This document discusses analyzing website metrics to optimize the customer experience. It recommends measuring key performance indicators (KPIs) like conversions rather than just popularity. Calls to action should match customer needs by offering resources to aid research. Phrasing impacts click-through rates, so calls to action should use active words and white space effectively. Aligning metrics with marketing objectives and customer needs creates a framework to iterate improvements based on measurement.
To help small businesses become more successful online, whether it be winning new customers or driving sales, 123-reg wanted to understand how British adults feel about small business websites.
What were we looking to answer?
Why do customers choose to buy from small businesses over big businesses?
What are a small businesses greatest strengths?
Are these strengths reflected in their digital activity?
How can small businesses improve their current digital activity to win customers and drive sales?
Can digital personalisation of a website drive revenue?
Øg konverteringen gennem personalisering og dialog påtværs af kanaler, Christ...FDIH
This document discusses how most e-commerce sites are unable to have relevant dialogs with visitors in real-time or fully leverage technology to increase conversions. It notes that marketing channels are often siloed and there is a tidal wave of unused customer data. The Sitecore Customer Engagement Platform allows tracking customers across channels to understand behavior and deliver personalized experiences aimed at increasing engagement and conversions.
This document discusses modern marketing processes and how they have changed with the rise of the internet. It provides 3 key points:
1. The internet has changed how buyers buy and sellers sell by providing more direct engagement opportunities through various digital channels.
2. Today's marketing requires a dynamic push and pull approach across both outbound and inbound tactics like email, social media, mobile, and more to drive real-time interaction and conversion.
3. Successful campaigns must be designed to fit strategic goals, reach the right audiences through the right channels at the right times, and measure tactics to determine what is most effective.
MA8 Digitaalinen markkinointi (luento 4)Joni Salminen
This document discusses conversion optimization in online marketing. It defines conversion as a user taking a desired action on a website, like making a purchase. Conversion optimization aims to increase the conversion rate by testing and improving factors like landing page design, call-to-actions, and motivation of different traffic sources. While some optimization methods like A/B testing can increase conversion rates cost-effectively, marketers must consider trade-offs and prioritize the strategies with the best returns. The conversion funnel and cost of conversion are also important frameworks for optimization.
Convert provides actionable analytics and engagement tools to increase website conversions. It uses profiles of website visitors to target them with the right message through the right channel at the right time. This personalized approach aims to plug holes in the sales funnel by recovering abandoned shopping carts and reducing failed transactions. Insightful analytics also help optimize marketing efforts and directly measure their ROI and uplift. The platform can be used for lead generation, e-commerce sales, and other applications to engage visitors and drive demand.
The Paradox of the Empowered Consumer - Tim Suther, Forrester Customer Experi...Acxiom Corporation
"The Paradox of the Empowered Consumer" - Forrester Customer Experience Forum, June 2012
Tim Suther, Chief Marketing & Strategy Officer at Acxiom
Richard Char, Global Head of Information Services at Citi
To help small businesses become more successful online, whether it be winning new customers or driving sales, 123-reg wanted to understand how British adults feel about small business websites.
What were we looking to answer?
Why do customers choose to buy from small businesses over big businesses?
What are a small businesses greatest strengths?
Are these strengths reflected in their digital activity?
How can small businesses improve their current digital activity to win customers and drive sales?
Can digital personalisation of a website drive revenue?
Øg konverteringen gennem personalisering og dialog påtværs af kanaler, Christ...FDIH
This document discusses how most e-commerce sites are unable to have relevant dialogs with visitors in real-time or fully leverage technology to increase conversions. It notes that marketing channels are often siloed and there is a tidal wave of unused customer data. The Sitecore Customer Engagement Platform allows tracking customers across channels to understand behavior and deliver personalized experiences aimed at increasing engagement and conversions.
This document discusses modern marketing processes and how they have changed with the rise of the internet. It provides 3 key points:
1. The internet has changed how buyers buy and sellers sell by providing more direct engagement opportunities through various digital channels.
2. Today's marketing requires a dynamic push and pull approach across both outbound and inbound tactics like email, social media, mobile, and more to drive real-time interaction and conversion.
3. Successful campaigns must be designed to fit strategic goals, reach the right audiences through the right channels at the right times, and measure tactics to determine what is most effective.
MA8 Digitaalinen markkinointi (luento 4)Joni Salminen
This document discusses conversion optimization in online marketing. It defines conversion as a user taking a desired action on a website, like making a purchase. Conversion optimization aims to increase the conversion rate by testing and improving factors like landing page design, call-to-actions, and motivation of different traffic sources. While some optimization methods like A/B testing can increase conversion rates cost-effectively, marketers must consider trade-offs and prioritize the strategies with the best returns. The conversion funnel and cost of conversion are also important frameworks for optimization.
Convert provides actionable analytics and engagement tools to increase website conversions. It uses profiles of website visitors to target them with the right message through the right channel at the right time. This personalized approach aims to plug holes in the sales funnel by recovering abandoned shopping carts and reducing failed transactions. Insightful analytics also help optimize marketing efforts and directly measure their ROI and uplift. The platform can be used for lead generation, e-commerce sales, and other applications to engage visitors and drive demand.
The Paradox of the Empowered Consumer - Tim Suther, Forrester Customer Experi...Acxiom Corporation
"The Paradox of the Empowered Consumer" - Forrester Customer Experience Forum, June 2012
Tim Suther, Chief Marketing & Strategy Officer at Acxiom
Richard Char, Global Head of Information Services at Citi
More than 70% of B2B purchase cycles are self-directed, trust-based, social — and invisible to vendors and suppliers. Buyers place more importance on the lifetime experience than the purchase, and they expect to realize value long before they purchase your solution. These days, it’s about the journey, not the ultimate purchase.
So how do you reach these 70% to influence their buying decisions – when they haven’t visited your site yet?
On December 6, 2011, Optify and Search Marketing hosted a free webcast on how to market along the buyer’s journey. The live webcast was led by Erez Barak, VP of Products and co-founder at Optify, and Christine Crandell, President of New Business Strategies, a marketing strategy consulting firm. Following the presentation, the speakers participated in a Q&A session gathered from the webinar attendees.
Watch the webcast to learn:
How to identify the stages of the Buyer’s Journey
How to align marketing and sales to the Buyer’s Journey
Why companies can accelerate their revenue cycle with this approach
The full recording and Q&A are available here -http://www.optify.net/webinars/marketing-along-the-buyers-journey/?preview=true&preview_id=28240&preview_nonce=07821c66ee
Getting the most out of the Digital revolution for Small BusinessRethink Marketing
The document discusses the digital revolution and the new model of marketing required for the digital era. It outlines how customers, staff, and technology have changed, with customers now being online, savvy, mobile, and demanding. It also discusses how the new buying process has changed, with customers better researched both online and offline. The document then discusses how staff expectations have changed regarding reputation, knowledge, communications, and IT. It proposes a new model of inbound and outbound marketing leveraging content, social media, sales channels, and CRM to meet the new demands of the digital customer.
Is Digital Marketing Right for My BusinessMartino Flynn
Bob Burch, digital media supervisor with Martino Flynn, spoke at the Ad Council of Rochester on 10 important things that non-profits should know about digital marketing.
Conversational Marketing: 3 Essential Phases To Build Bi-Directional Dialogue...G3 Communications
The document discusses the importance of conversational marketing and outlines 3 essential phases to build bi-directional dialogue between prospects and vendors: focusing on understanding the buyer, implementing the right technology to enable conversations across channels, and automating follow up and content nurturing tailored to where prospects are in their buying cycle.
Slides from a recent Webinar with Meagen Eisenberg, VP of Demand Generation at DocuSign and Jason Steward, Director of Marketing at Demandbase on optimizing your b2b website with account-based targeted content.
Five Truths In Building An Effective Digital Marketing And E Commerce StrategyCorey Torrence
1. Technology has fundamentally changed the consumer's purchase journey and buying behavior, requiring companies to understand digital touchpoints and how they influence customers at each stage.
2. Former concepts of customer profiling are no longer sufficient. Continuous monitoring of social media and updated consumer insights are needed to respond to changing demand.
3. Companies now have complex B2B and B2C models requiring new channel relationships and financial arrangements, as well as integrated online and offline marketing to improve efficiency and customer experience. Competition is no longer limited by geography.
The document describes RewardMe, a company that provides a real-time customer relationship management (CRM) platform for local businesses. It summarizes the backgrounds of the founding team members and describes the opportunity for RewardMe to help the many local businesses that struggle with customer retention. The platform captures customer purchase data using loyalty programs to provide personalized offers, social media integration, and business intelligence insights that can boost sales and improve relationships. Early customer pilots showed increases in repeat purchases and average cart size.
Internet advertising experts will provide a thorough breakdown of the elements of a company’s internet presence from corporate site to landing pages to emails and provide insights into how consumers view the entire customer experience. The purpose of this session is to help attendees understand how consumers see their property presence and respond to what is offered at each step of the way. The presenters will be providing tens of thousands of dollars of free consulting insights to the lucky firm that agrees to be analyzed, and to all attendees in general.
Presenters:
Scott Esmond, Director of Business Development, Red Door Interactive
Tony Felice, Senior Strategist, Red Door Interactive
This presentation was given at a Markedu marketing web seminar presented to marketers from more than 20 countries.
The title Power Up Your Direct & Digital Marketing is also the name of a workshop/seminar which Markedu intend to bring to a number of cities in Europe and the Middle East in 2012.
The speaker is Michael Leander - an accomplished international marketing expert, trainer and speaker. He has presented current marketing topics to professionals in more than 35 countries.
The Power Up Your Direct & Digital Marketing event format is focused at bringing direction to focus on the many areas of marketing that are often neglected.
In this web seminar presentation Michael Leander covered only bits and pieces of what attendees at one of the workshops in the physical space will experience.
Georgea Frank-Tann talks about the digital marketing model versus the traditional marketing model. Harnessing the power of digital marketing, continuous evaluation, and optimisation. How digital analytics can inform campaign decisions and drive ROI.
RewardMe provides an in-store intelligent customer relationship management system using iPads in stores to collect customer purchase data and enroll customers in a rewards program. They have signed up over 66,000 users across 20 pilot stores, capturing 27.58% of all purchases. RewardMe users buy 20.5% more on average and generate a provable 2% increase in bottom-line revenue for stores. RewardMe has secured a $1 million contract with a 90-store burger chain and is raising a $5 million Series A funding round to scale the business.
1) Consumer search habits have changed, with most people now searching online rather than using directories, newspapers, or television.
2) Having a website alone is not enough for a business to be visible - most searchers only view the first page of results. Search engine marketing can help businesses get on this first page to be seen.
3) AdzZoo offers search engine marketing services including custom website design, search engine optimization, directory listings, and ongoing campaign management to help businesses get found online where customers are searching.
Behavioral targeting is a digital advertising technique where data about individuals' online behavior and interests is collected over time to deliver targeted ads. Advertising networks partner with thousands of websites to access visitor traffic data like cookies, IP addresses, and clicked links to build profiles about web users. This information is then used to display ads based on pages browed, time spent on sites, and other interactions. While behavioral targeting allows for highly personalized ads, it raises privacy concerns due to the extensive data collection and some question its effectiveness for all products. Both benefits like increased knowledge of customers and drawbacks like high expenses and limited reach must be considered. Major tech companies like Facebook, Amazon, and Google utilize behavioral targeting techniques.
Increasing The ROI On Next Gen Store SystemsIncreasing The ROI On Next Gen St...G3 Communications
More than 75% of retailers are planning to replace their POS hardware in less than 4 years, according to Boston Retail Partners 12th Annual POS Benchmark Survey.
Register today for this webinar to access more of the survey results and as well as learn how you can better manage the technology procurement process in a way that not only makes your life simpler but could help reduce acquisition costs.
Key points include:
- Investment priorities of retailers around store systems;
- Adoption plans for mobile solutions;
- A simpler hardware procurement process;
- Key steps to managing costs.
The document discusses strategies for a business to reach its target customers and achieve its goals. It focuses on defining the ideal customer through buyer personas, understanding the customer journey from awareness to purchase, and using various marketing tactics like content marketing, search engine marketing, and advertising on platforms like YP.com. The overall aim is to get the business found online by potential customers and engage with them throughout the purchase process.
SXSW Interactive 2012: Why Small is the New Big and Big is the New SmallKathy (Kat) Mandelstein
SXSW Interactive 2012
Why Small Is the New Big and Big Is the New Small
Saturday, March 10
12:30PM - 1:30PM
Hilton Garden Inn, Rio Grande
Audio Podcast and full description available here on conference Web site
http://schedule.sxsw.com/2012/events/event_IAP10015
This document discusses common myths about selling online and provides strategies for effective ecommerce. It begins by debunking myths such as that an online store is easy to run or will make a fortune. It then outlines how to think of an online store like a physical shop with features to encourage browsing and sales. The rest of the document provides overviews and tips for key online marketing channels including search engine optimization, pay-per-click advertising, display advertising, email marketing, social media, and mobile strategies. It emphasizes the importance of having an overall online marketing strategy and testing different channels.
The document discusses internet marketing techniques used by top car dealerships to generate online leads and drive traffic to their lots. It recommends using SEO, SEM, social media, and video marketing to attract visitors to the dealership website, and then satisfying visitors with up-to-date vehicle inventory and information to encourage return visits. It also stresses the importance of creating emotional ads for every vehicle that inspire ownership and drive visitors to the physical lot through calls to action like those used in traditional marketing. Emerging mobile marketing opportunities are also highlighted.
Analytics & MIS Planning for Your Internet Retail Store By Seby Kallarakkaliamwire
This document discusses developing key performance indicators (KPIs) for an e-commerce store. It recommends starting with business goals and strategies, then developing KPIs to measure those goals. Some examples of business goals provided include increasing customer base, repeat purchases, and order value. The document also presents frameworks for defining goals, such as using the REACH, ENGAGE, ACTIVATE, NURTURE (REAN) model or considering individual departmental goals. Overall, it provides a process for translating business objectives into meaningful KPIs to track performance.
Data Marketing Show Presentation Final VersionGed Mirfin
This document discusses using data and customer insights to engage stakeholders through demand-pull marketing. It advocates moving from supply-push marketing approaches to identifying latent customer demands. Segmenting data on commercial risk levels in regions allows for highly targeted messaging that increases relevance and engagement. The document provides an example of how drilling down to specific high-risk business segments in Sefton enabled crafting marketing messages addressing their key concerns.
Smx west 2012 the end of search marketing (as we know it!)Alexandre Pelletier
The document discusses how search marketing is changing as search growth slows and display advertising growth accelerates. It notes that display advertising is becoming more transparent and performance-based like search advertising. Retargeting is highlighted as a powerful use of display advertising for search marketers. The need for cross-channel marketing using all channels like search, social, display and retargeting is emphasized to remain competitive.
Digital analyst with over 10 years of experience in web and user behavior analytics. Specializes in defining key performance indicators and metrics to continuously improve websites and measure success. Provides data-driven recommendations by analyzing user flows, goals, and interactions to increase sales, customer satisfaction, and reduce costs.
More than 70% of B2B purchase cycles are self-directed, trust-based, social — and invisible to vendors and suppliers. Buyers place more importance on the lifetime experience than the purchase, and they expect to realize value long before they purchase your solution. These days, it’s about the journey, not the ultimate purchase.
So how do you reach these 70% to influence their buying decisions – when they haven’t visited your site yet?
On December 6, 2011, Optify and Search Marketing hosted a free webcast on how to market along the buyer’s journey. The live webcast was led by Erez Barak, VP of Products and co-founder at Optify, and Christine Crandell, President of New Business Strategies, a marketing strategy consulting firm. Following the presentation, the speakers participated in a Q&A session gathered from the webinar attendees.
Watch the webcast to learn:
How to identify the stages of the Buyer’s Journey
How to align marketing and sales to the Buyer’s Journey
Why companies can accelerate their revenue cycle with this approach
The full recording and Q&A are available here -http://www.optify.net/webinars/marketing-along-the-buyers-journey/?preview=true&preview_id=28240&preview_nonce=07821c66ee
Getting the most out of the Digital revolution for Small BusinessRethink Marketing
The document discusses the digital revolution and the new model of marketing required for the digital era. It outlines how customers, staff, and technology have changed, with customers now being online, savvy, mobile, and demanding. It also discusses how the new buying process has changed, with customers better researched both online and offline. The document then discusses how staff expectations have changed regarding reputation, knowledge, communications, and IT. It proposes a new model of inbound and outbound marketing leveraging content, social media, sales channels, and CRM to meet the new demands of the digital customer.
Is Digital Marketing Right for My BusinessMartino Flynn
Bob Burch, digital media supervisor with Martino Flynn, spoke at the Ad Council of Rochester on 10 important things that non-profits should know about digital marketing.
Conversational Marketing: 3 Essential Phases To Build Bi-Directional Dialogue...G3 Communications
The document discusses the importance of conversational marketing and outlines 3 essential phases to build bi-directional dialogue between prospects and vendors: focusing on understanding the buyer, implementing the right technology to enable conversations across channels, and automating follow up and content nurturing tailored to where prospects are in their buying cycle.
Slides from a recent Webinar with Meagen Eisenberg, VP of Demand Generation at DocuSign and Jason Steward, Director of Marketing at Demandbase on optimizing your b2b website with account-based targeted content.
Five Truths In Building An Effective Digital Marketing And E Commerce StrategyCorey Torrence
1. Technology has fundamentally changed the consumer's purchase journey and buying behavior, requiring companies to understand digital touchpoints and how they influence customers at each stage.
2. Former concepts of customer profiling are no longer sufficient. Continuous monitoring of social media and updated consumer insights are needed to respond to changing demand.
3. Companies now have complex B2B and B2C models requiring new channel relationships and financial arrangements, as well as integrated online and offline marketing to improve efficiency and customer experience. Competition is no longer limited by geography.
The document describes RewardMe, a company that provides a real-time customer relationship management (CRM) platform for local businesses. It summarizes the backgrounds of the founding team members and describes the opportunity for RewardMe to help the many local businesses that struggle with customer retention. The platform captures customer purchase data using loyalty programs to provide personalized offers, social media integration, and business intelligence insights that can boost sales and improve relationships. Early customer pilots showed increases in repeat purchases and average cart size.
Internet advertising experts will provide a thorough breakdown of the elements of a company’s internet presence from corporate site to landing pages to emails and provide insights into how consumers view the entire customer experience. The purpose of this session is to help attendees understand how consumers see their property presence and respond to what is offered at each step of the way. The presenters will be providing tens of thousands of dollars of free consulting insights to the lucky firm that agrees to be analyzed, and to all attendees in general.
Presenters:
Scott Esmond, Director of Business Development, Red Door Interactive
Tony Felice, Senior Strategist, Red Door Interactive
This presentation was given at a Markedu marketing web seminar presented to marketers from more than 20 countries.
The title Power Up Your Direct & Digital Marketing is also the name of a workshop/seminar which Markedu intend to bring to a number of cities in Europe and the Middle East in 2012.
The speaker is Michael Leander - an accomplished international marketing expert, trainer and speaker. He has presented current marketing topics to professionals in more than 35 countries.
The Power Up Your Direct & Digital Marketing event format is focused at bringing direction to focus on the many areas of marketing that are often neglected.
In this web seminar presentation Michael Leander covered only bits and pieces of what attendees at one of the workshops in the physical space will experience.
Georgea Frank-Tann talks about the digital marketing model versus the traditional marketing model. Harnessing the power of digital marketing, continuous evaluation, and optimisation. How digital analytics can inform campaign decisions and drive ROI.
RewardMe provides an in-store intelligent customer relationship management system using iPads in stores to collect customer purchase data and enroll customers in a rewards program. They have signed up over 66,000 users across 20 pilot stores, capturing 27.58% of all purchases. RewardMe users buy 20.5% more on average and generate a provable 2% increase in bottom-line revenue for stores. RewardMe has secured a $1 million contract with a 90-store burger chain and is raising a $5 million Series A funding round to scale the business.
1) Consumer search habits have changed, with most people now searching online rather than using directories, newspapers, or television.
2) Having a website alone is not enough for a business to be visible - most searchers only view the first page of results. Search engine marketing can help businesses get on this first page to be seen.
3) AdzZoo offers search engine marketing services including custom website design, search engine optimization, directory listings, and ongoing campaign management to help businesses get found online where customers are searching.
Behavioral targeting is a digital advertising technique where data about individuals' online behavior and interests is collected over time to deliver targeted ads. Advertising networks partner with thousands of websites to access visitor traffic data like cookies, IP addresses, and clicked links to build profiles about web users. This information is then used to display ads based on pages browed, time spent on sites, and other interactions. While behavioral targeting allows for highly personalized ads, it raises privacy concerns due to the extensive data collection and some question its effectiveness for all products. Both benefits like increased knowledge of customers and drawbacks like high expenses and limited reach must be considered. Major tech companies like Facebook, Amazon, and Google utilize behavioral targeting techniques.
Increasing The ROI On Next Gen Store SystemsIncreasing The ROI On Next Gen St...G3 Communications
More than 75% of retailers are planning to replace their POS hardware in less than 4 years, according to Boston Retail Partners 12th Annual POS Benchmark Survey.
Register today for this webinar to access more of the survey results and as well as learn how you can better manage the technology procurement process in a way that not only makes your life simpler but could help reduce acquisition costs.
Key points include:
- Investment priorities of retailers around store systems;
- Adoption plans for mobile solutions;
- A simpler hardware procurement process;
- Key steps to managing costs.
The document discusses strategies for a business to reach its target customers and achieve its goals. It focuses on defining the ideal customer through buyer personas, understanding the customer journey from awareness to purchase, and using various marketing tactics like content marketing, search engine marketing, and advertising on platforms like YP.com. The overall aim is to get the business found online by potential customers and engage with them throughout the purchase process.
SXSW Interactive 2012: Why Small is the New Big and Big is the New SmallKathy (Kat) Mandelstein
SXSW Interactive 2012
Why Small Is the New Big and Big Is the New Small
Saturday, March 10
12:30PM - 1:30PM
Hilton Garden Inn, Rio Grande
Audio Podcast and full description available here on conference Web site
http://schedule.sxsw.com/2012/events/event_IAP10015
This document discusses common myths about selling online and provides strategies for effective ecommerce. It begins by debunking myths such as that an online store is easy to run or will make a fortune. It then outlines how to think of an online store like a physical shop with features to encourage browsing and sales. The rest of the document provides overviews and tips for key online marketing channels including search engine optimization, pay-per-click advertising, display advertising, email marketing, social media, and mobile strategies. It emphasizes the importance of having an overall online marketing strategy and testing different channels.
The document discusses internet marketing techniques used by top car dealerships to generate online leads and drive traffic to their lots. It recommends using SEO, SEM, social media, and video marketing to attract visitors to the dealership website, and then satisfying visitors with up-to-date vehicle inventory and information to encourage return visits. It also stresses the importance of creating emotional ads for every vehicle that inspire ownership and drive visitors to the physical lot through calls to action like those used in traditional marketing. Emerging mobile marketing opportunities are also highlighted.
Analytics & MIS Planning for Your Internet Retail Store By Seby Kallarakkaliamwire
This document discusses developing key performance indicators (KPIs) for an e-commerce store. It recommends starting with business goals and strategies, then developing KPIs to measure those goals. Some examples of business goals provided include increasing customer base, repeat purchases, and order value. The document also presents frameworks for defining goals, such as using the REACH, ENGAGE, ACTIVATE, NURTURE (REAN) model or considering individual departmental goals. Overall, it provides a process for translating business objectives into meaningful KPIs to track performance.
Data Marketing Show Presentation Final VersionGed Mirfin
This document discusses using data and customer insights to engage stakeholders through demand-pull marketing. It advocates moving from supply-push marketing approaches to identifying latent customer demands. Segmenting data on commercial risk levels in regions allows for highly targeted messaging that increases relevance and engagement. The document provides an example of how drilling down to specific high-risk business segments in Sefton enabled crafting marketing messages addressing their key concerns.
Smx west 2012 the end of search marketing (as we know it!)Alexandre Pelletier
The document discusses how search marketing is changing as search growth slows and display advertising growth accelerates. It notes that display advertising is becoming more transparent and performance-based like search advertising. Retargeting is highlighted as a powerful use of display advertising for search marketers. The need for cross-channel marketing using all channels like search, social, display and retargeting is emphasized to remain competitive.
Digital analyst with over 10 years of experience in web and user behavior analytics. Specializes in defining key performance indicators and metrics to continuously improve websites and measure success. Provides data-driven recommendations by analyzing user flows, goals, and interactions to increase sales, customer satisfaction, and reduce costs.
This document discusses optimizing conversion rates (CRO) on websites and mobile sites. It provides tips for CRO including testing different elements like headlines, offers, and calls-to-action through A/B split tests and analytics. Mobile site optimization tips are given like ensuring buttons are big, isolated, reachable by thumb. The document also discusses how the purchase journey has changed and is now non-linear across channels with consumers in control.
This document discusses strategic alliance options for internet marketing. It provides details on different options with varying time frames and financial commitments. The options include a flat fee with no revenue sharing, revenue sharing based on specific events, transactions, or gross sales allocated to internet marketing. It also discusses training the client on social media strategies and analytics to track engagement and lead conversion.
Money Matters - preparing for company sale - 041113Kris Fuehr
This document discusses preparing a company for sale. It recommends starting preparation early and focusing on financial performance, growth potential, revenue streams, margins, and customer satisfaction to make the company more valuable. Key aspects of preparation include developing financial statements, growth forecasts, ownership information, and standardized processes. The document also recommends monitoring trends, gaps, and problem areas monthly and obtaining an advisor to facilitate the preparation process.
Valuing Partner Traffic through the evolution of Ecommerceauexpo Conference
This document discusses how the e-commerce marketing landscape is shifting due to new technologies like mobile and how consumer behaviors are changing as a result. It introduces eBay's Quality Click Pricing model, which aims to better assess the true value and incremental sales that affiliate partners bring by evaluating both the short-term and long-term revenue generated from their traffic. Key factors considered include purchase revenue, new user lifetime value, and engagement. The presentation emphasizes the growth of mobile commerce and how platforms must adapt payment structures to account for new types of user events across different devices and contexts.
Wd & im session b2_marketing through internet_april 26,2010Mahesh Panchal
This document discusses using the internet and Google AdWords for marketing. It covers branding, creating an online presence, using ads to enhance existing products/services and recruit new customers. It describes the basics of Google AdWords, including how to create ads, target audiences, and track performance. AdWords allows flexibility in location/language targeting and offers control over bid amounts and budgets. Google Analytics can then track which marketing efforts are most effective by measuring metrics like impressions, leads, sales and conversions.
This presentation was done to UNC-Wilmington Cameron School of Business students during their annual business week. It provided the students with a way to think about how they should be doing marketing if they take a job with a small business with low or no budget and few resources.
Personalisation to improve customer experienceEpiserver
Personalisation uses the priceless information you gather about customers, both new and returning, to tailor content, information and offers. This session will look at how you can use personalisation to improve user experience and bring your segmentation strategy alive.
During dmaDetroit's 15th Annual AIMS event, Larry Freed, President of Forsee Results presented on: "Metrics to Understand the Cross-Channel Customer"
This is his presentation.
This document summarizes a webinar presentation given by TNS-Compete on improving automotive marketing effectiveness. The presentation covered:
1) Why clickthrough rates alone don't indicate advertising effectiveness and the importance of optimizing the landing page experience.
2) Case studies comparing the performance of AT&T marketing campaigns that showed higher engagement on landing pages led to better results, even with fewer clicks.
3) Principles for effective landing pages like synchronizing the message and visuals between ads and pages and highlighting calls to action.
4) Data from automotive campaigns demonstrating that optimized pages with tools and easy navigation drove higher engagement and quote requests.
5) Testing and optimizing landing
Achieving Dialogue In The Age Of The Omni-Channel CustomerG3 Communications
"Blast" marketing strategies of the past are no longer sufficient to engage today's customers and foster loyalty. Typical campaign response rates have plummeted while customer opt-out rates have ascended, limiting your ability to converse with even your most valuable customers. New automated dialogue strategies can help retailers create a seamless experience across all channels and engage with each of their customers as individuals, connecting every customer communication - outbound, inbound, marketing, sales or service - into an ongoing dialogue where customer insight and understanding forms the basis for each and every interaction.
Customer Acquisition & Monetization - Keys to your Business ModelDavid Skok
Presentation describing how Cost of Customer Acquisition (CAC) and Monetization (LTV) are they key elements to get right for a successful business model. Also describes the latest techniques for reducing CAC, including Inbound Marketing, and the author's own methodology: Building a Sales & Marketing Machine.
Wacklin marketing trends and digital marketingJulia Argunova
This document discusses digital marketing and provides recommendations for developing a digital marketing strategy. It covers trends in declining traditional media spending and growth in digital spending. The document also provides advice on developing strategies for owned, bought, and earned media and integrating digital marketing tactics like search, social media, and analytics into the planning, execution, and optimization of digital campaigns.
Beyond the Landing Page-The 7 Habits of Maximizing Web Site Advertising SpendDarren Guarnaccia
Beyond the Landing Page-The 7 Habits of Maximizing Web Site Advertising Spend. This is a presentation I gave at Ad:tech in April 09. It details how websites can be improved to maximize advertising investment.
The document discusses advanced online marketing strategies for small businesses. It defines marketing and outlines key business objectives like speed to revenue, profits, and cash flow. It then covers important online marketing platforms like websites, email, banners, search engine optimization, and social media. It emphasizes the importance of quality content, credibility, focusing on the customer experience, and optimizing conversion metrics. Specific tactics are provided for each platform, and metrics for measuring online marketing success are presented.
The quantitative importance of Social Commerce - Richard Anson - ReevooWebanalisten .nl
Richard Anson will talk about the importance of user generated content and how to quantify its impact. He will dispel several myths of social commerce, showing how it is much more than social media, how it is measurable, and prove with numbers the impact of social commerce on conversion and sales. Richard will also provide some best practice examples and tips on what to measure and how to analyse results and give an overview of trends and user behaviour. This session is a great opportunity to learn, benchmark and ask all your questions to an expert.
5 essential google analytics tools for the data driven marketerDemandWave
This webinar discusses 5 essential Google Analytics tools for data-driven marketers. It covers evaluating traffic sources through keywords, creating goals and funnels to track conversions, analyzing social media interactions and conversions, building custom dashboards, using regular expressions to track long-tail keywords and campaign variations, and some additional tips. The webinar emphasizes focusing analytics on outcomes like conversions rather than just traffic, customizing tracking to key business goals, and using metrics to make disciplined decisions.
Intro to search marketing sept 2012 fskip451 Marketing
This presentation provides an overview of search marketing. It defines search marketing as the process of gaining traffic and visibility from search engines. It discusses the key components of search engine optimization (SEO), including code, content, and connections. It also covers paid search marketing (Paid Search) and how advertisers can target audiences and measure results. The presentation aims to explain why search marketing is important and how companies can optimize their websites and run paid search campaigns.
Similar to Analyze & Optimize: Creating Action on the Web (20)
Law firms are increasingly using social media to connect with potential clients and promote their services. A 2012 study found that over 80% of large law firms were active on LinkedIn and Facebook, though smaller firms were slower to adopt social media. Social platforms allow firms to showcase their expertise, build their brands, and find new business opportunities if used strategically.
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3. 62.5
Items sold per
second during Xmas
2008
$10,000
Revenue per minute
threshold below
which alarms are
sounded in real-time
99% 7 Minutes
Orders shipped on- Frequency of delivery
time trucks leaving Amazon’s
UK facility
J
4. “Our customer-facing businesses relentlessly focus on
customer experience by offering a wide selection of
merchandise, low prices, and convenience”
“Our marketing strategy is designed:
• To increase customer traffic to our websites,
• Drive awareness of products and services we offer,
• Promote repeat purchases,
• Develop incremental product and service revenue opportunities
• Strengthen and broaden the Amazon.com brand name”
J
5. Let’s say we want a
metric for customer
enjoyment. How
would we calculate
that?
How much time
each customer
spends on the site?
How about the
average number of
minutes a customer
Not specific enough! spends on the site
per session. If that
goes up, they are
having a blast.
But how do
Good points. And we factor in
purchases.
anyway, enjoyment
is just the start. In
the end, we should
be measuring I think we need to
customer ecstasy. consider frequency
of visits, too
J
6. What Are Firms Doing Today?
Visitors’ Need
Enjoy surfing and browsing books,
videos, etc.
Web Site Marketing Objective
Capabilities • Drive awareness of products and
services we offer
• Promote repeat purchases
Web Site Capabilities
• Identify repeat visitors
Metrics • Profile users and contextually
Firm’s “advertise” relevant products
Visitors’
Marketing
Needs Metrics
Objectives # of repeats visits by purchases that
last greater than 5 minutes and
include views of more than one
product category
J
12. So what is the current State?
• It’s basically a popularity
contest
• Does a relatively good job of
measuring how many people
are looking at something…
• …but it gives you very little
information about who
• …and almost nothing about
why
K
14. How do we move ahead?
What people
are looking at What people
are doing
K
15. Two type of websites
Application sites Content sites,
such as store such as news,
fronts, banking, reference,
etc. media, etc.
K
16. What kind is right for professional services?
Using a site as a
business development
tool requires viewing it
as an application that
allows visitors to Legal Sites
accomplish some task
or function.
K
18. Which actions are supported by your site?
Finding a Lawyer
100% of GC’s view bios of attorneys to which they are referred
• Finding basic contact information
• Checking or validating a referral
• Following-up a recent meeting or contact
Researching a topic
GC’s use the Web for research 85% of the time versus other sources
• Looking for new information
• Identifying people with experience
Seeking Continual Education
Sharing know-how matters: nearly all participants confirmed that they do read
law firm alerts
• Trends
• Events
• Publications and News
K
19. Content Interests of Your Audience
Factors Aiding Research of Outside Lawyers and
Law Firms for Potential Hire
80%
70%
60%
50%
40%
30%
20%
10%
0%
J
Source: Corporate Counsel New Media Engagement Survey, 2010
20. Measure the Conversion
• Definition: “An action that
signifies a completion of a
specified activity.”
• Conversions are the key to
measuring KPIs and
demonstrating website ROI
• Identifying and measuring
conversions enable a
Marketing team to
understand the what people
are doing when they come
to your site
K
21. Calls to Action
• Professional services firms must actively
provide opportunities for conversion
• One of the most effective ways to create a
conversion is to provide a direct and
measurable call-to-action
• Calls-to-action are the most informative if
they relate directly to your visitors’ most
common needs
K
23. What Should Our Calls to Action Be?
Source: Dan Zarrella : http://blog.hubspot.com/blog/tabid/6307/bid/6710/New-Data-Want-More-Leads-Offer-Downloadable-
Content.aspx#ixzz117XmXV3b J
31. Legal Example
Making "checkout" or sign-ups easy can have huge gains. Further, providing
clients with a means to tag content that they like, such as the shopping cart,
can help the firm identify which pieces of content are truly most popular, not
just the most visited. – Fry case study
K
34. Designing Calls to Action
Lay the Groundwork
Use Active Words
Source: http://boagworld.com/design/10-techniques-for-an-effective-call-to-action
J
35. Designing Calls to Action
Use White Space
Get the Position Right
Source: http://boagworld.com/design/10-techniques-for-an-effective-call-to-action
J
36. Designing Calls to Action – New Research
• Phrasing has an incredible impact on click through
– Study showed that providing a distinct and literal callout for a
desired action could result in a 173% increase in click-throughs
(4.7% vs. 12.81%)
Phrase Conversion Rate
I’m on Twitter. 4.70%
Follow me on Twitter. 7.31%
You should follow me on Twitter. 10.09%
You should follow me on Twitter here. 12.81%
K
37. Bringing it all together – Insight, Strategy, Action
Web Site
Capabilities
Firm’s
Visitors’
Marketing
Needs
Objectives
J
38. Bringing it all together – Insight, Strategy, Action
Visitor’s Needs
• Research a Topic
Marketing Objectives
• Position firm as expert in topical area
• Connect visitor with lawyers that can help
• Identify why they are interested in the topic
Metrics
• Thought leadership promotion - % of visits that result in two or more
“thoughtware“ items on the same topic viewed
• Shopping Cart – no. of times an item was printed or added to a binder
• Click to call - % of visits to attorney biographies that result in a v-card
download, email to the attorney, or bio print
• Context - % of visits where user identifies one or more segmentation variable
(e.g. type of organization, name, title, industry)
J
39. Bringing it all together – Insight, Strategy, Action
Visitor’s Needs
• Validate the credentials of a referred lawyer
Marketing Objectives
• Promote the lawyer and firm’s experience
• Create a dialogue
Metrics
• Credential checking- % of visits to the bio that result in more than one specific
experience record being accessed or % of visits that result in accessing
related thoughtware (blogs, pubs, events, etc.)
• Engagement offer relevance - % of visits to bio that result in acceptance of an
engagement offer (e.g. Client alert subscription, twitter signups, webinar
attendance)
J
40. Once you have your data…
Start over!
• Reiterate with incremental
adjustments
Adjust Measure
• Where possible, gather
data before and after
making changes
• Let your results drive your
next steps
Reflect
K