IIF2017 - Morten Blumensaadt - 360 degrees of digital marketing
A narrow narrow focus brings narrow results. And to ensure that we cover 360 degrees of marketing we need to have a practical digital marketing framework that enables us to get a full overview, keep focus, prioritize activities and execute for success. That is what Morten Blumensaadt from FFW Agency in Denmark will give you in this session. Often businesses see a 1-2 percent conversion rate on their digital solutions. That means that more than 98 % of the users either didn’t convert because of content or usability issues, or because they were not visiting the website with the intention to convert. The key to success is to understand why the visitors are using our solution, and to assist them in every step of the way from initial meet & greet and all the way to becoming a long-term loyal customer. Every step of the user journey needs attention – and every missed step directly translates into missed opportunities. The session focusses on three main areas: • A framework for structuring the activities around the customer journey • Tools to identify and understand user intentions and opportunities • A prioritization framework that identifies the short, medium and long-term opportunities, and enables us to initiate the most valuable activities first! It is 10 % tools and 90 % skills and mindset. Morten promises to cover both!
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IIF2017 - Morten Blumensaadt - 360 degrees of digital marketing
- 2. Morten Blumensaadt Head of Strategy & Analytics FFW Agency Denmark +45 22 71 89 69 morten.blumensaadt@ffwagency.com linkedin.com/in/Blumensaadt twitter.com/Blumensaadt
- 3. USA Brazil UK Denmark Sweden AustriaGermany Bulgaria Ukraine Moldova Vietnam
- 7. The next 28 minutes
- 8. Today: • A framework to ensure 360 degrees of digital marketing • Prioritizing framework – do first things first!
- 9. 360 ○
- 10. Why is that important?
- 13. That’s why!
- 14. Buying
- 15. Considering
- 21. Not every user is visiting with the intent to buy
- 22. AUDIENCE SHARING INTEREST TOTAL POTENTIAL ADDRESSABLE AUDIENCE
- 23. AUDIENCE SHARING INTEREST TOTAL POTENTIAL ADDRESSABLE AUDIENCE AUDIENCE CONSIDERING OUR PRODUCT
- 24. AUDIENCE SHARING INTEREST TOTAL POTENTIAL ADDRESSABLE AUDIENCE AUDIENCE CONSIDERING OUR PRODUCT AUDIENCE READY TO BUY
- 25. AUDIENCE SHARING INTEREST TOTAL POTENTIAL ADDRESSABLE AUDIENCE AUDIENCE CONSIDERING OUR PRODUCT AUDIENCE READY TO BUY AUDIENCE OF INVOLVED CUSTOMERS
- 26. An example
- 28. BUY BUY BUY BUY
- 29. BUY BUY BUY BUY
- 30. BUY BUY BUY BUY BUY BUY BUY BUY
- 34. CONSIDER BUY CONSIDER BUY INTEREST INTEREST INTEREST INTEREST CONSIDER INTEREST
- 35. CONSIDER BUY CONSIDER BUY INTEREST INTEREST INTEREST INTEREST CONSIDER INTEREST
- 36. CONSIDER BUY CONSIDER BUY INTEREST INTEREST INTEREST INTEREST CONSIDER INTEREST BUY INVOLVING INVOLVING
- 37. Your website?
- 38. .. And other channels?
- 39. Interest Considering Buying Involving … Website App Facebook Instagram YouTube Snapchat Twitter Campaign site Organic Search Paid Search ads Display ads Social ads … Email … • Revenue • Conversions • Conversion rate Referrals AssetfocusMarketingfocusKPI’s
- 40. Interest Considering Buying Involving … Website App Facebook Instagram YouTube Snapchat Twitter Campaign site Organic Search Paid Search ads Display ads Social ads … Email … • Amplifications • Applauses • Indexed increase in brand awareness • % new visits • Task completion rate • % assisted conversions • Revenue • Conversions • Conversion rate • User registrations • Amplifications • Likelihood to recommend • … • … Referrals AssetfocusMarketingfocusKPI’s
- 41. Prioritizing
- 42. ACQUISITION CONVERSION EXPANSION RETENTION SIMPLE SITE BASIC SEO “WHAT”-DATA MACRO OUTCOMES CROSS DEVICES CROSS CHANNELS LINKED TO BUSINESS OBJECTIVES CRO A/B TESTS MV TESTS “WHY”-DATA RELATIONS EMAIL LISTS SOCIAL FOLLOWERS MICRO OUTCOMES SEGMENTATION PERSONALISATION SITE GOOD -> GREAT SOCIAL MEDIA PRESENCE ADV. ANALYTICS CRM PERSONAL DATA ORGANISATION OMNI CHANNEL DISPLAY ADS ADV. SEO CONTENT MARKETING OFFLINE CHANNELS COMMUNICATING IN USERS PREFERRED CHANNELS AUTOMATION CLV-DATA LOYALTY 1:1 PREDICTIVE ANALYTICS ADVOCACY PROGRAM Digital Evolution Where are we today? Where are we going?
- 43. Activity Total Cost Impact score Promote newsletter 15 60 Idea for an easy win 5 80 Optimize conversion rate 60 70 Huge but valuable project 70 90 Completely crazy idea 70 20 "Fill in" idea to implement some day 10 25
- 44. Promote newsletter Idea for an easy win Optimize conversion rate Huge but valuable project Completely crazy idea "Fill in" idea to implement some day 0 50 100 0,00 50,00 100,00 BusinessImpact Cost High Impact High Cost Sweet spot Activity Total Cost Impact score Promote newsletter 15 60 Idea for an easy win 5 80 Optimize conversion rate 60 70 Huge but valuable project 70 90 Completely crazy idea 70 20 "Fill in" idea to implement some day 10 25
- 46. Morten Blumensaadt Head of Strategy & Analytics FFW Agency Denmark +45 22 71 89 69 morten.blumensaadt@ffwagency.com linkedin.com/in/Blumensaadt twitter.com/Blumensaadt Thank you!