bootcamp 2015: lean digital marketing
TRANSCRIPT
![Page 1: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/1.jpg)
Andraž Štalec
LEAN DIGITALMARKETING
![Page 2: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/2.jpg)
1 2
3 4
![Page 3: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/3.jpg)
![Page 4: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/4.jpg)
100 VISITS1 PURCHASE
100 €
IT SUXX
![Page 5: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/5.jpg)
![Page 6: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/6.jpg)
![Page 7: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/7.jpg)
WE NEED MORE TRAFFIC LET‘S START TO ADVERTISE
2.500 € investment | CPC = 0,25 € | 10.000 clicks
![Page 8: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/8.jpg)
10.000 VISITS5 PURCHASES
500 €
IT STILL SUXX
![Page 9: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/9.jpg)
ROI-80 %
![Page 10: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/10.jpg)
PAUSE ALL ADVERTISING CAMPAIGNS
IT‘S NOT WORKING
… BUT AT LEAST WE BUILT SOME BRAND AWARENESS
![Page 11: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/11.jpg)
100 VISITS1 PURCHASE
100 €
WTF*?!
![Page 12: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/12.jpg)
ZAPPOSRevenue = $1.000.000.000
![Page 13: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/13.jpg)
WTFSERIOUSLY
![Page 14: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/14.jpg)
KAKO ZA VR***???Kako povečati prihodke in zmanjšati CPA?
![Page 15: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/15.jpg)
Kako zaslužiti 1.000.000 €?
1.000.000 €
MARŽA
ŠTEVILO TRANSAKCIJ
APV
CPA
OBISK
CR
![Page 16: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/16.jpg)
POVEČAJ POVPREČNO VREDNOST
NAKUPAZMANJŠAJ
CPA
POVEČAJ ŠTEVILO
RELEVANTNIH OBISKOVALCE
V
POVEČAJ STOPNJO
KONVERZIJE
![Page 17: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/17.jpg)
KAKŠNA JE CENA MIKROVALOVNE PEČICE GE PROFILE ADVANTIUM 120?
![Page 18: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/18.jpg)
SEARS BEST BUY AMAZON
$899,99 $809,99 trenutno $870,08
![Page 19: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/19.jpg)
Dynamic pricing
![Page 20: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/20.jpg)
MARKETING NI BIL NIKOLI PREPROST
![Page 21: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/21.jpg)
RAZUMEVANJE POTROŠNIKOVKako ujeti trenutke, ki so pomembni?
![Page 22: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/22.jpg)
MULTI SOURCEPovprečni spletni uporabnik uporabi 10 virov
informacij preden se odloči za nakup
![Page 23: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/23.jpg)
67 % KONVERZIJ VSEBUJE
VEČ KOT 1 DIGITALNI KANAL
![Page 24: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/24.jpg)
MULTI DEVICEZa dostop do spleta uporabljamo 3+ naprave
![Page 25: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/25.jpg)
Uporaba glede na napravo
![Page 26: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/26.jpg)
RAZNOLIKOST10.600 različnih ključnih besed uporabijo obiskovalci
za dostop do 1 spletne strani
![Page 27: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/27.jpg)
VSAK KUPEC JE DRUGAČEN
Povprečno 3.703 različnih konverzijskih poti
![Page 28: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/28.jpg)
Kako kupujemo?
![Page 29: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/29.jpg)
SPODBUDA K NAKUPU45 % nakupnih procesov se prične na spletu
![Page 30: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/30.jpg)
RAZUMEVANJE POTROŠNIKOV
Kaj potrošniki delajo v posamezni fazi CDJ?
![Page 31: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/31.jpg)
![Page 32: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/32.jpg)
USPEŠNOST SPLETNE PRODAJE
Samo 1,43 % uporabnikov spletne strani prične nakupni proces
![Page 33: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/33.jpg)
SAMO 11 % UPORABNIKOV, KI ZAČNE NAKUPNI PROCES, GA TUDI ZAKLJUČI
![Page 34: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/34.jpg)
1
2
3
40 % UPORABNIKOVpride v nakupnem procesu na spletno stran več kot 5x
33 % NAKUPOVse zgodi isti dan
54 % UPORABNIKOVpride v nakupnem procesu na spletno stran več kot 1x
4 14 % NAKUPNIH PROCESOVtraja več kot 7 dni
Kaj počnejo tisti, ki
KUPUJEJO
![Page 35: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/35.jpg)
Primerjava prihodkov glede na digitalni kanal
65,98 %15,44 %10,31 %8,05 %5,49 %1,23 %0,40 %
Organic
Paid
Direct
Referral
Display
Social
![Page 36: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/36.jpg)
VEČINA „LAST CLICK“ KONVERZIJ POTEKA PREKO BRANDIRANEGA OBISKA
VENDARDRUGI KANALI, KOT SO NEBRANDIRAN OBISK,
DRUŽABNI MEDIJI IN PRIKAZNO OMREŽJE IGRAJO ODLOČILNO VLOGO KOT ASISTENČNE KONVERZIJE
![Page 37: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/37.jpg)
64 % KONVERZIJSKIH POTI
VSEBUJE NEBRANDIRAN OBISK
![Page 38: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/38.jpg)
Stopnja konverzije glede na vrsto uporabnika?
1x
2x
New visitors
Returning visitors
1x
2,5x
Non-branded visits
Branded visits
![Page 39: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/39.jpg)
KAJ SE ZGODI Z OSTALIMI?
98 % UPORABNIKOV NAKUPA NE ZAKLJUČI
![Page 40: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/40.jpg)
Google Analytics
FUNNEL VISUALIZATION
![Page 41: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/41.jpg)
Universal Analytics
ENHANCED ECOMMERCE
![Page 42: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/42.jpg)
60+ % UPORABNIKOV ZAPUSTI KOŠARICOKAJ BOMO NAREDILI?
![Page 43: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/43.jpg)
REMARKETINGSledenje potrošnikov skozi CDJ
![Page 44: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/44.jpg)
Sledenje potrošnikov skozi CDJ
DO
THINK
SEERemarketing
Remarketing
![Page 45: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/45.jpg)
1
2
3
3xpovečanje stopnje konverzije
60 %povečanje števila konverzij
6xznižanje stroška na konverzijo
AGENCIJA OSKARAdWords Remarketing
![Page 46: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/46.jpg)
OD KJE PRIHAJA OBISK?
![Page 47: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/47.jpg)
Acquisition -> All Traffic
VIR OBISKA
![Page 48: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/48.jpg)
SEARCH ADS
SEO
DISPLAY
FACEBOOK ADS
SOCIAL
![Page 49: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/49.jpg)
Acquisition -> Campaigns
KAKO DELUJEJO KAMPANJE?
![Page 50: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/50.jpg)
NAKUPPREFERENCA
PREPOZNAVNOST
? ? ?
Marketing fokus
DISPLAY SEARCH ADS
SEO FACEBOOK ADS
SEO
![Page 51: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/51.jpg)
Marketing fokus
DISPLAY
?
?
?
ALI SO KREATIVA, TARGETIRANJE IN VSEBINA USKLAJENI S CILJI?ALI LAHKO DISPLAY OGLAŠEVANJE UPORABIMO DRUGAČE?
ALI JE TO RES NAŠ CILJ?
NAKUPPREFERENCA
PREPOZNAVNOST
![Page 52: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/52.jpg)
Marketing fokus
DISPLAY
SEARCH ADS
SEO
FACEBOOK ADS
SEO
DISPLAY DISPLAY
SEARCH ADS
SEO
SOCIAL
FACEBOOK ADS FACEBOOK ADS
NAKUPPREFERENCA
PREPOZNAVNOST
![Page 53: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/53.jpg)
PRILAGODITEV TRŽENJSKE STRATEGIJEKaj je cilj?
![Page 54: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/54.jpg)
![Page 55: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/55.jpg)
Digital Marketing Framework
CILJNA SKUPINA
CILJ POTREBA UPORABNIKA SPOROČILO
DIGITALNI KANALI TARGETIRANJE
KLJUČNI KAZALNIKI
USPEHAVSEBINA
![Page 56: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/56.jpg)
DOTHINKSEE
People who use our, similar or substitute products
People who use our, similar or substitute products and
are THINKing they need some
People who use our, similar or substitute products and
are thinking they need some & are looking to BUY THEM
RIGHT NOW
Ciljna skupina
![Page 57: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/57.jpg)
DOTHINKSEE
Build brand awareness
Build brand/product preference & engagement
with a brand Increase sales
Cilj
![Page 58: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/58.jpg)
DOTHINKSEE
Feel connected with a brandLearn more about the
product/category Get best deal possible
Potreba uporabnika
![Page 59: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/59.jpg)
DOTHINKSEE
Creative that builds emotions
Creative encourages research & engagement
Creative focusing on product & offer
Sporočilo
![Page 60: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/60.jpg)
Digitalni kanali
DISPLAY
SEARCH ADS
SEO
FACEBOOK ADS
SEO
DISPLAY DISPLAY
SEARCH ADS
SEO
SOCIAL
FACEBOOK ADS FACEBOOK ADS
DOTHINKSEE
![Page 61: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/61.jpg)
SEE
DISPLAY
DO
DISPLAYTHINK
DISPLAYFACEBOOK ADS
SEO
SEO
SEARCH ADS
FACEBOOK ADS
SEARCH ADS
SEO
FACEBOOK ADS
BLAGOVNA ZNAMKA
![Page 62: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/62.jpg)
DOTHINKSEE
Affinity categoriesInterest categories
Demographics
In-market buyersInterest categoriesDisplay keywords
TopicsPlacements
RemarketingInformational Searches
Category KWsMid-funnel KWs
Problem/Solution KWsSearch Remarketing
RemarketingTransactional Searches
Brand KWsProduct names
Lower funnel KWsSearch Remarketing
Targetiranje
![Page 63: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/63.jpg)
Affinity categories
1. Reach as many people as possible and drive awareness2. Increase awareness of your brand and products, and reach new potential
customers3. Bidding: CPM4. Metrics: Reach and frequency
![Page 64: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/64.jpg)
In-market buyers
1. Reach people who are actively considering a purchase2. Bidding: CPA3. Metrics: Conversion tracking & Engagement
![Page 65: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/65.jpg)
Remarketing
1. Reach your customers when they're most likely to buy2. Reach people who visited your site3. Bidding: CPA4. Metrics: Revenue, CR, Profit
![Page 66: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/66.jpg)
DOTHINKSEE
Reach & FrequencyBrand Search% New Visits
Number of mentions
Number of leadsEngagementPage Depth
Assisted conversionsCTR
RevenueConversion Rate
Profit
Ključni kazalniki uspeha
![Page 67: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/67.jpg)
DOTHINKSEE
Campaign landing page which stimulates further
emotional connection and where user can get even
more inspired by the brand
Product description page or blog post, where user can
learn about features & benefits
Product page with clear BUY CTA
Vsebina
![Page 68: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/68.jpg)
KAKO ZASTAVITI DISPLAY OGLAŠEVANJE?
![Page 69: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/69.jpg)
1
2
3
ŠIROKO TARGETIRANJEAffinity, demografija,...
GRADNJA ČUSTVENE POVEZAVE
ŠIROKO USMERJENA KREATIVA
Prilagoditev oglaševanja
SEE
4 BRANDING
![Page 70: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/70.jpg)
Prilagoditev oglaševanja
THINK 1
2
3 ENGAGEMENT Z BLAGOVNO ZNAMKO
KREATIVA, KI SPODBUJA RAZISKOVANJE
4 GRADNJA ODNOSA
SPECIFIČNO TARGETIRANJEInterest, In-market, topics based
![Page 71: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/71.jpg)
Prilagoditev oglaševanja
DO 1
2
3
REMARKETING, CLICK STREAM OGLASI
PRODAJA
FOKUSIRANI OGLASI
![Page 72: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/72.jpg)
1
2
3
50 %nižji stroški na konverzijo
50 %višja stopnja konverzije
70 %povečanje prodaje
4 992 % ROI (vračilo na investicijo)
PRINTINK.SIAdWords oglaševanje
![Page 73: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/73.jpg)
KAM PRIHAJA OBISK?
![Page 74: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/74.jpg)
Kam usmerjamo uporabnike?
DO
THINK
SEE
Pristajalna stran
![Page 75: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/75.jpg)
Kam usmerjamo uporabnike?
DO
THINK
SEE
Pristajalna stran #2
Pristajalna stran #3
Pristajalna stran #1
![Page 76: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/76.jpg)
Bahaviour -> Site Content -> Landing pages
PRISTAJALNE STRANI
![Page 77: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/77.jpg)
Bahaviour -> Site Content -> Landing pages
ZAPUSTNA STOPNJA
![Page 78: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/78.jpg)
Bahaviour -> Site Content -> Landing pages
ZAPUSTNA STOPNJA
![Page 79: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/79.jpg)
PRILAGODITEV VSEBINEKaj, če uporabnik še ni pripravljen kupiti?
![Page 80: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/80.jpg)
1
2
3
42,11 %povečanje števila transakcij
55,00 % povečanje prihodkov
32,96 %povečanje organskega obiska
AGENCIJA OSKARpozicije na iskalniku
![Page 81: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/81.jpg)
1
2
3
22.000mesečnih ogledov video vsebin
13.000prebranih člankov mesečno
2.486 %povečanje obiska na portalu
4 37 % zapustna stopnja
BIGBANG.SIinfo portal
![Page 82: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/82.jpg)
PRILAGODITEV METRIKIzbira pravilnih kazalnikov uspeha
![Page 83: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/83.jpg)
Ujemanje ključnih kazalnikov uspeha s cilji
SEARCH ADSSEARCH ADS
Konverzije
NAKUPPREFERENCA
PREPOZNAVNOST
![Page 84: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/84.jpg)
SPREMLJANJE CELOTNEGA
PROCESA ODLOČANJA
POTROŠNIKOV
MIKRO IN MAKRO
KONVERZIJEPODATKI
![Page 85: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/85.jpg)
Število interakcij
Razumevanje vedenja potrošnikov skozi celotni CDJ
Čas trajanja
Prehodi
![Page 86: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/86.jpg)
MIKRO & MAKROkonverzije
![Page 87: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/87.jpg)
MIKRO & MAKROkonverzije
![Page 88: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/88.jpg)
Število interakcij
Razumevanje vedenja potrošnikov skozi celotni CDJ
Čas trajanja
Prehodi
![Page 89: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/89.jpg)
Matrika mikro & makro konverzij
NOVI SLEDILCI
OGLED GALERIJE
OGLED OCENE
PRIJAVA NA E-ČASOPIS
DRUŽBENE AKCIJE
OGLED VIDEO POSNETKA
NAKUP
OGLED ZALOGE
DOWNLOAD KATALOGA
REGISTRACIJA UPORABNIKA
Dolgoročni učinki
Kratkoročni učinki
Srednjeročni učinki
DO
THINK
SEE
![Page 90: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/90.jpg)
Outcomes report
![Page 91: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/91.jpg)
Vpliv vremena na konverzijo
![Page 92: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/92.jpg)
Discovery
Unique visitor 1
Session-based analytics
Unique visitor 2 Unique visitor 3
First purchase Return purchase Loyal purchase
![Page 93: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/93.jpg)
Discovery
Unique user
User-centric analytics
First purchase Return purchase Loyal purchase
User ID: 123456789
![Page 94: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/94.jpg)
IZ SEGMENTOV V ATRIBUCIJOMerjenje asistenčnih in offline konverzij
![Page 95: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/95.jpg)
Fokus na
LAST CLICK KONVERZIJE
![Page 96: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/96.jpg)
80 % KONVERZIJ VSEBUJE
VEČ KOT 1 DIGITALNI KANAL
![Page 97: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/97.jpg)
Različni kanali izgrajo
RAZLIČNO VLOGO V CDJ
ABO
![Page 98: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/98.jpg)
PREMIK NAPREJ ODlast click konverzij
![Page 99: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/99.jpg)
FIRST CLICKLAST CONVERSIONDISPLAY
TRGOVINA
![Page 100: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/100.jpg)
Stroški na konverzijo AdWords oglaševanja
40,00 €
26,00 €
0,53 €
Last-click konverzije
Pomožne konverzije
Online 2 Offline
![Page 101: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/101.jpg)
1
2
3
26 %zapustna stopnja
14,42Ogledov strani na obisk
135 %povečanje stopnje konverzije
4 45 % povečanje števila transakcij
TENISICE.HROptimizacija konverzije
![Page 102: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/102.jpg)
NAPREDNA OPTIMIZACIJA
ADWORDS OGLAŠEVANJ
A
OPTIMIZACIJA VSEH
DIGITALNIH KANALOV
VZPOSTAVITEV NAPREDNE ANALITIKE
Kje je trik?
![Page 103: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/103.jpg)
TAGETIRANO OGLAŠEVANJ
E SKOZI CELOTNI
ODLOČEVALSKI PROCES
BOLJŠI PERFORMAN
CE DIGITALNEGA MARKETINGA IN BOLJŠI ROI
BOLJŠE POZNAVANJE VEDENJSKIH
VZROCEV POTROŠNIKO
V
Kje so koristi?
![Page 104: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/104.jpg)
YTD retultati (2014 vs 2013)
+159 %+17 %+95 %
+122 %+127 %+14 %
Revenue
Sessions
CR
Per Session Value
Transacions
Average Order Value
Cost per transaction- 46 %
![Page 105: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/105.jpg)
3 OSNOVNI KORAKI
![Page 106: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/106.jpg)
Osnova #1:
UNIKATNA VSEBINA
![Page 107: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/107.jpg)
Osnova #2:
SPLETNI ISKALNIKI
![Page 108: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/108.jpg)
Osnova #3:
REMARKETING
![Page 109: Bootcamp 2015: Lean digital marketing](https://reader038.vdocuments.mx/reader038/viewer/2022103010/587c23101a28abb5068b6a25/html5/thumbnails/109.jpg)
Red Orbit, Jožeta Jame 12,1000 Ljubljana, Slovenia W: www.red-orbit.com |E: [email protected] | T: +386 (0)590 75 680