Traffic Segmentation & Why it Matters - SMX Advanced
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Traffic Segmentation & Why it Matters - SMX Advanced

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From SMX Analytics presentation on Traffic Segmentation.

From SMX Analytics presentation on Traffic Segmentation.

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Traffic Segmentation & Why it Matters - SMX Advanced Traffic Segmentation & Why it Matters - SMX Advanced Presentation Transcript

  • Traffic Segmentation & Why It Matters Providing unique experiences to unique people
  • “ ROIGraphics”
  • What ARE “ROIGraphics”?
    • The reality is – the more targeted your campaigns, the more likely you are to convert.
    • Using data you have – and visitors you get – you have everything you need to deliver high ROI landing pages
  • ROIGraphic #1) Demographics
    • MSN has a cool tool to show demographics by URL or keyword phrase http://kl.am/MSNDemographicTool
    • Ask demographic questions when you gather info for your Email Marketing Lists
        • ASK the question but don’t make it required –you do NOT have to put “(optional)” next to demographic questions – you just cannot make them “required.” This can increase the response rate.
    • Hire someone that can do this work for you.
  • What Demographic(s) Visit(s) your Site?
    • Female –60%
    • Male –40%
    • Predicted Age Distribution
      • 35-49 31.66%
      • 50+ 25.14%
      • 25-34 24.69%
      • 18-24 14.34%
      • < 18 4.17%
  • What Demographic Searches for your Keywords?
    • Females (68%)
    • Males (32%)
    • Predicted Age Distribution
      • 25-34 33.2%
      • 18-24 29.79%
      • 35-49 18.49%
      • <18 15.75%
      • 50+ 2.74%
  • Ideas for Demographic Targeting
    • PPC – All of the “big 3” offer demographic targeting
    • Email Marketing – Gather your Email Marketing list via signups – and ASK demographic questions. Then send email marketing blasts targeted to that person’s demographic
    • Targeted banner ads – seniors @ AARP youth @ MTV Nickelodeon
  • ROIGraphic #2 - Geographic
    • Geographic Targeting has been around for a long time.
        • PPC – Set your ads to show in a specific zip code, state, city or area.
        • Banner Ads – purchases made on sites that serve your region
        • Email marketing – offer different deals to those that can drive in vs. order online or fly in
          • Ex. Vacation Rental company offering 3 day weekend deals to those within 4 hr drive vs. 7 day deals to those that fly in
  • ROIGraphic #3 Psychographics
      • Target based on Lifestyle and interest traits
      • There are Psychographic “Hooks” you can use
        • Arousal & Attraction (Sex Sells)
        • Procrastination - Last Minute Shoppers Pay More for Convenience
        • Trendy or “star-endorsed” commands premium prices
      • Create demand within a psychographic set – then fill that space
  • Deliver to your ROIgraphic
    • Targeting is just a portion of the process
    • Deliver well thought out and targeted landing pages
    • Always build at least 2
    • Consider your audience and use images, colors, content that appeals to that audience.
        • Most moms like family pictures, soothing colors and value with lots of text so they can read & research
        • A majority of teens & Young Collegians like trendy, hip & star-studded with minimal text – mostly photos sell these folks
        • Young married women w/o kids like clean, crisp, value, photo rich but clear FAQs
  • Thank You! Web Design, Development & Marketing for Travel & Tourism Websites [email_address] (888) 840-5893