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Audible.com (2010)
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Audible.com (2010)

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This was a marketing analysis for Audible.com, as well as new acquisition ideas for the company.

This was a marketing analysis for Audible.com, as well as new acquisition ideas for the company.

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Audible.com (2010) Audible.com (2010) Presentation Transcript

  • audible.com
  • Content
    Part 1: Landing Pages
    Listen to a Best Seller
    Free Audio Book
    $1.99 Audio Book
    Audible Starter Kit
    Part 2: Acquisition Ideas
    • Best Seller List
    • Book Clubs
    • Conversion thru Content
    • Coupon Codes
    • Browser Plugin
    • Audio Summaries
  • Landing Page 1: Listen to a Best Seller
  • Landing Page 1: Listen to a Best Seller
    Clear call-to-action
    Headline congruent with ad copy?
    Not asking for TMI
    Visuals not overly distracting
    One simple choice
    Not cluttered
    No text overload
    MV Tested?
    Credibility/ Trust symbols
  • Landing Page 1: Listen to a Best Seller
    Segment 1: “Bargain Hunters”
    • Savvy online shoppers
    • Look for the best deals
    • Growing trend: coupon codes
    Segment-specific keywords
    Appropriate ad copy for search, but wrong LP.
    Other phrases: “discount audio books”, “audio book sale”, “cheap audio books”, “audio book clearance”
    Sub segment: “audio book coupons”, “audio book coupon codes” (coupon codes idea)
  • Landing Page 1: Listen to a Best Seller
    Segment 2: Interested in keeping up with the latest books
    • Avid readers, Concerned with trendiness
    • Possibly less price-conscious
    • Possible high-value segment (RFM)
    • Book club idea
    Segment-specific keywords
    Ad copy
    does not focus
    on segment (possibly lower CTR?), but LP does.
    Alternate ad copy: “Download the newest best sellers to your iPod.” “Download the latest top books to your iPod.”
    “Listen to the latest top books to your iPod.” “Listen to the latest best sellers on your iPhone.”
  • Landing Page 1: Listen to a Best Seller
    No focus on Discounts (segment 1) but does mention Best Sellers (segment 2)
  • Landing Page 2: Free Audiobook
  • Landing Page 2: Free Audiobook
    Segment-specific keywords
    Appropriate ad copy, appropriate LP.
  • Landing Page 2: Free Audiobook
  • Landing Page 3: $1.99 Audiobook
    www.coupon-b.net/Audible-Coupons.htm
    • Only sponsored result (113K organic)
    • Typo in ad copy (Audibles.com)
    • Banner uses old logo
    • Branding guidelines for affiliates?
    • Coupon code idea
  • Landing Page 3: $1.99 Audiobook
  • Landing Page 4: Audible Starter Kit
  • Idea 1: Best Seller List (Micro Sites)
  • Idea 1: Best Seller List (Micro Sites)
    Leverage NY Times Best Seller List Popularity
    NYTimes.com/pages/books/bestseller(Approx. 10 Lists)
    Create landing page (on micro site) per book
    SEMacquisition campaign focused on each new book
    Why not let someone else do the reading? Why order online when you can listen right now?
    Listen to “Book Title” on your iPod. Listen to “Book Title” on the go or in your office.
    Download a best seller and start listening in minutes. Listen to best sellers on the run, right from your iPod.
    Partnership with NY Times online
    On book page: “Download ‘Book Name’ on your iPod.”
  • Idea 2: Book Clubs
  • Idea 2: Book Clubs
    #1 Organic result
  • Idea 2: Book Clubs
    Leverage Book Club Popularity
    Acquisition campaign focused on book club books
    Same idea as Best Seller lists (LP or micro site per book)
    Listen to book club favorites on the run, using your iPod. Listen to “Book Title” on your iPod.
    Listen to “Book Title” on the go or in your office. Too busy for the book club? Try an audio book!
    Affiliate Partnerships
    Partner with online book clubs (Oprah Book Club)
    Leverage book club traffic on 3rdparty sites
    On book page: “Download ‘Book Name’ on your iPod.”
  • Idea 3: Conversion thru ContentAdditional Membership Benefit
    Goals: Increasing Conversion; Increasing Frequency
    Target: Members (infrequent spenders) & Non-Members
    Stream Audible content as added value
    Increase interest and demand urgency
    “Listen to an Entire Chapter FREE!”
    Book club and best seller partnership ideas
    Short samples on 3rd party sites
    How much more likely is a person to read a book after having read the first chapter?
    Get your Free Membership Now
    Choose from over 75,000 audiobooks and more
    Listen to an ENTIRE CHAPTER FREE (member-only benefit)
    Works with Apple® iPod and 500+ devices
    Cancel anytime
  • Ideas 4: Coupon Codes (affiliates)
    Coupon codes Target: Savvy online shoppers
    • Growth over time (seasonal spikes)
    • More recent growth (search + news volume)
  • Ideas 5: Browser Plugin
    Browser Plugin (like Skype IE Add-in) – text recognition
    Target: Current Members (especially impulse shoppers)
    Goal: Increasing Frequency & Recency(through convenience)
    Recognize book titles
    Skype drop-down:
    Call/ Add Contact
    Audible:
    Listen to an Excerpt/ Download Now
    Add to Wish List/ Add to Cart
  • Ideas 6: Audio Summaries
    Audio Summaries (professional, academic)
    Target: Students, Businesspeople
    Examples: getAbstract, Soundview (Delta Skymall)
  • Questions
    Customer & Consumer Segmentation?
    How many?
    Impulse shoppers? Making it easy to shop.
    Top 3-5 Competitors?
    Acquisition Channels (SEM, Affiliate, Email, Remarketing, Display)?
    Surveys customers and consumers?
    Affiliate Program
    Helping them increase conversions?
    Branding guidelines?