MIMA – Analytics and Search Behind the Scenes

As usually – great eventExcellent speakerWonderful breakfast!  Yes, you can spot me on one of the pictures by the pile of fruit 🙂

The podcast and presentation is already available online – I highly recommend!!

So, what did I learned about Analytics and Search? 

Search Analytics basics:

  1. Understand you business goals
  2. Do PPC as market research against a
  3. Transaction site/landing page with a
  4. Web Analytics/Tracking system installed that
  5. Tracks conversions by keyword, by category, by campaign to
  6. Established a baseline conversion rate

Online is just a piece of overall marketing – avoid online industry myopia

Integration usually works best

  • PPC and SEO
  • Search plus other online
  • Offline plus online
  • WOMMA is always the best

Interesting recommendations:

  • in b-to-c track lifetime value by keyword (some keywords will result in several purchases)
  • in b-to-b assure integration with sales automation
  • in b-to-b if somebody filled out a form (we can see from which organization), buy list of that organization’s contacts and send mail/e-mail
  • Tradeshows: pre-show microsite and post-show microsite
  • Web forms – different phone # per campaign for tracking
  • For the lead gen forms callers convert at higher rate than people who filled out the form – make incentive to call
  • Use chat to drive conversions (people are more comfortable – seems less intrusive)
  • Test ads in electronic media cheaply: TV on YouTube, print as online ads; use winning creative
  • Pay attention to universal search – tag video
  • For regulated industries: careful with outsourcing of lead gen if you pay the affiliate on per-lead basis; affiliate might misbehave and liability is yours

I also wrote down a podcast URL to try http://dailysearchcast.com/

Yes, cross-channel conversion tracking was mentioned…  but I will see it probably in my dreams only (and on industry events) over next several years 🙂
 

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Meatball Sundae

Meatball Sundae by Seth Godin

Yes, I attended the Webinar where the author described his ideas, and yes, I read the book, and I love these ideas!

Yes, absolutely, marketing must be a part of the business itself rather than afterthought. Big marketing ideas are now reserved for the creation of products and services, rather than promoting existing products to possible consumers. I think I could sense it but could never articulate before…

Seth identifies new marketing trends:

  • direct communication and commerce between producers and consumers
  • amplification of the voice of the consumer and independent authorities
  • the need for the authentic story as the number of sources increases
  • extremely short attention span due to clutter
  • the long tail
  • outsourcing
  • Google and the dicing of everything
  • infinite channels of communication
  • direct communication and commerce between consumers and consumers
  • the shift in scarcity and abundance
  • the triumph of big ideas
  • the shift of “how many” to “who”
  • the wealthy are like us
  • new gatekeepers, no gatekeepers

Explanation of each is wonderfully vivid and entertaining and usually. 

The only one different thought that I have is the term “new marketing.” I don’t think we should consider these changes “a new marketing.”  We are probably just discovering marketing and what it could be. Customer changed. Business and Marketing should follow.  

Everything makes sense in my favorite definition of marketing is: marketing is just a customer focused business.