seozone 2015 - andraz stalec - lean digital marketing
TRANSCRIPT
![Page 1: SEOzone 2015 - Andraz Stalec - Lean Digital Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58ecc6b71a28ab282b8b4775/html5/thumbnails/1.jpg)
Andraž Štalec@andrazstalec
LEAN DIGITAL MARKETING
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WHAT IS THE PRICE OF MICROWAVE OVEN GE PROFILE ADVANTIUM 120?
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SEARS BEST BUY AMAZON$899,99 $809,99 currently $870,08
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CONSUMER BEHAVIOR HAS CHANGED
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FUNDAMENTAL CHANGE
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+44 %CONVERSION RATE
+160 %REVENUE
+85 %SESSIONS
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MARKETING WAS NEVER EASY
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80 % OF CONVERSION PATHS INCLUDEMORE THAN 1 DIGITAL CHANNEL
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DIVERSITY10.600 different keywords are used by users to access a website
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EACH BUYER IS DIFFERENT3.703 different conversion paths on average
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UNDERSTANDING THE CUSTOMERHow to catch the important moments?
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VGL BRAND WLTM CONSUMERS WITH GSOH FOR LTR
VGL - Very Good LookingWLTM - Would Like To MeetGSOH – Good Sense Of HumourLTR - Long Term Relationship
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SUCCESS RATEOnly 15,15 % of website visitors start a checkout process
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ONLY 11 % OF VISITORSWHO START A CHECKOUT PROCESS ALSO FINISH IT
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WHAT HAPPENS WITH THE OTHERS?99 % USERS DO NOT FINISH THE PURCHASE
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89 % OF USERS ABANDON CARTSWHAT ARE WE GOING TO DO?
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ESTABLISH METRICS TO UNDERSTAND USERS
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TRACKING CONSUMER DECISION JOURNEY
MICRO AND MACRO
CONVERSIONSDATA
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Understanding user behavior throughout the entire CDJ
Number of interactions
Length
Transactions
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Micro & macro conversions
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Micro & macro conversions
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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
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DOTHINKSEE
Cost per AcquisitionBounce rate
Checkout Abandonment rateRevenue
Macro conversion rate
CTRPage DepthEngagement Micro conversion rate
% of New VisitorsReach & Frequency Events per Visit
Days to Convert% Assisted conversions
Define metrics for all stages of CDJ
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Discovery
Unique visitor 1 Unique visitor 2 Unique visitor 3
First purchase Return purchase Loyal purchase
Session-based analytics
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Discovery
Unique user
First purchase Return purchase Loyal purchase
User ID: 123456789
User-centric analytics
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FIRST CLICKLAST CONVERSION
DISPLAY
STORE
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2
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26 %bounce rate
14,42pageviews per visit
135 %increase in CR
4 45 % increase in number of transactions
TENISICE.HRConversion optimization
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TARGETED ADVERTISING THROUGHOUT
THE CDJ
BETTER PERFORMANCE
AND BETTER ROI
BETTER UNDERSTANDING
OF USER BEHAIVOR
Where are the benefits?
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GET INSIGHTS
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AGGREGATED DATAMetrics like CPA and CR don‘t say a lot…
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HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
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HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
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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
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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
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64 % CONVERSION PATHSINCLUDE NON-BRANDED VISITS
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Outcomes report
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Outcomes report
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DOTHINKSEE
DISPLAY
SEARCH ADS
SEO
FACEBOOK ADS
SEO
DISPLAY DISPLAY
SEARCH ADS
SEO
SOCIAL
FACEBOOK ADS FACEBOOK ADS
Digital Channels
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HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
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When do we access internet?
Online user behaviour 2014, Red Orbit
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What is our purchase behaviour?
Online user behaviour 2014, Red Orbit
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Enhanced Ecommerce
WEATHER
PRODUCT DATA
PURCHASE PRICE
…
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Blog content quality
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2
3
40 % OF VISITORSvisit webiste more than 5 times before they purchase
33 % OF TRANSACTIONShappen within a day
54 % OF VISITORSvisit webiste more than once before they purchase
4 14 % OF PURCHASE CYCLESlast more than 7 days
How do buyers
BEHAVE
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HOW ARE USERS
BEHAVING?
WHAT INFLUENCES
CONVERSION?
Behaviour Outcomes
WHICH CHANNELS
DRIVE TRAFFIC?
Acquisition
The key segments
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1x
2x
New visitors
Returning visitors
1x
2,5x
Non-branded visits
Branded visits
Conversion rate based on user segment
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0,44 %
0,78 %
All visitors
Visitors who clicked on a specific Ad
Influence of ad content on conversions
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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
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Influence of weather on conversions
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OPTIMIZE USER EXPERIENCE
BETTER USER TARGETING
Behaviour Outcomes
OPTIMIZE DIGITAL MARKETING
Acquisition
Why?
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ADAPTING THE CONTENTWhat if the user is not ready to buy?
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HOW GOOD ARE WE?
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if $bounce_rate >= 50 % then we suck
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HOW? WHAT?
Think Do
WHY?
See
Types of content
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AGENCIJA OSKARDiversify the content
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42,11 %Increase in the number of transactions
55,00 % Increase in income
32,96 %Increase in organic traffic
AGENCIJA OSKARSERP pages
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22.000video views per month
13.000articles are read each month
2.486 %increase in traffic
4 37 % bounce rate
BIGBANG.SIinfo portal
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HELPING CUSTOMERS THROUGHOUT CDJ BUILDS YOUR REPUTATION
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ADAPTING THE MARKETINGWhat is our goal?
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TARGET GROUP GOAL USER NEED MESSAGE
DIGITAL CHANNELS
TARGETING KPIs CONTENT
Digital Marketing Framework
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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
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DOTHINKSEE
Build brand awareness
Build brand/product preference & engagement
with a brand Increase sales
Goal
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DOTHINKSEE
Feel connected with a brandLearn more about the
product/category Get best deal possible
User need
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DOTHINKSEE
Creative that builds emotions
Creative encourages research & engagement
Creative focusing on product & offer
Message
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DISPLAY
SEARCH ADS
SEO
FACEBOOK ADS
SEO
DISPLAY DISPLAY
SEARCH ADS
SEO
SOCIAL
FACEBOOK ADS FACEBOOK ADS
DOTHINKSEE
Digital channels
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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
Targeting
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DOTHINKSEE
Reach & FrequencyBrand Search% New Visits
Number of mentions
Number of leadsEngagementPage Depth
Assisted conversionsCTR
RevenueConversion Rate
Profit
KPIs
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HOW TO APPLY THIS TO DISPLAY ADVERTISING?
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WIDE TARGETINGAffinity, demographics,...
BUILDING EMOTIONAL CONNECTION
WIDE ORIENTED CREATIVE
Adaptation of advertising
SEE
4 BRANDING
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Adaptation of advertising
THINK 1
2
3 ENGAGEMENT WITH A BRAND
CREATIVE WHICH ENCOURAGES RESEARCH
4 BUILIDNG RELATIONS
SPECIFIC TARGETINGInterest, In-market, topics based
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Adaptation of advertising
DO 1
2
3
REMARKETING, CLICK STREAM
REVENUE & SALES
FOCUSED ADS
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50 %lower CPA
50 %higher CR
70 %increase in sales
4 992 % ROI
PRINTINK.SIGoogle AdWords
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CAPTURE THE MICRO MOMENTSManageable strategy for every moment
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Use The Power of
Customer Match and Remarketing
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143,18 %higher conversion rate
28,85 %lower costs
84,85 %higher revenue
ADRIA AIRWAYSAdWords Remarketing
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ULTIMATE GOAL IS TO DECREASE CPA
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+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)
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3 BASIC STEPS
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Basic #1:
UNIQUE CONTENT
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Basic #2:
ORGANIC SEARCH
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Basic #3:
REMARKETING