Four secrets to creating a truly cross-channel offering


By Chris Lee

Pay-per-click (PPC) management software firm Marin Software recently revealed data showing the benefits of an integrated cross-channel strategy. But implementing that kind of strategy is easier said than done, the company argues, so NMK invited Jon Myers, vice president and managing director for Europe, Middle East and Africa (EMEA) at Marin Software to provide his top tips for achieving search and social synergy.

Myers recommends four steps:

1) Assess Your Organization’s Cross-Channel Capabilities

Myers said: Only 44 per cent and 35 per cent of marketers respectively feel that their paid search and social marketing channels are tightly integrated with their overall marketing activities. To get more aligned, first ask these questions to assess your organisation’s cross-channel capabilities:

· Are your search and social teams working toward the same business objectives?

· Is your message and value proposition consistent across channels?

· Are you properly attributing revenue from each channel?

· Are you budgeting across channels based on campaign ROI?

· Are your promotions aligned across channels?

· Is your business intelligence strategy integrated?

2) Target high-value audiences across search and social

To reach the right customer with the right buying intentions at the right time, take advantage of audience retargeting across search and social publishers:

Search to Social: Create Facebook Custom Audiences based on search query data from your digital marketing platform. Then target the same audiences on Facebook with tailored messages based on their search queries.

Social to Search: Create Google Remarketing Lists based on visitors from social marketing ads. Then use Remarketing Lists for Search Ads (RLSA) to retarget your social audiences when they search for your keywords on Google.

3) Measure performance across channels

Marketers who analyse their search and social campaign return on investment (ROI) holistically are able to make better decisions faster. Here are some considerations:

· Make sure your search and social campaigns are tracking revenue from the same data source – this way you’ll avoid over- or under-counting conversions

· Integrate your search and social budgeting workflow in a single platform so that you can compare performance side-by-side and make channel-agnostic budgeting decisions

· Measure the path to conversion across channels so you don’t skip over important touch points, and so you have the best data to inform your messaging and creative strategy

4) Optimise across channels toward audience lifetime value

If you focus on channel-specific metrics, chances are good that you’re missing out on the bigger picture. Instead, opt for an integrated search and social optimisation strategy that focuses on customer lifetime value:

· Automate your cross-channel bidding toward target audiences based on customer lifetime value

· Forecast lifetime value and level of investment required to better hit your ROI targets

· Use click-weighted attribution to assign revenue across clicks to accurately value each channel’s impact in the path to conversion

· Create look-alike audiences based on the lifetime value of converting audiences – this will help you expand into other profitable audiences while staying within ROI targets

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