IIAA Presentation on Smarter Funnels

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Introducing Digital Strategies

by Damon Segal

Expert Council Member

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25 years in design and marketing, 20 of these in digital marketing

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owned - earned - paid Website Facebook Twitter Google+ LinkedIn

Target area for activity

Adwords FB Promoted Twitter Ads LinkedIn PPC Affiliate Email Paid - Channels a Brand Pays For

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Pinterest Tumblr Instagram Blog etc.

Owned - Channels a Brand Controls

Shares & Likes Publications Articles Re-Tweets G+ etc.

Earned - Syndication

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Traditional Funnel

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Strategic Approach

Target Social Ads

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Target Search Ads

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Targeted Marketing

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Targeted Marketing

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Ads Required •

Dec 2013 Facebook changed the algorithm that determines which "stories" show up on the News Feed

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Facebook’s algorithm changes caused a decline in “organic reach and organic reach percentage 44% on average, with some pages seeing declines as high as 88%.”

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“Brand Page Reach Now Often Under 3%”

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Business Insider

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ads required

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Re-marketing

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Targeted Marketing

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Get Found on Google

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In the Eye of the Beholder: Digital Behaviors of Beauty Shoppers

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WHAT WE WANTED TO KNOW

How do beauty consumers use digital in their shopping process?

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WHAT WE FOUND

Many beauty shoppers are undecided: Nearly half don’t know which brand they will buy when they start shopping, and search exclusively on non-branded terms during research They are constantly researching across screens: Shoppers read reviews (40%) and research general product information (38%) while on-the-go Beauty shoppers take action after watching beauty videos:41% looked for more information on products and 38% visited stores that sell beauty products

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Beauty shoppers go online to get product information and to compare prices

67% Read product specs

65% Check prices

51% Read reviews

41% Learn more after seeing an ad

Beauty purchasers say that brand websites help them decide on a brand (15%) more than magazines do (9%)

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Search

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Video Search

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Re-marketing

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lather, rinse, repeat •

Monitor

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Adjust

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Refresh

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Keep alert to changes

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Listen to customers

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Smarter Funnel

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www.emotio.agency damon@emotio.co.uk 020 8385 5050