From a top down perspective, digital marketing is very simple. There are essentially 2 main factors that equal success:

• Traffic (website traffic, app user engagement etc)
• Conversion rates

Successful companies have we decent conversion rates and a good amount of traffic, so how can we help them scale further?

Audience segmenting is the answer. Audience segmenting will help us acquire more relevant traffic, and continuously improves conversion rates.

Cold audience qualifiers: In order to pre qualify a cold audience on social media, we need to communicate with purpose:

• Top of funnel to bottom of funnel means, we need to continue communicating and hitting the consumer with product related benefits at different stages.
• Multi touch point experience across multiple channels.
• Different content / types of content for each stage of the funnel.
• -> By segmenting audiences in that manner, we can be highly specific in messaging.
• If we have 5 USPs, we need to rotate through those USPs and take 1 person through that entire funnel. We don't know what USP will push the client over the fence, so we need to run through the audiences with different messaging.
• Only when they purchase, they exit the funnel
• After they have seen all USPs and still don't make a move, they exit the funnel as well.

How can we generate 20X ROI and more?

Again, audience segmenting. Having highly segmented audiences allowed us to build a highly complex advertising structure that was build for efficiency and scale.

We used social media to ads to turn up the traffic dramatically, building out different targets and using manual bid strategies.

Google Search

Use of Google Search and Dynamic Search campaigns to complement our Shopping channel initiatives. Layer remarketing audience, demographic and in-market data to refine our targeting measures to find our consumer profile (ie. George Clooney)

Remarketing

Utilize dynamic remarketing (shopping) to recapture non-converting,  interested consumers back into purchasing funnel. 

YouTube Remarketing

Utilize YouTube remarketing to increase awareness and top-of-mind.

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