2015 MnSearch Summit - Loren McDonald - Strategies for Addressing Technical Issues Impacting Your Organic Visibility
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At the 2015 MnSearch Summit, Loren McDonald delivered a great presentation titled "Strategies for Addressing Technical Issues Impacting Your Organic Visibility".
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2015 MnSearch Summit - Loren McDonald - Strategies for Addressing Technical Issues Impacting Your Organic Visibility
- 1. Email MarketingTrends,Tactics and Opportunities for Search Marketers Loren McDonald Marketing Evangelist @LorenMcDonald lmcdonal@us.ibm.com
- 2. Email marketing at a search conference?
- 3. Yes Vince, there is life beyond Google …
- 5. 5 Agenda Trends / Concepts Search & Social Ideas Q & A Discussion
- 8. 8
- 9. 9
- 10. 10 Email conversion rates are 3 times higher than social media, with a 17% higher value in the conversion. (Source: McKinsey & Company)
- 12. Smartphones are starting to close the “browse-to-buy” gap
- 13. 2.3 times higher than tablet rate 68% of tablet rate vs 43% in 2013 Smartphones closing the gap- 2014 33% of tablet rate vs 28% in 2013
- 14. Phablets likely contribute to smartphone increases Source: Xperia-z.net
- 15. Source: Litmus, Jan 2015 53% of emails now opened on mobile devices
- 17. Responsive Design = An opportunity to completely rethink your email templates.
- 19. To know a person … watch what they do, not what they say. DannySantagato
- 20. Off-line Behavior Custom Behavior Email Behavior Web Behavior Video Behavior Behaviors signal your customer is moving forward
- 22. Vital: Making key customer data actionable Customer Interactions MobileEvents Facebook Twitter Devices+ CommunitiesLocation Retail Blogs SMS SMS Call Center Push Wearables Email Tal:
- 24. Broadcast email works well …
- 25. Every time an email goes ka-ching an retail marketer gets her wings! Every time an email dings, an email marketer gets her wings!
- 26. But a batch and blast approach is a “hope” strategy.
- 28. Do I feel lucky? Well do ya, marketers?
- 29. Traditional Marketing Behavioral Marketing It’s all about “the plan”: Filling up the Calendar It’s all about the customer: Acting like a great Concierge 4 per week 50 per day
- 30. "To me, photography is the simultaneous recognition, in a fraction of a second, of the significance of an event as well as of a precise organization of forms which give that event its proper expression.” Henri Cartier-Bresson TheDecisive Moment
- 31. WHIRLPOOL CORPORATION ▪ CONFIDENTIAL Automation gives you scale
- 32. 88% 12% Volume Broadcast Automated 70% 30% Revenue Broadcast Automated Low volume, high ROI Automated Emails 4 years ago = 2% volume / 1% revenue Today Volume = 6X; Revenue = 30X
- 33. Agenda Trends / Concepts Search & Social Ideas Q & A Discussion @LorenMcDonald
- 34. Email Behaviors Opens, Clicks, Sent or not sent, in any given time window. Web Analytics Integration WA data feed – search, shopping cart, page level Relational Data Ecommerce, In Store Social Feed Mention, Follow, RT in given time window Silverpop Native Web Feed Site visits, page visits, Custom web behaviors
- 35. Dynamic email campaigns based on keywords Dynamic Offer Campaign 1 Campaign 2 Offer A Offer B Dynamic Source Email Twitter Website Google Web Tracking captures the source Forms manage the offer/campaign
- 36. 9 product segments Emails triggered 24 hours later Site search + no purchase triggers
- 37. Sample archery search email - 2.75 - 4% conv. rate - 53% open rate - 18% CTR - 7.5 orders / 1,000 emails delivered
- 39. Use keyword search results to drive email content Use keyword search results to drive email content Use keyword search results to drive email content
- 41. Paste it in Facebook – Canvas App
- 43. Twitter PromotedTweets + Lead Generation Cards Keyword targeting, such as: - Arby’s - Coupons - Roast beef - sandwich Source: Twitter
- 46. • Holiday card • Facebook album: 150+ photos added
- 47. #DMU15
- 49. What opportunites exist for you to integrate email and search / social?
- 50. 55% Thank You / Q & A Loren McDonald Silverpop, an IBM Company lmcdonal@us.ibm.com @LorenMcDonald
Hinweis der Redaktion
- Entire marketing department needs to align around the customer – can’t operate in silos
- Entire marketing department needs to align around the customer – can’t operate in silos
- Entire marketing department needs to align around the customer – can’t operate in silos
- But there’s a major source of insight that’s much more powerful than profile and preference data: Behavioural data: what a consumer does when they interact with you. Essentially, your customers are telling you all about themselves and their needs and interests every time they interact with you. And it turns out the insight you can derive from this data is the BEST guide to personalization of your customer experience. Best here has one definition: the customer experience that gets the best response, the most clicks, the highest revenue.
- Choice for marketers. All these systems have databases – Silverpop can work with best of breed and custom systems – to stich identity across, connect behaviors, make each system more aware of each other. Dis on the suites
- Entire marketing department needs to align around the customer – can’t operate in silos
- You hope they buy and hope they don’t unsubscribe
- But there’s a major source of insight that’s much more powerful than profile and preference data: Behavioural data: what a consumer does when they interact with you. Essentially, your customers are telling you all about themselves and their needs and interests every time they interact with you. And it turns out the insight you can derive from this data is the BEST guide to personalization of your customer experience. Best here has one definition: the customer experience that gets the best response, the most clicks, the highest revenue.
- Automation is what make 1 to 1 marketing work. It is what allows you to scale a program in a way that you can’t do manually.
- Data is really just consumer insights and the value of consumer insights is the ability to market to them in CONTEXT of their interaction with you. I’m sure many of you have engaged with a brand yourselves and the marketing receive post that engagement is the wrong gender, location, age group, product….etc. How do you fix that? You fix it with RULES In this view of our rule builder, you can see that the granularity of the data you collect and leverage is up to you. Email behavior Data through Web analytics Data from external systems both offline and online Social data And of course our native Website behavioral tracking
- We also track and score behaviors – things like white paper downloads… online demos. Scoring model is an evolving thing.. Even since I put this slide together we have made a tweak to our scoring model for the way we score booth visits…. They are now all scored as a high value event in an effort to route more of these contacts to our direct sales organization. Level of Participation in Live/Online Event Website interaction/downloads Viewed Demo
- Canvas Apps Use iFrames or FBML Easily embed in multiple pages Supports powerful integration with Facebook
- @Arbys used interest and keyword targeting in search and timeline to extend the reach of its Promoted Tweets. The brand targeted terms like “Arbys” and “I want Arbys” to get Promoted Tweets in front of users talking about the restaurant itself. To reach people looking for coupons and deals, @Arbys targeted words and phrases like “#free,” “coupons” and “special offers.” Keywords like “roast beef” and “sandwich” were used to serve Promoted Tweets to people talking about Arby’s food. Results are over a 6 week time frame. GOAL: 3 keys to success Create a strong call to action. Make sure your users understand your call to action and/or incentives offered via Promoted Tweet. @Arbys provided clear direction asking users to sign up for the email list in exchange for coupons and deals. Diversify your keywords. Target a variety of keywords or phrases to reach a wider audience.@Arbys used keyword targeting to reach people talking about its brand and food as well as people looking for deals and coupons. Offer incentives Drive engagement with special coupons or incentives in exchange for having users complete an action. Immediately after signing up for the @Arbys newsletter, people received a coupon for a free roast beef sandwich with purchase of a drink. https://biz.twitter.com/success-stories/arbys-restaurant-group-inc
- Custom Audience A Custom Audience is an ad targeting option that lets advertisers find their existing audiences among people who are on Facebook. We have found that there is roughly ~20% of a match when we have done this. I think a lot of that has to do with the email address people use for facebook might not be what they use for other things. ( I know until very recently, my facebook account was tied to my college email address, since FB started out for only people with .edu email addresses). For one campaign where we used the look alike audience, we saw a click through rate 24% higher than our average CTR.