Depesh Mandalia – The Acquisition Marketing Puzzle Most Fail to Complete (Turing Fest 2016)

Transcript

1. The acquisition marketing puzzle most fail to complete @ DepeshM
2. Depesh Mandalia Chief Marketing Toucanoo @ DepeshM www.toucanbox.com
3. “Building an acquisition marketing machine that scales through insights”
4. Acquisition marketing Marketing Paid search PR Paid social Content TV Word of mouth consumer action
5. Common missing pieces > Mission > Insights > Agility Scaleable Growth Marketing > > Paid search PR Paid social Content TV Word of mouth Landing pages
6. “The Theory and Practice of Selling the Aga Cooker.” “ the best sales manual ever written ”
7. Advertise & Sell Think as a salesperson first, Marketer second
8. Deep product, consumer & market insights Attack with a ready defence Scientific testing and measuring
9. MISSION INSIGHTS AGILITY
10. 1. Mission Do you matter?
11. Starts with why and what you’re marketing - go beyond the how.
12. It’s not about the revenue That’s your outcome
13. It’s about your purpose your customer’s outcome
14. Mission Driven Marketing Product + Marketing = growth
15. 2 examples
16. “ … to be Earth’s most customer-centric company, where customers can find and discover anything”
17. “ … to be Earth’s most customer-centric company, where customers can find and discover anything”
18. “ To create a retail environment that offers unbelievable value and variety and satisfies customers of every lifestyle”
19. “ To create a retail environment that offers unbelievable value and variety and satisfies customers of every lifestyle”
20. Mission Driven Marketing The purpose The outcome The Sizzle
22. * If you have a body, you’re an athlete
24. Marketing is more than just Num13r$ CPC CTR CPA CPM ROI CR % Spend ATV
25. Customers care about Outcome
27. 3 examples of mission-driven marketing
28. 1: Selling the emotion
29. 2: Selling the experience
30. 3: Selling the foreplay
31. 2. Insights Do you ever ask why?
32. Product & Customer insight the foundation of growth
33. INSIGHTS not data
34. 9 example insights to demonstrate what marketers often neglect
35. Are you targeting the right type of customer?
36. Pivot from parents to gifter
37. Long vs short-form sales?
39. What are your potential customer’s concerns?
40. Customers are not alike
41. Why are customers not transacting?
42. Funnels are a marketer’s BFF
44. segment funnels
46. interrogate funnels
47. Why are potential customers exiting the details page?
49. Does tv drive direct marketing?
51. Are your customers, advocates?
53. Is satisfaction uniform?
56. Are you attracting the right customers?
59. NPS Bonus: Testimonials!
61. NPS Bonus: FB Lookalikes!
63. But… this is just cro stuff?!
64. 3. Agility Are you agile, lean and ready for growth?
65. Fail fast, fail often
66. Hypothesis Prioritisation Test Outcomes
67. Example: I believe by [_____] [____] can increase by [____] Because [_________]
68. I believe by creating a landing page for each FB audience type, Conversion rate can increase Because we can target mums, dads and grandparents with relevant copy and visuals and break down their key concerns and barriers
69. Hypothesis Prioritisation Test Outcomes Questions Play the %’s
70. Hypothesis Prioritisation Test (mvp) Outcomes Questions MVP it
71. MVP: create a landing page for mums to specifically break down their key concerns and barriers
72. Hypothesis Prioritisation Test (mvp) Outcomes Questions PROCESS
73. Process: create a landing page for mums to specifically break down their key concerns and barriers
74. Hypothesis Prioritisation Test (mvp) Outcomes Questions Learnings LEARN
75. Outcomes & learnings: landing page for mums increased conversion rate on the mum’s fb campaign by 20%. Do more lps for mums! Next steps: 1. Try more variations of the mum’s lp 2. Test dad’s and grandparent’s lp
76. Hypothesis Prioritisation Test (mvp) Outcomes Questions Learnings GROWTH!
77. acquisition marketing machine: keeps mission front and centre extensively uses product & customer insight scales fast via agile test and learn
78. Depesh Mandalia Chief Marketing Toucanoo @ DepeshM www.toucanbox.com The end.