Keeping up with digital consumer. Considering fast changes in fields of digital marketing and its influence on the consumers, we are facing a challenge to adapt digital campaigns to the decision making process (Consumer Decision Journey). We will focus on the processes behind decision making and learn to create our digital strategies in a way to follow every single step of the consumers decision making process.

1. Karmen Krumpestar
Andraž Štalec

4. CONSUMERS
Consumer behaviour has changed

5. SEARCH FOR INFORMATION
97 % of internet users use search engines
in search for information

6. DIVERSITY
10.600 different keywords are used by users
to access single website

7. MULTI DEVICE
Each day we use 4 or more devices to access content online

8. MOBILE
10 % of website visits are made from mobile devices

9. MULTI CHANNEL
70 % of website visitors visit websites over 2 or more
different sources

10. MULTI SOURCE
10 different information sources are used by average
online user before completing the purchase

11. Visitors behaviour on websites 2012 vs 2011
TIME ON SITE
PAGEVIEWS PER VISIT
-10%
-1:15

12. How do we
RESEARCH?
Online research
Offline research
Online & offline research

13. Where do we
BUY?

14. ROPO EFFECT
by industry

15. INCENTIVE FOR THE PURCHASE
45 % of purchase processes begin online

16. ROPO
Internet is the most important information source.
Majority of the purchases happen offline.

17. LENGHT
of purchase process

18. 80 % OF CONVERSION
PATHS INCLUDE
MORE THAN 1 DIGITAL CHANNEL

19. EACH BUYER IS DIFFERENT
3.703 different conversion paths on average

20. HOW TO CATCH A DIGITAL
CONSUMER?
Another approach to use of digital channels
Google Confidential and Proprietary

21. People don‘t buy WHAT you do, they buy WHY
you do it.

22. Stimulus
First
Moment
of Truth
Second
Moment
of Truth

23. Stimulus
First
Moment
of Truth
Pre-shopping |
In-store | In-home
At shelf
In-store
Second
Moment
of Truth
Experience

24. CONSUMER DECISION JOURNEY
EVALUATE
BUY
CONSIDER
BOND
ADVOCATE
EXPERIENCE

25. SUCCESS RATE
Only 4,52 % of website visitors start a purchase process

26. ONLY 36 % OF VISITORS
WHO START PURCHASE PROCESS
ALSO FINISH IT

27. How do buyers
BEHAVE
1
59 % OF VISITORS
2
19 % OF VISITORS
3
51 % OF TRANSACTIONS
4
36 % OF PURCHASE CYCLES
visit webiste more than once before they purchase
visit webiste more than 5 times before they purchase
happen within a day
last more than 7 days

28. MA JORITY OF „LAST CLICK“ CONVERSIONS ARE MADE
VIA BRANDED TRAFFIC
BUT
OTHER CHANNELS LIKE NON-BRANDED TRAFFIC,
SOCIAL MEDIA AND DISPLAY NETWORK
PLAY CRUCIAL ROLE
AS ASSISTED CONVERSIONS

29. Assisted conversions ratio
Display
2,92
Social
1,72
Paid generic
2,40
Organic generic
1,23

30. 64 % OF CONVERSION PATHS
INCLUDE NON-BRANDED TRAFFIC

31. ADAPTING THE CONTENT
What if the user is not ready to buy?

32. BIGBANG.SI
info portal
1
2.486 %
2
22.000
3
13.000
4
37 %
increase in traffic
video views per month
articles are read each month
bounce rate

33. PRINTINK.SI
search engine positions
1
128 %
2
477 %
3
6,51 %
increase in organic longtail traffic
increase in num. of transactions (longtail)
conversion rate (longtail)

34. ADAPTING THE MARKETING
What is our goal?

35. Marketing focus
?
DISPLAY
?
SEO
SEE
?
SEO
SEARCH ADS
FACEBOOK ADS
THINK
DO

36. ?
IS THIS REALLY OUR GOAL?
?
ARE CAMPAIGN CREATIVE
, TARGETING AND CONTENT IN LINE
WITH OUR GOALS?
?
Marketing focus
CAN WE USE DISPLAY ADVERTISING
IN OTHER PHASES?
DISPLAY
SEE
THINK
DO

37. Marketing focus
EMAIL
EMAIL
FACEBOOK ADS
FACEBOOK ADS
SEO
SEO
SEARCH ADS
SEARCH ADS
DISPLAY
DISPLAY
DISPLAY
SEE
THINK
DO
FACEBOOK ADS
SOCIAL
SEO

38. PRINTINK.SI
Google AdWords
1
70 %
2
50 %
3
50 %
4
992 %
increase in sales
lower CPA
higher CR
ROI

39. ADAPTING THE METRICS
Selecting appropriate KPIs

40. Aligning KPIs with goals
Conversions
SEARCH ADS
SEE
SEARCH ADS
THINK
DO

41. How to select appropriate metrics?
Brand Search
Reach & Frequency
Leads
Engagement
Page Depth
Revenue
Conversion Rate
SEE
THINK
DO

42. Macro vs micro conversions
Goal: purchase
Start of the purchase process

43. What to
MEASURE
MICRO
1
2
SALES
WISHLIST
4
1
NEWSLETTER SIGN-UP
3
MACRO
PAGEVIEW PER PRODUCT
COMMENTS AND REVIEWS
5
VERIFY STOCK
6
ADD TO BASKET

44. MultiChannel
CUSTOM CHANNEL GROUPING

45. TENISICE.HR
Conversion optimization
1
135 %
2
26 %
3
14,42
4
45 %
increase in CR
bounce rate
pageviews per visit
increase in number of transactions

46. Where is the trick?
ADVANCED
ANALYTICS
ADVANCED
GOOGLE
ADWORDS
MANAGEMENT
OPTIMIZATION
OF ALL DIGITAL
CHANNELS

47. Where are the benefits?
BETTER
UNDERSTANDIN
G OF USER
BEHAIVOR
TARGETED
ADVERTISING
THROUGHOUT
THE CDJ
BETTER
PERFORMANCE
AND BETTER ROI

48. THEY
LEAD
WE
ADAPT

49. What happens? (october 2013 vs october 2012)
+745 %
+10 %
+97 %
+722 %
+133 %
+1195 %
+50 %
Income
Visits
CR
Per Visit Value
Transacions
Revenue per click
Margin

50. Hvala
info@red-orbit.com
Red Orbit, Jožeta Jame 12,1000 Ljubljana, Slovenia
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