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Online Marketing Building brands in a digital world

Tom Fleerackers [email protected]

mailto:[email protected]?subject=

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


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


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


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%


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


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


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%



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”



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



SEA

SEOSearch Engine Advertising

Search Engine Optimization



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%




visibility over platforms




visibility & language over platforms



Keyword Search

Keyword Search



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

When the online experience FAILS, it impacts conversions



Zero moment of truthSite experience needs to be responsive


Zero moment of truthSite experience needs to be responsive

fail fail


Zero moment of truthWebsite load time


Zero moment of truthOnline customer journey


Zero moment of truthOnline customer journey

78%of customers abandon before completing their online purchase (2017)

online marketing - wordpress.com · marketing funnel zero moment of truth use search to uncover and...

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