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

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