Understanding Your Audience by Mike Hagley - Vivid Sydney 2015 #Vividideas
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Fresh Egg's Technical SEO director, Mike Hagley, delivered a talk as part of the Vivid Sydney 2015 event. Mike’s presentation equipped the audience with the tools and techniques to figure out what their audiences are interested in, what their motivations to buy are, what devices they use, and more. He covered: • How to identify your customer and audience groups • What your customer and audience groups search for at different stages of their buying journey and why • Where and how they search – Which digital marketplaces, social platforms and devices do they use?
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Understanding Your Audience by Mike Hagley - Vivid Sydney 2015 #Vividideas
- 1. Understanding your audience. by Mike Hagley
- 2. Win a free consultation. #VividIdeas @fresheggau
- 3. Hello, World!Thanks! In other news…
- 5. Introduction. • Understanding digital • Understanding search • Understanding your audience • Audience participation • Personalisation
- 6. Understanding digital. We live in a highly connected, digital world.
- 7. Highly connected, digital world. Source: http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015 Device usage is shifting from desktops and laptops, to mobile devices
- 8. Highly connected, digital world. In some countries, mobile device usage is as high as 75% share of web traffic. Source: http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015
- 9. Highly connected, digital world. Source: http://www.slideshare.net/COMPUTEX/st-computex-lifeaugmentedgoingbeyondthesmarthomefinal By 2020, there will be 50 billion connected devices, an average of 6.58 devices per person in the world.
- 10. Highly connected, digital world. • Smart homes • Wearable technology • Smart and connected cars Soon, we will be living in a Smart World…
- 11. Libelium smart world. Highly connected, digital world. At some point in my lifetime, every device with a chip in it will be connected. The Internet of Things. Source: http://webdesignsbyterri.com/the-internet-of-things-living-in-a-smart-world
- 12. Understanding search. The evolution of Google.
- 13. The evolution of Google. The PageRank algorithm created by Sergey Brin and Larry Page was designed in 1998. It took the current keyword-based algorithms one step further, focussing heavily on links. Source: http://infolab.stanford.edu/~backrub/google.html
- 14. The evolution of Google. Google’s early design was minimalistic, priding itself on its highly relevant, 10 blue links.
- 15. The evolution of Google. In October 2000, Google launched AdWords, changing the shape of online marketing, and the future of search.
- 16. The evolution of Google. Since 2003, there have been 35 noteworthy Google algorithm updates. Source: http://blog.hubspot.com/marketing/google-algorithm-visual-history-infographic
- 17. The evolution of Google. Google’s algorithm updates aim to keep results relevant. Types of spam include: • Sneaky spam • Keyword stuffing • Content spam • Link spam Source: http://www.google.com/search/about/insidesearch/howsearchworks/thestory/index.html
- 18. The evolution of Google. There is a direct correlation between search engine algorithm updates and Google’s revenue growth (AdWords), peaking at $66.4b in 2014. Over the past 4 years, Google’s revenue has increased by 126%, following its biggest updates to date, including Panda & Penguin. Source: http://www.mediavisioninteractive.com/blog/search-enginenews/looking-back-moving-forward-google-evolution/
- 19. The evolution of Google. The ever-changing search landscape has pushed marketers to build brands through inbound marketing, and understanding your audience. Source: http://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking
- 20. The evolution of Google. Google Now is your personal assistant, and query-less search engine, boasting “The right information at just the right time”.
- 21. The evolution of Google. Google App Indexing allows users to launch deep content within apps, directly from Google mobile search.
- 22. The evolution of Google. Google ‘Now on tap’ allows immediate search functionality for anything, at anytime, anywhere on your phone.
- 23. Understanding your audience. In the digital world.
- 24. Understanding your audience. “Why would Google place a website on the first page of its index, if the website in question does not cover all facets of its industry or products, is not being spoken about in social channels, and does not have the breadth of content to satisfy the user journey?” This is the essence of inbound marketing.
- 25. Understanding your audience. Immersion in our client’s world to understand the marketplace and patterns in customer behaviour. The Fresh Egg approach:
- 26. Understanding your audience. We have to build on old-school marketing techniques, and take them one step further, in order to answer pertinent audience-related questions.
- 27. Understanding your audience. Audience intent analysis: • Who – the audience groups • What they search for at different stages in the buying cycle, and why • Where, and how they search
- 28. Understanding your audience. Demographics: • Tailor website content to drive audience towards specific goals • Integrate with ATL and marketing campaigns
- 29. Understanding your audience. What makes your audience tick? What drives them to take action? Are they likely to take action at all? Psychographics is study of the attitudes and beliefs, needs and interests, and motivating factors of your customers.
- 30. Once the motivations for action have been determined, frames can be used to structure content and messaging, targeted to your specific audience groups. Understanding your audience.
- 31. Understanding your audience. It is possible to influence each and every stage of the buying cycle, so it is important to understand these, in order to optimise for your audience.
- 32. Understanding your audience. During the awareness stage, buyers are unsure which product, service or brand they will purchase from, but are instead looking for information and advice.
- 33. Understanding your audience. Factors which may influence preference: • Website layout and content • Mindshare • Social mentions from influencers • Unique selling points • Familiarity to brand • Trust, gained from advice and content • Reviews (the experience of others) • Cost (the value proposition) • Options, that are able to match the customer’s needs • Rewards and incentives
- 34. Understanding your audience. Conversions still may not occur, due to: • Distractions • Poor purchase process • Change of heart • Inability to make the purchase (out of stock)
- 35. Understanding your audience. Your website needs to cater for audience groups other than buyers. • Staff • Partners • Advertisers • Employment seekers • Brand ambassadors
- 36. Understanding your audience. Car insurance trigger events: • Buying a new car • Midlife crisis • Car getting old • 3rd child on the way • Buying a used car • Fitting an alarm • Installing a stereo system
- 37. Understanding your audience. Marketplaces for buying a new car: • Manufacturer websites • Carsales.com.au • Redbook.com.au Marketplaces for installing a new sound system: • Local car audio sites • Ryda.com.au • Jbhifi.com.au
- 38. Audience participation. Live audience intent analysis.
- 39. Live audience intent analysis. 1. Define audience groups 2. Determine trigger events 3. Stages of the customer journey and keyword use a) Event b) Awareness c) Consideration d) Conversion 4. Analyse marketplaces 5. Test and refine
- 40. Personalisation. Why personalise your website?
- 41. Personalisation. Personalisation of your website can greatly increase conversion rates, interaction and engagement (time on site). • By device • By sex • By geographical location • By personal preferences & purchase history • By product size • By life event Sources: - http://blog.hubspot.com/marketing/website-personalization-examples-dynamic - http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/
Notes de l'éditeur
- Good afternoon ladies and gentleman, friends, colleagues and those of you who bought a ticket! A big thank you for you donation, well it was more of an insurance policy to make sure you showed up! We know what it’s like in the middle of winter! If, for some unknown reason, you don’t get your monies worth during the talk, you’re welcome to make up for it by drinking our free booze afterwards. I mean, you’re welcome to join us for some light refreshments and networking after the event.
- Personalisation Vastly increase conversion rates Interaction and time on site Can personalise by: Device Sex – male or female Geographic location – is it summer in the northern hemisphere? Don’t show summer clothes to Australians as it’s winter Personal preference By life event The department store, Target in the USA sent direct advertising to a customer, based on their previous purchases. Target had worked out the buying patterns of women during their pregnancy: Unscented lotions were purchased at the beginning of their trimester They also bought supplements such as calcium, magnesium and zinc After heavy analysis, they identified about 25 products which pregnant women were buying, sometimes in bulk – and they could assign a pregnancy prediction score They could also predict their delivery date to within a small window! This allowed target to send coupons to their pregnant customers at stages during the pregnancy Until one day an angry man arrived at a Target store demanding an explantion as to why they had sent her teenage daughter coupons for baby clothese and cribs Target soon realised that an entire mailout personalised might be evading ones privacy and freak them out So they started personalising, but subtly putting a coupon of a lawn mower next to the pregnancy products, so the expecting mothers didn’t think the ads were targeted. These tactics from Target resulted in an explosion of revenue growth for the retail giant from 2002 to 2010
- Just a few housekeeping items, I wanted to get out of the way now, in case you’re asleep by the end of the talk. Thanks to Hub Australia, Vivid Ideas, Fresh Egg for the opportunity to speak in front of you today. And to Google of course. Without Google, I wouldn’t have a job. Computer science, Mac Uni Web analyst, logfiles Google Analytics AdWords – paid search SEO – keywords, link building Panda, penguin – changes – Inbound Marketing Tinker with music Volunteer my time each week at community radio station Provide a free online community for lovers of house and techno Which includes an electronic music podcast And I’m an avid vinyl collector
- Unfortunately this is NOT my vinyl collection…
- Intro to digital: Digital Agency - So, today we’re going to dive into the world of a digital agency Digital marketing and technology - Specifically, how we understand digital marketing and the technology that is driving the industry forward Device usage - And the current change that we’re seeing worldwide with regards to devices usage, and internet usage in general Search engines: - Search Landscape - We’ll have a brief look at the current search landscape and what has lead us to where we are today. For example, the change in search algorithms, and the change in digital strategies that have needed to evolve throughout this process. Then, We’ll get into the nitty gritty of audience targeting and the need for a strong inbound marketing strategy. I’m also going to get you guys involved in the presentation and we’ll do a live audience intent anlaysis, based on one of your brands or websites. Lastly, I’ll quickly touch on how you can personalise your website to cater for these audiences.
- It’s no surprise that we live in a highly connected, digital world, where mobile and portable devices are taking over from desktop and laptop devices. We Are Social published a report in January 2015, which shows that the growth of mobile internet usage is not just a hypothesis. It’s real. Mobile web usage increase by +39% YoY, while desktop and laptop usage dropped by -13%, which is a phenomenal change. The way people access the internet, and information is changing. Innovators are designing new devices, and connecting old ones to the internet, and other devices everyday…
- Depending on where you live, you may be more or less likely to use a certain device.
- In 2015, with a population of 7.2 billion people, there are 25 billion devices connected to the internet – or an average of 3.47 devices per person. That number is around 3.1 in Australia. Over the next 5 years this figure is going to double, and there will be 50 billion connected devices.
- Average 3.1 connected devices per person in Australia Average 6.58 per person worldwide in 2020 Smart devices: Smart TV Smart watch Smart fridge Smart glasses Smart jacket – navigate jacket Smart thermostat Smart and connected cars Smart world
- This is a mockup of a smart world. Let me read out a few things here, all of which will be connected to the internet: Air pollution | Wine quality | Shipping | Radiation levels | Smart roads and parking | Waste management | Golf courses At some point in my lifetime, every device with a chip in it will be connected. The Internet of Things.
- With regards to search and the evolution of Google, I want to quickly paint a picture of how we’ve come to where we are, and how we need to market our websites and digital content online in today’s search landcape.
- It all started with a pair of Stanford Computer Science PHD students, writing a paper on “The Anatomy of a Large Scale Hypertextual Web Search Engine” It’s goal was to improve upon the existing options available to users, for information retrieval across the web. Early options were either manual human edited directories, or search engines which were keyword based, and average at best. Google’s original algorithm concentrated heavily on the hyperlinks pointing to a webpage or web-domain.
- Google’s early design was minimalistic, returned highly relevant 10 blue links. The only other feature was the “I’m Feeling Lucky” button, which took the user directly to the top ranked website. There were no maps, no news, no ads. Just 10 blue links, pointing towards 10 web pages. Early on though, these top spots within Google were easily gamed, simply by stuffing keywords on your website and buying a few links.
- AdWords launch in October 2000, giving Google access to dollars, lots of dollars. This allowed Google to invest heavily in infrastructure – servers and hardware required to store all of the worlds information. It also allowed Google to invest in its spam fighting teams and programmers who would evolve its search algorithms. Google’s revenue sits at around $17.3 billion per quarter, Q1 2015. With around 95% of all revenue earned from its advertising products. In 2014, Google spent $9.8b on Research & Development, such as self-driving cars. The company now sits on $65.436 billion in cash.
- 35 major updates since 2003. This doesn’t include the ongoing day to day updates and tests which are always going on the background – some reports suggest there were 500-600 updates per year happening in the background, which wouldn’t be surprising. Why so many and continual updates?
- Why continual updates? Relevance and user experience. Money. And SEOs. Google wants you to find the most relevant website to your search, when type a query, to ensure you keep coming back, again and again, in order for you to click on their paid search / AdWords ads. What where the updates? General optimisation spam – hidden links, hidden text, keyword stuffing, low quality links. But it wasn’t until mid-2010 and into 2011 that things started to get interesting. And since then, search has never been the same. Google started placing more emphasis on fresh content such as blogs and articles, and they launched the Panda update, which was targeted at penalising low quality content. They launched Penguin in 2012, which was the killer blow for SEOs who loved to build links. Entire link networks and spam blog networks were shutdown. As well as big name brands who were gaming the system, such as JCPenney who blamed their SEO-agency for buying links after being penalised by Google. They regained top positions after cleaning up the mess. Washington Post were penalised in 2007 for selling links, but they didn’t lose rankings themselves, but rather their PageRank took a hit, dropping from PR7 to PR5. This was Google’s way of devaluing the link selling market. If you want a good read, Google “Confessions of a Google Spammer” – it delves into the life of a millionaire black hat SEO who had to give up the spam-game for a respectable digital marketing job… http://inbound.org/post/view/confessions-of-a-google-spammer
- It’s clear from this graph, that Google’s spam fightin techniques result in more AdWords budget. Simply put, by eliminating websites that have been SEO-spammed, this forces these brands to re-invest heavily on generating web-traffic. Usually this budget is put straight back into Google’s coffers, via paid search. (point to graph – 2010 panda was launched) Since 2010, Google’s revenue has increased from $29.3b to $66.4b – 126% increase.
- You’ve seen the variations within Google: Knowledge Graph Images Maps News results Related searches Movies Books Comparison search Flight status Scientific calculator Definitions The evolution of search has resulted in the need for marketers to build brands through inbound marketing, and understanding your audience. Too many brands have an over-reliance on organic search traffic, or realistically, traffic from Google. What would happen to your business if that traffic disappeared? Over the years Google has moved towards being a Knowledge engine, answering questions and giving you what you want without you needing to leave the search engine. Enter Google Now…
- An endless array of cards, from flights, to hotel reservations and car hire, to events and attractions nearby, the weather, breaking news, recipes, integration with your apps and emails. Google have done away with the notion of keyword searches within google now, and everything you see, all of the information presented to you, is contained within “cards”. You’re in control, and you decide what cards you want to see.
- Google App Indexing
- Google Now on Tap
- Google has moved away from keywords, to conversational search, via their Hummingbird algorithm. This algorithm basically means that you can ask Google a question and Google can understand the semantics… the meaning… behind the question – rather than Google simply matching keywords from the query to exact keywords in its index. Google is now favouring content, social and inbound marketing which are used as stronger indicators of domain authority. ------------------- IRRELEVANT We’ve already learned that Google has evolved, and it’s made a move away from exact match keyword algorithms. The launch of the Hummingbird algorithm was an enormous shift in this direction. The Hummingbird algorithm was Google’s move towards ‘conversational search’, where by a user can ask a question, and Google can understand the semantics of the question – rather than simply matching keywords. And so it became less important to match keywords, as Google started to understand synonyms and user intent.
- The online marketplace is diverse and its often difficult for marketers to truly understand the behaviour and attitudes of their audience. The only way a marketer can truly understand it’s clients’ marketplace, is to immerse themselves in it. For those businesses with bricks and mortar locations, this means experiencing the customer journey from online to offline and everything else in between.
- These days, we have to take marketing 101-type strategies further, in order to target our online audiences. What are our audiences looking for? What are their attitudes and behaviours online? Where do they get their answers from, who and what influences them? Where do they usually go? How do they want to be spoken to? How long do they have to interact with your brand, app or piece of content?
- So, what are the goals of an audience intent analysis: Who – the audience groups What they search for at different stages in the buying cycle, and why. The search intent if you like Where, and how they search
- We should all know what type of demographic information a business needs to analyse and understand, but what are the reasons for understanding this information? Well, an overview of demographic information…. - Knowing the needs of this audience is clearly very important to any business - website content which will accurately steer the audience towards specific goals Allows online marketing to be fully integrated with business marketing campaigns If you are looking for demographic information for your community and current website user-base: Google Analytics Social analytics – Facebook and Twitter analytics
- Psychographics The study of the attitudes and beliefs needs and interests motivating factors of your customers. What we want to do is creating messages with a deliberate cognitive bias so that they are encouraged to perform specific actions
- The results of a psychographic analysis then, can direct site and content development, by framing messages appropriately for each audience, based on the motivations and needs of each audience. However, not everyone is motivated in the same way, so we need to testing various frames For example, (point to top right corner) Instant gratification Pleasure of adherence – “If you do this you’ll get a cuddly toy” Pain of non-adherence – “If you don’t do this your children will hate you for not getting a cuddly toy” Outcomes or possible consequences Positive outcome – “If you do this, great things will happen” Absence of positives - “if you don’t do this, you will miss out on lots of great things” The negatives – “if you don’t do this it will be awful”
- There are 4 major stages in the buying cycle – Trigger event, Gain awareness, Make comparison, Choose preference In order to deliver increased confidence at each step of the cycle, your website should be optimised to: Provide easy navigation Quality information Strong calls to action show an understanding of the audience needs Trigger events: ---------------------- What event has taken place that may drive users into your conversion funnel? Users may not even be aware of the need at this time. Obviously, a robust online marketing strategy must cater for each stage in the process but it is extremely important to identifying as many trigger events as possible. Doing this will capture the audience at the start of the search journey, thereby increasing mindshare and allowing brands the opportunity to encourage the potential buyer to move on to the next stage. Some needs that arise from trigger events, are most likely going to be best served by specialist websites. In these cases your options are partner with these websites, and/or advertise to gain brand awareness, as early on in the buying cycle as possible.
- Awareness ---------------------- In this stage of the buying cycle, potential buyers do not know which product or service, nor brand they will buy it from. They’re looking for information and advice. And it’s often a slow process, which may be repeated several times. Awareness is greatly influenced by social media marketing, and traditional media such as TV, radio and print. The most important thing during the awareness stage is to ensure the brand maximises mindshare.
- Consideration ---------------------- By the end of the awareness phase, buyers are a little more savvy with regards to what’s on offer. As we get into the consideration phase, they are likely to want to compare prices of different products, compare features, or gather more information on the options available to them before they’re ready to commit to a purchase. NEXT SLIDE There are a number of factors in the consideration stage which will influence a buyer’s preference - How quickly and easily can users access content? How effective was your subliminal messaging and branding during the awareness phase? How have your brand ambassadors been performing? USPs such as price, speed and ease of use/purchase How are you promoting trust and values throughout your site? How do you reward you loyal customers? Once a buyer is ready to commit to a purchase, they move into the Conversion phase
- Conversion stage --------------------- Conversions may not occur if; Becoming distracted by something else, either on or offsite Being put off by the purchasing process on the site Having a last minute change of heart Not being able to make the purchase they wanted (due to lack of availability, for example) However, CRO & UX Will have the biggest impact during the conversion cycle. Content optimisations can still be made to ensure users are pushed down the conversion slide.
- Audience groups. ----------------------- There’s no hard or fast rule for how to define your audience groups, as every business and website is going be different. Let’s take a simple example. A rail network website. What audience groups do you think you would cater for if this were your brand? Commuters Station masters, train drivers & staff Shopkeepers who run kiosks on the station Railway engineers/civil engineers Investors engaged in civil engineering Your website needs to cater for audience groups other than buyers. Partners Advertisers Employment seekers Brand ambassadors For example, (unfortunately) I don’t sit within any buyer group for the Mercedes A45 hot-hatch, but I’m most likely going to be a brand ambassador for Mercedes, by sharing photos and articles and videos of the car to my social networks. Mercedes then, need to cater for people like myself, who may not ever make a purchase, but who may assist with their marketing efforts via social shares, brand mentions and citations, and links, if I were a blogger or journo.
- Trigger events: Trigger events are going to be different for each audience group. Once again it’s best to demonstrate with an example. This is a real life example of something I’ve just been through. Think about a car insurance website, trying to define their audiences groups. Recently, I realised that my car was 10 years old and time to replace it Or at least that was my excuse. I realise now that it was more like a mid-life crisis! So the trigger events for Buying a new car Midlife crisis Car getting old 3rd child on the way Buying a used car Fitting an alarm Installing a stereo system
- Marketplaces for buying a new car: Manufacturer websites Carsales.com.au Redbook.com.au Marketplaces for installing a new sound system: Local car audio sites Ryda.com.au Jbhifi.com.au
- Define audience groups Determine trigger events Stages of the customer journey and keyword use Event “buy new car” Awareness “what is the best family car” Consideration “cheap 4wd car insurance in sydney” Conversion (reviews are important) “brand searches”, brand reviews Analyse marketplaces
- Personalisation Vastly increase conversion rates Interaction and time on site Can personalise by: Device Sex – male or female Geographic location – is it summer in the northern hemisphere? Don’t show summer clothes to Australians as it’s winter Personal preference By life event The department store, Target in the USA sent direct advertising to a customer, based on their previous purchases. Target had worked out the buying patterns of women during their pregnancy: Unscented lotions were purchased at the beginning of their trimester They also bought supplements such as calcium, magnesium and zinc After heavy analysis, they identified about 25 products which pregnant women were buying, sometimes in bulk – and they could assign a pregnancy prediction score They could also predict their delivery date to within a small window! This allowed target to send coupons to their pregnant customers at stages during the pregnancy Until one day an angry man arrived at a Target store demanding an explantion as to why they had sent her teenage daughter coupons for baby clothese and cribs Target soon realised that an entire mailout personalised might be evading ones privacy and freak them out So they started personalising, but subtly putting a coupon of a lawn mower next to the pregnancy products, so the expecting mothers didn’t think the ads were targeted. These tactics from Target resulted in an explosion of revenue growth for the retail giant from 2002 to 2010
- Personalisation Vastly increase conversion rates Interaction and time on site Can personalise by: Device Sex – male or female Geographic location – is it summer in the northern hemisphere? Don’t show summer clothes to Australians as it’s winter Personal preference By life event The department store, Target in the USA sent direct advertising to a customer, based on their previous purchases. Target had worked out the buying patterns of women during their pregnancy: Unscented lotions were purchased at the beginning of their trimester They also bought supplements such as calcium, magnesium and zinc After heavy analysis, they identified about 25 products which pregnant women were buying, sometimes in bulk – and they could assign a pregnancy prediction score They could also predict their delivery date to within a small window! This allowed target to send coupons to their pregnant customers at stages during the pregnancy Until one day an angry man arrived at a Target store demanding an explantion as to why they had sent her teenage daughter coupons for baby clothese and cribs Target soon realised that an entire mailout personalised might be evading ones privacy and freak them out So they started personalising, but subtly putting a coupon of a lawn mower next to the pregnancy products, so the expecting mothers didn’t think the ads were targeted. These tactics from Target resulted in an explosion of revenue growth for the retail giant from 2002 to 2010