Multi-channel mix

Multi-channel mix

Inspiration Day

A playful setlist

Channels Display Remarketing Social Search Mail

A playful setlist

Discovery Understanding Desire Action Loyalty

Channels

Content

Display Search Social Retargeting Mail

A playful setlist


Channels

Content

Conversions


Subscribe Download Contact Order Submit

A playful setlist


Channels

Content

Conversions



A playful setlist


Channels

Content

Conversions



Mixing different channels

DesktopMobile


DesktopMobile

Mixing different channels > desktop

Discovery

• Search advertising (AdWords product feed, generic search ads)• Video advertising (YouTube)

Understanding

• Display advertising (AdWords, RTB, pop-under)• Search advertising (AdWords product listing ads)

Desire

• Display advertising (image-text combo, email, Facebook, wallpaper)• Affiliate advertising (price compare sites, traffic broker)

Action

• Search advertising (AdWords brand campaigns)

Loyalty

• Display advertising (dynamic retargeting)• Affiliate advertising (cashback, vouchers)


DesktopMobile

Mixing different channels > mobile

Discovery

• Search advertising (AdWords product feed + generic search)• Video advertising (YouTube)

Understanding

• Display advertising (AdWords, RTB)• Search advertising (AdWords product listing ads)

Desire

• Display advertising (interstitial, email, Facebook)• Affiliate advertising (price compare sites)

Action

• Search advertising (AdWords brand, click-to-call, click-to-download ads)

Loyalty• Affiliate advertising (cashback, vouchers)

DJ at work

SchoolBankShop

DJ at work

SchoolBankShop

School > intro

Group of 5 schools located in SwitzerlandInternational multilingual target groupPrimary KPI’s:– CPL: cost per lead– CPS: cost per sale

Start with content optimization Continue with alignment of content and channels

School > content


School > content

Discovery

Home

About HIM

Understanding

Program details

How to apply

New students

Desire

Student life

Action

Contact

Loyalty

Your career

News

School > content + channels

Discovery

Home

About HIM

Understanding

Program details

How to apply

New students

Desire

Student life

Action

Contact

Loyalty

Your career

News

AdWords (generic search + display)

AdWords (branded search +

remarketing)Social

School > content + channels

Discovery

Optimize content

Understanding

Optimize content

Desire

Add content

Action

Add A/B tests

Loyalty

Add content

AdWords (generic search + display)

AdWords (branded search +

remarketing)Social

School > conversions


What if I don’t know yet?

Looks like a

required field

Draws attention

away from

main goal

No introduction

? What happens to my personal information?

Which format should I

use?

I’m requestin

g a brochure


At first: mobile bid adjustment of -100 %But: gradual deployment of mobile templates per site

Focus on actionable landing pages (call-me-back form)– Targeted only within specific time frame (9am-5pm)– Targeted only in specific regions & countries

DJ at work

SchoolBankShop

Bank > intro

Bank focused on personal and business savingsLocal, bilingual target groupPrimary KPI’s:– CPL: Cost per lead– CPA: Cost per account

Start with content (re)structure and continue with conversion model applied to new wireframes

Bank > content

Discovery

Save & pay

Invest

Understanding

Document center

Service center

Action

Open account

My account

Loyalty

News

Reviews

Bank > content

Discovery Understanding

ActionLoyalty

Bank > content

• Open account• My account

• News• Review

• Document center

• Service center

• Save & pay• Invest

Discovery Understanding

ActionLoyalty

Bank > content

• Open account• My account

• News• Review

• Document center

• Service center

• Save & pay• Invest

Discovery~pageviews

Understanding~downloads

Action~leads

Loyalty~subscriptions

Bank > content

Before (macro)converting to a lead– Main objective = discovery + understanding

Before (macro)converting to a lead– Main objective = loyalty

Objectives can be combined on a page level

Bank > content (homepage)

Action 15%

Discovery 30%

Understanding 30%

Action 15%

Loyalty 10%

Bank > content (product page)

Action 15%

Discovery 30%

Understanding 30%

Action 15%

Loyalty 10%

Bank > content (account opening page)

Action 40%

Action 20%

Understanding 40%

Bank > channels + content + conversions

Channels• Owned media• Paid media• Earned media

Content• Discovery• Understanding• Action• Loyalty

Conversion• Micro conversions• Macro

conversions


Affiliate

Discovery

Macro


Social

Loyalty

Micro

DJ at work

SchoolBankShop

Shop > intro

Set of shops with broad range of leisure productsLocal, singlelingual target groupPrimary KPI’s:– Revenue– CPS: Cost per Sale

Group content and evaluate channels and conversions per type of content to discover page value

Shop > content

Discovery LOCATOR pages

Understanding FAQ pages

Action PROMO pages

Loyalty BLOG pages

Shop > content

Discovery LOCATOR pages

Understanding FAQ pages

Action PROMO pages

Loyalty BLOG pages

.*(winkels).*

.*(faq).*

.*(acties).*

.*(blog).*

Shop > content

Shop > content

Shop > content

Shop > content

Shop > content

Shop > content

Shop > channels

Shop > channels

Shop > channels

Shop > conversions

Shop > conversions

Shop > conversions

Shop > conversions

Shop > conversions

How to score a hit?

Avoid bad content; online advertising always starts with content (re)structure and/or optimizationAlign channels with types of content and conversionsDistinguish between desktop and mobile advertising channels and focus on device-specific conversionsCreate custom segments or channel and content groups to analyze the ad performance quality categorically

Multi-channel mix

Internet

understanding

price compare

social school

desire display

understanding

channels shop

action search

content open