digital marketing - budgets, design principles and conversion
Post on 17-Oct-2014
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DESCRIPTION
Presented to MBA members in March 2011. Traffic is good, but what happens when they get to your website?TRANSCRIPT
THE BOTTOM LINE
WA People Who Intend in the next 12 Months to– Buy vacant land OR– Buy an established house OR– Buy a new house OR– Build a new house OR– Buy an established flat / apartment / unit OR– Build an established flat / apartment / unit
= A potential audience of 203,000 (11% of the total WA population)
THE OLD WAY
BUYERSEYEBALLS
THE NEW WAY
Peer ReviewsCompetitive alternatives
User – generated content
Recommendations from friends
BUYERS
CONTRIBUTORSEYEBALLS
PRINCIPLES TO KEEP IN MIND
1. Traffic is everything, and so is Relevancy. …put yourself in the shoes of the customer
PRINCIPLES TO KEEP IN MIND
Results
2. You are not (always) right. Neither is your designer.
The numbers don’t lie.
PRINCIPLES TO KEEP IN MIND
3. Different people interact differently. Browser? Questor? Blow-In? Socialite?*
4. Don’t make me think
5. Track your referrers and brand mentions… …and act on trends
* Thanks Matt Balara
CONTENT ANYWHERE / ANYTIME
10.25% IS SIGNIFICANT
BUDGETS + RESOURCING
• Digital media = branding + performance. It’s measurable (if you have someone to measure it).
• If it doesn’t work, change it or pull it offline.• 30% of marketing spend.• Allocate ongoing resources
to your website and SM.
