Iva Obrovac

Iva Obrovac

Iva Obrovac

404 agency | Zagreb

Team leader of the 404's performance marketing team with 5+ years of work experience in digital marketing. Since 2015. a Google Certified Trainer that has handled numerous offline and online training sessions for agencies, business individuals and students. Often a guest lecturer at Faculties and speaker at conferences.

How to plan successful cross-channel digital advertising campaigns

The presentation will talk about how do different advertising channels work together towards the same campaign or business goal and why companies should always consider going cross-channel to cover full consumer journey and micro-moments. The main point of the presentation we'll be put on defining digital advertising strategy through a marketing framework for which you should always predefine different tactics, creatives and targeting for different customer journey stages. Today a lot of companies only cover Do stage in the customer journey and don't cover any other stages. Earlier you start connecting with your customers, the sooner the brand affinity will begin. We'll talk about creatives, channels, targeting and how to setup KPI's correctly. In the end we'll share a couple of tips for what to do if your campaign is working ok or not working at all.