prodata forumaften feb. 2015
TRANSCRIPT
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Prodata Forumaften
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1996 - Frontpage
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1997 – Portalkulturen
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1998 – Communities og Chat
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1999 – Datingsites - år 2000 sikkerhed
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2000 – Intranet
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2001-banner
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2003 - tip en ven
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2004- (video)chat
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2005 - Second life
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2006 - Myspace
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2007 – RSS & SEO
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2008 – Blogs og Web 2.0
• Brugergeneret indhold (Wikipedia)• Ratings• Open source• Kommentarer• Firmabloggen
(frontløberen for content marketing)
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2009 – Online Magazines
iPaper
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2010 – Social media
Paid owned Earned
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2011 – Semantisk web
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2011 – Semantisk web
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2012 – Mobile app
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2013 – Big data & Brugerinvolvering
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2014 – Content is king
Godt for SEOGodt for din bounce rateGodt for loyalitetGodt til at spredes på sociale medierLængere holdbarhedInteraktivtFlere email permissions
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Trends 2015 – 5 bud
• 360 graders tracking Omni-channel • MarketingROIsystemer• Fra content marketing til interaktive tools og blivende
indhold.• Internet of things• Mobile pay i shops• Opkøb af små teknologivirksomheder.
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Trends 2016 – 2021
• Digitale penge som bitcoins• Fra social media til Lifestreaming• Hypertargeting
(1-1 før, under og efter transaktioner)• Personlighedsdesignere
(AI bliver til Artificial personalities)• Augmentet realities
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Lige nu
Græshoppesværme• Nye medier• Nye platforme• Nye sociale tjenester• Nye devices• Nye computere
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Adwords-konsulenten anno 2015
Ikke for de kreative• Datadreven maksimering / keywordsgenerering• Bidding engines• Tracking og ROI
Adword er mere end blot SEM, nu også • Bannere (GDN)• Dynamisk styring mod produktkatalog
SEM er mere end blog AdwordsFlere og flere søgemaskiner
Internationalisering• Fordi det er muligt• Sprogkompetencer
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Adwords-konsulenten anno 2015
KerneordLedigeJobStillingerLedige jobLedige stillingerJobannoncerLedige jobsJobopslagArbejde
GeografiHvidovreKøbenhavnHerlevSkagenRøndeSønderjyllandAvedøreBrabrand
KompetencerSEOUXProjektledelseSvejsning
BrancherReklamebranchenModebranchenDambrug
BrancherReklamebranchenModebranchenDambrug
Alt det andetCV-skabelonAnsøgningseksempel
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Adwords-konsulenten anno 2015
Bidding engines
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Adwords-konsulenten anno 2015
Tracking• Fejlkilder• Først og sidste klik• Lag-time
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Adwords-konsulenten anno 2015
Ikke for de kreative• Datadreven maksimering / keywordsgenerering• Bidding engines• Tracking og ROI
Adword er mere end blot SEM, nu også • Bannere (GDN)• Dynamisk styring mod produktkatalog
SEM er mere end blog Adwords• Flere og flere søgemaskiner
Internationalisering• Fordi det er muligt• Sprogkompetencer
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Adwords-konsulenten anno 2015
Youtube, Linkedin, Gmail, Yahoo/Bing, Bloglovin, Pinterest, Appstore, Instagram og Facebook.
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Adwords-konsulenten anno 2015
Ikke for de kreative• Datadreven maksimering / keywordsgenerering• Bidding engines• Tracking og ROI
Adword er mere end blot SEM, nu også • Bannere (GDN)• Dynamisk styring mod produktkatalog
SEM er mere end blog AdwordsFlere og flere søgemaskiner
Internationalisering• Fordi det er muligt• Sprogkompetencer
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SEO-konsulenten anno 2015
SEO definitionSEO handler om at få Google til at kæde et søgeord sammen med en URL.SEO hemmeligheden10% teknik30% tekst60% links
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SEO-konsulenten anno 2015
SEO er forretningskritisk• SEO er stadig ikke udnyttet mange steder• Ingen ledere ved noget om det• De små bliver store
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SEO-konsulenten anno 2015
Det bliver ikke mindre nørdet eller mindre langhåret. • Teknikken kan drille og årsagerne er mange• Platformskifte / domæneskift• Duplicate content• Linkprofiler• Flere tools og plug-ins end nogensinde før• Platformafhængigt• Mere og mere specialiseret = højere lønninger
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SEO-konsulenten anno 2015
Black-hat• Blog-netværk• Spundne tekster• Tier 2• Bit-flipping• Overtagelse af gamle domæner / scrapping• Anti-SEO (304 redirect, overclocking, CTR-devaluering)
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SEO-konsulenten anno 2015
De nyeste trends• CTR juice - http://crowdsearch.me/ • Content is king - Slankekur• Meta-data og struktureret opskrivning
(produktdata, author, geografiske data)• Going local• Mobiloptimering• Bing rører på sig – har overhalet google.com i flere lande.
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SEO-konsulenten anno 2015
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SEO-konsulenten anno 2015
De nyeste trends• CTR juice - http://crowdsearch.me/ • Content is king - Slankekur• Meta-data og struktureret opskrivning
(produktdata, author, geografiske data)• Going local• Mobiloptimering (Lav ALDRIG et mobilsite)• Bing rører på sig – har overhalet google.com i flere lande.
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SEO-konsulenten anno 2015
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Banner / targeting 2015
• Retargeting• 1-1 bannere og CRM data• Bannernetværkenes data• Twins• Pretargeting - algoritmer• Cooking er en krog i brugeren og kan
værdisættes ligesom en email permission (3rd party cookiestuffing)
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Banner / targeting 2015
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Banner / targeting 2015
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Banner / targeting 2015
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Banner / targeting 2015
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Banner / targeting 2015
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Banner / targeting 2015
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Banner / targeting 2015
• Retargeting• 1-1 bannere og CRM data• Bannernetværkenes data• Twins• Pretargeting - algoritmer• Cookies
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Banner / targeting 2015
Twins - algoritmerPretargeting
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CookiesVærdi3rd party Cookie stuffing
Banner / targeting 2015
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Re/pre-targetingbannereAdfærdsdata fra bannernetværkene3rd party Cookie stuffing= Big data på EPO
Banner / targeting 2015
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Digital Salgsoptimering
Et modelune af Buzzwords:• Brugervenlighed• Usability• Interaktionsdesign• Informationsarkitekt• UX• CRO
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Digital Salgsoptimering
Optimering sker gennem:• Test-driven approach• Data-driven approach• User-driven approach• Heuristics-driven approach
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Digital Salgsoptimering
Designværktøjer
Vis eksempel DiBa
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Digital Salgsoptimering
Testværktøjer
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Digital Salgsoptimering
Tracking tools
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Digital Salgsoptimering
Andre tools
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Digital Salgsoptimering
User-driven approach
Analyse – design - evaluering
• Testlaboratorie Vs. Test på gangen• Test på den rigtige målgruppe Vs. Test på dine kollegaer• Test selv Vs. Test foretaget af bureau• Hvor mange tests?
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Digital Salgsoptimering
Heuritistikker
Jakob Nielsen Brugsglæde - Nytteværdi - Effektivitet
Når det virker Vs. Når det ikke virker
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Digital Salgsoptimering
Effektivitet - Grænsefladefriktion• Inkonsistens• Overblik• Navigationsstruktur• Besværlig navigation• Tilgængelighed• Understøt regelmæssige brugere• Giv informativ feedback• Afslut ordentligt• Fortrydelsesmuligheder• Giv brugerne kontrollen• Undgå overlast af korttidshukommelsen - understøt chunking• Døde links
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Digital Salgsoptimering
Relevans/nytteværdi/formål/målgruppe/sprog• Uden formål• Uden for målgruppe• Forkert formål• Manglende information om funktion• Unødvendig handling• Unødvendig information• Forkert timing af handling• Forkert timing af information• Manglende information• Dårlig kommunikation• Virker kun for bestemte brugere (kan eksempelvis ikke anvendes af blinde)
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Digital Salgsoptimering
Brugsglæde/oplevelse/pleasurebility• Psycho - nydelser• Socio - nydelser• Ideo - nydelser• Physio - Synssansen - Uæstetisk - Svært at læse - forvirrende animationer
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Fremtidens online marketing
Teknologien flytter ind – Data fra 100 kilder - DatawarehouseSoMe – Flere og klogere fravalg. Platformene finder plads i hver sin niche.Emailen – big data – marketing automation – auto responders.Content marketing – tænke i længere levetid.
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Kompetenceudvikling
• A.I. – Kunstig salgsmodellering• 360 graders forståelse• Teknologisk indsigt• Samarbejder mellem produkt og marketing• Fuldautomatisering og vedligeholdelsesfrihed• Datawarehouse og CRM
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Hvis alt går galt
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Kontakt mig
Har du spørgsmål eller ønsker at få rådgivning.
Kig forbi [email protected] Tlf. 2199 5767
Eller fang mig via din Prodata konsulent