Cost-effectiveness of online and offline advertising. Total understanding of customers: how to connect digital and real life

You can buy everything online - from matches to an island in the ocean. But should b2b companies go online? How realistic is it to sell rolled metal or CNC machines through the site?

The difference between b2b and b2c markets

How to sell a car? It depends on whom.

The human client needs to sit in the car. See what's under the hood. Ask your wife for advice. Hear about the favorable price and quality of service.

It is important for an organization buyer to learn about leasing terms and the cost of depreciation. Understand the nuances of the contract and the terms of further cooperation. Most likely they won't even look at the car.

The difference between b2b and b2c markets is enormous. And in the speed of decision-making, and in the amount of the transaction, and in the role of emotions. The decision to choose a tractor is taken rationally and for a long time. Buying pizza - quickly and emotionally. If you set up a battle between a marketer working with goods in daily demand and a marketer promoting financial consulting, it will stretch for several days. We have collected in a table some of the differences related to online sales.

The specifics of the markets are obvious, but when it comes to the Internet, questions arise. How do you know that this person wants to buy a milling machine? Can a pizza consumer be our target audience with the characteristics of “top manager, 30-50 years old, working in production”? How do business users behave online? Therefore, sometimes online promotion in the business market is used intuitively. And the tools that show results in the b2c market do not work.

Major mistakes in internet marketing in the b2b market

Incorrect goal setting

The success of FMCG trading lies in lower transaction costs. The online store pays off by saving on renting a trading floor, paying for sellers. It is important to reduce the cost of attracting an application online.

It would be a mistake to set such a goal when selling b2b goods or services through the site. The salesperson's role in dealing with business customers is not limited to invoicing. Selling complex goods and services requires professional competence. The client needs to be convinced that the product solves exactly his professional tasks. Therefore, the goal on the b2b site may be to get a warm contact (after downloading the price list or demo version) and access to direct communication.

Why is it important to set a goal correctly? B2b may have 3 applications per month, but each is worth a million. Therefore, if you get carried away with reducing the cost of attracting applications, you can lose 3 million. Of course, you need to understand the maximum permissible cost of action on your site.

Imposing offline segmentation on online users

The basis for offline segmentation can be the volume of product consumption, industry, frequency of calls, etc. The buyer of the machine can be a person of a certain age and position. You go to the top manager of the plant with one commercial proposal, send another to the "IP".

Social and demographic characteristics cannot always be tracked online. The volume of consumption of goods on request is also not clear - the manager of the construction corporation and the “IP” will enter the same request “milling machine” or “software for accounting”. Therefore, it is better to segment online users based on additional criteria, at the intersection of online and offline characteristics.

Why is segmentation important? To show each audience the offer they need, increasing traffic conversion and thereby increasing the cost-effectiveness of internet marketing.

Measure the result with b2c market metrics

It is hardly enough to measure just the volume of traffic or conversion into requests. In the b2b market, the sale is long, multi-stage, and therefore the result must be measured accordingly.

Set up deep analytics, build a long funnel and track results based on the specifics of the purchase. Without losing a client after a phone call.

For example, in the b2c market, one of the performance indicators is ROI (the ratio of the amount of profit to the amount of investment). For b2b, this metric will not be indicative - it is difficult to take into account all the costs for six months that were spent on making the deal go through. The conversion rate from calls to deals will be much more valuable for understanding efficiency.

Why is it important to choose the right metrics? To understand which channels, in which period, brought you more targeted visitors. And invest in effective ones.

How to "set up" an Internet marketing system in a b2b company

Surely you are working on promoting goods / services on the Internet. You know which channels are effective. But sometimes it's a good idea to do a "cleanup" and check how well everything works. And can the indicators be improved. By the way, one of the first rules of a systematic approach to Internet marketing is to regularly revise indicators and adjust, based on the data obtained, not only tactics, but also the promotion strategy.

Let's go over the main points that are good to track regularly.

Adequacy of Internet Promotion Goals

The company's global business goals;

Product features;

Selected instruments.

Global goals for a b2b company on the Internet will most likely be focused on information, positioning and building trust. Internet sales will be the second tier target.

At the level of food goals, it is important to be adequate to the way you consume your product. For example, when choosing metal products, a consumer monitors the Internet and sends requests to several companies for a mini-tender. This means that the goal for rolled metal products may be getting into the first selection list. What is needed for this? A simple and understandable application form with the ability to attach a tender request, a quick response to the request and receive contacts for further communication.

An example of an application that allows you to quickly get into a mini-tender:

The goals and metrics in terms of tools are determined depending on the life stage of the site's development. For example, at the initial stage of the promotion, there is no data on the quality of traffic sources. It is difficult to predict which channel will bring quality visitors. Therefore, goals can be set in terms of traffic volumes. After the analytical period, it is advisable to revise the goals.

If you already know the average cost of an application, you can move on to more complex metrics. For example, a leasing company may set a goal “to ensure the n-th number of applications without exceeding a certain percentage in the total amount of leasing agreements issued”.

Segmentation by online criteria

There can be many types of segmentation in the network, for example:

• by stage of the client's life cycle (potential, current, gone);
• by type of consumption (through tenders, wholesale, works with companies from the state register, etc.);
• by type of requests (multi-component low-frequency, branded, general);
• by behavior on the network or on the site (for example, having viewed a certain set of pages and downloaded the price list);
• by interests (pizza, economics, design);
• by client CID (user attribute based on the browser used).

The greatest effect is provided by segmentation, which takes into account your knowledge about offline customers in an attempt to simulate their behavior on the network.

Unfortunately, the volume of orders from a website on the b2b market is usually small, so it takes time to accumulate statistics on the quality of segments (which segments give higher quality orders). However, it is important to determine the value of each segment (what is the volume of customers and the average bill) and estimate the volume of demand (for example, by the frequency of requests).

In the future, segmentation will make it possible not only to work effectively with each segment. But to accomplish the ultimate task is to expand the segment that brings the greatest profit, find an audience with similar characteristics on the network and show them your offer. Finding new customers and reaching new audiences is the most difficult and demanded task for b2b.

All applications are "qualified"

Often a potential client is "lost" at the stage of a phone call. The goal of online promotion has been formally achieved - the client was taken to a personal conversation, an appointment was made. What happens to him then is often unknown.

However, how to evaluate the effectiveness of working with the Internet if we do not know what quality of the audience we bring to the sales department? An order for rolled metal products can be either 20,000 or 20,000,000 rubles. Who do we need more?

The World Wide Web has long been a place where even the smallest startups make their dreams come true, but this does not mean that offline strategies have stopped working. If you want to succeed, you must be able to sell your product to people who are not connected to the Internet every day. By developing a marketing campaign outside of the online space, you can attract new customers and ensure high profitability for your business.

Today, we're going to show you 10 of the best offline promotion methods you can use in your marketing campaign right now.

1. Journal article

Why not write and submit an article to the press that mentions your site or company? It doesn't have to be an advertisement: you can act as an expert and make interesting material in your business (for example, if you sell baby strollers - write how to choose them).

Of course, many publications have gone to the web, but believe me, a sufficient number of people are buying printed versions of magazines, especially the 40+ generation.

2. Business cards

Have you already forgotten that you once had them? Or are you one of the startups who never used this attribute of a businessman? Yes, now it is a business card, but you meet people offline, perhaps you hold some events, and it is not always easy to remember the address of the portal and the brand name by ear. Printed products are a much more reliable storehouse of information.

We, of course, exaggerate, but even the laziest entrepreneur should make himself a business card :)

Is a business card a great way to show originality?

3. Creative stickers or stickers

If you have come across with, then you will understand what is meant by "creative stickers". With their help, you can cover your brand in a funny, ironic style. They also include a narrative moment.

A good example of guerrilla marketing is provided by Ax, a brand of men's perfumed antiperspirants that have earned the reputation of being "stunning" for women. What we see:

4. Radio advertising

It is hard to imagine a modern person who drives in a car without musical accompaniment. Listening to records or the radio is as natural as buckling up in a car. If you want to increase awareness among the general public, order advertising on the radio. The prices are different, depending on the level and breadth of the radio station (local or all-Russian).

5. Conducting seminars

Among the events held by brands, educational workshops are the most useful. If you are in the arts or serving B2B clients, you can teach your audience something new.

Give exclusive and free advice. Yes, they are free - in this case, the seminars are not a reason to make money, but advertising and the opportunity to attract interested people, to show yourself as an expert. To engage a wide audience, try offering something beneficial, such as a discount on products or services, to seminar attendees.

For example, Alfa-Bank has been conducting free seminars on financial literacy in 57 cities of Russia for several years. On them, they share some advice on concluding loan agreements and planning a personal budget, and of course, they are promoting themselves, because it is difficult to resist openness.

6. Sponsorship

More and more business owners are realizing the benefits of sponsorship. When you sponsor an event, you build awareness of your brand and build credibility. The media especially love to cover such moments.

Besides, sponsorship helps to find new partners. The picture below shows an event hosted by TechCrunch, a tech news company sponsoring their New Relic brand and giving expensive gifts like the MacBook Pro. Can you imagine what fame they gained?

Returning to Russian realities, such well-known brands as Rostelecom, Megafon, Sberbank, and the Bosco di Ciliegi clothing brand became sponsors of the 2014 Winter Olympic Games in Sochi. This has helped local companies gain worldwide recognition.

T-shirts, pens, notebooks, mugs, coasters with the company logo - all this. Creating and distributing such things helps spread the name of the company like wildfire.

Such promotional materials accelerate marketing. It also helps to attract loyal customers. Do not forget to include the domain name on the products, or, for example, print in limited edition some items with a promotional code for a discount. It will turn out just fine.

So, for example, you know at least one large chain store like Lamoda or MVideo that would sell goods in non-branded packages. And we don't know. And beginners neglect this, and in vain.

8. Cold calls

Nobody likes cold calls, you say? Yes, maybe 5 years ago they were annoying and frightening, but today, when many brands have abandoned personal contact, cold calls will help restore it.

To ensure that this endeavor will be successful for you, think over the tactics of the conversation, etc. Add a little practice and confidence, and you have the perfect meal.

9. Advertising posters

Online advertising is failing? If so, consider real-life billboards in your city. Imagine how much attention you can attract, because thousands of people walk and drive by them every day.
This is a rather expensive "pleasure", but effective.

There are many examples here. The same Russian brand Lamoda or Wildberries, which work only for online sales, often place their posters in cities with different populations.

A lot of new and interesting things have happened in the marketing world lately. An analysis of last year's trends will help to properly adjust the focus in 2017, especially against the background of strengthening the position of the online advertising market, when the task of synchronizing online and offline becomes important and an adequate assessment of the effectiveness of both channels.

ABOUT THE AUTHOR

marketing Director, Avilon Group

Graduated from FGU Moscow State University. M.V. Lomonosov, candidate of sociological sciences. Experience in the automotive industry for 11 years in the companies JV "Business Car" and "Avilon". In 2014 she received the Kotler Awards for the best achievements in the field of marketing and advertising among top managers in Russia as the best marketing director in the automotive industry; in 2015 she received the Runet Prize in the field of "Economics and Business". He is a member of the jury of the Cannes Lions and Silver Mercury festivals, an expert at Kommersant business forums, the Results of the Year project sostav.ru in 2015 and 2016, and the International MICE Geography Show Russia.

communications that better build either product knowledge or sales. If we talk not about advertising communication channels, but about its format, it will become obvious where this year were the priorities of this market. For example, video and audio (they are more often used by importers), which work best for product recognition, have lost their positions less than others; graphic formats showed the biggest drop; and text formats that are effective immediately before purchase (most often used by dealerships) have seen significant growth.

The picture is quite predictable and corresponds to the crisis trends: companies traditionally invest less in the future and collect more current demand.

It is believed that everything in the global network can be estimated, calculated and predicted. Therefore, internet marketers calculate and evaluate each advertising channel. Things are not so good offline. And here, just as 100 years ago, John Vanamaker's statement is relevant: “Half of my advertising budget is wasted. The trouble is, I don't know which half. "

But, unlike our predecessors, we have technologies that allow us to find out exactly which half it is and invest from the budget exactly what really works. It is possible to measure the effectiveness of offline advertising using email marketing.

The current level of Internet penetration and the involvement of customers in it makes it possible to speak with confidence about the use of measuring techniques that use search monitoring and data parsing, intra-site web analytics, telephone tracking of offline advertising, mobile technologies, docking with CRM / ERP systems.

Tools for tracking the effectiveness of offline communication channels

There are a large number of tools for measuring the effectiveness of offline advertising aimed at attracting visitors to dealerships (hereinafter - DC).

Polls or questionnaires. This method is used by all, or almost all. For example, in the business center of the Avilon company not a single customer who calls and will not remain unmarked. The easiest way to find out which ad came to your customer is to ask him. The receptionist enters this information into the CRM when the client contacts the DC (personal visit or call). In any case, the result of the work will be a report on the effectiveness of advertising sources.
The disadvantage of this method is the low reliability of the data. Clients don't always remember where and when they saw your ad. In addition, if you have posted layouts in several magazines, it is unlikely that you will know in which particular publication the buyer saw your ad.
The following method is devoid of this drawback.

Offline ad tracking codes. A fairly simple way is to indicate the code in the advertising layout or place a coupon that the buyer will present to the DC in order to receive a discount, special offer, etc.
A sales manager or service consultant enters this information into an internal CRM when placing an order. Thus, the code is associated with the order and makes it possible to analyze the range of the order, its amount, the average bill from the advertising channel, etc.
After linking the code in CRM, the marketer can build a report on which coupons, how many people have placed orders in the DC and for what amount.
Ideally, it is necessary for each ad medium to have its own code allocated. Thus, knowing the cost of advertising and the income from orders placed with coupons, you can calculate the return on each advertising channel.

Phone number substitution. If DC advertising is mainly aimed at attracting calls, you need to track which advertising company came from this or that call. To do this, you can use a technology similar to dynamic call tracking on the Internet. Several phone numbers are purchased, and a new number is integrated into each advertising message, and everything can be processed in one call center.

In Avilon, the first brand on which we used this technology was BMW, after two or three months we optimized the marketing mix, which made it possible to abandon ineffective channels, and use the freed budget to use those channels that brought more calls. As a result, incoming call traffic grew by 40% without increasing the budget.
In the reports on incoming calls, you can see which phone numbers are calling from, and it is clear which ad is performing better. Unfortunately, a call doesn't mean a sale. And in order to assess the effectiveness of an advertising channel more accurately, you need to understand how much it brings in sales. To do this, you can use the following method.

Phone number substitution with tracking of purchases by customer number. This method builds on the previous one. One of its components is different phone numbers in different advertising messages. The second part is tracking purchases.

So the client calls you on the phone. You will find out on which ad, depending on which number the call was received on. You define and record in CRM the phone number of the calling client (i.e. from which number the client is calling, for example, his mobile). Thus, you get both the customer's number and information, thanks to which ad he called you. Then the client goes to the DC and makes a purchase there. At this moment, you will learn from him the phone number, which will later be the "identifier" of this client. After that, you check the received phone number with the saved phone base for incoming calls. If a customer called you from his number before making a purchase, you will get the desired match: advertising channel - customer - purchase.
Now you have all the necessary data to make a report on the effectiveness of advertising channels.

Internet address in offline advertising. Often, in addition to the phone number in advertisements, we indicate the website address. At the same time, it is important for us to determine after which announcement, as well as how many people went to our site. Most advertisers have their site statistics system that allows them to see the so-called "direct entry" of visitors. This type of traffic assumes that a person interested in information keeps the site address in his head and types it in the browser on his own. We believe that the best results can be obtained from creating landing pages for each type of ad. For example, in a magazine you see the address of the landing page www.store.com/auto1, which leads the user to a specific page on the site, but not to the home page. And if, in addition to this ad, the specified URL has not been used anywhere, you can see the statistics of visits to this page and, with a high degree of probability, say that all the visits of visitors were made after viewing the ad in the magazine.

The page addresses in offline ads on the site can be quite long. Imagine a user typing them into the browser manually, will everyone have the patience to overcome this inconvenience? In addition, it is easier for many to get to your site by typing the domain address, and thus some of the traffic will go there. If you want to get reliable data, use shortened links or subdomains with a redirect to the landing page. It is better to do a redirect with an encrypted UTM tag so that you can immediately evaluate the referral source as an advertising channel in the site analytics system. For example, instead of www.store.com/auto1, one could write sale.store.com, which is shorter and more attractive. And configure the site so that when opening sale.store.com in the browser, the user is redirected to www.store.com/auto1/?utm_source\u003dmagazine1. Then, the source Magazine1 in the site analytics system will mean this ad.

We use a similar technique in the case of DC "Avilon Motorrad" to assess the effectiveness of SMS mailings, if we send a link to the site in the message along with the text. As a result, after each such mailing, we track the response not only by calls, but also by the number of interested clients and who have switched to the site. Next, we analyze their duration of stay on the page, activity, sometimes we look at the information that is most attractive to them on the thermal imager. As a result, we have detailed information about the effectiveness of the sent text and can determine whether our clients are interested in our offer or not. This method is especially indicative if you have a large mailing base, because on a small sample you can test the effectiveness of your message and, if necessary, correct it.

Tools for tracking the effectiveness of online communication channels

Setting indirect goals. We assume that you have a landing page on the Internet, which provides information about your products, DC addresses and, possibly, the number of a single call center. The purpose of the page is to familiarize visitors with the offer. Contact information is not collected here, codes are not issued, etc., that is, there is no specific target action. You can use goal setting tools to measure the effectiveness of such a page and inbound traffic.

Hiding information. One of the most correct options in this case is to come up with some kind of goal. For example, display product offers on a page, and place contact information on another page. Then the transition to the page with the addresses will become the target action.
Similarly, you can hide the phone number in the "Contacts" section or display it after clicking. Even taking into account the fact that this goes against the usability of sites, on which an extra click can reduce the number of people who want to call or see the address of the DC, reliable analytics will give you much more information, we were convinced of this, including the experience of DC Mini by Avilon ".
This gives you two goals that you can optimize and measure your ad against. The criterion is the cost of achieving the goal. In the case of Mini, we determined the maximum threshold for this indicator and, based on it, built advertising placements. As a result, we knew exactly how much we had for this or that action of a potential buyer and how much we were ready to pay for it. This method is very effective with relatively small advertising budgets.

Online ad tracking code... The code is generated depending on the advertising source (for example, depending on the site from which the referral was made, or a keyword in contextual advertising, a UTM tag, or an additional key in a link). The buyer, making a purchase in an offline point, indicates the code that is entered into the CRM, and thus you will generate a report on the most profitable advertising sources.

Code linked to the Client ID of Google Analytics.You can bind the code not to the advertising source, but to the Client ID of Google Analytics. This way, you will link offline sales (or events, for example, a call) from your CRM and Google Analytics statistics. This technology is used in call tracking systems by User ID, which connect the site visitor and the buyer, making it possible to build accurate and detailed reports, including on the effectiveness of advertising channels or on the average time from receiving a coupon code to a purchase, etc.

We live in a multi-channel world, successful companies never use one advertising channel to attract. Usually these are 4-5 channels that interact with each other, complementing each other, and it is important to choose a marketing mix that works specifically for your DC based on the analysis of the effectiveness of online and offline communication channels. All data must be combined into a single analytical system such as Analytics, Metrika, Omniture, Clicktracks, Coremetrics, Unica, Webtrends, or self-written. And the most important thing is to be able to create the correct reports, on the basis of which you can make decisions about the effectiveness of the marketing mix.

Unfortunately, analytics is very often used solely for the sake of analytics, so in order for it to be a truly effective tool for building the entire chain, establish its connection directly with the company's activities.

To link the various types of ad tracking directly to sales, you can create a fairly simple chain. Measuring telephones can be connected to the company's CRM system via IP-PBX; when the manager for receiving calls receives a call, the IP-PBX determines that the phone is a meter for a certain channel and opens the client's card with the source and client ID already entered there. QR codes and tagged links in booklets and banners must be clearly processed by the web analytics system installed on the site, after which requests through the site are lined up in a multi-channel sequence QR code / tag -\u003e site -\u003e electronic application / call / purchase, and again CRM opens a card with the already entered source and customer ID for the order manager. Discount or promotion codes must have a barcode or numbering that the seller uses to activate. Through CRM, information about the purchases made is entered into the trade and warehouse program.

Using a single source of information for measuring the effectiveness of advertising and its relationship with sales allows you to assign clear financial indicators to metrics, simulate various ROI scenarios, and manage traffic.

But despite the significant differences between online and offline communication channels, we are seeing a single customer journey.

Figure 1. The Buyer's Journey: An Ecosystem of Advertising-Purchase Interaction

How to unite two worlds: offline and online?

We may use data about user movements. A number of sources of user location data are currently available, as well as geodatabases in Russia. By combining these two sources of information and comparing the location history of users with the categories of their locations in real life, we can customize the online ads we need for them. Thus, the resulting offline behavioral segments are used online for geo-contextual advertising and creating segments for targeting.

What a marketer can do based on the user's location:

Create new retargeting models;

Create a communication channel with the buyer at the time of making a purchase decision;

Build location profiles for further targeting the audience for the specific tasks of your DC.

With this technology, we can show personalized offers to specific people, at a specific time, in a specific location. It will also allow you to show a specific message on a specific device for a selected online channel.

Despite the differences, online and offline are closely related, and in the confrontation of one against the other, friendship is likely to win, that is, the synchronization of these two communication channels.

Recently, a technology has appeared on the market for synchronizing online (Internet) advertising with offline (TV, radio and other offline events affecting purchasing power). This technology allows simultaneously with TV or radio broadcasting of advertisements to show advertisements for the product on those Internet sites where the target audience is currently located. This is all the existing digital inventory: contextual, media and video advertising, all types of postings on social networks, RTB, mobile and other formats. Creativity for each target audience group is different, plus tests are carried out on which creative the group responds best. With the help of such a tool, an online advertising campaign is synchronized with an offline campaign (for example, a TV advertisement) and allows you to transfer the interest of a potential buyer after a TV advertisement into purchases.

Synchronizing online and offline advertising solves a wide range of tasks, starting with increasing the effectiveness of a specific advertising campaign (cases show an increase in CTR by more than 50%, a halving of the bounce rate, etc.), ending with an increase in sales in general.

Although technologies for tracking offline ads have emerged, it is clear that offline analytics are much less common. Therefore, marketers who implement such analytics tools, as well as begin to fully use the capabilities of online analytics and make friends online with offline, thereby getting closer to John Vanamaker's dream faster than others, and will make most of the advertising channels really effective.

%. Over the past 5 years, the Russian e-commerce market has doubled, up to 920 billion rubles.

Following buyers, the traditional offline business, from FMCG to DIY, is also moving to the Internet.

We will tell you how to go from offline to online and sell carpets for several million rubles on the Internet using the example of the Art de Vivre salon chain.

Client

Since 1995, Art de Vivre has been selling handmade and machine-made carpets, traditional Persian, Belgian and contemporary from designers from different countries - now in collections of over 50,000 items. The cost of some products goes over 1,000,000 rubles. The company has conquered the offline market (about 50 retail stores) and is now launching online sales.

A task

Previously, Art de Vivre sold carpets only in offline stores, but in order to find new customers, the company opened an online store kover.ru with delivery in Russia. The site is also designed to attract partners - interior designers.

Art de Vivre contacted us for the development and implementation of an annual performance strategy. Together we defined the first tasks:

• Be present in all effective advertising channels in the subject;
• To convey to the audience that the carpet is not a relic of the past, but a decoration of the living space;
• Increase reach and brand awareness;
• Set up the correct data collection and get quantitative performance indicators for further goal setting;
• We were required not only to achieve some measurable performance indicators, we need to reach out to the emotions and desires of our potential buyer.

The main difficulties

The problems we had to face were not typical. They are caused by the characteristics of the product and the lack of experience in the field of luxury decor. We have identified the points that were worth paying special attention to:

• Requirements for ad texts. It is important to evoke emotions in buyers, and not to compose standard messages for the context about discounts or a huge assortment. At the same time, maintain efficiency and get good numbers along the entire chain of indicators from CTR to CPO;
• Most of the purchases are offline. The client does not position himself as an online store;
• Lack of experience with carpets. You need to understand the target audience and their needs. Competently formulate advertising messages for each segment;
• The audience does not know the product well. Buyers are not familiar with the assortment, do not understand how to choose the right carpets. As a result, it is difficult for us to explain the price;
• There is no clear understanding of KPI and cost per lead (CPL). In the first months of working on synthetic metrics, we needed to understand the real cost of a transaction;
• Analysis of the target audience, writing a detailed promotion strategy and drawing up a schedule - all this happens even before the start, so we will immediately move on to describing specific works, but during the explanations we will make references to the analysis carried out at the preparation stage.

Stage 1. Start of work

For the project, we have chosen a set of tools and channels to receive targeted traffic - this is the main approach in the project. In the process, we used media, contextual and video channels for advertising, increasing reach and brand awareness.

The plan for the first month turned out to be very busy:

• Collecting the semantic core;
• Creation of campaigns on an agent account;
• Installing extensions and campaign settings;
• K50 connection;
• Creation of a project in the K50 service, synchronization with Yandex.Direct and Google.Analytics. Checking unloading in K50. Connecting the K50 optimizer;
• Checking analytics, the correct operation of all goals and transactions;
• Monitoring file creation, daily monitoring;
• Extending existing semantics through Key Collector, Advse and JustMagic;
• Creation of new ads for extended semantics. Writing relevant texts and headings, selection of images for YAN campaigns;
• Optimization of bids, minus words and sites;
• Fixing completed tasks according to the media plan from monitoring data. Making changes if indicators deviate from planned;
• Optimization of existing search campaigns and YAN. Adding keywords, cleaning search queries and YAN sites;
• Elaboration of remarketing scenarios;
• Adjusting rates to achieve media plan targets and increase business performance;
• Analysis of search queries, adding new keywords and negative keywords.

At the first step, we connected tools based on specific user requests - contextual advertising Yandex.Direct and Google AdWords.

• Yandex.Direct
  • Search;
  • Remarketing.
• Google adwords
  • Search;
  • Remarketing / Dynamic remarketing / RLSA (search remarketing).

This is a typical set of tools that will allow us to take the first steps in setting up contextual advertising. Next, we work out the semantic core, relying on the product line of the salons.

Choosing semantics

We divide the semantics into categories, taking into account the structure and content of the site, the product matrix and user interests. As a result, a list of categories is obtained:

• Brand (including offline points of sale);
• Persian carpets;
• Iranian carpets;
• Handmade carpets;
• Modern carpets;
• Silk carpets;
• Woolen carpets;
• Light carpets;
• Pastel carpets;
• Traditional carpets;
• Vintage carpets;
• Designer carpets;
• Bright carpets;
• Elite carpets;
• Premium carpets;
• Luxury carpets.

Add division by:

We get a pool of standard ads for Yandex.Direct and Google.Adwords without reference to the audience and segmentation by target audience.

Target audience and messages

The core of the target audience is family people with a high level of income. In such a family, the choice is made by women aged 30 and older, who are looking for carpets mainly for the living room and bedroom. The re-purchase cycle is 5-7 years.

In order for the ads to meet the needs of each compiled portrait of the user, we have prescribed a detailed segmentation of the audience by wealth and prescribed all the information we know: attitude to the product, associations, how important the discount is and taste preferences.

Audience segmentation by wealth

Suite

Buy carpets from 1.3 million to 15 million rubles. mostly handmade. Carpets from Iran and India (some items look like paintings). Attitude to the product:

• Want a personalized discount;
• They do not seek to emphasize their status.

Product description:

• Carpets over 1 million rubles;
• Handmade;
• The main countries are Iran, India;
• Materials - silk, wool.

Design preferences: conservative, traditional motives.

Premium

Buy carpets from 250 thousand to 1 million rubles. handcrafted from India, Nepal (trendy modern designs) and China (Chinese carpet designs are not popular, they have big discounts). Attitude to the product:

• Decorating your home, life, comfort, tradition;
• They perceive the carpet as art, an art object. Aesthetics are important, emphasizing the style of the interior;
• Association with comfort, softness;
• It is important to present it as an exclusive, unique, certified product;
• Appreciate the authoritative opinion of the designer, listen to the choice of the Architectural Digest editors (associations with global trends);
• Want a personalized discount;
• They do not seek to emphasize their status;
• Taste preferences: 50% - conservatives, 50% - innovators. Innovators prefer rugs with non-classic designs.

Product description:

• Carpets from 100 thousand rubles. up to 1,000,000 rubles;
• Mostly handmade;
• Countries - everything except Poland and Israel;
• Materials are everything. except for cotton, acrylic, viscose and synthetics.

Design preference: traditional but sophisticated motives.

Average plus ("mass market")

Buy carpets from 18 thousand rubles. and up to premium. Three groups can be distinguished: budget up to 28 thousand rubles, average up to 25 thousand rubles, solvent up to 50 thousand rubles.

• Countries - Belgium, Turkey, Iran;
• Materials - synthetics, viscose, wool (reproduction);
• Appreciate functionality, durability, ease of cleaning;
• Discounts and promotions are important.

Product description:

• Carpets up to 100 thousand rubles.
• Hand-made, machine-made;
• All countries;
• All materials, mainly inexpensive wool, acrylic, viscose, cotton, synthetics.

This detailed description of audiences helps to make ads more relevant, we offer users exactly what they want. Of course, this is not the only factor that affects the effectiveness of a campaign. Therefore, we follow on.

We use a unique offer

• Carpet repair, cleaning, maintenance services;
• Answers to questions and consultations in WhatsApp and Telegram messengers;
• Atelier service for carpets: you can change the size of the carpet, remove the fringe, and so on;
• Restoration of carpets (there is a master from Iran).

Armed with information about unique offers, expectations and needs of potential target audience, we write emotional ads for each segment.

We receive positive feedback from the client and understand that we are working in the right direction, then we will check on real numbers.

In general, we at CubeLine Agency are of the opinion that the client is always more competent in his field - therefore, in any subject, we actively advise on all matters affecting the business component of the project. The Art de Vivre team organized us several visits to their salons, for which many thanks to them.

We were able to talk with consultants, get to know the product better, and see the buyers live. And, of course, we were actively consulted in the process on all the features of the product and interaction with the audience during the sale.

We create creatives

In addition to text ads, it was important to create memorable creatives for display in all advertising systems based on audience values \u200b\u200band brand messages:

1. Family comfort, coziness;
2. For the luxury segment - + investment;
3. Trend, fashion, style, interior decoration.

The designer and copywriter made different banners for the priority categories:

Naturally, making 1-2 banners is not our option.

We have developed many options for testing messages, creatives, call-to-action:

Stage 1 results

At the first stage, we launched text ad campaigns and developed vibrant creatives for each audience segment, paying special attention to brand ideology and customer needs. With the campaign statistics we needed so much, we were able to pinpoint the starting points and continue to work on ad optimization.

It was possible to optimize campaigns only according to Google Analytics data (number of transactions, income, average check). We also looked at what channels the calls were going through using Calltouch, but did not know if there was a purchase in the end. Also, the number of clicks to the "Contacts" section did not indicate how many people came to offline stores. That is, we need to correlate the sales in the showrooms and the results of advertising campaigns.

Stage 2. Data analysis and connection of additional tools

After the first months of work, we analyzed the relationship between organic and paid traffic. Having looked at the interaction of the context and organics in the context of transactions and targeted actions, we realized that the two sources are closely interconnected and most often the context attracts users to the first interaction (acquaintance) with the site, and transactions (conversions) are made on organic traffic.

We also analyzed the chain of transitions from different sources in order to track the path of the user to the purchase. More than 50% of transactions (with ads and organic traffic) involved more than 2 interactions with different sources.

Based on this data, and after developing search advertising campaigns with keyword targeting, display media with keyword targeting, audiences by interests and topics, we launched additional tools in contextual and targeted advertising, as well as videos on YouTube.

The list of inventory, of course, turned out to be impressive:

And in order to further increase the reach and customer loyalty, we began a detailed study of remarketing campaigns in contextual and targeted advertising systems.

A rare user will decide to purchase a carpet on the very first visit to an online store. Such a purchase is preceded by a long decision-making cycle, so by connecting remarketing, we set up several scenarios at once:

We highlighted audiences by abandoned carts, filters, designer audiences, and created audiences for category remarketing.

A unique set of banners is developed for each scenario:

Pastel:

By setting up various remarketing scenarios, we significantly increase the time a brand contacts with a potential buyer and increase the chances of a conversion. Then we move on to setting up other performance marketing tools.

Watching YouTube Videos

As you may recall, one of the objectives was to increase the reach and brand awareness. To do this, we have connected a new performance marketing channel - video advertising. The main goal of YouTube video ads is to increase reach and attract new audiences.

The main audiences we showed the video to:

• DIY Designers;
• Lovers of elite recreation;
• Lovers of ski resorts;
• Connoisseurs of the beauty industry;
• Investors;
• Buyers of luxury goods;
• Shopaholics;
• Fashion fans;
• Connoisseurs of fine and theatrical art.

Themes of the videos:

• Home renovation: floor coverings;
• Services for the home and garden: architectural services;
• Services for the home and garden: carpet laying;
• Services for home and garden: interior design;
• Jewelry.

We then selected the remarketing audience that watched the video. For them, separate campaigns were created in the AdWords system and information about discounts and promotions was broadcast.

Well-developed regional campaigns and their trial launch showed positive dynamics in CPO and sales revenue.

results

As a result, in 3 months it was possible to achieve a decrease in CPO by 25% and at the same time maintain a further trend towards a decrease in the cost of an order and an increase in the total number of transactions.

And if in more detail:

• January. The average check across all ad systems grew by 45% compared to December;
• February. The transaction ratio increased by 58.8%, the number of transactions increased by 26.4% (compared to January). Total income increased 28%;
• March. The average check for all advertising systems, in comparison with February, increased by 19%. The total system income remained unchanged. Associated income from advertising campaigns, compared to February, is 134% higher;
• April. The total number of transactions, including associated ones, increased by 17.94%. CPA remained at the same level;
• May. Aggregate CPA reduced by 10%. The number of transactions increased by 7.5%.

Even when measuring only direct transactions in an online store, which is not particularly correct, since the main purchases were still made offline, the ROI of campaigns was about 270%. Together with Art de Vivre, we have proved that carpets for several million rubles can and should be sold via the Internet.

Kantarovich D.B.

E-Commerce Director:

Output

Going online was the perfect solution for ART de Vivre. The colleagues gained new clients, increased sales in boutiques and created a foothold for business development.

We sincerely hope that this case will serve as an example for those who have not yet made a final decision and have doubts about the effectiveness of an online presence for any business, regardless of the specifics of the market or product.

Let's take a step back and imagine what two main dreams any advertiser has. The first dream is to be able to target advertising not only to those who were looking for, for example, a refrigerator on the Internet, but also to "get" advertising to those who physically came to the refrigerator department in the store and spent more than two minutes there, that is, he showed real interest in the product. Thus, the advertiser would like to collect an offline audience, and then launch certain online advertising on this segment. Target audience concentration places can be refrigerator or diaper departments, food courts of shopping malls, car dealers, concerts, marathons or any other offline events - in each of these places in the physical world, at a certain point in time, those people appear who are the target audience for baby food manufacturers or washing machines, fast food or auto parts, joggers, etc.

The second dream of the advertiser is more obvious - he wants to understand how many people from those to whom the advertisement has been shown on the Internet have reached the advertised store, restaurant, car dealer or brand department, that is, to measure the effectiveness of online advertising. This is what we call O2OC - Online To Offline Conversion (conversion from online to offline).
To bring these two desires to life, you need a single ID that works both in the virtual and in the real world, and, on the one hand, is suitable for advertising, and on the other hand, it allows you to identify a smartphone in a physical location.

Some companies use the Wi-Fi MAC address to build an online-offline bundle, but there are several alternative methods and technologies based on video analytics, analysis of card transactions, etc. None of the technologies gives 100% coverage of the visitor audience - some are not on social networks, some are walking with a push-button telephone instead of a smartphone, some are paying in cash. It is beneficial to work with the Wi-Fi MAC address, since, on the one hand, the penetration of Wi-Fi is already quite large, which gives good coverage, and on the other hand, the MAC address is not part of personal data, and this greatly facilitates the task.

In Europe, the attitude to whether the MAC address is included in the segment of personal data or not is now twofold - depending on the country, but everything is going towards tightening the legislation, if you think in terms of the GDPR (General Data Protection Regulation - new European regulation on the protection data). Many companies are ready for this, and not only "hash" all MAC addresses directly on the equipment, but also use several special mechanics and algorithms for further data depersonalization, which makes it possible to work even in Germany, probably one of the most regulated in terms of work. with country data.

Various governments, PD commissions, organizations and smartphone manufacturers are erecting various restrictions both in the legal field and in the technology, ostensibly to improve privacy (privacy), in fact, building their own ecosystems. All the "giants" not only develop tools on their own, but also actively buy up those companies whose technologies can be used in one way or another to link online and offline activities.

For example, Snap bought Placed in order to enhance its own product Snap To Store, the only declared goal of which is to measure how many of those who saw the ad then made it to the advertised restaurant or store. Google also uses a solution to measure conversion from online to offline using the analysis of credit card transactions, hiding behind the usual statements that it "does not monitor" specific purchases and everything is, as always, aggregated. Whatever name you put, but the meaning is again the same - which clicks and on which ad led people to the advertised store. Of course, there is Facebook, which pursues exactly the same goals of measurable travel from online to offline.

A new concept is being introduced - offline-to-online retargeting, which will become an industry standard. There are many examples of buying companies and creating their own products, but the meaning is the same - any advertiser needs physical accessibility from impressions to visits to the store. This transparency can certainly create fear in almost the entire chain of players creating and placing ads - platforms, agencies, etc. Many continue to believe that the world of digital communications will remain poorly measurable or not measurable at all for a long time, and it will be possible to continue telling brands about reach and clicks, and not about conversion and true efficiency at all, but, fortunately, this is just ordinary resistance to change, which inevitably becomes a thing of the past.

First cases

Here are some examples of advertisers who have overcome this fear and are truly committed to making effective use of their ad budgets online.
It is impossible not to mention the case of the American restaurant chain Wendy’s, when Wendy’s, using Snapchat geofilters, counted 42 thousand users who viewed ads and then came to the restaurant for hamburgers.
It is pleasant to note that there is no usual lag behind the West in this area in Russia, on the contrary, we have even more examples. For example, Yves Rocher, together with NPO Analytica and digital agency Da! Skipper, uses offline audiences to drive traffic to physical stores, and then monitors how many people reached stores using myTarget tools. For each of the Yves Rocher stores in Moscow and St. Petersburg, a special advertising campaign was created, taking into account the name of the shopping center in which the store is located. NPO Analytica provided regular visitors to these shopping centers for targeting the audience: those who were registered in them by sensors, but never entered the Yves Rocher store. To these audiences, DA! Skipper advertised information about a specific Yves Rocher store.
“We can finally get a picture of the real effect of online advertising campaigns on offline behavior,” says Elena Slaboda, director of brand marketing and e-commerce at Yves Rocher in Russia. - The results turned out to be completely new and, of course, give new ground for thought. There is also a real opportunity to measure what is happening, and therefore to influence efficiency. It turned out that for some advertising campaigns О2ОС (Online to Offline Conversion, that is, physical "reach" to stores among those who were shown ads) is 7.5 times higher CTR (click-through rate - an indicator of click-through rate). An extremely interesting metric turned out to be the share of those who entered the store among those who saw the ad. It is four times higher than the usual share of visitors to some stores. In fact, the increase in the conversion of the storefront among those who have already seen the ad, compared to the conversion of the storefront among all visitors and passing by, directly indicates that this online advertising has worked effectively. "
Brandshop, a popular online clothing store that also has one physical point of sale, also actively uses the possibilities of linking online and offline. Being outside of the powerful streams of shopping malls' visitors, Brandshop nevertheless found an opportunity to attract regular visitors to those malls where their target audience is through a combination of online and offline. Constant measurement of the "physical reach" of those who viewed the ad to the store allows you to quickly "tweak" advertising messages, increasing their effectiveness.
“It is very important for us to measure the user reach to our offline point, we have one, in the city center,” says Anton Ushakhin, Marketing Director of Brandshop. - We try to use all the possibilities and technologies to immerse an online user in an offline store. It is a pity that not all large traffic providers respond quickly and efficiently to such things and provide an opportunity to test the technology - and if MyTarget has been automatically accepting DMP for a long time and everything is fine here, then Yandex works a little slower in this regard. I would like more data, because MyTarget is only part of the traffic - the more data, the more numbers.
If we talk about the data that we have already received, then we rather confirmed our theory that all our customers in the store are not passing traffic, but the users of our site - we are convinced of this and now we understand in which direction let's move. "

Opportunities and risks of using audit data

In November 2016, Mail.Ru officially announced the possibility of measuring offline conversion, and over the past couple of months Yandex has also joined the game with external data. First, Yandex announced the possibility of creating segments based on data from external providers (DMP) and using these segments for targeting in Yandex.Display, then the myTarget service also opened advertisers access to the marketplace of external audience segments provided by data providers.

Strictly speaking, a huge amount of data is accumulating, audience segments that are almost not controlled by anyone and their creation is not regulated in any way, and it is often difficult to understand exactly how these segments were created. We see that at the moment there is an array of information in the public domain, which, if you nevertheless follow some general ethical standards, should not get into the public domain.

The online / offline market is fairly new, and the risk that one black sheep will spoil the still small herd of companies supplying external segments is too great. Let's try to outline the main points when forming audience segments from offline data, which, in our opinion, are allowed and which are strictly prohibited.

Obviously, if a provider of external data collects offline data, for example, in one network of elite fitness clubs, then it cannot be published in the public domain in the segment called “Visitors of elite fitness clubs”. It is also confusing if an external data provider collects offline data in three networks of elite fitness clubs and still posts a segment called "Visitors to elite fitness clubs", explaining that this is a hodgepodge of several companies, that this is anonymized data, etc. etc. Unlike the first case, such a data provider deceives not one chain of elite fitness clubs, but all three, and, it seems, does not understand the meaning of the term "anonymized data" very well.

Another example is a premium-level shopping center, for the audience of which there is a queue, since it is interesting for targeting advertising to premium restaurants, car brands, the fashion segment and many others.

For any supplier of external data, the temptation to make quick money on providing such data to anyone is quite large, and, unfortunately, the only control that can be exercised is if such a shopping center itself periodically wonders what the mysterious segment of the “luxury audience” consists of. made public.

If the data provider cannot give a potential customer-advertiser a clear and unambiguous answer about the origin of the data, most likely this segment is from the "gray" zone, and the true owner of the data does not even suspect that his data is being used to unroll ads.

Here, by the way, there is another rather important side of the issue. Companies are often asked how they handle personal data, how it is stored, processed, etc. In the case of working with MAC addresses that are not personal data according to 152-FZ, this is slightly irrelevant, but those audience segments that can be created in an impersonal form are often much more important for advertisers than ordinary personal data.

It is the ability to "cut" arbitrarily small (and precise) segments, targeted advertising for which can very accurately get into the required target audience, that is interesting for advertisers.
If we talk about privacy, then for individuals it is necessary to create an opportunity not to fall into any segments at all and to protect themselves from advertising, no matter how targeted and relevant it is. For this purpose, an opt-out option is usually provided (the ability to exclude oneself from statistics) by the MAC address, and this MAC address will simply be erased from all created segments automatically (a kind of ad blocker).

The online and offline bundle market is rapidly evolving, and advertisers from completely unpredictable areas are starting to take advantage of this - from book applications to energy drink manufacturers, from very small auto parts stores to top 10 car manufacturers, from exhibition centers to online stores of goods for pregnant women. Now we see only a fraction of the percentage of those who have already started using it and have already seen the first results that greatly change the idea of \u200b\u200badvertising on the Internet and its effectiveness. The future, apparently, lies in the combination of technologies (video, Wi-Fi, BLE, applications, data from mobile operators, etc.), that is, for the omnichannel data acquisition, and a bunch of various identifiers together.

“Everyone has long understood that the effect of online advertising goes deeply into offline - all that remains is to prove it and measure it,” notes Mitya Gorelik, head of MGCom agency. "Just a couple more leaps and bounds, and digital's well-deserved share of 50% of ad budgets will be achieved."

“For loyalty programs, the use of such technologies opens up great opportunities. - He speaks Maxim Zakhir, General Director of Lanit OMNI. - You can get deeper analytics about the behavior at the time of shopping or reach that part of the loyal audience that has refused marketing emails. It's no secret that about 20% of loyalty program participants initially refuse marketing communications or unsubscribe later, especially if the retailer is behaving too intrusively. And we get the opportunity to inform buyers through other channels - for example, through the Yandex advertising network or Mail.Ru to convey to them information about upcoming promotions, the opening of a store near the house, etc.

For a retail network, it is of fundamental importance to obtain as much information as possible about your customer, and WI-FI analytics technology is an excellent source of data for this. Moreover, this is data not just for the sake of data, but data that can be a message for action. This is also hyperlocal communication - an advertising message delivered at the moment a buyer is in a store or nearby; it is also targeted advertising on the Internet.

Interestingly, this technology allows you to work not only with the audience you already know, but also to recruit new customers. And this is an undeniable advantage.
The requirement of time is the omnichannel construction of a retail network, and modern loyalty programs also serve to achieve this goal - uniform conditions of service, write-off and accrual of bonuses, other purchase conditions at any point of sale, be it a retail outlet, an online store or ordering goods through a call. Centre.

Different sales channels united by the loyalty program stop competing and start “hitting the same target” - they increase overall sales, offering the buyer the maximum convenience in choosing, comparing products and using the supply chain ”.

“We have been actively involved in the O2O business since 2015, when we introduced mechanics to the dealer network of one of our major automotive customers,” says Mikhail Shklyaev, Head of Data Lab Dentsu Aegis Network Russia. - Such attribution (on the effectiveness of specific sites and formats for physical traffic to the client's points of sale) allows you to significantly differently optimize placements, making decisions not on secondary signs such as post-click, but directly linking the display of advertising and the frequency typed by each client with the results in visits and their final quality (from time to point to sales).
From our point of view, subject to relatively stable regulation, these mechanics over the next three to five years will fundamentally change not only how advertising works and is optimized (including offline), but also how the customer experience will look inside the point of sale. " ...
“I think that advertisers' dreams are slightly different from those indicated in the article, even if we narrow down all the“ souls of beautiful impulses ”to marketing, - says Vadim Melnikov, managing director of OMD Resolution. - The advertiser wants to show ads to the target audience, and - the flip side of the coin - not to show the non-target audience. To a large extent, this really helps to be able to link the location of the phone with something else that we know about the user. At the same time, of course, understanding the location of the phone is not a panacea, but it is a serious source of data that, in the right hands, can significantly improve the advertising process.

In our opinion, the independence of the provider of such data is an extremely important factor, since none of the advertisers will want to fall into the trap of the walled garden here, just as they do not want to allow data leakage about their users to a competitor.
Also of significant importance is the measurability of online advertising mentioned in the article. This is still not the answer to my favorite post-campaign question "So what?", But it's a big step. And we already have every reason to wait for the “purchase after viewing ad” metric.
So far, there are still no seamless mechanics of connecting online with offline advertising and measurements in this bundle, and users do not all go with Wi-Fi or Bluetooth enabled, but the first pilot projects in this direction are encouraging. "