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Smarter Marketing: Using online intelligence to inform customer development
 

Smarter Marketing: Using online intelligence to inform customer development

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Presentation given to the business intelligence special interest group of the PMI Nashville chapter

Presentation given to the business intelligence special interest group of the PMI Nashville chapter

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  • just be prepared that you won’t know it all
  • Not much going on here, and most of these searchers are not your customers. There must be a better way.
  • BUT! Now they’re not specifically thinking about wings. What to do?
  • why people are online

Smarter Marketing: Using online intelligence to inform customer development Smarter Marketing: Using online intelligence to inform customer development Presentation Transcript

  • Smarter Marketing How Leading Companies Are Using Online Intelligence to Inform Customer Development to Inform Customer Development to Inform Customer Development
    • [presented by] Kate O’Neill , CEO of [meta]marketer
    Image credit: funfonix.com
  • The classic dilemma:
    • “ Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
          • - attributed to John Wanamaker, department store merchant
  • The “Old” Days
  • Nowadays
  • Why web marketing kicks all other marketing’s butt
    • You can buy market share in ever-expanding ways AND
    • You can intentionally choose channels that provide you with data and insights for further tuning
  • What if... you could build a competitive advantage on your ability to learn? you could build a competitive advantage on your ability to learn? Discovery Hypotheses Testing Data Findings Insights
  • And what if... this made you better, faster, smarter, and more profitable than your competitors? this made you better, faster, smarter, and more profitable than your competitors? Discovery Hypotheses Testing Data Findings Insights
  • Hypothesis-Driven Marketing Optimization
    • Let’s call this:
    Oooh. Fancy.
  • ALWAYS REMEMBER: Web analytics are people (and dogs) Web analytics are people (and dogs)
    • Easy to work backwards from profitability; also work forwards from empathy
    • A person is complicated enough; people are extra complicated
    • The minute you start blending motives, reactions, etc - you start dealing with a real mess
  • Dashboards...
  • Dashboards... are for Sunday drives. Not off-road races. (And don’t try to tell me business isn’t a race.) (And don’t try to tell me business isn’t a race.) (And don’t try to tell me business isn’t a race.) (And don’t try to tell me business isn’t a race.) (And don’t try to tell me business isn’t a race.) (And don’t try to tell me business isn’t a race.)
  • Segmentation! You need...
  •  
  • B2B: Sale by committee early researchers money people tech approvers others approvers how might you recognize them using problem-statement terminology in search heading straight for your pricing info heading straight for tech specs interested in leadership bios, client list, etc what types of search terms what do they need to move forward how to measure success etc
  • B2C: Sale by touchpoint just browsing specific need logged-in visitor previous visitor previous customer how might you recognize them meandering through pages heavy user of internal search what types of search terms what do they need to move forward how to measure success etc
  • Paging Dr. Drucker:
    • “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
    • “Because the purpose of business is to create a customer, the business enterprise has two—and only two— basic functions: marketing and innovation.
    • Marketing and innovation produce results; all the rest are costs. ”
  • Draper or Drucker? “ I'd have my secretary do it, but she's dead.” “ Limit your exposure.” “ If you don’t like what’s being said, change the conversation.” “ The best way to predict the future is to create it.” “ So much of what we call management consists in making it difficult for people to work.” “ Business, that's easily defined - it's other people's money.” Which one said it?
  • Emerging vs. established concepts
    • Are people actually searching for and talking about your concept?
    • Or are you basing your online acquisition model on wishes and unicorns?
  • “ Hmm. How’m I going to validate that?”
  • Case Study*: Wonderful Cat Wings, LLC * May be fictional
  • + = $ I mean, right? The Basic Idea
  • So how ‘bout search marketing?
    • Start with https://adwords.google.com/select/KeywordToolExternal to find out how people are searching
  • What if we try these instead?
  • Where’s the sweet spot?
  • Marketing Cat Wings cat spoilers, unaware of wings cat spoilers, aware of related market aware of wings aware of brand previous customer how might you recognize them by search terms by search terms direct traffic; concept searches direct traffic; brand searches direct access to login page; cookie what types of search terms cat accessories, cat toys cat clothing cat wings, gold cat wings Wonderful Cat Wings {brand} + login or help what do they need to move forward cat wings are ideal cat toy, accessory images of cats in cat wings? selection? price? quality? quality? return policy? support? appreciation? how to measure success engagement purchase; signup for newsletter purchase purchase? return visits, referrals etc
  • Slight Tangent: Anyone (besides me) remember the pre-search Web? pre-search Web? pre-search Web? pre-search Web?
  •  
  •  
  • Google changed everything . . .
  • The Consequences of Google of Google
    • Emphasis on ranking high in the ‘One True Search’ led to
    • Emphasis on inbound links at any cost which led to
    • Creation of web litter, spam sites, bogus articles, spam blog comments, questionable endorsements, an industry of “experts”, etc
  • The Audacity of Google of Google Facebook
  • Who owns info discovery?
  • It’s (almost, kind of) a Post-Search World, baby Post-Search World, baby
    • But we’re still a changed user base
    • “ Experts” bringing the mindset of shady SEO to social media (unfortunately) - manipulate results, rank high, add junk
  • But then again, not quite.
  • Run a Facebook ad just to learn. just to learn.
  • (You don’t have to spend very much to find out something new.) And you can export the data!
  • But then take what you learn back to search.
  • Social Ad Spending
  • Social Commerce Phases
  • Tools Used to Analyze
  • Example Content Engagement Plan Source: http://www.jeffbullas.com/2011/08/25/20-ideas-for-content-that-engages/
  • Use social to boost search. boost search.
  • Share your blog posts. On Twitter, Facebook, LinkedIn, or wherever you’ll reach your audience.
  • Make it Meaningful
    • Relevance is key Always has been, always will be
    • Be where your audience is
    • Focus on building relationships
    • Pay attention to what’s shared in your friend circles
  • Make it Memorable
    • Remarkable content is far more likely to get retweeted
    • Share-able / retweetable - Add to Any / ShareThis links on everything
    • Remember “friendsourcing”
  • Make it Measurable
    • ...or at least try
    • You can’t optimize what you don’t measure
  • But how ? Measuring Social Media Social Media Social Media
  •  
  • Marketing Basic: The Path Awareness Consideration Preference Purchase Loyalty
  • New-fangled Online Marketing Path Awareness Consideration Preference Purchase Loyalty Exposure Attention Engagement Conversion Referral
  • Online Marketing Path Metrics Awareness Consideration Preference Purchase Loyalty Exposure Attention Engagement Conversion Referral Impressions Followers RSS Subscribers Fans Click-throughs Blog Comments # of Visitors # of Visits Retweets Time on Site Pages per Visit Duration Registration Purchase Attend event Tell a friend Contact Repeat Visits Repeat Purchases Likelihood to Recommend
  • Where is everybody? Awareness Consideration Preference Purchase Loyalty Exposure Attention Engagement Conversion Referral Impressions Followers RSS Subscribers Fans Click-throughs Blog Comments # of Visitors # of Visits Retweets Time on Site Pages per Visit Duration Registration Purchase Attend event Tell a friend Contact Repeat Visits Repeat Purchases Likelihood to Recommend
  • What are the Ideal Measures? Reach Clickthroughs Purchases Awareness
  • How to Set Up Tracking
    • You do use an analytics package, right?
    • Use campaign variables
    • Link shorteners with integrated analytics (bit.ly, ow.ly, urlzen, kl.am)
  • And just monitor it.
  • See opportunity somewhere? Good. Good. Good.
  • Now. How are you going to get better? How are you going to get better? How are you going to get better?
  • (A really quick overview of test-driven marketing optimization.) test-driven marketing optimization.)
  • You can’t improve what you don’t measure.
  • Marketing Reach Site Conversion You’re doing some thing today. But how well?
  • Expanded Acquisition Efforts Site Improvements How will you know when you’ve succeeded?
  • How will you know how to do it again?
  • How will you know how much better off you are?
  • Use data to get smarter.
  • Of course you’ll never get all visitors to convert...
  • But you can convince more of them over time. of them over time.
  • Does your site work? Are you willing to bet half of your leads? Are you willing to bet half of your leads? One of these landing pages decreased conversions by 50%. Would you know which one?
  • What does testing do?
  • Oh, and it works for engagement, too.
  • Which engages visitors more: or this one? This value proposition:
  • Nearly 800% lift in engagement! in engagement!
  • Free tool: Google Website Optimizer Google Website Optimizer
  • Where to start testing
    • Your value proposition
    • Your landing pages
    • Your home page navigation
    • Your conversion points
    • Just about anywhere.
    • Twitter: @kateo @metamarketer
    Facebook: facebook.com/kateoneill LinkedIn: linkedin.com/in/kateoneill Blogs: metamarketer.com kateoneill.me Email: [email_address] Questions? Need help?