marketing ppt

BCOBM222 Marketing in Action Unit 6: Communication Strategies

Ryan Bytenski (MBA)

BCom., BCom Honors (Cum Laude)., PGDip., M.B.A.

euruni.edu

Development of Media Plan

Media Planning

• Media planning is the process of determining how, when, and where your ads are shown to a

targeted audience.

• Knowing the “WHY” behind your media plan will help you maximize your ad campaign’s reach.

• A media plan guides the media planning process. Think of it as a blueprint for your campaign

efforts.

Your Media Plan Should Include:

• Objectives.

• Target Audience.

• Selection of Media Channels.

• Resource Allocation.

• Scheduling Strategy for Each Chosen Media Vehicle.

Types of Media Channels

Three Fundamental Types of Media Plans:

1. Paid Media: Is ad content placed within marketing channels owned by external media entities.

2. Owned Media: Is the placement of ad content within channels the advertiser wholly owns.

3. Earned Media: Is the accumulation of organic brand mentions without paid promotion.

Media Channels:

• Offline Media Channels: Include TV, radio, newspapers, magazines, and out-of-home advertising

(such as billboards and wayfinding)

• Online Media Channels: Include social media, online video, and digital advertising (such as

display and native ads)

Types of Media Channels

Integrated Marketing Communications System

The Communications Process:

• The Sender: Or the party trying to communicate a message to another party.

• Encoding: The form through which the message is conveyed, for example, an illustration or words.

• Message: The set of encodings the sender is communicating.

• Media: The communication channel the sender uses to convey its message to the receiver.

• Decoding: The process through which the receiver interprets the encoded message. For example,

a consumer watching a TV ad interprets the words and the video.

• Receiver: The person receiving the message sent by the sender.

• Response: How the receiver reacts to the message after exposure.

• Feedback: Is when a part of the receiver's response gets communicated to the sender.

• Noise: The distractions that may occur during the communications process. These can distort the

message.

Integrated Marketing Communications System

The 6 steps to effective marketing communications:

1. Identify the Target Audience:

• Choose which markets and customers to target with the message.

2. Determine the Communication Objectives:

• What is the desired response? Frequently, this might be a purchase.

3. Design the Message:

• The message should ideally grab the audience's attention and lead to action (e.g. a purchase).

• To do this, the marketer needs to pay special attention to the message content, structure, and format.

Integrated Marketing Communications System

4. Choose a Communications Channel and Medium:

• These may include personal communications channels (e.g. face-to-face or e-mail - but can often

also come through word-of-mouth or opinion leaders, such as influencers) or non-personal

communications channels (e.g. print or broadcast media).

5. Choose the Message Source:

• Marketers should choose sources that the receiver will view as credible and persuasive.

• For example, receivers can often consider promotion through doctors or celebrities a compelling source.

6. Collect Feedback:

• Marketers should collect feedback to see whether the communications plan was successful or not.

• Feedback results in practical insight that marketers can use for future communications efforts.

euruni.edu

Promotion Mix Strategy

Video: https://www.youtube.com/watch?v=XI2qK1UASxI

Promotion Mix

Definition: The full set of strategies that combine to make up the promotion mix include advertising,

sales promotion, personal selling, public relations, direct marketing, and Internet/digital marketing.

Promotion Mix

• Advertising: A paid form of promotion aiming to sell an organisation's product or service.

• For example, a TV commercial or a billboard.

• Personal Selling: When the firm's sales team directly contacts customers to increase engagement

and build relationships.

• Digital Marketing: Any form of marketing that takes place online and engages with a specific

group of target customers.

• Public relations (PR): Any efforts made by a company to shape public opinion. PR is used to

create a positive brand image, address unfavourable events or scandals, etc.

• Sales Promotions: Short-term efforts made by a company to encourage a purchase.

1. Advertising Media: Form

• Print Media: Marketing communications in the form of printed publications.

• Broadcast Media: Marketing communications in the form of audio and video content.

• Interactive Media: Comprises marketing communications in the form of text, audio, video,

animation, etc., on digital platforms.

• In-Store Media: Marketing communications using displays and experiences in physical stores.

• Outdoor Media: Marketing communications that take place outdoors, in public spaces, accessible

to everyone

• Other Media Forms: Other forms of advertising media may include product placements, brand

events, exhibitions, etc.

1. Advertising Media: Form

Media Type Advantages Disadvantages

Print Credibility, demographic

selectability High cost, long lead time

Broadcast Mass-market scope, low cost

per exposure Low attention and

engagement

Digital Media Low cost, high engagement

potential, demographic selectability

Audience may avoid viewing the ad, low impact

Outdoor Repeat exposure, low competition, flexibility

Low demographic selectability, targets mass

market

Direct Mail Flexibility, personalisation Audience can avoid/become overwhelmed if frequency is

high

In-store Mass-market scope, short

purchase lead time

Low engagement, only effective for specific product

types

1. Advertising Media: Function

Linear:

• Linear media involves one-way communication.

• For example, a simple text-based billboard, poster, or print media.

• Consumers view this advertisement but do not engage or interact with the brand when they see it.

Interactive:

• Interactive media refers to two-way communication in which multiple parties can exchange

information.

• For example, social media communications that the consumer can immediately respond to.

• In this case, the viewer can react and interact with the product or brand.

1. Advertising Media: Source

Owned Media:

• Any form of media that belongs to the brand/company.

• In other words, the brand does not pay to use this form of media for advertising purposes.

• Example, a brand website or mobile app.

Paid Media:

• Any media the company pays to use and promote its brand/products.

• Paid media includes traditional forms of advertisement like billboards or print ads and interactive advertisements like social media ads.

Earned Media:

• Any media on a third-party channel where the user (the brand) has to adhere to the platform's

guidelines.

• It includes all the communications (online, offline, on socials, etc.) generated about a brand.

2. Personal Selling

Definition: Establishing direct contact with existing and potential customers through a sales team.

• Its aim is not just to engage and convince customers to buy a product/service but also to build

strong relationships with them.

Types of Personal Selling:

• Order Creator: The task of salespeople is to create orders. They give customers information

about products and services and try to create needs for those products/services.

• Order Getter: Companies employ the services of frontline salespeople to bring in new customers.

salesmen’s job is to convince the customers and assist them in making a purchase.

• Order Taker: Involves handling requests and queries. Customers contact the salespeople and

inform them about their needs or problems. The salespeople give them information about the

products/services that could fulfill their needs or solve their problems.

3. Direct Marketing

Definition: Is a promotional approach in marketing that informs customers about a product or service

without any intermediary in the process.

Types of Direct Marketing:

• Direct Mail: The business sends brochures, flyers, etc., through direct mail. It provides an option

for companies to customize their marketing material.

• Social Media Marketing: Big brands allocate enormous budgets for social media marketing

because of their broad reach (Facebook, Instagram, and Twitter).

• Email Marketing: Businesses deliver promotional messages to customers directly to their email

inboxes.

• SMS Marketing: SMS is a type of direct marketing used for promotional purposes. SMS

marketing aims to build brand awareness and convince customers about business offerings.

3. Direct Marketing

Features of Direct Marketing:

• Targeted Messaging: They focus on delivering promotional messages to interested customers.

• Audience Segmentation: Marketers segment the audience based on similar characteristics for

direct marketing.

• No Intermediary: Businesses are in direct contact with customers through multiple channels.

• Customer-Oriented: Brands identify the preferences of customers and provide tailored solutions

to them.

• Track of Performance: The business is directly involved in marketing activities, it can easily keep

track of performance.

3. Direct Marketing

2/3. Direct Marketing vs Personal Selling

Direct Marketing Personal Selling

To sell products/services and to inform customers directly.

To sell products/services and to inform customers through the sales

team.

It is used to sell less complex products/services.

It is used to sell complex products/services.

It has a massive reach. It has a limited reach.

It allows less personalization. It allows more personalization.

It is a more aggressive form of sales technique.

It is not an aggressive form of sales technique.

The focus is on informing the customers about a good offer

The focus is on developing strong customer relationships.

Text messages campaigns and database marketing are examples of

direct marketing.

A salesman selling a product is an example of personal selling.

4. Sales Promotion

Definition:

• “A sales promotion is a temporary

incentive to purchase a product”.

• A sales promotion is when you

concentrate almost all your promotional

efforts on sales campaigns to stimulate

quick and increased product purchases.

• Sales promotions are more of a tactical

approach that may involve providing

short-term incentives.

• Put simply, advertising provides a reason

to buy, and sales promotions provide a

reason to buy now.

4. Sales Promotion: Techniques

• Digital Promotions: Coupons or information about sales the customer receives.

• Samples: Smaller variations of a product that a customer can try for free.

• Coupons: Certificate to a lower price or additional item if the purchase requirements are met.

• Rebates: are a post-purchase option that requires consumers to complete steps to receive cash

back on their purchase.

• Price Pack: When multiple products are bundled together or sold in bulk at a lower cost per unit.

• Advertising Specialties: Branded low-cost items given as gifts to build relationships.

• Point of Purchase (POP): Displays of products, typically in the main walkway of a store, that

have seasonal or categorical relevance.

• Contests: Products can be associated with a contest by being a prize you win, such as a car.

• Event Marketing: Through sponsorships of major events.

5. Public Relations

Public Relations: Involves managing the public image and reputation of a company or brand.

• PR ensures coverage across radios, newspapers, press releases, television, social media, and

magazines to attract secondary exposure (and footfalls/traffic) from additional mentions.

Public Relations Campaigns:

• Media Relations: Develop and maintain relationships with media personnel to enable positive

coverage of the business;

• Press Releases: These are official statements issued to the media to provide information or make

announcements.

• Events: Hosting, sponsoring, or even participating in events, especially those with environmental

and societal impact, can attract media attention and help project a selfless image of the business.

euruni.edu

Multichannel and

Omnichannel Management

Video: https://www.youtube.com/watch?v=5MD0t2mUZMg

Omnichannel Marketing

Definition: Is an integrated marketing communication approach that helps brands with consistent

messaging and strong branding across all marketing channels.

• Brands use multiple channels, such as offline and online channels, to deliver a consistent message

to existing and potential customers.

• Consistent messaging builds the brand's credibility and reinforces the customer's association with

the brand.

• It also helps in providing a seamless customer experience across all marketing channels.

• From the customer's first interaction with the brand to the last, omnichannel marketing provides an

impactful customer experience throughout the sales funnel.

Benefits: Improved data analysis, Better brand visibility, Increased engagement, Improved customer

experience, and Increased revenue.

Disadvantages: Complexity, Cost, and Communication.

Omnichannel Marketing - Strategy

1. Data Collection and Analysis: It enables brands to understand customers' preferences and

provide solutions accordingly.

• Through data, brands can create messages and incorporate marketing channels that work best with their target audience.

2. Map Out Customer Journey: The customer journey offers insights into the different stages of the

sales funnel.

• Highlights the critical factors at various stages of a customer journey - from discovering a particular product to finally buying the product.

3. Select the Proper Marketing Channels: Here they need to select the right marketing channels that

work best for them.

• They can either utilize all the marketing channels or choose some of them.

4. Implement: The goal here is to deliver a consistent message to the customers across the selected

marketing channels at different stages of the customer journey.

5. Evaluate: Evaluating the progress allows them to improve and optimize the process.

Definition: Multichannel marketing refers to the practice of interacting with customers using a

combination of indirect and direct communication

• Channels, such as websites, retail stores, mail order catalogs, direct mail, email, mobile, etc.

Benefits from a multichannel marketing strategy are:

• Increased Brand Awareness: When you’re interacting across multiple platforms, your users

recognize you easier and your brand gains more attention.

• Improved Conversions: Being available via a customer's chosen channel directly aligns your

brand with higher levels of engagement and conversions.

• Higher Revenues: More opportunities to purchase across channels means customers will

purchase more readily, translating into additional transactions, more up-selling and more cross-

selling.

Multichannel Marketing

Benefits from a multichannel marketing strategy are:

• Better Customer Knowledge: Every channel and touch point provides customer insights. Track

how users interact across all your channels and you can learn more about their preferences to

further personalizes the experience.

• Expanded Content Reach: If you invest in quality content but not a proper distribution you aren't

maximizing your return. Spreading your content beyond your website with multiple channels such

as email, social, affiliates, etc. will help increase your authority in the space.

• Elevated Brand Consistency: A multi channel strategy requires your brand messaging to be

consistent across all channels. This exercise will likely cause you to review and improve your

existing brand consistency.

Key Fundamentals:

Marketers must understand their audience, Targeted messaging at key moments, and Automation of

campaigns.

Multichannel Marketing

euruni.edu

Brand Tracking

Video: https://www.youtube.com/watch?v=ZbPUi247wI8

Brand Tracking

Definition:

• “Brand Tracking is the ongoing measurement of

your brand-building efforts against key metrics,

such as brand awareness and perception”.

• “Brand tracking is an ongoing process that

involves monitoring and measuring various

aspects of a brand’s performance, perception,

and presence in the marketplace over time”.

• Trackers help brand owners to understand brand

health and make informed decisions to increase

sales, deliver greater return on marketing

investment, and win market share.

Brand Tracking – How to Track your Brand?

1. Set Objectives and KPIs:

• Clearly state what you want to achieve with brand tracking.

2. Utilize Brand Tracking Methods:

• Tracking a brand involves utilizing various methods and brand tracking tools to collect and analyze

data from different sources.

• Brand Tracking Methods:

• Brand tracking surveys: surveys provide valuable insights into how a brand is perceived by its target audience, how it compares to competitors, and how it is evolving in the minds of consumers.

• Media monitoring: It involves scanning various channels such as news, forums, blogs, podcasts, newsletters, reviews, and social media platforms for mentions and discussions about your brand, products, or services.

Brand Tracking – How to Track your Brand?

• Brand Tracking Methods:

• Online analytics: Tools like Google Analytics provide measurable metrics that can be utilized to evaluate different aspects of brand performance. These metrics include website traffic, engagement, conversion rates, and more.

• Reviews and ratings analysis: Reviews and ratings analysis can be a powerful tool, as it provides direct insights into how customers perceive and experience your brand’s products, services, and overall customer experience.

• Sales data analysis: Understanding which products or services contribute most to your revenue can help you focus your brand’s direction.

3. Collect and Analyze Data:

• Using all these sources gives you a more comprehensive understanding of your brand, from public

perception to user behavior to financial performance.

Brand Tracking – How to Track your Brand?

4. Monitor Continuously:

• Knowing what the public is saying about your brand (media monitoring), how they interact with you

online (analytics), how they feel (surveys), and how these factors influence buying decisions (sales

data) allows for a nuanced, data-driven brand strategy.

The Benefits of Brand Tracking:

• Gives marketers a big-picture view of a brand’s position in the market.

• Provides insights into the competition.

• Segmentation insights for receptive audiences that were previously overlooked.

• Reputation building among customers and potential employees.

• Identify pain points for customers.

euruni.edu

Sales Promotion Plan

Video: https://www.youtube.com/watch?v=96v8vjhL4Ok

Sales Promotion Plan

Definition: A temporary campaign or offer to increase interest or demand in its product or service.

Types of Sales Promotions:

• Cashback: A sales promotion that customers are offered a percentage of their purchase price back

in cash after they make a purchase.

• Gift with Purchase: Retailers or brands incentivize customers to make a purchase by offering a

free gift with their purchase, usually related to the product being sold.

• Trade-in: With this type of promotion, customers can bring in their old product and receive a

discount or credit towards the purchase of a new one.

• Sweep Stakes: Customers have an opportunity to score an exciting prize in a random drawing. To

enter, customers usually need to complete a specific action, like making a purchase, filling out a

survey, or submitting their contact information.

• Instant Win: A sales promotion that offers customers the chance to win a prize on the spot, rather

than through a random drawing later.

Step-by-Step Guide to Creating a Sales Promotion Plan

Step 1: Define Your Goals

• Set a Strong Foundation: Start with well-defined and measurable goals for your campaign.

• Identify Desired Outcomes: Clearly state what you aim to achieve, such as new customer

acquisition or increased sales.

• Be Precise: Use quantifiable targets to drive actions and decisions throughout the planning process.

Step 2: Identify Your Target Audience

• Know Your Audience: Understand who your target customers are and what drives their purchasing

decisions.

• Collect Data: Use surveys, social media insights, and customer interviews to gather information

about your audience.

• Analyse and Identify: Pinpoint common demographics, behaviors, and preferences among your

customers.

Step-by-Step Guide to Creating a Sales Promotion Plan

Step 3: Choose Your Promotion Type

• Determine the Offer Value: Set the value of your offer. You want to make sure that it is substantial

enough to attract attention but not so large that it hurts your bottom line.

• Establish Offer Terms: Define the duration, redemption method, and limitations clearly.

• Get Creative: Create spend thresholds, loyalty programs, and/or create challenges.

Step 4: Craft Compelling Messaging

• Align with Brand Values: Ensure your messaging is consistent with your brand identity and values.

• Highlight Benefits: Clearly communicate the advantages of your promotion to your audience.

• Use Attention-Grabbing Elements: Employ catchy headlines, strong calls to action, and compelling

visuals.

• Showcase Unique Features: Emphasise aspects that differentiate your product or service.

• Optimise Visibility: Make your promotion easily accessible and visible to your audience.

Step-by-Step Guide to Creating a Sales Promotion Plan

Step 5: Selecting Your Channels and Timing

• Select Appropriate Channels: Choose the marketing channels most likely to reach your target

audience.

• Maintain Messaging Consistency: Ensure uniformity across all channels to build brand

recognition and trust.

• Focus on Timing: Launch your promotion during slow sales periods to maximize impact and boost

sales.

• Track and Measure Results: Monitor the effectiveness of each channel to refine your promotional

strategy for future campaigns.

Step-by-Step Guide to Creating a Sales Promotion Plan

Step 6: Set Your Promotion Budget

• Use Past Data: Analyse previous campaigns to help evaluate costs and set a realistic budget.

• Account for Fixed Costs: Include expenses related to promotional materials or activities, such as

creative development, market research, and training.

• Consider Variable Costs: Factor in expenses that change with sales promotion activity, including

incentive costs, media advertising, sales commissions, and shipping.

• Consider Promotion Insurance: Fix the price of your promotion for financial stability and peace

of mind, regardless of the number of redemptions.

Step-by-Step Guide to Creating a Sales Promotion Plan

Step 7: Conduct a Risk Assessment

• Market and Economic Landscape: Consider any external factors that may affect the success of

your promotion, such as changes in the market or economic landscape.

• Competitors: Analyze the recent activities of your competitors to gain insights into how the market

has responded to their promotions.

• Lead Times and Resources: Assess your lead times and resources required to execute your

promotion. Consider any potential bottlenecks or delays that may impact the successful launch of

your promotion.

• Packaging and Logistics: Ensure that all products, materials, and prizes are available and can be

shipped in a timely and cost-effective manner.

• Legal and Compliance: Ensure that your promotion complies with all applicable laws and

regulations, including data protection and privacy laws. Develop proper terms and conditions for

your promotion and ensure that your team is aware of all legal implications.

Step-by-Step Guide to Creating a Sales Promotion Plan

Step 8: Plan Your Promotion Activity Timeline

• Identify Key Milestones: Start by identifying the key milestones for your promotion, such as the

launch date, the end date, and any important events or deadlines.

• Breakdown Tasks: Once you have identified the key milestones, break down the tasks required to

achieve each milestone. Assign deadlines to each task, and make sure they are achievable.

• Assign Responsibilities: Assign responsibilities for each task to specific team members or

departments. Make sure everyone knows their role and is clear on what is expected of them.

• Use a Project Management Tool: Consider using a project management tool to help plan and

track your promotion timeline (assign tasks, set deadlines, and track progress).

• Build in Buffer Time: Allow for buffer time in your timeline in case of unexpected delays or

changes. This will help you stay on track even if something unexpected comes up.

• Test your promotion before launch: Testing your promotion before launch can help you identify

any issues or glitches and ensure that everything is working properly.

• Allow enough time in your timeline for testing and make any necessary adjustments based on the results.

Step-by-Step Guide to Creating a Sales Promotion Plan

Step 9: Launch Your Promotion

• It’s time to launch your promotion! Keep in mind that launching your promotion is just the

beginning.

• It’s important to monitor your promotion closely and track your progress towards your goals.

• You may need to adjust your promotion strategy based on customer feedback and other factors.

• Ensure you pay close and careful attention to the early results to you can react if necessary.

Step-by-Step Guide to Creating a Sales Promotion Plan

Step 10: Evaluate Your Promotion Performance

• Sales: Monitor sales during the promotion period, as well as before and after the promotion. This

will help you determine whether your promotion impact on sales, and by how much.

• Customer Behaviour: Observe any changes in customer behaviour during the promotion period.

For example, are customers buying more frequently or in larger quantities? Are they more likely to

return to your store or website?

• Website Traffic: Track the number of visitors to your website during the promotion period, as well

as any changes in website traffic sources. This will help you determine which channels are driving

the most traffic to your website.

• Social Media Engagement: Monitor engagement on your social media channels during the

promotion period. This includes likes, shares, comments, and mentions. This will help you

determine how successful your social media campaign has been.

• Customer Feedback: Collect feedback from customers who have participated in the promotion.

This will help you identify any areas for improvement in future campaigns, as well as provide

insight into what customers found appealing about the promotion.

Sales Promotions, Up-Selling, and Cross-Selling

Cross-Selling Definition: Cross-selling is the art of encouraging a customer to purchase related or

complementary products.

Upselling Definition: Upselling is when you offer a higher-priced product or service to a customer

who is already interested in making a purchase.

• The goal is to increase the value of the sale by incentivizing the customer to purchase higher-end

products or services.

Sales Promotion Definition: Encouraging first-time customers to try your products or services, or to

persuade existing customers to refer friends and family

euruni.edu

The Rise of Commerce Media

Video: https://www.youtube.com/watch?v=XJAGOwFYnSQ

The Rise of Commerce Media

Commerce: Online activities that relate to the buying and selling of goods and services, both online

and in-store.

Media: The digital advertising channels that reach or influence people with promotional content. This

includes but is not limited to paid display, paid search, retail media, video and CTV, and social media.

Commerce Media: Is advertising that connects shoppers with products and services throughout the

buying journey across both physical and digital touchpoints, linking advertising investment directly to

transactions.

• Commerce media is specifically tied to a retailer's e-commerce platform, which can serve ads, but

in a limited capacity.

• A true retail media network offers unified on-site, off-site and in-store capabilities.

• Using the term “commerce media” sells short the additional channels that can be powered by

retailers.

The Trends Fueling the Rise of Commerce Media

• Ecommerce is booming: The COVID-19 pandemic brought the world online to shop, and their

new online habits will continue post-pandemic.

• Worldwide ecommerce is predicted to approach $5T in 2021.

• How we can connect with consumers is changing: Growing privacy regulations and third-party

cookie deprecation have marketers and media owners looking for new ways to reach and monetize

audiences that are shopping online more than ever.

• First-party data is a huge opportunity for retailers: Because of the point above, marketers are

focused gathering and scaling first-party data.

• Connecting with retailers can be a win-win for both parties.

• Trade marketing is shifting to digital: Brand dollars are following their consumers online.

• 92% of EU and 76% of US brand advertisers say their growth depends on retail media advertising.

Six Reasons for Commerce Media’s Growth

Ecommerce’s Boom is Beginning to Stabilize:

• The rise of ecommerce since the start of the

COVID-19 pandemic is cooling down due to a

sense of new normalcy, the return of

consumers to work/school/entertainment,

geopolitical events, and other economic

factors.

• Commerce media is gaining ground because

it enables marketers to adjust to the changing

times with marketing solutions that drive visits

and conversions both online and offline.

Reasons for Commerce Media’s Growth

Consumers are Turning to the Open Internet

for their Shopping Needs:

• Research shows that more consumers than

ever before are starting their search journeys

on retail and brand websites – instead of

searching on Amazon or Google.

• With consumers bypassing online

marketplaces and search engines, commerce

media opens new opportunities for marketers

to connect with consumers on publishers and

retailers across the open internet at critical

search touch points.

Reasons for Commerce Media’s Growth

Privacy Regulations are Growing:

• Over the years, new regulations continue to

emerge to protect the privacy of consumers

and to create a more transparent ecommerce

experience.

• As a result, marketers and media owners are

looking for new ways to responsibly reach

consumers and monetize audiences – all

while acting in accordance with privacy laws

and the phase-out of third-party cookies.

• With a focus on first-party data and

responsible, addressable advertising,

commerce media is an attractive option for

those looking to future-proof their strategy.

Reasons for Commerce Media’s Growth

First-Party Data Strategies are Imperative:

• Marketers now prioritize gathering and

growing first-party data.

• Retailers are venturing into new ways to

monetize their first-party assets.

• By connecting marketers and media owners

to each other and to data, commerce media

helps all ecosystem players achieve their

first-party data goals.

Reasons for Commerce Media’s Growth

Proving ROI Makes All the Difference:

• Many companies lack qualitative metrics to

demonstrate the impact of their spend on

marketing, making it impossible to determine

a concrete analysis of activity performance

and define a fully informed budget for the

future.

• However, commerce media provides closed

loop reporting, so you can track ad spend to

product sales and fill in the gaps for ROI

analysis.

Reasons for Commerce Media’s Growth

“Head of Commerce” Roles are Emerging:

• Across industries, agencies and brands are

hiring Head of Commerce talent who bolster

business growth with a 360° approach to

commerce.

• The Head of Commerce prioritizes an

audience-based approach to marketing over

a channel by channel or retailer by retailer

approach.

• Commerce media gives this role the holistic

view they need, enabling them to activate

audiences and measure results across a

variety of channels and formats all from one

place.

euruni.edu

Full-Funnel Marketing Strategy

Video: https://www.youtube.com/watch?v=Xx75loJvFhg

Full-Funnel Marketing Strategy

Definition: Involves tailoring your marketing

messages to the particular stage of purchase a

customer is currently at.

• A marketing funnel is the purchase cycle

consumers go through from awareness to

loyalty.

• Rather than focusing only on sales, it considers

the entire 360-degree customer journey and

attempts to nurture relationships and build

better brand experiences.

Stages of the Marketing Funnel

1. Awareness: Brand awareness is familiarity with a brand, which could include knowledge of its

name, messaging, tone and style, values, and culture.

2. Consideration: The goal of consideration marketing is increasing the likelihood that consumers will

consider a certain brand and its products when shopping.

3. Conversion: The goal of the conversion stage is to encourage shoppers to purchase a product or

service because they believe the brand they’ve chosen is the right solution to their problem or meets

their need.

4. Loyalty: Brands can foster loyalty by providing a seamless purchase experience and delivering a

quality product or service.

Steps to Building Your Full-Funnel Marketing Strategy

1. Define Clear Objectives:

• Identify specific goals aligned with your business objectives for each stage of the funnel.

• Whether it's increasing brand awareness, driving engagement, or boosting conversions, clearly

define what success looks like for your marketing efforts.

2. Understand Your Audience:

• Conduct thorough research to understand your target audience's demographics, preferences,

behaviors, pain points, and motivations at each stage of the funnel.

• This insight will help tailor content and messaging to resonate with their needs and interests.

Steps to Building Your Full-Funnel Marketing Strategy

3. Create Compelling Content:

• Generate persuasive content tailored to guide potential customers towards making a decision.

• This includes providing detailed information, comparisons, testimonials, and compelling calls-to-

action to encourage conversions.

4. Optimize User Experience (UX):

• Ensure a seamless and user-friendly experience across all touchpoints.

• From website navigation to mobile responsiveness and content accessibility, prioritize a positive

user experience at every stage of the funnel.

Steps to Building Your Full-Funnel Marketing Strategy

5. Implement Marketing Automation:

• Use automation tools to streamline processes, nurture leads, and deliver personalized content

based on consumer behavior and engagement levels.

• Automation helps in maintaining consistent communication and guiding prospects through the

funnel.

6. Measure and Analyze Results:

• Regularly track and analyze key performance indicators (KPIs) specific to each stage of the funnel.

• Metrics like conversion rates, click-through rates, engagement metrics, and return on investment

(ROI) provide insights into the effectiveness of your marketing efforts.

Steps to Building Your Full-Funnel Marketing Strategy

7. Iterate and Optimize:

• Based on data-driven insights, continually refine and optimize your strategy.

• Test different approaches, channels, and messaging to improve performance and adapt to

changing consumer behaviors.

Notes: By integrating these steps into a cohesive strategy, businesses can effectively engage

consumers at every stage of the funnel, nurture leads, and drive conversions while continuously

refining their approach for optimal results.

Effective Tactics for Each Stage

Use Video Ads to Generate Awareness

• Video advertising is one of the most effective ways to generate awareness.

• Not only is one-third of all online activity spent watching video, but videos also generate higher

engagement, with prospects many times more likely to click a video ad than a banner ad.

Leverage Personalized Engagement to Drive Consideration

• At the consideration stage, focus on building desire for your brand.

• An effective way to do this is by sending interactive, personalized marketing messages which

deliver engaging and informative content based on your prospects’ behavior and interests.

Focus on High-Value Customers for More Conversions

• To drive action at the conversion stage, segment your warm prospects by demographics and

behavior and continue to deliver highly-personalized product recommendations.

euruni.edu

Thank you! Ryan Bytenski

[email protected]