the power of digital: winning loyalty, gaining trust
TRANSCRIPT
![Page 1: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/1.jpg)
The power of digital: winning loyalty, gaining trustMike Teasdale, Planning Director
![Page 2: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/2.jpg)
Harvest by numbers
1440
£13+
7th4th
3rd
Years old
Digital specialists
Million billings
Ranked media agency by
billings
Ranked elite media agency
category
Ranked by client
satisfaction
Drum Digital Survey 2015
![Page 3: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/3.jpg)
Accreditations and partnerships
• Google Partner
• Bing Ads Accredited Professional
• Google Analytics Certified Partner
• Google Tag Manager Certified Partner
• Marin Certified Specialist
• Adobe Solutions Partner
![Page 4: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/4.jpg)
Digital = complicated
![Page 5: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/5.jpg)
• 1 keyword • x 4 match types • x 3 creative variants• x 4 ad rotation options• x 6 site links• x 4 core ad extensions • x 6 bidding strategies• x 2 delivery options
Imagine The Simplest Possible PPC Campaign
![Page 6: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/6.jpg)
1 keyword = 13,824 optionsAnd that’s not all…+ max bid + negative keywords + landing page + day-parting + budget allocation
Imagine The Simplest Possible PPC Campaign
![Page 7: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/7.jpg)
TrustRelevance
Efficiency
What does success look like?
![Page 8: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/8.jpg)
“How nice of them to think of me.”
Drayton Bird
![Page 9: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/9.jpg)
The user journey is at the heart of all we do
![Page 10: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/10.jpg)
User experience is a thread across all digital marketing
Search results page
Landing page RemarketingWeb
journey
Conventional UX
Harvest holistic UX
![Page 11: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/11.jpg)
…and successful marketing is all about the user experience
Search results page
Landing page
Website
Remarketing
Are your most relevant pages prominent?Is the title and page description accurate?
Google tests for page usability as part of the quality score calculation
On-site customer journeys need to be clearly signposted and relevant
Display can be used alongside email to deliver highly relevant messages to customers and prospects
Holistic UX means
focusing on the entire customer
journey, on and off your
website
![Page 12: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/12.jpg)
• “You can improve your landing page experience by:
– providing relevant, useful and original content,– promoting transparency and fostering trustworthiness on your site (for example,
by explaining your products or services before asking visitors to fill in forms sharing their own information),
– making it easy for customers to navigate your site (including on mobile sites), and– encouraging customers to spend time on your site (for example, by making sure
that your page loads quickly so people who click your ad don’t give up and leave your site prematurely).”
Google’s guidance for landing pages is basically UX best practise
Source: https://support.google.com/adwords/answer/2404197?hl=en-GB
![Page 13: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/13.jpg)
Usability is not an optional extra
![Page 14: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/14.jpg)
Relevance means…
Right message, right person, right channel, right device, right time
![Page 15: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/15.jpg)
Start with the message, not the medium
![Page 16: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/16.jpg)
Awareness Preference
Could never buy
Consideration
1. EXCLUDEEliminate people who could never buy from our paid advertising – i.e. too young, fraudulent behaviour, wrong location, poor credit, previously rejected
2. ENGAGEUse a common targeting and remarketing platform across all channels to eliminate bidding conflicts.
Continually test and learn using lean principles.
3. EXPLOITClear customer journeys from search to landing page to purchase, dominate brand search on PPC and SEO, defend search landscape from competitor bidding. Track incremental benefits
Match the message to customer segments
![Page 17: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/17.jpg)
• James had a pension with a previous job, but since he left he hasn’t really thought about his pension planning.
• By interacting with a banner he realises that his pension pot is too small and he is falling behind most people.
• He then clicks on one of our follow up messages to arrange a free audit.
Create a narrative arc that will engage the customer
James SimpsonTravel Manager
![Page 18: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/18.jpg)
Remarketing example - prospecting
![Page 19: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/19.jpg)
Pensions example - prospecting
![Page 20: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/20.jpg)
Remarketing
![Page 21: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/21.jpg)
Remarketing
![Page 22: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/22.jpg)
Banner interactions delivers some useful segmentation
Age
Size of pension pot
Interest in retirement planning
My pension pot is above average, OR
My pension pot is below average
![Page 23: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/23.jpg)
PPC generics
Video remarketing
Site specific
Lookalikemodelling
Categories & keywords
Search remarketing
Website remarketing
Behavioural analytics
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE /CONVERSION
Nativeadvertising
Where channels drop across the customer journey
Drive engagement Drive site visits Drive conversions
Paid social
PPC brand
PPC competitors
Content amplification
![Page 24: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/24.jpg)
Remarketing starts with capturing ALL customer interactions
Visits to your websiteInteraction on social mediaEngagement with advertising
Non-bounce visits
Video views
Banner interactions
Interest in specific categories
Browse not bought
Likes, favourites
Retweets, shares
Follows, fans
Forwarded links by email
Native advertising views
![Page 25: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/25.jpg)
Remarketing does not have to mean display
Remarketing can now happen almost everywhere – not just on display.
Driving value from remarketing is highly complex, involving:
• Bidding strategy (what is this impression worth to us)
• Frequency
• Timing
• Context (which channel will have most impact)
• Messaging
Google search
(RLSA)
Video pre-roll
Facebook Exchange
Twitter remarketing
Displayadvertising
Google Display Network
![Page 26: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/26.jpg)
Stay relevant, keep testing
![Page 27: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/27.jpg)
Ideas
CodeData
Build
Measure
Learn Create faster
Cross-functional teamsIncremental deploymentContinuous optimisation
Publisher partnershipsHTML5 template bannersJavaScript-powered MVT
A/B testingSmoke test
Learn faster
Use PPC to test messagingTest content via content amplificationLanding page testsCustomer interviewsPersonasCompetitor behaviourFusion tablesGoogle CorrelatePredictive analysis
Measure faster
Metrics tied to business goals Social listening dataSearch trends dataAPI-powered dashboardsReal-time alertsContainer tag deployment
Event-level trackingTest against PPC traffic
Heat map analysisFunnel analysisCohort analysis
Minimise total timethrough the loop
Super-fast optimisation
![Page 28: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/28.jpg)
Compare apples with apples
Funnel position Category Media Segment
Consideration Search remarketing Google RLSA Browse not bought
Consideration Search remarketing Google RLSA Generic search
Consideration Search remarketing Bing Remarketing Generic terms
Consideration Search remarketing Captify Brand terms
Consideration Search remarketing Captify Generic terms
Consideration Search remarketing Magnetic Generic terms
![Page 29: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/29.jpg)
• What does success look like?• Examine and improve landing page experiences• Make sure your remarketing is relevant to the target audience• Integrate all channels – Remarketing doesn’t just stop at display• Keep testing!
In Summary
![Page 30: The Power of Digital: Winning Loyalty, Gaining Trust](https://reader034.vdocument.in/reader034/viewer/2022042906/589ede8b1a28ab39498b65f7/html5/thumbnails/30.jpg)
Thank youFor more information please contact Harvest on0207 479 7500 or email [email protected]