reinforcing brand image by aligning all marketing channels - deepti pingali
DESCRIPTION
Advertising has a crucial part in any Customer Journey and PPC plays a major role in it. The presentation talks about the need to align all channels of marketing and their part in a User’s search funnel and the role each medium plays to bring in Conversions/Sales, thus reinforcing the Brand Image.TRANSCRIPT
BY DEEPTI PINGALI
HEAD OF PAID SEARCH AND BIDDABLE MEDIA
BARRACUDA DIGITAL LTD
Reinforcing Brand Image by aligning
all Marketing Channels
Barracuda Digital LtdA digital Marketing Agency that talks your
languagePaid Media
SEO
Social
Med
ia
CRO
Mob
ile
Business
Photos
Software Dev
Key Influencers in Buying Life Cycle
Purchase Lifecycle
Contributing
Marketing Channels
Time Share
Ad Spend Buying Influencers
Mapping Customers
Purchase Lifecycle
Source: Clickz.com, survey: Pulsepoint Group and The Economist Intelligence Unit
Consider the full spectrum of how to create awareness and interest for Brand, how to influence transactions, retain and advocate
referrals for awareness.
Contributing Marketing Channels
Identify key channels for your Brand and adopt the suitable marketing strategy
Time Share Across Media
Source: Magna Global, eMarketer, Macquarie Capital
In the study conducted last year in US, we see that the share of media spend has been the highest for TV in parallel to the time
spent with the medium.
Ad Spend Across Media
Internet Ad Spend is the only medium which is going to see an increase by 2015, although the major chunk still lies with
TV.
Top Influencing Factors for Buying
While traditional media is still key, research shows huge shift towards digital. Hence it is important to focus on both and identify
mix of channels best suited for the brand.
Mapping Influencers
Today’s customer is tomorrow’s influencer – How do you proactively identify potential influencers and effectively manage them to reinforce the brand
Radio
Subway Ride
Google Searches
RSS feedsSubway
Ride
Dinner
Evening Jog
HBO
Newspaper
Lavalife
YouTube
Blogs
Podcasts
Key Influencers in Buying Life Cycle
Purchase Lifecycle
Contributing
Marketing Channels
Time Share
Ad Spend Buying Influencers
Mapping Customers
What Next
Integration and Engagement
Identify the key marketing channels, ensure common messaging to users at all stages of buying cycle
Avoid confusionEngage and strengthen the relationship.
Recipes for Integration
Change messaging on the search ads to reflect the call to action of your TV slots.
Synchronize paid search with TV bursts by targeting the campaign to days and times of day.
Optimise the website page and have keywords with terms associated with the TV creative ( like actor names/songs)
Demographic targeting
Geographic targeting
How do I monitor impact?
What Method/Tool Approach
Impact • Analytics• Google Insights
• Compare/correlate Media activity
Role of Search • Click Path data from Ad Server/logs
• Click Path Analysis
Cross media effect • Cross media Optimisation
• Pre-post campaign performance analysis
ROPO(Research Online, Purchase Offline)
• Redeemable codes/vouchers only offered in certain media
• Surveys at point of Offline purchase
• Unique tracking Phone numbers
• Offer code/voucher only for one medium and track it offline
• Interview in store• Dynamic phone
numbers per search campaign
Summary
Identify Objectives/Goals of the Brand
Identify Key Marketing channels
Create plan for each channel with timelines of each activity – Strategize
Create consistent message across all channels
Scheduling
Measure the impact
Feedback and Learning
Case Studies
Banking client (Mindshare 2011)Understanding the synergies between Search and Traditional Above the Line Activity
• Offline media drives 10% increase in relevant search
• Search is client’s most efficient media
• Significant ROPO impact ( Research Online Purchase Offline)
Milk&More ( 2010)
Drive targeted traffic and registrations via SEM and support TV advertising
• Integrate Ad copy, keywords around sound track and strapline
• During the TV activity, PPC search volume increased by 103% , CPA reduced by 28%.
• Brand conversions increased by 260% and non brand by 70%
Impact of TV ads – Boost Traffic from Search
Source: SearchEngineLand
• Visitors Increased by 15-25% across Organic and Paid Search.
• Email relative to the rolling average of 100%• Non- Brand Paid Search Visitors/clicks increase
disproportionately to impressions , in other words, CTR goes up during the Flight
Reed.co.uk
Job site reed.co.uk sought to use YouTube as a direct response channel, not just for brand awareness.
They had their TV ad and two ads tailored to the TrueView format results far surpassed expectations.
3.6% CTR(1% is benchmark)
22p Cost Per Click(lower than 23p for search)
CPA in line with search
Source: Google
MoneyWeek sees views, clicks and conversions soar with repurposed TV
advert in to Direct response
• The brand launched its new TV ad ‘The End of Britain’• Trueview –in-stream ads we made with the re purposed TV
adverts generating follow on magazine subscriptions on the website.
