This was a marketing analysis for Audible.com, as well as new acquisition ideas for the company.

1. audible.com

3. Book Clubs

4. Conversion thru Content

5. Coupon Codes

6. Browser Plugin

8. Landing Page 1: Listen to a Best Seller Clear call-to-action Headline congruent with ad copy? Not asking for TMI Visuals not overly distracting One simple choice Not cluttered No text overload MV Tested? Credibility/ Trust symbols

10. Look for the best deals

11. Growing trend: coupon codesSegment-specific keywords Appropriate ad copy for search, but wrong LP. Other phrases: “discount audio books”, “audio book sale”, “cheap audio books”, “audio book clearance” Sub segment: “audio book coupons”, “audio book coupon codes” (coupon codes idea)

13. Possibly less price-conscious

14. Possible high-value segment (RFM)

15. Book club ideaSegment-specific keywords Ad copy does not focus on segment (possibly lower CTR?), but LP does. Alternate ad copy: “Download the newest best sellers to your iPod.” “Download the latest top books to your iPod.” “Listen to the latest top books to your iPod.” “Listen to the latest best sellers on your iPhone.”

16. Landing Page 1: Listen to a Best Seller No focus on Discounts (segment 1) but does mention Best Sellers (segment 2)

17. Landing Page 2: Free Audiobook

18. Landing Page 2: Free Audiobook Segment-specific keywords Appropriate ad copy, appropriate LP.

19. Landing Page 2: Free Audiobook

21. Typo in ad copy (Audibles.com)

22. Banner uses old logo

23. Branding guidelines for affiliates?

25. Landing Page 4: Audible Starter Kit

26. Idea 1: Best Seller List (Micro Sites)

27. Idea 1: Best Seller List (Micro Sites) Leverage NY Times Best Seller List Popularity NYTimes.com/pages/books/bestseller(Approx. 10 Lists) Create landing page (on micro site) per book SEMacquisition campaign focused on each new book Why not let someone else do the reading? Why order online when you can listen right now? Listen to “Book Title” on your iPod. Listen to “Book Title” on the go or in your office. Download a best seller and start listening in minutes. Listen to best sellers on the run, right from your iPod. Partnership with NY Times online On book page: “Download ‘Book Name’ on your iPod.”

28. Idea 2: Book Clubs

29. Idea 2: Book Clubs #1 Organic result

30. Idea 2: Book Clubs Leverage Book Club Popularity Acquisition campaign focused on book club books Same idea as Best Seller lists (LP or micro site per book) Listen to book club favorites on the run, using your iPod. Listen to “Book Title” on your iPod. Listen to “Book Title” on the go or in your office. Too busy for the book club? Try an audio book! Affiliate Partnerships Partner with online book clubs (Oprah Book Club) Leverage book club traffic on 3rdparty sites On book page: “Download ‘Book Name’ on your iPod.”

31. Idea 3: Conversion thru ContentAdditional Membership Benefit Goals: Increasing Conversion; Increasing Frequency Target: Members (infrequent spenders) & Non-Members Stream Audible content as added value Increase interest and demand urgency “Listen to an Entire Chapter FREE!” Book club and best seller partnership ideas Short samples on 3rd party sites How much more likely is a person to read a book after having read the first chapter? Get your Free Membership Now Choose from over 75,000 audiobooks and more Listen to an ENTIRE CHAPTER FREE (member-only benefit) Works with Apple® iPod and 500+ devices Cancel anytime

34. Ideas 6: Audio Summaries Audio Summaries (professional, academic) Target: Students, Businesspeople Examples: getAbstract, Soundview (Delta Skymall)

35. Questions Customer & Consumer Segmentation? How many? Impulse shoppers? Making it easy to shop. Top 3-5 Competitors? Acquisition Channels (SEM, Affiliate, Email, Remarketing, Display)? Surveys customers and consumers? Affiliate Program Helping them increase conversions? Branding guidelines?