Always On -Marketing - Future Female Seminar

transcript

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Always On Marketing

5.11.2014 / Heikki Kokkonen Future Female Seminar

Feedback, comments, questions on Twitter: @klikkicom

Agenda

Speaker introduction 1

Nordic Morning and KliKKi 2

Industry and Customer Behavior Transformation 3

Always On Marketing 4

Summary 5

1. Speaker introduction

About me WORK EXPERIENCE

EDUCATION ORGANIZATIONS

Happy to connect with you: Email: heikki.kokkonen@klikki.com Twitter: @hkokkonen LinkedIn: fi.linkedin.com/in/heikkikokkonen/

Marketing club board member

Loving All Things Digital, Marketing, Media

2. Nordic Morning & KliKKi

Enjoy the change

Sweden

Norway

Finland

Ukraine

Denmark

Västerås Stockholm Oslo

Piteå

Gothenburg

Copenhagen Malmö

Lahti Helsinki

Kharkov

Bangalore

Nordic Morning is a provider of innovative communications solutions in the Nordic region.

800 communications experts working in 14 companies in Finland, Sweden, Denmark, Norway,

Ukraine and India.

Net revenue of EUR 121.3 million in 2013.

Enjoy the change

Visibility

Service

Content

Visibility Strategic visibility planning, digital media mix, SEO and SEM, analytics, conversion optimization.

Service Strategic advisory, service design, interaction based access solutions, UX, device-independency.

Content Content strategy and strategic content, content driven marketing and communication, learning, information services, own, social and paid channels.

Campaigns Direct marketing, data driven personalization, marketing automation, cross media, print production and print management.

Campaigns

Service

Visibility

Content

Enjoy the change

About KliKKi •  Founded in 2002

•  Digital Consultancy and Market Leader within digital optimization in the Nordic area

•  Revenue of 23,8 million € (2013) and over 70 employees in our offices in Stockholm, Piteå, Helsinki, Copenhagen and Oslo. 15 languages handled in-house

•  Services – Paid Media Optimization (SEM, Programmatic Display, Social, Video), Owned Media Optimization (SEO, CRO) Analytics and Insights

•  Deloitte Technology Fast 500 listed in 2010-2013, with a total growth of 471%

3. Industry and customer behavior

transformation

Online vs traditional media

SOURCE: http://blog.globalwebindex.net/media-consumption-time

Mobile and multiple paths to conversion

SOURCE: http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf

Always On first, Campaigns second

SOURCE: http://www.marketo.com/lead-generation/

Content is hotter than ever

To sum up ▪  In a digital world, what you sell isn’t always the only thing you Market ▪  All marketing initiatives and measurement need to be Always On ▪ Mobile has to be in the core ▪ Relevant content is crucial throughout the customer journey ▪  You must manage, analyze and act on Data ▪  A modern marketing strategy is based on solid Technology Platforms

4. Always On Marketing

Online

Own stores

Resellers

Own webshop

Telesales

outbound Competitor X

Purchase Process and Always On

The challenge…

Buy, buy, buy… But what if you are not ready yet?

See, Think, Do -Framework

See, Think, Do

See All people who could use my products

Think All people who could use my products and think they need some more

Do All people who could use my products and think they need some more now

User experience

strategy

Content, User experience, Media and Measurement strategies are core pillars in a purchase process

Content

Strategy

Measurem

trategy

Content

Strategy

Content strategy, See 1(2)

Content strategy, See 2(2)

Content strategy, Think 1(2)

Content strategy, Think 2(2)

Content strategy, Do 1(2)

Content strategy, Do 2(2)

Case: Recipe website (Organic traffic)

200000

400000

600000

800000

1000000

1200000

1400000

tam hel maa huh tou kes hei elo syy lok mar jou

97% More visits in two years …by focusing on search behavior and content strategy (what content needed to be changed, duplicate content issues, what content needed to be created)

User experience strategy Consideration stage Service design aspects to consider

SEE •  Video channels (YouTube, Vimeo, etc.) •  Social media channels •  Apps

THINK •  Apps •  Landing pages •  Comparison functionality •  Wish-lists •  Reviews •  Recommendations

DO •  Landing pages •  Call-to-actions •  Purchase process

User experience honeycomb

PICTURE: http://semanticstudios.com/user_experience_design/

Media strategy Consideration stage Medias to consider

SEE •  Social •  Video •  Display (prospecting) •  PPC (upper funnel) •  SEO

THINK •  Social •  Video •  Display (remarketing) •  PPC (mid funnel) •  CRO •  SEO

DO •  Display (dynamic remarketing) •  PPC (lower funnel) •  CRO •  SEO

Measurement strategy Consideration stage Measures to consider

SEE •  #interactions •  %new visits

THINK •  Click-thru rate (CTR) •  Per visit goal value •  Assisted conversions

DO •  Visitor loyalty •  Checkout abandonment rate •  Conversion rate •  ROI

Attribution modeling, example 1(2) Number of interactions to conversion

1 2 3 4 5 6 7 8 9

10 11 12 13 14 15 16 17 18 19

f interac9o

ns 9ll Co

nversio

Leads (Standard) (%) Sales (Standard) (%)

Time to conversion 0 -‐ 1 h

6 -‐ 12 h

18 -‐ 24 h

5 -‐ 10 days

15 -‐ 20 days

25 -‐ 30 days

35 -‐ 40 days

50 -‐ 60 days

70 -‐ 80 days

90 -‐ 100 days

110 -‐ 120 days

130 -‐ 140 days

150 -‐ 160 days

Time 9ll Con

version

Leads (Standard) (%) Sales (Standard) (%)

Attribution modeling, example 2(2)

Direct Display Natural Search PPC Social Media RTB Referrer

User experience

strategy

See, Think, Do …and…

Content

Strategy

Measurem

trategy

Nurture All people who have purchased more than twice

Nurture

5. Summary

Summary

Always On before campaigns 1

Understand how your customers behave NOW 2

Do not just focus on Do-stage, remember See & Think 3

Optimize owned & paid media on an on-going basis 4

Attribution modeling! 5