#digital Conversion Marketing

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How to set up a digital communication plan that is aiming for the objectives your organisation has set.

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#digital Conversion Marketing

  1. 1. Result Driven Marking 17/02/2011 Bert Van Wassenhove - Chief Digital O cer Square Melon @ibert Square Melon #digitaldonderdag 17 februari 2011
  2. 2. Think before you market convertising in a post digital world Square Melon #digitaldonderdag 17 februari 2011
  3. 3. Who are the stakeholders in business? •Shareholders •Brand/Marketing/Online/... Manager (YOU!) •The Consumer Square Melon #digitaldonderdag 17 februari 2011
  4. 4. Shareholders look for: •Search for % value growth •Price/Earnings ratio •Geographic growth Square Melon #digitaldonderdag 17 februari 2011
  5. 5. Marketeers look for: •Market share (ST <> LT) •Performance <> objectives •Positive purchase intent •Return on investment Square Melon #digitaldonderdag 17 februari 2011
  6. 6. The consumer point of view Square Melon #digitaldonderdag 17 februari 2011
  7. 7. How do we make three stakeholders happy? • We need a plan ... Square Melon #digitaldonderdag 17 februari 2011
  8. 8. Your digital plan ... Square Melon #digitaldonderdag 17 februari 2011
  9. 9. Your digital plan ... Scary  isn’t  it? Square Melon #digitaldonderdag 17 februari 2011
  10. 10. Incrementalism is not the way to go! Square Melon #digitaldonderdag 17 februari 2011
  11. 11. Start om a clean slate, think of the de nition of marketing •Marketing (or: go to market) : the process of creating perceived added value around a product, in order to stimulate sales. •Marketing (of: vermarkten, vermarkting) is het proces van het creëren en leveren van waarde. Traditioneel werd marketing gezien als het geheel van alle activiteiten die erop gericht zijn de ruil van producten of diensten te bevorderen. Square Melon #digitaldonderdag 17 februari 2011
  12. 12. Start om a clean slate, think of the de nition of marketing •Marketing (or: go to market) : the process of creating perceived added value around a product, in order to stimulate sales. •Marketing (of: vermarkten, vermarkting) is het proces van het creëren en leveren van waarde. Traditioneel werd marketing gezien als het geheel van alle activiteiten die erop gericht zijn de ruil van producten of diensten te bevorderen. Square Melon #digitaldonderdag 17 februari 2011
  13. 13. Digital marketing is not about creating cool stu , it’s about making sales go up. Square Melon #digitaldonderdag 17 februari 2011
  14. 14. How do we make sales go up? AMBASSADOR IN G CUSTOMER TIS ER NURTURE NV CO LOYAL CUSTOMER ACTIVATE POTENTIAL REACH ENGAGE CUSTOMER CUSTOMER Square Melon #digitaldonderdag 17 februari 2011
  15. 15. Choosing Channels Square Melon #digitaldonderdag 17 februari 2011
  16. 16. Which channels to choose? The internet is more then just a collection of website. A digital plan must take into account all forms of digital communication. Company- website Square Melon #digitaldonderdag 17 februari 2011
  17. 17. Which channels to choose? The internet is more then just a collection of website. A digital plan must take into account all forms of digital communication. Campaign sites e- Company- commerce website site Square Melon #digitaldonderdag 17 februari 2011
  18. 18. Which channels to choose? The internet is more then just a collection of website. A digital plan must take into account all forms of digital communication. Campaign sites e- Company- commerce website site Twitter Facebook Location Referring sites Based Services Blogs Fora Square Melon #digitaldonderdag 17 februari 2011
  19. 19. Which channels to choose? The internet is more then just a collection of website. A digital plan must take into account all forms of digital communication. CPC Mobile/Apps advertising Emailing Banners Emailing Campaign sites e- Company- commerce website site Twitter Facebook Location Referring sites Based Services Blogs Fora Square Melon #digitaldonderdag 17 februari 2011
  20. 20. Which channels to choose? The internet is more then just a collection of website. A digital plan must take into account all forms of digital communication. CPC Mobile/Apps advertising Emailing Banners Emailing YouTube Google Images Campaign Google Search sites e- Company- commerce Google Maps website site Twitter Facebook Location Referring sites Based Services Blogs Fora Square Melon #digitaldonderdag 17 februari 2011
  21. 21. Which channels to choose? The internet is more then just a collection of website. A digital plan must take into account all forms of digital communication. CPC Mobile/Apps advertising Emailing Banners Emailing YouTube Google Images Campaign Google Search sites e- Owned Media Company- website commerce site Google Maps Twitter Facebook Location Referring sites Based Services Blogs Fora Square Melon #digitaldonderdag 17 februari 2011
  22. 22. Which channels to choose? The internet is more then just a collection of website. A digital plan must take into account all Paid Media forms of digital communication. CPC Mobile/Apps advertising Emailing Banners Emailing YouTube Google Images Campaign Google Search sites e- Owned Media Company- website commerce site Google Maps Twitter Facebook Location Referring sites Based Services Blogs Fora Square Melon #digitaldonderdag 17 februari 2011
  23. 23. Which channels to choose? The internet is more then just a collection of website. A digital plan must take into account all Paid Media forms of digital communication. CPC Mobile/Apps advertising Emailing Banners Emailing YouTube Google Images Campaign Google Search sites e- Owned Media Company- website commerce site Google Maps Twitter Facebook Location Referring sites Based Services Blogs Fora Earned Media Square Melon #digitaldonderdag 17 februari 2011
  24. 24. Which channels to choose? The internet is more then just a collection of website. A digital plan must take into account all Paid Media forms of digital communication. CPC Mobile/Apps advertising Emailing Banners Emailing YouTube Google Images Campaign Google Search sites e- Owned Media Company- website commerce site Google Maps Twitter Facebook Location Referring sites Based Services Blogs Fora Earned Media Square Melon #digitaldonderdag 17 februari 2011
  25. 25. Which channels to choose? The internet is more then just a collection of website. A digital plan must take into account all Paid Media forms of digital communication. CPC Mobile/Apps advertising Emailing Banners Emailing YouTube Google Images Campaign Google Search sites e- Owned Media Company- website commerce site Google Maps Twitter Facebook Location Referring sites Based Services Blogs Fora Earned Media Square Melon #digitaldonderdag 17 februari 2011
  26. 26. Which channels to choose? The internet is more then just a collection of website. A digital plan must take into account all Paid Media forms of digital communication. CPC Mobile/Apps advertising Emailing Banners Emailing YouTube Google Images Campaign Google Search sites e- Owned Media Company- website commerce site Google Maps Twitter Facebook Location Referring sites Based Services Blogs Fora Earned Media Square Melon #digitaldonderdag 17 februari 2011
  27. 27. Which channels to choose? The internet is more then just a collection of website. A digital plan must take into account all Paid Media forms of digital communication. CPC Mobile/Apps advertising Emailing Banners Emailing YouTube Google Images Campaign Google Search sites e- Owned Media Company- website commerce site Google Maps Twitter Facebook Location Referring sites Based Services Blogs Fora Earned Media Square Melon #digitaldonderdag 17 februari 2011
  28. 28. Which channels to choose: Owned media •A strategic choice: •Is this the center of your online presence •Yes, because ... •No, because ... NURTURE •YES: •Full control over data •More opportunities to stand out •Independence ACTIVATE •No: REACH ENGAGE •Cost •Standing out requires focus Square Melon #digitaldonderdag 17 februari 2011
  29. 29. Which channels to choose: Paid media •Why pay for media? •Reach •Speed •Impact NURTURE •Brand association •Media planning: •CPC •CPI ACTIVATE •Email marketing REACH ENGAGE Square Melon #digitaldonderdag 17 februari 2011
  30. 30. Which channels to choose: Earned media •The value of earned media •Reach is more di cult to attain •Engagement of the consumer is a lot higher (so impact will be higher) •Social media e ect almost guaranteed NURTURE Success = (Reach x Impact)social ACTIVATE REACH ENGAGE Square Melon #digitaldonderdag 17 februari 2011
  31. 31. Square Melon #Digitaldonderdag 17 februari 2011
  32. 32. Square Melon #Digitaldonderdag 17 februari 2011
  33. 33. Which channels to choose: Google media •The power of Google makes it a medium on it’s own •Search •Natural search results •Paid search results (bigger than TV in the UK) NURTURE •But also •Google places (competition for “Gouden Gids”) •Google images & YouTube (2nd search engine) ACTIVATE REACH ENGAGE Square Melon #digitaldonderdag 17 februari 2011
  34. 34. Which channels to choose: Google media •The power of Google makes it a medium on it’s own •Search •Natural search results •Paid search results (bigger than TV in the UK) NURTURE •But also •Google places (competition for “Gouden Gids”) •Google images & YouTube (2nd search engine) ACTIVATE REACH ENGAGE Square Melon #digitaldonderdag 17 februari 2011
  35. 35. TIME  FOR  A  BREAK Square Melon #digitaldonderdag 17 februari 2011
  36. 36. Setting objectives Square Melon #digitaldonderdag 17 februari 2011
  37. 37. Setting Objectives •Goals are a yardstick, a point to measure against. •Reach: •Reach prospects and customers via search engines and brand communications on publisher, social network and partner sites. •Engagement: •Engage through relevant quality content, experiences and conversations on your site. •Activation: •Convert engagement into business value: generate leads and sales. •Nurturing: •Build relationships throughout the customer life cycle through direct digital contact (email, blogs, Social media, RSS Feeds, SMS, IM, ...), conversations and experiences (content). Square Melon #digitaldonderdag 17 februari 2011
  38. 38. Setting Goals Square Melon #digitaldonderdag 17 februari 2011
  39. 39. Setting Goals •Reach KPI’s: •# visits •# visits om SEO & SEA •# visits om a liate marketing •# visits om display ads •# of quality visits •Cost per visit Square Melon #digitaldonderdag 17 februari 2011
  40. 40. Setting Goals •Reach KPI’s: •Engagement KPI’s: •# visits •Site bounce •# visits om rate, duration, SEO & SEA pages/visit •# visits om •Conversion a liate goals: marketing •Contact •# visits om •Call-back display ads •Chat •# of quality •Downloads visits •Newsletter •Cost per visit •Product/ brand page Square Melon #digitaldonderdag 17 februari 2011
  41. 41. Setting Goals •Reach KPI’s: •Engagement KPI’s: •Activation KPI’s: •# visits •Site bounce •From site to •# visits om rate, duration, service, SEO & SEA pages/visit inquiries, sales •# visits om •Conversion •Visit order a liate goals: information marketing •Contact •Visit locations •# visits om •Call-back page display ads •Chat •# of quality •Downloads •Online sales visits •Newsletter •Conversion •Cost per visit •Product/ rate to sales brand page Square Melon #digitaldonderdag 17 februari 2011
  42. 42. Setting Goals •Reach KPI’s: •Engagement KPI’s: •Activation KPI’s: •Nurturing KPI’s: •# visits •Site bounce •From site to •Email database •# visits om rate, duration, service, coverage SEO & SEA pages/visit inquiries, sales •Email •# visits om •Conversion •Visit order engagement goals: information (open/click) a liate marketing •Contact •Visit locations •Repeat visits/ logins •# visits om •Call-back page display ads •Chat •Community engagement •# of quality •Downloads •Online sales (incl. social media) visits •Newsletter •Conversion •Cost per visit •Product/ rate to sales brand page Square Melon #digitaldonderdag 17 februari 2011
  43. 43. Evaluating objectives Square Melon #digitaldonderdag 17 februari 2011
  44. 44. Evaluating your targets •In general: •Work on evolutions rather then benchmarks •Compare only with similar: •Media •Target groups •Websites •Regions •But also check: •IAB •Media partners •The web •Business partners h8p://www.coremetrics.com/soluCons/benchmark-­‐report-­‐black-­‐friday-­‐cyber-­‐monday-­‐2010.php Square Melon #digitaldonderdag 17 februari 2011
  45. 45. Where to start? •Start by asking the following question: Which pages are te most important to reach my objectives? •Home page •Landing pages •Product categories / Products •Branding & information pages •Subscription con rmation / Check-out a er purchase •... •Take an analytical approach, e.g. •bounce rate x page views •exit rate x page views •... Square Melon #digitaldonderdag 17 februari 2011
  46. 46. !"#$%&%$"()%*(*+(%&, Where to start? !"#$%&#()%*+%,+-%(.&(/01(2$%30$"4% BD:%+#;&<;9%*#9( D8#<+%+#;&<;9%*#9( D8#<+@ :GG()@%E%H)8$<;@ J"(I=C$%)%HC)I"#@( J#$(9)>%*#9( H)&CI$%E%J;$(;$%*#9( D;$)>EF;$)%$%GC;;(+ A(9<@$)#$<;%)%B<9;C* :$"()%=(>%$*%+(?(+%*#9(@ :;+<;(%+#;&<;9%*#9( 78(%*#9( -. /-. 0-. 1-. 2-. 3-. 4-. 5-. 6-. source:  craig  sullivan  -­‐  independent  survey  2009 h8p://screenevents.co.uk/IR2010/FILES/pdf/T1/T1_CraigSullivan.pdf Square Melon #digitaldonderdag 17 februari 2011
  47. 47. Measure and monitor your nnel •Measure each step •Put your benchmarks in the nnel •Keep an eye out for CHANGES •Relate changes to in uencing factors (products, promotions, campaigns, pricing, ...) to identi your own in uence Square Melon #digitaldonderdag 17 februari 2011
  48. 48. Scent trails •De ne “scent trails” •Should be part of your site construction programme •Tag in your analytics so ware so you can track easily •Move fast, learn, change & retest •Let’s try nd some scent trails •www.zorgvoorjezaak.be Square Melon #digitaldonderdag 17 februari 2011
  49. 49. Now you know WHAT, but WHY is that? •Don’t take your own experience as a starting point. YOU ARE NOT THE CUSTOMER •Use feedback tools to nd out the consumer’s motivations •FAQ •Helpdesk questions •Surveys •... •Which questions to ask? •Use the analytical information you gathered. •e.g. Launch a survey on why people exit om a certain page. •Ask feedback om people who took “key steps” •e.g. People who bought something or subscribed to a newsletter. Square Melon #digitaldonderdag 17 februari 2011
  50. 50. In Summary Square Melon #digitaldonderdag 17 februari 2011
  51. 51. Start om a clean slate, think of the de nition of marketing •Marketing (or: go to market) : the process of creating perceived added value around a product, in order to stimulate sales. •Marketing (of: vermarkten, vermarkting) is het proces van het creëren en leveren van waarde. Traditioneel werd marketing gezien als het geheel van alle activiteiten die erop gericht zijn de ruil van producten of diensten te bevorderen. Square Melon #digitaldonderdag 17 februari 2011
  52. 52. How do we make sales go up? AMBASSADOR IN G CUSTOMER TIS ER NURTURE NV CO LOYAL CUSTOMER ACTIVATE POTENTIAL REACH ENGAGE CUSTOMER CUSTOMER Square Melon #digitaldonderdag 17 februari 2011
  53. 53. Which channels to choose? The internet is more then just a collection of website. A digital plan must take into account all Paid Media forms of digital communication. CPC Mobile/Apps advertising Emailing Banners Emailing YouTube Google Images Campaign Google Search sites e- Owned Media Company- website commerce site Google Maps Twitter Facebook Location Referring sites Based Services Blogs Fora Earned Media Square Melon #digitaldonderdag 17 februari 2011
  54. 54. Setting Goals Square Melon #digitaldonderdag 17 februari 2011
  55. 55. Setting Goals •Reach KPI’s: •# visits •# visits om SEO & SEA •# visits om a liate marketing •# visits om display ads •# of quality visits •Cost per visit Square Melon #digitaldonderdag 17 februari 2011
  56. 56. Setting Goals •Reach KPI’s: •Engagement KPI’s: •# visits •Site bounce •# visits om rate, duration, SEO & SEA pages/visit •# visits om •Conversion a liate goals: marketing •Contact •# visits om •Call-back display ads •Chat •# of quality •Downloads visits •Newsletter •Cost per visit •Product/ brand page Square Melon #digitaldonderdag 17 februari 2011
  57. 57. Setting Goals •Reach KPI’s: •Engagement KPI’s: •Activation KPI’s: •# visits •Site bounce •From site to •# visits om rate, duration, service, SEO & SEA pages/visit inquiries, sales •# visits om •Conversion •Visit order a liate goals: information marketing •Contact •Visit locations •# visits om •Call-back page display ads •Chat •# of quality •Downloads •Online sales visits •Newsletter •Conversion •Cost per visit •Product/ rate to sales brand page Square Melon #digitaldonderdag 17 februari 2011
  58. 58. Setting Goals •Reach KPI’s: •Engagement KPI’s: •Activation KPI’s: •Nurturing KPI’s: •# visits •Site bounce •From site to •Email database •# visits om rate, duration, service, coverage SEO & SEA pages/visit inquiries, sales •Email •# visits om •Conversion •Visit order engagement goals: information (open/click) a liate marketing •Contact •Visit locations •Repeat visits/ logins •# visits om •Call-back page display ads •Chat •Community engagement •# of quality •Downloads •Online sales (incl. social media) visits •Newsletter •Conversion •Cost per visit •Product/ rate to sales brand page Square Melon #digitaldonderdag 17 februari 2011
  59. 59. Measure and monitor your nnel •Measure each step •Put your benchmarks in the nnel •Keep an eye out for CHANGES •Relate changes to in uencing factors (products, promotions, campaigns, pricing, ...) to identi your own in uence Square Melon #digitaldonderdag 17 februari 2011
  60. 60. Thank you for your attention Bert Van Wassenhove - Chief Digital O cer Square Melon- @ibert Square Melon #digitaldonderdag 17 februari 2011
  61. 61. Sources: •Wim Vanderborght - CEO Square Melon - www.squaremelon.be •Dave Cha ey - www.smartinsights.com •Coremetrics - www.coremetrics.com •Craig Sullivan - http://screenevents.co.uk/IR2010/FILES/pdf/T1/T1_CraigSullivan.pdf •SEOrchers - www.seorchers.com •Bert Van Wassenhove - CDO Square Melon - www.squaremelon.be Square Melon #digitaldonderdag 17 februari 2011

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