2008 SES Toronto Keynote- Marketing Optimization

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Information about 2008 SES Toronto Keynote- Marketing Optimization

Published on June 24, 2008

Author: FutureNow

Source: slideshare.net

Description

This presentation was delivered as the keynote address at the 2008 SES Toronto event on June 18th, 2008. In it Bryan Eisenberg explores the buying habits of modern consumers and how marketers can plan and test their marketing to see better results.

Marketing Optimization - Not Just About Traffic, Where We Are Going Today © 1998 - 2008 FutureNow, Inc.

Statements about the Company’s future expectations, including future revenues and earnings, and all other statements in this presentation other than historical facts, are “forward-looking statements” within the meaning of section 27A of the Securities Act of 1933, Section 21E of the Securities Exchange Act of 1934, and as the term is defined in the Private Litigation Reform Act of 1995. The Company’s actual results could differ materially from expected results. The Company undertakes no obligation to update forward-looking statements to reflect subsequently occurring events or circumstances. Should events occur which materially affect any comments made within this presentation, the Company will appropriately inform the public. © 1998 - 2008 FutureNow, Inc.

The Roadmap • Where we are today • An Evolution • Signs Something Might be Wrong • Results • Tools, People, Process • Signs of Success • A Systematic Approach to Get More © 1998 - 2008 FutureNow, Inc.

• Keywords • Links • Algorithms • Social Media • Site Architecture • Ads • Web Analytics • Web 2.0 • User SEARCH behavior © 1998 - 2008 FutureNow, Inc.

© 1998 - 2008 FutureNow, Inc.

Search Engine Strategies Click Pay Per Conversation Searcher Experience Optimization Search Engine Optimization © 1998 - 2008 FutureNow, Inc.

Traffic Generation Vs. Acquisition © 1998 - 2008 FutureNow, Inc.

Avinash’s Wisdom & Tools Today Analytics(G/M/Y) Analytics/Others GWO + 4Q Compete + Fireclick Free You! (Expensive!) © 1998 - 2008 FutureNow, Inc.

Evolution of Sales & Marketing © 1998 - 2008 FutureNow, Inc.

Marketing (r)Evolution © 1998 - 2008 FutureNow, Inc.

Engaging the Consumer in a Multi-Channel World What other activities, if any, do you regularly do while watching TV? 77.00% 69.00% Total 18-34 60.00% 59.00% 52.00% 51.00% 43.00% 43.00% 40.00% 40.00% 36.00% 36.00% 37.00% 35.00% 1 2 3 4 5 6 7 House Eat Web Surfing Phone Read Sleep Cook cleaning Yahoo! Global Market Research Study, 2006. © 1998 - 2008 FutureNow, Inc.

Sleep or Click? © 1998 - 2008 FutureNow, Inc.

The Secret to Converting Visitors Conversion is a reflection of your effectiveness and your customers' satisfaction. For you to achieve your goals, your visitors must achieve their goals first. Visitors are only concerned with how they want to buy and to what is relevant to them. © 1998 - 2008 FutureNow, Inc.

Jakob Nielsen on How User’s Navigate quot;users look straight at the content and ignore the navigation areas...quot; quot;…users are extremely goal-driven and look only for the one thing they have in mind…quot; quot;…if a page does not appear relevant to the user's current goals, then the user will ruthlessly click the Back button…quot; (from the article “Is navigation useful?”) © 1998 - 2008 FutureNow, Inc.

Google Explains Relevance quot;We provide strong SCENT so users don't lose time,quot; he said. quot;We take the text from the page that is relevant to the query, and include it in the summary… Advertisers are coming to the realization that ads must have a scent that the user will likely find useful.quot; - Krishna Bharat, senior research scientist at Google © 1998 - 2008 FutureNow, Inc.

© 1998 - 2008 FutureNow, Inc.

Move-Forward-Until-Found Rule Jared Spool: quot;...a web page can do only one of two things: either it contains the content the user wants or it contains the links to get them to the content they want. If a page doesn't follow this rule, then the users stop clicking...quot; (from the article, The Right Trigger Words) © 1998 - 2008 FutureNow, Inc.

No Scent? Persuasive Momentum is Lost Studying drop-off data indicates that would be customers visiting your site lose the relevant “scent” of what put them on the trail to your site; without that scent they are unmotivated to go on. Further evidence was provided on March 8, 2004 - a Onestat.com reported that: 1 page view 9.52% 1 - 2 page views 54.60% 2 - 3 page views 16.56% Based on a sample of 2 million visitors © 1998 - 2008 FutureNow, Inc.

Reconsidering Conversion Conversion X Point Entry X Point © 1998 - 2008 FutureNow, Inc.

© 1998 - 2008 FutureNow, Inc.

© 1998 - 2008 FutureNow, Inc.

© 1998 - 2008 FutureNow, Inc.

© 1998 - 2008 FutureNow, Inc.

© 1998 - 2008 FutureNow, Inc.

© 1998 - 2008 FutureNow, Inc.

© 1998 - 2008 FutureNow, Inc.

© 1998 - 2008 FutureNow, Inc.

2007 Allurent Research Found... 67% of consumers who visited an online store intending to make a purchase left because the retailer did not provide enough product information. © 1998 - 2008 FutureNow, Inc.

Great Experiences Aren’t Accidents “… a computer can tell you down to the last dime what you've sold. But it can never tell you how much you could have sold.” - Sam Walton, founder of Wal-Mart, in “Made In America” © 1998 - 2008 FutureNow, Inc.

Conversion is a Process Not an Event Conversion X Point Entry X Point © 1998 - 2008 FutureNow, Inc.

© 1998 - 2008 FutureNow, Inc.

Optimization Over the Years © 1998 - 2008 FutureNow, Inc.

Aligning Customers & Business Objectives © 1998 - 2008 FutureNow, Inc.

Relevance is Relative to Buying Mode! • Dates back to 470s BCE • Melancholic, Sanguine, Choleric, and Phlegmatic Logic Emotion Fast Competitive Spontaneous Slow Methodical Humanistic © 1998 - 2008 FutureNow, Inc.

© 1998 - 2008 FutureNow, Inc.

© 1998 - 2008 FutureNow, Inc.

© 1998 - 2008 FutureNow, Inc.

9 © 1998 - 2008 FutureNow, Inc.

10 © 1998 - 2008 FutureNow, Inc.

How We Buy Pace: Quick Competitive Spontaneous vs. Methodical Humanistic Deliberate Bias: Logical vs. Emotional © 1998 - 2008 FutureNow, Inc.

Eyetracking 4 Perspectives: Jakob Nielsen http://www.grokdotcom.com/2007/09/05/eyetracking- heatmaps-gaze-plots-oh-my/ © 1998 - 2008 FutureNow, Inc.

Opportunity Cost © 1998 - 2008 FutureNow, Inc.

Persuasion Architecture Process 1. Who are we trying to persuade? 2. What action do we want them to take? 3. What action do they want to take? (hint: not always identical to #2) © 1998 - 2008 FutureNow, Inc.

How to Set Up Persuasion Architecture Spontaneous seek top sellers & new releases Humanistics care about reviews Methodicals find by genre Competitives search by actor, title, etc. © 1998 - 2008 FutureNow, Inc.

$25M or $68K Daily Opportunity Gain 33% reduction in abandonment “I asked FutureNow to do a study of our web site...found something we had to fix immediately...We fixed it that night, and saw an immediate 5% lift in our sales.” - Patrick Byrne, CEO of Overstock.com © 1998 - 2008 FutureNow, Inc.

“We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein © 1998 - 2008 FutureNow, Inc.

Your Optimization Roadmap... • Get good at free then pay • Operationalize a system for content planning & optimization • Stop, take more time planning for people flow • Take less time idling on execution • Invest in continuous optimization • Have better conversations - make MORE! © 1998 - 2008 FutureNow, Inc.

Coming August 18th From the author of the New York Times bestseller Call to Action Bryan Eisenberg & John Quarto-vonTivadar with Lisa T. Davis a/b From the author of the New York Times bestseller Call to Action Bryan Eisenberg & John Quarto-vonTivadar with Lisa T. Davis Foreword by Brett Crosby, Senior Manager, Google Analytics Foreword by Brett Crosby, Senior Manager, Google Analytics always be testing The Complete Guide to Google™ Website Optimizer a/b a/b always be testing always be testing The Complete Guide to The Complete Guide to Quarto-vonTivadar Google Website Optimizer Eisenberg ™ Google Website Optimizer ™ www.sybex.com www.sybex.com/go/alwaysbetesting Testingtoolbox.com $29.99 US $32.99 CAN SERIOUS SKILLS. F R E E $ 2 5 O F F A DWO R D S C O U P O N I N S I D E ! Computers/ Internet / General © 1998 - 2008 FutureNow, Inc.

Bryan Eisenberg Future Now, Inc. 1-877-643-7244 bryane@futurenowinc.com Homepage: www.FutureNowInc.com Newsletter: www.GrokDotCom.com ClickZ.com Column: ROI Marketing © 1998 - 2008 FutureNow, Inc.

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