Unnecessarily Naked: The Digital Marketer's New Clothes
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Modern data provides a multidimensional view of the customer, giving necessary insight into campaign and budget planning. Digital marketers feel like they’re well covered. But there is still a major dimension that is missing from most digital marketer’s view, leaving them naked to a critical data point - those high value, offline conversions. Creating a clear, accurate marketing plan and budget is tricky enough on it’s own, and it becomes especially challenging when you don’t have insight into all of your conversion points and accurate ROI. Join Invoca CMO Eric Holmen and special guest Paul Wicker with Kenshoo, as they discuss how to get a complete picture of cross channel conversions, to create a complete and accurate marketing budget and plan. You’ll learn: ●How to leverage inbound call intelligence to get an accurate picture of your digital campaigns that convert offline ●How to overcome the challenges that come with connecting the data and budgets spread across multi-location and local campaigns ●How to accurately calculate the true ROI and budget of omni-channel campaigns
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Unnecessarily Naked: The Digital Marketer's New Clothes
- 1. 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:
- 2. 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 CONFIDENTIAL 2
- 3. Meet the Panelists Paul Wicker Director of Product, Kenshoo CONFIDENTIAL 3 • Building scalable Local adverGsing soluGons since 2006 • Small business advocate and cheerleader. #GoLocal! • Prolific speaker, blogger and conference junkie
- 4. “90% of consumers begin a task on one device then complete it on another.” –Todd Rowe, Managing Director of SMB Global Sales, Google
- 5. A Marketer’s MulGchannel Kingdom CONFIDENTIAL 5 Call with basic informa;on request MulGchannel markeGng is all about consumer choice.
- 6. A Marketer’s MulGchannel Kingdom CONFIDENTIAL 6 Call with basic informa;on request MulG-‐channel markeGng Omni-‐channel strategy
- 7. Today’s Dress Code for Marketers CONFIDENTIAL 7 Call with basic informa;on request • Bid Management • Tag Management • Google AdWords • AnalyGcs • MarkeGng AutomaGon • CRM Track ONLINE touch points and conversions
- 9. | 9 | 9
- 10. | 10 | 10 50%
- 11. Mike Ghaffary, Yelp $2.4 trillion Offline > $815 billion Online
- 13. 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?
- 14. 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…….
- 15. MarkeGng campaigns drive online conversions (clicks) and offline conversions (calls).
- 16. A CriGcal Conversion Point? CONFIDENTIAL 16 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
- 17. Phone calls close at a rate of 10-15% higher than online leads Google // Nielson // Microsob // Forrester // BIA/Kelsey // US Contact Center
- 18. CONFIDENTIAL 18 Call with basic informa;on request Not Just High Quality, High Volume From 2011 to 2013, U.S. businesses have experienced a 57% increase in daily online- derived phone calls
- 19. 61% of all mobile searches result in an inbound call to a business Google in Ingenuity Digital News
- 20. Without Call Data … CONFIDENTIAL 20 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
- 21. Without Call Data … CONFIDENTIAL 21 Call with basic informa;on request ???
- 22. Without Call Data … CONFIDENTIAL 22 Call with basic informa;on request
- 23. The SoluGon You need an integrated call markeGng soluGon. Campaign ID Referring URL Keyword
- 24. An Integrated MarkeGng SoluGon Campaign ID Referring URL Keyword
- 25. MarkeGng program gets credited for the call. ResulGng revenue from inbound call is tracked. $
- 27. 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 27
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- 31. Whitefence: 28% Increase in Revenue by Bidding to True Keyword Value • ROI lib of 17% • Spend increased 9% • Fully automated opGmizaGon
- 32. Best PracGces With Kenshoo and Invoca, you can opGmize your budget and strategy planning. List of best pracGces:
- 33. Best PracGces • What % of my campaigns are driving calls, and how many? • What higher conversion rates should expect? • How does this affect my lead volume forecasts?
- 34. Call with basic informa;on request QuesGons? Paul Wicker Director of Product , Kenshoo Paul.wicker@kenshoo.com 415-‐230-‐2500 Eric Holmen CMO, Invoca marke;ng@invoca.com 877-‐708-‐7111
- 35. Call with basic informa;on request Get a demo: hup://go.invoca.com/demo markeGng@invoca.com 877-‐708-‐7111