mktg350 lecture 10232013

Online & New Media

SNC-MKTG350October 23, 2013

Tonight’s Agenda: Sales Funnel Tracking• Reading: Ch. 10, Don’t Make Me Think• Discussion:

– Tracking the sales funnel– Audience segmentation

• Blog Post Review: – Building a site for your multiple audiences: 7 guidelines

for identifying audience segments (Courtney)– Goal setting is Success Setting for your online

marketing efforts. 7 things to know about Google Analytics Goals. (Alden)

Correction!

• Your presentations and digital marketing plans are due to present in class on Thursday December 12th at 6:30

• Presentations will be 5 minutes only

• Give me your slides in advance via the blog.

Ripped from the Headlines!

Reading Recap: Ch. 10, Don’t Make Me ThinkYour top 5 take-aways:1.Increases goodwill2.Some people are less tolerant than others

– The situation your reader is in changes their tolerance levels

– Single mistakes can empty goodwill3.Hiding information is bad for goodwill4.Know what people want to do, questions they will ask on your site, make it easy to do it/find it5.Make it easy to recover from errorsHow might you use “being a mensch” in your digital marketing plan?

Back-End/Analytics Goal Setting: Why do we care?• Measure site’s performance to goals• Evaluate marketing channels• Track sales• Measure site’s health

Isn’t Google a Search Engine?

Yes.•They provide good searches because they capture a lot of data•That data can also be used and tracked on the “back-end” of your site for sales tracking

“Front-end” of your site

• Has text and images

• People read it• Comes up in

organic search results

“Back-end” of your site

• Has code• Browsers read it• Data about your

browser, location and history can be delivered to Google

<!DOCTYPE HTML> <html> <head> <meta http-equiv="Content-Type" content="text/html; charset=UTF-8" /> <title>Your Website</title> </head> <body> <header> <nav> <ul> <li>Your menu</li> </ul> </nav> </header> <form action="http://maps.google.com/maps" method="get" target="_blank"> <label for="saddr">Enter your location</label> <input type="text" name="saddr" /> <input type="hidden" name="daddr" value="350 5th Ave New York, NY 10018 (Empire State Building)" /> <input type="submit" value="Get directions" /> </form>

Why we need goals - video

https://support.google.com/analytics/answer/1012040?hl=en



Macro vs. Micro Goals?

• Macro goals:– Sell the product

• Micro goals:– Secondary goals

• Relation-building steps leading to sales• Create an account• Looking a specifications• Reading reviews

What can you learn from conversion rates? • Performance by device

– How far did they get when on a phone?– Did they get further, buy more when on a tablet?

• Demographics– Did men from Arkansas buy more– Did people buy more after 11 p.m.?

• Marketing channels– Who brought us the most valuable customers?

Multi-flow channel reportsRemember this diagram?

Multi-flow channel reports

• The path the user took through the site to complete a sale

• They could have come to the site from one of several sources– What quality of buyer is that channel providing

you?– Are they worth developing more?

Types of Goals (Google)

Goal Setting Process

1. Define your business’ goals2. Set up a Google Analytics account3. In Goals area, start defining the type and

outcome4. Track consistently over time

Putting it all together - video

http://www.youtube.com/watch?v=X5COjB1lzSE



Goal Setting Key Ideas

• Why do we go through this trouble?

• What pieces of goal setting do you care about most?

• How do analytics and sales connect?

Blog Topic: Why mobile websites matter in the marketplace.

• Blog criteria: 300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?

Blog Topic: Building a site for your multiple audiences: 7 guidelines for identifying audience segments


Blog Topic: Goal setting is Success Setting for your online marketing efforts. 7 things to know about Google Analytics Goals


Next session:• Quiz on Monday• Reading: Ch. ---• Discussion:

– Demographics online• Men• Women• Other people

• Blog Post Review: – What are women doing online? (Megan)– What are men doing online? (Holly)

mktg350 lecture 10232013

Technology