Post on 16-Apr-2017
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Confidential & ProprietaryConfidential & Proprietary
Full Funnel Strategies
Daan Suijlen - Agency Development Manager
Confidential & Proprietary
Confidential & Proprietary
● Preconceptions “zo doen we dat”
● Thought Patterns “al jaren zo”
● Risk Averse
● Out of Comfort Zone
● Start to Think (again)!
Get uncomfortably excited!
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Media gebruik1990
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Google Confidential and Proprietary Google Confidential and Proprietary
Ziet dit er bekend uit?
We don’t go online. We live online.
Confidential & ProprietaryINTERNAL: Google Confidential and Proprietary
The Evolution of (digital) Marketing
‘Performance Thinkers’ ‘Brand Thinkers’
Full Funnel Strategies
Full Value ExpertsCross channel/screenFull consumer journey
StorytellersCross channel/screenBeyond demographics
Last Click ExpertsPure SEM
Offline BrandBuilders
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People Paced:tailored “buy now”messaging
Media Paced:One size fits all messaging & timing
Reach
CPA
Mismatch Upper & Lower Funnel
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How do I google Something?
How do I Google something?
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Waar is je doelgroep naar op zoek?
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Waar is je doelgroep naar op zoek?
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Waar is je doelgroep naar op zoek?
Confidential & Proprietary
Koop Nu! Goedkope online propositie
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People Paced:tailored “buy now”messaging
Media Paced:One size fits all messaging & timing
Reach
CPA
Mismatch Upper & Lower Funnel
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Branding / marketing experts
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Doelgroep man 25 - 35
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Consumenten leven in de echte wereld
Haarstijlen
Rimpels
Make-up
Most branding strategies
Interest over time
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Branding
&Perform
an
ce?
Full Funnel Advertis
ing
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PUSH -> PULL -> Permission Based
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Voorbeeld: Permission based marketing
Kopen kopen kopen!
Nee
Ja!
Ga je binnen 6 maanden een huis
kopen?
Dit is hoe we kunnen helpen!
Nee
Dan vind je dit leuk? Of stop
Dan vind je dit wel interessant?
Ja! Top dingen waar je rekening mee moet
houden!
NeeDan vind je dit wel interessant?
Ja!
Koude lead
Warme lead
Hot lead
Performance Marketing
No
Permission based marketing
Yes
And you may also
like..
And you may also
like..
Yes
Are you interested
in this?
Frequency cap X
Yes
Yes
Frequency cap X
Frequency cap X
No
No
Then you may also
like..
Then you may also
like..
Are you interested
in this?
Yes
No
Yes
And you may also
like..
And you may also
like..
Yes
Are you interested
in this?
Frequency cap X
Yes
Yes
Frequency cap X
Frequency cap X
No
No
Then you may also
like..
Then you may also
like..
Are you interested
in this?
Yes
Branding Campaign 1 Branding Campaign 2
UNAWARE
AWARE
CONSIDER
BUY
ENJOY
THE BROW CONSUMER JOURNEY
Online Video Rich Banners
Maybelline brow portal
Conversion banner
YoutubeTutorial
SEO+SEA
Click to buy
Click to buy
Wehkamp buy portal
Maybelline product page
Click to buy
SEO+SEA SEO+SEA
Click
Click
Click
Re-target
Re-target
Re-target
1
2
34
6
5
7
Maybelline offers brow
products
Maybelline offers
information about brow
shaping
Maybelline advices you about your
brow solution
Maybelline offers you your brow
product at a discount
Maybelline helps you to perfectly use
brow products
You can order
Maybelline at Wehkamp
If you like the product you can leave a
review
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Confidential & ProprietaryConfidential & Proprietary
Thank you! daansuij@google.com
Confidential & ProprietaryConfidential & Proprietary