Unnecessarily Naked: The Digital Marketer’s New Clothes
Eric Holmen CMO, Invoca
Paul Wicker Director of Product, Kenshoo
Part of: Analy;cs & Op;miza;on Summit
Guest Speakers:
Meet the Panelists
• 20+ years experience in SaaS Digital MarkeGng
• Former SVP of MarkeGng & Sales at Silverpop, President & CMO at SmartReply
• MulGple patent holder for
markeGng processes and innovaGons
Eric Holmen CMO, Invoca
Meet the Panelists
Paul Wicker Director of Product, Kenshoo
• Building scalable Local adverGsing soluGons since 2006
• Small business advocate and cheerleader. #GoLocal!
• Prolific speaker, blogger and conference junkie
“90% of consumers begin a task on one device then complete it on another.” –Todd Rowe, Managing Director of SMB Global Sales,
A Marketer’s MulGchannel Kingdom
Call with basic informa;on request MulGchannel
markeGng is all about consumer choice.
A Marketer’s MulGchannel Kingdom
Call with basic informa;on request
MulG-‐channel markeGng
Omni-‐channel strategy
Today’s Dress Code for Marketers
Call with basic informa;on request • Bid Management
• Tag Management • Google AdWords • AnalyGcs • MarkeGng AutomaGon • CRM
Track ONLINE touch points and conversions
Shibing landscape
| 9 | 9
| 10 | 10
50%
Mike Ghaffary, Yelp
Mike Ghaffary, Yelp
$2.4 trillion Offline > $815 billion Online
Omni versus Store
Challenges
• How do you give the store credit for an assist? Pickup? • What if you purchase in store but ship inventory from other store?
• How do you connect and value offline conversion to online acGvity?
• Are “Store” campaigns the new “Brand” campaigns? • How do you set budgets and bids for stores versus online?
Marketers may feel very well dressed with their SaaS toolkit, but they’re actually completely naked when it
comes to a cri;cal conversion point…….
MarkeGng campaigns drive online conversions (clicks) and offline conversions (calls).
A CriGcal Conversion Point?
Call with basic informa;on request
33.6% 41.8%
64.3%
38.4%
38.7%
22.5%
28.0% 19.5%
13.2%
0%
20%
40%
60%
80%
100%
Calls Online Form SEM
Poor/Fair/NA Good Excellent
Source: BIA/Kelsey Local Commerce Monitor™ (LCM) Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels. Q204. Sample Size = 568
Quality Assessment of Lead Source
Phone calls close at a rate of 10-15% higher than online leads
Google // Nielson // Microsob // Forrester // BIA/Kelsey // US Contact Center
Call with basic informa;on request
Not Just High Quality, High Volume
From 2011 to 2013, U.S. businesses have experienced a 133% increase in daily online-
derived phone calls
Source: Contact Babel ‘US Contact Centers in 2013’
61% of all mobile searches result in an inbound call to a business
Google in Ingenuity Digital News
Without Call Data …
Call with basic informa;on request
• Inaccurate conversion data for high volume digital campaigns such as paid search and display
• AutomaGng for destrucGon – automaGc bidding on the wrong terms
• No insight on how to get more of your best quality leads
• Loss of markeGng generated revenue
Calculate the PotenGal Value of Calls from Paid Search
Call with basic informa;on request
???
Calculate the PotenGal Value of Calls from Paid Search
Call with basic informa;on request
The SoluGon
You need an integrated call markeGng soluGon.
Campaign ID
Referring URL
Keyword
An Integrated MarkeGng SoluGon
Campaign ID Referring URL Keyword
MarkeGng program gets credited for the call. ResulGng revenue from inbound call
is tracked.
$
Case Study: Major Auto Brand Time Period: 30 day (pre/post) Goals: – Drive qualified phone leads to dealerships – OpGmize keywords that drive calls
Results: – Lead Volume: increased 13% -‐ 75% – Conversion Rate: increased 28% – Cost Per Lead (CPL): decreased 27%
Case Study: Kenshoo Call Conversion OpGmizaGon
But we’re over simplifying…
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How it Works
black pumps
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30%
43%
10%
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How it Works
black pumps
Natalie Jones So cute! Definitely buying these. I can’t wait to wear them.
Shop at Shoes.com and get the best deals on the hovest shoes.
shoes.com
Looking for the perfect handbag to match?
Find the hovest combos on Shoes.com
$ $ $
4%
8%
18%
5%
65% $ $ $
Whitefence: 28% Increase in Revenue by Bidding to True Keyword Value
• ROI lib of 17% • Spend increased 9% • Fully automated opGmizaGon
Best PracGces
ü What % of my campaigns are driving calls, and how many?
ü What higher conversion rates should expect?
ü How does this affect my lead volume forecasts?
With Kenshoo and Invoca, you can opGmize your budget and strategy planning.
Call with basic informa;on request
QuesGons?
Paul Wicker Director of Product , Kenshoo [email protected] 415-‐230-‐2500
Eric Holmen CMO, Invoca marke;[email protected] 877-‐708-‐7111
Call with basic informa;on request
Get a demo: hvp://go.invoca.com/demo [email protected]
877-‐708-‐7111
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