Multi channel Marketing Engagement strategy before technology
• Kristján Már Hauksson • Owner/Founder Nordic eMarketing • Other: • Written couple of books about the subject • Advisory board Bing Advertising • Google & Bing Certified • Board SEMPO.org for the past four years • Frequent speaker at conferences around the world • Been quoted by Mashable, State of Search, Reuters, WSJ and more 2
So what am I covering today? 1. Case Study: WOW Air 2. Case Study: Geox / Red Bull Racing – Scream Challenge 3. What to have in mind when going multichannel 3
WOW Air Case Study The Challenge 4
Circumstances Opportunities 100 ´s % 20% Increased marketing Massive increase YoY Increase by competing airlines in seats to be in tourists & foreign tourism sold corporates Threats 5 to 17 New Brand New kids on the block Competition from Increase in airlines looking to prove Meta-search engines flying to Iceland themselves 5
Some of the overall objectives: 300% 350% 100% Increase in Increase in Rise in overall PPC AdWords organic revenue revenue mentions 50% 100% 25% Increase in Decrease in Increase in overall cost per search click conversion rate conversion through rate 6
The markets targeted • In order to achieve the aforementioned results WOW needed to refine their over all online strategy for their target markets Spain, Poland, Lithuania, Netherlands, Switzerland and Italy, with special focus on Denmark, France, UK, Germany, and Iceland as these are all-year-round destinations Multilingual & multicultural 7
The work done 8
Multiple new websites in different languages 9
Landing pages 10
Online creative As well as search, the project was supported by Display using their Content Network 11
Results 12
Impact/results +467% rise in conversions +463% rise in revenue +340% Return on ad spend 13
The Video …. 14
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Takeaways? 16
GEOX / Red Bull Racing Case 17
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Phase One - The Brief in short • GEOX is about to launch their 2013/2014 Amphibiox shoe collection • Geox wanted to have a prelaunch coverage, making it more “top of mind ” before the actual launch • The focus was on the “Scream Challenge ” • Phase one was launched some 4 weeks before the shoe collection launch 19
The Results Geox – Scream Challenge 20
Rise in sales The aim was 20% but Geox sold 70% more shoes than the year before
Fantastic pick-up in all targeted markets • Majority of leading F1 online media covered the story 22
Clear impact signals! 02.09.2013 Project start 31.10.13 23
But this can’t be done in Iran, or? 24
Success is also doable within Iran! • I found many great samples of good Facebook usage focusing on Iran • The president is on Facebook • Mr. Taster is on Facebook • Iranian actors are on Facebook • Focusing on Travel • We Go Iran is a Facebook page • Travel Iran is a Facebook page • Iran Traveling Center is a Facebook page • Iran Travel Service is a Facebook page • Restaurants around Iran are on Facebook • Hotels are on Facebook • Etc… 25
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For Bandar Abbas and Iran the opportunity is huge… You just need to use it! 27
Multichannel Marketing Always on! “Consumer decision making about brands is constant. It never stops so brands need to be always on !” 28
Consumers journey: passive, active, initiate and purchase #PAIP Legacy/brand recognition Are your consumers aware of your business? Awareness Research & understanding How are you reaching them & do they appreciate your business? Choice & shortlisting Are you still a part of their short listing? Consideration Purchase Is it easy to buy your products/services? Brand ambassador or vandalism Will the come back and buy more or not? Farming Defection 29
“Click here to find out how” – Really??? This is NOT multi- channel marketing 30
Stimulus Find Understand Engage Purchase CRM (non-skippable media) (skippable media) (looking to do what?) Owned assets Buy TV/YouTube Research Answer need Buy, or approximation Google Search for buying Use Remarketing data BOUGHT: - CRM YouTube Search Print - Reassurance ads - Advocacy DIDN’T BUY: Remarket YouTube TrueView Outdoor Engage Engagement Ads Link to more videos, e.g. consumer reviews, Mailing how-it-works etc. Non-Google Media 31
Search Word of Mouth Direct & Social Print Radio / TV “On the average we use three screens per day” Assist Last Interaction Awareness Consideration Intent Decision 32
People are talking Controlling the flow of content is vital to be People influence people able to steer the buzz and by giving them as possible. content we influence People need the influencers content and information to be influenced. People talk and search regardless of the stakeholders input. If there is no share of voice there is no influence.
Never stop challenging the audience Be a part of their life when they need it 100% digital You Should Always be on As the noise for attention gets higher we need to have an continues presence – We call it always on! Facebook Google By using a mixture of such channels Boosted Remarketing as Facebook, YouTube and Google we can theoretically reach 100% of the Posts online population in a focused low- cost and more importantly targeted Maintain momentum manner. Remarketing lets you show ads 80% of searches are informational to users who've previously been and social media is an integrated influenced by your message. part in peoples daily life. Google Google/YT Search Display 35
”You‘ve got to start with the customer experience and work backwards to the technology. You can‘t start with the technology and the try to figure out where you are going to sell it“ Steve Jobs 37
Leiðarvísir að árangri: POST!_ • People • Objective • Strategy • Technology 38
N ot 100% digital… 39
Thank you Kristjan Mar Hauksson
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