Better Together: An Integrated Online Marketing Case Study Series

8/13/2019 Better Together: An Integrated Online Marketing Case Study Series

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Better Together:An Integrated OnlineMarketing Case Study Series

Adam Lewis

January 2014


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About Foghorn Labs

Foghorn Labs develops and executes internet marketing strategiesfor outdoor and active lifestyle brands across the web


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1 Online marketing tools that help drive direct-to-consumer sales.

2Online marketing strategies that maximize the value of press events.

3 Using remarketing to reengage site visitors without being creepy.

4Best practices for integrated online marketing campaigns

Session Objectives


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1 TREW Gear: Carving a Transition to Direct (15min)

2Element Case: Harvesting Demand from the Hype Machine (15min)

3 Apparel Brand: Converting Blog Visitors into Customers (15min)

4Q&A (15min)

Case Studies

Case study series is online at: foghornlabs.com/case-studies/and this deck will be posted soon after OR.


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Acronym Soup:A Few Definitions

CPC Cost per click (amount paid for each ad click) CPM Cost per 1,000 impressions (common format for display) PPC Pay-Per-Click advertising (AdWords, Bing Ads, Display) PLA Product Listing Ads (Google Shopping ad format) CSE Comparison Shopping Engines (PLAs, NexTag, Amazon) ROAS Return on Ad Spend (media-centric ROI)


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4Q&A (15min)

Case Studies


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Goal:Drive Direct-to-Consumer Sales

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Challenges:

1. First season selling direct-to-consumer2. Short window of customer interest (ie. minimal time to test)3. Striking a balance between wholesale and direct


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Approach:Generate Awareness, Convert Demand

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Generate Awareness and Demand:

1. Maximize the impact of existing sponsorships, promotions and PR2. Appear on key endemic sites through either direct or ad network buys3. Buy low-cost ad space on long-tail sites, blogs and forums via Google

Convert Demand Into Sales:

1. Google AdWords text ads for brand and product terms2. Google Shopping PLAs for non-brand terms3. Develop remarketing lists by product segment to reconnect with visitors

SEARCHDISPLAY CSERE

MARKET

ING


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snowboarding bibs

backcountry ski gear

womens ski bibs

technical ski jacket

trew cosmic jacket

pow funk jacket

trew gear

trew outerwear

cool freeride ski pants

best backcountry bibs

fleece lined softshell

packable down jackets

RESEARCH / ENGAGEMENT

CONSIDERATION

COMPARISON

PURCHASE

Approach:Presence Throughout the Buy Cycle

PLA

SEARCH

DISPLAY


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Results: Return on Ad Spend (ROAS)

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Key Result: Increased online sales with an aggregate ROAS of 617%

($6.17 in gross eCommerce revenue for every $1 spent on ads)

ROAS by Channel:

AdWords Text Ads: 970% Google Shopping (PLAs): 620% Remarketing (GDN): 159% Banner Ads (GDN): 49% Banner Ads (Direct CPM): 36%


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Findings: Try Before You Buy With Online Media

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Findings: A Unique Brand Voice Improves CTR and Conv. Rate

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Findings: PLAs Are More Cost-Effective for Non-Brand Terms

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Findings: PLAs Are More Cost-Effective for Non-Brand Terms

14Source: http://searchengineland.com/google-plas-may-be-bigger-and-better-than-you-think-181017


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4Q&A (15min)

Case Studies


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Goal:Maximize The Value of Press Events

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Challenges:

1. Getting noticed in a crowded, highly competitive market2. Differentiating from low-cost, low-quality alternatives3. Lack of transparency from device manufacturers4. Short window of time to capitalize on traffic spikes


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Approach:Turn Press Events Into Revenue Events

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SEARCH

DISPLAY

CSE

REMARKET

ING

Activate brand campaigns before new product launches

RONIN

SECTORSOLACE

Adjust non-brand campaigns based on new device launches

iPhone 5

iPhone 5s

iPhone 5c


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Results: PPC Revenue Growth

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Key Result: 2013 PPC revenue grew by 84% year-over-year whilestaying below the cost per sale goal.


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Findings: Dont Leave Money On The Table

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1

2


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Findings: Users Search Queries Evolve

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Findings: PLAs are Essential for Non-Brand Terms

21Source: http://searchengineland.com/google-plas-may-be-bigger-and-better-than-you-think-181017


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2 Element Case: Harvesting Demand from the Hype Machine (15min)


4Q&A (15min)

Case Studies


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Goal:Convert Blog Visitors to Customers

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ANONYMOUS

APPAREL

BRAND

Challenges:

1. High cost of maintaining the blog + multiple social media platforms2. Reengaging with visitors who are unfamiliar with the brand3. Being compelling without being too obvious or annoying.


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Approach:Segment and Customize

PR REVIEWS

Return

Customers

Product

Browsers

Abandoned

Carts


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Results: Return on Ad Spend (ROAS)

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Key Result: Remarketing campaigns converted blog visitors into customerswith a ROAS of 1,637% -or- $16 of gross revenue for every $1 in ad spend.

Remarketing vs. Brands Traditional Display Ads:

17 times more cost-effective at generating view-through conversions 30 times more cost-effective at generating direct conversions 15 times more directly attributable revenue per $1 spent ($16.37 vs. $1.10)


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Findings: Remarketing Needs Paid Search to Realize its Potential

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SEARCH DISPLAY CSERE

MARKET

ING

Customers rarely convert directlyafter clicking on a remarketing ad.

They are more likely to conduct abrand or product search as a resultof seeing a remarketing ad.


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Findings: Remarketing is a Content-Hungry Monster

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Remarketing List

Site Visitors

Content drives page views,page views build remarketing lists.


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Findings: No One Social Media Platform Appeals to All Visitors

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1. Develop a strong presence across platforms relevant to your audience2. Segment remarketing lists by platform and tailor ads accordingly

Young but gettingolder, connected,global reach(86% outside US)

Male (70%),techies, Googleemployees

Marketers,news junkies,mostly urban

Female (84%),tablet users,affluent,design & DIY

Young (90% under 35),too cool for Facebook,fastest growing.

Photographers,photo browsers,self-expressionists

Source: http://www.businessinsider.com/a-primer-on-social-media-demographics-2013-9


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Summary: 10 Tips for Successful Integrated Marketing Campaigns

1. Generate demand with PR, social media and display2. Harvest demand with paid search, comparison shopping

engines and remarketing

3. PLAs are more cost-effective than text ads for non-brand terms4. Establish a brand presence throughout the buy cycle5. Use your brands unique voice to stand out in search results6. Use remarketing to reconnect with key visitor segments, but

stay relevant and limit ad frequency

7. Effective remarketing campaigns require new content, freshads and paid search

8. Determine what each ad platform can bring to the table andlaunch them together more is not always better

9. Tailor content and messaging to each social media platform10. Use tracking codes and web analytics to measure performance


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2 Element Case: Harvesting Demand from the Hype Machine (15min)


4 Q&A (15min)

Case Studies

Case study series is online at: foghornlabs.com/case-studies/


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Documents

Better Together: An Integrated Online Marketing Case Study Series