Remarketing: A guide to the customer journey #Webbdagarna2015
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The document outlines key aspects of remarketing strategies focused on the customer journey, discussing the transition from attention to interest, desire, and conviction. It emphasizes the importance of defining goals, creating segmented lists, and utilizing targeted ads while adhering to privacy regulations. Remarketing significantly boosts purchase completion rates, making it a valuable marketing approach.
Remarketing: A guide to the customer journey #Webbdagarna2015
- 1. REMARKETING A guide to the customer journey Vanessa Meyer, Marketing Director at Load Impact March 24th, 2015
- 4. Both credited with conceptualizing the first “Marketing Funnel” Salesmanship magazine, 1904 Elias St. Elmo Founder of Association of National Advertisers, 1898 @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 5. Source: Salesmanship magazine, 1904 Attention Interest Desire Conviction Sale @VanessMeyer @webbdagarna#webbdagarna#remarketing Showing that every sale is offset by attention, interest, desire, and conviction
- 11. THE TRUTH IS….
- 12. 👤 $ ! ! ? ? ? ActivateSellAwareness $ @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 15. “Do not mistake polite attention for interest and do not assume when a desire for possession is aroused that conviction has been reached.” - Frank Hutchinson Dukesmith, editor of the Salesmanship magazine, 1904 @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 16. Re-marketing: A way to increase sales/engagement by identifying when attention has turned into interest and when desire has become conviction
- 17. “Retargeted customers are 70% more likely to complete a purchase than someone who has not been remarketed to” Source: Criteo @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 20. @VanessMeyer @webbdagarna#webbdagarna#remarketing Google Dynamic Remarketing
- 22. email remarketing in-app notification remarketing @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 24. How to get started… 1. Define goals 2. Create lists and segments 3. Ads, categories and site settings 4. Tools to use
- 25. @VanessMeyer @webbdagarna#webbdagarna#remarketing Attention has turned to interest Reviews informational content related to the problem your business solves. Example: whitepaper, blog post, podcast A. Create interest: visits homepage and features page and session duration >5 minutes Goal 1. DEFINE GOALS
- 26. @VanessMeyer @webbdagarna#webbdagarna#remarketing Attention has turned to interest Comes to homepage via quality referral. Example: news article, forum post, social media B. Create interest: signs up for trial, subscribes to promotional newsletter or requests demo Goal 1. DEFINE GOALS Attention has turned to interest
- 27. @VanessMeyer @webbdagarna#webbdagarna#remarketing Desire has become conviction Begins conversion progress Example: adds to basket, clicks “buy now”, attends demo webinar C. Reach conviction: purchases, subscribes to service, etc. $ Goal 1. DEFINE GOALS
- 28. @VanessMeyer @webbdagarna#webbdagarna#remarketing D. ♥ Reach conviction: usage/ visit frequency greatly above avg., uses all features, buys across categories, refers ♡ Reviews up advanced features, buys Example: consults integration docs, API, schedules training, joins loyalty program, enters credit card details Goal 1. DEFINE GOALS Desire has become conviction
- 29. @VanessMeyer @webbdagarna#webbdagarna#remarketing Google Analytics Goal Flow report
- 30. All visitors Completed goal or action Specific page or sections Custom segments @VanessMeyer @webbdagarna#webbdagarna#remarketing 2. CREATE LISTS & SEGMENTS
- 31. @VanessMeyer @webbdagarna#webbdagarna#remarketing 2. CREATE LISTS & SEGMENTS
- 32. 2. CREATE LISTS & SEGMENTS @VanessMeyer @webbdagarna#webbdagarna#remarketing Click drop-down and “build audience”
- 33. @VanessMeyer @webbdagarna#webbdagarna#remarketing 2. CREATE LISTS & SEGMENTS
- 34. @VanessMeyer @webbdagarna#webbdagarna#remarketing 2. CREATE LISTS & SEGMENTS 👤 $ Long distance relationships Virtual team managementTeam brainstorming How to keep track of kids while traveling Task sharing E-learning and online classes Group games online 👤 $ International project planning Watch sports with friends online Group gaming Topics for list building: E-education/learning Long distance relationships Team collaboration
- 35. 2. CREATE LISTS & SEGMENTS List must have at least 100visitors to begin display remarketing Don’t be a stalker. Add converted visitors to separate list and remove them from remarketing campaigns. 🔎 🌄 List must have at least 1000visitors to begin search remarketing @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 36. 2. CREATE LISTS & SEGMENTS Social proof @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 37. 3. ADS, CATEGORIES AND SITE SETTINGS @VanessMeyer @webbdagarna#webbdagarna#remarketing Improve re-call: use similar colors and fonts to website Prevent banner burnout: use variety of sizes/types and refresh regularly Avoid over-exposure: set scheduling and frequency caps
- 38. 3. ADS, CATEGORIES AND SITE SETTINGS @VanessMeyer @webbdagarna#webbdagarna#remarketing Targeted message Clear call-to-action Related landing page Ad segment #1 segment #1 #1 #1 #1
- 39. 3. ADS, CATEGORIES AND SITE SETTINGS Category exclusions @VanessMeyer @webbdagarna#webbdagarna#remarketing
- 40. @VanessMeyer @webbdagarna#webbdagarna#remarketing 3. ADS, CATEGORIES AND SITE SETTINGS
- 41. 3. ADS, CATEGORIES AND SITE SETTINGS @VanessMeyer @webbdagarna#webbdagarna#remarketing 2003 EU e-privacy directive that requires web sites to get the consent of users before using tracking technologies such as cookies.
- 43. Re-marketing + Big Data = Pre-Marketing
- 45. SOURCES • Samantha Nobel, Koozai, Reach, follow, convert with remarketing, Biddable World 2014 • Chris Thomas, Resio, Retargeting: the new behavioral ads, 2011 • Ric Drago, Dragon Search, Who Created AIDA?, Integrated Digital Marketing, 2011 • Social Media Examiner, 4 ways Facebook Remarketing Will Improve your ROI, 2014 • Criteo • IKEA