Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Adido, profile picture
Uploaded byAdido
PPTX, PDF558 views

Marketing with 2020 vision | VAC 2019

The document discusses the evolution and challenges of digital marketing, particularly in the context of changing consumer behaviors and platform dynamics. Key issues faced by venues include understanding effective marketing channels and managing budgets efficiently amid rising PPC costs. The importance of leveraging SEO, accurate data analysis, and integrating marketing efforts is emphasized to improve decision-making and overall results.

Marketing◦
Related topics:
User Engagement Strategies• Travel and Tourism•Email Marketing Insights• Google Analytics•
Download to read offline
OCTOBER 2019 VAC
• Started Adido in 2003 • Digital marketing speaker and cynic • The future is fascinating • I like to swim @andy_head / @adido WHO AM I?
OUR AWARDS INDUSTRY RECOGNITION AGENCY WEBSITE OF THE YEAR WINNER BEST USE OF SEARCH
DIGITAL MARKETING IN 2019
2017 2019
SOME OTHER CHALLENGES… GOOGLE IS PUSHING MORE PPC – 76% INC IN 3 YEARS! 2.1% 3.7%
SOME OTHER CHALLENGES… COST PER CLICK IS GENERALLY GOING UP
FACEBOOK RARELY CONVERTS BUT SPEND KEEP GROWING
THE GROWTH OF STAYCATIONS https://www.theguardian.com/business/2017/sep/22/uk-overseas-tourists-pound-brexit-ons-figures “Staycations were also a feature of the summer months after a fall in the pound hit the number UK residents making visits abroad. Britons travelling to Europe and beyond fell to 6.9m, a 2% decrease when compared with July 2016. Spending by UK residents on foreign holidays also declined by 2% to £4.5bn on the same month a year before.” BREXIT & WEATHER (& ENVIRONMENT?) HELP THE PUSH
WHAT’S YOUR PROBLEM? https://www.ukinbound.org/wp-content/uploads/2018/12/Allways-Media-Attractions-Infographic-December-2018.pdf
TYPICAL ISSUES
• ‘We get sales from our website, but don’t know what channels are working best for us’ • ‘We get sales from our website, but don’t know how to spend our (small) budget’ • ‘Should we discount our ticket prices or not?’ • ‘Who are my best customers and how do I get more of them?’ • ‘I think Advert A works best but have no idea of knowing!’ These are the main questions that our venues struggle to answer. What to do? TYPICAL ATTRACTION MARKETING CHALLENGES
A TYPICAL VIEW Spend money / Do stuff Stuff happens Get ticket sales
WHAT’S YOUR PROBLEM? https://www.attractionsmarketing.co.uk/wp-content/uploads/2019/03/NickHow.QaResearch.pdf
SOCIAL THE HOLY GRAIL?
CHANGE? WHAT CHANGE?
THINGS TO PUT INTO ACTION IN 2020
MAKE THE MOST OF YOUR SEO GOOGLE MY BUSINESS PAGE
MAKE THE MOST OF YOUR SEO IF YOU CAN’T BEAT ‘EM…
MAKE THE MOST OF OTHER PEOPLES SEO BARNACLE SEO?
MAKE THE MOST OF OTHER PEOPLES SEO BARNACLE SEO?
MAKE THE MOST OF YOUR SEO TITLE TAG & DESC NOT OPTIMISED THIS IS MUCH BETTER! DO THE BASICS RIGHT!
MAKE THE MOST OF YOUR SEO DO THE BASICS RIGHT!
MAKING MORE OF YOUR PPC BUDGET DO YOU NEED TO SPEND MONEY ON YOUR BRAND? Brand - last action only December January February March April May June July August YTD Delivered 7,127 18,230 13,957 12,681 11,818 13,209 9,089 9,562 8,507 104,180 % Share 84% 76% 69% 71% 67% 74% 75% 72% 74% 73% Delivered £2,859.38 £6,918.14 £5,135.42 £4,574.76 £4,479.07 £5,573.27 £4,209.37 £4,464.72 £4,086.63 £42,300.76 % Share 75% 58% 48% 52% 53% 64% 66% 64% 70% 59% Delivered 95 281 130 95 99 93 94 76 66 1,029 % Share 67% 99% 92% 90% 92% 91% 95% 96% 99% 91% Delivered £52,247.70 £138,106.20 £57,133.60 £37,787.70 £45,411.10 £44,067.90 £42,207.60 £35,335.10 £23,574.40 £475,871.30 % Share 66% 97% 92% 87% 93% 93% 90% 87% 85% 88% Ecommerce Conv. Rate Delivered 1.33% 1.54% 0.93% 0.75% 0.84% 0.70% 1.03% 0.79% 0.78% 0.99% ABV Delivered £549.98 £491.48 £439.49 £397.77 £458.70 £473.85 £449.02 £464.94 £357.19 £462.46 Cost per Sale Delivered £30.10 £24.62 £39.50 £48.16 £45.24 £59.93 £44.78 £58.75 £61.92 £41.11 ROAS Delivered 18.3 20.0 11.1 8.3 10.1 7.9 10.0 7.9 5.8 11.2 Revenue Clicks Spend Transactions  We stopped bidding on brand terms in March/April as this term was not seeing any advertiser pressure  Traffic naturally picked up by the organic search result  We were able to put pressure on to partners to either get them to reduce or increase bids depending on where we were seeing best returns v their involvement
MAKING MORE OF YOUR PPC BUDGET CAN YOU GET YOUR ADS FOR FREE? https://www.google.com/grants/eligibility/
DO MORE ORGANIC SOCIAL? GET FANS INVOLVED “Why are comments so important? Because they’re a big part of Facebook engagement and send a strong, positive signal to Facebook. It gives the social network a better and a clearer understanding of what your page is actually about. Which leads to higher organic reach and ultimately helps you gain more fans.” https://www.lyfemarketing.com/blog/facebook-engagement/
DO MORE ORGANIC SOCIAL? https://www.mobext.ph/blog/5-key-lessons-for-brands-from-the-recent-major-facebook-newsfeed-update PAY TO PLAY NOW THE NORM
DO MORE EMAIL! https://www.clickback.com/blog/email-open-rate-benchmarks/ BYPASS THE ALGORITHMS
CHANGE? WHAT CHANGE?
FINDING AN EDGE WITH DATA ARE YOU DOING THE RIGHT THINGS?
• The internet is mature now – there are very few easy wins • Data is a great route to get better results • Most companies don’t have their data in order! Sad but true. • Having good data and using it well can be a really (good) unfair advantage • Linking up all data points is also a challenge most have solved • Again, getting good at this can make a significant difference • Paid media is a (increasingly) complicated beast • There are many layers that can be added to make things sophisticated and get better results THERE ARE NO EASY WINS BUT DATA CAN DEFINITELY HELP!
TO DELIVER BETTER UNDERSTANDING OF RESULTS… WHY SHOULD YOU CARE? IMPROVE YOUR DECISION MAKING TO INVEST MONEY MORE WISELY IN WHAT WORKS… YOU NEED BETTER DETAIL!
MAKING MARKETING INVESTMENT DECISIONS THE TIERS OF DATA ANALYSIS AND METRICS CPC / CTR CPA / CPL / CONV. RATE SALES / REVENUE ROI / PROFIT Real time benchmark statistics – how well are you competing in the ad space? Initial indicators of success based on ‘what good needs to look like.’ Often guesstimated based on ratios but can be calculated from online stats. Reliant on information from business intelligence. Could involve one-off or multiple purchases from same customer over a period of time Only possible by accounting for all costs and all revenue involved in generating the sale (snapshot in time or lifetime)
MAKE SURE YOUR TRACKING IS CORRECT! BAD DATA IN = BAD DATA OUT
SOME PREFER TO BOOK BY PHONE CAPTURE THEIR DATA VIA CALL TRACKING December January February March April May June July August Parc Vu Websales REV £138,251.98 £535,351.65 £215,605.30 £191,069.97 £286,781.80 £249,814.00 £301,048.15 £434,889.80 £287,477.38 Web Sales £128,880.30 £492,765.50 £203,343.10 £175,772.40 £266,897.40 £229,697.70 £277,522.80 £409,252.40 £250,989.70 Web Sales from Phone Calls £0.00 £123,000.00 £54,858.00 £45,510.00 £47,121.00 £37,230.00 £64,380.00 £92,000.00 £103,200.00 DCStorm / Response Tap Websales REV £128,880.30 £615,765.50 £258,201.10 £221,282.40 £314,018.40 £266,927.70 £341,902.80 £501,252.40 £354,189.70 Parc Vu Bookings 273 1056 485 512 690 572 692 890 743 DCStorm web sales 257 987 455 473 639 527 634 821 633 Web Sales from Phone Calls 0 246 125 125 117 102 148 184 258 DCStorm / Response Tap Websales Bookings 257 1233 580 598 756 629 782 1005 891 Diff 16 69 30 39 51 45 58 69 110 On the phone for longer than 9 minutes = a likely sale (11 mins in Jan-Feb & 10 mins in March) 57 33 34 50 36 58 71 109 Total Calls 588 396 455 436 383 439 659 891 Calls to Sales Conv. Rate 10% 8% 7% 11% 9% 13% 11% 12% Originally reported calls to sales conv. rate 42% 32% 27% 26% 27% 34% 34% 29%
TIE ALL DATA SOURCES TOGETHER MULTIPLE SOURCES OF INFORMATION WITH CONNECTING ELEMENTS Web analytics information about online sales • Reference ID captured in URL, but part of a longer query string • Extract ID • Report metrics available • Date – Year, Month, Day • Default channel • Source • Campaign • Keyword • Conversions Master data about each customer sale initiated • Date • Product purchased • Value • Ticket reference ID Spend & performance data from advertising platforms • Spend • Impressions • Clicks • CTR • Avg. CPC • sales • Conversion rate
TIE ALL DATA SOURCES TOGETHER MULTIPLE SOURCES OF INFORMATION WITH CONNECTING ELEMENTS
SUMMARY
• It’s ok to build your brand on other places if that’s where your audience is • You have to spend money to be in the game – either through time or media – but most likely both • Make sure you are doing the basics right and making the most of your limited resources – don’t chase the shiny new thing! • Putting together the pieces of the data puzzle will help you get advantage – web, phone, CRM and everything else you can • Value is in the detail of data – getting to grips with it will help you make better use of your budget – and where you get best results from MAKE JUST ONE CHANGE TIME TO TAKE ACTION!
EXPLORE. CAPTIVATE.CREATE. 01202 586 300 HELLO@ADI.DO WWW.ADI.DO WILSON HOUSE | 2 LORNE PARK ROAD| BOURNEMOUTH | BH1 1JN EXPLORE. CAPTIVATE.CREATE. © Adido