Tweaking the Purchase Funnel and Some of Our Campaign Objectives
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- Does “awareness” exist only at the top of the purchase funnel? - Is Awareness and Direct Response the only way to categorize our campaigns? - How should we factor in the element of “time” when measuring success? - Where does social play as part of the purchase funnel?
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Tweaking the Purchase Funnel and Some of Our Campaign Objectives
- 1. Tweaking the Purchase Funnel and Some of Our Campaign Objectives @frankccwong
- 2. @frankccwong A Bit About Myself 2
- 6. @frankccwong “Awareness is actually throughout the funnel” 6
- 7. @frankccwong Defining “Awareness” Aware of your brand in general? Aware that you have a new energy drink? Aware of the benefit of healthy drinks? Aware that you can cook with V8? 7
- 8. @frankccwong Top Funnel Awareness Play 8
- 9. @frankccwong Top Funnel Awareness Play 9
- 10. @frankccwong Mid Funnel Awareness Play 10
- 11. @frankccwong Mid Funnel Awareness Play 11
- 12. @frankccwong Bottom Funnel Awareness Play 12
- 13. @frankccwong Bottom Funnel Awareness Play 13
- 14. @frankccwong Purchase Path Remains the Same 14 Awareness Consideration Purchase
- 15. @frankccwong Speed to Purchase is the Key 15 Awareness Consideration Purchase
- 16. @frankccwong Speed to Purchase is the Key 16 Awareness Consideration Purchase
- 17. @frankccwong Factors to Consider When Conversion Takes too Long 17 • Loss of tracking due to technical limitations • Change of mind o Competitors stepped in o No longer need o Economic factors
- 18. @frankccwong Measuring Success 18 > “Pick a metric that’s indicative of sales or potential sales while factoring the time element” Immediate, Trackable Revenue Lift in Consideration, Newsletter Sign Up Pure Product Awareness
- 20. @frankccwong “Almost all campaigns are aimed at driving revenue” 20
- 21. @frankccwong 21 Generating Demand Capturing Demand Two Ways to Drive Revenue
- 27. @frankccwong 27 The Same Thinking Works in Both Retention and Acquisition Environments
- 28. @frankccwong 28 Generating Demand – Retention
- 29. @frankccwong 29 Capturing Demand – Retention
- 30. @frankccwong 30 Capturing Demand – Retention
- 32. @frankccwong 32 CRM EngagementAdsPR Customer Service
- 33. @frankccwong In a nutshell 33 • Awareness is throughout the funnel • Most campaigns are about driving revenue • Bucket your campaigns by “generating demand” vs “ capturing demand” • Factor in the element of time when measuring success
Notas do Editor
- Talk about search, programmatic being Direct Response
- Show of hand .. How your company categorize your campaigns? Sometimes you also get the dual goal campaign.. I want awareness but I also want revenue…. .. I’m not always a fan of that but I also see some truth to that…
- How many times that your executive ask you to have an awareness campaign but also ask you then drive
- Gas station
- Why do gas stations are always right next to each other….. Why do hotels always built right next to each other in an existing city.. Because it’s more costly to ask someone to go to a new city …
- Think about the conquesting ppc example Why do gas stations are always right next to each other….. Why do hotels always built right next to each other in an existing city.. Because it’s more costly to ask someone to go to a new city …
- Show of hand .. How your company categorize your campaigns? Sometimes you also get the dual goal campaign.. I want awareness but I also want revenue…. .. I’m not always a fan of that but I also see some truth to that…
- Exception: CSR