Digital Olympus - Lean digital marketing
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Transcript of Digital Olympus - Lean digital marketing
Andraž Štalec@andrazstalec
LEAN DIGITAL MARKETING
WHAT IS THE PRICE OF MICROWAVE OVEN GE PROFILE ADVANTIUM 120?
SEARS BEST BUY AMAZON
$899,99 $809,99 currently $870,08
CONSUMER BEHAVIOR HAS CHANGED
FUNDAMENTAL CHANGE
+44 %CONVERSION RATE
+160 %
REVENUE
+85 %SESSIONS
MARKETING WAS NEVER EASY
80 % OF CONVERSION PATHS INCLUDEMORE THAN 1 DIGITAL CHANNEL
DIVERSITY10.600 different keywords are used by users to access a website
EACH BUYER IS DIFFERENT3.703 different conversion paths on average
USER BEHAVIOUR HAS CHANGED, BUT THAT‘S NOTHING NEW. WE GET IT!
SUCCESS RATEOnly 15,15 % of website visitors start a checkout process
ONLY 11 % OF VISITORSWHO START A CHECKOUT PROCESS ALSO
FINISH IT
WHAT HAPPENS WITH THE OTHERS?99 % USERS DO NOT FINISH THE
PURCHASE
89 % OF USERS ABANDON CARTSWHAT ARE WE GOING TO DO?
UNDERSTANDING THE CUSTOMER
How to catch the important moments?
ESTABLISH METRICS
TRACKING CONSUMER DECISION JOURNEY
MICRO AND MACRO
CONVERSIONS
DATA
Understanding user behavior throughout the entire CDJ
Number of interactions
Length
Transactions
Micro & macro conversions
Micro & macro conversions
Micro & macro conversions matrix
NEW FOLLOWERS
GALLERIES BROWSED
REVIEWS & RATINGS
EMAIL SIGNUPS
SOCIAL ACTIONS
VIDEOS WATCHED
PURCHASE
ADD TO BASKET
CATALOGS DOWNLOADED
INFO REQUESTED
Long term
Short term
Mid term
DO
THINK
SEE
DOTHINKSEE
Reach & FrequencyBrand Search% New Visits
Number of mentions
Number of leadsEngagementPage Depth
Assisted conversionsCTR
RevenueConversion Rate
Profit
Define metrics for all stages of CDJ
1
2
3
26 %bounce rate
14,42pageviews per visit
135 %increase in CR
4 45 % increase in number of transactions
TENISICE.HRConversion optimization
TARGETED ADVERTISING THROUGHOUT
THE CDJ
BETTER PERFORMANCE
AND BETTER ROI
BETTER UNDERSTANDIN
G OF USER BEHAVIOR
Where are the benefits?
GET INSIGHTS
AGGREGATED DATAMetrics like CPA and CR don‘t say a lot…
HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
38,64 %29,11 %11,79 %10,79 %6,64 %1,42 %1,40 %
Organic
Paid
Referral
Direct
Social
Display
Income by digital channel
Ecommerce trends 2015, Red Orbit
MAJORITY OF „LAST CLICK“ CONVERSIONS ARE MADE VIA BRANDED TRAFFIC
BUTOTHER CHANNELS LIKE NON-BRANDED TRAFFIC,
SOCIAL MEDIA AND DISPLAY NETWORKPLAY CRUCIAL ROLE
AS ASSISTED CONVERSIONS
64 % CONVERSION PATHSINCLUDE NON-BRANDED VISITS
Outcomes report
Outcomes report
DOTHINKSEE
DISPLAY
SEARCH ADS
SEO
FACEBOOK ADS
SEO
DISPLAY DISPLAY
SEARCH ADS
SEO
SOCIAL
FACEBOOK ADS FACEBOOK ADS
Digital Channels
HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
1
2
3
40 % OF VISITORSvisit website more than 5 times before they purchase
33 % OF TRANSACTIONShappen within a day
54 % OF VISITORSvisit website more than once before they purchase
4 14 % OF PURCHASE CYCLESlast more than 7 days
How do buyers
BEHAVE
Enhanced Ecommerce
WEATHER
PRODUCT DATA
PURCHASE PRICE
…
Blog content quality
HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
1x
2x
New visitors
Returning visitors
1x
2,5x
Non-branded visits
Branded visits
Conversion rate based on user segment
0,44 %
0,78 %
All visitors
Visitors who clicked on a specific Ad
Influence of ad content on conversions
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
Influence of weather on conversions
OPTIMIZE USER EXPERIENCE
BETTER USER TARGETING
Behaviour Outcomes
OPTIMIZE DIGITAL
MARKETING
Acquisition
Why?
ADAPTING THE CONTENTWhat if the user is not ready to buy?
HOW GOOD ARE WE?
if $bounce_rate >= 50 % then we suck
HOW? WHAT?
Think Do
WHY?
See
Types of content
OSKAR¸TRAVEL AGENCYDiversify the content
1
2
3
42,11 %Increase in the number of transactions
55,00 % Increase in income
32,96 %Increase in organic traffic
OSKAR¸TRAVEL AGENCYDiversify the content
HELPING CUSTOMERS THROUGHOUT CDJ BUILDS YOUR REPUTATION
ADAPTING THE MARKETINGWhat is our goal?
TARGET GROUP GOAL USER NEED MESSAGE
DIGITAL CHANNELS TARGETING KPIs CONTENT
Digital Marketing Framework
ULTIMATE GOAL IS TO DECREASE CPA
+159 %+17 %+95 %
+122 %+127 %+14 %
Revenue
Sessions
CR
Per Session Value
Transacions
Average Order Value
Cost per transaction- 46 %
YoY results
MARKETING
Right place, right timeaka CONTENT
Right solution aka
MEASUREMENT
Measure right things
aka
BE THEREIntent & context
BE USEFULMore than just show up
MEASUREDiscover beautiful insights
Thank [email protected]