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En komplett guide till remarketingkampanjer över flera kanaler

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A Complete Guide To Cross-Channel Remarketing Campaigns

In an ideal world, marketing would convert with just one touch. But this is the real world.

Whether it’s because they need more time to think about a purchase or their dog just started vomiting on the carpet, people abandon shopping carts all the time.

So, what do you do?

You’ve already optimized your campaigns for maximum brilliance, so you know your copy is on point, your design is perfect, and you’re targeting the right audience. But you’re still losing sales. What gives?

You need remarketing to maximize your results.

At first glance, it sounds like a cure-all. Of course, it’s not always so easy.

First of all, mobile devices like smartphones and tablets are everywhere. That means there are more things competing for eyes and attention spans are shorter than ever.

On top of that, media consumption has been increasingly multi-layered.

How do marketers and small businesses with correspondingly limited budgets give consumers a seamless experience across platforms?

Enter cross-channel remarketing.

What Is Cross-Channel Remarketing?

The keys to remarketing (i.e., what makes it work) are the twin foundations of cookies and tracking pixels.

Cookies are small pieces of data from a website that are stored on a visitor’s computer by a web browser.

The closely related tracking pixel, also known as a web beacon, is a transparent pixel-sized image that is embedded in webpages, emails, and banners to track website visits, impressions, and other statistics.

Cross-channel marketing uses these online activity trackers to go after audiences across a variety of devices and websites, providing a seamless experience and moving the target through the sales funnel.

For example, Allison’s cat won’t stop scratching her möbel. She reads on a blog how effective your anti-scratch spray is at protecting couches from claws.

Later that day, while using Facebook, she is shown a display ad for your product. She clicks on the ad and even goes so far as to add it to her shopping cart on your website, but she doesn’t complete the purchase.

That evening, she receives a marketing email with a discount code for the spray.

Via a successful cross-channel marketing strategy, different channels have worked in conjunction to create a clear brand impression for an already interested audience, which is more likely to drive a conversion.

Are Multi-Channel And Cross-Channel Remarketing The Same?

Don’t let the phrasing similarity confuse you. Multi-channel and cross-channel are not the same thing, even though they are very similar.

Multi-channel means you’re targeting audiences across channels, for example, a campaign that targets both Google Display och Youtube.

While you’re using different channels, they all work independently with no communication between them.

Cross-channel is the next level above, where these channels are connected. This allows you to track and record interactions and better facilitate the customer’s purchasing journey.

There’s also something called omnichannel marketing, which brings together digital and in-person touchpoints using all available channels, but let’s not overcomplicate things.

The Benefits Of Cross-Channel

There are several advantages to using cross-channel remarketing.

First, it lets you create and implement a more comprehensive and consistent message, which leads to more seamless brand impressions.

It breaks down silos between product, sales, and marketing, facilitating movement through the sales funnel while simultaneously building stronger connections.

And on top of this, it works. Cross-channel remarketing gives you measurable results, no matter what industry you’re in.

Developing Your Own Cross-Channel Remarketing Strategy

Like everything marketing, you don’t want to just wing it with your cross-channel strategy.

You need a carefully thought-out approach for creation and implementation that will help you get the results you need.

Let’s dive in:

1. Consider The Customer

This is Marketing 101. You can’t effectively sell anyone anything if you don’t understand the audience you’re trying to target.

But therein lies the further skönhet of remarketing – you already know something about your audience.

Because they’ve already visited your website, searched for a solution like yours, or signed up for an email newsletter, you know they’re at least a little interested in what you offer.

Or, maybe you’re going after lookalike publik, using data from sites like Google and Facebook to target specific prospects who have similarities to existing website visitors or customer lists.

Once you have identified the targets most likely to convert, take a closer look at them.

Developing a deeper understanding of your consumers, their needs and their behavior is vital to cross-channel remarketing.

2. Know Where Your Target Audience Is

To get the conversions you want, you need to go where your targets are.

For example, a surfboard company that exclusively advertises in Nebraska probably isn’t going to make many sales.

The same is true of digital marketing.

A cross-channel marketing campaign promoting a new first-person shooter video game is going to waste a lot of money promoting its product on sewing websites and knitting YouTube videos.

You need to identify which channels your consumers are interacting with.

What websites do they visit? Which mobile apps are they using? Which social media platforms are they on?

This last one is particularly important.

In 2021, Facebook had 2.89 billion monthly users.

YouTube had 2.29 billion; WhatsApp had 2.00 billion, and Instagram had 1.39 billion.

Even the fifteenth most popular social media site, Pinterest had 454 million monthly users.

That’s a big audience you can tap into.

And because most, if not all, these social sites are free to use, they earn their revenue through marketing and reklam-.

That’s good news for marketers everywhere, because not only does it allow new avenues for reaching audiences, but it can also provide ample information you can mine to target with laser-like precision.

Facebook och LinkedIn both let you customize retargeting on their platforms to reach exactly who you wanted to.

3. Streamline Your Content

Now that you know exactly who your target consumer is and where they live in the digital world, it’s time to customize your campaigns to match their habits.

Analyze their online behavior for contextually relevant clues.

For example, if you sell flowerpots, you’ll probably want to advertise your courses on home, family, and livsstil websites.

Or, you may want to place it near relevant products and services to help your audience form the connection between their interests (in this case gardening) and your ads.

How To Get Better Cross-Channel Remarketing Results

You’ve done it. You’ve identified your target consumer, created personas, tracked them down on the internet like a crazy ex, and optimized your content to speak directly to their needs.

But you’re still not getting the kind of results you think you should be. What gives?

Here are a few ways to improve your results across channels:

Use Offers To Drive Ad Clicks

The first rule of marketing is always to ask for a sale. Or download. Or email address. You get the point – you need a call to action (CTA). And a compelling one at that.

But sometimes that’s not enough. Sometimes you need to sweeten the pot a little.

Users are more likely to engage with an ad that contains a special deal they can redeem by clicking on it.

Just by creating more engaging ads, with better CTAs and/or special deals, you can improve your CTR and drive more conversions.

Use Fresh Creative

While there is something to be said for consistency in branding, people can become blind to your ad if they see the same creative in multiple places across the web, or even multiple times on your website over the course of their purchasing journey.

Keep them engaged by varying your ad units and formats, as well as swapping in new copy and design.

This will keep your campaign from going stale and can be done while maintaining your brand’s memorable attributes.

Measure Your Conversions

Your boss wants to know how your cross-channel remarketing campaign is working.

What are you going to tell her? “Gee, uh, I feel like it’s going really well,” probably isn’t going to cut it.

You need metrics, measurables, and deliverables.

Luckily, technology exists that can show you exactly what’s working and help you gain a better understanding of why.

Some of the most common tools digital marketers use include:

Conversion Pixels

Used by sites like Facebook, conversion pixels let you track the actions of users who visit a page or interact with an ad.

These let you retarget, build custom audiences, measure conversions, and optimize your campaigns.

Conversion Zones

Using location data from mobile devices, conversion zones use geofencing to identify and target customers.

They allow you to track visits from people who have seen or interacted with your ads, as well as identify conversion rates and cost per visit.

Website Cookies

Embedding small pieces of data on a visitor’s device lets you customize experiences for each user.

It can also provide a wealth of information about personal details (name, address, email, etc.), activities, and interests. This information can then be used for attribution, conversion reporting, and remarketing analysis.

Take A Holistic Approach

Cross-channel remarketing lets you create focused campaigns that effectively target the prospects you want, build a strong sense of brand identity, and connect with your customers in a more personalized and impactful way.

But, it’s important not to forget this is just one piece of a successful marketing mix.

Cross-channel remarketing should be used as a complementary tactic that builds upon reklam- that creates awareness and drives consumers to your business or website in the first place.

But by this point, it should be clear: If you want more bang for your buck and a good return on investment, cross-channel remarketing should be part of your customer outreach program.


Featured Image: PopTika/Shutterstock

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En omfattande guide till marknadsföringsattributionsmodeller

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A Comprehensive Guide To Marketing Attribution Models

We all know that customers interact with a brand through multiple channels and campaigns (online and offline) along their path to conversion.

Surprisingly, within the B2B sector, the average customer is exposed to a brand 36 times before converting into a customer.

With so many touchpoints, it is difficult to really pin down just how much a marketing channel or campaign influenced the decision to buy.

This is where marketing attribution comes in.

Marketing attribution provides insights into the most effective touchpoints along the buyer journey.

In this comprehensive guide, we simplify everything you need to know to get started with marketing attribution models, including an overview of your options and how to use them.

What Is Marketing Attribution?

Marketing attribution is the rule (or set of rules) that says how the credit for a conversion is distributed across a buyer’s journey.

How much credit each touchpoint should get is one of the more complicated marketing topics, which is why so many different types of attribution models are used today.

6 Common Attribution Models

There are six common attribution models, and each distributes conversion value across the buyer’s journey differently.

Don’t worry. We will help you understand all of the models below so you can decide which is best for your needs.

Note: The examples in this guide use Google Analytics 4 cross-channel rules-based models.

Cross-channel rules-based means that it ignores direct traffic. This may not be the case if you use alternative analytics software.

1. Last Click

The last click attribution model gives all the credit to the marketing touchpoint that happens directly before conversion.

Last Click helps you understand which marketing efforts close sales.

For example, a user initially discovers your brand by watching a YouTube Ad for 30 seconds (engaged view).

Later that day, the same user Googles your brand and clicks through an organic search result.

The following week this user is shown a retargeting ad on Facebook, clicks through, and signs up for your email newsletter.

The next day, they click through the email and convert to a customer.

Under a last-click attribution model, 100% of the credit for that conversion is given to email, the touchpoint that closed the sale.

2. First Click

The first click is the opposite of the last click attribution model.

All of the credit for any conversion that may happen is awarded to the first interaction.

The first click helps you to understand which channels create brand awareness.

It doesn’t matter if the customer clicked through a retargeting ad and later converted through an email visit.

If the customer initially interacted with your brand through an engaged YouTube view, Paid Video gets full credit for that conversion because it started the journey.

3. Linear

Linear attribution provides a look at your marketing strategy as a whole.

This model is especially useful if you need to maintain awareness throughout the entire buyer journey.

Credit for conversion is split evenly among all the channels a customer interacts with.

Let’s look at our example: Each of the four touchpoints (Paid Video, Organic, Paid Social, and Email) all get 25% of the conversion value because they’re all given equal credit.

4. Time Decay

Time Decay is useful for short sales cycles like a promotion because it considers when each touchpoint occurred.

The first touch gets the least amount of credit, while the last click gets the most.

Using our example:

  • Paid Video (YouTube engaged view) would get 10% of the credit.
  • Organic search would get 20%.
  • Paid Social (Facebook ad) gets 30%.
  • Email, which occurred the day of the conversion, gets 40%.

Notera: Google Analytics 4 distributes this credit using a seven-day half-life.

5. Position-Based

The position-based (U-shaped) approach divides credit for a sale between the two most critical interactions: how a client discovered your brand and the interaction that generated a conversion.

With position-based attribution modeling, Paid Video (YouTube engaged view) and Email would each get 40% of the credit because they were the first and last interaction within our example.

Organic search and the Facebook Ad would each get 10%.

6. Data-Driven (Cross-Channel Linear)

Google Analytics 4 has a unique data-driven attribution model that uses machine learning algorithms.

Credit is assigned based on how each touchpoint changes the estimated conversion probability.

It uses each advertiser’s data to calculate the actual contribution an interaction had for every conversion event.

Best Marketing Attribution Model

There isn’t necessarily a “best” marketing attribution model, and there’s no reason to limit yourself to just one.

Comparing performance under different attribution models will help you to understand the importance of multiple touchpoints along your buyer journey.

Model Comparison In Google Analytics 4 (GA4)

If you want to see how performance changes by attribution model, you can do that easily with GA4.

To access model comparison in Google Analytics 4, click “Reklam” in the left-hand menu and then click “Model comparison” under “Attribution.”

Screenshot from GA4, July 2022

By default, the conversion events will be all, the date range will be the last 28 days, and the dimension will be the default channel grouping.

Start by selecting the date range and conversion event you want to analyze.

GA4 model comparison_choose event and date rangeScreenshot from GA4, July 2022

You can add a filter to view a specific campaign, geographic location, or device using the edit comparison option in the top right of the report.

GA4 Model comparison filterScreenshot from GA4, July 2022

Select the dimension to report on and then use the drown-down menus to select the attribution models to compare.

GA4 model comparison_select dimensionScreenshot from GA4, July 2022

GA4 Model Comparison Example

Let’s say you’re asked to increase new customers to the website.

You could open Google Analytics 4 and compare the “last-click” model to the “first-click” model to discover which marketing efforts start customers down the path to conversion.

GA4 model comparison_increase new customersScreenshot from GA4, July 2022

In the example above, we may choose to look further into the email and paid search further because they appear to be more effective at starting customers down the path to conversion than closing the sale.

How To Change Google Analytics 4 Attribution Model

If you choose a different attribution model for your company, you can edit your attribution settings by clicking the gear icon in the bottom left-hand corner.

Open Attribution Settings under the property column and click the Reporting attribution model drop-down menu.

Here you can choose from the six cross-channel attribution models discussed above or the “ads-preferred last click model.”

Ads-preferred gives full credit to the last Google Ads click along the conversion path.

edit GA4 attribution settingsScreenshot from GA4, July 2022

Please note that attribution model changes will apply to historical and future data.

Slutgiltiga tankar

Determining where and when a lead or purchase occurred is easy. The hard part is defining the reason behind a lead or purchase.

Comparing attribution modeling reports help us to understand how the entire buyer journey supported the conversion.

Looking at this information in greater depth enables marketers to maximize ROI.

Got questions? Let us know on Twitter eller Linkedin.

Fler resurser:


Featured Image: Andrii Yalanskyi/Shutterstock



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