Brand Driven Conversion
Jeroen van Egmond (Butter+Fish)
Marc Maas (XXS)
Topics
• About us
• Left versus right brain – Working with creatives
• Zero moment of thruth
• Case – Carglass
• Brand and...
About us
Butter+Fish | The conversion company
Data Driven marketing agency
Focus on sales & conversion optimalisation
P...
A little story about A/B
testing
Where the left and right brain sometime meet in an creative agency
You are going to
do what.....?!
Oeps…!
Data and touchpoints
Zero Moment Of Truth
Life was so easy (right?)
Thank you: Think Insights with Google
Touchpoints – Zero moment of Truth
Thank you: Think Insights with Google
Inbound marketing
Balance between Push and Pull
can't live with it,
can't live without it.
PUSH PULL
Brand Driven Conversion
Dont forget your brand when creating content.
Online (Data Driven)
campaign
Male, car owners…
Why should we invest in online
campaigning…?
It’s going fine as it is…
Take it a step further…
Ask ourselfs a couple of questions….
What drives conversion?
Campaign creatives
Target audience
Retargeting
Holiday
Entrepreneurs
Insurance
Whitespots /Hotspots
Car sellers
Woman / young mothers
General...
Conversions*
After the campaign stopped
Result
• Defined new target audience..
3. Campaign /
traffic
4. Conversion test 5. Statistics 6. Results1. Strategy /
Tactics
2. Concept
The proces: Plan, Do, Ch...
Data is awesome…
• … do not forget your brand
• Well known and trusted brands just sell easier
The “old” models still work (1925)
conviction
Satisfaction
Brand & Challengers
Butterfly in the Boxingring
7 rules for challengers who want to win
and marketleaders who don’t want to
lose.
1. Inside is outside
2. Win your client ...
One last thing…
If you are not getting the data or conversion you are hoping for?!
Butter+Fish | The conversion company
J.S. van Egmond | Managing partner
vanegmond@butterandfish.nl
Data-Driven Marketing Roadshow Butter+Fish - March 25, 2014
Data-Driven Marketing Roadshow Butter+Fish - March 25, 2014
Data-Driven Marketing Roadshow Butter+Fish - March 25, 2014
Data-Driven Marketing Roadshow Butter+Fish - March 25, 2014
Data-Driven Marketing Roadshow Butter+Fish - March 25, 2014
Data-Driven Marketing Roadshow Butter+Fish - March 25, 2014
Data-Driven Marketing Roadshow Butter+Fish - March 25, 2014
Data-Driven Marketing Roadshow Butter+Fish - March 25, 2014
Data-Driven Marketing Roadshow Butter+Fish - March 25, 2014
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Data-Driven Marketing Roadshow Butter+Fish - March 25, 2014

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Presentation by Butter+Fish Founder Jeroen van Egmond. Data-Driven Marketing Road Show at De Balie in Amsterdam, March 25 2014

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Data-Driven Marketing Roadshow Butter+Fish - March 25, 2014

  1. 1. Brand Driven Conversion Jeroen van Egmond (Butter+Fish) Marc Maas (XXS)
  2. 2. Topics • About us • Left versus right brain – Working with creatives • Zero moment of thruth • Case – Carglass • Brand and Challengers
  3. 3. About us Butter+Fish | The conversion company Data Driven marketing agency Focus on sales & conversion optimalisation Part of full service communications agency – XXS AMSTERDAM
  4. 4. A little story about A/B testing Where the left and right brain sometime meet in an creative agency
  5. 5. You are going to do what.....?!
  6. 6. Oeps…!
  7. 7. Data and touchpoints Zero Moment Of Truth
  8. 8. Life was so easy (right?) Thank you: Think Insights with Google
  9. 9. Touchpoints – Zero moment of Truth Thank you: Think Insights with Google Inbound marketing
  10. 10. Balance between Push and Pull can't live with it, can't live without it. PUSH PULL
  11. 11. Brand Driven Conversion Dont forget your brand when creating content.
  12. 12. Online (Data Driven) campaign
  13. 13. Male, car owners…
  14. 14. Why should we invest in online campaigning…? It’s going fine as it is…
  15. 15. Take it a step further… Ask ourselfs a couple of questions….
  16. 16. What drives conversion?
  17. 17. Campaign creatives
  18. 18. Target audience Retargeting Holiday Entrepreneurs Insurance Whitespots /Hotspots Car sellers Woman / young mothers General Target audience Retargeting Holiday Whitespots /Hotspots Woman / young mothers General Target audience Retargeting Holiday Whitespots /Hotspots Woman / young mothers General Target audience Retargeting Holiday Woman / young mothers General CTR* Conversies ** Evaluatie en optimalisatie Target audience Car sellers Entrepreneurs Insurance NEW Algemen texttlinks + extra budget Banners + textlinks Whitespots Banners Hotspots Den bosch Almere Textlinks: Hotspots Whitespots young mothers Holiday Target audience Retargeting Woman / young mothers General
  19. 19. Conversions* After the campaign stopped
  20. 20. Result • Defined new target audience..
  21. 21. 3. Campaign / traffic 4. Conversion test 5. Statistics 6. Results1. Strategy / Tactics 2. Concept The proces: Plan, Do, Check, Act!
  22. 22. Data is awesome… • … do not forget your brand • Well known and trusted brands just sell easier
  23. 23. The “old” models still work (1925) conviction Satisfaction
  24. 24. Brand & Challengers Butterfly in the Boxingring
  25. 25. 7 rules for challengers who want to win and marketleaders who don’t want to lose. 1. Inside is outside 2. Win your client harts 3. A pricefigther is not a challenger 4. Get in to the boxingring 5. Attack your opponent in his weakness of his strength 6. Move like a butterfly 7. Fcuk the comfort zone
  26. 26. One last thing… If you are not getting the data or conversion you are hoping for?!
  27. 27. Butter+Fish | The conversion company J.S. van Egmond | Managing partner vanegmond@butterandfish.nl
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