This document provided important input into the Brooks Brothers display planning session. I was used along with additional inputs from CRM and the agency to craft the 2013 plan.
2. Ideal DTC digital marketing funnel approach
The ideal comprehensive digital
marketing funnel is calling out to
the target audience with strong
marketing messages/offers
regardless of where the
consumer mindset is within the
funnel. And utilizes a media
portfolio approach in media
planning/execution. Each media
channel/placement serves a role
in each section of this funnel.
Best practices are applied to the
media plan, buy, optimization
and founded on 360
tracking/measurement
Awareness
Interest
Desire
Decision
Action
3. Problematic DTC Digital Marketing Approach
Awareness
Interest
Desire
Decision
Action
Focusing on bottom of
the funnel only
(affiliate, paid and
organic search) inhibits
ability to prospect and
scale.
4. By Channel DTC Digital Marketing Approach
Awareness
Interest
Desire
Decision
Action
Display (Prospecting)
Non Brand Search
Social Media
Organic Non Branded Search
Display (Targeted)
Display (Facebook)
Display (Retargeting)
Branded Paid Search
Branded Organic Search
Affiliate
6. Display Drives Awareness
• Effect of Display on the
rest of the Funnel…
• According to Comscore,
Retargeting increases
branded search by over
1000% within 4 weeks
of ad exposure.
• Typical attribution
report (Convertro
example) showing path
and influence by
channel.