Transcript
DIGITAL MARKETING PLAN XYZ.com Prepared By Ted Politidis
[email protected]
AUDIENCE/CUSTOMER SEGMENTS Target audiences may well be app developers or agencies, marketing houses, and medium to large corporations. North-American and European countries could quickly increase their share of visitors with their markets versed into app development. Current audience segments suggest that visitors are college-educated, half-split in genres and visit mainly from their workplace. Such insights can help drive outreach decisions to market to these audiences when they are in their best time and mood to accept the business messaging.
MARKETING KPIS
MARKETING KPIS - IDENTIFICATION Making sure all marketing KPIs are in place before starting the campaigns, so tracking is smooth and captures everything. Current primary KPIs identified (more will be added when business reports are available): 1. Lead generation (channel attribution and performance, audience segments, types of devices, etc.) 2. Registrations – New Customer Acquisition (1st conversion step) 3. Paid accounts (2nd conversion point). Registered free-trial users that later convert into paid users. - Brand Awareness Top-of-Funnel activity (essential to branding and for driving incremental growth).
MARKETING KPIS – LEAD GENERATION 1. Lead generation Currently, traffic is coming mainly from desktop devices. Some balancing required and consequently reverse the trend towards mobile devices. Two channels will benefit from this shift. SEO and SEA due to the upcoming changes in organic and paid search. For the record, a new Google index (mobile-friendly) will be built in 2017 featuring solely mobile devices with the current desktop index not updating anymore. This will have a severe impact on website traffic and will impact paid search.
MARKETING KPIS – CONVERSIONS 2. Registrations (1st Conversion) Currently 600 per month (20/day).
3. Paid accounts (2nd Conversion) Currently 10 Subscribers per month (1,7% CR) Conversion rate to paid plans is relatively low.
MARKETING KPIS – OTHER KPIS 4. Customers upgrading or downgrading to other packages A valuable metric will be to track how many paid subscribers to upgrade or downgrade (switching to other package options).
5. Interactive Visits and Conversion Rates Users who visited the website per month and did some action i.e. registering.
6. Customer retention rate This can only be tracked with more data available in 2017.
STATE OF COMPETITION
COMPETITION TRAFFIC ANALYTICS
XYZ.COM – TRAFFIC ANALYTICS To note that Bounce rate is high and can move down by 10-20 points with more content available.
Search traffic is low taking into account that paid ads are running, leaving room for other channels to perform around 25%. The search channels could deliver up to 70-80% combined. That is 46-66% increase compared to their current state.
PAID SEARCH (SEA) CHANNEL
STATE OF PAID SEARCH Main shifts in 2016 and expected for next year: • More than half of the trillions of searches happen on mobile devices • Google is preparing for mobile. Responsive-mobile Display Ads, Native Google ad inventory, Expanded Text Ads, Sitelinks. • Ads need to be mobile-optimized to meet quality criteria and rationalize spending • Elimination of right sidebar ads. In some cases up to 10 paid ad spots were removed. Now less space available to advertisers = higher bidding/costs • Only 3 spots available for advertisers • Web page copy (landing pages) need to be of high quality and mobile-optimized. • More changes are to be expected in 2017
XYZ.COM – PAID TRAFFIC (USA) The state of paid traffic from USA rising since February 2016. Ad costs follow along (next slide).
XYZ.COM – PAID TRAFFIC COST (USA) Optimizing ad spending is critical for lowering the CPR to $8,57 (see budget slide near the end). Note the cost drop in October 2016 despite the growth of traffic (previous slide). Then ad costs rise again. Quality ad copies, elaborated bidding, competition monitoring, and tracking will ensure optimal performance.
XYZ.COM – PAID KEYWORDS (USA) The graph below shows that there is more room for optimizing the ad placements. Monitoring the competition trends and cost-effective bidding will not exhaust the ad budget and deliver high yield.
XYZ.COM – LPS, AD KEYWORDS & AD COPIES (USA)
Mobile devices show no paid traffic if verified then that is an issue.
ORGANIC SEARCH (SEO) CHANNEL
ORGANIC VS. PAID TRAFFIC Organic traffic could be 6-9 times cheaper than paid. Paid traffic is rising as shown in previous slides. The drop in organic traffic from August this year needs investigation for possible quality issues as it matches the dates of Penguin 4.0 update rollout.
SEO METRICS Competitors (selling the same services) occupy a position in organic search and get their traffic share. XYZ.com metrics need to raise close or above the average competitor.
ORGANIC COMPETITORS (DESKTOP USA) Competitors on desktop devices and their market share
ORGANIC COMPETITORS (MOBILE USA) Competitors on mobile devices and their market share. Here is where the major effort needs to happen due to Google shift to mobile (explained in slide 12).
TECHNICAL AUDIT - DATA GATHERING The Technical SEO Audit helps with identifying on-page issues that may impact the SEO performance negatively. What we look for when running an audit 1.
Indexation and Crawling rates, Server-side files
2.
Response Errors and Headers
3.
Duplicate or Missing Page Titles, Descriptions, Heading tags, Image tags, Canonical tags
4.
Length of Content
5.
Popularity Metrics
6.
Page Load Time
7.
Broken Links
8.
Missing or Wrong Redirects
9.
Inbound/Outbound Links etc.
CONTENT MARKETING CHANNEL (TOF)
AUDIENCE ENGAGEMENT WITH CONTENT What are the audience/customer characteristics and why the audience(s) are so important? We need to know our audience, so we spent the resources efficiently. By understanding our audience demographics and interests, we will be able to: • Produce the right content for the audience groups • Offer the content to them at the right time when they are online and in the right mood • Be helpful to them by solving a problem they face or fulfill one of their needs (transactional or informational). Audience Demographic s / Interests
Content creation
Content publishing
Leads/Sale s
CONTENT – TYPES
CONTENT – IMPORTANCE
Content developed for keywords beyond the core can provide an indirect benefit of improved rank on keywords at the core
Content allows us to engage with growth customers further up the funnel
Engaged users will feed full-funnel addressable media platforms.
Content provides a catalyst for paid amplification channels
CONTENT – BENEFITS
COMPETITION – CONTENT EXAMPLES
COMPETITION – CONTENT EXAMPLES The importance of content is paramount to create evergreen campaigns. Content drives engagement and builds up the brand name.
XYZ.COM - CONTENT ENGAGEMENT METRICS If we want to assess the engaging rate with our content, we can take a look at the shares that the website receives. There is room to grow in most cases, and competition is not harsh. Note that shares are an engagement metric and free advertising!
SOCIAL MEDIA CHANNEL
COMPETITION – FACEBOOK #1 Source: https://www.facebook.com/AppAnnie/
Source: https://www.facebook.com/applyzer/
COMPETITION – FACEBOOK #2 https://www.facebook.com/appfigures/
Source: https://medium.com/@Lippapp/how-we-hit-1-on-the-app-store-58fb237 6ebb1#.9sloxdjoh
COMPETITION – MEDIUM.COM #1
Source: https://medium.com/app-insights/the-european-app-economy-a-spotlight-on-local-pu blishers-7eee8de5298a Source: https://medium.com/@Lippapp/how-we-hit-1-on-the-app-store-58fb2376ebb1#.9sloxdjoh
COMPETITION – MEDIUM.COM #2 Source: https://medium.com/data-bits/top-sdks-installed-in-all-android-games-c2c825884b93#.tmwdf1xz5
Source: https://medium.com/appfigures-news/complete-tracking-support-for-the-imessage-app-store-a30afb655dd3
SOCIAL MEDIA ENGAGEMENT
VIDEO MARKETING CHANNEL
EXAMPLE OF YOUTUBE TRUE-VIEW CAMPAIGN A campaign running YouTube True-View Ads could yield the following results as per example table below
PERFORMANCE TRACKING & ANALYTICS
MEASURING ALL KPIS The growth KPIs will be measured per MoM and YoY basis. Growth KPIs: Visits, New Customer Acquisition (NC), Customer Retention, Interactive Visits, Registrations, Regs to Paid
Accounts, Cost per Registration (CPR). More KPIs: Bounce Rate, Page Views, Device Types, Referrals, etc. The main attribution model that will be used is the Last-click (Last-touch or Last-interaction) via Google Analytics. Targets and Goals will be set in GA to monitor the conversions. Funnel monitoring and optimization. GA will be associated with Paid Advertising i.e. Adwords and Google Webmaster Tools to monitor paid and organic performance. Other traffic acquisition channels will be tracked via the placement of the so-called tracking pixels (campaign monitoring) Demographics, Behavioral analysis, Cohort analysis, etc.
CHANNEL SPLIT & 2017 BUDGET
MARKETING CHANNELS A media mix is required to make sure we exploit every lead. It is useful to have a clear picture of how the various media interconnect to build a comprehensive marketing approach. Some channels will need some localization to adapt to local markets/languages/audiences.
PROPOSED ROADMAP
Today
30 days
60 days
90 days
2nd Q
3rd Q
LP Optimization Audience Research
Monthly Review
4th Q
Project Review Marketing Campaigns Monthly Review
NC Increase Monthly Review
Quarterly Review
Quarterly Review
CHANNEL SPLIT & 2017 BUDGET Planned for 50K per quarter, 200K per year.
The budget can be further split into regions, devices, and other critical business segments for tracking purposes.
EXPECTED 2017 GROWTH
Growth KPIs
Projection
Timespan
12 months (2017)
New Customers (NC) - Registrations
47,000
Paid Accounts (1,67 CVR)
784
Overall Cost per Registration (CPR)
$4.26
Overall Cost per Paid Acc.
$255.1
