AWS Korea
Online event registration campaigns using multi marketing channels.
- Industry: IT
- Marketing Goals: Promote Online Events, Acquire Registrations(=Lead)
- Display Ads, Vertical Media Ads, Targeting/Retargeting, Data Analysis
Challenge
Every quarter, AWS Korea held free online conferences for potential domestic customers on cloud entry, key concepts and best practices, and migration. Although each campaign had different main target segments, many IT industry workers needed to register for events.
Solution
Media plan specific to the target segment
To increase the registration of specific target segments, we designed a media plan that utilizes targeted display ads and vertical media centered on the IT industry.
Improve campaign performance based on customer response data
The number of ad clicks is not associated with the number of event registrants. We operated campaigns focusing on the final goal of registration conversion rather than the results of advertisements such as click count, CPC, and CPM. We set up tracking URLs for each media and ad creative to clearly understand marketing efficiency, and optimized performance by updating the creative based on the actual response data of the customer.
Examples of content.
AWS Korea
Online event registration campaigns using multi marketing channels.
Challenge
Every quarter, AWS Korea held free online conferences for potential domestic customers on cloud entry, key concepts and best practices, and migration. Although each campaign had different main target segments, many IT industry workers needed to register for events.
Solution
Media plan specific to the target segment
To increase the registration of specific target segments, we designed a media plan that utilizes targeted display ads and vertical media centered on the IT industry.
Improve campaign performance based on customer response data
The number of ad clicks is not associated with the number of event registrants. We operated campaigns focusing on the final goal of registration conversion rather than the results of advertisements such as click count, CPC, and CPM. We set up tracking URLs for each media and ad creative to clearly understand marketing efficiency, and optimized performance by updating the creative based on the actual response data of the customer.
Examples of content.