The document discusses optimizing the online presence of a shoe company called Superge.si. It analyzes metrics from Google Analytics and Google AdWords from January to October 2011. Key findings include a 36.96% increase in organic search traffic, a 25.08% increase in online sales, and a 36.83% decrease in cost per conversion through AdWords optimization. The document outlines a multi-channel marketing approach and emphasizes selecting keywords, long-tail traffic, brand importance, and metrics for measuring success.
How to check which part of the marketing budget is wasted in online campaigns? Marta Klepka, PR & Communications Director from Gemius, proves that it is possible by measuring the effectiveness plus optimizing the campaign. Be visible, but not to visible and reach your target group!
Urednik revije, dr. Kline, je v uvodu poudaril pomen sodelovanja treh najpomembnejših akterjev pri izdajanju znanstvenih prispevkov - sodelovanje med avtorji, recenzenti in uredniki, spregovoril pa je tudi o prispevku Akademije MM k marketinški znanosti.
Inovativnost se je pri Hiši raduha začela v “slow food” ponudbi hrane, nadaljevala pa v prenovi objektov v sodobno kombinacijo dediščine in moderne arhitekture. Hišo Raduha v 95 % obiskujejo tuji turisti, predvsem ribiči ter pohodniki iz Francije in Švice.
How to check which part of the marketing budget is wasted in online campaigns? Marta Klepka, PR & Communications Director from Gemius, proves that it is possible by measuring the effectiveness plus optimizing the campaign. Be visible, but not to visible and reach your target group!
Urednik revije, dr. Kline, je v uvodu poudaril pomen sodelovanja treh najpomembnejših akterjev pri izdajanju znanstvenih prispevkov - sodelovanje med avtorji, recenzenti in uredniki, spregovoril pa je tudi o prispevku Akademije MM k marketinški znanosti.
Inovativnost se je pri Hiši raduha začela v “slow food” ponudbi hrane, nadaljevala pa v prenovi objektov v sodobno kombinacijo dediščine in moderne arhitekture. Hišo Raduha v 95 % obiskujejo tuji turisti, predvsem ribiči ter pohodniki iz Francije in Švice.
V turizmu bolj kot kjerkoli drugje pomembno dolgoročno strateško in kratkoročno fleksibilno načrtovanje, ki se mora prilagoditi modernemu in zahtevnemu turistu, svetovnim trendom trajnostnega turizma, informacijskim komunikacijskim tehnologijam ter internacionalizaciji ciljnega trženja.
prof. dr. Maja Konečnik Ruzzier
Razvoj in strategija blagovnih znamk v Hidrii, s poudarkom na uvedbi enotne blagovne znamke Hidria na medorganizacijskem trgu.
51. marketinški fokus: Kako danes gradijo uspešne znamke? - več na http://www.dmslo.si
Case study analysis how real-time digital interactions generated additional value &increased customer engagement.
O priložnostih in ovirah pri ugotavljanju ustrezne vrednosti ter izpostavljanju možne rešitve, ki jih prinaša sodobna tehnologija.
Prezentacija je bila predstavljena v okviru 19. slovenske marketinške konference 2014 v Portorožu.
Sedaj ko praktično že vsi poznamo osnovne zakonitosti različnih digitalnih komunikacijskih kanalov, vse večjo težo dobiva racionalizacija oz. optimizacija spletnega nastopa. Časi, ko se je nepremišljeno vlagalo v nastop na različnih komunikacijskih kanalih, se počasi končujejo. Pojavlja se vprašanje – kateri so tisti kanali, ki resnično prispevajo k uresničevanju zastavljenih ciljev?
Xamun is a SaaS based comprehensive software suite for Consulting companies and freelancers. This Marketing Plan aims to acquire 50,000 subsribers on www.xamun.com within a period of 1 year and with a budget of $100,000
The Ultimate Guide to Facebook Data ActivationKatana Media
In our webinar, Advanced Data Activation in Facebook, learn how to align creative messaging with strategic campaign optimizations. We teach you how to execute paid social campaigns for success.
Getting your product out of your heads and into the hands and hearts of users.
The slides from my startup marketing class at General Assembly, November 2012.
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half”, said John Wanamaker, an American merchant, over 50 years ago. Nothing’s changed much since then, as we still need to know which of our marketing channels work and which ones don’t. This is exactly why you need an attribution model!
Watch a free webinar on attribution modeling here
https://www.owox.com/c/300
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half”, said John Wanamaker, an American merchant, over 50 years ago. Nothing’s changed much since then, as we still need to know which of our marketing channels work and which ones don’t. This is exactly why you need an attribution model!
We’ll tell you about marketing attribution modeling A to Z, revealing all the pros and cons of the most effective models, to help you choose the well-suited for your business tasks.
You’ll find out:
- What is an attribution model and why you can lose a fortune without it.
- What are the most effective attribution models: from basic and boring Last Click to geeky and advanced Markov chains and Shapley value.
- How to explain to your CEO or CMO that besides the Last Click model there are many others that aren’t as complicated as they seem to be.
- What attribution model to choose for your business.
- How to use the results of the attribution model calculations.
We love answering questions, so you can send them before the webinar or during it, in chat, comment section or by emailing to webinars@owox.com. To make sure you don’t miss anything, we’ll send you the webinar replay along with the useful materials on the topic.
Who can find the webinar handy
Marketing experts, marketing analysts, CMOs, CEOs, and everybody who wants to optimize ad campaigns and properly allocate marketing budget.
Get a free webinar on attribution modeling here https://www.owox.com/c/300
V turizmu bolj kot kjerkoli drugje pomembno dolgoročno strateško in kratkoročno fleksibilno načrtovanje, ki se mora prilagoditi modernemu in zahtevnemu turistu, svetovnim trendom trajnostnega turizma, informacijskim komunikacijskim tehnologijam ter internacionalizaciji ciljnega trženja.
prof. dr. Maja Konečnik Ruzzier
Razvoj in strategija blagovnih znamk v Hidrii, s poudarkom na uvedbi enotne blagovne znamke Hidria na medorganizacijskem trgu.
51. marketinški fokus: Kako danes gradijo uspešne znamke? - več na http://www.dmslo.si
Case study analysis how real-time digital interactions generated additional value &increased customer engagement.
O priložnostih in ovirah pri ugotavljanju ustrezne vrednosti ter izpostavljanju možne rešitve, ki jih prinaša sodobna tehnologija.
Prezentacija je bila predstavljena v okviru 19. slovenske marketinške konference 2014 v Portorožu.
Sedaj ko praktično že vsi poznamo osnovne zakonitosti različnih digitalnih komunikacijskih kanalov, vse večjo težo dobiva racionalizacija oz. optimizacija spletnega nastopa. Časi, ko se je nepremišljeno vlagalo v nastop na različnih komunikacijskih kanalih, se počasi končujejo. Pojavlja se vprašanje – kateri so tisti kanali, ki resnično prispevajo k uresničevanju zastavljenih ciljev?
Xamun is a SaaS based comprehensive software suite for Consulting companies and freelancers. This Marketing Plan aims to acquire 50,000 subsribers on www.xamun.com within a period of 1 year and with a budget of $100,000
The Ultimate Guide to Facebook Data ActivationKatana Media
In our webinar, Advanced Data Activation in Facebook, learn how to align creative messaging with strategic campaign optimizations. We teach you how to execute paid social campaigns for success.
Getting your product out of your heads and into the hands and hearts of users.
The slides from my startup marketing class at General Assembly, November 2012.
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half”, said John Wanamaker, an American merchant, over 50 years ago. Nothing’s changed much since then, as we still need to know which of our marketing channels work and which ones don’t. This is exactly why you need an attribution model!
Watch a free webinar on attribution modeling here
https://www.owox.com/c/300
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half”, said John Wanamaker, an American merchant, over 50 years ago. Nothing’s changed much since then, as we still need to know which of our marketing channels work and which ones don’t. This is exactly why you need an attribution model!
We’ll tell you about marketing attribution modeling A to Z, revealing all the pros and cons of the most effective models, to help you choose the well-suited for your business tasks.
You’ll find out:
- What is an attribution model and why you can lose a fortune without it.
- What are the most effective attribution models: from basic and boring Last Click to geeky and advanced Markov chains and Shapley value.
- How to explain to your CEO or CMO that besides the Last Click model there are many others that aren’t as complicated as they seem to be.
- What attribution model to choose for your business.
- How to use the results of the attribution model calculations.
We love answering questions, so you can send them before the webinar or during it, in chat, comment section or by emailing to webinars@owox.com. To make sure you don’t miss anything, we’ll send you the webinar replay along with the useful materials on the topic.
Who can find the webinar handy
Marketing experts, marketing analysts, CMOs, CEOs, and everybody who wants to optimize ad campaigns and properly allocate marketing budget.
Get a free webinar on attribution modeling here https://www.owox.com/c/300
dgm | Online Retailer Expo Sydney 2012 | Chris GarnerChris Garner
We have all read the news, we all know the facts on how fast the ecommerce industry is growing, and we all know how much Australians' spend online is growing every year. Let’s dig deeper around what are the successful digital strategies being deployed in the online marketing industry to power this phenomenal revolution. We will show you the inside story on which clients are making it look easy. We will show you the levers that can be pulled to influence the flow of the customer journey. These levers can increase conversion and lifetime value, and decrease wastage of your marketing dollars. We will show you practical ways that you can use these proven ideas in your business, to help garner incremental customers cost effectively.
iStrategy 2013, Sydney: Leveraging the last millisecondJason Juma-Ross
Digital media suffers from substantial decays in effectiveness over time. Despite this, the ROI often outstrips more traditional media, but for how long? Delivering relevance can provide a powerful tool for extending the life of a channel or campaign (and making it more effective in the first place). In this paper, we look at the challenges with identifying customer intent and matching this with real-time, relevant communications at enterprise scale. Demonstrations of ad verification and intelligent digital platform capabilities explore how relevance at scale can be delivered and the observed impacts on business outcomes.
YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Str...Hanapin Marketing
This session will cover three aspects of YouTube ads:
1. Creative - Attendees will garner a full understanding of true view model on YouTube. Best practices in video development and building specifically for the platform and placement. Lastly making the most of the most valuable impression on the web, zero to thirty seconds on YouTube.
2. Targeting - Learn advanced tactical targeting strategies. New AdWords UI functionality. Combining search & video as well as what to expect in 2018 from YouTube and AdWords.
3. Strategy - The truth about YouTube and when an advertiser is ready. How to compare YouTube and Facebook video from a user experience and advertising strategy perspectives.
Practical experiences of evidence based change management using Google AnalyticsAndrew Lewis
MuseumNext 2012 session discussing how statistics can be used to manage expectation of resources with practical hints and tips from real implementations. This session was about influencing organisational attitude and did not require an extensive knowledge of either web technology, nor of Google Analytics.
Leon Šikovec (Sberbank) predstavlja sponzorstvo EuroVolleya in rezultate Sberbanka ob sponzoriranju največjega športnega dogodka v Sloveniji v letu 2019.
Ste kdaj razmišljali o tem, da imate v marketingu toliko dela in da pripravljate toliko materialov, da bi lahko imeli enostavno svojo marketinško agencijo? Podjetje Comtrade se je odločilo prav za to in o tem procesu je na tretji B2B konferenci predaval Ljubomir Ristić.
Frank Amand (Marketing UX) je na konferenci izpostavil tri vidike marketinških fokusov, na podlagi katerih lahko podjetja zmagujejo tudi v B2B poslovanju. »Pomembno je, da se natančno zavedamo, komu sledimo in koga nagovarjamo, kako izstopamo ter kako se učimo in spreminjamo svoje navade. Biti moramo pripravljeni na to, da ovire spremenimo v priložnosti, ki jih opazimo in znamo izkoristiti.«l
Darko Dujič je na junijskem mesečnem srečanju DMS predstavil podjetje Ceneje d.o.o. ter pojasnil, kako lahko marketing postane temelj poslovnega modela podjetja.
Sandra Kecman (Bisnode) je na mesečnem srečanju udeležencem zaupala svoje izzive pri iskanju novih marketinških kadrov in priznala, da je med iskanjem novih sodelavcem včasih potrebno nekoliko spremeniti svoja pričakovanja.
Na februarskem Marketing TOPX izobraževanju je strokovnjakinja za digitalni marketinga Simona Koren (Atlantic Grupa) predavala o tem, kako v podjetju vzpostaviti celostno digitalno okolje, ki se gradi skozi faze digitalne transformacije.
Jure Doler (Klepetalni robot d.o.o.) je na mesečnem srečanju predstavil trende na področju klepetalnih robotov in med drugim pojasnil, zakaj je prepričan, da bo ta način komunikacije izpodrinil email kampanje.
Vladimir Nardin (Gorenje) je na mesečnem srečanju predstavil, kakšno bo naše življenje v svetu pametnih aparatov, kjer bomo lahko celotno kuhinjo upravljali s pomočjo aplikacije na pametnih telefonih.
Andraž Štalec (Red Orbit) je na mesečnem srečanju predstavil nekaj konkretnih primerov, pri katerih so z uporabo podatkov o digitalnem potrošniku izboljšali prodajne aktivnosti podjetij.
Irena Stanjko Meršol (Ceneje.si) je na mesečnem srečanju pojasnila, kako nam lahko podatki o digitalnem potrošniku pomagajo pri načrtovanju prodajnih aktivnosti - tudi v offline svetu.
Miloš Suša (iPROM), Andraž Zorko (Valicon) in Mojca Pesendorfer (Atlantic Grupa) so na mesečnem srečanju predstavili, kaj je napovedno oglaševanje in kako lahko z njim znižamo oglaševalske stroške ter s tem povečamo učinkovitost oglaševalskih kampanj,
1. OPTIMIZACIJA SPLETNEGA NASTOPA
Superge.si
Andraž Štalec
Red Orbit, Zlato polje 11c, 4000 Kranj
W: www.red-orbit.com |E: info@red-orbit.com | T: +386 (0)590 75 680
2. IZHODIŠČA
1. PRENOVLJENA SPLETNA STRAN
2. GOOGLE ADWORDS OGLAŠEVANJE
3. SOLIDNE POZICIJE NA PRIMARNIH KLJUČNIH BESEDAH NA ISKALNIKIH
CILJI
1. POVEČANJE PRODAJE PREKO SPLETA
2. OPTIMIZACIJA STROŠKOV SPLETNEGA MARKETINGA
3. POVEČANJE OBISKA SPLETNE STRANI PREKO ISKALNIKOV
3. METRIKA
1. GOOGLE ANALYTICS & ECOMMERCE
OMOGOČA SPREMLJANJE CPA, APV, PVV, CR
CROSS/MULTI-CHANNEL ANALIZA
2. GOOGLE WEBMASTER TOOLS
3. RED ORBIT SEMMS
OMOGOČA SPREMLJANJE ORGANSKIH POZICIJ
SPREMLJANJE SEARCH VOLUME SHARE-A IN PER SEARCH
VALUE
8. OPTIMIZACIJA DIGITALNEGA
NASTOPA
TRENDI
UPORABNIKI
INTEGRIRAN PRISTOP: KOMUNIKACIJSKI KANALI
TRENDI
PONUDBA
GOOGLE ADWORDS
OPTIMIZACIJA STRANI
SUPERGE.SI
SOCIAL MEDIA MARKETING
EMAIL MARKETING
PONUDBA
METRIKA:
STROŠKI KONVERZIJE, VREDNOST KONVERZIJE, VIRI KONVERZIJ
9. OPTIMIZACIJA DIGITALNEGA
NASTOPA
Prepoznavnost Zavedanje Preferenca Nakup Lojalnost
Optimizacija spletnih strani
Zakup ključnih besed
Social media marketing
Spletno oglaševanje
Facebook oglaševanje
10. OPTIMIZACIJA ISKALNEGA
MARKETINGA
1. SEGMENTACIJA ISKANJ UPORABNIKOV GLEDE NA TIP ISKANJA:
INFORMATIONAL QUERY
INVESTIGATION QUERY
TRANSACTIONAL QUERY
2. IZBOR KLJUČNIH BESED ZA OPTIMIZACIJO IN ZAKUP
3. OPTIMIZACIJA STRUKTURE ADWORDS OGLAŠEVANJA (TEMATSKE OGLASNE
SKUPINE, NEGATIVNE KLJUČNE BESEDE, …)
4. SINHRONIZACIJA GOOGLE ADWORDS – OPTIMIZACIJA STRANI
5. OPTIMIZACIJA PRISTAJALNIH STRANI
6. OFFSITE OPTIMIZACIJA SPLETNE STRANI
14. REZULTATI
OBDOBJE: 1.1.2011 – 31.10.2011
KAKO RAZLIČNI KOMUNIKACIJSKI KANALI
VPLIVAJO NA PRODAJO?
Source/Medium Visits Revenue Transactions APV deviation Ecommerce CR Per Visit Value
google / organic 54,03% 62,93% 63,40% -1% 2,22% 1,51 €
direct 20,89% 19,89% 1,96% 1% 1,77% 1,24 €
facebook.com /
referral 5,95% 2,88% 2,97% -3% 0,94% 0,63 €
najdi / organic 4,10% 5,61% 5,52% 2% 2,55% 1,78 €
google / cpc 3,43% 1,44% 1,35% 7% 0,75% 0,55 €
facebook / ads 1,03% 0,19% 0,18% 4% 0,33% 0,23 €
15. REZULTATI
OBDOBJE: 1.1.2011 – 31.10.2011
MULTI-CHANNEL ANALIZA
First / Last
First Click First Click Last Interaction Last Interaction Interaction
Channel Conversions Conversion Value Conversions Conversion Value Conversions
Organic Search 55,71% 54,93% 56,44% 55,28% 0,99
Direct 34,60% 36,21% 36,09% 37,90% 0,96
Referral 5,62% 5,20% 4,33% 3,93% 1,30
Social Network 2,39% 2,14% 1,94% 1,76% 1,23
Paid Advertising 1,54% 1,43% 1,00% 0,96% 1,55
(Other) 0,13% 0,09% 0,21% 0,17% 0,64
16. REZULTATI
OBDOBJE: OKT 2011 VS. OKT 2010
36,96 % POVEČANJE OBISKA PREKO SPLETNIH ISKALNIKOV
OBISK PREKO SPLETNH ISKALNIKOV PREDSTAVLJA 59,37 %
CELOTNEGA OBISKA.
30.122 DODATNIH MESEČNIH OBISKOVALCEV PREKO NARAVNIH
ZADETKOV (OPTIMIZACIJA SPLETNE STRANI)
17. REZULTATI
OBDOBJE: OKT 2011 VS. OKT 2010
25,08 % POVEČANJE PRODAJE PREKO SPLETA.
33,33 % ZNIŽANJE CENE NA KLIK (CPC).
10,55 % POVEČANJE ODSTOTKA KLIKOV NA OGLASE (CTR).
36,83% ZNIŽANJE STROŠKOV KONVERZIJE PREKO ADWORDSA (CPA).