Art of Persuasion in Online Marketing

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Art of Persuasion in Online Marketing

  1. 1. <ul><li>Analyzing customer trends to make smart marketing decisions </li></ul><ul><li>...in real time </li></ul>The Art of Online Marketing Persuasion Marketing 2.0
  2. 3. <ul><li>3 Hot trends in online marketing </li></ul><ul><li>using the art of persuasion </li></ul>1. Conversion Optimization 2. Behavioral Analytics 3. Social Media Marketing
  3. 4. <ul><li>Conversion Optimization </li></ul>
  4. 5. <ul><li>A click on an online ad doesn’t mean much </li></ul><ul><li>without a conversion (sale, download, etc.) </li></ul>
  5. 6. <ul><li>How you engage visitors after the click </li></ul>Conversion Optimization is also known as post-click marketing
  6. 7. <ul><li>Two most important elements of conversion optimization </li></ul>Message Match Pre- Conversion Segmentation
  7. 8. <ul><li>Message match </li></ul><ul><li>increases relevancy, provides instant trust, visitor knows he/she is in the right place </li></ul>
  8. 9. <ul><li>Pre-conversion segmentation </li></ul>
  9. 10. <ul><li>3 reasons pre-conversion segmentation works </li></ul>Self identification: we respond to self identification cues Focused content: contextually relevant content sells better Signaling: “if you target me, you must think I’m a good fit.” ion’s customers that use segmentation convert at 4x the industry average
  10. 11. <ul><li>Behavioral Analytics </li></ul>
  11. 12. Predicts future actions Based on past patterns
  12. 13. <ul><li>Certain actions lead to certain behaviors </li></ul>In the past people who have purchased cookies have also gone on to purchase milk so...
  13. 14. <ul><li>Uncover key factors that drive sales. </li></ul><ul><li>Get more value from your customer data. </li></ul>
  14. 15. <ul><li>Look for customer patterns </li></ul>Behavioral analytics can tell you that: Customers who download a 3rd white paper and also speak with a customer service rep go on to make a purchase within 5 days
  15. 16. <ul><li>Social Media </li></ul><ul><li>Marketing </li></ul>
  16. 17. <ul><li>4 steps to social media success </li></ul>Get their attention Get them to like you Get them to interact Convince them to buy
  17. 18. <ul><li>Social media engagement provides actionable analytics too! </li></ul>
  18. 19. <ul><li>We trust friends more than we trust brands... </li></ul>
  19. 20. <ul><li>But what if brand stewards were our friends? </li></ul><ul><li>“ United Linens isn’t a company. It’s Scott, the marketing director. I can trust him. Some random linen company? Not so much. -Tamar Weinberg, Mashable </li></ul>
  20. 21. <ul><li>3 Hot trends in online marketing </li></ul><ul><li>using the art of persuasion </li></ul>1. Conversion Optimization 2. Behavioral Analytics 3. Social Media Marketing

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