are you putting all your eggs in one basket

Are you putting all your eggs in one basket?

World Hostel Conference 2011

What do I need ?

What are my objectives ?

Will I use KPIs to measure success?

How do I reach them ?

SEO SEM Display Web Analytics

AB Testing

Funnel Multitesting

Affiliation

Social Media

Digital Public Relations

Press releases

Viral marketing

E-mail Marketing

Conversion optimization

Usability

Digital product configuration

Electronic Coupons

Promotional Microsites Podcasting

E-CRM

E-Polls

E-Co

mm

erce

Contextual Advertising

Remarketing

Rich Media Ads Adver-Gaming

E-Branding Online Reputation

Management

Social Advertising Aggregators

Mobile Apps

Press Release

SERP’s Position Keywords Competitors Landing Pages

42%

Keywords

Popu

larit

y

News / Media / PR

Directories Articles Research / White Papers

Infographics

Social Networks

Webinars

Document Sharing

Word of Mouth

Podcasting

Q+A Sites Partner sites

Direct / Referring Links

Bookmarking

Forums

Online Video

Comment Marketing

Blog + Blogging

8%

Nearly 80% of clicks Excellent return on investment Structural growth Medium / long term benefit Relevance, prestige, awareness Not immediate results Low flexibility Not easy internal implementation Depends on ability of provider

ADVA

NTA

GES

D

ISAD

VAN

TAG

ES

Return on investment Only pay per click received Immediate results High flexibility (segmentation) Easy internal implementation Not structural growth High CPAs in competitive markets Increasing advertising costs Lower ROI

Brand awareness Customer proximity / loyalty Word of mouth advertising SEO support and enhancement High traffic volumes towards website Poor quality traffic directed towards website Not suitable for direct conversion Reputation management challenges Indirect approach to customers Constant update requirements

ADVA

NTA

GES

D

ISAD

VAN

TAG

ES

Greater creative margins than text ads Thematic / target segmentation Retargeting - Remarketing Brand Awareness CPC model not always available Banner blindness Rich media production costs Big consumer products or niche markets?

ADVA

NTA

GES

D

ISAD

VAN

TAG

ES

Low costs Strong segmentation Customer Relationship management Direct response Added value to other channels Low % of response (needs big numbers) Decreasing popularity among youth target Might be perceived as Invasive Spam filters, blacklisted IPs…

ADVA

NTA

GES

D

ISAD

VAN

TAG

ES

User Vision™ - www.uservision.co.uk

Conversion Funnel

Hostel Details 22.036

(18%)

4.068 Personal Data

(22%)

879 Reservation

Conversion 3.99%

v v

v

v

Where are we loosing our customers?

Payment per sale or lead Brand awareness on relevant sites Possible SEO benefit (backlinks) Low development costs High monthly fees of affiliate platforms High commissions to be paid Halo effect: sale attribution conflicts Accurate source revenue analysis

ADVA

NTA

GES

D

ISAD

VAN

TAG

ES

What do potential customers think of the website? Are we going in the right direction? Do we have to change conversion routes? What do we need to keep, eliminate or improve? How to improve ROI? The next strategy to follow?

KPIs Always be alert…

More eggs-perience ….

better knowledge

T H A N K

Manuel Vallés Online Marketing Consultant manuel@internetadvantage.com

Internet Advantage S.L.

www.internetadvantage.com