Upload File

intent-based digital marketing · connect more appropriate signals to campaigns, and evaluate based...

  • Home
  • Documents
  • INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to
18
1 INTENT-BASED DIGITAL MARKETING October 20, 2015

Upload: others

Post on 07-Jul-2020

2 views

Category:

Documents


2 download

Report

TRANSCRIPT

Page 1: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

1

INTENT-BASED DIGITAL MARKETING October 20, 2015

Page 2: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

grow your audience. grow your revenue.

Page 3: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

3

THE CHALLENGE FOR BRANDS IS TO BE VISIBLE IN THE MOMENTS WHENEVER THEIR TARGET CONSUMERS CHOOSE TO SEARCH DURING THEIR DIGITAL JOURNEY

Page 4: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

4 LIFE IS LIVED IN MONENTS

Page 5: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

5 VAINASH KAUSHIK: SEE-THINK-DO INTENT-BASED FRAMEWORK

Page 6: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

6

Framework to increase brand awareness online and capture past, current and MORE new customers SEE-THINK-DO INTENT FRAMEWORK

DO

THINK

BEN IS A BUSINESS EXECUTIVE THAT LOVES

TO GOLF

He searches “best golf courses”

SEE BEN WANTS A GOLF VACATION

He searches “golf resorts in Canada”

Affluent audience who is interesting in

travelling

Largest

Addressable

Audience

Actively

Interested

BEN FINDS

FOUR SEASONS

WHISTLER

Decision-

Focused

Most Enterprise Brands utilize digital channels to target lower funnel activity only

50% of all

Internet

Searches

30% of

all Searches

20% of all

searches

Page 7: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

7

Whether Mobile or Desktop: SEE, THINK, DO STRATEGICALLY LEVERAGE MARKETING

Book room

KEYWORDS

MESSAGE

CONTENT

KPI

Best golf resorts Whistler Golf Resorts

Top Whistler Golf Resorts 18-hole Jack Nicklaus Golf Course.

Premium Golf Packages. Online Gallery. FourSeasons.com/Whistler

Book Four Seasons Whistler

Four Seasons Whistler Four Seasons Whistler Resort Offers

Luxury Golf & Spa Packages. Book Now FourSeasons.com/Whistler

Build list for remarketing

Engagement

THINK DO SEE

Worlds Best Golf Resorts Explore some of the worlds best golf

experiences with Four Seasons. FourSeasons.com/Golf

Page 8: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

8

Ensure each medium and funnel stage has appropriate assets and KPI’s GOVERNANCE ACROSS MOBILE AND DESKTOP MEDIA

PPC

KPI CONTENT MESSAGE

SEO

SOCIAL

VIDEO

SEE THINK DO

Page 9: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

9

Build a larger audience, and move them through the buyer journey INTENT-BASED DIGITAL MARKETING FRAMEWORK

CREATING PERSONAS OR SEGMENTING LIFE EVENTS

MEET BEN Ben is a business executive that loves to golf How do we target Ben earlier in the funnel?

Page 10: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

10

CROSS CHANNEL BEHAVIOR MAKES INTENT MARKETING CRITICAL

Page 11: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

11 USER JOURNEY LANDSCAPE CROSSING DEVICE, MEDIUM AND PHYSICAL/DIGITAL

ONE-THIRD OF ALL SEARCHES ARE MOBILE

Page 12: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

12

All Brands see similar trends, big growth in visits but mobile still only contributes small % bookings

69% 62%

86% 85%

20% 27%

4% 6% 11% 11% 10% 9%

2014 2015 2014 2015

% TOTAL VISITS % TOTAL BOOKINGS

Tablet

Mobile

Desktop

HOW DOES YOUR MOBILE VS DESKTOP VISITS AND BOOKINGS COMPARE?

ACRONYM HOTEL PORTFOLIO AVERAGE BRAND LEVEL STATS

Page 13: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

13 13

Consistently large dip for all Brands on both booking and avail check vs the mobile visits CONVERSION RATE TRENDS BETWEEN DESKTOP / MOBILE

3.3

8%

1.0

%

0.7

0%

0.2

%

AVERAGE OF AVAIL CHECK CONVERSION

AVERAGE OF CONVERSION RATE

Desktop Mobile

AVERAGE CONVERSION TRENDS FOR ACRONYM HOTEL PORTFOLIO

BRAND LEVEL STATS

Page 14: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

14 PAID MEDIA STRATEGY Focus on intent-based advertising platforms

$ SOCIAL ADVERTISING

AUDIENCE TARGETING

VIDEO ADVERTISING

NATIVE ADVERTISING

PROGRAMMATIC

MOBILE DISPLAY

MOBILE SEARCH

META SEARCH

PAID SEARCH

REMARKETING

SEARCH RETARGETING

SEE

Brand Awareness

Consideration

Decision

THINK

DO

Page 15: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

15

Connect more appropriate signals to campaigns, and evaluate based on category CONNECTING THE DOTS REQUIRES SEE / THINK / DO METHODOLOGY

SEE THINK DO

KPI Value KPI Value KPI Value

Over 3 Page Views

2 Promo View 1 Check Avail 1

2 min + on site 3 Call 2 Booking 3

MEDIA METRICS CONVERSIONS

Campaign Clicks Cost SEE THINK DO

Hotel 1 Desktop PPC

15,000 $12,750 3,300 1,050 600

Hotel 2 Mobile Display

7,000 $10,000 12,000 2,400 200

CONVERSION MODEL EXAMPLE MEASUREMENT

Page 16: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

16

Google encouraging customers to leverage new metrics around cross device and location based user tracking VENDORS INTRODUCING MORE CALCULATED CONVERSIONS

• Huge focus for digital vendors and technology to leverage mobile location based targeting insights

• Big focus for Google to get clients to leverage new metrics around cross device and location based user tracking

• This data can be used to identify direction trends and more tangible value to Mobile traffic

MULTI-SCREEN CONVERSION CORRELATION

REAL WORLD LOCATION BASED VISIT

Page 17: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

17

Few core thoughts WHAT TO REMEMBER

• While Mobile trends can be challenging, it is critical to not ignore the channel and lose out on its point in user journey EMBRACE MOBILE

• Tying your hotel marketing campaigns assets and KPI’s around user journey will better enable you to track true success of campaigns FOCUS ON INTENT

• Use a mix of additional KPI’s already available to you through analytics or new ones through attribution tools to track success

UTILIZE NEW METRICS

Page 18: INTENT-BASED DIGITAL MARKETING · Connect more appropriate signals to campaigns, and evaluate based on category ... 7,000 $10,000 12,000 2,400 200 ... • Big focus for Google to

THANK YOU


Catalyst - Union of Concerned Scientists · solar array and consumed . 2,400. kWh from our electric utility. This energy powered our house and driving about . 12,000. miles in our

12,000 Years Old

Lecture #1 Paleolithic 12,000-30,000 years ago Neolithic 12,000-5,000 years ago

Results of the 2016 Economics and Law Office Management Survey · The Florida Bar had grown to include 7,000 members. Ten years later, the Bar's membership had increased to 12,000

2,800 3,200 & & +0 lax ObRãÅt& U -C ... - city.mizuho.lg.jp · ßJ 27,700 A ßJ 39,000 ßJ 63,000 A 31 3 ßJ 18,700 ßJ 20,000 A ßJ 6,900 5,800 ßJ 12,000 3,000 6,000 ßJ 7,000

1Q’14 Resultsinvestor.turkishairlines.com/documents/ThyInvestorRelations/downlo… · 3 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 11,000 12,000 90 100 110 120

Epic Value €12,000

Office 8,500 sf Garage 2,400 sf

PET NAIL GRINDER - Microsoft...PET NAIL GRINDER • Lightweight and powerful • Safe and efficient • 2 Speeds (7,000/12,000 RPM) for filing nails efficiently and safely • Rotating

Cape Fear RPO · 2016. 5. 20. · Cape Fear RPO FY 2015-16 PWP 1 DRAFT 4/26/2016 I. DATA COLLECTION AND ASSESSMENT I-1 DATA COLLECTION AND ASSESSMENT $ 2,400 $ 9,600 $ 12,000 $ 12,000

InVita D3 2,400 IU/ml oral drops, solution (colecalciferol ... · InVita D3 2,400 IU/ml oral drops, solution (colecalciferol) UK Licence No: ... 2,400 IU/ml oral drops, solution (colecalciferol)

Mburg fall 2015 2 of 4 - Millersburg Glass Association · $7,750 up to $20,000. The more rare marigolds show only $7,000 to $12,000 in achieved prices, but far fewer of them have

7,000 MILES

VOSSEN : CV SeriesVOSSEN PRO SHOP & DEALER ONLY MENU Optional Liquid Bake Paint Colors ￥7,000 Optional Candy Color ￥12,000 Price per a wheel Optional Powder Coat Colors ￥12,000

2020 CAPTURED TOTALSaransascad.org/data/_uploaded/file/taxinfo/2020 AFTER... · 2020-05-19 · DV2 1000 DV4 1 0 12,000 12,000 DVHS 5 0 522,406 522,406 EX 1 0 7,000 7,000 EX-XG 1 0

Rockingham County 2009 Executive Committee Proposal Budget.pdf · Rockingham County 2009 Executive Committee ... 53700 Law Books/Publications 12,000 12,000 12,779 106% 12,000

SeneScenes - Senegence · Julie Conti $12,000+ Rhonda Renkert Tracey Scells $10,000+ Marie Meares $8,000+ Jacqui Burns Jo-Anne McAullay Melissa Bexon $7,000+ Denise Sutherland Liza

7,000-12,000 Cushman-Pneumatic EPA Tier 3.pdf

MidCurrent - Amazon S3 · MidCurrent delivers more than 7 million pages views every year to discrimating and dedicated fly anglers. With 7,000-12,000 daily readers and more than 1

Barbara Blogger - Media Kit · Twitter Product Reviews5,000+ Followers Facebook 7,000+ Followers Instagram 12,000+ Followers Pinterest 10,000+ Followers Sponsored Blog Posts - original

1 50 100 The Big Bill $10,000 Guaranteed · 18 1,000 4,000 8,000 19 1,000 5,000 10,000 20 2,000 6,000 12,000 21 2,000 7,000 14,000 22 2,000 8,000 16,000 23 3,000 10,000 20,000 24

 · 01 v 02P 030 04K 06 J IOE xoo £7,' ¥12,000 ¥12,000 ¥12,000 ¥12,000 ¥14,000 ¥6,000 ¥14,000 ¥12,000 ¥12,000 ELS-02X, ELS-02C • 2021 Ç'f

This Lake Alive! · This Lake Alive! 81 NATIVE AMERICANS People have lived in this region for 12,000 years. THE PALEOLITHIC PERIOD 10,000 B.C.–7,000 B.C. About 12,000 years ago,

Nutrient€¦  · Web view10,000 IU/day (plant-derived) for adult males. 8,000 for adult females - 12,000 if lactating. 4,000 for children ages 1-3 5,000 for children ages 4-6 7,000

exatec1.itesm.mx · $ 4,000 $ 7,000 $12,000 $12,000 $12,000 $ 7,000 $ 7,000 $ 4,000 $ 4,000 $ 4,000 $ 3,000 $ 2,000 $ 3,000 $ 5,000 $ 5,000 $ 5,000 $ 3,000 $ 3,000 $ 2,000

CamScanner 05-11-2020 18.28€¦ · Manager's salary 16,000 40,000 32,000 20,000 14,000 18,800 42,400 12,000 6,400 12,400 33,600 28,900 2,400 24,000 48,000 500 24,800 48,000 The manager's

GOVERNOR'S ENERGY SUMMIT€¦ · 10/4/2020  · MMCF Sponsor. $32,000 $22,000. $12,000 $7,000. $3,250 $1,200. ... 10 6. 4 2. Seats for the invitation only dinner. 2. 1. Copy of Summit

1:12,000 - city.echizen.lg.jp

REC Mechanism in India · 2020-02-06 · Forbearance Price (Rs./MWh) 17,000 13,400 5,800 2,400 Floor Price (Rs./MWh) 12,000 9,300 3,500 1,000 As per Hon’bleSupreme Court order dated

HAZEMAG Push Feeder | HPFHPF 2470 2,400 x 7,000 1,800 1,800 110 16,000 *depends on stroke and stroke frequency – may be largely adapted to the respective requirements. Title 170303_hazemag_hpf_en.indd

VOSSEN : HF SeriesVOSSEN PRO SHOP & DEALER ONLY MENU Optional Liquid Bake Paint Colors ￥7,000 Optional Candy Color ￥12,000 Price per a wheel Optional Powder Coat Colors ￥12,000

Sikh National College QadianProspectus 2020-21 General fee Structure of the Courses g: 2ND SEM. 7,200 7,000 7,700 7,000 9,400 7,000 7,900 6,200 7,200 7,700 12,000 6,100 7,100

Altimetry System Error (ASE) Workshop...most susceptible to CAT is the high troposphere at altitudes of around 7,000– 12,000 meters (23,000– 39,000 ft.) as it meets the tropopause

Transforming your Datacenter with Nimble Storage … your Datacenter with Nimble Storage Arne Polman [email protected] ... 2,400 GB 640 GB / 2,400 GB 1,200 GB / 2,400 GB 640 GB

STRATEGIC OVERVIEW Mission Statementbudget.mof.govmu.org/budget2020-21/V_01_002020_21all.pdf · 20100 Annual Allowance 54,962 54,962 54,962 54,962 (1) Speaker 1 1 2,400 2,400 2,400