This document appears to be from a presentation about digital marketing. It discusses measuring brand ROI and spend, marketing life cycles that involve attracting visitors and nurturing leads, capturing data from visitors, and customer journeys that show conversion rates from visitors to inquiries to sales. The presentation emphasizes measuring marketing efforts and earning marketing budgets.
15. Marketing Life Cycle
The journey
Attract
Visitors
Create and
drive traffic
to the
website
Keep your
database
warm. Tell
stories,
create a
dream.
Nurture
Database
Convert
Sales
Create a
package.
Offer added
value.
Deliver &
Satisfy
Measure
customer
satisfaction
Once a sale
has been
secured
make
attempts to
upsell
Upsell
Ask for
referrals and
reward
through
competitions
Generate
Referrals
Capture
Data
Capture
visitor
information
in order to
re-engage
them
@wayneruk
16. Customer Journey
Visitors
10000
Brochure
Sent
1st Show
Around
2nd Show
Around
Provisional
Booking
70
Sale
Confirmed
Enquiries
Visitors
10000
Enquiries
500 480
Brochure
Sent
1st Show
Around
200
2nd Show
Around
180 150
Provisional
Booking
140
Sale
Confirmed
500 480
100 90 75
@wayneruk
Confusing?
Part of this formula is missing?
It can be interpreted in different ways?
How much can you safe by measuring?
5% of £1 000 000 is £50 000?
What is the purpose of the campaign?
Are we looking at this short term or long term?
Are we plugging holes?
Often a website is skipping the lead and nurture and going straight to sale!
Seriously, no one will by a wedding online? Putting a book your wedding form on the website is crazy?
Our sale in this instance technically is Capture Data?
We are involved in Attract Visitor to Capture Data.
We are accountable to Convert to sale?
This is how the client will measure success of the work that we do?
We have taken on numerous PPC accounts from other companies where in truth they were doing a great job! But the ROI was poor due to the process after the lead.
We call our selves a Digital Marketing Agency but with the smaller customers who cannot afford a dedicated company to sales manage them we end up taking this on by putting some very basic tracking in place.
UPSELL: ANSOFF!
A very basic view of the wedding hotel process!
Do we generate more visitors?
Can we generate more visitors?
Many of the talks here are about segmentation. But if you can’t get the traffic you often open up the funnel. This is madness.! The quality of traffic reduces.
Obviously Availability will impact these figures as the more leads we generate the less availability we will have further down the process.
What we discovered?
The brochure was not up to scratch, the staff did not know how to answer the phone, The venue was not laid out on show rounds.
Test Campaigns: We offered couples tea and sandwiches after show round.
One of the biggest things we discovered is that by putting in place measurements and sharing these with the team the conversion % increased. Just with the reporting an accountability put in place.
This is an example of how we setup analytics before we did any work to a customer website.
What did we achieve? Saved on spend? Etc…
By showing our clients how much money we can save them?
By making the sales funnel more efficient!
By finding ways of tracking offline activity as well as online!