The document provides a roadmap for online marketing success. It discusses how consumer behavior is shifting online and the changing media landscape. The author recommends establishing a foundation with site usability, metrics, search engine marketing, and email marketing. Measuring engagement through actions, intent, and forecasting revenue is also discussed. The presentation emphasizes quantifying results through a methodical and analytical approach combined with creativity and common sense.
2. Question #1
How important is the Web as a
marketing channel for your business?
Not Important
Somewhat Important
Very Important!
3. Question #2
How would you rate your current online
marketing capabilities
What capabilities?
We got some game
WE ROCK!
4. Question #3
What is your #1 online marketing goal?
E-Commerce and/
Brand Building
or Lead Generation
Customer Sales Support
Communications
5. My goals for today…
Provide some useful data points
Prescribe a Roadmap for Success
Explain how to measure ROI
And if that doesnʼt work…
...Iʼll try to impress you with graphics and
animation
6. Consumer Behavior is Changing…
Web accounts for >30% of media time (1)
We’re #2!
Online is becoming the medium of choice
#1 medium among under 30 (2)
15 million seniors online (growing fast)
50% of online time = “communitainment”
Community, Interaction, Entertainment
Enabled in part by Social Media
(1) Credit Suisse, 2006
(2) Forrester 2006
7. Media Landscape is Changing…
In one word… fragmentation
1966: 5 mediums dominated
2006: 30+ mediums
TV no longer offers same reach
1977: 70% reach 3 commercials
2007: 70% reach 184 commercials
>50% of primetime TV is time-shifted
(Most) print news circulation is declining
Radio losing share to Satellite + iPods
Direct Mail is losing effectiveness
8. What This Means to Us (Marketers)
“Prime-Time” has been replaced by “My Time”
Consumers choose when and how they engage
Web impacts all businesses
While only 3% of retail sales are done online…
Web influences 25% of offline sales(1)
70% of searchers purchase offline
p.s. they spend more in-store
Customers have high expectations
They expect to find “it” quickly and
easily…regardless of device
Customers have more options
Competitors are only clicks away
9. What To Do in Troubling Times?
Weak economy shrinking budgets
Increases focus on ROI
Leads, Transactions, Revenue
Follow lead of savvy brands
Shift budgets to digital
Focus on proven methods
Test, Test, Test
10. Start With a Foundation
Optimize Site Usability and Effectiveness
Good User Experience + Effective Branding + CTAs = $$$
Establish metrics and system for measuring results
Focus on metrics that indicate intent to purchase
Search Engine Marketing
Engage customers who are “in the market”
Email marketing
Cultivate long term relationships
Site Usability Metrics Search Email
11. Whatʼs Next?
???
UGC Mobile
Social Media Display Video
Site Usability Metrics Search Email
13. How to Play in Social Media
Participate in online discussions
Start posting on other sites
Be transparent: http://flyertalk.com/forum/showthread.php?t=786742
Get on LinkedIn, Facebook and Twitter
Low-cost way to reach and engage audiences
Make sure you have resources to market it!
Invite a dialogue on your site
Invite users to Rate, Review and Participate in discussion
Market like crazy!
14. What To Measure?
Basic Metrics
Engagement metrics
Impressions
Frequency of visit
Clicks / Visits
Pages viewed per visit
Page views
Time on site
Registrations
Transactions
Web 2.0 Metrics
Posts / Participation
Viewing Videos or Photos
Uploading content
Sharing / Posting
15. Take a Holistic View
Some results are directly traceable… but many are not!
Due to cookie deletion and multiple machines
Case Studies:
• Retailer: display campaign drove 30% increase in traffic
• Bank: Saw 4 “untraceable” actions for every traceable 1 action
Create a baseline
for comparison
Agree upfront how to
attribute credit
16. Communicate in a Way that Works
Communicate Results, not data
Daily and Cumulative
Leads
Executives LOVE Dashboards!
Cost per Lead by
Campaign # Leads by Outlet
Outlet
Summary
17. How Do We Value Engagement?
Determine how Actions Intent
Action
Value
Visits
Indicates awareness
Registrations
Indicates consideration
Store lookups
Indicates preference
Coupon Downloads
Indicates action
Tell A Friend
Indicates loyalty
Forecast how Intent $$$
Some % of those who show Intent will buy
Do the math and apply across each set of actions
Use common sense to normalize results
18. A Quick Example
Investment
$10,000
Impressions ($5 cpm)
2,000,000
Visits (direct and indirect)
10,000
Registration (lead) rate
3%
Lead Close rate
10%
Revenue per customer
$2,500
Expected Results:
Another way to view
• 300 leads
it:
• 30 customers
• Value per visit: $7.50
• $75k in revenue
• $7.50 ROAS*
• Cost per visit: $1.00
19. In Closing…
We all know the value is there…
…we need to focus on what works
…we need to quantify the results
Success requires…
Methodical approach
Analytical rigor
Creativity
Common sense
Today Iʼve showed you one approach
Many others exist – feel free to share!
Letʼs stay in touch!
Check out my blog http://blog.spurinteractive.com
Join me on Facebook and LinkedIn
Email me steve@spurinteractive.com
20. About the Presenter
Steve Latham is the founder and CEO of
Spur Interactive, a strategic interactive marketing
agency. In this role, Steve has planned and managed
successful campaigns for leading brands, including
ConocoPhillips, FedEx Kinko's, Southwest Airlines,
The Scooter Store, and Halliburton.
Steve is an accomplished industry lecturer and an
active member of the business and non-profit
community. Steveʼs articles on interactive strategies
have been published by MediaPost and iMedia
Connection and he has been quoted in PR Week, B to
B Magazine, Fortune and CNN.com.
Steve received an MBA from Harvard Business
School and a BBA from the University of Oklahoma.
You can find Steve on Facebook or email him at
steve@spurinteractive.com .
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