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Presentation by Butter+Fish Founder Jeroen van Egmond. Data-Driven Marketing Road Show at De Balie in Amsterdam, March 25 2014
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Brand Driven Conversion
Jeroen van Egmond (Butter+Fish)
Marc Maas (XXS)
Topics
• About us
• Left versus right brain – Working with creatives
• Zero moment of thruth
• Case – Carglass
• Brand and Challengers
About us
Butter+Fish | The conversion company Data Driven marketing agencyFocus on sales & conversion optimalisationPart of full service communications agency – XXS AMSTERDAM
A little story about A/B testing
Where the left and right brain sometime meet in an creative agency
You are going to do what.....?!
Oeps…!
Data and touchpointsZero Moment Of Truth
Life was so easy (right?)
Thank you: Think Insights with Google
Touchpoints – Zero moment of Truth
Thank you: Think Insights with Google
Inbound marketing
Balance between Push and Pull
can't live with it, can't live without it.
PUSH PULL
Brand Driven Conversion
Dont forget your brand when creating content.
Online (Data Driven) campaign
Male, car owners…
Why should we invest in online campaigning…?
It’s going fine as it is…
Take it a step further…
Ask ourselfs a couple of questions….
What drives conversion?
Campaign creatives
1,3 million visitors daily
Target audienceRetargetingHolidayEntrepreneursInsuranceWhitespots /HotspotsCar sellersWoman / young mothersGeneral
Target audienceRetargetingHolidayWhitespots /HotspotsWoman / young mothersGeneral
Target audienceRetargetingHolidayWhitespots /HotspotsWoman / young mothersGeneral
Target audienceRetargetingHolidayWoman / young mothersGeneral
CTR* Conversies **
Evaluatie en optimalisatie
Target audienceCar sellersEntrepreneursInsurance
NEWAlgemen texttlinks + extra budget
Banners + textlinksWhitespots BannersHotspots Den bosch Almere
Textlinks:HotspotsWhitespotsyoung mothers Holiday
Target audienceRetargetingWoman / young mothersGeneral
Conversions*
To do: Carglass088 -
0406125
After the campaign stopped
Result
• Defined new target audience..
3. Campaign / traffic
4. Conversion test 5. Statistics 6. Results1. Strategy / Tactics
2. Concept
The proces: Plan, Do, Check, Act!
Data is awesome…
• … do not forget your brand• Well known and trusted brands just sell easier
The “old” models still work (1925)
conviction
Satisfaction
Brand & ChallengersButterfly in the Boxingring
7 rules for challengers who want to win and marketleaders who don’t want to lose.
1. Inside is outside
2. Win your client harts
3. A pricefigther is not a challenger
4. Get in to the boxingring
5. Attack your opponent in his weakness of his strength
6. Move like a butterfly
7. Fcuk the comfort zone
One last thing…If you are not getting the data or conversion you are hoping for?!