horse Webinar decks. Eric Anderson, VP of Emerging Media [email_address] www.w h itehorse.com | Twitter: @whitehorsepdx | Blog: http://community.whitehorse.com © 2009 White Horse Productions, Inc. Content may not be reused without permission.

Achieving Cross Channel Marketing Mix Nirvana

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