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Online Marketing Building brands in a digital world
traditional marketing funnel
First moment of truth
Second moment of truth
Stimulus
online marketing funnel
First moment of truth
Second moment of truth
Zero moment of truth
Stimulus
online marketing funnel
online marketing funnel
Bounce rateThe percentage of visitors who view the landing page and leave (by clicking back, closing the browser/tab or typing in a new adress) without interaction
Rb= TvTe
40,5%
Keep it simple Build intuitive landing experiences
Reduce clicks to conversion Engage visitors with dynamic pages
Message-match your pages to your ads
online marketing funnel
Exit rateThe percentage of visitors who view the landing page and actively click away to different page or website. (Visitors might have interacted.)
Re=TexitsTviews
Segment your visitors Serve targeted pages Reduce external links
Use call 2 action with benefit driven language Directiona cues to assist visitors where to click
online marketing funnel
online marketing funnel
Click-through-rateThe number of clicks on a particular campaign element, including goals, given as a percentage of total page views.
CTR= Tmeasured clicksTmeasured impressions Ad urgency to message
Show the benefit, not the effort Keep call to action short and on message
x100
0,05%3,17%
online marketing funnel
Conversion rateThe number of potential visitors performing a desired action, wether the action is buying a product, filling out a form or some other goals of the webpage.
ConvR= Total goal completions
Total visits of target market
Test, Test, Test (A/B testing) Guide visitors actions visually
Have a clear and relevant message Measure the effect you require for conversion
versus reward Be timely in your campaigns
x100
online marketing funnel
online marketing funnel
Zero moment of truth1. Use search to uncover and understand the moments that matter2. Be present in the moments that matter3. Have something interesting, relevant and/or engaging to say4. Measure the impact
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
Search Demand Curve
# of m
onthl
y sea
rches
# of keywords
Millions
100k’s
10k’s
Thousands
Hundreds
Tens
>5
Top 100 Keywords
Top 500 Keywords
Top 1K Keywords
Top 10K Keywords
Fat Head 18,5%
Chunky Middle 11,5%
Long Tail 70%
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
Search Demand Curve
High Cost & Competition
Low Cost & Risk
One word phrase
Two word phrase
More descriptive phrases
Low probability of conversion
High probability of conversion
“shoes”
“mens shoes”
“mens running shoes black nike”
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
Search Demand Curve
High Cost & Competition
Low Cost & Risk
One word phrase
Two word phrase
More descriptive phrases
Low probability of conversion
High probability of conversion
“shoes”
“mens shoes”
“mens running shoes black nike”
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
Search Demand Curve
High Cost & Competition
Low Cost & Risk
One word phrase
Two word phrase
More descriptive phrases
Low probability of conversion
High probability of conversion
Conversion%
SEA
SEO
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
SEA
SEOSearch Engine Advertising
Search Engine Optimization
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
SEO
SEOSearch Engine Optimization
Search Engine Optimization
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
SEO
SEOSearch Engine Optimization
Search Engine Optimization
Why do we never go to page two of a Google search
Why do we never go to page two of a Google search
trust!99,9%
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
SEOSearch Engine Optimization
visibility over platforms
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
SEOSearch Engine Optimization
visibility over platforms
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
SEOSearch Engine Optimization
visibility over platforms
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
SEOSearch Engine Optimization
visibility & language over platforms
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
Keyword Search
Keyword Search
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
1 Define a keyword list 2 Refine the keyword list 3 Competition & keyword relevance 4 Use metrics to choose the best 5 Integrate into the website
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
When the online experience FAILS, it impacts conversions
online marketing funnel
online marketing funnel
Zero moment of truthSite experience needs to be responsive
online marketing funnel
Zero moment of truthSite experience needs to be responsive
fail fail
online marketing funnel
Zero moment of truthWebsite load time
online marketing funnel
Zero moment of truthOnline customer journey
online marketing funnel
Zero moment of truthOnline customer journey
online marketing funnel
Zero moment of truthOnline customer journey
online marketing funnel
Zero moment of truthOnline customer journey
online marketing funnel
Zero moment of truthOnline customer journey
78%of customers abandon before completing their online purchase (2017)
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