SEOzone 2015: Lean digital marketing
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This document discusses how digital marketing and consumer behavior have fundamentally changed, with more than 80% of conversion paths including multiple digital channels. It emphasizes understanding the entire customer decision journey through metrics that track consumer behavior and outcomes. This includes establishing micro and macro conversions to understand short, medium and long-term impacts. The document also stresses adapting marketing approaches based on the target group's goals, needs and the purchase funnel stage by optimizing digital channels, targeting, content and key performance indicators.
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SEOzone 2015: Lean digital marketing
- 1. Andraž Štalec @andrazstalec LEAN DIGITAL MARKETING
- 2. WHAT IS THE PRICE OF MICROWAVE OVEN GE PROFILE ADVANTIUM 120?
- 3. SEARS BEST BUY AMAZON $899,99 $809,99 currently $870,08
- 5. CONSUMER BEHAVIOR HAS CHANGED
- 8. +44 % CONVERSION RATE +160 % REVENUE +85 % SESSIONS
- 9. MARKETING WAS NEVER EASY
- 10. 80 % OF CONVERSION PATHS INCLUDE MORE THAN 1 DIGITAL CHANNEL
- 11. DIVERSITY 10.600 different keywords are used by users to access a website
- 12. EACH BUYER IS DIFFERENT 3.703 different conversion paths on average
- 13. UNDERSTANDING THE CUSTOMER How to catch the important moments?
- 14. 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
- 15. SUCCESS RATE Only 15,15 % of website visitors start a checkout process
- 16. ONLY 11 % OF VISITORS WHO START A CHECKOUT PROCESS ALSO FINISH IT
- 17. WHAT HAPPENS WITH THE OTHERS? 99 % USERS DO NOT FINISH THE PURCHASE
- 18. 89 % OF USERS ABANDON CARTS WHAT ARE WE GOING TO DO?
- 19. ESTABLISH METRICS TO UNDERSTAND USERS
- 22. Understanding user behavior throughout the entire CDJ Number of interactions Length Transactions
- 23. Micro & macro conversions
- 24. Micro & macro conversions
- 25. 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
- 26. 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
- 27. Discovery Unique visitor 1 Unique visitor 2 Unique visitor 3 First purchase Return purchase Loyal purchase Session-based analytics
- 28. Discovery Unique user First purchase Return purchase Loyal purchase User ID: 123456789 User-centric analytics
- 30. 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
- 31. TARGETED ADVERTISING THROUGHOUT THE CDJ BETTER PERFORMANCE AND BETTER ROI BETTER UNDERSTANDING OF USER BEHAIVOR Where are the benefits?
- 32. GET INSIGHTS
- 33. AGGREGATED DATA Metrics like CPA and CR don‘t say a lot…
- 34. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
- 35. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
- 36. 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
- 37. 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
- 38. 64 % CONVERSION PATHS INCLUDE NON-BRANDED VISITS
- 39. Outcomes report
- 40. Outcomes report
- 41. DOTHINKSEE DISPLAY SEARCH ADS SEO FACEBOOK ADS SEO EMAIL DISPLAY DISPLAY SEARCH ADS SEO SOCIAL FACEBOOK ADS FACEBOOK ADS EMAIL Digital Channels
- 42. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
- 43. When do we access internet? Online user behaviour 2014, Red Orbit
- 44. What is our purchase behaviour? Online user behaviour 2014, Red Orbit
- 45. Enhanced Ecommerce WEATHER PRODUCT DATA PURCHASE PRICE …
- 47. 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
- 48. HOW ARE USERS BEHAVING? WHAT INFLUENCES CONVERSION? Behaviour Outcomes WHICH CHANNELS DRIVE TRAFFIC? Acquisition The key segments
- 49. 1x 2x New visitors Returning visitors 1x 2,5x Non-branded visits Branded visits Conversion rate based on user segment
- 50. 0,44 % 0,78 % All visitors Visitors who clicked on a specific Ad Influence of ad content on conversions
- 51. 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
- 52. Influence of weather on conversions
- 53. OPTIMIZE USER EXPERIENCE BETTER USER TARGETING Behaviour Outcomes OPTIMIZE DIGITAL MARKETING Acquisition Why?
- 54. ADAPTING THE CONTENT What if the user is not ready to buy?
- 55. HOW GOOD ARE WE?
- 56. if $bounce_rate >= 50 % then we suck
- 57. HOW? WHAT? Think Do WHY? See Types of content
- 58. OSKAR¸TRAVEL AGENCY Diversify the content
- 59. 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
- 60. 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
- 61. HELPING CUSTOMERS THROUGHOUT CDJ BUILDS YOUR REPUTATION
- 62. ADAPTING THE MARKETING What is our goal?
- 64. TARGET GROUP GOAL USER NEED MESSAGE DIGITAL CHANNELS TARGETING KPIs CONTENT Digital Marketing Framework
- 65. 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
- 66. DOTHINKSEE Build brand awareness Build brand/product preference & engagement with a brand Increase sales Goal
- 67. DOTHINKSEE Feel connected with a brand Learn more about the product/category Get best deal possible User need
- 68. DOTHINKSEE Creative that builds emotions Creative encourages research & engagement Creative focusing on product & offer Message
- 69. DISPLAY SEARCH ADS SEO FACEBOOK ADS SEO EMAIL DISPLAY DISPLAY SEARCH ADS SEO SOCIAL FACEBOOK ADS FACEBOOK ADS EMAIL DOTHINKSEE Digital channels
- 70. 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
- 71. DOTHINKSEE Reach & Frequency Brand Search % New Visits Number of mentions Number of leads Engagement Page Depth Assisted conversions CTR Revenue Conversion Rate Profit KPIs
- 72. HOW TO APPLY THIS TO DISPLAY ADVERTISING?
- 73. 1 2 3 WIDE TARGETING Affinity, demographics,... BUILDING EMOTIONAL CONNECTION WIDE ORIENTED CREATIVE Adaptation of advertising SEE 4 BRANDING
- 74. 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
- 75. Adaptation of advertising DO 1 2 3 REMARKETING, CLICK STREAM REVENUE & SALES FOCUSED ADS
- 76. 1 2 3 50 % lower CPA 50 % higher CR 70 % increase in sales 4 992 % ROI PRINTINK.SI Google AdWords
- 77. CAPTURE THE MICRO MOMENTS Manageable strategy for every moment
- 78. Use The Power of Customer Match and Remarketing
- 79. 1 2 3 143,18 % higher conversion rate 28,85 % lower costs 84,85 % higher revenue ADRIA AIRWAYS AdWords Remarketing
- 80. ULTIMATE GOAL IS TO DECREASE CPA
- 81. +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)
- 82. 3 BASIC STEPS