See you on the YouTubes
In my last post, I briefly touched on the way advertisers are using both search and other media to create cross-channel initiatives that take advantage of the unique benefits of multiple advertising formats.
Here’s an example of how that works. Take a look at this TV spot that Toyota recently produced to promote its new Scion xB and xD vehicles.
Notice how at the end “Zeus” lets you know that he’ll “be over on the YouTubes.”
That’s an excellent demonstration of techniques for tying online and offline media initiatives. You can easily envision myriad ways the Scion team will be tracking user behavior across all media channels, such as social, display, and search.
But tracking itself only puts your campaign into first gear. To really break the speed limit, you need identify how all these interactions influence customers through what we call the “customer experience funnel.”
This diagram shows how this works throughout various stages of the purchase decision. There are various stages – building awareness, engaging with prospects actively considering your brand, and finally, encouraging them to take action.
Optimizing ad spend through all of these channels requires isolating and attributing weights to each specific interaction by using the right technologies such as cookies and pixels.
At SearchForce, our technology features the “Pathtracker Pixel .” This ties clicks and interactions throughout the customer experience funnel. With more accurate data, you can make more informed decisions and allocate your ad spend to the highest performing channels.
So keep this customer experience funnel in mind as you explore new advertising opportunities. I plan to follow the Scion campaign to keep tabs on what Zeus is doing on the “YouTubes,” and I’ll keep you posted.