Traffic acquisitionchannels have boomed. It is not only about bannering and adwordsanymore.Digital media has evolvedinto a participative mode and the expectations of consumerstowards media and advertising have stronlgyevolved. Users are looking for a real experiencewith the brand: thismeansthat the brand needs to create value for the user in order to sparketheirinterest, but on the other hand the brand needs to be open and approachableenough to allow interaction withtheirconsumers
Digital media have the advantagethat data isavailable and we all know that data trumps intuition.The disadvantageisthatthereis a lot of data available. You need to definewhat data isgoing to giveyou insights youneed to measure the efficiency of your marketing spend, but alsowhat data isactionable.So, whenyou are ready to optimise youradvertising, youwill have to look at the data, set priorities and develop a clear action plan
It doesprobablysound as the mostlogicalthing, but youcan’tbuildyour a story withoutknowingwhatcharacteristics of your product you want to advertise and knowing your audience. The story is about connecting the dots between what your product benefits are and what the audience wants to hear. It is not about twisting the truth, but it is about adapting it to your audience. What you want to do is to show the added value that you as a brand can bring to a specific audience (eg car insurance – special offer for people who are particularly concerned with the environment / special promo low milage / special product: bike insurance)The creative, the copy will guide the user all the way to the conversion – with a minimum of disruptions
Knowingthatyour audience are tennis loversis good.Adaptingyour message to those tennis lovers (copy, creative or the keywords thatyou use in adwords) willboostyour conversion
If you analyse the data thatyou have about your tennis lovers, youmightfind out thattherethosewearingredreallyrespondverywell to youradvertising . They come to your site they look around but… withpropermeasurementyouwillseethattheyleavewithoutany action
Whenyoudig a littledeeper, youwillseeindeedthatthe ones inred are frequentvisitors but that the ones in yellow are the onesthatgenerate the most ROI and have the biggestpotential in becoming a returning or loyal customers.Once you know that, we come back to the initial statement, whereyouwilladaptyour story, youradvertisingsothatyouactivate in particularthosedressed in yellow.The pointis : getyour story right and adaptit to the different segments in your audience. This meansgathering user information, profiling and segmenting. And finding out whatmakesthemact – eachindividual or segment separetly
Limit navigation to make sure users don’t get lost and to minimize distractions. Make sure that you are pointing the user toward the offer so they can take an action.Get smart with forms. Capture the information even if the form or cart is abandoned and then follow up with abandoned leads.
I am not judgingany of these versions and I don’twhich one convertsbetter, but what I do know isthatdifferent versions canbetested – and this how I get to the next point
Test and test again. Whetheritis in SEM, in display advertising or an emailing, thereis a wide range of elementsthatcanbetested and youneed to make sure youmeasure far enough – all the way to the end of the funnel to understand the real impact.The creative, the copy, the promotion, the moment you display youradvertising or sendyour email (daytime/evening, weekday/weekend). Eventarget groups mayreactdifferently to different versions of an ad (or language groups)
To befound by ourtarger audience, that’swhywe use advertising.But new trends and changes in the media landscapemeansthatwe have to move awayfromclassicalthinking.1. Be consistent in your messages and intergratethem in the differentchannelsthatyou use – refer to yourwebsite in printads or billboards / adaptyour message in your SEA, createspecific landing page. This iswhereyouwillrealisethat 1 + 1 =3. That iswhyitis important thatdifferentagenciesworktogether2.We are in the era of multitasking media consumers – +50% of media consumersunder 36y use different media simaltanuously / wtach TV, surf on the net / listen to radio and access internet on your mobile – meansthat the attention is more difficult to capture and the one hand, but on the other, itcreatesopportunity to build convergence between the differentchannels and go multi-media3. Use social media to complementyouractualadvertising efforts - use tweets, facebook or youtube to createvisibility for your brand and to build a relationship with new and existing customers. A solid presence in social media will also allow you to boost – complementary to SEO – your ranking in search engines
Get granular with analytics. Don’t limit yourself to visitors and conversions.a. use your analtycis tool to segment your visitors and sometimes starting with simple segmentation is sufficient: where they come from and who did what. Overtime you can grow your segmentation by adding profile information and crossing it with operational or CRM datab. document changes and compare the before-and-after to see if the change had an impactc. Then start with creating funnels and see visually where failure occursAnalyticswill not giveyou the reasonwhyyou have failureatsome points on your site or in yourcampaigns but itgiveyou the data youneed to starttesting and comparingresults
It isprocessthattake time. You don’tget to the bigbuckswith effort. It startswithseeding and givingyouradvertising fertile groundwhereitcangrow and bloom. That’swhyweneed the differentelementmentionedbefore. And finallyitalsorequiressufficientresourcesthatwilltake the time to nurtureit all the waythrough the growingprocess.
Traffic Acquisition Optimization
How to get the most out of your traffic acquisition<br />LBi’s Client Afternoon4thFebruary 2010<br />