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iMedia Brand Summit Australia 2011 dgm

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http://www.imediaconnection.com/summits/28852.asp

What are the successful digital strategies being deployed in the online marketing industry to power the ecommerce revolution

The inside story on which clients are making it look easy

The levers that can be pulled to influence the flow of the customer journey

Practical ways that you can use these proven ideas in your business, to help garner incremental customers cost effectively

Published in: Business, Technology
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iMedia Brand Summit Australia 2011 dgm

  1. 1. Powering the Australian Economy<br />
  2. 2. 2<br />
  3. 3. Powering the Australian Economy<br />
  4. 4. Powering the Australian Economy<br />
  5. 5. Why are we here?<br />
  6. 6. convert site visitors<br />into customers<br />6<br />
  7. 7. Media >> <br />Conversion>><br />CRM<br />7<br />
  8. 8. Media >> <br />Conversion >> <br />CRM<br />8<br />
  9. 9. Media >> <br />Conversion >> <br />CRM<br />9<br />
  10. 10. Media >> <br />Conversion >> <br />CRM<br />Source: Marketmotive 2010<br />
  11. 11. Media >> <br />Conversion >> <br />CRM<br />
  12. 12. Media >> <br />
  13. 13. Media >> <br />Conversion >> <br />
  14. 14.
  15. 15. Consumer reviews are significantly more trusted- nearly 12 times more- than descriptions that come from manufacturers, <br /> (eMarketer, February 2010)<br />15<br />
  16. 16. Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online. <br />(Nielsen Global Online Consumer Survey 2009)<br />16<br />
  17. 17.
  18. 18.
  19. 19.
  20. 20. $<br />
  21. 21.
  22. 22.
  23. 23. Let’s compare the 2010 IAB online expenditure<br />AUD $2.4 BN<br />AUD $6.5BN<br />AUD $27.4BN<br />Source: IAB USA / UK / Australia PwC 2010 report<br />
  24. 24. Now per capita<br />AUD $153 pa<br />AUD $142 pa<br />AUD $114 pa<br />Source: IAB USA / UK / Australia PwC 2010 report<br />
  25. 25. Let’s compare the online retail spend<br />AUD $12BN<br />AUD $91BN<br />AUD $139BN<br />Source: 2010 eConsultancy Internet Statistics Compendium<br />
  26. 26. Now per capita<br />AUD $727 pa<br />AUD $2459 pa<br />AUD $579<br />Source: 2010 eConsultancy Internet Statistics CompendiumSource: Australian Bureau of Statistics , Wikipedia <br />
  27. 27. Finally the ROAS<br />AUD $5<br />AUD $14<br />AUD $5<br />Source: 2010 eConsultancy Internet Statistics CompendiumSource: Australian Bureau of Statistics , Wikipedia <br />
  28. 28. Media >> <br />Conversion >> <br />CRM<br />28<br />
  29. 29.
  30. 30.
  31. 31.
  32. 32.
  33. 33.
  34. 34.
  35. 35.
  36. 36. Media >> <br />Conversion >> <br />
  37. 37. $20 ROAS<br />
  38. 38. $50 ROAS<br />
  39. 39. $500++ ROAS<br />
  40. 40. Conversion Management the art of…<br />40<br />
  41. 41. convert site visitors<br />into customers<br />41<br />
  42. 42. Who determines <br />the path?<br />
  43. 43.
  44. 44.
  45. 45.
  46. 46.
  47. 47.
  48. 48.
  49. 49.
  50. 50. 50<br />
  51. 51.
  52. 52.
  53. 53.
  54. 54.
  55. 55.
  56. 56. Amazon – Continual Improvement<br />Late 90s<br />Early 2000’s<br />Mid 2000’s<br />Late 2000’s<br />Today<br />
  57. 57. Optimisation Progression<br /><ul><li> Reliable infrastructure
  58. 58. You know what your audienceDID (analytics)
  59. 59. On-line Surveys
  60. 60. Usability labs
  61. 61. A/B/n testing
  62. 62. Automated Optimisation
  63. 63. Optimal experiencefor everyinteraction
  64. 64. Across all channels and media
  65. 65. Content Targeting
  66. 66. Targeting offers and services relevant to segment
  67. 67. Multivariate Testing
  68. 68. Know what your audience WANTS to do and WHY</li></li></ul><li>SEO<br />Media<br />SEM<br />Affiliate<br />
  69. 69.
  70. 70. The False Promise of Conversion Management<br />X<br />
  71. 71. Case study 1<br />61<br />
  72. 72. 50% increase in conversion<br />
  73. 73. $50 ROAS<br />
  74. 74. $50 ROAS<br />
  75. 75. $500++ ROAS<br />
  76. 76. 66<br />
  77. 77. 45% of online shoppers abandon<br />67<br />
  78. 78. 47% High Shipping Costs<br />68<br />
  79. 79. 24% of Payment Options<br />69<br />
  80. 80. 27% looking for Coupons<br />70<br />
  81. 81. 26% Shop Offline<br />71<br />
  82. 82. convert site visitors<br />into customers<br />
  83. 83. <script type="text/javascript">varjourneycode='810622b5-c0f6-4462-b361-593ee38151b9';var captureConfigUrl='drs2.veinteractive.com/CaptureConfigService.asmx/CaptureConfig';</script> <script type="text/javascript">try { varvconfigHost = (("https:" == document.location.protocol) ? "https://" : "http://"); document.write(unescape("%3Cscript src='" + vconfigHost + "config1.veinteractive.com/vecapturenew.js' type='text/javascript'%3E%3C/script%3E")); } catch(err) {} </script><br />
  84. 84.
  85. 85. Use and disclosure<br />We only use personal information collected via our website for the purposes for which it was given to us.<br />When an individual’s email address is received by us because they sent us a message, the email address will only be used or disclosed for the purpose for which they have provided it and it will not be added to a mailing list or used or disclosed for any other purpose without the individual’s consent.<br />
  86. 86.
  87. 87. Case study 2<br />77<br />
  88. 88.
  89. 89. 70% cart abandoment<br />$1000 ATV<br />
  90. 90. $56M in abandoned carts per year<br />
  91. 91.
  92. 92. 20% conversion<br />
  93. 93. $66 ROAS<br />
  94. 94.
  95. 95.
  96. 96.
  97. 97.
  98. 98. 88<br />
  99. 99. Media >> <br />Conversion >> <br />CRM<br />89<br />
  100. 100. Media >> <br />
  101. 101. Media >> <br />
  102. 102. Case study 3<br />92<br />
  103. 103.
  104. 104.
  105. 105.
  106. 106.
  107. 107.
  108. 108.
  109. 109.
  110. 110.
  111. 111. Infographics: graphic visualisation of information<br />
  112. 112.
  113. 113.
  114. 114.
  115. 115.
  116. 116. Infographics: graphic visualisation of information<br />
  117. 117.
  118. 118.
  119. 119.
  120. 120. Infographics: graphic visualisation of information<br />
  121. 121.
  122. 122.
  123. 123.
  124. 124.
  125. 125.
  126. 126.
  127. 127.
  128. 128.
  129. 129. 500% increase MOM<br />
  130. 130. $60+ ROAS<br />100% increase MOM<br />
  131. 131.
  132. 132.
  133. 133. Together design tests that can be measured objectively<br />Place email capture on first field of checkout / application<br />Always de-duplicate multiple channels<br />Weak hypothesis <br />≠<br />Great results<br />
  134. 134. Chris.garner@dgm-au.com<br />Twitter.com/cgarner2000<br />www.dgm-au.com<br />linkedin.com/in/garnerchris<br />

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