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Connecting the dots -
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INTERNAL: Google Confidential and Proprietary
INTERNAL: Google Confidential and Proprietary
23 October 2014Boudewijn ElsenburgStrategic Partner Manager
Connecting the dots....Branding & Performance
INTERNAL: Google Confidential and Proprietary
INTERNAL: Google Confidential and Proprietary
Integrating Brand & Performance
‘Performance Thinkers’
‘Brand Thinkers’
Real(time)Marketers &
Brand Builders
Full Value ExpertsCross channel/screenFull consumer journey
StorytellersCross channel/screenBeyond demographics
Last Click ExpertsPure SEM
Offline BrandBuilders
INTERNAL: Google Confidential and Proprietary
INTERNAL: Google Confidential and Proprietary
People Paced:tailored “buy now”messaging
Mismatch between upper & lower funnel activity
Media Paced:One size fits all messaging & timing
Reach
CPA
INTERNAL: Google Confidential and Proprietary
INTERNAL: Google Confidential and Proprietary
Capturing your Audience
INTERNAL: Google Confidential and Proprietary
INTERNAL: Google Confidential and Proprietary
Let’s say… you’re in the food business
how to dispose of cooking oilcan you smell what the rock is cookingif you smell what the rock is cookinghow to make playdough without cookingdo you smell what the rock is cookingwhat is induction cookingwhat is cookinghow does induction cooking workhow to get cooking oil out of clothesdress up who cooking gameshow to dispose of used cooking oilwhich oil is best for cookingwhat is cooking sherrywhat is the healthiest cooking oilwhat is shortening in cookinghey good looking what you got cookinghow to get 99 cookingwhat is convection cookingif u smell what the rock is cookingwhat the rock is cooking
why did the chicken cross the roadhow to bake chickenhow long to bake chickenhow to roast a chickenhow to cook chickenhow to cook chicken breasthow to boil chickenwhat came first the chicken or the egghow to bake chicken breasthow to make fried chickenhow long to bake chicken breasthow to grill chickenhow to make chicken stockhow to build a chicken coophow to fry chickenhow to make chicken souphow long to boil chickenhow to make chicken saladhow long to roast a chickenhow to marinate chicken
how to steam vegetableshow to roast vegetableswhen to plant vegetableshow to grill vegetableshow to cook vegetableshow to grow vegetableshow to stir fry vegetableswhat vegetables are in seasonhow to blanch vegetableshow to saute vegetableshow many calories in vegetableshow to can vegetableshow to freeze vegetableswhat vegetables have proteinhow to store vegetableshow to roast vegetables in the ovenwhat are vegetableswhat is the difference between fruits and vegetableshow to steam vegetables without a steamerhow to roast vegetables i
INTERNAL: Google Confidential and Proprietary
Betalen
Sparen
Hypotheek
Pensioen
Verzekering
Most branding strategies
Betalen Sparen Hypotheek Pensioen Verzekering
Consumers don’t live in a flighted world
Interest over timeInterest over time
INTERNAL: Google Confidential and Proprietary
Branding based on consumer interest
How…?
What…?
When..?
Where…?
Which…?
Adjust to your customers
Betalen
Sparen
Hypotheek
Pensioen
Verzekering
Interest over time
INTERNAL: Google Confidential and Proprietary
3 Trends That Will Merge Performance & Branding
1. Push ► Pull ► Permission Based
2. Mass ► Targeting ► Mass-Targeting
3. Advertiser ► Storyteller ► Publisher
INTERNAL: Google Confidential and Proprietary
Push ► Pull ► Permission Based
INTERNAL: Google Confidential and Proprietary
Probably likes the brand and offer...likely to be in-market (soon)
No
Example: conversation throughout funnel
Yes
Planning to buy a house?
This is how we can help
No
Try different topic (or stop)
Try different product/service related to buying house
Yes Top 10 things to consider when buying a house
NoTry different topic related to buying a house
Yes
Cold interest
Warm interest
Hot interest
INTERNAL: Google Confidential and Proprietary
Overweegt u een huis te kopen,
maar weet u niet welke hypotheek mogelijkheden er
zijn?
Blijf even kijken dan vertel ik u meer over
onze hypotheekvormen
Annuiteiten Hypotheek
Lineaire Hypotheek
Buitenland Hypotheek
Bankspaar Hypotheek
Aflossingsvrije Hypotheek
Taking it a step further
INTERNAL: Google Confidential and Proprietary
Mass ► Targeting ► Mass-Targeting
INTERNAL: Google Confidential and Proprietary
Programmatic Marketing
Targeting@
Scale
Data
Bulkbuying
Appeals toBranders
Appeals toPerformanc
eMarketers
CPA
Reach
INTERNAL: Google Confidential and Proprietary
Performance Marketing
No
Connecting the dots...
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?
Yes
Yes
Frequency cap X
No
No
Then you may also
like..
Then you may also
like..
Are you interested
in this?
Yes
...etc
► S
egm
ent ►
Branding Campaign 1 Branding Campaign 2
INTERNAL: Google Confidential and Proprietary
Peo
ple
Moments
The right person, at the right time
INTERNAL: Google Confidential and Proprietary
Advertiser ► Storyteller ► Publisher
INTERNAL: Google Confidential and Proprietary
Example: Volvo Trucks
Technical & Functional infoMonthly item
“Welcome to my cab”That viral video with
Jean-Claude Van Damme
INTERNAL: Google Confidential and Proprietary
There’s a strategy behind it
Epic stunts
Content activity
TimeHygieneHubHero
Episodes for truckers
Driver’s worldWelcome to my
cab
FAQs about trucks
Epic Split Epic Hook
INTERNAL: Google Confidential and Proprietary
3 Trends That Will Merge Performance & Branding
1. Push ► Pull ► Permission Based
2. Mass ► Targeting ► Mass-Targeting
3. Advertiser ► Storyteller ► Publisher
INTERNAL: Google Confidential and Proprietary
INTERNAL: Google Confidential and Proprietary
23 October 2014Boudewijn ElsenburgStrategic Partner Manager
Connecting the dots....Branding & Performance
