Nick Mattar Director of Marketing Detroit Regional Chamber The marketing of products or services using digital channels to reach consumers including channels that do NOT require the use of the internet ID: 566265
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Slide1
Marketing and Communications Metrics
Nick Mattar
Director of Marketing
Detroit Regional ChamberSlide2
“The marketing of products or services using digital channels to reach consumers, including channels that do NOT require the use of the internet.”Slide3Slide4
Web MarketingSlide5
Current Trends
Referral/Search Traffic vs Organic Traffic
Mobile web browsing
The Google impactSlide6
Referral/Search Traffic
Organic TrafficSlide7
Mobile Web
Now 60% of all web traffic
Mobile web usage is growing twice as fast as apps
Google does not care for unresponsive websitesSlide8Slide9Slide10
2.3
billion
searches are made on Google each second
100 billion
searches every month
75%
of all searches in the U.S. are on Google60 trillion pages are indexed on Google
40% dip in web traffic when Google goes down for 5 mins
Source: Expanded Ramblings
The Google ImpactSlide11
Business Growth Metrics
Exit rate
: Percentage of people who left your site from that pageSlide12
Business Growth Metrics
Exit rate
: Percentage of people who left your site from that page
Bounce rate
:
Percentage of people who only visited a single pageSlide13
Business Growth Metrics
Exit rate
: Percentage of people who left your site from that page
Bounce rate
:
Percentage of people who only visited a single page
Average time on page
: How long visitors spend on the pageSlide14
Business Growth Metrics
Exit rate
: Percentage of people who left your site from that page
Bounce rate
:
Percentage of people who only visited a single page
Average time on page
: How long visitors spend on the pageOrganic search: How many people found the page via search engineSlide15
Reporting Metrics to Stakeholders
Unique visitors
: How many different people visitedSlide16
Reporting Metrics to Stakeholders
Unique visitors
: How many different people visited
New visitors
: How many new people visitedSlide17
Reporting Metrics to Stakeholders
Unique visitors
: How many different people visited
New visitors
: How many new people visited
Average time on page
: How long visitors spend on the pageSlide18
Reporting Metrics to Stakeholders
Unique visitors
: How many different people visited
New visitors
: How many new people visited
Average time on page
: How long visitors spend on the page
Mobile visitors: How many different people visited via mobile devicesSlide19
Key Takeaway: Content Marketing
What exactly is content marketing?
Why does it matter?
How can it help my chamber?
Photo: Rival IQSlide20
Email MarketingSlide21
Current Trends
Design vs Deliverability
Nurture campaigns
Mobile emailSlide22Slide23
Nurture Campaigns
Good way to save time and increase leads
Need content to bring in organic leads
Marketing automation can be expensive
Photo: business2community.comSlide24
Mobile Email
Email is opened just under
60%
on phones
Browsers and email clients display emails differently
(Screen) size mattersSlide25
Business Growth Metrics
Unique open rate
: How many different people open an emailSlide26
Business Growth Metrics
Unique open rate
: How many different people open an email
Time and day of sends
: How open and click rates differ based on timing or dateSlide27
Business Growth Metrics
Unique open rate
: How many different people open an email
Time and day of sends
: How open and click rates differ based on timing or date
Conversions
: Number of recipients who actually took the desired action from an emailSlide28
Reporting Metrics to Stakeholders
Benchmarked open rate
: How your unique open rate compares to others in the industrySlide29
Reporting Metrics to Stakeholders
Benchmarked open rate
: How your unique open rate compares to others in the industry
Unsubscribes
: How many people remove themselves from your listSlide30
Reporting Metrics to Stakeholders
Benchmarked open rate
: How your unique open rate compares to others in the industry
Unsubscribes
: How many people remove themselves from your list
New subscribers
: New people who have signed up to receive emailsSlide31
Email’s Statistical Shortcomings
How long did an individual view an email?
What is my true open rate?
Is A/B testing all that it is cracked up to be?Slide32
Social MediaSlide33
Current Trends
The King: Facebook
Rising Star: Snapchat
Falling Fast: Twitter
What’s the deal with LinkedIn and Instagram?Slide34
Facebook
30%
of Facebook users are between the ages of 25 and 34
Engagement is highest on
Thursday
and
FridayTotal monthly active users increased
15% from 2015 to 2016
Source:
ZephoriaSlide35
Snapchat
4-6 billion
video views daily
100 million
daily active users
60%
of all smartphone users ages 13-34 use Snapchat
Source: Noble MouseSlide36
Twitter
1.3 billion
accounts created
550 million
have sent a tweet
391 million
accounts have no followers
79%
of accounts are outside the U.S.
Source:
BrandwatchSlide37
LinkedIn and Instagram
80%
of LinkedIn members want to connect with a company for professional development
LinkedIn company/group posts are only seen by
20%
of followers
70%
of Instagram user feed photos are missedInstagram now has more monthly active users than Twitter (400 million)
Source: B2B News Network and
ClickZSlide38
Business Growth Metrics
Click rates
: How often users click on your social media posts to a third-party (often your own) siteSlide39
Business Growth Metrics
Click rates
: How often users click on your social media posts to a third-party (often your own) site
Follower loss
: Can be difficult to measure, but is just as important as follower growthSlide40
Business Growth Metrics
Click rates
: How often users click on your social media posts to a third-party (often your own) site
Follower loss
: Can be difficult to measure, but is just as important as follower growth
Conversations
: How often users comment or share your posts and how/if your chamber respondsSlide41
Reporting Metrics to Stakeholders
Follower growth
: Vanity metric, yet still the most widely-accepted statistic across all social media platformsSlide42
Reporting Metrics to Stakeholders
Follower growth
: Vanity metric, yet still the most widely-accepted statistic across all social media platforms
Click rate
: Far and away the most important metric when trying to grow business, so it should be reported to stakeholders as wellSlide43
Staying Relevant on Social Media
Digital marketing blogs
Mergers and acquisitionsSlide44
Digital Marketing Blogs
Jeff Bullas
Chris Ducker
eMarketer
HubSpot
Internet Marketing Ninjas John
Loomer Marketing Profs Occam’s Razor Social Media Examiner Slide45
Other Topics to Consider
The rise of video
Wikipedia
Native advertising