BAAF Digital Marketing in Adoption June 2014

What we will cover...

• Different customer types• The digital customer journey’s• The digital opportunity• What not to do in digital adoption marketing• What we can do• Outcomes• Creative

The Audience types vs Ad types

The Broader Opportunity...

Trust & Personalisation...

•Awareness raising has changed•Display has changed•Targeting has changed•Behaviour has changed (collect data at every stage in their journey)•Their journey covers different devices, different channels and different ad types. We need an appropriate response•Trust is crucial in your marketing approaches•Normalising the topic to reach and engage the influencers of your next adoptive parents, their support network – content marketing•Don't have all the options available for Adoption as you might Fostering...

Just because we can, doesn’t mean we should...

• Custom audience• Behavioural targeting• Remarketing • Referral based• Social Engagement exercises• Information overload

So, what can we do?...

• Awareness stage through media-rich but discreet engagement

• Trust – think about your content and message• Ask for feedback at consideration stage • Promote intent stage calls-to-action to those

at consideration stage• Ask people – offer data capture at every stage• Make things simple

Your opportunity...

Content, Stories & Planning...

Big Top & Personalised Journey

•Capture data at every stage•Personalise the content and the ongoing user experience•Trust within your social community•Publish everywhere•Multi-form•Discreet engagement •Tracking

Consistent across all your digital channels

Some Outcomes

Thought exercise to take away...

“Think”“Feel”“Do”

Trust

The Perceived / Actual Target Audience ...

Summary & Take Aways...

Thank you

Any Questions?

Ben BillingCommercial DirectorUK: 01273 783 847e: ben@netnatives.com

netnatives.com bigtopapp.com blog.netnatives.com

@netnatives