Segmentation Approach
Data Analysis
- CRM data
- Website & media data
- Third party data
Persona Development
- Pain points
- Psychographics
- Demographics
Journey Mapping
Journey Mapping
- Media touchpoints
- Purchase path duration
- Communication preferences
Channel Prioritization
Evergreen
Test & Learn
Test & Learn
Low Risk & Known Payback
Test & Learn
Test & Learn
Test & Learn
High Risk & High Potential
Long-Term Investments
Long-Term Investments
Long-Term Investments
Medium Risk and Long Payback
Backlog
Long-Term Investments
Long-Term Investments
High Risk and Unknown Potential
Activation Fuel
Evergreen & Long-Term Channels
Evergreen & Long-Term Channels
Evergreen & Long-Term Channels
Only executing evergreen and long-term channels will take us where we're going. It will just take a long time.
Adding Test & Learn Channels
Evergreen & Long-Term Channels
Evergreen & Long-Term Channels
Adding test & learn channels to the media mix has the potential to get us where we're going faster. The key is to be responsible and fail fast.
Content Philosophy
E-E-A-T
Consistently Tailored
Authentic
- Experience, Expertise, Authoritativeness, Trustworthiness
- It makes algorithms happy
Authentic
Consistently Tailored
Authentic
- User Generated Content
- Social proof
- Contextual tone
Consistently Tailored
Consistently Tailored
Consistently Tailored
- Consistent look-and-feel
- Platform tailored
- Seasonal & geo relevant
Launch Recipe
Launch What Works
Replicate the Successes
Launch What Works
Refine the Recipe
Replicate the Successes
Launch What Works
Replicate the Successes
Replicate the Successes
Replicate the Successes