Consumer-First Mentality, Landing Page Optimization and Attribution
In digital marketing, the one constant is change. 3Q Digital gathered 150 colleagues, partners, and clients to Levi’s Stadium, the home of the San Francisco 49ers and Super Bowl 50, for a day- long dive into the newest, emergent, and most critical trends in the digital space – including the true growth drivers companies must embrace going forward.
The day of panels, interviews, workshops, great food and drink, and 49ers sightings took place in the BNY Mellon Club West Conference Center, which opens on the ground level to the field’s 50-yard line. Participants included stalwarts from 3Q, Google, Yahoo, Optimizely, SurveyMonkey, PicsArt, Fast Company, The Real Real, Sungevity, and more.
Couldn’t make it to the summit? We’ll break down takeaways and key lessons learned from each of the panel’s here. Tune in next week for a recap of the fireside chats and customer panels.
Panel 1: The Evolution of Agencies and What Clients Should Expect
Participants: Moderator: Scott Rayden, CMO, 3Q Digital; Mason Garrity, VP of Strategy, 3Q Digital; Ron Fusco, Director of Strategy, 3Q Digital; Marcy Strauss Axelrod, Strategy Lead, 3Q Digital
Panel/Topic summary: Agencies simply doing channel management are doing their clients a disservice. Today’s clients should demand more from an agency: a systematic methodology that identifies and addresses missed opportunities for the client to discover and connect with their customer base.
– Incorporate a customer-first mentality into your marketing; it’s not about channels anymore.
– Focus on the following growth drivers: customer journey, technology, user experience, devices, media channels, and analytics.
– “The future of digital marketing relies on a consumer-first mentality. All strategies must be built around that.”
Panel 2: Fine-Tune Your LPO
Participants: Moderator: Joe Kerschbaum, Account Director, 3Q Digital; Adrienne Abrams, Sr. Director of Creative, 3Q Digital; Sean McEntee, Account Lead, 3Q Digital; Hudson Arnold, Strategy Consultant, Optimizely
Panel/Topic summary: Landing-page optimization requires iterative testing on strong hypotheses to raise conversion rates across mobile and desktop pages. We looked at a case study for CuriosityStream, a new brand that launched in early 2015 and achieved 31% CVR lift in the first three weeks after LPO testing and adjustment.
– Good LPO is not a one-time deal; it requires iterative testing (and each cycle of tests must have hypothesis and a purpose).
– If you’re new to LPO, invest a little at first, and don’t be afraid of change.
– If data is inconclusive, examine the testing parameters and adjust.
– Be smart about the user experience; leverage successful ad copy in landing pages where appropriate.
– “If you haven’t gotten into LPO, just do it. If you’re spending thousands of dollars on ads, lost clicks cost much more than better landing pages.”
Panel 3: Increase Revenue with 1st-Party Data
Participants: Moderator: David Rodnitzky, CEO, 3Q Digital; Brad O’Brien, Director of Social, 3Q Digital; Joe Stephens, Director of Native Advertising, Yahoo; Russell Sprunger, Advanced Data Strategy Lead, Google
Panel/Topic summary: As evidenced by Google’s recent announcement of Customer Match, 1st-party data is one of the most powerful assets in digital marketing. Whether on social, native, search, display, or retargeting, 1st-party data allows customization, segmentation, and advanced targeting proven to significantly improve ROI. Combined with lookalike targeting, 1st-party data also gives advertisers access to relevant new audiences for their purchase funnels.
– 1st-party data quality depends on recency to be at its most relevant.
– With Custom Audiences on Facebook, a key to using 1st-party data effectively is intelligent segmentation of lists. Take a relevant approach, not a blanket approach. All customers are not created equal.
– 1st-party data can be used for exclusions (e.g. users who have already converted).
– Be thoughtful and responsible with your data.
– “1st-party data lets you know who you’re speaking to and how you’ve spoken to them – and what their last touchpoint with your brand was.”
Panel 4: Device and Channel Diversity – The Attribution Riddle
Participants: Moderator: Ron Fusco, Director of Strategy, 3Q Digital; Ada Pally, Sr. Director of Client Services, 3Q Digital; David Perez, Acquisition Marketing Specialist, Convertro; Ramy Mora, VP of Worldwide eCommerce Marketing, HP
Panel/Topic summary: Attribution is still a bit of a black box in digital marketing; strategies depend on company objectives and preferences. Offline-to-online (and vice versa) interplay is one of the most crucial measurements for companies with both website and brick-and-mortar properties. Attribution isn’t perfect, but it can help measure value of interactions and show companies where the customers expect to be able to interact with them.
– Attribution is not all-or-nothing; start by making sure tracking parameters are in place.
– Advanced attribution must be holistic; track all channels and device types to gain ability to optimize campaigns.
– Every touchpoint (online/offline, SEM, social, etc.) needs a mobile connection experience.
– “The biggest attribution win is to understand how channels and devices interact with each other. From there, it’s easier to derive the value of each touch point.”