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Unnecessarily Naked: The Digital Marketer's New Clothes

Modern data provides a multidimensional view of the customer, giving necessary insight into campaign and budget planning. Digital marketers feel like they’re well covered. But there is still a major dimension that is missing from most digital marketer’s view, leaving them naked to a critical data point - those high value, offline conversions. Creating a clear, accurate marketing plan and budget is tricky enough on it’s own, and it becomes especially challenging when you don’t have insight into all of your conversion points and accurate ROI.

Join Invoca CMO Eric Holmen and special guest Paul Wicker with Kenshoo, as they discuss how to get a complete picture of cross channel conversions, to create a complete and accurate marketing budget and plan. You’ll learn:

●How to leverage inbound call intelligence to get an accurate picture of your digital campaigns that convert offline

●How to overcome the challenges that come with connecting the data and budgets spread across multi-location and local campaigns

●How to accurately calculate the true ROI and budget of omni-channel campaigns

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Unnecessarily Naked: The Digital Marketer's New Clothes

  1. 1. Unnecessarily  Naked:   The  Digital  Marketer’s  New  Clothes   Eric  Holmen   CMO,  Invoca   Paul  Wicker     Director  of  Product,  Kenshoo   Part  of:                        Analy;cs  &  Op;miza;on  Summit     Guest  Speakers:  
  2. 2. Meet  the  Panelists   •  20+  years  experience  in  SaaS  Digital   MarkeGng   •  Former  SVP  of  MarkeGng  &  Sales  at   Silverpop,  President  &  CMO  at   SmartReply     •  MulGple  patent  holder  for   markeGng  processes  and   innovaGons         Eric  Holmen   CMO,  Invoca   CONFIDENTIAL 2
  3. 3. Meet  the  Panelists   Paul  Wicker   Director  of  Product,  Kenshoo   CONFIDENTIAL 3 •  Building  scalable  Local  adverGsing   soluGons  since  2006   •  Small  business  advocate  and   cheerleader.  #GoLocal!   •  Prolific  speaker,  blogger  and   conference  junkie  
  4. 4. “90%  of  consumers  begin  a  task  on  one  device  then  complete   it  on  another.”    –Todd  Rowe,  Managing  Director  of  SMB  Global  Sales,   Google  
  5. 5. A  Marketer’s  MulGchannel  Kingdom   CONFIDENTIAL 5 Call  with  basic   informa;on  request   MulGchannel   markeGng  is  all  about   consumer  choice.  
  6. 6. A  Marketer’s  MulGchannel  Kingdom   CONFIDENTIAL 6 Call  with  basic   informa;on  request   MulG-­‐channel  markeGng         Omni-­‐channel  strategy  
  7. 7. Today’s  Dress  Code  for  Marketers   CONFIDENTIAL 7 Call  with  basic   informa;on  request  •  Bid  Management     •  Tag  Management   •  Google  AdWords   •  AnalyGcs   •  MarkeGng  AutomaGon   •  CRM   Track  ONLINE  touch   points  and  conversions    
  8. 8. Shibing  landscape  
  9. 9. |    9  |    9  
  10. 10. |    10  |    10   50%  
  11. 11. Mike  Ghaffary,  Yelp   $2.4  trillion  Offline    >    $815  billion  Online  
  12. 12. Omni  versus  Store  
  13. 13. Challenges   •  How  do  you  give  the  store  credit  for  an  assist?  Pickup?   •  What  if  you  purchase  in  store  but  ship  inventory  from   other  store?   •  How  do  you  connect  and  value  offline  conversion  to   online  acGvity?   •  Are  “Store”  campaigns  the  new  “Brand”  campaigns?   •  How  do  you  set  budgets  and  bids  for  stores  versus   online?  
  14. 14. Marketers  may  feel  very  well  dressed  with  their  SaaS   toolkit,  but  they’re  actually  completely  naked  when  it   comes  to  a  cri;cal  conversion  point…….  
  15. 15. MarkeGng  campaigns  drive  online  conversions   (clicks)  and  offline  conversions  (calls).  
  16. 16. A  CriGcal  Conversion  Point?       CONFIDENTIAL 16 Call  with  basic   informa;on  request   33.6%   41.8%   64.3%   38.4%   38.7%   22.5%   28.0%   19.5%   13.2%   0%   20%   40%   60%   80%   100%   Calls   Online  Form   SEM   Poor/Fair/NA   Good   Excellent   Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels. Q204. Sample Size = 568 Quality  Assessment  of  Lead  Source  
  17. 17. Phone calls close at a rate of 10-15% higher than online leads Google  //  Nielson  //  Microsob  //  Forrester  //  BIA/Kelsey  //  US  Contact  Center  
  18. 18. CONFIDENTIAL 18 Call  with  basic   informa;on  request   Not  Just  High  Quality,  High  Volume   From 2011 to 2013, U.S. businesses have experienced a 57% increase in daily online- derived phone calls
  19. 19. 61% of all mobile searches result in an inbound call to a business Google  in  Ingenuity  Digital  News  
  20. 20. Without  Call  Data  …   CONFIDENTIAL 20 Call  with  basic   informa;on  request   •  Inaccurate  conversion  data  for  high  volume  digital   campaigns  such  as  paid  search  and  display     •  AutomaGng  for  destrucGon  –  automaGc  bidding  on  the   wrong  terms     •  No  insight  on  how  to  get  more  of  your  best  quality  leads   •  Loss  of  markeGng  generated  revenue    
  21. 21. Without  Call  Data  …   CONFIDENTIAL 21 Call  with  basic   informa;on  request   ???  
  22. 22. Without  Call  Data  …   CONFIDENTIAL 22 Call  with  basic   informa;on  request  
  23. 23. The  SoluGon   You  need  an  integrated  call  markeGng  soluGon.     Campaign  ID   Referring  URL   Keyword  
  24. 24. An  Integrated  MarkeGng  SoluGon   Campaign  ID   Referring  URL   Keyword  
  25. 25. MarkeGng  program  gets  credited  for  the   call.  ResulGng  revenue  from  inbound  call   is  tracked.     $
  26. 26. Case  Study:    Major  Auto  Brand   Time  Period:    30  day  (pre/post)   Goals:       –  Drive  qualified  phone  leads  to  dealerships   –  OpGmize  keywords  that  drive  calls     Results:       –  Lead  Volume:    increased  13%  -­‐  75%   –  Conversion  Rate:    increased  28%   –  Cost  Per  Lead  (CPL):    decreased  27%   Case  Study:  Kenshoo  Call  Conversion  OpGmizaGon   27
  27. 27. But  we’re  over  simplifying…   black pumps Natalie  Jones   So  cute!  Definitely  buying  these.     I  can’t  wait  to  wear  them.   Shop  at  Shoes.com  and   get  the  best  deals  on   the  houest  shoes.   Looking  for  the  perfect  handbag  to   match?   Find  the  houest  combos   on  Shoes.com   $  $  $   shoes.com
  28. 28. How  it  Works   black pumps Natalie  Jones   So  cute!  Definitely  buying  these.     I  can’t  wait  to  wear  them.   Shop  at  Shoes.com  and   get  the  best  deals  on   the  houest  shoes.   17%   30%   43%   10%   shoes.com $  $  $  
  29. 29. How  it  Works   black pumps Natalie  Jones   So  cute!  Definitely  buying  these.     I  can’t  wait  to  wear  them.   Shop  at  Shoes.com  and   get  the  best  deals  on   the  houest  shoes.   shoes.com Looking  for  the  perfect  handbag  to   match?   Find  the  houest   combos  on  Shoes.com   $  $  $   4%   8%   18%   5%   65%   $  $  $  
  30. 30. Whitefence:  28%  Increase  in  Revenue  by  Bidding  to  True  Keyword  Value     •  ROI  lib  of  17%   •  Spend  increased  9%   •  Fully  automated  opGmizaGon  
  31. 31. Best  PracGces   With  Kenshoo  and  Invoca,  you  can  opGmize   your  budget  and  strategy  planning.       List  of  best  pracGces:    
  32. 32. Best  PracGces   •  What  %  of  my  campaigns  are  driving  calls,   and  how  many?   •  What  higher  conversion  rates  should  expect?   •  How  does  this  affect  my  lead  volume   forecasts?      
  33. 33. Call  with  basic   informa;on  request   QuesGons?   Paul  Wicker     Director  of  Product  ,  Kenshoo   Paul.wicker@kenshoo.com   415-­‐230-­‐2500   Eric  Holmen   CMO,  Invoca   marke;ng@invoca.com   877-­‐708-­‐7111    
  34. 34. Call  with  basic   informa;on  request   Get  a  demo:   hup://go.invoca.com/demo   markeGng@invoca.com   877-­‐708-­‐7111  

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  • Invoca

    Apr. 17, 2014

Modern data provides a multidimensional view of the customer, giving necessary insight into campaign and budget planning. Digital marketers feel like they’re well covered. But there is still a major dimension that is missing from most digital marketer’s view, leaving them naked to a critical data point - those high value, offline conversions. Creating a clear, accurate marketing plan and budget is tricky enough on it’s own, and it becomes especially challenging when you don’t have insight into all of your conversion points and accurate ROI. Join Invoca CMO Eric Holmen and special guest Paul Wicker with Kenshoo, as they discuss how to get a complete picture of cross channel conversions, to create a complete and accurate marketing budget and plan. You’ll learn: ●How to leverage inbound call intelligence to get an accurate picture of your digital campaigns that convert offline ●How to overcome the challenges that come with connecting the data and budgets spread across multi-location and local campaigns ●How to accurately calculate the true ROI and budget of omni-channel campaigns

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