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Analyti cs Turning visitors into customers Consumers & B 2 B target audiences They Analyti cs Turning visitors into customers Consumers & B 2 B target audiences They said it was impossible to improve conversion…. Steve Jackson Principal Consultant Trainers’ House Analytics

Impossible is just a big word thrown around by small men who find it Impossible is just a big word thrown around by small men who find it easier to live in the world they've been given, than to explore the power they have to change it. Impossible is not a fact. It's an opinion. Impossible is not a declaration. It's a dare. Impossible is potential. Impossible is temporary. Impossible is nothing. 3/16/2018 2

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Adidas ’Impossible is nothing’ global Google Keyword search trends Jan 2009 135 000 searches Adidas ’Impossible is nothing’ global Google Keyword search trends Jan 2009 135 000 searches 7. 9 Million searches (estimated) since 2004 120 Launch campaign on Eurosport October 2006: 420 000 searches/month 100 80 First peak a few weeks later 60 Jan 2009: still 135 000 searches 40 20 Roll-out Feb 2004 0 3/16/2018 4

Keywords related to ’Impossible is nothing’ Keywords Jan 09 average search volume per month Keywords related to ’Impossible is nothing’ Keywords Jan 09 average search volume per month impossible is nothing 110 000 impossible is nothing poster 1 000 impossible is nothing ad 260 ali impossible is nothing 1 900 impossible is nothing campaign 320 impossible is nothing commercial 720 impossible is nothing original 73 addidas impossible is nothing 320 アディダス impossible is nothing 46 addias impossible is nothing 22 impossible is nothing soccer 260 impossible is nothing alì 36 laila ali impossible is nothing 58 muhammad ali impossible is nothing 720 beckham impossible is nothing 1 300 impossible is nothing bebo 73 and impossible is nothing 210 de impossible is nothing 260 for impossible is nothing 880 3/16/2018 5

Impossible is nothing. . . 5 from first 10 SERPS Top 2 SERPS No Impossible is nothing. . . 5 from first 10 SERPS Top 2 SERPS No search advertising spend Social media links to the brand All driven by TV ads, outdoor advertising, banners and video advertsing driving traffic to the Adidas campaign website. 3/16/2018 6

What can you learn from Adidas? • Different media all contribute to conversion in What can you learn from Adidas? • Different media all contribute to conversion in different ways. Plan media usage accordingly. • Direct conversion from TV or a video ad will be poor unless your campaign is specifically designed for it. Worry about not creating intent with video • Design creative to be remembered for searching/intention media and create an intention. Adidas Search index is currently 30 from zero (5 years at +30% - huge success) • Adidas have used well planned & integrated attention media since 2004 to take advantage of Google to engage and activate their audience 3/16/2018 7

Two Big Questions 1. Where is my advertsing effective and why? 2. When and Two Big Questions 1. Where is my advertsing effective and why? 2. When and why do people buy? Effective models and processes help you answer these questions along with using Analytics 3/16/2018 8

Conversion Attribution Model • • Attention Marketing (Reach) Intention Marketing (Engage, Activate) • • Conversion Attribution Model • • Attention Marketing (Reach) Intention Marketing (Engage, Activate) • • • Social Marketing (Mix of the two) 3/16/2018 9 TV Video ads Banners Posters Outdoor advertising Email campaigns PR • • Search engines Comparison engines Affiliate networks Email campaigns Free Press/News Blogs Partner networks Viral emails Facebook/Linked. In (viral) Word of mouth

The lead generation process • The easiest customers to do new business with are The lead generation process • The easiest customers to do new business with are current customers. • Attract your audiences attention • Get them to look at your offers Nurture Reach Activate Engage • With free and useful information. • Offer a way to get more valuable information • The more valuable information should come with a price (email address, name & phone number for example) 3/16/2018 10

Hot leads on the web • • 3/16/2018 Remember that the web is about Hot leads on the web • • 3/16/2018 Remember that the web is about information Build your site based on what your customers need. (persona based) Think carefully about copy/content (see common problems) Build opt-in processes 95% of visitors read 3 or more pages before even becoming a lead according to one study Answer the question; When is my advertising effective and why? (Building the buzz) Answer the question; Why and when do people buy? 11

Common problems • Latest news – placement • Poor headlines (Welcome to. . . Common problems • Latest news – placement • Poor headlines (Welcome to. . . Would you like tea with that? ) • Language – (Submit buttons? ) • Poor use of flash (the product information is more important than a rotating image) • Poor use of imagery (use relevant images) • Poor usability (follow common standard/best practices) • Difficult to find information (provide onsite search) • Lack of proof (testimonials/cases) 3/16/2018 12

Building the buzz • Use a media attribution model depending on where you are Building the buzz • Use a media attribution model depending on where you are in the product service lifecycle • Attention media for building awareness • Intention media for when the awareness exists • Make it easy for social media to exist as a result. How does Trainers’ House do this? 3/16/2018 13

Online Flash Video Designed with current economy in mind Storyline throughout the video that Online Flash Video Designed with current economy in mind Storyline throughout the video that kept the viewer engaged until the call to action The idea was that too many excuses led to too little action It mocked the viewer into joining to improve the body and sharpen your business focus. It was controversial which helped cause intent to seek it out 3/16/2018 14

Campaign REAN model • Follow up calls • Follow up emails/schedules • Fight club Campaign REAN model • Follow up calls • Follow up emails/schedules • Fight club training • Post training de-brief & next steps • Email (in house list) (attention media) • Free PR (Social media) • Search engines (intention media) • Word of mouth (social media) Nurture Reach Activate Engage • Email creative • Online video • Campaign website • PDF downloads • Emailed interest • Website sign-ups 3/16/2018 15

Attention Media to Intention (Emails to search volume – Google trends data) • Email Attention Media to Intention (Emails to search volume – Google trends data) • Email roll-out (4182 emails) started January 2 2009 and lasted 1 week • Average search index for Fight Club before roll-out: 40 1600 searches/week • Average search index after roll-out until now: 62 2600 searches/week • Search index lift: 55% 1000 extra ”fight club” searches per week 3/16/2018 16

Attention Media to Intention (Search volume increase on ´Trainers House` – Google trends data) Attention Media to Intention (Search volume increase on ´Trainers House` – Google trends data) • Average search index before roll-out: 29 660 searches/week • Average search index after roll-out until now: 46 1030 searches/week • Search index lift: 59% 400 searches per week more on average Email roll-out date 2 -Jan 2009 3/16/2018 17 Maximum amount of searches: 2250/week

Attention & Reach to the fight club website (in 1 week) • • • Attention & Reach to the fight club website (in 1 week) • • • 4182 emails sent Opened 2126 Visited from email 1612 9. 29 times as many keyword searches 185 Referrers (intention or social) Total Visitors 17009 Total Visits 20, 126 Conversions goal = 2 days. 10% of the attention created 90% of the visits via search engines, direct branding and social media. This answers when was the advertising effective and why. . . In this case by raising attention via email, the intention media was created and the social media began developing around the word of mouth at a very low price. 3/16/2018 18

Intention & Social media engagement and activation • • 4 pages per visit on Intention & Social media engagement and activation • • 4 pages per visit on average (enough to convert) 5. 06 minutes on the site on average 2% of the conversions came from attention media 67% came from intention media 31% came from social media This answers ”when and why do people buy? ” You buy when you are confident about the brand, when your peers and colleagues recommend something and/or when you are on an active search for something after the awareness has been raised. Rarely do you rush off the sofa to buy a product when watching a TV ad. . . 3/16/2018 19

Recommendations • • 3/16/2018 Create a slogan or brand, something that is easily remembered Recommendations • • 3/16/2018 Create a slogan or brand, something that is easily remembered and integrated with other forms of marketing Use TV, Video, banners and other attention marketing to drive awareness and measure lift in intent as a measure of success for those campaigns as well as the viral ratio with social and intention marketing. Benchmark from within. You have to start from your own campaigns (not all TH campaigns were as successful as Fight Club) Use search engine marketing and other forms of intention marketing to drive sales and conversions when doing marketing campaigns Create the awareness prior to doing intention campaigns Use social media and effective seeding where possible and plausible (don’t be fake here or it will backfire!) Use web analytics tools; the three here were Satama dart (email), Google Trends and Snoobi, but we also use Omniture, Google Analytics and all sorts of other systems 20

Recommendations (cont. . . ) Buy This Book! Upcoming book (publish date April 21 Recommendations (cont. . . ) Buy This Book! Upcoming book (publish date April 21 st 09); Cult Of Analytics Driving online marketing strategies using web analytics Pre-register your interest free at; http: //www. blackbeak. com/the-cult-of-analytics/ • Emails Steve Jackson – steve. [email protected] fi or [email protected] com 16. 3. 2018 21 Copyright © Trainers’ House 2008

Trainers’ House Analytics Experience and Experts • • • Web. Analytics since 1997, Search Trainers’ House Analytics Experience and Experts • • • Web. Analytics since 1997, Search Marketing started in 2003 Internationally recognized player Biggest Analytics consultancy in Europe Tool Investments • • • Official partner of Omniture and certified Omniture professional support. 16 Omniture certified professionals including Do. P GAAC partners (Google Analytics Accredited Partners) Partnership with the Web. Analytics guru Eric T. Peterson Recognition • • • Speakers in international Web Analytics seminars (IMC, e. Metrics, SES, IAB) Web. Analytics seminars organized in Finland Web Analytics Association active members since 2006 (earliest official co-chairs in the Nordic regions) Active member of the IAB Finland metrics and search team Articles in various relevant publications

They say measuring branding is impossible? Well, we know about impossible. . Questions? http: They say measuring branding is impossible? Well, we know about impossible. . Questions? http: //www. trainershouse. fi/analytics/