Roadmap for Success in
Online Marketing
Steve Latham
Founder & CEO

Question #1
How important is the Web as a
marketing channel for your business?
Not Important
Somewhat Important
Very Important!

Question #2
How would you rate your current online
marketing capabilities
What capabilities?
We got some game
WE ROCK!

Question #3
What is your #1 online marketing goal?
E-Commerce and/
Brand Building
or Lead Generation
Customer Sales Support
Communications

My goals for today…
Provide some useful data points
Prescribe a Roadmap for Success
Explain how to measure ROI
And if that doesnʼt work…
...Iʼll try to impress you with graphics and
animation

Consumer Behavior is Changing…
Web accounts for >30% of media time (1)
We’re #2!
Online is becoming the medium of choice
 #1 medium among under 30 (2)
 15 million seniors online (growing fast)
50% of online time = “communitainment”
 Community, Interaction, Entertainment
 Enabled in part by Social Media
(1) Credit Suisse, 2006
(2) Forrester 2006

Media Landscape is Changing…
In one word… fragmentation
 1966: 5 mediums dominated
 2006: 30+ mediums
TV no longer offers same reach
 1977: 70% reach  3 commercials
 2007: 70% reach  184 commercials
 >50% of primetime TV is time-shifted
(Most) print news circulation is declining
Radio losing share to Satellite + iPods
Direct Mail is losing effectiveness

What This Means to Us (Marketers)
“Prime-Time” has been replaced by “My Time”
 Consumers choose when and how they engage
Web impacts all businesses
 While only 3% of retail sales are done online…
 Web influences 25% of offline sales(1)
 70% of searchers purchase offline
 p.s. they spend more in-store
Customers have high expectations
 They expect to find “it” quickly and
easily…regardless of device
Customers have more options
 Competitors are only clicks away

What To Do in Troubling Times?
Weak economy  shrinking budgets
Increases focus on ROI
 Leads, Transactions, Revenue
Follow lead of savvy brands
 Shift budgets to digital
 Focus on proven methods
 Test, Test, Test

Start With a Foundation
Optimize Site Usability and Effectiveness
 Good User Experience + Effective Branding + CTAs = $$$
Establish metrics and system for measuring results
 Focus on metrics that indicate intent to purchase
Search Engine Marketing
 Engage customers who are “in the market”
Email marketing
 Cultivate long term relationships
Site Usability Metrics Search Email

Whatʼs Next?
???
UGC Mobile
Social Media Display Video
Site Usability Metrics Search Email

…if youʼre interested in Social Media
What the #*&@%# ???

How to Play in Social Media
Participate in online discussions
 Start posting on other sites
 Be transparent: http://flyertalk.com/forum/showthread.php?t=786742
Get on LinkedIn, Facebook and Twitter
 Low-cost way to reach and engage audiences
 Make sure you have resources to market it!
Invite a dialogue on your site
 Invite users to Rate, Review and Participate in discussion
 Market like crazy!

What To Measure?
Basic Metrics
Engagement metrics
 Impressions
 Frequency of visit
 Clicks / Visits
 Pages viewed per visit
 Page views
 Time on site
 Registrations
 Transactions
Web 2.0 Metrics
 Posts / Participation
 Viewing Videos or Photos
 Uploading content
 Sharing / Posting

Take a Holistic View
Some results are directly traceable… but many are not!
 Due to cookie deletion and multiple machines
Case Studies:
• Retailer: display campaign drove 30% increase in traffic
• Bank: Saw 4 “untraceable” actions for every traceable 1 action
Create a baseline

for comparison
Agree upfront how to

attribute credit

Communicate in a Way that Works
Communicate Results, not data
Daily and Cumulative
Leads
Executives LOVE Dashboards!
Cost per Lead by
Campaign # Leads by Outlet
Outlet
Summary

How Do We Value Engagement?
Determine how Actions  Intent
Action
Value
Visits
Indicates awareness
Registrations
Indicates consideration
Store lookups
Indicates preference
Coupon Downloads
Indicates action
Tell A Friend
Indicates loyalty
Forecast how Intent  $$$
 Some % of those who show Intent will buy
Do the math and apply across each set of actions
Use common sense to normalize results

A Quick Example
Investment
$10,000
Impressions ($5 cpm)
2,000,000
Visits (direct and indirect)
10,000
Registration (lead) rate
3%
Lead Close rate
10%
Revenue per customer
$2,500
Expected Results:
Another way to view
• 300 leads
it:
• 30 customers
• Value per visit: $7.50
• $75k in revenue
• $7.50 ROAS*
• Cost per visit: $1.00

In Closing…
We all know the value is there…
…we need to focus on what works
…we need to quantify the results
Success requires…
 Methodical approach
 Analytical rigor
 Creativity
 Common sense
Today Iʼve showed you one approach
 Many others exist – feel free to share!
Letʼs stay in touch!
 Check out my blog http://blog.spurinteractive.com
 Join me on Facebook and LinkedIn
 Email me steve@spurinteractive.com

About the Presenter
Steve Latham is the founder and CEO of
Spur Interactive, a strategic interactive marketing
agency. In this role, Steve has planned and managed
successful campaigns for leading brands, including
ConocoPhillips, FedEx Kinko's, Southwest Airlines,
The Scooter Store, and Halliburton.
Steve is an accomplished industry lecturer and an
active member of the business and non-profit
community. Steveʼs articles on interactive strategies
have been published by MediaPost and iMedia
Connection and he has been quoted in PR Week, B to
B Magazine, Fortune and CNN.com.
Steve received an MBA from Harvard Business
School and a BBA from the University of Oklahoma.
You can find Steve on Facebook or email him at
steve@spurinteractive.com .
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