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Show me the Money: Digital Conversion webinar
1. FLUID WEBINAR SERIES EVENT
Show Me The Money
Know where your digital revenue comes from and get more of
it
Phil Case
Managing Director
Partner Fluid Advertising
@GetFluid
Dustin Cederholm
Digital Conversion Manager
Fluid Advertising
#FluidWebSeries
2. Multi-channel marketing is hard.
Tracking it is even harder.
Today you’ll learn to make it easier.
And make more money doing it.
Fluid. A Passion for Growth
3. Marketers Are Overwhelmed
Marketers are increasingly overwhelmed:
76% of marketers think marketing has changed
more in the past two years than the past 50.
Marketers are under increasing pressure to deliver ROI:
65% of marketing professionals feel more pressured to show
return on investment on marketing spend.
“Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September2013.
Marketing is often the 1st budget to be cut
4. Marketers Are Overwhelmed
Marketers are increasingly overwhelmed:
76% of marketers think marketing has changed
more in the past two years than the past 50.
Marketers are under increasing pressure to deliver ROI:
65% of marketing professionals feel more pressured to show
return on investment on marketing spend.
“Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Inc., September2013.
Marketing is often the 1st budget to be cut
But most marketers aren’t even focused on ROI:
57% of marketers are NOT basing their marketing budget on any
kind of ROI analysis
10. Learning
Monthly Webinars
Blogs
The New “Online Universities”
• Google analytics
• Google adwords
• Email providers
• Etc
How to learning
• lynda.com
• treehouse.com
11. Training
Monthly Webinars
Blogs
The New “Online Universities”
• Google analytics
• Google adwords
• Email providers
• Etc
How to learning
• lynda.com
• treehouse.com
24. Email Campaigns
Most important elements
• From
• To
• Subject
• Call to action
*How to track? Email service providers (ESP)
A/B test
Text vs. HTML
Responsive vs. Set width
Newsletter + List rent
25. Fluid. A Passion for Growth
of email recipients open email based on the
subject line alone
26. Retargeting
26%The percentage of users who return and
complete the check-out process
increases to
http://www.chango.com/resources/whitepapers/SOTI-Retargeting-Q2-2014/
70%
Website visitors who are retargeted
with display ads are more likely to
convert on your website.
27. Site retargeting is to encourage known customers to come
back to your site.
Search retargeting is to find new customers by retargeting
users based on search behaviors.
Fluid. A Passion for Growth
http://www.chango.com/about/culture/blog/search-retargeting-vs-site-retargeting/
28. Fluid. A Passion for Growth
http://www.chango.com/about/culture/blog/search-retargeting-vs-site-retargeting/
Email retargeting allows you to take know email addresses
and serve display ads to those users while they navigate the
web.
Social retargeting allows you to reach users that have visited
your site and reengage them on social platforms such as
Facebook.
29. Landing Pages
26%The percentage of users who return and
complete the check-out process
increases to
http://www.chango.com/resources/whitepapers/SOTI-Retargeting-Q2-2014/
70%
Website visitors who are retargeted
with display ads are more likely to
convert on your website.
30. Content Marketing
3xContent marketing generates 3 times as
many leads as traditional outbound
marketing,
62%
but costs 62% less.
http://www.demandmetric.com/content/content-marketing-infographic
44. Better tools are key to improved productivity, and
productivity is what creates value. All major transitions in
human history have been related to new tools.
Creating. Adapting. Always.
Find a story to tell about tools
Fluid. A Passion for Growth
45. Survey #4 - Select 1 tracking tactic
you would like to learn more about.
Fluid. A Passion for Growth
?
46. Survey #4 - Select 1 tracking tactic you would like to learn
more about.
47. FLUID WEBINAR SERIES EVENT
Show Me The Money
Know where your digital revenue comes from and get more of
it
Phil Case
Managing Director
Partner Fluid Advertising
@GetFluid
Dustin Cederholm
Digital Conversion Manager
Fluid Advertising
#FluidWebSeries