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Approaching Your Digital Marketing Mix
- 1. APPROACHING YOUR MARKETING MIX Understanding the complex journey of the digital shopper & how it impacts your marketing investments
- 2. • Complex • Disjointed • Lengthy • #%^@*!! What can you do? Why does it matter? THE CUSTOMER JOURNEY IS…
- 3. By knowing where it [revenue] came from, you know where to get more.
- 5. PILLARS OF DIGITAL MARKETING SUCCESS Each drives its own, unique value proposition
- 7. EACH FILL DIFFERENT SECTIONS OF THE FUNNEL Control your pipeline by going beyond the bottom of the funnel.
- 8. Today’s Goal Understand 5 pillars of the digital marketing ecosystem to create sustainable growth for your business
- 9. GOOGLE SHOPPING Success Starts in the Settings
- 10. TODAY’S JOURNEY Goals Strategic insights to understanding and executing successful shopping strategies Tactical adjustments you can run with today But first…
- 11. UNDERSTANDING THE SHOPPING ENVIRONMENT It’s all pictures & prices
- 12. TRANSACTIONALLOWER AOV SHORTER TIME ON SITE HIGHERBOUNCERATE HIGHER CONVERSION RATE LOWERCPC
- 13. WHAT ARE YOUR TRYING TO ACCOMPLISH? Core Terms Categories High Volume Ultra Competitive Difficult to Qualify Brand Focused Manufacturers Significant Volume Competitive Better Quality Long Tail Model numbers, colors, sizes, etc. Low Volume Competitive Very qualified “knee brace” “donjoy knee brace” “orange donjoy knee brace medium”
- 14. FIRST, EXCLUDE PRODUCTS Think! What do you care about? By focusing your investment, you speed up your ability to make data-driven decisions In campaign settings, exclude products that do not align with your business strategy
- 15. The impact of every layer of targeting and optimization we are going to discuss today depends on the structure that is in place. START WITH STRUCTURE
- 16. STRUCTURE…START WITH BRAND + PRODUCT TYPE • Brands tend to carry similar margins • Brands tend to be priority or non- priority • Brands have levels of inventory investment
- 17. Structure similar themes, like brand & product type These insights are tied directly to the auctions for which the products in the group qualify. Balance granularity, volume & relevance. Use this information for direction, but not as gospel. Leverage competitive insights
- 18. FOCUS ON TOP SELLERS Identify top performers Where is this information? Leverage business-level information Use Google Analytics data to look across all sources or channels Use interface specific data to see how people perform when interacting with products Scale your investment in these products
- 19. LAYER AUDIENCES & DIP YOUR TOE When concepts drive too much volume, add control by layering users you know about with Remarketing Lists for Shopping. Previous purchasers Engaged users High return frequency High time on site Previous visitors
- 20. Use cross-device behavior data in AdWords when you make management decisions. THINK ABOUT DEVICE
- 21. UTILIZE NEW ATTRIBUTION MODELS Don’t discount steps in the funnel… …but measure overall performance using a constant, like Google Analytics.
- 22. Lastly, when it comes to effective targeting, it’s all about the feed.
- 23. SUMMARY Exclude losing products from the start Start with structure Leverage competitive insights Focus on top sellers Layer audiences Think about cross-device behavior Understand your attribution model It all hinges on a great feed
- 24. QUESTIONS?
- 25. ABOUT ME: RYAN HILLIARD • Head of Growth at ROI Revolution • Joined October 2010 • Passionate about problem solving
- 26. ABOUT ROI REVOLUTION • Founded in 2002 • Full-Service Digital Marketing Agency • Goal-Focused Management • Integrated Approach
Notas do Editor
- The goal of the presentation today is the highlight the importance of understanding the customer journey when it comes to planning and evaluating the performance of your digital marketing mix We will build on this by drilling specifically into Google Shopping, a tremendous direct response channel for retailers at the bottom of the purchase funnel.
- With multiple devices driving unique types of behavior, the impact of social media on brand awareness and engagement, and default tracking attribution models, as well as other crossroads to the customer journey, it is becoming extremely difficult to make decisions based on the data you do have.
- For many companies, ‘free’ channels like direct and organic traffic drive a significant impact to your overall business. What is the problem with that? The only frustrating thing about ‘free’ revenue is not understanding where it came from. The best thing about understanding where revenue came from in the customer journey, you know where to get more.
- Understand that channels are not created equal; but instead, like in this painting, they are dots that, when coupled, layered and coordinated intelligently create a beautiful revenue generating picture.
- Ensure you do not apply universal KPIs to distinctly different channels or audiences. Social traffic is not paid traffic, which is not content traffic. Each serves a purpose and success carries different definitions.
- Once you understand the picture for your business, you know how to fill your purchase pipeline yourself, making your business exponentially more scalable.
- <a href="http://www.freepik.com/free-photos-vectors/background">Background vector designed by Freepik</a>
- Determine a target objective within the initiative you set out upon.
- Think about end caps