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A TraDigital World of OpportunitiesSame budget. 90% increase in sales.
Where the same marketing budget can actually take you?where does “normalization” end?
define normality for conversion marketing
Define target and competition
Plan advertising campaign and
build estimated results
Build digital asset (a landing page/app/website, usually)
Optimize campaign (when, why, how?)Start campaign
define normality for conversion marketing
Define target and competition
Plan advertising campaign and
build estimated results
Build digital asset (a landing page/app/website, usually)
Optimize campaign (when, why, how?)Start campaign
what is normal?
what normality should look like for a partner agency
Digitally Driven Business Learnings
WireframingClick & Heat Map
Pre-AnalysisUsability & UX Design
Digital Assets Development A/B Testing Web Analytics SEO Copywriting
(Quality Score Improvements)
eCRM Market Analysis Competition Analysis Programmatic
Real Time Bidding
Behavioral Targeting Social Advertising
Search Engine Advertising Media Planning Media Buying
Strategic Email Database
EnhancementsClick Map &
Heat Map AnalysisNew A/B &
MVT IterationsAudiences
Optimization
Channel Enhancement
Intra & Inter-Channel
Budget Optimizations
Advert Optimization
Data & Statistics Interpretation
$
define normal for conversion marketing: future model
Optimizecampaign (only fine-
tunings)
Learnings about future campaigns
Define target and competition
Plan advertising campaign
& estimated results
Campaign Pre-Analysis
and Conversion Rate Optimizations
Build digital asset
(multiple versions)
Start campaign
let’s see the normality at work
+?%conv. rate
+60%conv. rate
We helped 60% more peopleto find the best health services from the Anadolu Hospital
what is normal in auto industry?
*zona colorata reprezinta trafic sub 1.5% din site
start normal
what can normalization bring?+?% conversion rate
what can normalization bring?+94% Conversion Rate
Ex: Difference from 5.000 leads to 9.700 possible buyers that want an excellent car, can mean sales from 5 mil EUR to 9.7 mil EUR revenue for a business
*real statistics are confidential
what trends can bring campaigns having a normalized process?
oferteskoda.ro lead generation trend Honda CR-V launch lead generation trend
what can an agency oriented on business KPIs do?
Your Business KPIs
SEO Quality Copywriting*QS = 8 -> 30-40% increase in conversions*according to WordStream
Normalized process to begin a campaign+60-100% increase in number of conversions*as described in previous slides
Fine Tuning Optimization+20% increase in conversions
Data AnalysisPriceless learnings in
industry specifics
A GOOD START IS NOT CONVERSION RATE OPTIMIZATION
We must draw a line between starting a campaign properly with good chances of results vs extremely
fine-tuned results.We must normalize the process of starting a cam-
paign for better performance!
Are we there yet?
Get your account manager to make wireframes with an UX Expert
Request multiple similar versions according to brand guidelines (make sure you have a digital brand guideline or create one fast)
Expect SEO Consultancy for any campaign that includes media
Expect Usability and UX Experts from the start, not after the creative proposals
An eCRM is mandatory for businesses that not only expect leads, but want to properly manage themIncrease owned database of information, as seg-mented as possible
Expect learnings and data interpretation after each campaign in your industry
DO
Are we there yet?
Get your account manager to make wireframes with an UX Expert
Request multiple similar versions according to brand guidelines (make sure you have a digital brand guideline or create one fast)
Expect SEO Consultancy for any campaign that includes media
Expect Usability and UX Experts from the start, not after the creative proposals
An eCRM is mandatory for businesses that not only expect leads, but want to properly manage themIncrease owned database of information, as seg-mented as possible
Expect learnings and data interpretation after each campaign in your industry
Simple landing page A/B testing can increase campaign performance exponentially (if one button can bring 60% increase or one picture can bring 94% what if together we start properly every campaign?)
The media agency (let’s call it partner) must con-nect to your business KPIs, not to clicks and im-pressions
An average SEO Specialist both for ads and land-ing page can increase your results with 40%The Real CRO appears only after a good start. Let’s not call optimization every simple thing (revi-sions)
DO
REMEMBER
2 things that will completely change the TraDigital marketing landscape
not just functional design but,
trans-functional design
what will this change?this will help address the marathon
vs. sprint need of marketingmake the interaction feel more
human to the consumermake the consumer REALLY feel in the center
make the targeting feel less like stalking and spying, and more like HELPING
micro locations will generate many opportunities
picture destination...
not just programmatic,AI Auto-Cognitive Systems
We are experiencing evolution and we will reach AI-personalized content.We will reach the step of auto-generated assets according to user’s behavior.
We need to get there! First step is to normalize the process of optimization!
One more thing: we are in the future
Woman
30 something
Urban-ish
generic vs. you (at that time and place)
Ramona U
xx y.o.
From Bucharest, currently lives there
Likes Sex and the City so she might be interested in a XZ model,
therefore we need to present something in that line
Her current behavior shows that she is looking for a new car
Her last 2 car configurations were black, so she loves that color
She always left our website with the car configured from the
front left side
She previously purchased a car from us, XY model
And more and more…..
Woman
30 something
Urban-ish
Thank you! Questions?
Follow me here:LinkedIn, Twitter, Facebook, [email protected]
Follow The MasterPlan Agency:LinkedIn, Twitter, Facebook/TheMasterplanAgency Themasterplan.ro
