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Customer engagement and analytics
- 1. MarkITing: Integrating IT in Marketing The Cloud: The Landing Page: Analytics Data Base Server The Where The How The Understanding SEO WOM Track Origin Relevant Social Media Call To EMAIL Action Cookies TARGETED ADS Navigable Behaviors PARTNER Interest SITES SITE Info AIDA CONTENT LINKS Analyze Results and RE-Develop Online Strategy
- 2. THE CLOUD: Providing the right path SEO SOCIAL MEDIA EMAIL TARGETED ADS INBOUND/OUTBOUND LINKS GOOGLE LOCAL SITE CONTENT PARTNER SITES AFFILIATE MARKETING
- 3. The Landing Page: Providing the right page • Relevant • Call To Action ? • Navigable • Interest • Info Creating more questions or creating more solutions
- 4. The Landing Page: Deliver the right solutions • Relevant Engaging visitors? • Call To Action Increasing sales? • Navigable Opening minds? • Interest Maneuvering easily? Providing • Info answers? Creating more questions or creating more solutions
- 5. Analytics: Discover the even better solution Monitor activity and analyze SEO SOCIAL MEDIA EMAIL TARGETED ADS INBOUND/OUTBOUND LINKS GOOGLE LOCAL SITE CONTENT PARTNER SITES context and AFFILIATE MARKETING relevance emotional and engaging behavior and Redefine what is navigation communicated online
Notas del editor
- Does every enterprise have a full understanding of its digital marketing strategy?From start to finish, does every organization have a stake in its ROI? More importantly, its outcome? Its incoming cash flow?It starts from strategy, goes to implementation, and then to analytics.And it requires Marketing, and Sales, and IT. Hand in hand in hand.DISCUSSION:Marketing: Here is how we see our target market, here's how we want to engage them, and we want it to be consistent across all channels.Sales: It has to meet our goals; understand and follow consumer sales cycles (AIDA); and deliver legitimate leads.IT: Show me your criteria for web page layout; SM and BLOG links and their subsequent landing pages; and relevant keywords and content for visitors.Collaboration and understanding of goals and needs are key. Then, an understanding of each others language in developing the page layout, navigation, customer discussion; opt-in, and potential purchase optimizes the opportunity of delivering the customers desired outcome engagement; return visit; customer sharing; satisfaction.Bottom line: it is a TEAM effort across organizations: Marketing – Sales – IT. By engaging IT in the Marketing Strategy, the online channel becomes more effective and profitable.
- Plenty of places to get it done…Are these channels in play? Are you engaging customers and encouraging conversation?Is the message consistent across ALL channels both Online and OFFline?It can be as intimate or professional as you see fits the brand.Are these channels delivering traffic to your site?Are they creating calls-to-action?Can Marketing communicate the brand’s marketing message to IT? Can IT take these marketing message and deliver it to these channels in a way that will engage and encourage promotion?
- It is imperative that the online channels (Fan Pages, Blogs, emails) deliver the consumer to the proper page.What are they here for?Are landing pages built to be relevant to the clicks from which they arrive?Delivering relevant landing pages is all about context.Does the originating site and subsequent landing page bring consumers to think:Is the click worth: a purchase?Is the click worth: more info?Is the click worth: should I opt-in?Does it take your customer to the next step? Does it move them down the sales funnel or along the sales cycle to decision making?Your analysis and planning at the top of the sales funnel needs to place links strategically that create a consumers feeling and need to click. A need to want more info. A need to purchase. Your subsequent landing page needs to be relevant to that click. It needs to bring that potential new customer to a “happy place”. A page that will cultivate more clicks, a purchase, and hopefully additional WOM or sharing online that leads to exponential traffic to your site. In short, the landing page needs to generate some sort of action or reaction which in turn will cultivate discussion, sharing and return visitors.
- KEEP or Delete (slide 3 or four)
- In the end, a properly designed data base (software, hardware and connected network) should act as the brain of the online marketing strategy.It should also be a reflection of your visitors online brain (or persona).All of their actions – or non-actions – should be stored here in this wonderful digital brain.That’s is what analytics is all about. Collection, accumulation, evaluate, and then help draw conclusions. From where did they arrive?Was their visit long or short? Did they visit multiple pages?At what phase of the sales cycle is your visitor in?Did they leave abruptly or leave their shopping cart behind? …to name a few answers.Your analytics data base software should help determine what is working for you and your brand online.Your analytics data base software should help you understand what is working and what is not.Are your ads, blogs, content, or SM outlets creating interest, discussion, and engagement?Delivering ads on the web, or content on blogs and SM is all about context. Am I delivering a message that resonates?Delivering the pertinent message, info or ad to the proper, interested, and targeted online persona is the key to return traffic and engagement.In the end, your Marketing and IT strategy needs to merge. They need to understand each other and collaborate. And in the end cultivate sales.