TiE Rockies March 13, 2015 - Raise Conversion by 2600%
Transcript of TiE Rockies March 13, 2015 - Raise Conversion by 2600%
The 2800% Solution
The King Has No Clothes OnAdmit that many online marketing tactics are
letting us down
Conversion to a Transaction is the Measure
Use New Digital Interaction to Unify Your Online Information with Offline Engagement.
What are we measuring now? Are we chasing after shiny objects?Email
Opens and Click-Throughs
Social MediaLikes, Follows, Engagement
Search EngineKeyword, PPC, etc.
Conversion to Sales
Conversion to sales is the only measure that counts – 0.03%
75% of people report
ignoring
75% of their email
What do you believe about Fan Page posts? Among Small
Business OwnersOver 80% spend more money year-over-year on Social Media tactics.
Asked if they see a return from those activities 61% responded “no”.
Source: Manta April 2013
Conversion to Sales Here?
Hol
iday
E-C
omm
erce
Tra
ffic
(% S
hare
)
34%
25%
40%
2%
Direct to WebsiteSearchSocial MediaOther Websites
Hol
iday
E-C
omm
erce
Tra
ffic
(% S
hare
)
Search
34%Other Websites
25%
Direct Website
40%Social Media 2%
Facebook Likes Twitter Follows
Email List (clean) People Around You
The Majority of Your Prospects Are Not On Your Lists.
Postal Patron Attitudes and Inclinations
62% read it at least half the time
35% prefer mail from local businesses
29% look for visually appealing mail
Surprising Fact #1 - Attraction
Postal Patron Attitudes and Inclinations
75% of Digital Generation buy because of product introduction
59% likely to purchase based on direct mail offers
Surprising Fact #2 - Buy
Only 13% said they are more likely to make purchases based on email offers rather than direct mail offers. 38% said it makes no difference – they are just as likely to make purchases based on direct mail, as they are to do so based on email. And 28% said they never make purchases based on direct mail or email messages.
Postal Patron Attitudes and Inclinations
96% glance at items and look for interesting things that fit their lifestyle.
Surprising Fact #3
Direct mail:• Leaves a deeper footprint on the brain• Generates more activity suggesting that
the information is more “real” and is better connected to memory
• Attaches the brain to the material emotionally
• Is internalized by emotional engagement and greater focus.
“. . . individuals were relating information to their own thoughts and feelings” which aids motivation.
Neuroscience & Direct Mail
“The research strongly suggests that greater emotional processing is facilitated by the physical material than by the virtual. The ‘real’ experience that the physical media provides means it’s better at becoming part of memory.”MillwardBrown: Case Study Understanding Direct Mail with Neuroscience
Mobile has become the heart of advertising and is in close proximity to the user
The briolink app – Interacting with People, leading to Online Information
“I was not going to spend one more dollar on advertising this year, but this is too valuable to pass up. It’s affordable and effective.”
Interact Magazine is the Direct Mailer sent into areas by Zip Code. We’re Keeping it Local.