Our Approach to Internet Marketing!
Customer Conversion process is not a result of a single marketing tool alone. It results from a complex set of recurring events which prompt users to engage.
If at any point prospect sees the competing brands banners on blogs and forums, chances are he sees offers from competitors and is lured towards their websites, and a customer is lost
To get conversions we have to identify, target and continoiusly pursue the prospect through different marketing media.
Customer Conversion Process
Mediaplex found that 70% of conversions were preceded by exposures or interactions with two or more online channels prior to the final conversion event
Mediaplex's studies also showed that paid search links are often simply used as navigational tools as opposed to new lead generators, with 70% of paid search conversions coming from branded keywords. Which results in around 50% drop in Cost Per Click budget. Example QuickCar.com instead of "Car Rentals"
The analysis also revealed that 45% of the conversions credited to paid search were preceded by an exposure and/or interaction with at least one of the client's display advertising banners prior to converting
Note: Figure shows that 70% of all conversions are generated through Multiple Channels of Advertising
Path to Conversion: Before the Last Click
Trigger - Email triggers an interest in prospect.
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Direction - Prospect searches for product on search engines and lands on product review and blog sites
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Decision - Prospect sees the brand's banners on blogs and forums. This is where he makes up his mind after reading reviews.
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Converts - He searches for "BRAND NAME" on search engines this time instead of generic terms, which has 70% lower cost per click rate.
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