Marketing TOPX: Kako obvladovati digitalno okolje - Iztok Franko

1. How to master digital marketing
(in practice)
THE DIGITAL JOURNEY

2. Is this your pain?

3. . . .yet never so exciting.
Marketing has never been so
complex. . .

4. I will try to reduce the fear of
complexitiy. . .
. . .and get you more excited
about the digital marketing.

5. PART I
My Digital Journey

6. . . .because it can be your
journey too.
Let me first share my journey.
. .

7. 4 years ago I was an IT guy (the
one on the left, with the hand
up). . .

8. After few smart-ass
comments, I got challenged to
figure out digital and increase
web sales. . .
. . .and my digital
journey began.

9. I was curious and I love learning.
. .

10. After 4 years, plenty of
books, hundreds of
podcasts, two CMO jobs,
constant double-digit online
sales growth and my own
travel digital marketing
webiste. . .

11. . . .I still love the ride.

12. CMO at Car Target Group –
umbrella company for two
rent-a-car brands;
vehicle-rent.com (B2C) and
car-target.com (B2B)
Founder & Editor-in-Chief of
diggintravel.com –
content platform for
smarter travel marketing

13. Vehicle-rent.com (B2C) Car-target.com (B2B)
Car Target Group
Online rent-a-car booking platform
115.000 bookings in 2016
250.000 planned for 2017
Germany, UK, France, Spain, Portugal,
Brasil, Russia, Italy main markets
New B2B platform for travel proffesionals
to do rent-a-car bookings
Plug & Play solutions, no investment
needed

14. If I could do it, you can do it too.
. .
. . .but get out of your comfort
zone.

15. PART II
Your Digital Journey

16. Conquering Mt. Digital might
seem as a “Mordor”. . .
. . .but with a good plan and
attitude, everything is possible.

17. To concquer your Mt. Digital you need a map and a team.

18. Marketing strategy is your
map to Mt. Digital.

19. Team and culture are much
more important. . .

21. Strategy and culture

22. PART II. a
Team & Culture

23. Start and think people and culture first.

24. Less tools, more people
“Spend only 10% of your budget on your
Web Analytics Tool. The other 90%
should be spent on your living and
breathing web analysts.”
-Avinash Kaushik

25. 3 pillars to define culture
1. Continuous learning
2. Agile
3. Data-driven

26. 1. Continuous learning
Hire attitude, not skills
• Passion for learning (knowledge is
easily accessible)
• Don’t be confused about roles (data
scientist, content manager, social media
manager…)
• Hire good people (you will figure out
roles later)

27. 2. Agile
It’s not just a business model,
it’s an attitude.
• Scrum
• Empowering people, build ownership
• Own or at least be active in the
development process

28. 3. Data driven
Don’t speculate, measure
• Google Analytics
• BI
• Customer Service, surveys & NPS

29. My experiences
• Act FAST
• Adria (took too long, 2 years to
build a team)
• Car Target (6 months in) making
of a great team

30. Outsourcing vs. In-sourcing
• In-source key processes
• Car Target examples:
• SEM - adWords, SEO, Analytics
(out-sourced execution and setup
, co-work on strategy, in-sourced
management)
• Website development (100% ecom
business, innovation, agility are key
long term  in-source)

31. People & Organization
• Agile
• Integration vs silo org (example
acquisition, conversion, retention)
• Map customer journey
• Map and communicate goals

32. PART II. b
Strategy

33. Strategy and culture

34. Marketing role?
“Because the purpose of business is to
create a customer, the business
enterprise has two – and only two –
basic functions:
marketing and innovation.
Marketing and innovation produce
results; all the rest are costs. Marketing
is the distinguishing, unique function of
the business.”
-Peter Drucker

35. Where in your company are
development and
innovation?
David Packard of Hewlett-Packard
once observed that “marketing is too
important to be left to the marketing
people.”
Are you in?

36. Consolidate marketing and
innovation?

37. Goals
Digital business
DIGITAL = MARKETING = BUSINESS

38. Step 1: own business goals
vehicle-rent.com example:
1. COMMERCIAL GOALS
Margin per order = Revenue per order – Cost per order
Net Margin = margin per order x bookings
2. CUSTOMER CENTRIC GOALS
NPS
% of direct channels bookings
Loyalty (customer frequency)

39. Step 2: break down business goals
vehicle-rent.com example:
RPO - CPO = MPO x bookings = margin
RPO processes: pricing, CRO, upsell, cross-sell, supplier mgt.
CPO processes: CRO, pricing, loyalty
bookings = volume, traffic sources

40. PART II. c
Processes

41. Key Digital Processes
Online B2C business

42. Key Digital Processes
Online B2C business
CUSTOMER ACQUISITION
Get more visitors
CONVERSION RATE OPTIMIZATION
Convert visitors to customers
AVERAGE ORDER VALUE & FREQUENCY
Sell more to existing customers

43. Linear vs Exponental online growth

44. PART II. c
Processes
Customer Acquisition

45. Customer Acquisition
Understand your customers
Who and Where are your customers?

46. Customer Acquisition
Know your funnel

47. Customer Acquisition
Which channels, media. . . option?
THREE RULES:
1. Understand your customers (who &
where)
2. Choose the best channel mix for YOU
3. Start bottom-up (if you are new) –
demand fulfilment vs demand
generation

48. Customer Acquisition
Map funnel to your activities

49. Customer Acquisition
Map funnel activities with KPIs

50. Customer Acquisition Examples
Two cases, same industry, different approaches
ADRIA AIRWAYS
Whole funnel, moving up – integrating digital in all processes
Digital is one of the channels
Key markets (Slovenia, Albania & Kosovo) with all funnel
activities (offline, online, performance)
VEHICLE-RENT.COM
Growth-hacking, performance focused
Digital is THE channel
Conversion Rate Optimization is key
Building own traffic and retention (long-term)

51. Customer Acquisition
Build assets, not campaigns
EXAMPLES
Own(ed) media channels, Blogs, email lists,
digital portals are assests
TV ads, Banners, PPC are campaigns

52. PART II. c
Processes
Conversion Rate Optimization

54. Conversion Rate Optimization
The Cycle

55. Conversion Rate Optimization
Implement proper systems
OUR CASE - GA VS BI
GA before booking and booking funnel
BI consolidation, detailed booking analysis, all channels
Agile BI changed the culture (data-driven) and
profitability in 3 months

56. Conversion Rate Optimization
“Spend only 10% of your budget on your
Web Analytics Tool. The other 90%
should be spent on your living and
breathing web analysts.”
-Avinash Kaushik
What?! This slide again?

57. Conversion Rate Optimization
Test and optimize
HOW MUCH DO YOU TEST?

58. Conversion Rate Optimization
Test and optimize
TESTING
Our goal is to have independent and on-going
testing process
Currently ad-HOC, dependent on 3rd part
development

59. Conversion Rate Optimization
Testing maturity model

60. PART II. c
Processes
Average order value and Frequency

61. Average order value & Frequency
Upselling at purchase

62. Average order value & Frequency
Upselling post-purchase

63. Average order value & Frequency
Upselling post-purchase
Map your customer journey and key
touchpoints
Use email and marketing automation to
communicate with your customer before
key touchpoints

64. Average order value & Frequency
Upselling post-purchase
“Transactional emails have 46% open
rates compared to 17% for non-
transactional emails.”

65. Average order value & Frequency
Upselling post-purchase

66. Average order value & Frequency
Cross-selling
Always think of what additional products and
services are typically purchased before, with
and after your products when you’re
considering potential cross-selling partnership.

67. Apply the Conversion rate cycle
. . .to all marketing activities and processes

68. You can be a digital champ!

70. Are you more excited about the digital
marketing?

71. Want to learn more?
Reach me on LinkedIn or Twitter
www.diggintravel.com
Four 3.000+ words in-depth blog
And more to come. . .