Seven Sins Of Digital Marketers

Seven Deadly Sins
Of Digital Marketer

Property Of Frontiers Digital. All Right Reserved 2011

I want to sell
everything in one
copy


What fails your search
advertising?


PPC Text Ads
Specification
15 Chinese characters in
1 the title
38 Chinese characters in
2 the rest of the ad texts
35 single-byte characters
3 URL

Q
CPC CTR Score

Ad1 $1 0.02% 0.02
3
Ad2 $0.8 0.05% 0.04
2
Ad3 $0.5 0.1% 0.05
1

Q
CPC CTR Score

Ad1 $1 0.02% 0.0002
3
Ad2 $0.8 0.05% 0.0004
2
Ad3 $0.5 0.1% 0.0005
1

I never understand
my web analytics


Web Analytics
Do you want the number?
Or do you want the
answer?


Dimensions
and
Segments

A dimension is a fact of a page
in your website.
Views

Action

Visitor Type

Country


A dimension is an attribute of
the visitor(s) to your website.
Keywords

Pages Visited

No. Of Visits

Country


A segment contains a group of
rows from one or more
dimensions.
Dimension Condition
Shanghai Region matches exactly Shanghai
Time >30 Time spent on site greater than 30
sec.
Bounced visits Bounces rate is less than 50%
Page Depth >3 Page depth is greater than 3
t.sina.com.cn Source contains t.sina.com.cn


Global Analytics Benchmark
Metrics
Conversion Rate: First Time Visitors 2.7%
Conversion Rate: Repeat Visitors 1.8%
Conversion Rate: Keywords 2.5%
Conversion Rate: Emails 3.2%
Conversion Rate: Affiliates 8.4%
Average Session Length (pages) 9.9
Average Session Duration (min) 4.6
Average Page Display Time (sec) 3.9
Average Page Read Time (sec) 21.5
Cart Abandonment Rate 72.4%

I want to collect
everything in one
shoot


Best
Practice
1 Keep it simple

2 User interface counts

Provide choices ✔

Social Login


Other
Considerations
Layout test, try flipping the entire
1 page.

Copy test, try bolding and
2 italicizing keywords and headings.

Color and font, you’d be surprised
3 what a font can do to incite mood

4 Incentive, Privilege, Limited Offer

I hate people give me
negative comment


Social Media change
journalism.
Communications become
faster and more visible.


SM Analytics
Sentiment
Analysis

Listening


The point of
Twitter is not to
get people to
click. The point is
to get people to

Sentiment is a
complex issue,
even for human
to understand
and interpret it.

Positive Neutral Negativ
e


Weibo Life Cycle
1 Infant Fans/Post = 0

2 Cultivate Fans/Post < 1

3 Active Fans/Post > 1


Weibo Life Cycle


I want my website
outranks my
competitors’
websites


What is
SEO?

PageRank


PR5?


Search marketing is
not about how many
people are searching;
it is about how much
information that
people can find with

The value of the
information on
the web
basically
comprises 2

Relevancy
and
Popularity

Jessica Simpson


Why should I care about
SEO?


1 Search as a starting point
2 SEO gives you pull traffic
3 Organic search is a
bargain


Search Engines have the highest
influence on online shopping

Goldman Sachs, March
2011


Should I use Google or
Baidu?


1 Baidu is not for export
B2B.
Taobao.com accounted for
2 80% of China’s e-
commerce market in 2010.
Taobao has better
3 accuracy for indicating
consumer trends.

I am the best


What is
usability?


It is the answer
for user patience.


Google; 0.5 second

1 slower resulted in a 20%
loss in advertisement
revenue
Yahoo; 0.4 second

2 slower resulted in a 5-9%
user loss before
complete page loaded

Amazon; 0.1 second
3 slower resulted in a 1%
customer loss


Less thinking, Less
frustration


More about them, Less about
us


Inter-portability is the
future


What is search
usability?


Optimizing the home page
for “home page” ?
“Home Page – Welcome”


I want more


I guess we have
enough for today


Let’s do the lucky
draw!


Seven Sins Of Digital Marketers

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