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Offline to Online Targeting in a Multi-Device, Multi-Channel World

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Deck from the Seattle Search Meetup at the Moz complex on February 11, 2015

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Offline to Online Targeting in a Multi-Device, Multi-Channel World

  1. 1. 1 Information contained herein is property of HackerAgency and is strictly confidential. MOVING BEYOND BEHAVIORAL Offline to Online Targeting in a Multi-Channel/Multi-Device World
  2. 2. 2 1986Founded 4HubsEmployees300+
  3. 3. 3 +DIRECT MARKETING +CUSTOMER ACQUISITION +CUSTOMER LIFECYCLE MARKETING (CRM) +DIGITAL & SOCIAL MARKETING +MULTI-CHANNEL SALES ATTRIBUTION SPECIALTIES
  4. 4. 4 Our clients are partners
  5. 5. 5 WHAT ARE WE TALKIN’ ABOUT? • Targeting an audience vs optimizing a channel • Connecting digital systems • Leveraging search buying signals • Following the prospect across devices • How to translate offline data to online results
  6. 6. 6 AUDIENCE PLANNING TOOLS
  7. 7. 7 AUDIENCE SEGMENT TOUCH POINT MAP First Eligible Seniors entering Medicare eligibility Experience Triggers - Age-in at 65 - Start mktg at 64 - Special needs - Start mailing 6 months ahead Customer Types - Low income - Retired/Retiring - On-going worker - Special needs Phase (Time Frame) Awareness (6 - 18 months) Research (3 months) Choice Reduction (1 month) Purchase (1 week) Customer Goal What are the questions customers ask at each stage? From general to specific Key Triggers, Buy Signals What keywords, behaviors, offline triggers, etc. indicate interest? Key Channels Which marketing channels have the biggest impact per stage? Key Identifiers What are the unique identifiers – cookies, email address, etc. – that the channels for that stage use
  8. 8. 8 WEBSITE ANALYTICS www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
  9. 9. 9 DIFFERENT SIZE/INDUSTRY/COUNTRY www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
  10. 10. 10 FACEBOOK EXCHANGE
  11. 11. 11 TACTIC #1 LEVERAGE SEARCH KEYWORDS
  12. 12. 12 Best Case Scenarios • Top paid result + top organic result = ~40% CTR • Top paid result only = ~5% CTR • Top organic result only = ~30% CTR Worst Case Scenario • You don’t show up at all in either = 0% CTR WE KNOW SEARCH IS AWESOME, BUT
  13. 13. 13 YOUR KEYWORD LIST = BETTER TARGETING • Data from 8 billion searches – including data on Google searches • Associate cookies to search terms • Leverage current keyword list • Message searchers that did or didn’t click on your ads Medicare insurance
  14. 14. 14 TACTIC #2 CROSS DEVICE MARKETING
  15. 15. 15 IT’S A MULTI-SCREEN WORLD
  16. 16. 16 A COMMON CROSS DEVICE FLOW MOBILEAD starts shopping journey RESEARCH on tablet in front of TV COMPLETE purchase on laptop
  17. 17. 17 DEVICEGRAPH
  18. 18. 18 TARGETTHESAME PROSPECTACROSSDEVICE
  19. 19. 19 CROSS DEVICE MEASUREMENT 2.5X Conversions On Computer 2.6X Conversions On Computer
  20. 20. 20 TACTIC #3 OFFLINE TO ONLINE TARGETING
  21. 21. 21 CONNECTING DIGITAL SYSTEMS Media Delivery Systems Prospect/ Customer Database Websites Mobile + Desktop Marketing Source Codes On Destination URLs Tracking Tags on Website Pass Through Marketing Source Codes Addressable Media + List Driven Mailing Address Phone Number Email Direct Mail Email List Driven Digital Call Centers Retail Stores Other Channels
  22. 22. 22 HOW OFFLINE TO ONLINE WORKS Data Safe Haven Street Address Phone Number Email Address Any Channel Matchback Data Process
  23. 23. 23 LIST DRIVEN DIGITAL PRO’S AND CON’S Pro’s • Leverages offline data • Extends life of data models • Provided definitive lift metrics across sales channels • Sales channel agnostic • Optimizes media targeting Con’s • More expensive on both a CPM and process basis • Harder – more data work • Doesn’t optimize channels
  24. 24. 24 WRAP IT UP! • Dig into the buyer’s journey • Set expectations at the buy stage level • Leverage as many of the buying signals as possible in the appropriate channels • Connect as many systems as possible • Utilize offline and online data in a privacy centric, but measurable program
  25. 25. 25 THANK YOU! • HMU with questions, comments, etc. – Scott.fasser@hal2.com • We’re hiring! – Check our job board for openings – www.hal2l.com – Especially interested in a Media Coordinator 

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