Conference downloads

Keynote speeches and sample downloads

Lesson: Digital’s Web Advertising Conversion Funnel

Lesson: Digital’s Web Advertising Conversion FunnelIntroducing a simple framework for best practice in online advertising and media planning. We use this model to explain the relationship between online advertising, traffic and sales. The advertising process in digital channels mirrors what marketers know from classic channels, and by unpacking the advertising effect into a funnel that describes the steps from ad attention, through advertising persuasion to sales results, marketers can better see the role advertising and the web plays in generating increased business.

funnel%20757p.JPG

These notes are the handout material that accompany a lesson at the Digital Training Academy. We developed Digital’s Web Advertising Conversion Funnel several years ago to help marketers understand the role of click-throughs, their own website and how advertising can help boost business results. Many brands still see their own websites as being the place to create brand impact and change brand perceptions, but we would argue that it’s often smarter to ‘fish where the fish are’ and take the message to the audiences inside online media sites.

Download Digital’s conversion funnel after reading the explanation

The model is based on work by the Advertising Research Foundation in the US, and has its roots in classic marketing. Reading it from right to left, everything is channeled in to creating a sales result. That might be a sale, a provisional booking, a test drive, a consultation… but for the customer to have reached this point there must have been some advertising response. Typically on the web marketers consider ‘clicks’ a response, but there are numerous alternatives. These could be the interactions with rich media ad formats, the interaction with a widget ad format, or the leaving of data inside an ad itself.

In order to have reached that point a customer must have been persuaded to trust the brand, suggesting brand image effects have been achieved. In order to get to that point they must have paid attention to the advertising either consciously or unconsciously. This in turn means a section of media carrying the ads that reached them, which is where the media planning comes in.

· A media schedule that reaches the customer, creates…
· An opportunity for the communication to be seen, and…
· Impactful media space, combined with great creative creates…
· Advertising attentiveness and gives the chance for…
· Higher brand awareness, and…
· A strong brand uplift or endorsement and…
· Effective advertising persuasion creates…
· An advertising response creates…
· A sales response

The process is simple, but by viewing the role of online advertising through this lens, marketers can focus on the precise goals and effects for each step in the chain.

Download handouts that summarise key points from this Digital Media Planning Academy | Online Classroom for general digital media planning: Discuss the ideas from the full workshop, and add comments | Ask us about measuring the skills of your team, management coaching, or in-company training in digital marketing | Contact Danny Meadows-Klue with your digital marketing questions

<
>
Copyright ©2000-2019 Digital Strategy Consulting Limited | All rights reserved | This material is for your personal use only | Using this site constitutes acceptance of our user agreement and privacy policy