See Think Do - Agile End To End Marketing
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Thank you to PRmoment.com for the awesome event 11 September 2014 #socialb2b - hope you enjoyed the presentation and discussion - slides are here
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See Think Do - Agile End To End Marketing
- 1. See. Think. Do. the art of end to end relationships at scale from the amazing work done by Avinash Kaushik http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/
- 2. Google Confidential and Proprietary David Keene Head of Marketing, Google for Work, NACE google.com/+DavidKeeneX @dkeene
- 4. EVERYONE IS ALWAYS ONLINE 75% Smartphone Penetration 70% UK 4G coverage 86% Online every day
- 5. PEOPLE LIVE IN A BOUNDLESS, MULTISCREEN MEDIA WORLD Google Confidential and Proprietary
- 6. 1. What Users Want Most From Mobile Sites Today; Google/Sterling Research/ SmithGeiger, US, July 2012 2. Google Connected Device Study, UK, March 2013 MANY SCREENS 3 Average number of devices per person rising from 2.3 in 2012 2
- 7. MAYBE A SIX SCREEN WORLD? [DESKTOP] [MOBILE] [TABLET] [TV] [WEARABLE] [IN-CAR] Google Confidential and Proprietary
- 8. SALES BUYING JOURNEY COMPLEX, MULTI-TOUCH, MULTI-STEP, LONG....... ONLINE-TO-OFFLINE Google Confidential and Proprietary INTRA-CHANNEL MULTI-CHANNEL Display Search Conversion Desktop Store Conversion CROSS-DEVICE Mobile Desktop Conversion Conversion Generic Search Brand Search
- 9. Google Confidential and Proprietary BUYING A NEW CAR IN 2014 - WHAT WAS MY BUYING JOURNEY?
- 10. Google Confidential and Proprietary MARKETING ATTRIBUTION IS STILL A LAST CLICK WORLD last convert ? ? ? ? ? ? ? ? click
- 11. MEASUREMENT AND ATTRIBUTION IS A SILOED MEDIA WORLD SEO PAID TV VIDEO DISPLAY SOCIAL Google Confidential and Proprietary SEARCH
- 12. BUSINESS LIVING IN THE PAST - MARKETING/SALES/SERVICE Google Confidential and Proprietary MARKETING 101 Awareness Consideration Purchase Loyalty
- 13. Google Confidential and Proprietary STRATEGY PUT THE CUSTOMER FIRST
- 14. Google Confidential and Proprietary MARKETING @ GOOGLE HOW DO WE FIX THIS PROBLEM? Awareness Consideration Purchase Loyalty See Think Do Care
- 15. HOW CAN WE MOVE PEOPLE Google Confidential and Proprietary THE ROLE OF DIGITAL FOR EACH STAGE? People who drive cars People who are thinking they might need a new car soon People who want to buy a new car now A D VO C A C Y & L O Y A L T Y SEE THINK DO A W A R E N E S S C O N S I D E R A T I O N P U R C H A S E E V A L U A T I O N
- 16. BREAK DOWN CUSTOMER JOURNEY DIFFERENT TOUCHPOINTS, METRICS AND USER ACTIONS Google Confidential and Proprietary Generic Search Click Assist touchpoints Referral Remarketing Brand Search Click Click Newsletter Signup Display Impression Last touchpoint Microconversion SEE THINK DO Purchase Macroconversion
- 17. BUILD A PLAN FOR EACH STAGE RE-ALIGN MARKETING FOCUS WITH CONSIDERATION PHASE A F F I L I A T E S SEE THINK DO Google Confidential and Proprietary S O C I A L S O C IA L S E O S E O S E O D I S P L A Y D I S P L A Y D I S P L A Y Y O U T U B E Y O U T U B E Y T S E M S E M S E M E M A I L E M A I L
- 18. EXPERIMENT AND MEASURE BETTER REVISED CAMPAIGN METRICS OF SUCCESS (EXAMPLES) Visitor Loyalty Abandonment Rate Conversions/CPA Revenue/ROAS Profit R E M A R K E T I N G / C O N T E X T U A L P R O D U C T - C E N T R I C / O F F E R S B R A N D / P R O D U C T / L O W E R F U N N E L T E R M S Google Confidential and Proprietary METRICS MUST ALIGN WITH MARKETING OBJECTIVES CTR Page Depth Microconversions Assist Conversions & Ratios (over mid-term) Interactions, Conversation, Amplification, Applause % of New Visits Indexed Increase in Brand Awareness Assist Conversions & Ratios (over long-term) DEMO/PSYCHO/SOCIAL I N M A R K E T / S I M I L A R A U D I E N C E S Y O U T U B E M A S T H E A D / ? ? P R O D U C T D E M O /P S Y C H O / S O C I A L V I D E O G E N E R A L B R O A D Y O U T U B E S E A R C H / C A T E G O R Y / M I D F U N N E L / P R O B L E M S O L U T I O N SEE THINK DO
- 19. GOOGLE ANALYTICS REALLY USEFUL Google Confidential and Proprietary MULTI-CHANNEL FUNNELS REPORTING Overview Assisted Conversions Top Conversion Paths Time Lag Path Length
- 20. VISUALIZE ASSIST METRICS AGAINST SEE/THINK/DO FOR IMPROVED UNDERSTANDING Display & Video: Lower Funnel 15.0 5.0 0.5 0.3 Google Confidential and Proprietary SEE Organic Search Direct 3.1 0.8 0.6 Assist Ratios SEE THINK DO 60 day Assist lookback Conversions 9.0 Email Brand Paid Search Display & Video: Upper Funnel Display & Video: Mid-Funnel Paid Search: Generic 0.7 Referral
- 21. COLLABORATING - RETHINKING - WORK Google Confidential and Proprietary COME TOGETHER/HACK/HUSTLE/CREATE/ANYWHERE http://youtu.be/bTFPSQ7Q0zw
- 22. Google Confidential and Proprietary RETHINK MEDIA RETHINK METRICS RETHINK MODEL RETHINK WORK FOCUS ON CUSTOMER
- 23. Google Confidential and Proprietary Thank you. google.com/+DavidKeeneX @dkeene