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Understanding Your Audience by Mike Hagley - Vivid Sydney 2015 #Vividideas


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Fresh Egg's Technical SEO director, Mike Hagley, delivered a talk as part of the Vivid Sydney 2015 event.
Mike’s presentation equipped the audience with the tools and techniques to figure out what their audiences are interested in, what their motivations to buy are, what devices they use, and more. He covered:
• How to identify your customer and audience groups
• What your customer and audience groups search for at different stages of their buying journey and why
• Where and how they search – Which digital marketplaces, social platforms and devices do they use?

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Understanding Your Audience by Mike Hagley - Vivid Sydney 2015 #Vividideas

  1. 1. Understanding your audience. by Mike Hagley
  2. 2. Win a free consultation. #VividIdeas @fresheggau
  3. 3. Hello, World!Thanks! In other news…
  4. 4. Introduction. • Understanding digital • Understanding search • Understanding your audience • Audience participation • Personalisation
  5. 5. Understanding digital. We live in a highly connected, digital world.
  6. 6. Highly connected, digital world. Source: Device usage is shifting from desktops and laptops, to mobile devices
  7. 7. Highly connected, digital world. In some countries, mobile device usage is as high as 75% share of web traffic. Source:
  8. 8. Highly connected, digital world. Source: By 2020, there will be 50 billion connected devices, an average of 6.58 devices per person in the world.
  9. 9. Highly connected, digital world. • Smart homes • Wearable technology • Smart and connected cars Soon, we will be living in a Smart World…
  10. 10. Libelium smart world. Highly connected, digital world. At some point in my lifetime, every device with a chip in it will be connected. The Internet of Things. Source:
  11. 11. Understanding search. The evolution of Google.
  12. 12. The evolution of Google. The PageRank algorithm created by Sergey Brin and Larry Page was designed in 1998. It took the current keyword-based algorithms one step further, focussing heavily on links. Source:
  13. 13. The evolution of Google. Google’s early design was minimalistic, priding itself on its highly relevant, 10 blue links.
  14. 14. The evolution of Google. In October 2000, Google launched AdWords, changing the shape of online marketing, and the future of search.
  15. 15. The evolution of Google. Since 2003, there have been 35 noteworthy Google algorithm updates. Source:
  16. 16. The evolution of Google. Google’s algorithm updates aim to keep results relevant. Types of spam include: • Sneaky spam • Keyword stuffing • Content spam • Link spam Source:
  17. 17. The evolution of Google. There is a direct correlation between search engine algorithm updates and Google’s revenue growth (AdWords), peaking at $66.4b in 2014. Over the past 4 years, Google’s revenue has increased by 126%, following its biggest updates to date, including Panda & Penguin. Source:
  18. 18. The evolution of Google. The ever-changing search landscape has pushed marketers to build brands through inbound marketing, and understanding your audience. Source:
  19. 19. The evolution of Google. Google Now is your personal assistant, and query-less search engine, boasting “The right information at just the right time”.
  20. 20. The evolution of Google. Google App Indexing allows users to launch deep content within apps, directly from Google mobile search.
  21. 21. The evolution of Google. Google ‘Now on tap’ allows immediate search functionality for anything, at anytime, anywhere on your phone.
  22. 22. Understanding your audience. In the digital world.
  23. 23. Understanding your audience. “Why would Google place a website on the first page of its index, if the website in question does not cover all facets of its industry or products, is not being spoken about in social channels, and does not have the breadth of content to satisfy the user journey?” This is the essence of inbound marketing.
  24. 24. Understanding your audience. Immersion in our client’s world to understand the marketplace and patterns in customer behaviour. The Fresh Egg approach:
  25. 25. Understanding your audience. We have to build on old-school marketing techniques, and take them one step further, in order to answer pertinent audience-related questions.
  26. 26. Understanding your audience. Audience intent analysis: • Who – the audience groups • What they search for at different stages in the buying cycle, and why • Where, and how they search
  27. 27. Understanding your audience. Demographics: • Tailor website content to drive audience towards specific goals • Integrate with ATL and marketing campaigns
  28. 28. Understanding your audience. What makes your audience tick? What drives them to take action? Are they likely to take action at all? Psychographics is study of the attitudes and beliefs, needs and interests, and motivating factors of your customers.
  29. 29. Once the motivations for action have been determined, frames can be used to structure content and messaging, targeted to your specific audience groups. Understanding your audience.
  30. 30. Understanding your audience. It is possible to influence each and every stage of the buying cycle, so it is important to understand these, in order to optimise for your audience.
  31. 31. Understanding your audience. During the awareness stage, buyers are unsure which product, service or brand they will purchase from, but are instead looking for information and advice.
  32. 32. Understanding your audience. Factors which may influence preference: • Website layout and content • Mindshare • Social mentions from influencers • Unique selling points • Familiarity to brand • Trust, gained from advice and content • Reviews (the experience of others) • Cost (the value proposition) • Options, that are able to match the customer’s needs • Rewards and incentives
  33. 33. Understanding your audience. Conversions still may not occur, due to: • Distractions • Poor purchase process • Change of heart • Inability to make the purchase (out of stock)
  34. 34. Understanding your audience. Your website needs to cater for audience groups other than buyers. • Staff • Partners • Advertisers • Employment seekers • Brand ambassadors
  35. 35. Understanding your audience. Car insurance trigger events: • Buying a new car • Midlife crisis • Car getting old • 3rd child on the way • Buying a used car • Fitting an alarm • Installing a stereo system
  36. 36. Understanding your audience. Marketplaces for buying a new car: • Manufacturer websites • • Marketplaces for installing a new sound system: • Local car audio sites • •
  37. 37. Audience participation. Live audience intent analysis.
  38. 38. Live audience intent analysis. 1. Define audience groups 2. Determine trigger events 3. Stages of the customer journey and keyword use a) Event b) Awareness c) Consideration d) Conversion 4. Analyse marketplaces 5. Test and refine
  39. 39. Personalisation. Why personalise your website?
  40. 40. Personalisation. Personalisation of your website can greatly increase conversion rates, interaction and engagement (time on site). • By device • By sex • By geographical location • By personal preferences & purchase history • By product size • By life event Sources: - -
  41. 41. Thanks… @mikehagley