Offline to Online Targeting in a Multi-Device, Multi-Channel World
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This document discusses strategies for moving beyond behavioral targeting to target audiences across offline and online channels. It recommends leveraging search keywords, cross-device marketing by targeting the same prospect across mobile, tablet, laptop and TV, and connecting digital systems to offline customer data through techniques like list-driven digital advertising. This allows extending the life of customer models and measuring impact across online and offline sales channels. The goal is to better understand customer journeys, leverage multiple buying signals, and connect customer data and systems in a privacy-focused but measurable multi-channel marketing program.
Offline to Online Targeting in a Multi-Device, Multi-Channel World
- 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
- 3. 3 +DIRECT MARKETING +CUSTOMER ACQUISITION +CUSTOMER LIFECYCLE MARKETING (CRM) +DIGITAL & SOCIAL MARKETING +MULTI-CHANNEL SALES ATTRIBUTION SPECIALTIES
- 4. 4 Our clients are partners
- 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
- 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
- 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 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
- 15. 15 IT’S A MULTI-SCREEN WORLD
- 16. 16 A COMMON CROSS DEVICE FLOW MOBILEAD starts shopping journey RESEARCH on tablet in front of TV COMPLETE purchase on laptop
- 17. 17 DEVICEGRAPH
- 19. 19 CROSS DEVICE MEASUREMENT 2.5X Conversions On Computer 2.6X Conversions On Computer
- 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 HOW OFFLINE TO ONLINE WORKS Data Safe Haven Street Address Phone Number Email Address Any Channel Matchback Data Process
- 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 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 THANK YOU! • HMU with questions, comments, etc. – [email protected] • We’re hiring! – Check our job board for openings – www.hal2l.com – Especially interested in a Media Coordinator
Editor's Notes
- #3: PRESENTED BY <NAME> | HACKER GROUP
- #4: We are classic but not traditional
- #9: Leaves out a lot > social, mobile, local search, view based
- #10: Size means more channels. Still leaves out a lot.
- #11: One example of how Facebook Exchange works Even though this is first party data from Jet Blue > any unique identifier that can be associated to a Facebook ID can be linked into the Facebook Exchange.
- #14: Chango search retargeting out performs behavioral targeting and keyword display. Not as good as search.
- #20: What is the FULL impact of mobile advertising?