Are you putting all your eggs in one basket? World Hostel Conference 2011
What do I need ?What are my objectives ? How do I reach them ? Will I use KPIs to measure success?
Aggregators Podcasting Promotional Microsites Social Advertising Affiliation Viral marketing Conversion optimization E-Commerce Digital product configuration Rich Media Ads Adver-Gaming Display Web Analytics Press releases SEO SEM AB Testing Usability Social Media E-Polls Contextual E-Branding Online Advertising ReputationE-mail Marketing Management Digital Public Relations E-CRM Funnel MultitestingMobile Apps Electronic Coupons Remarketing
Directories Articles Research / White Papers News / Media / PR InfographicsComment Marketing Social NetworksBlog + Blogging WebinarsBookmarking Document Sharing Forums Word of Mouth Online Video Podcasting Direct / Referring Links Q+A Sites Partner sites
Nearly 80% of clicksADVANTAGES Return on investment Excellent return on investment Only pay per click received Structural growth Immediate results Medium / long term benefit High flexibility (segmentation) Relevance, prestige, awareness Easy internal implementationDISADVANTAGES Not immediate results Not structural growth Low flexibility High CPAs in competitive markets Not easy internal implementation Increasing advertising costs Depends on ability of provider Lower ROI
Brand awarenessADVANTAGES Customer proximity / loyalty Word of mouth advertising SEO support and enhancement High traffic volumes towards website Poor quality traffic directed towards websiteDISADVANTAGES Not suitable for direct conversion Reputation management challenges Indirect approach to customers Constant update requirements
Greater creative margins than text adsADVANTAGES Thematic / target segmentation Retargeting - RemarketingDISADVANTAGES Brand Awareness CPC model not always available Banner blindness Rich media production costs Big consumer products or niche markets?
Low costsADVANTAGES Strong segmentation Customer Relationship management Direct response Added value to other channelsDISADVANTAGES Low % of response (needs big numbers) Decreasing popularity among youth target Might be perceived as Invasive Spam filters, blacklisted IPs…
Conversion Funnel v Hostel Details 22.036 v (18%) v 4.068 Personal DataWhere are we loosing ourcustomers? (22%) v 879 Reservation Conversion 3.99%
Payment per sale or leadADVANTAGES Brand awareness on relevant sites Possible SEO benefit (backlinks) Low development costsDISADVANTAGES High monthly fees of affiliate platforms High commissions to be paid Halo effect: sale attribution conflicts Accurate source revenue analysis
KPIsAlways be alert…What do potential customers think of the website?Are we going in the right direction?Do we have to change conversion routes?What do we need to keep, eliminate or improve?How to improve ROI?The next strategy to follow?