data-driven marketing roadshow butter+fish - march 25, 2014
DESCRIPTION
Presentation by Butter+Fish Founder Jeroen van Egmond. Data-Driven Marketing Road Show at De Balie in Amsterdam, March 25 2014TRANSCRIPT
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Brand Driven Conversion
Jeroen van Egmond (Butter+Fish)
Marc Maas (XXS)
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Topics
• About us
• Left versus right brain – Working with creatives
• Zero moment of thruth
• Case – Carglass
• Brand and Challengers
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About us
Butter+Fish | The conversion company Data Driven marketing agencyFocus on sales & conversion optimalisationPart of full service communications agency – XXS AMSTERDAM
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A little story about A/B testing
Where the left and right brain sometime meet in an creative agency
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You are going to do what.....?!
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Oeps…!
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Data and touchpointsZero Moment Of Truth
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Life was so easy (right?)
Thank you: Think Insights with Google
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Touchpoints – Zero moment of Truth
Thank you: Think Insights with Google
Inbound marketing
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Balance between Push and Pull
can't live with it, can't live without it.
PUSH PULL
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Brand Driven Conversion
Dont forget your brand when creating content.
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Online (Data Driven) campaign
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Male, car owners…
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Why should we invest in online campaigning…?
It’s going fine as it is…
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Take it a step further…
Ask ourselfs a couple of questions….
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What drives conversion?
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Campaign creatives
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1,3 million visitors daily
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Target audienceRetargetingHolidayEntrepreneursInsuranceWhitespots /HotspotsCar sellersWoman / young mothersGeneral
Target audienceRetargetingHolidayWhitespots /HotspotsWoman / young mothersGeneral
Target audienceRetargetingHolidayWhitespots /HotspotsWoman / young mothersGeneral
Target audienceRetargetingHolidayWoman / young mothersGeneral
CTR* Conversies **
Evaluatie en optimalisatie
Target audienceCar sellersEntrepreneursInsurance
NEWAlgemen texttlinks + extra budget
Banners + textlinksWhitespots BannersHotspots Den bosch Almere
Textlinks:HotspotsWhitespotsyoung mothers Holiday
Target audienceRetargetingWoman / young mothersGeneral
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Conversions*
To do: Carglass088 -
0406125
After the campaign stopped
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Result
• Defined new target audience..
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3. Campaign / traffic
4. Conversion test 5. Statistics 6. Results1. Strategy / Tactics
2. Concept
The proces: Plan, Do, Check, Act!
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Data is awesome…
• … do not forget your brand• Well known and trusted brands just sell easier
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The “old” models still work (1925)
conviction
Satisfaction
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Brand & ChallengersButterfly in the Boxingring
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7 rules for challengers who want to win and marketleaders who don’t want to lose.
1. Inside is outside
2. Win your client harts
3. A pricefigther is not a challenger
4. Get in to the boxingring
5. Attack your opponent in his weakness of his strength
6. Move like a butterfly
7. Fcuk the comfort zone
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One last thing…If you are not getting the data or conversion you are hoping for?!
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