They LEAD or we DIE - SEMPL 15

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Keeping up with digital consumer.

Considering fast changes in fields of digital marketing and its influence on the consumers, we are facing a challenge to adapt digital campaigns to the decision making process (Consumer Decision Journey). We will focus on the processes behind decision making and learn to create our digital strategies in a way to follow every single step of the consumers decision making process.

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They LEAD or we DIE - SEMPL 15

  1. 1. Karmen Krumpestar Andraž Štalec
  2. 2. CONSUMERS Consumer behaviour has changed
  3. 3. SEARCH FOR INFORMATION 97 % of internet users use search engines in search for information
  4. 4. DIVERSITY 10.600 different keywords are used by users to access single website
  5. 5. MULTI DEVICE Each day we use 4 or more devices to access content online
  6. 6. MOBILE 10 % of website visits are made from mobile devices
  7. 7. MULTI CHANNEL 70 % of website visitors visit websites over 2 or more different sources
  8. 8. MULTI SOURCE 10 different information sources are used by average online user before completing the purchase
  9. 9. Visitors behaviour on websites 2012 vs 2011 TIME ON SITE PAGEVIEWS PER VISIT -10% -1:15
  10. 10. How do we RESEARCH? Online research Offline research Online & offline research
  11. 11. Where do we BUY?
  12. 12. ROPO EFFECT by industry
  13. 13. INCENTIVE FOR THE PURCHASE 45 % of purchase processes begin online
  14. 14. ROPO Internet is the most important information source. Majority of the purchases happen offline.
  15. 15. LENGHT of purchase process
  16. 16. 80 % OF CONVERSION PATHS INCLUDE MORE THAN 1 DIGITAL CHANNEL
  17. 17. EACH BUYER IS DIFFERENT 3.703 different conversion paths on average
  18. 18. HOW TO CATCH A DIGITAL CONSUMER? Another approach to use of digital channels Google Confidential and Proprietary
  19. 19. People don‘t buy WHAT you do, they buy WHY you do it.
  20. 20. Stimulus First Moment of Truth Second Moment of Truth
  21. 21. Stimulus First Moment of Truth Pre-shopping | In-store | In-home At shelf In-store Second Moment of Truth Experience
  22. 22. CONSUMER DECISION JOURNEY EVALUATE BUY CONSIDER BOND ADVOCATE EXPERIENCE
  23. 23. SUCCESS RATE Only 4,52 % of website visitors start a purchase process
  24. 24. ONLY 36 % OF VISITORS WHO START PURCHASE PROCESS ALSO FINISH IT
  25. 25. How do buyers BEHAVE 1 59 % OF VISITORS 2 19 % OF VISITORS 3 51 % OF TRANSACTIONS 4 36 % OF PURCHASE CYCLES visit webiste more than once before they purchase visit webiste more than 5 times before they purchase happen within a day last more than 7 days
  26. 26. MA JORITY OF „LAST CLICK“ CONVERSIONS ARE MADE VIA BRANDED TRAFFIC BUT OTHER CHANNELS LIKE NON-BRANDED TRAFFIC, SOCIAL MEDIA AND DISPLAY NETWORK PLAY CRUCIAL ROLE AS ASSISTED CONVERSIONS
  27. 27. Assisted conversions ratio Display 2,92 Social 1,72 Paid generic 2,40 Organic generic 1,23
  28. 28. 64 % OF CONVERSION PATHS INCLUDE NON-BRANDED TRAFFIC
  29. 29. ADAPTING THE CONTENT What if the user is not ready to buy?
  30. 30. BIGBANG.SI info portal 1 2.486 % 2 22.000 3 13.000 4 37 % increase in traffic video views per month articles are read each month bounce rate
  31. 31. PRINTINK.SI search engine positions 1 128 % 2 477 % 3 6,51 % increase in organic longtail traffic increase in num. of transactions (longtail) conversion rate (longtail)
  32. 32. ADAPTING THE MARKETING What is our goal?
  33. 33. Marketing focus ? DISPLAY ? SEO SEE ? SEO SEARCH ADS FACEBOOK ADS THINK DO
  34. 34. ? IS THIS REALLY OUR GOAL? ? ARE CAMPAIGN CREATIVE , TARGETING AND CONTENT IN LINE WITH OUR GOALS? ? Marketing focus CAN WE USE DISPLAY ADVERTISING IN OTHER PHASES? DISPLAY SEE THINK DO
  35. 35. Marketing focus EMAIL EMAIL FACEBOOK ADS FACEBOOK ADS SEO SEO SEARCH ADS SEARCH ADS DISPLAY DISPLAY DISPLAY SEE THINK DO FACEBOOK ADS SOCIAL SEO
  36. 36. PRINTINK.SI Google AdWords 1 70 % 2 50 % 3 50 % 4 992 % increase in sales lower CPA higher CR ROI
  37. 37. ADAPTING THE METRICS Selecting appropriate KPIs
  38. 38. Aligning KPIs with goals Conversions SEARCH ADS SEE SEARCH ADS THINK DO
  39. 39. How to select appropriate metrics? Brand Search Reach & Frequency Leads Engagement Page Depth Revenue Conversion Rate SEE THINK DO
  40. 40. Macro vs micro conversions Goal: purchase Start of the purchase process
  41. 41. What to MEASURE MICRO 1 2 SALES WISHLIST 4 1 NEWSLETTER SIGN-UP 3 MACRO PAGEVIEW PER PRODUCT COMMENTS AND REVIEWS 5 VERIFY STOCK 6 ADD TO BASKET
  42. 42. MultiChannel CUSTOM CHANNEL GROUPING
  43. 43. TENISICE.HR Conversion optimization 1 135 % 2 26 % 3 14,42 4 45 % increase in CR bounce rate pageviews per visit increase in number of transactions
  44. 44. Where is the trick? ADVANCED ANALYTICS ADVANCED GOOGLE ADWORDS MANAGEMENT OPTIMIZATION OF ALL DIGITAL CHANNELS
  45. 45. Where are the benefits? BETTER UNDERSTANDIN G OF USER BEHAIVOR TARGETED ADVERTISING THROUGHOUT THE CDJ BETTER PERFORMANCE AND BETTER ROI
  46. 46. THEY LEAD WE ADAPT
  47. 47. What happens? (october 2013 vs october 2012) +745 % +10 % +97 % +722 % +133 % +1195 % +50 % Income Visits CR Per Visit Value Transacions Revenue per click Margin
  48. 48. Hvala info@red-orbit.com Red Orbit, Jožeta Jame 12,1000 Ljubljana, Slovenia W: www.red-orbit.com |E: info@red-orbit.com | T: +386 (0)590 75 680

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