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Full Funnel Strategies

Daan Suijlen - Agency Development Manager

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● 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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Ziet dit er bekend uit?

We don’t go online. We live online.

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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?

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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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Vind je dit leuk?

INTERNAL: Google Confidential and Proprietary

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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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Thank you! daansuij@google.com

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