Kako vzpostaviti avtomatiziran osebni marketing in prestop v prodajo? Vsi kontakti namreč niso enako kakovostni in razviti, zato moramo, če želimo maksimizirati izkupiček, svoj čas namenjati pravim uporabnikom.
How to increase use of your marketing potential? What are the tricks and tips to growth hack your digital marketing? In this presentation, Andraz Stalec, CEO of Red Orbit, reveals the future of digital marketing and digital analytics.
Ciljanje kupcev preko več kanalov. Če bi imeli samo en kanal, se investicija v marketing ne bi obrestovala.
Niso vsi kupci enako dobri. Razviti je potrebno dolgoročni odnos s kupci.
Tektonski premiki na spletu od FMCG zahtevajo številne nove odgovore. Kako najti odgovore za svoje znamke?
V zadnjih mesecih so se na spletu dogajali takšni premiki, kot jih prej nismo videli v vsem desetletju. Kriza je pošteno premešala karte in marsikatero poslovno strategijo postavila na zahteven preizkus. Ali je premik na digital res prava poteza za vse? Kako popolnoma spremenjena nakupna in uporabniška izkušnja vpliva na nakupe v posameznih kategorijah? Kako prek digitalnih kanalov vzpostaviti celostno marketinško strategijo in nadomestiti izpad nekaterih drugih komunikacijskih kanalov? Kako svojo strategijo prilagoditi digitalnim uporabnikom, ki niso homogena skupina in se pri vedenju precej razlikujejo? Kako si odgovoriti na ta vprašanja, bo pojasnjeno v prispevku.
Kako so se spremenile navade ljudi glede hrane in turizma? Kako po novem diha Evropa – kakšni trendi se pričakujejo v turizmu in povezovanju s kmetijstvom?
The document discusses how to get more value from content marketing by optimizing content for search engines and voice searches. It recommends measuring key metrics like visitors, read rate, pages per session, and bounce rate to evaluate content effectiveness. To improve searchability, the document advises optimizing content for targeted keywords, including questions to work for voice. Images, internal links, headings and structured content are also important to reach more users. Voice searches are growing and require a different optimization approach than traditional search.
This document discusses 5 common false assumptions about online traffic and digital marketing:
1) That users searching for a brand will necessarily buy from that brand.
2) That direct traffic doesn't bring the most qualified users.
3) That generic search traffic will last forever.
4) That market maturity doesn't matter.
5) That user intent can be defined from just the search query.
It provides recommendations to analyze business metrics and user behavior more deeply to improve digital marketing strategies.
1) The document discusses how the rise of mobile usage and voice assistants is driving changes in digital marketing and advertising. Mobile usage and time spent on mobile devices has increased significantly in recent years.
2) It outlines how artificial intelligence is starting to play a bigger role in areas like search engine optimization, predictive analytics, and content personalization. For AI to be effective, companies need to capture extensive customer data on transactions, behaviors, and attributes.
3) The author recommends that marketers invest in data to better understand customer journeys, challenge conventional approaches as new technologies emerge, and focus on outcomes rather than individual advertising tactics or channels.
New insights from analyzing millions of user data point offer you better perspective on digital and enable you to design a more comprehensive digital strategy for your e-commerce business.
How to increase use of your marketing potential? What are the tricks and tips to growth hack your digital marketing? In this presentation, Andraz Stalec, CEO of Red Orbit, reveals the future of digital marketing and digital analytics.
Ciljanje kupcev preko več kanalov. Če bi imeli samo en kanal, se investicija v marketing ne bi obrestovala.
Niso vsi kupci enako dobri. Razviti je potrebno dolgoročni odnos s kupci.
Tektonski premiki na spletu od FMCG zahtevajo številne nove odgovore. Kako najti odgovore za svoje znamke?
V zadnjih mesecih so se na spletu dogajali takšni premiki, kot jih prej nismo videli v vsem desetletju. Kriza je pošteno premešala karte in marsikatero poslovno strategijo postavila na zahteven preizkus. Ali je premik na digital res prava poteza za vse? Kako popolnoma spremenjena nakupna in uporabniška izkušnja vpliva na nakupe v posameznih kategorijah? Kako prek digitalnih kanalov vzpostaviti celostno marketinško strategijo in nadomestiti izpad nekaterih drugih komunikacijskih kanalov? Kako svojo strategijo prilagoditi digitalnim uporabnikom, ki niso homogena skupina in se pri vedenju precej razlikujejo? Kako si odgovoriti na ta vprašanja, bo pojasnjeno v prispevku.
Kako so se spremenile navade ljudi glede hrane in turizma? Kako po novem diha Evropa – kakšni trendi se pričakujejo v turizmu in povezovanju s kmetijstvom?
The document discusses how to get more value from content marketing by optimizing content for search engines and voice searches. It recommends measuring key metrics like visitors, read rate, pages per session, and bounce rate to evaluate content effectiveness. To improve searchability, the document advises optimizing content for targeted keywords, including questions to work for voice. Images, internal links, headings and structured content are also important to reach more users. Voice searches are growing and require a different optimization approach than traditional search.
This document discusses 5 common false assumptions about online traffic and digital marketing:
1) That users searching for a brand will necessarily buy from that brand.
2) That direct traffic doesn't bring the most qualified users.
3) That generic search traffic will last forever.
4) That market maturity doesn't matter.
5) That user intent can be defined from just the search query.
It provides recommendations to analyze business metrics and user behavior more deeply to improve digital marketing strategies.
1) The document discusses how the rise of mobile usage and voice assistants is driving changes in digital marketing and advertising. Mobile usage and time spent on mobile devices has increased significantly in recent years.
2) It outlines how artificial intelligence is starting to play a bigger role in areas like search engine optimization, predictive analytics, and content personalization. For AI to be effective, companies need to capture extensive customer data on transactions, behaviors, and attributes.
3) The author recommends that marketers invest in data to better understand customer journeys, challenge conventional approaches as new technologies emerge, and focus on outcomes rather than individual advertising tactics or channels.
New insights from analyzing millions of user data point offer you better perspective on digital and enable you to design a more comprehensive digital strategy for your e-commerce business.
Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we’ve worked with numerous clients and learned that some assumptions are proven wrong more often than not.
The increasing number of online retailers on one side and slowing growth of online user population on the other side are the driving forces of change in e-commerce. Number of returning customers is in decline as new competitors are entering the market. Cost of advertising is rising. One-time customers are not profitable anymore so online retailers need to shift focus to retention.
In this talk we'll walk you through the process of building the new framework. We'll deep-dive into data-driven digital marketing framework, explain how to use CRM data to enhance your segments and finish up with case studies expaining how to use the new metrics to identify top customers and maximize your profits.
Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we’ve worked with numerous clients and learned that some assumptions are proven wrong more often than not.
The increasing complexity of digital landscape on one side and huge business expectations on the other side are the driving force of change in e-commerce. Fueled by tons of data machine learning and artificial intelligence are slowly becoming the norm. But algorithms themselves won't be able to change the companies and deliver success. Entire companies need to change as well. How to embrace this change? Where to start and what to expect? How to organize yourselves? We'll deep-dive into data-driven digital marketing framework, followed by insights and case studies from clients and finish up with a stack of tools and takeaways you can use to produce some quick wins.
Since the beginning, TV has been used to build awareness and drive purchase intent. Entire companies and industries were built on that. But as users are now shifting to mobile, advertisers will need to learn how to build awareness and intent there. This has been a challenge for many advertisers and online media for some time. All the big players (from Google to Facebook) are now heavily investing in developing new solutions for advertisers to reach users at the top of the funnel (TOFU). While many new solutions already exist, advertisers and agencies have yet to find the perfect mix that will actually have an impact on the bottom of the funnel (BOFU) as well. The first companies to master the digital TOFU and MOFU (middle of the funnel) will be tomorrow's winners.
1) The document discusses how consumer behavior has fundamentally changed, with 80% of conversions including more than one digital channel and over 10,000 keywords used by users.
2) It emphasizes the importance of understanding the customer's entire decision journey, from initial interactions to transactions, and establishing metrics to track behavior and outcomes across different stages.
3) The author advocates adapting marketing efforts to better target users throughout their journey, with content tailored based on their needs and goals at different points in time.
This document discusses how digital marketing and consumer behavior have fundamentally changed, with more than 80% of conversion paths including multiple digital channels. It emphasizes understanding the entire customer decision journey through metrics that track consumer behavior and outcomes. This includes establishing micro and macro conversions to understand short, medium and long-term impacts. The document also stresses adapting marketing approaches based on the target group's goals, needs and the purchase funnel stage by optimizing digital channels, targeting, content and key performance indicators.
Consumers are always changing. How can we adapt our digital marketing to their needs? Do we really know what their needs are? Do we know where we fail to satisfy them? Digital marketing in all its glory and complexity can be overwhelming and marketeers get "lost" fast, spending money on the wrong things. With lean digital marketing approach we will take a look at how to approach digital marketing the smart way
This document discusses becoming a data-driven organization. It recommends investing in robust data extraction and loading processes. Quick wins should be obvious improvements that were overlooked previously. Analyses should minimize friction and experimentation is important. Measurements should be focused on distributions rather than single numbers, capturing external relationships. The checklist involves investing in data, finding quick wins, being methodical, focusing on one key performance indicator at a time while changing often, and avoiding stale metrics.
The Net Promoter Score is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters. With Google Analytics we can analyze individual segments from different perspective: acquisition, behaviour, conversions and we also can do remarketing on basis of all gathered data.
In a complex digital marketing ecosystem the aspect of multi channel funnels cannot be ignored and helps you to value different channels and campaigns properly. Detailed analysis can be a great asset in this approach.
This document discusses the importance and value of data-driven marketing for businesses. It notes that companies that invest more in data than their competitors see 20% better performance across key metrics like conversion rates, revenue, and sessions. However, the value of data decreases over time if it does not directly impact decisions or lead to improvements in the user experience. To maximize the value of data, marketers should use insights to make strategic decisions, continuously optimize campaigns and the user experience, and focus on immediacy, context, and intent rather than just user identity or loyalty alone.
The document discusses digital marketing strategies and optimization. It begins by showing the results of different advertising campaigns and how pausing ads led to decreased sales. It then discusses the importance of understanding customer behavior across multiple devices and touchpoints. The document advocates focusing marketing efforts on increasing average order value, conversion rates, and the number of relevant visitors. It also emphasizes the need to measure micro and macro conversions throughout the customer decision journey. Overall, the document provides guidance on optimizing the marketing funnel, attribution modeling, and advanced analytics to improve digital marketing performance and return on investment.
Consumers are always changing. How can we adapt our digital marketing to their needs? Do we really know what their needs are? Do we know where we fail to satisfy them? Digital marketing in it's all glory and complexity can be overwhelming and marketeers get "lost" fast, spending money on the wrong things. With lean digital marketing approach we will take a look at how to approach digital marketing the smart way.
At the end results are the only thing that matters. You need to ask yourselves how does my digital revenue stream look like? How can I establish advanced digital metrics and define KPIs to understand my customers better? How can I track them through whole consumer decision journey? Which areas should I focus on to improve my business results? Looking through the eyes of an CEO and adviser to numerous companies in the field of digital, participants will receive precious advice on how to growth hack their digital marketing.
Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we’ve worked with numerous clients and learned that some assumptions are proven wrong more often than not.
The increasing number of online retailers on one side and slowing growth of online user population on the other side are the driving forces of change in e-commerce. Number of returning customers is in decline as new competitors are entering the market. Cost of advertising is rising. One-time customers are not profitable anymore so online retailers need to shift focus to retention.
In this talk we'll walk you through the process of building the new framework. We'll deep-dive into data-driven digital marketing framework, explain how to use CRM data to enhance your segments and finish up with case studies expaining how to use the new metrics to identify top customers and maximize your profits.
Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we’ve worked with numerous clients and learned that some assumptions are proven wrong more often than not.
The increasing complexity of digital landscape on one side and huge business expectations on the other side are the driving force of change in e-commerce. Fueled by tons of data machine learning and artificial intelligence are slowly becoming the norm. But algorithms themselves won't be able to change the companies and deliver success. Entire companies need to change as well. How to embrace this change? Where to start and what to expect? How to organize yourselves? We'll deep-dive into data-driven digital marketing framework, followed by insights and case studies from clients and finish up with a stack of tools and takeaways you can use to produce some quick wins.
Since the beginning, TV has been used to build awareness and drive purchase intent. Entire companies and industries were built on that. But as users are now shifting to mobile, advertisers will need to learn how to build awareness and intent there. This has been a challenge for many advertisers and online media for some time. All the big players (from Google to Facebook) are now heavily investing in developing new solutions for advertisers to reach users at the top of the funnel (TOFU). While many new solutions already exist, advertisers and agencies have yet to find the perfect mix that will actually have an impact on the bottom of the funnel (BOFU) as well. The first companies to master the digital TOFU and MOFU (middle of the funnel) will be tomorrow's winners.
1) The document discusses how consumer behavior has fundamentally changed, with 80% of conversions including more than one digital channel and over 10,000 keywords used by users.
2) It emphasizes the importance of understanding the customer's entire decision journey, from initial interactions to transactions, and establishing metrics to track behavior and outcomes across different stages.
3) The author advocates adapting marketing efforts to better target users throughout their journey, with content tailored based on their needs and goals at different points in time.
This document discusses how digital marketing and consumer behavior have fundamentally changed, with more than 80% of conversion paths including multiple digital channels. It emphasizes understanding the entire customer decision journey through metrics that track consumer behavior and outcomes. This includes establishing micro and macro conversions to understand short, medium and long-term impacts. The document also stresses adapting marketing approaches based on the target group's goals, needs and the purchase funnel stage by optimizing digital channels, targeting, content and key performance indicators.
Consumers are always changing. How can we adapt our digital marketing to their needs? Do we really know what their needs are? Do we know where we fail to satisfy them? Digital marketing in all its glory and complexity can be overwhelming and marketeers get "lost" fast, spending money on the wrong things. With lean digital marketing approach we will take a look at how to approach digital marketing the smart way
This document discusses becoming a data-driven organization. It recommends investing in robust data extraction and loading processes. Quick wins should be obvious improvements that were overlooked previously. Analyses should minimize friction and experimentation is important. Measurements should be focused on distributions rather than single numbers, capturing external relationships. The checklist involves investing in data, finding quick wins, being methodical, focusing on one key performance indicator at a time while changing often, and avoiding stale metrics.
The Net Promoter Score is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters. With Google Analytics we can analyze individual segments from different perspective: acquisition, behaviour, conversions and we also can do remarketing on basis of all gathered data.
In a complex digital marketing ecosystem the aspect of multi channel funnels cannot be ignored and helps you to value different channels and campaigns properly. Detailed analysis can be a great asset in this approach.
This document discusses the importance and value of data-driven marketing for businesses. It notes that companies that invest more in data than their competitors see 20% better performance across key metrics like conversion rates, revenue, and sessions. However, the value of data decreases over time if it does not directly impact decisions or lead to improvements in the user experience. To maximize the value of data, marketers should use insights to make strategic decisions, continuously optimize campaigns and the user experience, and focus on immediacy, context, and intent rather than just user identity or loyalty alone.
The document discusses digital marketing strategies and optimization. It begins by showing the results of different advertising campaigns and how pausing ads led to decreased sales. It then discusses the importance of understanding customer behavior across multiple devices and touchpoints. The document advocates focusing marketing efforts on increasing average order value, conversion rates, and the number of relevant visitors. It also emphasizes the need to measure micro and macro conversions throughout the customer decision journey. Overall, the document provides guidance on optimizing the marketing funnel, attribution modeling, and advanced analytics to improve digital marketing performance and return on investment.
Consumers are always changing. How can we adapt our digital marketing to their needs? Do we really know what their needs are? Do we know where we fail to satisfy them? Digital marketing in it's all glory and complexity can be overwhelming and marketeers get "lost" fast, spending money on the wrong things. With lean digital marketing approach we will take a look at how to approach digital marketing the smart way.
At the end results are the only thing that matters. You need to ask yourselves how does my digital revenue stream look like? How can I establish advanced digital metrics and define KPIs to understand my customers better? How can I track them through whole consumer decision journey? Which areas should I focus on to improve my business results? Looking through the eyes of an CEO and adviser to numerous companies in the field of digital, participants will receive precious advice on how to growth hack their digital marketing.
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