dgm | Online Retailer Expo Sydney 2012 | Chris Garner
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We have all read the news, we all know the facts on how fast the ecommerce industry is growing, and we all know how much Australians' spend online is growing every year. Let’s dig deeper around what are the successful digital strategies being deployed in the online marketing industry to power this phenomenal revolution. We will show you the inside story on which clients are making it look easy. We will show you the levers that can be pulled to influence the flow of the customer journey. These levers can increase conversion and lifetime value, and decrease wastage of your marketing dollars. We will show you practical ways that you can use these proven ideas in your business, to help garner incremental customers cost effectively.
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dgm | Online Retailer Expo Sydney 2012 | Chris Garner
- 1. Chris.garner Twitter.com/ BRANDED INTRO SLIDE @dgm- cgarner2000 au.com • Who we are • What we cover • Case studies what www.dgm- Come visit do they cover au.com us: Stand 1538 • Quick snapshot
- 2. What we do? Search Engine Marketing Affiliate Marketing Search Engine Optimisation Website Analytics Ad Serving Solutions Data analysis Conversion optimisation
- 5. 25%
- 6. Smaller brands
- 11. Media >> Conversion >> CRM What you going to get in the next 20 mins 11
- 12. Media >> Conversion >> CRM Deliver amazing ROAS and sales from Media? 12
- 13. Media >> Conversion >> CRM Deliver How amazing conversion ROAS and optimisation sales from can increase Media? results? 13
- 14. Media >> Conversion >> CRM Deliver How How to amazing conversion reduce ROAS and optimisation shopping cart sales from can increase abandonment ? Media? results? 14
- 15. Media >> Conversion >> CRM
- 17. Media Conversion >> CRM 17
- 18. Media >> Conversion >> CRM Source: Marketmotive 2010
- 19. Media >> Conversion >> CRM
- 20. $AU 2.772 Billion up from $AU 2.353 Billion Source: IAB / PwC Online Adspend 2012 Market FY2011/12
- 21. Media >> Conversion >>
- 22. 22
- 23. 23
- 32. 32
- 38. Amazon – Continual Improvement Late 90s Early 2000’s Mid 2000’s Late 2000’s Today
- 39. Optimisation Progression • Reliable • On-line Surveys • A/B/n testing • Multivariate • Content Targeting • Automated infrastructure Testing Optimisation • Usability labs • Targeting offers and • You know what • Know what your services relevant to • Optimal your audience audience WANTS segment experience DID (analytics) to do and WHY for every interaction • Across all channels and media
- 41. The False Promise of Conversion Management
- 43. Discovery
- 44. Analytics Survey Eye Tracking
- 45. Analytics Survey Eye Insight Tracking
- 47. 20% bounce rate
- 52. Below the fold
- 53. Banner blindness
- 55. Created ABn Test with 3 different variables
- 59. 98% certain to beat the control
- 61. 61
- 63. 47% High Shipping Costs 63
- 64. 24% of Payment Options 64
- 65. 27% looking for Coupons 65
- 66. 26% Shop Offline 66
- 68. HOW DOES IT WORK We provide you with 3 We’ll create and customize Analyze the results and lines of java script to place a campaign specifically for watch our tool return up on your pages (it’s as your brand. With full client to 23% of your abandoned simple as copy and paste) approval. orders
- 69. Customer service User browses User goes to guest led site and adds Checkout One hour elapses Email sent to guest product and leaves Confirmation is checkout into checkout email address Never reached email address
- 71. Media >> Conversion >> CRM 71
- 76. 17% conversion
- 77. $66 ROAS
- 81. 81
- 82. Media >> 82
- 83. $AU 2.772 Billion up from $AU 2.353 Billion Source: IAB / PwC Online Adspend 2012 Market FY2011/12
- 84. $AU 2.772B market in FY11/12 An increase of 17.8% YoY Source: IAB / PwC Online Adspend 2012
- 86. Online consumer retail market value AUD $10.5BN AUD $102BN AUD $200BN Source: 2012 eConsultancy Internet Statistics Compendium / Boston Consulting Group / Wall Street Journal / NAB Online Retail Sales Index
- 87. Digital consumer spend per capita AUD $729 pa AUD $2454 pa AUD $1046 pa Source: 2012 eConsultancy Internet Statistics Compendium Source: Australian Bureau of Statistics , Wikipedia
- 88. 2011/12 IAB online Ad expenditure AUD $3.4 BN AUD $7.65BN AUD $31.3BN Source: IAB USA / UK / Australia PwC 2012 report
- 89. IAB advertising spend per capita AUD $232.7 pa AUD $184.1 pa AUD $163.7 pa Source: IAB USA / UK / Australia PwC 2012 report
- 90. Finally the ROAS AUD $3.13 AUD $13.3 AUD $6.4 Source: 2012 eConsultancy Internet Statistics Compendium Source: Australian Bureau of Statistics , Wikipedia
- 91. Media >> 91
- 93. High Low High ROI
- 94. High Low High ROI
- 95. Brands not appearing on page 1 for high converting KWs
- 96. Use affiliate ads to generate consumer traffic and pay only for conversions http://en.wikipedia.org/wiki/Affiliate_network
- 99. 2 years Market share of the years $100+M
- 100. Market share of the years $100+M Affiliate c20%
- 101. ROAS by channel Search $10.13 Affiliate $20.00 Display $1.80 Social Media $0.70 • Affiliate is 800% more cost effective than Display • Affiliate is 35% more cost effective than Search
- 103. Loyalty User Reviews Comparison Coupons
- 104. Use affiliates for pre selling to the customer 104
- 105. “ Use affiliates for pre selling to the customer 105
- 106. “ Use affiliates for pre selling to the customer 106
- 108. Types of Affiliate Marketing • The most widely used types of Affiliate Marketing are Comparison and Content. 70% 60% 63% 50% 53% 40% 30% 20% 29% 27% 22% 10% 18% 17% 0% Q14. Which of the following Affiliate Marketing types do you work with? Base n=90
- 109. Length of Time Engaged in Affiliate Marketing • Half of all those surveyed have been engaged in Affiliate Marketing in Australia for three years or less. 40% 35% 38% 30% 25% 26% 20% 15% 10% 12% 12% 12% 5% 0% Under a year Between 1-3 Between 4-5 Between 6-8 Over 8 years years years years Q15 How long has your agency/company engaged in Affiliate Marketing in Australia? Base n=90
- 110. Barriers to Engaging in Affiliate Marketing • Among those who don’t engage in Affiliate Marketing, the biggest barrier to doing so is a lack of awareness or education on the subject Internal education/ what is affiliate 37% marketing? Budget restrictions 26% Resource restrictions 21% Our product suite does not suit the 21% channel Other 21% 0% 5% 10% 15% 20% 25% 30% 35% 40% Q6. You said you did not engage in Affiliate Marketing, what do you think Base n=19 (small sample) are your main barriers?
- 111. Media >> Conversion >> CRM 111
- 112. Guarantees SEO and Affiliate marketing deliver high ROAS compared to paid search and display Place email capture on page one of the cart / application Implement a cycle of test, learn and improve for conversion
- 114. Chris.garner Twitter.com/ BRANDED INTRO SLIDE @dgm- cgarner2000 au.com • Who we are • What we cover • Case studies what www.dgm- Come visit do they cover au.com us: Stand 1538 • Quick snapshot
Notas del editor
- dgm is a company that is focussed on performance, we offer affiliate marketing, paid search, seo, mvt. And today we are going to cover, dgm offers marketing solutions across single or multiple channels – including search engine marketing, affiliate marketing and display marketing, with a clear focus on performance and return on investment.
- it’s conversions—not views, follows, fans, retweets, likes, or diggs—that measure real success.
- it’s conversions—not views, follows, fans, retweets, likes, or diggs—that measure real success.
- Designer?Developer?Committee?CEO?The board?User Accessible TestingWalled Garden
- There are very few solutions available to online marketers that deliver absolute clarity that all developments to the website are delivering proven lifts in conversion rates and strong insight as to why. “The marketing ROIs are transparent and huge and once a „test and improve‟ culture is embedded within an online marketing group it is permanent. More and more PPC and SEO spend will transition to this sector with an increased ROI.” Tim Brown, CEO, Maxymiser
- To fully benefit from MVT and execute a successful strategy, testing needs to become a part of every company‟s marketing culture, not just a one-off experiment. Audiences are constantly shifting and their behavior is changing every day, so testing should be an ongoing process, part of a complete optimization cycle. While most organizations find it difficult to cultivate a culture of continuous testing, they are increasingly taking steps in this direction by setting aside a portion of their budgets for testing and involving more business units.
- Effective mind map of user behaviour011 update on vision and importance of technologyAccording to founder and CEO, Jeff Bezos, technology is very important to supporting this focus on the customer. In their 2010 Annual Report (Amazon, 2011) he said:“Look inside a current textbook on software architecture, and you’ll find few patterns that we don’t apply at Amazon. We use high-performance transactions systems, complex rendering and object caching, workflow and queuing systems, business intelligence and data analytics, machine learning and pattern recognition, neural networks and probabilistic decision making, and a wide variety of other techniques. And while many of our systems are based on the latest in computer science research, this often hasn’t been sufficient: our architects and engineers have had to advance research in directions that no academic had yet taken. Many of the problems we face have no textbook solutions, and so we — happily — invent new approaches”… All the effort we put into technology might not matter that much if we kept technology off to the side in some sort of R&D department, but we don’t take that approach. Technology infuses all of our teams, all of our processes, our decision-making, and our approach to innovation in each of our businesses. It is deeply integrated into everything we do”.We’ve already had a glimpse of the power of recommendations to sway viewing with Netflix (NSDQ: NFLX). Around 60% of Netflix rentals are a result of algorithmically generated recommendations. Another example is Amazon (NSDQ: AMZN). Their recommendations - like “others who bought this also bought” - are incredibly compelling, and in recent years have accounted for between 20 and 30% of their sales.
- Jeff BezosTechnology infuses all of our teams, all of our processes, our decision-making, and our approach to innovation in each of our businesses. It is deeply integrated into everything we do”.the key is knowing the roles required to support MVT and having these in place. Typical roles include that of a designer, developer and someone to oversee the MVT program. If you‟re completely new to this, consider a managed service to get you up and running whilst you work out whether it is more cost effective to run this in-house and the roles you need for your company. “Getting this right is the most important part of making MVT work. It is not a set once and forget machine which churns out improvements, it needs someone that understands your business, working with designers and coders that can make this a reality. Assuming MVT then takes off it will become the foundation of a lot of your site improvement projects and will therefore need a sufficient level of internal support” DepeshMandalia, Senior Marketing Manager - Personalization & MVT, Tesco Plug in technology One touch deployment to implement than OmnitureDelivering results in real timeScalable functionality50.1% of online shoppers place items in their shopping cart do not complete the purchase (Core Metrics “Core Metrics Benchmark Industry Report” March 2009)40% of companies don’t have anyone responsible for conversionTechnology alleviates subjectivity and guess work thus minimising the risk of losing customers right the way through the web site funnel
- “The technology is only as smart as the information it can be given. To use it to its full potential, it needs to be integrated with other systems and across site, so that this can be fed into the decision-making layer. This can take some leg work. “But once you start a proper program of testing and optimization, though, the potential is almost endless, assuming you have decent traffic volumes.” Sandra White, Head of Optimization, FT “Here‟s a list of other common mistakes to avoid: Common Mistake 1: Launching a re-design of key pages without monitoring the effect on conversions. Common Mistake 2: Using guesswork to decide which pages to focus your efforts on. Instead, you should be using analytics. Common Mistake 3: Assuming you‟ll get the best results by testing millions of variations of your pages. Common Mistake 4: Designing tests that don‟t teach you anything. Common Mistake 5: Designing tests that have the wrong goals – for example ignoring offline orders or measuring click-throughs. For most businesses, the main goal is to maximize the profit-per-visitor.” Dr. Karl Blanks, Conversion Rate Experts
- Analytics is mechanical how the user navigates around the sightSurvey is attitudinal and is subjectively about sentiment and feeling Eye tracking is behavioural and is based on our eyes response visual stimulationsignals
- Analytics is mechanical how the user navigates around the sightSurvey is attitudinal and is subjectively about sentiment and feeling Eye tracking is behavioural and is based on our eyes response visual stimulationsignals
- Content a key strength but at the same time breadth, depth and timeliness of content the common criticism.Moving with the times. Advertise the full portfolio of services so that more people are aware of what Consumer doesLess cluttered home pageMore info on what is coming upFewer pics, use tabs and dropdown boxes and avoid scrolling
- How good would this be
- PayPal released a survey (conducted by comScore) just 6 months ago which revealed that …45% of online shoppers have abandoned their carts multiple times in the past three weeks
- it’s conversions—not views, follows, fans, retweets, likes, or diggs—that measure real success.
- In Australia the total retail spend is said to be worth around $240BN per annumCommonwealth Bank's Global Markets Research analysts have produced the most accurate account of this industry to date.From this information source, it is reasonable for them to extrapolate both the size and the shape of the online retail industry.Based on this information, the analysts, headed by Andrew McLennan, have deduced we spent $9.5 billion online last year - which equates to 3.8 per cent of total retail spending and 5.2 per cent of discretionary spending.If consumer spending patterns were static, these numbers would be troubling but not life-threatening to the established bricks-and-mortar shop owners.So online represents about 5% of our annual retail spendDeloitte's report calculates that the internet economy's $50 billion size was half of the powerhouse mining sector's contribution to GDP last year, and just $3 billion less than the retail sector's share.Read more: http://www.smh.com.au/business/booming-internet-hits-80-billion-20110802-1i9zn.html#ixzz1VwfUlVrp The productivity gains alone that Australian businesses get from the Internet are estimated to boost GDP by around $27 billion in 2011Commenting on Commonwealth Bank's Global Markets research report showing Australian consumers spent 9.5 billion online last yearRead more: http://www.benzinga.com/pressreleases/11/07/p1819200/online-shopping-boom-a-boon-for-smart-retailers-as-competition-increase#ixzz1VwgujNgQ1 According to comScore, the value of US e-commerce sales in 2010 was $228 billion (February 2011). 2 According to the IMRG Capgemini e-Retail Sales Index published in January 2011, £58.5 billion were spent online in the UK in 2010. USA 245M adults between 15+
- In Australia the total retail spend is said to be worth around $240BN per annumCommonwealth Bank's Global Markets Research analysts have produced the most accurate account of this industry to date.From this information source, it is reasonable for them to extrapolate both the size and the shape of the online retail industry.Based on this information, the analysts, headed by Andrew McLennan, have deduced we spent $9.5 billion online last year - which equates to 3.8 per cent of total retail spending and 5.2 per cent of discretionary spending.If consumer spending patterns were static, these numbers would be troubling but not life-threatening to the established bricks-and-mortar shop owners.So online represents about 5% of our annual retail spendDeloitte's report calculates that the internet economy's $50 billion size was half of the powerhouse mining sector's contribution to GDP last year, and just $3 billion less than the retail sector's share.Read more: http://www.smh.com.au/business/booming-internet-hits-80-billion-20110802-1i9zn.html#ixzz1VwfUlVrp The productivity gains alone that Australian businesses get from the Internet are estimated to boost GDP by around $27 billion in 2011Commenting on Commonwealth Bank's Global Markets research report showing Australian consumers spent 9.5 billion online last yearRead more: http://www.benzinga.com/pressreleases/11/07/p1819200/online-shopping-boom-a-boon-for-smart-retailers-as-competition-increase#ixzz1VwgujNgQ1 According to comScore, the value of US e-commerce sales in 2010 was $228 billion (February 2011). 2 According to the IMRG Capgemini e-Retail Sales Index published in January 2011, £58.5 billion were spent online in the UK in 2010. USA 245M adults between 15+
- 'Australians will each spend more than an estimated $600 online in 2011, compared with $536 in 2010,'' PricewaterhouseCoopers' global retail and consumer advisory leader, Stuart Harker, said.Read more: http://www.smh.com.au/business/as-stores-close-doors-consumers-open-wallets-on-internet-20110725-1hx57.html#ixzz1W2Gq4JgP
- Adult population http://www.wolframalpha.comUSA 191.2MUK 41.55M AU 14.61M
- Australian ROAS 3.13UK ROAS 13.33USA ROAS 6.4
- Affiliate networks are the binding agent between many websites and advertisers tracking sales being purchased and paying affiliates a share of the sale.
- Anatomy of a perfect affiliate campaign
- Last two years of data from a campaign of over 5 years
- Last two years of data from a campaign of over 5 years
- http://nielsen.com/us/en/insights/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.htmlWord of mouth 92Online Consumer reviews 70TV / Magazine / Newspaper 47Magazine 24The findings of this year’s Local Consumer Review Survey (2012) show a positive shift in consumer trust and appreciation of online reviews.Nielsen’s Global Trust in Advertising Survey of more than 28,000 Internet respondents in 56 countries shows that while nearly half (47%) of consumers around the world say they trust paid television, magazine and newspaper ads, confidence declined by 24 percent, 20 percent and 25 percent respectively since 2009. Still, the majority of advertising dollars are spent on traditional or paid media, such as television. In 2011, overall global ad spend saw a seven percent increase over 2010, according to Nielsen’s most recent Global AdView Pulse. This growth in spend was driven by a nearly 10 percent increase in television advertising, with countries, including the U.S. and China, attracting more advertising dollars versus the year prior.“While brand marketers increasingly seek to deploy more effective advertising strategies, Nielsen’s survey shows that the continued proliferation of media messages may be impacting how well they resonate with their intended audiences on various platforms,” said Randall Beard, global head, Advertiser Solutions at Nielsen. “Although television advertising will remain a primary way marketers connect with audiences due to its unmatched reach compared to other media, consumers around the world continue to see recommendations from friends and online consumer opinions as by far the most credible. As a result, successful brand advertisers will seek ways to better connect with consumers and leverage their goodwill in the form of consumer feedback and experiences.”Nielsen’s survey shows that 58 percent of global online consumers trust “owned media,” such as messages on company websites, and 50 percent find content in emails they consented to receive to be credible.Forty percent of global respondents find product placements in TV programs to be credible, while 42 percent trust radio ads and 41 percent trust pre-movie cinema messages.Trust in Online AdsThirty-six percent of global online consumers report trust in online video ads, and 33 percent believe messages in online banner ads, up from 26 percent in 2007. Ads viewed in search engine results are trusted by 40 percent of global respondents in Nielsen’s survey, up from 34 percent in 2007. Sponsored ads on social networking sites are deemed credible by 36 percent of global respondents.“The growth in trust for online search and display ads over the past four years should give marketers increased confidence in putting more of their ad dollars into this medium,” said Beard. “Many companies are already increasing their paid advertising activity on social networking sites, in part due to the high level of trust consumers place in friends’ recommendations and online opinions. Brands should be watching this emerging
- http://www.affiliates4u.com/news/2012/07/true-value-add-affiliate-marketing-advertisers/ The same was said for the impact on brand reputation & loyalty. The results showed that it does not hurt your brand reputation by being seen on multiple websites within the affiliate channel. In fact, the results flipped perception and stated that by failing to reach out to customers within the affiliate channel is more likely to damage your brand. A reassuring message for advertisers adopting the channel for the first time as well as the future of Performance Marketing as a whole.
- http://www.affiliates4u.com/news/2012/07/true-value-add-affiliate-marketing-advertisers/ The same was said for the impact on brand reputation & loyalty. The results showed that it does not hurt your brand reputation by being seen on multiple websites within the affiliate channel. In fact, the results flipped perception and stated that by failing to reach out to customers within the affiliate channel is more likely to damage your brand. A reassuring message for advertisers adopting the channel for the first time as well as the future of Performance Marketing as a whole.
- dgm is a company that is focussed on performance, we offer affiliate marketing, paid search, seo, mvt. And today we are going to cover, dgm offers marketing solutions across single or multiple channels – including search engine marketing, affiliate marketing and display marketing, with a clear focus on performance and return on investment.