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