INTENT-BASED DIGITAL MARKETING. October 20, 2015

Transcription

1 INTENT-BASED DIGITAL MARKETING October 20,

2 grow your audience. grow your revenue.

3 3 THE CHALLENGE FOR BRANDS IS TO BE VISIBLE IN THE MOMENTS WHENEVER THEIR TARGET CONSUMERS CHOOSE TO SEARCH DURING THEIR DIGITAL JOURNEY

4 LIFE IS LIVED IN MONENTS 4

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

6 SEE-THINK-DO INTENT FRAMEWORK Framework to increase brand awareness online and capture past, current and MORE new customers 6 BEN IS A BUSINESS EXECUTIVE THAT LOVES TO GOLF He searches best golf courses 50% of all Internet Searches 30% of all Searches BEN WANTS A GOLF VACATION He searches golf resorts in Canada Affluent audience who is interesting in travelling SEE Largest Addressable Audience THINK Actively Interested Most Enterprise Brands utilize digital channels to target lower funnel activity only BEN FINDS FOUR SEASONS WHISTLER 20% of all searches DO Decision- Focused

7 STRATEGICALLY LEVERAGE MARKETING Whether Mobile or Desktop: SEE, THINK, DO 7 SEE THINK DO KEYWORDS Best golf resorts Whistler Golf Resorts Book Four Seasons Whistler MESSAGE Worlds Best Golf Resorts Explore some of the worlds best golf experiences with Four Seasons. FourSeasons.com/Golf Top Whistler Golf Resorts 18-hole Jack Nicklaus Golf Course. Premium Golf Packages. Online Gallery. FourSeasons.com/Whistler Four Seasons Whistler Four Seasons Whistler Resort Offers Luxury Golf & Spa Packages. Book Now FourSeasons.com/Whistler CONTENT KPI Engagement Build list for remarketing Book room

8 GOVERNANCE ACROSS MOBILE AND DESKTOP MEDIA Ensure each medium and funnel stage has appropriate assets and KPI s 8 SEE THINK DO PPC SEO SOCIAL VIDEO MESSAGE CONTENT KPI

9 INTENT-BASED DIGITAL MARKETING FRAMEWORK Build a larger audience, and move them through the buyer journey 9 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?

10 10 CROSS CHANNEL BEHAVIOR MAKES INTENT MARKETING CRITICAL

11 USER JOURNEY LANDSCAPE CROSSING DEVICE, MEDIUM AND PHYSICAL/DIGITAL 11 ONE-THIRD OF ALL SEARCHES ARE MOBILE

12 HOW DOES YOUR MOBILE VS DESKTOP VISITS AND BOOKINGS COMPARE? All Brands see similar trends, big growth in visits but mobile still only contributes small % bookings 12 ACRONYM HOTEL PORTFOLIO AVERAGE BRAND LEVEL STATS Tablet Mobile Desktop 11% 11% 10% 9% 4% 6% 20% 27% 69% 62% 86% 85% % TOTAL VISITS % TOTAL BOOKINGS

13 0.2% 0.70% 1.0% 3.38% CONVERSION RATE TRENDS BETWEEN DESKTOP / MOBILE Consistently large dip for all Brands on both booking and avail check vs the mobile visits 13 AVERAGE CONVERSION TRENDS FOR ACRONYM HOTEL PORTFOLIO BRAND LEVEL STATS AVERAGE OF AVAIL CHECK CONVERSION AVERAGE OF CONVERSION RATE Desktop Mobile

14 PAID MEDIA STRATEGY Focus on intent-based advertising platforms 14 SOCIAL ADVERTISING AUDIENCE TARGETING VIDEO ADVERTISING NATIVE ADVERTISING PROGRAMMATIC MOBILE DISPLAY MOBILE SEARCH META SEARCH PAID SEARCH REMARKETING SEARCH RETARGETING $ SEE THINK DO Brand Awareness Consideration Decision

15 CONNECTING THE DOTS REQUIRES SEE / THINK / DO METHODOLOGY Connect more appropriate signals to campaigns, and evaluate based on category 15 CONVERSION MODEL EXAMPLE MEASUREMENT SEE THINK DO MEDIA METRICS CONVERSIONS KPI Value KPI Value KPI Value Campaign Clicks Cost SEE THINK DO Over 3 Page Views 2 Promo View 1 Check Avail 1 Hotel 1 Desktop PPC 15,000 $12,750 3,300 1, min + on site 3 Call 2 Booking 3 Hotel 2 Mobile Display 7,000 $10,000 12,000 2,

16 VENDORS INTRODUCING MORE CALCULATED CONVERSIONS Google encouraging customers to leverage new metrics around cross device and location based user tracking 16 MULTI-SCREEN CONVERSION CORRELATION REAL WORLD LOCATION BASED VISIT 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

17 WHAT TO REMEMBER Few core thoughts 17 EMBRACE MOBILE While Mobile trends can be challenging, it is critical to not ignore the channel and lose out on its point in user journey FOCUS ON INTENT Tying your hotel marketing campaigns assets and KPI s around user journey will better enable you to track true success of campaigns UTILIZE NEW METRICS Use a mix of additional KPI s already available to you through analytics or new ones through attribution tools to track success

18 THANK YOU