Lessons Learned from Internet Marketing Experts - Innotech 2009
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Transcript of Lessons Learned from Internet Marketing Experts - Innotech 2009
Opening PanelLessons Learned from
Internet Marketing Experts
Welcome
Our Panelists
• Chris AaronsGeneral Manager, Ivy Worldwide
• Peter PoulinExecutive Vice President, Hoover’s Inc.
• Clay OlivierCMO & COO, Volusion
• Nick WeynandPresident & Strategy Director, TradeMark Media
Chris AaronsSocial Media Judo
• Marketers need to look for the Judo move to leverage the power of social media and deliver results with reduced budgets
• Judo and great social media campaigns are works of art in start with four key principles:1. Minimum effort and maximum efficiency/Leverage social media to
help market more effectively2. Mutual welfare and benefit for all/Campaigns that work more than just
the brand3. Master etiquette and Bushido/Transparency, honesty, credibility,
patience, respect, politeness4. Physical and mental acting in concert/Online and offline, traditional
marketing and social media, all working together
Humans are UnpredictableOctober 29, 2009
“Fix this landing page”
• Too busy• Unattractive layout• Too much text• Boring headline• Too many calls to action
What about this?
• Cleaner look• Less text• Bulleted benefits vs. narrative
Or, this…
• Blondes have more fun• De-emphasize phone number
How about more relevance?
• More faces to “connect” with• Different value prop• Bullets are specific to the Sales persona
Completely different
• More reflective graphic• Inquisitive vs. Directive
So which was the best fix?
Control
- 44% - 48%
- 48%- 18%
Sometimes it’s the offer
7.46% 13.76%
Free Leads, or…. Free Trial?
Sometimes it’s more subtle
05/03/2023 12
ControlWinner
(38% lift in conversion over the control)
Who Could Have Guessed These Drivers?
05/03/2023 13
Winning Variables Products and Services tab had a
5% lift Red text “Increase the reach . .”
had an 8% lift Try it FREE Today button had a
10% lift Privacy policy in the form had an
11% lift Removing phone number under
Why Hoover’s had a 13% lift Yellow background around form
had a 10% lift
Negative Impacts Form headline of “28
Million Companies Are Just a Click Away” had a -34% decrease
Text block next to form (as opposed to an image) had a -22% decrease
Be careful what you wish for
Control
Overall Clickthrus Lift = +220%
Overall Clickthrus Lift = +12%
Buy a report Lift = -50%
Buy a report Lift = +27%
Why should you care?
Increase leads/sales without increasing Marketing spend
Survive difficult economic times
You need to kiss a lot of frogs
Test
Publish
Adapt
Clay OlivierFrom Strategy to Action – 4 Tips to Use Right Now
• Leverage your competitors• Increasing Negative Keywords• Improving visibility with & ★ ►
• Product page best practices
Nick WeynandDeveloping your Interactive Strategy
• Define your goals & your behavior: What are you trying to do and how do you plan to do it?
• Understand your audience: Who are they and where do they go for information?
• Use the right tools: Which ones will reach your audience?
• Measure the results: Is what you’re doing working?• Repeat: How can you modify your strategy based on
what you know now?
Questions?
Slides available at:http://www.trademarkmedia.com/presentations