online marketing achieving effective return on investment darren moffett head of digital &...
Post on 19-Dec-2015
215 views
TRANSCRIPT
Online MarketingAchieving Effective Return On Investment
Darren MoffettHead of Digital & Direct Marketing
Banks Love
How Important Is ROI?
Key To Effective Digital ROI
Technology
Knowing how it works is the key to making it work harder
Websites
• IP
• Content Management
• Web 2.0
192.76.26.135
Unique Customer
Time Of Day Page Traffic
Location
Dial-up vs Broadband
Content Management
Text Images Navigation
Web 2.0
Search
• The Word
• Natural vs Paid For
• Keyword Validation
The Word
Low Fare
Cheap Flights
800
1.8m
Google Adword
Google Trends
• Design
• Spamming
• Self Profiling
Designing the experience•The creative needs to be designed in such a way that the user is taken on a visual journey •They need to be led to the prime messages and key calls to action. •Users absorb emails in eye bytes so the key messages must be upfront.•You have approximately 3 seconds to capture the users attention
Take the customer on a visual journey
Designing the experience
Focus on prime messages & key calls to action.
You have approximately 3 seconds to capture the
customers attention
5 TIPS TO AVOID BEING LABELLED A “SPAMMER!”
FREE
FREE
100% OFF
FREEBUY NOW
FREE
€25 Money Back
text
Testing
If you stop learning then your probably wasting money
Test Matrix
The Words
WWW
Don’t Over Complicate
Have A Vision
Journey
Is your budget disappearing through your “Leaky Pipe”?
Right From The Start
Don’t Lose Them
Darren
You messed up. You are obviously not intelligentenough to fill out this form. As punishment I wantyou to start over and I am not going to tell you whatyou did wrong! You’re a Loser!
Measurement
How Important Is ROI?
Return On InvestmentOver Achiever!
Online MarketingAchieving Effective Return On Investment
Darren MoffettHead of Digital & Direct Marketing
Banks Love