Impossible is nothing - Dreamgrow

prudencecoatInternet and Web Development

Nov 18, 2013 (3 years and 8 months ago)

87 views

Turning visitors into customers

Consumers & B2B target audiences


They said it was impossible to improve conversion….



Steve Jackson

Principal Consultant

Trainers’ House Analytics


Analytics





Impossible is just a big word thrown around
by small men who find it easier to live in the
world they've been given, than to explore
the power they have to change it.


Impossible is not a fact. It's an opinion.

Impossible is not a declaration. It's a dare.

Impossible is potential.

Impossible is temporary.

Impossible is nothing.

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0
20
40
60
80
100
120
Adidas ’
Impossible is nothing
’ global
Google Keyword search trends


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4

Jan 2009
1
35 000
searches


7.9 Million searches (estimated) since
2004

Roll
-
out
Feb 2004

First peak
a few
weeks later

Launch campaign on
Eurosport

October 2006:

420 000
searches/month

Jan 2009: still
135 000
searches

Keywords related to ’Impossible is nothing


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5

Keywords

Jan 09 average search volume per month

impossible is nothing

110 000

impossible is nothing poster

1 000

impossible is nothing ad

260

ali impossible is nothing

1 900

impossible is nothing campaign

320

impossible is nothing commercial

720

impossible is nothing original

73

addidas impossible is nothing

320

アディダス

impo獳sble i猠no瑨ing



慤di慳⁩mpo獳sble i猠no瑨ing



impo獳sble i猠no瑨ing⁳ ccer

㈶2

impo獳sble i猠no瑨ing⁡泬



laila ali impossible is nothing

58

muhammad ali impossible is nothing

720

beckham impossible is nothing

1 300

impossible is nothing bebo

73

and impossible is nothing

210

de impossible is nothing

260

for impossible is nothing

880

Impossible is nothing...


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6

5 from first 10 SERPS


Top 2 SERPS


No search advertising spend


Social media links to the brand


All driven by
TV ads
, outdoor
advertising, banners and
video
advertsing

driving traffic to the
Adidas campaign website.

What can you learn from Adidas?


Different media all contribute to conversion in different ways. Plan
media usage accordingly.


Direct conversion from TV or a video ad will be poor unless your
campaign is specifically designed for it.
Worry about
not creating
intent with video


Design creative to be remembered for searching/intention media
and create an intention. Adidas Search index is currently 30 from
zero
(5 years at +30%
-

huge success)


Adidas have used well planned & integrated attention media since
2004 to take advantage of Google to engage and activate their
audience





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7

Two Big Questions

1.
Where is my advertsing effective and
why?

2.
When and why do people buy?



Effective

models

and
processes

help
you

answer

these

questions

along

with

using

Analytics


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8

Conversion Attribution Model

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Attention

Marketing
(Reach)


TV


Video ads


Banners


Posters


Outdoor advertising


Email campaigns


PR

Intention

Marketing

(Engage,

Activate)


Search engines


Comparison engines


Affiliate networks


Email campaigns

Social

Marketing

(Mix of the
two)


Free Press/News


Blogs


Partner networks


Viral emails


Facebook/LinkedIn (viral)


Word of mouth


The lead generation process

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10


With free and useful
information.


Offer a way to get
more valuable
information



The more valuable
information should
come with a price
(email address,
name & phone
number for example)


Attract your
audiences attention


Get them to look at
your offers


The easiest
customers to do new
business with are
current customers.

Nurture

Reach

Engage

Activate

Hot leads on the web


Remember that the web is about information


Build your site based on what your customers need. (persona based)


Think carefully about copy/content (see
common problems
)


Build opt
-
in processes


95% of visitors read 3 or more pages before even becoming a lead according to one
study


Answer the question;
When is my advertising effective and why?
(
Building the buzz
)


Answer the question;
Why and when do people buy?





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11

Common problems


Latest news


placement


Poor headlines (Welcome to... Would you like tea with
that?)


Language


(Submit buttons?)


Poor use of flash (the product information is more
important than a rotating image)


Poor use of imagery (use relevant images)


Poor usability (follow common standard/best practices)


Difficult to find information (provide onsite search)


Lack of proof (testimonials/cases)

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Building the buzz


Use

a media
attribution

model

depending

on
where

you

are

in the
product

service

lifecycle


Attention

media for
building

awareness


Intention media for
when

the
awareness

exists


Make

it

easy

for social media to
exist

as a
result
.




How

does

Trainers
’ House
do

this
?

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Online Flash Video


Designed with current economy
in mind


Storyline throughout the video
that kept the viewer engaged
until the call to action


The idea was that too many
excuses led to too little action


It mocked the viewer into joining
to improve the body and sharpen
your business focus.


It was controversial which helped
cause intent to seek it out





Campaign REAN model

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15


Email creative


Online video


Campaign website


PDF downloads


Emailed interest


Website sign
-
ups


Email (in house list)
(attention media)


Free PR
(Social media)


Search engines (
intention
media)


Word of mouth (
social
media)


Follow up calls


Follow up
emails/schedules


Fight club training


Post training de
-
brief &
next steps

Nurture

Reach

Engage

Activate

Attention Media to Intention (Emails to search
volume


Google trends data)


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16



Email roll
-
out (
4182

emails) started January 2 2009 and lasted 1 week



Average search index for
Fight Club
before roll
-
out:
40


1600

searches/week



Average search index after roll
-
out until now:
62


2600

searches/week



Search index lift:
55%


1000

extra ”fight club” searches per week

0
20
40
60
80
100
120
Email roll
-
out
date 2
-
Jan
-
2009

Maximum
amount of
searches:
4000/week

Attention Media to Intention (Search volume
increase on
´
Trainers House`


Google trends
data)

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17



Average search index before roll
-
out:
29


660

searches/week



Average search index after roll
-
out until now:
46


1030

searches/week



Search index lift:
59%


400

searches per week more on average

0
20
40
60
80
100
120
Search index

Email roll
-
out
date 2
-
Jan
-
2009

Maximum
amount of
searches:
2250/week

Attention & Reach to the fight club
website (in 1 week)


4182 emails sent


Opened 2126


Visited from email 1612


9.29 times as many keyword

searches


185 Referrers (intention or social)


Total Visitors 17009


Total Visits 20,126


Conversions goal = 2 days.


10% of the attention created 90% of the visits via search engines, direct branding and
social media.




This answers
when was the advertising effective and why
... In this case by raising
attention via email, the intention media was created and the social media began
developing around the word of mouth at a very low price.




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18

Intention & Social media
engagement and activation



4 pages per visit on average

(enough to convert)


5.06 minutes on the site on average



2% of the conversions came from


attention media


67% came from intention media


31% came from social media



This answers ”
when and why do people buy?”





You buy when you are confident about the brand, when your peers and colleagues
recommend something and/or when you are on an active search for something after
the awareness has been raised.


Rarely do you rush off the sofa to buy a product when watching a TV ad...





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19

Recommendations


Create a slogan or brand, something that is
easily remembered
and
integrated

with
other forms of marketing


Use TV, Video, banners and other
attention

marketing

to drive awareness
and
measure lift in intent as a measure of success for those campaigns as well as the
viral ratio with social and intention
marketing
.


Benchmark from within
. You have to start from your own campaigns (not all TH
campaigns were as successful as Fight Club)


Use search engine marketing and other forms of
intention
marketing

to drive sales
and conversions
when doing marketing campaigns


Create the
awareness prior to doing intention campaigns


Use
social media and effective seeding
where possible and plausible (don’t be fake
here or it will backfire!)


Use web analytics tools
; the three here were Satama dart (email), Google Trends and
Snoobi
, but we also use Omniture, Google
Analytics

and all sorts of other systems


11/19/2013

20

Recommendations (cont...)

Buy This Book!




Upcoming book (publish date April 21st 09);



Cult Of Analytics

Driving online marketing strategies using web analytics



Pre
-
register your interest free at;


http://www.blackbeak.com/the
-
cult
-
of
-
analytics/



Emails

Steve Jackson


steve.jackson@trainershouse.fi

or
steve@blackbeak.com




19.11.2013

21

Copyright © Trainers’ House 2008

Trainers’ House Analytics

Experience and Experts


WebAnalytics since 1997, Search Marketing started in 2003


Internationally recognized player


Biggest Analytics consultancy in Europe

Tool Investments


Official partner of Omniture and certified Omniture
professional support. 16 Omniture certified professionals
including DoP


GAAC partners (Google Analytics Accredited Partners)


Partnership with the WebAnalytics guru Eric T. Peterson

Recognition


Speakers in international Web Analytics seminars (IMC,
eMetrics, SES, IAB)


WebAnalytics seminars organized in Finland


Web Analytics Association active members since 2006
(earliest official co
-
chairs in the Nordic regions)


Active member of the IAB Finland metrics and search team


Articles in various relevant publications




Questions?

http://www.trainershouse.fi/analytics/

They say measuring branding is
impossible?


Well
, we know about impossible....