Art of Persuasion in Online Marketing
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Analyzing customer trends to make smart marketing decisions...in real time
The Art of Online Marketing PersuasionMarketing 2.0
3 Hot trends in online marketingusing the art of persuasion
1. Conversion Optimization
2. Behavioral Analytics
3. Social Media Marketing
Conversion Optimization
A click on an online ad doesn’t mean muchwithout a conversion (sale, download, etc.)
How you engage visitors after the click
Conversion Optimizationis also known as
post-click marketing
Two most important elements of conversion optimization
MessageMatch
Pre-ConversionSegmentat
ion
Message matchincreases relevancy, provides instant trust, visitor knows he/she is in the
right place
Pre-conversion segmentation
3 reasons pre-conversion segmentation works
Self identification: we respond to self identification cues
Focused content: contextually relevant content sells better
Signaling: “if you target me, you must think I’m a good fit.”
ion’s customers that use segmentation convert at4x
the industry average
Behavioral Analytics
Predicts future actionsBased on past
patterns
Certain actions lead to certain behaviors
In the past people who have purchased cookies
have also gone on to purchase milk so...
Uncover key factors that drive sales.Get more value from your customer data.
Look for customer patterns
Behavioral analytics can tell you that:
Customers who download a 3rd white paperand also speak with a customer service rep
go on to make a purchase within 5 days
Social Media Marketing
4 steps to social media success
Get their attention
Get them to like you
Get them to interact
Convince them to buy
Social media engagement provides actionable analytics too!
We trust friends more than we trust brands...
But what if brand stewards were our friends?• “United Linens isn’t a company. It’s Scott, the marketing director. I can trust him. Some random linen company? Not so much. -Tamar Weinberg, Mashable
3 Hot trends in online marketingusing the art of persuasion
1. Conversion Optimization
2. Behavioral Analytics
3. Social Media Marketing