session 5 - The role of every channel along the funnel_IE_E_01_24 (1).pdf
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#5 CHANNEL ROLES ALONG THE FUNNEL: HOW TO DEFINE STRATEGICALLY THE MEDIA MIX, CONSISTENTLY WITH GOALS. EXAMPLES AND KPIS Session 6 – IE Omnichannel Media Strategy and Planning Prof. Irma Papaleo Prof. Emiliano Chedrese 1. INTRODUCTION CHANNELS ALONG THE FUNNEL 2. CHANNELS, FORMATS, ROLES AND MAIN KP...
#5 CHANNEL ROLES ALONG THE FUNNEL: HOW TO DEFINE STRATEGICALLY THE MEDIA MIX, CONSISTENTLY WITH GOALS. EXAMPLES AND KPIS Session 6 – IE Omnichannel Media Strategy and Planning Prof. Irma Papaleo Prof. Emiliano Chedrese 1. INTRODUCTION CHANNELS ALONG THE FUNNEL 2. CHANNELS, FORMATS, ROLES AND MAIN KPIs 3. CASES IN EACH STAGE 4. ALWAYS PLEASE OPEN QUESTIONS…FEEDBACK ☺ WHAT IS A MEDIA CHANNEL? A media channel is a medium between a brand and its target audience. It helps communicate advertising & content to your customers and or prospects effectively via the most suitable channel FOR SEVERAL OBJECTIVES (WHAT BRAND OR PRODUCT NEEDS). EACH CHANNEL CAN PLAY A JOB TO BE DONE IN THE FUNNEL WHY? WHAT? Sustain your business objectives & by planning marketing and media mix with effectiveness and efficiency Awareness / Share of mind Relevance / consideration / influence Interactions / traffic / visits / Leads / Conversions Recommendations / WOM / Loyalty THINKING IN CONSUMER PHASE: WHICH IS THE ROLE OF MEDIA? In the Consumer Phase of Intelligence, We Answer the Following: WHO is the consumer that best defines the growth target and WHY WHAT are their social affinities and interests WHERE is the consumer along the brand decision journey WHICH touch points are most influential HOW can we target them via custom audiences in Media 5 PURCHASE FUNNELS ARE COMPLEX MEDIA HAS MULTIPLE ROLES ON CUSTOMER JOURNEYS https://medium.com/@EventerpriseAG/the-new-reality-the-sales-funnel-is-dead-ef69c73803b7 THE VALUE OF THE AUDIENCE (CONSUMER) WILL INCREASE INTERSECTING WITH THE JOURNEY OBJECTIVE Audiences PEOPLE Value AWARE | DISCOVER PASSIVE VISITOR VALUE = REACH (LOT OF CONTACTS / PEOPLE) CONSIDER | PREFFER PROSPECT ACTIVATED USER PURCHASE CUSTOMER ACTIVE CUSTOMER RECOMMEND AMBASSADOR More precision VALUE (LESS PEOPLE) CHANNEL ROLE & FUNNEL OBJECTIVE & MEDIA ACROSS FUNNEL “Middle Funnel” “Lower Funnel” Prospect…reach Engage / Attract Convert Inspire Help / Compare Loyalty “Upper Funnel” A SINGLE CHANNEL COVERING DIFFERENT STAGE IN CUSTOMER FRAMEWORK: ALIGNEMENT TO MEDIA TASKS & KPIS Objectives AWARE Introduce Explore/ Seek More Info Trigger Desire Persuade Help / Compare PURCHASE Use Share RECOMMEND Advocate Unaided Awareness Top of Mind Consideration Control/Exposed Brand Health Study Store Visit/Footfall Lift Brand Search Lift First Choice Consideration Brand Love/Favorability Sample/Test On-Target Reach/Frequency TRPs Clicks/CTR CPC Viewability Site Visits ACTIONS Awareness Sales Word of Mouth/Referral Share of Market/Retention/ Repeat Sales MMM MTA Match Market Digital Incrementality Retention Analysis LTV Analysis Share of Wallet Metrics, KPIs and Effectiveness Approaches listed are a sample of possibilities RESPONSE Try Effectiveness Measurement PERFORMANCE CONSIDER PREFERENCE Reach Frequency GRPs Impressions CPM Viewability Message/Video Consumption KPIs AWARENESS Remind Metrics BRANDING DISCOVERY Media Tasks LOYALTY EXAMPLE: TELEFONICA FULL MEDIA EXPERIENCE LOVE & CHOOSE: Attract Development CHOOSE & BUY: Acquire Acquire Services Sharing News TV Display OO H Brand & Product Awareness Trigger Event I Cinema Call To Action to Blog Comparison Landing Page Decision I Event App Download BRAND AWARENESS & GO TO MARKET REFERRAL: DATA BASE (Salesforce) Traffic Campaign #17 Productos de Interés: TV OOH Radio Cinema Press Sponsorship Events Display Recommendation Store Point of Information WEB & APP SMS Email Outbound Calls Postal Email Impacts Generation WEB APP Store Inbound Call Tienda Vendedor WEB APP BLOG MAIL MK SEO SEM Content MK SOCIAL MEDIA SMS/CHAT Call Center APP STORE Traffic Generation Use New Service request Decision III Trigger Event II Cross Selling … Recommendation Receive Informatio n Send by email Recommending to a friend Twitter CAUSE MEMBERSHIP & LOYALTY Producto X Producto X EMAIL MK CONTENT MK EMAIL MK LANDING (II) VIDEO MK LANDING PAGES CTA (II) EMAIL MK (II) SOCIAL MEDIA FORMS MAIL MK SEO SEM CONTENT MK SOCIAL MEDIA SMS/CHAT C&CC NEWSLETTERS FORMS BP CAMPAIGNS LEAD SCORING REMARKETING Lead Generation Lead Nurturing Client Paula x Receive information LEAD GENERATION & SALES Lead CX Plan Decision II Acquisition x Consideration Sponsorship BUYER PERSONA Event subscriptio n Blog Subscription MQL / SQL Buyer Persona 200.000 people Radio SMS – CHAT MK CALL CENTER STORE Client Generation BLOG EMAIL MK SOCIAL MEDIA LEAD NURTURING EMAIL MK CAMPAIGNS RECOMMENDATION LEAD SCORING LEAD NURTURING Advocate Unconscious calm Measurement STAY & LOVE: Recommend & Cross-Selling Satisfaction Journey Brief Recommendatio n Intelligence CAMPAIGNS EMAIL MK NEWSLETTER SOCIAL MEDIA LEAD NURTURING CROSS-SELLING Recommendation Cross Selling Advocate & Fan AUDIENCES MATTERS: ROLE OF SIGNALS FOR TARGETING CONSUMERS ALIGNED WITH OBJECTIVES & KPIS AWARE | DISCOVER CONSIDER | PREFFER PURCHASE RECOMMEND ANALYTICS AUDIENCES CHANNELS BY KPI ALONG THE FUNNEL AWARE | DISCOVER CONSIDER | PREFER PURCHASE RECOMMEND AWARE | DISCOVER Goals Introduce KPIs Awareness Remind Unaided Awareness Explore/ Seek More Info Top of Mind Desire Differentiation KEY MAIN AWARENESS CHANNELS DISPLAY VIDEO ADVERTISING NATIVE ADVERTISING AUDIO / ONLINE RADIO SOCIAL MEDIA CONTEXTUAL ADS VIDEO ONLINE CONNECTED TV 16 PREROLL YOUTUBE KPIS: Views/ Reach / Frequency / VTR… Techniques: video boost VIDEO DRIVES AWARENESS AND CONSIDERATION Younger audiences DISPLAY Skin 18 Display Scroller Full Image Video KPIS: Views/ Reach / Frequency / … Techniques: graphic impact…interactive DISPLAY: RICHMEDIA Grafic ads in editorial, affinity, mobile context with high notorious resources SINCRO WEATHER GEO TAP TO MAP INTERACCIÓN KPIS: Views/ Reach / Frequency / … Techniques: graphic impact…data DISPLAY (NEWS, EDITORIAL), VIDEO, NATIVE ADS Grafic ads in editorial, affinity, mobile context Display Custom / Skin Video in news Video Platforms Trueview & Bumper Ads Email / Gmail Ads Audio Interactive Display Native Ads Mobile Interactive Ads KPIS: Views/ Reach / Frequency / … Techniques: graphic impact…data DATA SIGNALS FOR DISPLAY, VIDEO, NATIVE there are a lot of signals to plan awareness for a better targeting #1 data targeting segmentation example connection device geo WEBSITE Day / hour Operation system Audience: context, content, demographic, interests, affinities, events… 1st Party Data & 3rd Party Data Let's call VAR "case passions" #1. Consumer insight Football is the KING SPORT All football fans have THE SAME PASSION But different ways to LIVE it That passion he only mobilizes through the COLORS OF HIS TEAM #2. Personalization improves metrics Data Summation, Audience Planning, Moments and Contents 20% + 54% - 10% Interest CPA + Notoriety 72% €31.00 80% 58% 37% PERSONALIZACIÓN PROGRAMÁTICA PROGRAMÁTICA PERSONALIZACIÓN PROGRAMÁTICA PROGRAMÁTICA €28.00 PERSONALIZACIÓN PROGRAMÁTICA PROGRAMÁTICA CONTEXTUAL ADS Contextual matters when reaching the audence in the righ place and right moment: a more sensitive targeting REAL IMAGE TÍTLE DESCRIPTION media integration in editoral / content channels: blogs, digital press, magazines, specialized KPIS:/ Reach / targeting Techniques: contextual information LOOK & FEEL Video Increases Brand & Product Recall x2 (at least). NATIVE ADS VIDEO Expandables explain more product features and increase experiences NATIVE ADS EXPANDABLE ADSTORY Adstories amplify the by joining IG & Display Capabilities By using brand or product images as a call to action and them add a visual experience. AUDIO ONLINE Formats: Audio spot, Podscat, Sponsored Session, Video Takeover, Banner, Overlay time: climate conditions Interest: music / mood / travels, etc Demo: genre & age Technology: Device, I, Browser, OS Hours: micro moments 24hs Génre & Playlist: Top 50, hip hop, país, pop, relax, deporte, gym, work. KPIS: audiovility / Reach / Frequency / Techniques: engaging audio DISPLAY, VIDEO AND NATIVE different buying models would play a role in each channel. CPM + REACH / CPC + TRAFFIC / CPV + VIEWS / CPL + LEAD awareness BRANDFORMANCE #2. buying models CPM/T CPC CPV LEAD / CPL CONSIDER | PREFER Goals KPIS Trigger desire Persuade Consideration First Choice Consideration Compare Brand Love/Favorability Traffic KEY CONSIDERATION CHANNELS PAID SOCIAL SEO / SEM (BRAND / GENERICS) INFLUENCERS BRANDED CONTENT BLOGGING RETAIL DISPLAY EDITORIAL NATIVE EDITORIAL ECOMMERCE ADS PAID SOCIAL KPIS: / Reach / Engage / Techniques: engaging content / formats Link ad Canvas 34 Lead Ad Video ad Collection ad 35 Stories ONE SEARCH STRATEGY: SEM & SEO SEO and SEM are more integrated than most channels: Generic & Brand keywords SEM SEO COST PER CLICKS 16% OF TRAFFIC PAID MEDIA: SHORT TERM SEO PPC SEARCH MAPPING DYNAMIC LANDING PAGE CREATION COST PER LEAD TARGET 84% OF TRAFFIC TIME ONLINE OPTIMISATION LINK BUILDING SOCIALIZATION OWNED MEDIA: LONG TERM 36 INFLUENCERS KPIS: / Reach / consideration / prescription Techniques: engaging content / Brand & producto story Source: Reddit THE BELLS 2024 IN TWITCH WITH IBAI LLANOS 800.000 direct streaming From 240.000 in 2022 BRANDED CONTENT: BRAND / PRODUCT DIFFERENT ROLES KPIS: / consideration / prescription Techniques: engaging content / Brand & producto story 39 NATIVE ADS KPIS: / consideration / traffic Techniques: information / contextual NATIVE ADVERTORIAL Advertorials amplify the information and guide consumers to know more about the product when they are comparing online or seeking for a better decision. DYNAMICS ECOMMERCE ADS & RETAIL MEDIA KPIS: Targeting / Consideration Techniques: leads & direct sales 42 RETAIL MEDIA CASE HOW TO USE RETAIL MEDIA IN NON-FOOD? BRAND STRATEGY SPECIAL NEEDS ADAPTED RECIPES DOGS UNDER 10 KILOS TO YOUR NUTRITIONAL NEEDS CHALLENGES: DOG MINI PARENT CONSUMER INSIGHT "MY DOG ISN'T MINI, HE'S SMALL" "I DON'T NEED A SPECIFIC PRODUCT" IDENTIFICATION RELEVANCE IDENFIFICATION RELEVANCE: Building Product Relevance to Mobilize Small Dog Owners to Consider Buying Adapted Food and Choose Ultima Mini CATEGORY AND PRODUCT ASSOCIATION OBJECTIVES BREAKING THE BARRIER THE ROLE OF CARREFOUR LINKS IN THIS CAMPAIGN IN TERMS OF IDENTIFICATION AND RELENVANCE 01 02 03 MOBILIZING UNDERSTANDING LEARNING FROM POTENTIAL BUYERS AUDIENCE BUSINESS WITH ABOUT THE OUTREACH IN OMNICHANNEL PRODUCT ULTIMA TERMS OF DATA THROUGH MINI EFFECTIVENESS AUDIENCE & AND EFFICIENCY... BUSINESS BRAND, INSIGHTS... CONSIDERATION COMPETITION, IDENTIFICATION CATEGORY INSIGHTS CAMPAIGN STRATEGY AUDIENCE PLANNING ONSITE & OFF SITE Execution Audience Planning +70% match rate in each audience Carrefour Links IDs / Cookies Planned Based on Club Carrefour and + 170 SKUs - CONSIDERATION Programmatic & Social Media Notorious Formats VIDEO Ultima Buyer NO MINI: 79,3K Dog Food Buyer: 460K Dog Non Food Buyer: 117K SITE SELECTION -25 Test + Campaign Measurement Reach ON target Interacciones, Viewability Tráfico Sales Lift RESULTS The campaign had a potential effect on sales due to the reach of each of the audiences INCREASE IN NEW LAST, COMPETITOR AND CATEGORY BUYERS AND AN OVERALL ROAS OF 8.4 SUCCESS 100% REACH VS FORECAST KPIS BRAND = OTHER CAMPAIGNS IDENTIFICATION BUYERS FREQUENCY & VALUE (ROAS1,3) HYPER: 83% OVER 1.3 29% ULTIMA NO MINI SUPER: 9% TRANSACTIONS (ROAS 2,9) PROXIMITY: 5% Ultima BUYER + AOV 11% PRIVATE LEVEL DIGITAL: 2% AV AOV Competition X FORMATS PURCHASE & RELEVANCE 54% COMPETIDORES MEDICIÓN 6% OTHERS CAMPAIGN BUSINESS SALES LIFT: +33% CONVERSION | PURCHASE Goals Try KPIs Purchase Use downloads Insicribe Leads… KEY CONVERSION | PURCHASE CHANNELS Paid Search & SEO Affiliate Marketing Email Marketing Paid Social Display Programmatic Digital Resellers A MEDIA WITH A CALL TO ACTION (CTA) MESSAGES SEM (PAID SEARCH) KPIS: Traffic / Conversion Techniques: specific searches & shopping searches SEM: GOOGLE SHOPPING STRATEGY Feed content / optimisation Campaign management 25% of sales on search channels Optimisation 1 Setup basic optimisation (bid strategy, etc.) Think a structure based on « margin level » segmentation in order to boost global performance 2 Deploy new ad formats with Showcase Ads Shopping structure example Shopping campaign 3 (margin +) Shopping campaign 2 (margin ++) (margin +++) Shopping campaign 1 3 Growth and efficiency with Smart Shopping campaigns EMAIL MARKETING KPIS: Traffic / Conversion Gmail + msn mails + others Techniques: call to action & promos Vendor data base CRM / Own data base Source: Pixelgrafía AFFILIATE MARKETING: MULTIPLE STRATEGIES FOR CONVERSION Thousands of website Specific & long tail Centralized offers: a network Quality guaranteed KPIS: Visibility / Traffic / Conversion Techniques: leads & direct sales Text link: 85% results COMPARISON AND COUPONS SITES Drive traffick to feed Product Information Centralized offers: a site Cost per adquisition MODEL Contextual Branding fixed KPIS: Visibility / Traffic / Conversion Techniques: leads & direct sales CARREFOUR: PERFORMANCE CHANNELS BUDGET SETTING FOR ROAS Proposed Investment ROAS Suggested Recommended Investment ROAS Recommended National Marketing 3,4M 5 3,4M 5,3* Paid Search 1,6M 7,2 1,03M 6,1 32% 0,72M 12 22% 0,13M 2 4% 0,15M 4 5% 0,5M N/A 15% 0,12M N/A 0,7M N/A Afiliación RRSS 0,60M 4 Display TV 0,50M 2 Tech / Fee / Tasa Google Marketing Local 0,70M 2,6 % Recommended Investment 22% RECOMMEND | LOYALTY RECOGNIZE REWARD GIVE ADVANTAGES BE CLOSE TO THE CLIENT WhatsApp CRM / EMALING / CLIENTS PAID SOCIAL CLIENTS PROGRAMMATIC CLIENTS Blog / Content Creation / Prosumer Website Personalization You need to select the channels Considering media goals for your briefs Chanel Chance Young Positioning Increase Tik Tok Penetration on Parents Affinity Sterilized Cat Where are the consumers across the journey? Which are the media goals considering your challenges? Which are the most influential media or media mix (and why)? What KPIs you selected considering your media selection? Session 5 – IE Omnichannel Media Strategy and Planning Prof. Emiliano Chedrese THINK FULL FUNNEL AUDIENCE STRATEGY TO MAXIMIZE REACH: DISPLAY & VIDEO PROGRAMMATIC CASE STUDY Example Demographics and detailed demographic audiences - Parental status, revenue, age range etc. Deployment of an efficient audience strategy to cover full funnel signals (algorithmic friendly) Example - Puma video viewers (30 seconds) Example In-market and affinity audiences - Compulsive buyers / Fashion fans / etc Example - « first party » audiences - Visitors of « men shoes » category on Puma website Etc. CPA Audience depth + 26 pts Conversion rate -5% + 8% QUICK EXERCISE: FUNNEL OBJECTIVES & KPIS Job to Be Done MINI COOPER ELECTRIC LAUNCH JTBD KPIs METRICS 1 Introduce the new mini to potential targets … 2 Drive product consideration by using website … 3 Generate product tests … Launch the new MINI Cooper electric CHANNELS GREAT EXAMPLES OF BRAVE AWARENESS CONTEXTUAL ADS 66 MEDIA OBJECTIVES & KPIS MEDIA OBJECTIVES TRAFFIC CONVERSION LOYALTY ENGAGEMENT Unique Users on Target / Audience Segmentation Engagement rates (likes, share, comments, views) Clicks, website / app / content traffic (visits, page visits, events onsite funnel, time spend, bounce rate) Leads, downloads, conversión events (ie car configuration), digital sales, information request, Ventas (Adquisitions), Registros (Leads), Descargas Participación (likes, shares, comments…) RESPONSE CONVERSION AFFINITY / TARGET INTERACTIONS Points of awareness (brand, product), mentions, clicks on content, views. Metrics of % and cost PERFORMANCE CONSIDER AWARENESS frequency, views, viewaiity, intenractions AWARENESS DISCOVER reach, unique users. impressions ACTIONS BRANDING REACH KPIs LOYALTY SOME QUESTIONS BUILDING EXPECTATIONS AND REALITIES FOR THE LAST 1 CONSUMER What insights can we obtain from the audiences?: market, product, consumer... 2 EFFICIENCY Can retail media support our campaigns efficiently and effectively?? 3 SALES LIFT Carrefour Links' ability to boost sales in a product that requires identification and relevance... 4 AUDIENCIAS Measuring capillarity of the audiences In Key of results, differentiating each One of them... 5 MEDIOS Qualitative, consideration-oriented media planning with well-defined brand KPIs... BLOGGING: DRIVE CONSIDERATION / OPINION / SEO Niche Specific Authority Link Building Traffick generation 70 REAL CASE: CODERE.ME (ONLINE BET IN SPAIN). INFLUENCERS 1 3 2 4 5 GREAT EXAMPLES OF BRAVE CONSIDERATION CONTEXTUAL ADS LINK MEDIA & ANALYTICS OBJECTIVES / METRICS ADVICE: DO IT WHILE YOU SET JOBS TO BE DONE, KPIS AND METRICS, NOT AFTER Objetivos de campaña AWARENESS CONSIDERATION ACTIONS ANALYTICS Metrics Reach Reach Audiencias Viewability CPU / TRAFFIC / USERS Traffic by channel Searches / KWs Convertions events Time spend Leads / CPL Page views / content Visits / Cost per visits Bounce rate Online Conversions / CPA Drop out rate Calls / Assited conversions / Cost of Call (omnichannel) DIGITAL RADIO MULTIPLE CHOICES #1 #2 #3 #4 #5 INCREMENTALITY: WHEN MEDIA SUPPORT SALES SHOWROOMING DROP SHIPPING ROPO DIGITAL SALES WITH CALL CENTRE research online purchase offline DIGITAL CHANNELS CAN PLAY DIFFERENT ROLES IN CUSTOMER JOURNEY A SINGLE CHANNEL CAN COVER ALMOST THE CUSTOMER JOURNEY. A DIFFRENET CHANNELS ORCHESTATION TOO. CUSTOMER JOURNEY ALIGNEMENT, OBJECTIVES & CONTENT ARE CRITICAL MATRIX EXAMPLE FOR YOUR SUPPORT: MEDIA STRATEGY WOULD HAVE DIFFERENT JOBS TO BE DONE IN THE FUNNEL You can use this framework to fill Your Pain, JTBDs, KPIs… ENHANCING ONE SEARCH STRATEGY Financial Synergies Technical Synergies Objective: use SEO optimisation to improve the Quality Score of your PPC campaigns Objective: calculate the incremental value of PPC vs. SEO and use the learnings to decrease your PPC investments Case Study: Case Study: examples of SEO optimisations #1 Test Protocol: Implementation of an alternate dayparting for 2 weeks Activation / Deactivation of PPC every 4 hours Quality Score improvement + 5 pts 8 6 + 2 pts #2 Results (conversions) 4 100 80 60 2 S45 S46 S47 S48 S49 S50 S51 S52 S53 S01 S02 S03 S04 S05 S06 S07 S08 S09 SUV Crossover 70 40 20 77 80 30 20 0 PPC On PPC Off PPC 6th rank #3 Recommended strategy Decrease of investments on this keyword when not in non strategical period (CPA -32%, volume -3%) ADSTORY Adstories amplify the by joining IG & Display Capabilities By using brand or product images as a call to action and them add a visual experience.
