q&a conference - 3 a's of online success
DESCRIPTION
Presentation on the "3 A's of Online Success".TRANSCRIPT
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Attribution, Attention & Acquisition
The 3 A’s of Online Success
Geoff McQueenManaging Director
Internetrix
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What is Internetrix?
Full service digital marketing agency
StrategyCreativeTechnologyPerformance
10 years web marketing experience nationally and internationally
2007 Illawarra Business of the Year
Private Sector – SMEs to ASX listed
3 levels of Government- Federal, State & Local Govt
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What we’ll cover today
State of the Internet: for Marketers, not Geeks
A case study: P&O Cruises
How to harness the 3 A’s for Online Success:Attribution – where’s your traffic coming from?Attention – what are visitors doing on your site?Acquisition – how to turn visitors into customers?
Conclusion & Questions
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Some context...
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State of the Internet – Adoption
Today, 80% of households are onlineAlmost 90% of those are on broadband
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State of the Internet – Engagement
Aussie Internet users spend 17.6 hrs/wk online
This is almost 30% more time than TV! (13.4)
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State of the Internet – Social & Personal
More time on social networks (almost 7 hours/month for Australians)
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State of the Internet – Mobile
Mobile internet is finally here – are you ready?
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State of the Internet - Summary
For almost everyone in this room, it is where your clients and customers are. Now. Today.
Success with digital marketing is more than building a website – you need to continuously improve it and make it work for your business.
Technology doesn’t give you competitive advantage – it is what you do with it that counts!!!
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Online Success – Carnival Case Study
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Objective: find 150,000 new cruisers
Going from 2 to 4 shipsMore destinationsMore servicesMore capacity
Need to dramatically increase demand – need to attract people new to cruising
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Challenge: selling cruises online
A challenging product to sell:Long sales cycle & planningEmotional buying processOften needs coordination
Online plays a very special & well suited important role:
EducationResearchEnquiriesBookings
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Solution: New, Interactive Website
Visually stunning & interactive to sell the cruising experience
Lots of video & tours
But is it working?
Carnival are using the 3 A’s to measure & drive success
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Three A’s of Online Success
Attribution Attention Acquisition
Continuous improvement of the website by making decisions based on data, not guesses.
“Actionable Insights”
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1. Attribution
Where’s your traffic coming from?
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Attribution – traffic sources
How are visitors coming to your site?
Search Engines
Referring Websites
Direct Traffic
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Attribution - geography
Where are your best visitors coming from?
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Attribution - keywords
What are your best visitors searching for?
When you find the best keywords, you can optimise for them
You can also buy keywords that deliver you value
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Attribution – campaigns
Track performance of email, online and other campaigns to accurately measure ROI
www.pocruises.com.au/cruisesale/
Adwords Integration
Manual Campaign Tracking
www.pocruises.com.au/cruisesale?utm_source=newsletter&utm_medium=email&utm_campaign=Biggest-Cruise-Sale
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Attribution – other websites
Your website is not an island, and even less so with the social web
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2. Attention
What are visitors doing on your website?
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Attention – top content & funnels
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Attention – visitor engagement
New vs repeat
Time on site
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Attention – entry & exit pages
What are the main landing pagesKey first impressions & clickpaths to success
What are the main exit pagesWhat is killing your visitor retention?
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Attention – video & rich media
See where if people tune out watching videosDon’t TV advertisers wish they could know that!
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3. Acquisition
Turning visitors into customers
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Acquisition – goals and conversions
Measuring the success of the website and knowing from where and how it came about
P&O have several points of conversionCompleting booking processPrinting cruise details
Increasing success based on data, not just ‘hunches’
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Acquisition – offline
Online -> Offline AcquisitionCruisers still use travel agentsPrint their itinerary to make booking easierCount “Print this page” as a successful conversion
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Acquisition – other conversions
Use of “agents” to answer questions live and online
‘Conversions’ based on time on site or loyalty
Downloading white papers, viewing contact page, etc.
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Conclusions
The market is now overwhelmingly onlineIf customers aren’t looking for you, they’re finding your competitors (or will be)
“Having a website” isn’t enough!You need a site that works & delivers ROI
You need continuous improvement across all three A’s to succeed online.
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Further Information & Questions
Contact info:Website: www.internetrix.netEmail: [email protected] Phone: 02 4228 6464Twitter: @internetrix
Booth near the chocolate fountain on this level
Questions welcome