Cross device Marketing is a vast and complex subject constantly evolving in which companies and brands are facing numerous challenges and opportunities. If Google Tools presented are no absolute weapon alone, however, they are important elements to be integrated into your global (digital) marketing strategy.
Although we can already enjoy the new performance of Enhanced Campaign, it will take a couple of months to fully operate the new features promised by Universal Analytics. That being said, it is important to prepare the ground now in order to be ready to jump tomorrow. Analysis of the cross-device and cross-channel data is definitely a powerfull way to improve the ROI of every kind of business.
Cross-device marketing & Google tools23 May 2013Brussels.May 23. 2013A K-Workshophosted by
K CompanyCustomer engagementBusiness IntelligenceBusiness ConsultingTechnical solutions• Customer journey roadmap• MVT approach• Content strategy• Information architecture• Clickable prototype• User Testing• Transmedia and cross canal strategy• …• Web analytics• KPI definition• Multi source dashboard creation• CRM Consolidation• SEM• Sitecore• Adobe CQ• Drupal - Acquia• Sharepoint• Alfresco• Liferay• Jive / Podio / …• Change management• KM 2.0 deployment• Multi source dashboard creation• Organic innovation implementation• Stakeholders management
K Workshop #1First workshop• Insight on new trends• Discuss with our clientsCross device marketing & Google tools• Cross-channel business needs: Cross deviceis a powerful way to attract business• Google Universal Analytics & GoogleEnhanced campaign: 2 new relevant Googletools• Questions, closing & lunch (Presentation willbe available on our Slideshare account)
Practical information# of the day#KWorkshopConnect with Kcontact@k-cy.com+32 2 880 71 09@k__companyk-cy.comFacebook.com/we.are.kcompanypinterest.com/kcompany
Google tools for cross-device marketingCross-channel business needs
More firstname.lastname@example.org/in/geoffreylaloux/Geoffrey LalouxLead Business ConsultantK Company - CronosKCOMPANY#Kworkshop
At home / office, how many interfaces doyou use to access the internet ?
• Consumption: additional AND / ORConcurrently• Multiple touchpoints and cross canalcustomer journey• We communicate without even knowing itTouchpoints
We use numerous devices, to accessmultiples platforms who give us unlimitedcontents...Device 2Device 3Device 4Device 1 PlatformPlatformPlatformPlatformPlatformPlatformPlatformPlatform ContentContentContentContentContentContentContentContentContentContentContentContentContentContentContentContent
Powerful tools for multi-deviceTime of day Location DeviceSource: Google Engage document
Bid for display campaignTime of day Location DeviceSex Interest Age Placements+
Smarter ads for varying user contextsPersonnalised message on mobile | Planifiedextensions | Sitelinks extensionsSource: Google Engage document
Advanced reports for newconversion typesCallDownloadBuying in shopMulti device tracking
A search exampleSource: Google Engage document
A display exampleSituation• Hours: 6:00 – 9:00• Geo: option for United States• Interest: decoration, gardening, literature• Placement: less conversions on decoration sites• Age: 30/40Campaign• +30% between 6:00 and9:00Ad group• Default bid: 1€• Bi for gardening andliterature sites: 1,50€• +40% for 30/40• -50% for decoration sites
Goals• Increase conversions• Grow visibility by boosting page views and site traffic• Generate email and phone replies to adsApproach• Embraced AdWords enhanced campaigns• Targeted mobile users for the first time• Adjusted CPC bid for mobile devices first to +25%, then to +40%• Migrated 100% of campaigns in French market within one weekResults• Total conversions increased 34%• CPA remained stable, even decreasing in some categoriesCase: 34% more conversionsthanks to Enhanced CampaignsSource: Google Engage document
No Adwords without AnalyticsNo marketing without tracking toolNo performance without analysis
Fundamental changesEnhanced Campaign Diffusion on all devices Bid adjustement for mobile Same bid strategy for tab and laptop Total control of mobile announceUniversal Analytics New tracking Cross device & cross channel Custom dimensions & metrics