top 3 megatrends altering the multifamily · 2018-02-14 · influencer marketing. current state of...
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Top 3 Megatrends Altering the Multifamily Marketer’s Mindset
Sponsored by
Steven OzbunPresident and Managing
Partner
LeaseLabs
Barrie NicholsVice President, Leasing
and Marketing
University Student Living
Meet The Experts
Maria FilipponeDirector of Marketing
Peak Campus
Today• Current State of Consumer Behavior• Current State of Marketing
Megatrend #1 – People Base Marketing• The 4 P’s and the 4 C’s of Marketing
Megatrend #2 – Intricate Customer Journeys• Journey Through Multiple Devices and Touchpoints• Cross-Device Optimization Techniques
Megatrend #3 – Bottom Line Analytics• Conversion-Rate-Optimization• Examples of CRO• CRO Best Practices
What We’re Talking About
Current State Of Consumer Behavior
Current State of Consumer BehaviorAverage Time Spent Per Day With Select Media By US Adults*BI Intelligence
Current State of Consumer Behavior
Global mobile penetration is projected to reach 70% of the total global population by 2022
Current State of Consumer Behavior
125 Million U.S. consumers own smartphones
62% of smartphone users have made a purchase online using their mobile device in the last 6 months
80% of shoppers used a mobile phone inside of a physical store to either look up product reviews, compare prices or find alternative store locations
Current State of Consumer Behavior
Current State of Marketing
Current State of Marketing
Messenger Apps
Messenger Apps
Current State of Marketing
Current State of MarketingMessenger Apps
Facebook is aiming to monetize it’s Messenger app of 8 billion active users with in-app advertising and mini-apps
Current State of MarketingMessenger Apps
Current State of MarketingMessenger Apps
Messenger Ads Messenger Games
Current State of Marketing
Influencer Marketing
Influencer Marketing
Current State of Marketing
On a global basis, influencer marketing ad spend is poised to reach between $5 billion and $10 billion in 2022
Influencer Marketing
Current State of Marketing
Influencer Marketing for Student Housing
Micro-Influencers | 50,000 Followers or Fewer
Current State of Marketing
Influencer Marketing for Student Housing
Current State of Marketing
Megatrend #1People Based Marketing
People Based Marketing
4P’s• Product
• Price
• Place
• Promotion
4C’s• Choice
• Convenience
• Cross-Device
• Creative Storytelling
People Based Marketing
U.S. Student Housing Occupancy Rate*Multihousing News
People Based MarketingIncrease In Student Housing Inventory *CoStar**NCES
People Based Marketing
4P’sProduct
4C’sChoice
People Based Marketing
People Based Marketing
Radius Wahu
People Based Marketing
People Based Marketing
4P’sPrice
4C’sConvenience
People Based Marketing
People Based Marketing
Delivery App Users
People Based Marketing
Average Revenue Per User
People Based Marketing
People Based Marketing
4P’sPlace
4C’sCross-Device
People Based Marketing
65% of consumer begin the path of purchase on a smartphone
61% of those continue on a PC/Laptop
4% continue on a tablet
People Based Marketing
4P’sPromotion
4C’sCreative Storytelling
People Based Marketing
On average, 5 to 7 brand impressions are necessary
before someone will remember your brand
– Lucid Press
GeoTargeting
Search Engine Marketing (PPC)
Email Marketing
Content Marketing
Reputation Management
Social Media Optimization (SMO)
Search Engine Optimization (SEO)
Websites
Branding & Creative
People Based Marketing
Tell A Story.
Become Memorable.
People Based Marketing
Megatrend #2Intricate Customer Journeys
Intricate Customer JourneysConsumer Behavior
Once upon a time, the online customer journey was undertaken on one device –the laptop.
Intricate Customer Journeys
“It takes 7-13+ marketing and brand touch points to deliver a qualified lead to sales.”
– Salesforce
Intricate Customer JourneysSample Touchpoints• A physical connection, such as walking by your apartment as it’s being built
• Seeing an ad, either physical or digital
• Seeing a logo, maybe as a sponsor or on a brochure
• Viewing social media posts
• Receiving e-newsletters or other email marketing pieces
• A phone call
Intricate Customer Journeys
Intricate Customer Journeys
Intricate Customer Journeys
Why Haven’t Marketers Tracked Cross-Device Journeys?
Intricate Customer Journeys
Cookies are not interchangeable between devices
Why Haven’t Marketers Tracked Cross-Device Journeys?
Intricate Customer Journeys
USER ID
What’s Next? Cross Device Optimization
Intricate Customer Journeys
Two Methodologies:
1. Probabilistic Matching
2. Deterministic Matching
Cross Device OptimizationProbabilistic:
Uses the analysis of thousands of pieces of anonymous data points to create matches between devices.
Example: If a user logs onto the same wifi network at home every evening on their laptop, mobile and tablet – probabilistic matching can determine that these devices belong to the same person
Intricate Customer Journeys
Cross Device Optimization
Deterministic Matching
Uses a user’s personally identifiable information to create
a link between devices.
If you use the same email address to log in to both an app
and a website on separate devices, you can be tracked
and targeted.
Intricate Customer Journeys
Cross Device Optimization
Intricate Customer Journeys
Deterministic Matching In Google Analytics
Customer Journey Mapping Exercise
Intricate Customer Journeys
Property: Vue on Stadium Drive
Location: Fayetteville, AR
School: University of Arkansas
Analyzed Website Data:
1.1.17 – 12.31.17
All Form SubmissionsBroken Down By:-New Visitors
-Returning Visitors
-Device
Intricate Customer Journeys
Intricate Customer Journeys
Key Takeaways:
70% Of Conversions Occurred On A Desktop
58% of Conversions Occurred From First-Time Visitors
Customer Journey
Mapping Exercise Channel Interactions
Intricate Customer Journeys
Intricate Customer Journeys
Top 5 Digital Touchpoints Before Converting
Intricate Customer Journeys
Customer Journey Mapping Exercise
Key Takeaway:
The majority of Vue’s website users are prequalified by the time they come
to the website. This can occur from previous online or offline marketing
touchpoints. So, Vues brand awareness campaigns are paying off.
Share Your Thoughts on This Session
How are we doing?
Session/Speaker Survey
Megatrend #3Bottom Line Analytics
Keep the Big Picture In Mind
“While changing button colors and text is important, the big picture is more important. If you are tweaking away at a crappy site, you will have a well tweaked crappy site. More or less, you will have a Titanic with chairs that are arranged nicely on it.
Focus on bigger tactics such as your website's user experience, your credibility, and your mobile tactics. Once your branding, message, and delivery is fine tuned, that's when you can "re-arrange your chairs.”
-Larry Kim | Founder, Wordstream
Bottom Line Analytics: CRO
Bottom Line Analytics: CRO
Bottom Line Analytics: CRO
Micro Conversions Macro Conversions
Newsletter Signup
Bottom Line Analytics: CROPath To Conversion1. Home2. Specials3. Floor Plans4. Gallery5. Contact
Bottom Line Analytics: CRO
Custom Newsletter Sign Up Page
Bottom Line Analytics: CRO
Instant GratificationHow do you take your Macro-Conversions a step further?
Bottom Line Analytics: CRO
Bottom Line Analytics: CRO
Form Submission Apply Now CTA
CRO Best Practices for Student Housing
FOMO: Fear Of Missing Out
Bottom Line Analytics: CRO
CRO Best Practices for Student HousingFOMO: Fear Of Missing Out1. Making exclusive offers2. Time limits3. Displaying limit on number of products left
Bottom Line Analytics: CRO
Amazon – King of ecommerce FOMO
CRO Best Practices for Student Housing
“Limited Quantity”
Bottom Line Analytics: CRO
CRO Best Practices For Student HousingReputation Management & Social Proof • Leverage other people and their social influence to
push users to achieve conversion goals. • Testimonials are very powerful and you can decide to
show them up in specific pages to push for easier and faster decisions.
• For even greater credibility, you can include real attributions, photos and video testimonials.
Bottom Line Analytics: CRO
Bottom Line Analytics: CRO
ReviewsTop Of Page
Bottom Line Analytics: CRO
ReviewsBottom Of Page
Bottom Line Analytics: CRO
Thank You
Steven Ozbunsteven@leaselabs.com
Barrie Nicholsbnichols@themichaelsorg
.com
Contact Information
Maria Filipponemfilippone@peakcampus
.com
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