Multi channel Marketing Engagement strategy before technology - - PowerPoint PPT Presentation
Multi channel Marketing Engagement strategy before technology Kristjn Mr Hauksson Owner/Founder Nordic eMarketing Other: Written couple of books about the subject Advisory board Bing Advertising Google & Bing
Engagement strategy before technology
and more
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So what am I covering today?
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YoY Increase in tourists
Increase in airlines flying to Iceland
Opportunities Threats
Competition from Meta-search engines
Massive increase in seats to be sold Increased marketing by competing airlines & foreign tourism corporates New Brand New kids on the block looking to prove themselves
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Increase in
revenue Increase in AdWords revenue Rise in
mentions
Decrease in cost per conversion Increase in
conversion rate Increase in search click through rate
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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
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Multilingual & multicultural
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Multiple new websites in different languages
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As well as search, the project was supported by Display using their Content Network 11
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Phase One - The Brief in short
collection
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Geox – Scream Challenge
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The aim was 20% but Geox sold 70% more shoes than the year before
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02.09.2013
31.10.13 Project start
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Success is also doable within Iran!
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For Bandar Abbas and Iran the opportunity is huge… You just need to use it!
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Always on!
“Consumer decision making about brands is constant. It never stops so brands need to be always on!”
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Awareness Research & understanding Choice & shortlisting Consideration Purchase
Brand ambassador or vandalism Farming Defection
Legacy/brand recognition
Are your consumers aware of your business? How are you reaching them & do they appreciate your business? Are you still a part of their short listing? Is it easy to buy your products/services? Will the come back and buy more or not?
passive, active, initiate and purchase #PAIP
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This is NOT multi- channel marketing
“Click here to find out how” – Really???
Research Buy Use Engage
Link to more videos, e.g. consumer reviews, how-it-works etc.
Stimulus
(non-skippable media)Understand
(looking to do what?)Find
(skippable media)Purchase CRM Engage
Answer needTV/YouTube Print Outdoor Mailing Owned assets Google Search YouTube Search YouTube TrueView Engagement Ads Non-Google Media Buy, or approximation for buying BOUGHT:
DIDN’T BUY: Remarket
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Awareness Consideration Intent Decision
Assist Last Interaction
Radio / TV Direct Search
Word of Mouth & Social
“On the average we use three screens per day”
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People need content and information to be influenced.
Controlling the flow of content is vital to be able to steer the buzz as possible. People influence people and by giving them content we influence the influencers People talk and search regardless of the stakeholders input. If there is no share of voice there is no influence.
People are talking
Facebook Boosted Posts Google Search Google/YT Display
Be a part of their life when they need it 100% digital
Google Remarketing
Maintain momentum Remarketing lets you show ads to users who've previously been influenced by your message.
You Should Always be on As the noise for attention gets higher we need to have an continues presence – We call it always on! By using a mixture of such channels as Facebook, YouTube and Google we can theoretically reach 100% of the
cost and more importantly targeted manner. 80% of searches are informational and social media is an integrated part in peoples daily life.
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”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
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Leiðarvísir að árangri: POST!_
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Thank you
Kristjan Mar Hauksson