#digital Conversion Marketing

Square Melon #digital

17/02/2011Bert Van Wassenhove - Chief Digital O!cer Square Melon

@ibert

Result Driven Marking

donderdag 17 februari 2011

http://www.squaremelon.be

http://www.squaremelon.be

http://www.twitter.com/ibert



Think before you marketconvertising in a post digital world



Who are the stakeholders in business?

•Shareholders•Brand/Marketing/Online/... Manager (YOU!)•The Consumer



Shareholders look for:

•Search for % value growth

•Price/Earnings ratio

•Geographic growth



Marketeers look for:

•Market share (ST <> LT)

•Performance <> objectives

•Positive purchase intent

•Return on investment



The consumer point of view



How do we make three stakeholders happy?

• We need a plan ...



Your digital plan ...



Your digital plan ...

Scary isn’t it?



Incrementalism is not the way to go!



Start "om a clean slate, think of the de#nition of marketing

•Marketing (or: go to market) : the process of creating perceived added value around a product, in order to stimulate sales.

•Marketing (of: vermarkten, vermarkting) is het proces van het creëren en leveren van waarde. Traditioneel werd marketing gezien als het geheel van alle activiteiten die erop gericht zijn de ruil van producten of diensten te bevorderen.








Digital marketing is not about creating cool stu$, it’s about making sales go up.



How do we make sales go up?

AMBASSADORCUSTOMER

LOYALCUSTOMER

CUSTOMER

POTENTIALCUSTOMER

CONVER

TISING

REACH ENGAGE

ACTIVA

TENU

RTUR

E



Choosing Channels



Which channels to choose?

The internet is more then just a collection of website. A digital plan must take into account all forms of digital communication.

Company-website





Company-website

e-commerce

site

Campaign sites





Twitter Facebook

ForaBlogs

Location Based

Services

Company-website

e-commerce

site

Campaign sites

Referring sites





Twitter Facebook

ForaBlogs

Location Based

Services

Banners Emailing

Emailing

CPC advertising

Mobile/Apps

Company-website

e-commerce

site

Campaign sites

Referring sites





Twitter Facebook

ForaBlogs

Location Based

Services

Banners Emailing

Emailing

CPC advertising

Mobile/Apps

Company-website

e-commerce

site

Campaign sites

Google Search

Google Maps

YouTube Google Images

Referring sites





Twitter Facebook

ForaBlogs

Location Based

Services

Banners Emailing

Emailing

CPC advertising

Mobile/Apps

Company-website

e-commerce

site

Campaign sites

Google Search

Google Maps


Referring sites

Owned Media





Twitter Facebook

ForaBlogs

Location Based

Services

Banners Emailing

Emailing

CPC advertising

Mobile/Apps

Company-website

e-commerce

site

Campaign sites

Google Search

Google Maps


Referring sites

Owned Media

Paid Media





Twitter Facebook

ForaBlogs

Location Based

Services

Banners Emailing

Emailing

CPC advertising

Mobile/Apps

Company-website

e-commerce

site

Campaign sites

Google Search

Google Maps


Referring sites

Earned Media

Owned Media

Paid Media





Twitter Facebook

ForaBlogs

Location Based

Services

Banners Emailing

Emailing

CPC advertising

Mobile/Apps

Company-website

e-commerce

site

Campaign sites

Google Search

Google Maps


Referring sites

Earned Media

Owned Media

Paid Media





Twitter Facebook

ForaBlogs

Location Based

Services

Banners Emailing

Emailing

CPC advertising

Mobile/Apps

Company-website

e-commerce

site

Campaign sites

Google Search

Google Maps


Referring sites

Earned Media

Owned Media

Paid Media





Twitter Facebook

ForaBlogs

Location Based

Services

Banners Emailing

Emailing

CPC advertising

Mobile/Apps

Company-website

e-commerce

site

Campaign sites

Google Search

Google Maps


Referring sites

Earned Media

Owned Media

Paid Media





Twitter Facebook

ForaBlogs

Location Based

Services

Banners Emailing

Emailing

CPC advertising

Mobile/Apps

Company-website

e-commerce

site

Campaign sites

Google Search

Google Maps


Referring sites

Earned Media

Owned Media

Paid Media



Which channels to choose: Owned media

•A strategic choice:

•Is this the center of your online presence

•Yes, because ...•No, because ...

•YES:•Full control over data

•More opportunities to stand out

•Independence

•No:•Cost

•Standing out requires focus

REACH ENGAGE ACTIVA

TENU

RTUR

E



Which channels to choose: Paid media

•Why pay for media?

•Reach

•Speed

•Impact•Brand association

•Media planning:

•CPC•CPI

•Email marketing

REACH ENGAGE ACTIVA

TENU

RTUR

E



Which channels to choose: Earned media

•The value of earned media

•Reach is more di!cult to attain

•Engagement of the consumer is a lot higher (so impact will be higher)

•Social media e$ect almost guaranteed

Success = (Reach x Impact)social

REACH ENGAGE ACTIVA

TENU

RTUR

E


Square Melon #Digital


Square Melon #Digital



Which channels to choose: Google media

•The power of Google makes it a medium on it’s own

•Search

•Natural search results

•Paid search results (bigger than TV in the UK)

•But also

•Google places (competition for “Gouden Gids”)

•Google images & YouTube (2nd search engine)

REACH ENGAGE ACTIVA

TENU

RTUR

E



Which channels to choose: Google media

•The power of Google makes it a medium on it’s own

•Search

•Natural search results

•Paid search results (bigger than TV in the UK)

•But also

•Google places (competition for “Gouden Gids”)

•Google images & YouTube (2nd search engine)

REACH ENGAGE ACTIVA

TENU

RTUR

E



TIME FOR A BREAK



Setting objectives



Setting Objectives

•Goals are a yardstick, a point to measure against.

•Reach:

•Reach prospects and customers via search engines and brand communications on publisher, social network and partner sites.

•Engagement:

•Engage through relevant quality content, experiences and conversations on your site.

•Activation:

•Convert engagement into business value: generate leads and sales.•Nurturing:

•Build relationships throughout the customer life cycle through direct digital contact (email, blogs, Social media, RSS Feeds, SMS, IM, ...), conversations and experiences (content).



Setting Goals



Setting Goals

•Reach KPI’s:

•# visits

•# visits "om SEO & SEA

•# visits "om a!liate marketing•# visits "om

display ads

•# of quality visits

•Cost per visit



Setting Goals

•Reach KPI’s:

•# visits



display ads


•Cost per visit

•Engagement KPI’s:

•Site bounce rate, duration, pages/visit

•Conversion goals:

•Contact•Call-back

•Chat

•Downloads

•Newsletter•Product/

brand page



Setting Goals

•Reach KPI’s:

•# visits



display ads


•Cost per visit





•Chat

•Downloads


brand page

•Activation KPI’s:

•From site to service, inquiries, sales

•Visit order information

•Visit locations page

•Online sales

•Conversion rate to sales



Setting Goals

•Reach KPI’s:

•# visits



display ads


•Cost per visit





•Chat

•Downloads


brand page





•Online sales


•Nurturing KPI’s:

•Email database coverage

•Email engagement (open/click)

•Repeat visits/logins•Community

engagement(incl. social media)



Evaluating objectives



Evaluating your targets

•In general:

•Work on evolutions rather then benchmarks

•Compare only with similar:•Media

•Target groups

•Websites•Regions

•But also check:

•IAB

•Media partners

•The web•Business partners

h8p://www.coremetrics.com/soluCons/benchmark-‐report-‐black-‐friday-‐cyber-‐monday-‐2010.php


http://www.coremetrics.com/solutions/benchmark-report-black-friday-cyber-monday-2010.php



Where to start?

•Start by asking the following question:Which pages are te most important to reach my objectives?

•Home page

•Landing pages•Product categories / Products

•Branding & information pages

•Subscription con#rmation / Check-out a%er purchase•...

•Take an analytical approach, e.g.•bounce rate x page views

•exit rate x page views•...



Where to start?

source: craig sullivan -‐ independent survey 2009h8p://screenevents.co.uk/IR2010/FILES/pdf/T1/T1_CraigSullivan.pdf

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http://screenevents.co.uk/IR2010/FILES/pdf/T1/T1_CraigSullivan.pdf

http://screenevents.co.uk/IR2010/FILES/pdf/T1/T1_CraigSullivan.pdf


Measure and monitor your &nnel

•Measure each step

•Put your benchmarks in the &nnel

•Keep an eye out for CHANGES

•Relate changes to in'uencing factors (products, promotions, campaigns, pricing, ...) to identi( your own in'uence



Scent trails

•De#ne “scent trails”

•Should be part of your site construction programme

•Tag in your analytics so%ware so you can track easily

•Move fast, learn, change & retest

•Let’s try #nd some scent trails

•www.zorgvoorjezaak.be


http://www.zorgvoorjezaak.be

http://www.zorgvoorjezaak.be


Now you know WHAT, but WHY is that?

•Don’t take your own experience as a starting point. YOU ARE NOT THE CUSTOMER

•Use feedback tools to #nd out the consumer’s motivations•FAQ

•Helpdesk questions

•Surveys•...

•Which questions to ask?•Use the analytical information you gathered.

•e.g. Launch a survey on why people exit "om a certain page.•Ask feedback "om people who took “key steps”

•e.g. People who bought something or subscribed to a newsletter.



In Summary








How do we make sales go up?

AMBASSADORCUSTOMER

LOYALCUSTOMER

CUSTOMER

POTENTIALCUSTOMER

CONVER

TISING

REACH ENGAGE

ACTIVA

TENU

RTUR

E





Twitter Facebook

ForaBlogs

Location Based

Services

Banners Emailing

Emailing

CPC advertising

Mobile/Apps

Company-website

e-commerce

site

Campaign sites

Google Search

Google Maps


Referring sites

Earned Media

Owned Media

Paid Media



Setting Goals



Setting Goals

•Reach KPI’s:

•# visits



display ads


•Cost per visit



Setting Goals

•Reach KPI’s:

•# visits



display ads


•Cost per visit





•Chat

•Downloads


brand page



Setting Goals

•Reach KPI’s:

•# visits



display ads


•Cost per visit





•Chat

•Downloads


brand page





•Online sales




Setting Goals

•Reach KPI’s:

•# visits



display ads


•Cost per visit





•Chat

•Downloads


brand page





•Online sales


•Nurturing KPI’s:

•Email database coverage

•Email engagement (open/click)

•Repeat visits/logins•Community

engagement(incl. social media)



Measure and monitor your &nnel

•Measure each step

•Put your benchmarks in the &nnel

•Keep an eye out for CHANGES

•Relate changes to in'uencing factors (products, promotions, campaigns, pricing, ...) to identi( your own in'uence



Thank you for your attention

Bert Van Wassenhove - Chief Digital O!cer Square Melon- @ibertdonderdag 17 februari 2011




Sources:

•Wim Vanderborght - CEO Square Melon - www.squaremelon.be

•Dave Cha$ey - www.smartinsights.com

•Coremetrics - www.coremetrics.com

•Craig Sullivan - http://screenevents.co.uk/IR2010/FILES/pdf/T1/T1_CraigSullivan.pdf•SEOrchers - www.seorchers.com

•Bert Van Wassenhove - CDO Square Melon - www.squaremelon.be


http://www.smartinsights.com/

http://www.smartinsights.com/

Date post:	08-May-2015
Category:	Business
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