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#digital Conversion Marketing
1. Result Driven Marking
17/02/2011
Bert Van Wassenhove - Chief Digital O cer Square Melon
@ibert
Square Melon #digital
donderdag 17 februari 2011
2. Think before you market
convertising in a post digital world
Square Melon #digital
donderdag 17 februari 2011
3. Who are the stakeholders in business?
•Shareholders
•Brand/Marketing/Online/... Manager (YOU!)
•The Consumer
Square Melon #digital
donderdag 17 februari 2011
4. Shareholders look for:
•Search for % value growth
•Price/Earnings ratio
•Geographic growth
Square Melon #digital
donderdag 17 februari 2011
6. The consumer point of view
Square Melon #digital
donderdag 17 februari 2011
7. How do we make three stakeholders happy?
• We need a plan ...
Square Melon #digital
donderdag 17 februari 2011
8. Your digital plan ...
Square Melon #digital
donderdag 17 februari 2011
9. Your digital plan ...
Scary
isn’t
it?
Square Melon #digital
donderdag 17 februari 2011
10. Incrementalism is not the way to go!
Square Melon #digital
donderdag 17 februari 2011
11. Start om a clean slate, think of the de nition of marketing
•Marketing (or: go to market) : the process
of creating perceived added value around
a product, in order to stimulate sales.
•Marketing (of: vermarkten, vermarkting) is
het proces van het creëren en leveren van
waarde. Traditioneel werd marketing
gezien als het geheel van alle activiteiten
die erop gericht zijn de ruil van producten
of diensten te bevorderen.
Square Melon #digital
donderdag 17 februari 2011
12. Start om a clean slate, think of the de nition of marketing
•Marketing (or: go to market) : the process
of creating perceived added value around
a product, in order to stimulate sales.
•Marketing (of: vermarkten, vermarkting) is
het proces van het creëren en leveren van
waarde. Traditioneel werd marketing
gezien als het geheel van alle activiteiten
die erop gericht zijn de ruil van producten
of diensten te bevorderen.
Square Melon #digital
donderdag 17 februari 2011
13. Digital marketing is not about creating cool stu ,
it’s about making sales go up.
Square Melon #digital
donderdag 17 februari 2011
14. How do we make sales go up?
AMBASSADOR
IN G CUSTOMER
TIS
ER
NURTURE
NV
CO LOYAL
CUSTOMER
ACTIVATE
POTENTIAL
REACH ENGAGE
CUSTOMER
CUSTOMER
Square Melon #digital
donderdag 17 februari 2011
16. Which channels to choose?
The internet is more then just a
collection of website. A digital
plan must take into account all
forms of digital communication.
Company-
website
Square Melon #digital
donderdag 17 februari 2011
17. Which channels to choose?
The internet is more then just a
collection of website. A digital
plan must take into account all
forms of digital communication.
Campaign
sites e-
Company- commerce
website site
Square Melon #digital
donderdag 17 februari 2011
18. Which channels to choose?
The internet is more then just a
collection of website. A digital
plan must take into account all
forms of digital communication.
Campaign
sites e-
Company- commerce
website site
Twitter Facebook Location Referring sites
Based
Services
Blogs
Fora
Square Melon #digital
donderdag 17 februari 2011
19. Which channels to choose?
The internet is more then just a
collection of website. A digital
plan must take into account all
forms of digital communication.
CPC Mobile/Apps
advertising
Emailing
Banners Emailing
Campaign
sites e-
Company- commerce
website site
Twitter Facebook Location Referring sites
Based
Services
Blogs
Fora
Square Melon #digital
donderdag 17 februari 2011
20. Which channels to choose?
The internet is more then just a
collection of website. A digital
plan must take into account all
forms of digital communication.
CPC Mobile/Apps
advertising
Emailing
Banners Emailing
YouTube Google Images
Campaign
Google Search
sites e-
Company- commerce
Google Maps
website site
Twitter Facebook Location Referring sites
Based
Services
Blogs
Fora
Square Melon #digital
donderdag 17 februari 2011
21. Which channels to choose?
The internet is more then just a
collection of website. A digital
plan must take into account all
forms of digital communication.
CPC Mobile/Apps
advertising
Emailing
Banners Emailing
YouTube Google Images
Campaign
Google Search
sites e-
Owned Media Company-
website
commerce
site
Google Maps
Twitter Facebook Location Referring sites
Based
Services
Blogs
Fora
Square Melon #digital
donderdag 17 februari 2011
22. Which channels to choose?
The internet is more then just a
collection of website. A digital
plan must take into account all Paid Media
forms of digital communication.
CPC Mobile/Apps
advertising
Emailing
Banners Emailing
YouTube Google Images
Campaign
Google Search
sites e-
Owned Media Company-
website
commerce
site
Google Maps
Twitter Facebook Location Referring sites
Based
Services
Blogs
Fora
Square Melon #digital
donderdag 17 februari 2011
23. Which channels to choose?
The internet is more then just a
collection of website. A digital
plan must take into account all Paid Media
forms of digital communication.
CPC Mobile/Apps
advertising
Emailing
Banners Emailing
YouTube Google Images
Campaign
Google Search
sites e-
Owned Media Company-
website
commerce
site
Google Maps
Twitter Facebook Location Referring sites
Based
Services
Blogs
Fora Earned Media
Square Melon #digital
donderdag 17 februari 2011
24. Which channels to choose?
The internet is more then just a
collection of website. A digital
plan must take into account all Paid Media
forms of digital communication.
CPC Mobile/Apps
advertising
Emailing
Banners Emailing
YouTube Google Images
Campaign
Google Search
sites e-
Owned Media Company-
website
commerce
site
Google Maps
Twitter Facebook Location Referring sites
Based
Services
Blogs
Fora Earned Media
Square Melon #digital
donderdag 17 februari 2011
25. Which channels to choose?
The internet is more then just a
collection of website. A digital
plan must take into account all Paid Media
forms of digital communication.
CPC Mobile/Apps
advertising
Emailing
Banners Emailing
YouTube Google Images
Campaign
Google Search
sites e-
Owned Media Company-
website
commerce
site
Google Maps
Twitter Facebook Location Referring sites
Based
Services
Blogs
Fora Earned Media
Square Melon #digital
donderdag 17 februari 2011
26. Which channels to choose?
The internet is more then just a
collection of website. A digital
plan must take into account all Paid Media
forms of digital communication.
CPC Mobile/Apps
advertising
Emailing
Banners Emailing
YouTube Google Images
Campaign
Google Search
sites e-
Owned Media Company-
website
commerce
site
Google Maps
Twitter Facebook Location Referring sites
Based
Services
Blogs
Fora Earned Media
Square Melon #digital
donderdag 17 februari 2011
27. Which channels to choose?
The internet is more then just a
collection of website. A digital
plan must take into account all Paid Media
forms of digital communication.
CPC Mobile/Apps
advertising
Emailing
Banners Emailing
YouTube Google Images
Campaign
Google Search
sites e-
Owned Media Company-
website
commerce
site
Google Maps
Twitter Facebook Location Referring sites
Based
Services
Blogs
Fora Earned Media
Square Melon #digital
donderdag 17 februari 2011
28. Which channels to choose: Owned media
•A strategic choice:
•Is this the center of your online presence
•Yes, because ...
•No, because ...
NURTURE
•YES:
•Full control over data
•More opportunities to stand out
•Independence
ACTIVATE
•No: REACH ENGAGE
•Cost
•Standing out requires focus
Square Melon #digital
donderdag 17 februari 2011
29. Which channels to choose: Paid media
•Why pay for media?
•Reach
•Speed
•Impact
NURTURE
•Brand association
•Media planning:
•CPC
•CPI
ACTIVATE
•Email marketing
REACH ENGAGE
Square Melon #digital
donderdag 17 februari 2011
30. Which channels to choose: Earned media
•The value of earned media
•Reach is more di cult to attain
•Engagement of the consumer is a lot higher (so impact will be higher)
•Social media e ect almost guaranteed
NURTURE
Success = (Reach x Impact)social
ACTIVATE
REACH ENGAGE
Square Melon #digital
donderdag 17 februari 2011
33. Which channels to choose: Google media
•The power of Google makes it a medium on it’s own
•Search
•Natural search results
•Paid search results (bigger than TV in the UK)
NURTURE
•But also
•Google places (competition for “Gouden Gids”)
•Google images & YouTube (2nd search engine)
ACTIVATE
REACH ENGAGE
Square Melon #digital
donderdag 17 februari 2011
34. Which channels to choose: Google media
•The power of Google makes it a medium on it’s own
•Search
•Natural search results
•Paid search results (bigger than TV in the UK)
NURTURE
•But also
•Google places (competition for “Gouden Gids”)
•Google images & YouTube (2nd search engine)
ACTIVATE
REACH ENGAGE
Square Melon #digital
donderdag 17 februari 2011
35. TIME
FOR
A
BREAK
Square Melon #digital
donderdag 17 februari 2011
37. Setting Objectives
•Goals are a yardstick, a point to measure against.
•Reach:
•Reach prospects and customers via search engines and brand communications on publisher,
social network and partner sites.
•Engagement:
•Engage through relevant quality content, experiences and conversations on your site.
•Activation:
•Convert engagement into business value: generate leads and sales.
•Nurturing:
•Build relationships throughout the customer life cycle through direct digital contact (email,
blogs, Social media, RSS Feeds, SMS, IM, ...), conversations and experiences (content).
Square Melon #digital
donderdag 17 februari 2011
38. Setting Goals
Square Melon #digital
donderdag 17 februari 2011
39. Setting Goals
•Reach KPI’s:
•# visits
•# visits om
SEO & SEA
•# visits om
a liate
marketing
•# visits om
display ads
•# of quality
visits
•Cost per visit
Square Melon #digital
donderdag 17 februari 2011
40. Setting Goals
•Reach KPI’s: •Engagement KPI’s:
•# visits •Site bounce
•# visits om rate, duration,
SEO & SEA pages/visit
•# visits om •Conversion
a liate goals:
marketing •Contact
•# visits om •Call-back
display ads •Chat
•# of quality •Downloads
visits
•Newsletter
•Cost per visit •Product/
brand page
Square Melon #digital
donderdag 17 februari 2011
41. Setting Goals
•Reach KPI’s: •Engagement KPI’s: •Activation KPI’s:
•# visits •Site bounce •From site to
•# visits om rate, duration, service,
SEO & SEA pages/visit inquiries, sales
•# visits om •Conversion •Visit order
a liate goals: information
marketing •Contact •Visit locations
•# visits om •Call-back page
display ads •Chat
•# of quality •Downloads •Online sales
visits
•Newsletter •Conversion
•Cost per visit •Product/ rate to sales
brand page
Square Melon #digital
donderdag 17 februari 2011
42. Setting Goals
•Reach KPI’s: •Engagement KPI’s: •Activation KPI’s: •Nurturing KPI’s:
•# visits •Site bounce •From site to •Email database
•# visits om rate, duration, service, coverage
SEO & SEA pages/visit inquiries, sales •Email
•# visits om •Conversion •Visit order engagement
goals: information (open/click)
a liate
marketing •Contact •Visit locations •Repeat visits/
logins
•# visits om •Call-back page
display ads •Chat •Community
engagement
•# of quality •Downloads •Online sales (incl. social media)
visits
•Newsletter •Conversion
•Cost per visit •Product/ rate to sales
brand page
Square Melon #digital
donderdag 17 februari 2011
44. Evaluating your targets
•In general:
•Work on evolutions rather then benchmarks
•Compare only with similar:
•Media
•Target groups
•Websites
•Regions
•But also check:
•IAB
•Media partners
•The web
•Business partners h8p://www.coremetrics.com/soluCons/benchmark-‐report-‐black-‐friday-‐cyber-‐monday-‐2010.php
Square Melon #digital
donderdag 17 februari 2011
45. Where to start?
•Start by asking the following question:
Which pages are te most important to reach my objectives?
•Home page
•Landing pages
•Product categories / Products
•Branding & information pages
•Subscription con rmation / Check-out a er purchase
•...
•Take an analytical approach, e.g.
•bounce rate x page views
•exit rate x page views
•...
Square Melon #digital
donderdag 17 februari 2011
47. Measure and monitor your nnel
•Measure each step
•Put your benchmarks in the nnel
•Keep an eye out for CHANGES
•Relate changes to in uencing factors
(products, promotions, campaigns,
pricing, ...) to identi your own in uence
Square Melon #digital
donderdag 17 februari 2011
48. Scent trails
•De ne “scent trails”
•Should be part of your site construction
programme
•Tag in your analytics so ware so you can
track easily
•Move fast, learn, change & retest
•Let’s try nd some scent trails
•www.zorgvoorjezaak.be
Square Melon #digital
donderdag 17 februari 2011
49. Now you know WHAT, but WHY is that?
•Don’t take your own experience as a starting point. YOU ARE NOT THE CUSTOMER
•Use feedback tools to nd out the consumer’s motivations
•FAQ
•Helpdesk questions
•Surveys
•...
•Which questions to ask?
•Use the analytical information you gathered.
•e.g. Launch a survey on why people exit om a certain page.
•Ask feedback om people who took “key steps”
•e.g. People who bought something or subscribed to a newsletter.
Square Melon #digital
donderdag 17 februari 2011
50. In Summary
Square Melon #digital
donderdag 17 februari 2011
51. Start om a clean slate, think of the de nition of marketing
•Marketing (or: go to market) : the process
of creating perceived added value around
a product, in order to stimulate sales.
•Marketing (of: vermarkten, vermarkting) is
het proces van het creëren en leveren van
waarde. Traditioneel werd marketing
gezien als het geheel van alle activiteiten
die erop gericht zijn de ruil van producten
of diensten te bevorderen.
Square Melon #digital
donderdag 17 februari 2011
52. How do we make sales go up?
AMBASSADOR
IN G CUSTOMER
TIS
ER
NURTURE
NV
CO LOYAL
CUSTOMER
ACTIVATE
POTENTIAL
REACH ENGAGE
CUSTOMER
CUSTOMER
Square Melon #digital
donderdag 17 februari 2011
53. Which channels to choose?
The internet is more then just a
collection of website. A digital
plan must take into account all Paid Media
forms of digital communication.
CPC Mobile/Apps
advertising
Emailing
Banners Emailing
YouTube Google Images
Campaign
Google Search
sites e-
Owned Media Company-
website
commerce
site
Google Maps
Twitter Facebook Location Referring sites
Based
Services
Blogs
Fora Earned Media
Square Melon #digital
donderdag 17 februari 2011
54. Setting Goals
Square Melon #digital
donderdag 17 februari 2011
55. Setting Goals
•Reach KPI’s:
•# visits
•# visits om
SEO & SEA
•# visits om
a liate
marketing
•# visits om
display ads
•# of quality
visits
•Cost per visit
Square Melon #digital
donderdag 17 februari 2011
56. Setting Goals
•Reach KPI’s: •Engagement KPI’s:
•# visits •Site bounce
•# visits om rate, duration,
SEO & SEA pages/visit
•# visits om •Conversion
a liate goals:
marketing •Contact
•# visits om •Call-back
display ads •Chat
•# of quality •Downloads
visits
•Newsletter
•Cost per visit •Product/
brand page
Square Melon #digital
donderdag 17 februari 2011
57. Setting Goals
•Reach KPI’s: •Engagement KPI’s: •Activation KPI’s:
•# visits •Site bounce •From site to
•# visits om rate, duration, service,
SEO & SEA pages/visit inquiries, sales
•# visits om •Conversion •Visit order
a liate goals: information
marketing •Contact •Visit locations
•# visits om •Call-back page
display ads •Chat
•# of quality •Downloads •Online sales
visits
•Newsletter •Conversion
•Cost per visit •Product/ rate to sales
brand page
Square Melon #digital
donderdag 17 februari 2011
58. Setting Goals
•Reach KPI’s: •Engagement KPI’s: •Activation KPI’s: •Nurturing KPI’s:
•# visits •Site bounce •From site to •Email database
•# visits om rate, duration, service, coverage
SEO & SEA pages/visit inquiries, sales •Email
•# visits om •Conversion •Visit order engagement
goals: information (open/click)
a liate
marketing •Contact •Visit locations •Repeat visits/
logins
•# visits om •Call-back page
display ads •Chat •Community
engagement
•# of quality •Downloads •Online sales (incl. social media)
visits
•Newsletter •Conversion
•Cost per visit •Product/ rate to sales
brand page
Square Melon #digital
donderdag 17 februari 2011
59. Measure and monitor your nnel
•Measure each step
•Put your benchmarks in the nnel
•Keep an eye out for CHANGES
•Relate changes to in uencing factors
(products, promotions, campaigns,
pricing, ...) to identi your own in uence
Square Melon #digital
donderdag 17 februari 2011
60. Thank you for your attention
Bert Van Wassenhove - Chief Digital O cer Square Melon- @ibert Square Melon #digital
donderdag 17 februari 2011
61. Sources:
•Wim Vanderborght - CEO Square Melon - www.squaremelon.be
•Dave Cha ey - www.smartinsights.com
•Coremetrics - www.coremetrics.com
•Craig Sullivan - http://screenevents.co.uk/IR2010/FILES/pdf/T1/T1_CraigSullivan.pdf
•SEOrchers - www.seorchers.com
•Bert Van Wassenhove - CDO Square Melon - www.squaremelon.be
Square Melon #digital
donderdag 17 februari 2011