Digital s web advertising conversion funnel Getting to grips with conversion models. Digital Training Academy. Building stronger digital teams
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1 Digital s web advertising conversion funnel Getting to grips with conversion models We use this model to explain the relationship between online advertising, traffic and sales. The advertising process in digital channels mirrors what marketers know from classic channels, and by unpacking the advertising effect into a funnel that describes the steps from ad attention, through advertising persuasion to sales results, marketers can better see the role advertising and the web plays in generating increased business. These handouts recap the principles and suggest a simple way any marketer can start to asses the impact of a campaign strategy. Danny Meadows-Klue: Danny@DigitalStrategyConsulting.com (0)
2 Digital s web advertising conversion funnel Summary notes from Digital Media Planning Academy Digital Falling Training in Academy Love Digital 2007 Strategy Digital Strategy Consulting Consulting & & Partners. All All rights reserved.
3 Digital s s web advertising conversion funnel About these notes We use this model to explain the relationship between online advertising, traffic and sales. The advertising process in digital channels mirrors what marketers know from classic channels, and by unpacking the advertising effect into a funnel that describes the steps from ad attention, through advertising persuasion to sales results, marketers can better see the role advertising and the web plays in generating increased business. These notes are the handout material that accompany a lesson at the Digital Training Academy. We developed Digital s Web Advertising Conversion Funnel several years ago to help marketers understand the role of click-throughs, their own website and how advertising can help boost business results. Many brands still see their own websites as being the place to create brand impact and change brand perceptions, but we would argue that it s often smarter to fish where the fish are and take the message to the audiences inside online media sites. Try loading in some example numbers into the spreadsheet and then try the short review exercise at the end of these notes. How to get in touch Mail me more of your questions Danny Meadows-Klue CEO, CEO, Digital Strategy Consulting Previously Co-founder IAB: UK, Europe, many more Vice-president: NBC s European web services Publisher: UK s first online newspaper Helped coach or train 7000 companies Trainer Commentator Strategist Coach Danny@DigitalStrategyConsulting.com +44 (0) Building stronger digital teams
4 Digital s s web advertising conversion funnel Helping to unlock the steps in advertising Building stronger digital teams This technique: Breaks down the steps in the advertising process Encourages marketers to consider the role of each element in their communications Makes marketing teams rethink the role of their websites in the process of brand building Can be a base for modelling the brand effect, calculating audience volumes and predicting the effectiveness of a campaign
5 Digital s s web advertising conversion funnel Audiences Reach of the message Branding effects Awareness, Recall, Image, Persuasion among audiences Response Clicks, leads and activation from your audiences Advertising Image & ad persuasion Advertising communication exposure (actual) Attentiveness Media vehicle: (recall of your campaign) potential exposure Media for distribution Advertising response (clicks, data & mouseovers) Sales response (leads & sales) Source:
6 Digital s s web advertising conversion funnel Step Conversion rate Actual volume Sales response (leads & sales) Advertising response (clicks, data & mouse-overs) Advertising persuasion Image & ad communication Attentiveness (recall of your campaign)?? Advertising exposure (actual) Media vehicle: potential exposure Media for distribution Source:
7 Digital s s web advertising conversion funnel Applying the funnel Boost your media planning by: Modelling brand attentiveness Planning your expectations of brand uplift Making reasonable estimates of brand activation Using existing conversion data to model the sales response An exercise to consider: When the calculations are complete, consider whether brand campaigns should involve bringing customers to the brand website, or simply deliver the message and the exposure within the media owner website, using the model of conventional advertising? Some marketers prefer to fish where the fish are rather than drawing traffic to their own sites
8 Reflection What could this mean for your next online media plan?
9 What to do next Get further downloads Course handouts and accompanying study materials: 1. Discussion / comment You can post your questions in the online classroom 2. Reports on Blended marketing and Digital Media Planning Download these reports that accompany the talk 3. Fortnightly digital marketing news service Sign up so you can learn more about online marketing
10 Digital s web advertising conversion funnel Summary notes from Digital Media Planning Academy Digital Falling Training in Academy Love Digital 2007 Strategy Digital Strategy Consulting Consulting & & Partners. All All rights reserved.
11 Digital s web advertising conversion funnel Getting to grips with conversion models We use this model to explain the relationship between online advertising, traffic and sales. The advertising process in digital channels mirrors what marketers know from classic channels, and by unpacking the advertising effect into a funnel that describes the steps from ad attention, through advertising persuasion to sales results, marketers can better see the role advertising and the web plays in generating increased business. These handouts recap the principles and suggest a simple way any marketer can start to asses the impact of a campaign strategy. Danny Meadows-Klue: Danny@DigitalStrategyConsulting.com (0)
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