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SEOzone 2015: Lean digital marketing

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New trends in online behavior force us to rethink digital marketing

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SEOzone 2015: Lean digital marketing

  1. 1. Andraž Štalec @andrazstalec LEAN DIGITAL MARKETING
  2. 2. WHAT IS THE PRICE OF MICROWAVE OVEN GE PROFILE ADVANTIUM 120?
  3. 3. SEARS BEST BUY AMAZON $899,99 $809,99 currently $870,08
  4. 4. CONSUMER BEHAVIOR HAS CHANGED
  5. 5. FUNDAMENTAL CHANGE
  6. 6. +44 % CONVERSION RATE +160 % REVENUE +85 % SESSIONS
  7. 7. MARKETING WAS NEVER EASY
  8. 8. 80 % OF CONVERSION PATHS INCLUDE MORE THAN 1 DIGITAL CHANNEL
  9. 9. DIVERSITY 10.600 different keywords are used by users to access a website
  10. 10. EACH BUYER IS DIFFERENT 3.703 different conversion paths on average
  11. 11. UNDERSTANDING THE CUSTOMER How to catch the important moments?
  12. 12. VGL BRAND WLTM CONSUMERS WITH GSOH FOR LTR VGL - Very Good Looking WLTM - Would Like To Meet GSOH – Good Sense Of Humour LTR - Long Term Relationship
  13. 13. SUCCESS RATE Only 15,15 % of website visitors start a checkout process
  14. 14. ONLY 11 % OF VISITORS WHO START A CHECKOUT PROCESS ALSO FINISH IT
  15. 15. WHAT HAPPENS WITH THE OTHERS? 99 % USERS DO NOT FINISH THE PURCHASE
  16. 16. 89 % OF USERS ABANDON CARTS WHAT ARE WE GOING TO DO?
  17. 17. ESTABLISH METRICS TO UNDERSTAND USERS
  18. 18. TRACKING CONSUMER DECISION JOURNEY MICRO AND MACRO CONVERSIONS DATA
  19. 19. Understanding user behavior throughout the entire CDJ Number of interactions Length Transactions
  20. 20. Micro & macro conversions
  21. 21. Micro & macro conversions
  22. 22. Micro & macro conversions matrix NEW FOLLOWERS GALLERIES BROWSED REVIEWS & RATINGS EMAIL SIGNUPS SOCIAL ACTIONS VIDEOS WATCHED BOOKING CONTACT FORMS SUBMITTED CATALOGS DOWNLOADED INFO REQUESTED Long term Short term Medium term DO THINK SEE
  23. 23. DOTHINKSEE Cost per Acquisition Bounce rate Checkout Abandonment rate Revenue Macro conversion rate CTR Page Depth Engagement Micro conversion rate % of New Visitors Reach & Frequency Events per Visit Days to Convert % Assisted conversions Define metrics for all stages of CDJ
  24. 24. Discovery Unique visitor 1 Unique visitor 2 Unique visitor 3 First purchase Return purchase Loyal purchase Session-based analytics
  25. 25. Discovery Unique user First purchase Return purchase Loyal purchase User ID: 123456789 User-centric analytics
  26. 26. FIRST CLICK LAST CONVERSION DISPLAY STORE
  27. 27. 1 2 3 26 % bounce rate 14,42 pageviews per visit 135 % increase in CR 4 45 % increase in number of transactions TENISICE.HR Conversion optimization
  28. 28. TARGETED ADVERTISING THROUGHOUT THE CDJ BETTER PERFORMANCE AND BETTER ROI BETTER UNDERSTANDING OF USER BEHAIVOR Where are the benefits?
  29. 29. GET INSIGHTS
  30. 30. AGGREGATED DATA Metrics like CPA and CR don‘t say a lot…
  31. 31. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
  32. 32. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
  33. 33. 38,64 % 29,11 % 11,79 % 10,79 % 6,64 % 1,42 % 1,40 % Organic Paid Referral Direct Email Social Display Income by digital channel Ecommerce trends 2015, Red Orbit
  34. 34. MAJORITY OF „LAST CLICK“ CONVERSIONS ARE MADE VIA BRANDED TRAFFIC BUTOTHER CHANNELS LIKE NON-BRANDED TRAFFIC, SOCIAL MEDIA AND DISPLAY NETWORK PLAY CRUCIAL ROLE AS ASSISTED CONVERSIONS
  35. 35. 64 % CONVERSION PATHS INCLUDE NON-BRANDED VISITS
  36. 36. Outcomes report
  37. 37. Outcomes report
  38. 38. DOTHINKSEE DISPLAY SEARCH ADS SEO FACEBOOK ADS SEO EMAIL DISPLAY DISPLAY SEARCH ADS SEO SOCIAL FACEBOOK ADS FACEBOOK ADS EMAIL Digital Channels
  39. 39. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
  40. 40. When do we access internet? Online user behaviour 2014, Red Orbit
  41. 41. What is our purchase behaviour? Online user behaviour 2014, Red Orbit
  42. 42. Enhanced Ecommerce WEATHER PRODUCT DATA PURCHASE PRICE …
  43. 43. Blog content quality
  44. 44. 1 2 3 40 % OF VISITORS visit webiste more than 5 times before they purchase 33 % OF TRANSACTIONS happen within a day 54 % OF VISITORS visit webiste more than once before they purchase 4 14 % OF PURCHASE CYCLES last more than 7 days How do buyers BEHAVE
  45. 45. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
  46. 46. 1x 2x New visitors Returning visitors 1x 2,5x Non-branded visits Branded visits Conversion rate based on user segment
  47. 47. 0,44 % 0,78 % All visitors Visitors who clicked on a specific Ad Influence of ad content on conversions
  48. 48. 1,58 % 1,97 % Visitors who came through channel A Visitors who came through channel B 2,44 % Visitors who came through channel A and B 2,81 % Visitors who came through channel A and C Influence of digital channels on conversions
  49. 49. Influence of weather on conversions
  50. 50. OPTIMIZE USER EXPERIENCE BETTER USER TARGETING Behaviour Outcomes OPTIMIZE DIGITAL MARKETING Acquisition Why?
  51. 51. ADAPTING THE CONTENT What if the user is not ready to buy?
  52. 52. HOW GOOD ARE WE?
  53. 53. if $bounce_rate >= 50 % then we suck
  54. 54. HOW? WHAT? Think Do WHY? See Types of content
  55. 55. OSKAR¸TRAVEL AGENCY Diversify the content
  56. 56. 1 2 3 42,11 % Increase in the number of transactions 55,00 % Increase in income 32,96 % Increase in organic traffic OSKAR¸TRAVEL AGENCY Diversify the content
  57. 57. 1 2 3 22.000 video views per month 13.000 articles are read each month 2.486 % increase in traffic 4 37 % bounce rate BIGBANG.SI info portal
  58. 58. HELPING CUSTOMERS THROUGHOUT CDJ BUILDS YOUR REPUTATION
  59. 59. ADAPTING THE MARKETING What is our goal?
  60. 60. TARGET GROUP GOAL USER NEED MESSAGE DIGITAL CHANNELS TARGETING KPIs CONTENT Digital Marketing Framework
  61. 61. DOTHINKSEE People who use our, similar or substitute products People who use our, similar or substitute products and are THINKing they need a new product People who use our, similar or substitute products, are thinking they need some & are looking to BUY THEM RIGHT NOW Target group
  62. 62. DOTHINKSEE Build brand awareness Build brand/product preference & engagement with a brand Increase sales Goal
  63. 63. DOTHINKSEE Feel connected with a brand Learn more about the product/category Get best deal possible User need
  64. 64. DOTHINKSEE Creative that builds emotions Creative encourages research & engagement Creative focusing on product & offer Message
  65. 65. DISPLAY SEARCH ADS SEO FACEBOOK ADS SEO EMAIL DISPLAY DISPLAY SEARCH ADS SEO SOCIAL FACEBOOK ADS FACEBOOK ADS EMAIL DOTHINKSEE Digital channels
  66. 66. DOTHINKSEE Affinity categories Interest categories Demographics In-market buyers Interest categories Display keywords Topics Placements Remarketing Informational Searches Category KWs Mid-funnel KWs Problem/Solution KWs Search Remarketing Remarketing Transactional Searches Brand KWs Product names Lower funnel KWs Search Remarketing Targeting
  67. 67. DOTHINKSEE Reach & Frequency Brand Search % New Visits Number of mentions Number of leads Engagement Page Depth Assisted conversions CTR Revenue Conversion Rate Profit KPIs
  68. 68. HOW TO APPLY THIS TO DISPLAY ADVERTISING?
  69. 69. 1 2 3 WIDE TARGETING Affinity, demographics,... BUILDING EMOTIONAL CONNECTION WIDE ORIENTED CREATIVE Adaptation of advertising SEE 4 BRANDING
  70. 70. Adaptation of advertising THINK 1 2 3 ENGAGEMENT WITH A BRAND CREATIVE WHICH ENCOURAGES RESEARCH 4 BUILIDNG RELATIONS SPECIFIC TARGETING Interest, In-market, topics based
  71. 71. Adaptation of advertising DO 1 2 3 REMARKETING, CLICK STREAM REVENUE & SALES FOCUSED ADS
  72. 72. 1 2 3 50 % lower CPA 50 % higher CR 70 % increase in sales 4 992 % ROI PRINTINK.SI Google AdWords
  73. 73. CAPTURE THE MICRO MOMENTS Manageable strategy for every moment
  74. 74. Use The Power of Customer Match and Remarketing
  75. 75. 1 2 3 143,18 % higher conversion rate 28,85 % lower costs 84,85 % higher revenue ADRIA AIRWAYS AdWords Remarketing
  76. 76. ULTIMATE GOAL IS TO DECREASE CPA
  77. 77. +159 % +17 % +95 % +122 % +127 % +14 % Revenue Sessions CR Per Session Value Transacions Average Order Value Cost per transaction- 46 % YTD results (2014 vs 2013)
  78. 78. 3 BASIC STEPS
  79. 79. Basic #1: UNIQUE CONTENT
  80. 80. Basic #2: ORGANIC SEARCH
  81. 81. Basic #3: REMARKETING
  82. 82. Thank you andraz.stalec@red-orbit.com

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