SFIMA Pubcon Keynote: The Key to Amazon's Empire

Last Thursday was the SFIMA / Pubcon Annual Summit at the Fort Lauderdale Convention Center. With 18 sessions, 2 keynotes and over 30 of Digital Marketing's best internet gurus it comes to no surprise there was only a 1% no-show rate for the 200 marketers that registered for the event. 

The morning keynote was presented by Jeffrey Eisenberg, Co-founder of FutureNow Inc. and author of 'Call-to-Action' and 'Waiting for your cat to bark?', about the '4 Pillars of Amazon's Success'. His one hour keynote was extremely informative, given Amazon is very secretive about their business strategies. 

The 4 Pillars of Success are as followed:

1. Customer Centricity
2. Continuous Optimization 
3. Culture of Innovation 
4. Corporate Agility

First is Customer Centricity. "80% of Company's believe they are customer centric; 8% of their customers would agree".  Amazon has focused their company on giving the consumer exactly what they want - better customer centric service with lower priced items. 

Amazon offer Continuous Optimization. They focus on 4 key points for their optimization objectives:

• Selection
• Price
• Availablility
• Experience

This continuous effort from Amazon has shown that 2/3 of their web purchases are returning visitors; and not only are they returning, but they visit Amazon 3x more and spend (on average) 3x-5x more than new customers. 

Apple is not the only business to be successful in the Culture of Innovation. When analyzing the data of Amazon's reports they look at the data not as a "here it is" but rather a "here is what it could be". Amazon has also created the next generation CEO with the title of the "Customer Experience Officer". With making the head of the company's focus on the customer experience, Amazon is taking customer service to a whole new level. 

Corporate Agility is the ability for a business to adapt rapidly and cost efficiently in the corporate world. Amazon has uses different software to help with their agility opportunities. One software that is used is for Amazon's pay-per-click marketing campaign is DataPop. DataPop has allowed Amazon to create high-performing, customized, relevant ads that have in-turn doubled Amazon's PPC conversion rate and lower their cost per lead. Through DataPop's dynamic keyword ad strategies, Amazon is able to provide more relevant and targeted ads that result in a better customer experience and more sales. 

BloomReach is a software used to help Amazon's Organic ratings on all search engines. BloomReach's data driven technology has allowed Amazon to deliver relevant content that has optimized the customer's experience across multiple channels. Neiman Marcus released statistics after using BloomReach for SEO purposes and confirmed a 31% increase in organic reach! 

The SFIMA / Pubcon Summit was a great one day conference that targeted all areas of digital marketing. If you were not able to attend the conference, Pubcon Las Vegas is from October 6 - 9, 2014 at the Las Vegas Convention Center. If you are interested in attending please contact Joe Laratro for an exclusive coupon code. We hope to see you there! 

Subconscious Directional Cues

 

Tuesday, May 14, 2013 was the SFIMA Pubcon Summit in Davie, Florida. Some of the world's leading Internet marketers gave presentations on SEO, SEM, and Social Media Marketing. One of the most interesting presentation was given on Conversion Rate Optimization. In the lecture, they gave examples of how clear logos, toll-free phone numbers and visible shopping carts can give a boost in sales. They also showed that a strong return policy (if your site is E-Commerce) or a strong sense of Customer Service will help the audience to convert more easily. When you are trying to convince your audience to convert you should use 'directional cues'. This caught my attention when the subject was introduced because directional cues are a form of Neuromarketing. There are two forms of directional cues: (1) Implicit and (2) Explicit.

 

Implicit Directional Cues are those that are implied such as direction of view, color, visual weighting, prioritization, repetition of color, size or shape that engages your audience more. Explicit Directional Cues are very direct, they have arrows, lines, or curves showing them 'this is where your eyes should be'.

 

Although explicit directional cues are useful and obviously engage your audience they can sometimes be too overbearing. This is why it is important to constantly be testing your landing page to see what engages your audience most. Test your site using both implicit and explicit directional cues. For implicit use people then objects, what does your audience convert more on? If it is people, then test a single person or a family? A male or a female? White or ethnic? Older or Younger? The greatest 'take-away' that I had from the SFIMA Pubcon Summit was a quote by Paul Ryazanov that said "In God we trust, everything else we test". I believe that in marketing and especially Neuromarketing this is true.

 

Call my office 954-281-9995 or email me at BDiaz@Tandem-Interactive.com if you would like to have a meeting with me on some ideas for Landing Page Optimization or Conversion Rate Optimization using directional cues and Neuromarketing.