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Transcript of Maximising value through multichannel multichannel. When you get there, you experience growth 2....

  • Maximising value through multichannel marketing

    Serge Milbank, Stream:20

  • Who are Stream:20? Specialisms

    Affiliates

    SEO

    Channel Management

    PPC

    Display

    Email

    Conversion

    Social Media

    What we do Stream:20 is a digital marketing

    consultancy, est. 2005

    Stream:20 provide the in-house digital marketing capabilities and momentum businesses need to

    drive key initiatives forward

    Focus: hitting client KPI’s Analytics

    Mobile

    CLIENT SNAPSHOT

  • What do we call Multichannel?

    Re ta il

    Affiliates

    PPC

    SocialDisplay SEO

    Email Web

    Ca ll

    Ce nt

    re

    Affiliates PPC

    Social

    Display

    SEO

    Email

    Mobile

  • Managing multichannel performance marketing

    Push

    Prospect

    Pull

    Convert Web Mobile

    Call Centre Retail

    Convert

    Push Channels

    Generate Demand Display Email Offline

    Pull Channels

    Capture Demand Affiliates PPC SEO Aggregators

    Engagement Channels

    Keeps you in the frame Social Retargeting Email

    •  If you have full control over this journey, you will succeed

    •  Hard to measure in web only

    •  Very very difficult to measure across capture channels

    •  Can be managed if you split the KPIs up

  • Pull channels

  • What should pull channels look like in the wider scheme of things

  • Interpreting Channel Graphs

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    SALES & CHANNEL SPLIT PULL CHANNELS

    Total Sales

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  • Interpreting Channel Graphs

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  • Interpreting Channel Graphs

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  • How should pull channels behave?

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    Sales Unattributed

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  • How should pull channels behave?

    •  Pull channels are maximised when they are cannibalising each other

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    Sales SEM AFFILIATES Unattributed

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  • Direct Demand Indirect Demand

    The pull channel landscape

    Direct Demand - Customers directly looking for your Product

    a)  Brand and Brand+Generic Searches b)  Looking for product through chosen

    etailer 12

    Brand PPC

    Brand + Generic

    PPC

    SEO

    Affiliate Brandbidders

    Content Affiliates

    PPC Affiliates

    Awareness PPC Etailers

    Price Comparison

    Partners

    Offer Affiliates

    Indirect Demand - People keen to buy your product but not actively pursuing it

    a)  Shopping for related services b)  Awareness Search

  • •  Offers/discounts produce peaks in conversion, pulling demand forward: –  Direct demand convert at a better rate –  Pulls forward indirect demand

    Offer period

    Making indirect demand work

  • Reacting to high performance in direct demand M

    IS SE

    D

    O PP

    O R

    TU N

    IT Y

    PL A

    N N

    IN G

    F O

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    K N

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    N D

    EM A

    N D

  • Engagement Channels

  • Engagement Channels

    •  d Bought Owned Earned

    Examples •  List Rental •  Facebook PPC,

    driving likes

    •  Your email database •  Your facebook fans •  Retargeting groups

    •  Positive feedback •  Conversion dropouts

    KPI •  Inclusion in database •  Direct to sale

    •  Engagement •  Direct to sale

    •  Direct to sale

    Goal •  Media Efficiency

    •  Sales volume •  Engaged base

    •  Sales volume •  Engaged base

  • Engagement Channels are incremental and direct

    Your target market

    Marketable base

    Marketable base

    Identifiable and marketable target market

    –  Leveraged with contact multi-step strategy

    –  Judicious use of offers to closed user groups

  • Push channels

  • That channel graph again

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    Sales SEM AFFILIATES Unattributed

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  • When does Display drive incremental sales?

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