Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?
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From search and social media to analytics and optimization, marketing has really gotten geeky. It's nearly impossible to keep up, so what should business owners know about online marketing in order to make good decisions about their web presence? This presentation is both a broad overview of key web marketing disciplines as well as a quick dive into some of the concepts and vocabulary behind them. Presented on Wednesday, August 18th to the Women Business Owners Special Interest Group of the Nashville Area Chamber of Commerce.
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Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?
- 3. Traditional Marketing Path Awareness Preference Purchase Loyalty
- 5. How do you plan for all this?
- 7. Let’s Talk About Search .
- 8. What’s changing in the Web landscape?
- 9. Remember the Pre-Search Web?
- 11. And then ...
- 13. Google changed everything .
- 15. The Audacity of Google Facebook
- 16. Facebook Moving In On Google’s Turf
- 18. How Many ‘Experts’ Are There Really? 13,000? 36,000 ?
- 23. Analytics : With Great Power Comes Great Accountability.
- 35. Traffic: Who’s coming to the site?
- 38. Engagement: What’s happening once people get there?
- 40. Are You Ready for the Social Web?
- 47. Traditional Marketing Path Awareness Preference Purchase Loyalty
- 48. Social Marketing Path Reach / Exposure / Awareness Engagement Influence Goal Action
- 49. Social Marketing Path Select Measures # of Visits # of Visitors Comments Click-throughs Duration Repeat visits Registration Retweets Purchase Consideration Likelihood to Recommend Purchase Attend event Tell a friend Contact Reach / Exposure / Awareness Engagement Influence Performance of Goal Action
- 50. What are Ideal Measures? Reach Clickthroughs Purchases Awareness
- 52. Unprecedented Technologies: A Look at Optimization
- 53. How are most design decisions made?
- 58. In other words... in a vacuum.
- 59. How should design decisions be made?
- 62. HPPO Data trumps opinions. Even highly paid ones. Use conversion-related metrics to determine executive-relevant strengths and weaknesses of the site.
- 63. Committee If it isn’t interesting to the user, ditch it. Use engagement metrics to determine what keeps users on the site.
- 64. Design for Design’s Sake Think users like your design? Prove it. If your creative success can’t be measured, it may not be valued.
- 65. Finger in the Wind “ Great idea! I’ll add it to the testing roadmap.” Trendy ideas are worth knowing about. But they may not work in your situation.
- 68. Gathering Balanced Input focus groups A/B or MVT results usability studies / interviews surveys analytics data
- 71. Customer Expectations Are Changing
- 73. Q&A
Editor's Notes
- back up to web analytics
- As you can see, those different tools and services can be grouped into categories: Publication tools with blogs ( Typepad , Blogger …), wik is ( Wikipedia , Wik ia , Wetpa int …) and c itize n journ alism po rtals ( Digg , Newsvine …) Sharing tools for v ideo s ( You Tube …), pictures ( FlickR …), links ( del.icio.u s , Ma.g nolia …), music ( Last. fm , iL ike …), slideshows ( Slideshar e ), products reviews ( Crowdstorm , Stylehiv e …) or products feedb acks ( Feedback 2.0 , G etSatisfac tion …) Discussions tools like f orums ( PHP bb , vBulleti n , Phorum …), video forums ( Seesmic ), instant messaging ( Yahoo! Messeng er , Windows Liv e Messenger , Meebo …) and VoIP ( Skype , Google Talk …) So cial ne tworks ( F acebook , My Space , Bebo , Hi5 , Orkut …), nic he soci al networks ( LinkedIn , Boompa …) and tools for creating social n etworks ( Ning ) Micropu blication tools ( Twitter , Pow nce , Jaiku , Plurk , Adoc u …) and alike ( twi txr , tweetpeek ) Social aggregat ion tool s like lif estream ( FriendF eed , Socia liz r , So cialt hing! , lifestrea.ms , Profilactic …) Platf orms for l ivecas t hosting ( Justin.tv , BlogTV , Yahoo! Live , UStrea m …) and there mobile equivalent ( Q ik , Fli xwagon , K yte , L iveCastr …) Vi rtual w orlds ( Secon d Lif e , Entropia Univers e , The re …), 3D chats ( H abbo , IMVU …) and teens dedicated virtual universes ( S tardoll , C lub Penguin … ) Social gaming plat forms ( ImInL ikeWithYou , Do of …), casual gaming portal s ( Pogo , Ca fe , Kongregate …) and social networks enabeled games ( Th ree Rings , SGN ) M MO ( Neop ets , Gaia O nline , Kart R ider , D rift City , Maple Story ) and MMORPG ( Wor ld of Wa rcraft , A ge of Conan …)
- why people are online
- just be prepared that you won’t know it all
- the acquisition of Omniture by Adobe in September is a clear argument for objectivity in design
- the only reason I have test results as less objective and less quantitative is that you’re often testing your own biases and can end up “proving” something that isn’t true across the board