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

1. Developing a Multi-Funnel Digital Strategy

3. “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”

4. “Reach & Frequency”
The Old Model
Consumers have found their
own way around this

5. Apps & Extensions to block ads“Banner Blindness”

6. 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/

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.

8. 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

9. What people find their way to online…

10. “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

11. Focus
Opportunity
Actions
A lot
of this happens
on digital

12. A lot of this
nowhappens on digital,
by those in-market
Focus
Opportunity
Actions

13. A solid digital ecosystem will
acknowledge the consumer journey
and provide the right content for
each stage ofthe funnel.
Awareness & Interest
Consideration
Trial

14. Provide value instead ofinterrupting
Prove relevance;
Show howwe fit into their lifestyle
Drive to purchase
Awareness & Interest
Consideration
Trial

15. Impact
Marketing Calendar
Level 3
Exciting stuff!
Level 2
Driving conversation
Level 1
Not sexy, but necessary
Awareness & Interest
Consideration
Trial

16. Impact
Marketing Calendar
Level 3
Exciting stuff!
Level 2
Driving conversation
Level 1
Not sexy, but necessary

17. Level 1
Not perceived as the most glamourous part of advertising
Completely necessary.

18. 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

19. 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

22. 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

23. 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

24. 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

25. Level 1

27. Level 1
Who is In-Market?

28. 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

29. 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

30. Level 1
or
— Trial
— Purchase
— Subscription
Closing the loop and converting online

31. 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

32. 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

33. Impact
Marketing Calendar
Level 3
Exciting stuff!
Level 2
Driving conversation
Level 1
Not sexy, but necessary
Awareness & Interest
Consideration
Trial

34. Level 2
Driving conversation to Drive consideration

35. 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.

36. 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

37. 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?

38. 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

39. Level 2

40. Level 2

41. Level 2

42. A balance between: Brand- and Product-driven / Consumer- and Passion-driven
Level 2
[ AN AUTOMOBILE BRAND ]
[ A SPORTSWEAR BRAND ]

43. 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”

44. 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

45. 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.”

46. Level 2
FromBrand Essence to a Conversational tone that fits in a social context

47. Level 2
FromBrand Essence to a Conversational tone that fits in a social context

48. 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

49. Level 2
Integrating Content Planning into the marketing process throughout the year
Planning
Deployment

50. 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

51. & 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

52. & 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

53. 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

54. — 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

55. 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

56. 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

57. Level 3
Bursts of fun stuff

58. Level 3
Impact, Attention, Disruption
No need to talk about this too much! This is the stuff we do most often and most regularly.

59. 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

60. 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”

61. 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

63. 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

64. MAIN TAKEAWAYS
Get going, then get better.

65. 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 ///

66. As easy as…

67. ! ? #