are you putting all your eggs in one basket
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TRANSCRIPT
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 [email protected]
Internet Advantage S.L.
www.internetadvantage.com