Strategy, often the missing link in a Conversion Marketing approach
In another article we made it clear that although tactics and the right channels are very important to reach a better ROI, it is even more significant to understand the strategic and overall context of your online marketing actions.
Let’s take it a little further. How can you as a marketer push yourself into a broader way of thinking? One way to start is to answer to the next questions before embarking upon a new online marketing mission:
- What change are you trying to make?
- Who are you willing to change?
- What promise are you making?
- What does this person believe about your offering and promise?
- What do they care about?
- Why don’t people choose you?
If you did put yourself in an empathic position and listen to your target audience. Don’t you think that your efforts would be more relevant if you have an answer to these questions? These questions are the basics on which your communications strategy is built and will make your marketing even more impactful.
A strategic approach demands personal reflection for the sake of being more relevant and - in the end - making more impact and reaching a better ROI. In order to help marketers achieve this, we have invited a speaker who will go in depth on marketing strategy, often the missing link in a conversion marketing approach.
Let’s introduce you to André Morys.
In order to find the perfect speaker regarding conversion optimization at Conversion Day, we have been looking for a perfect fit and found an all-star to share his valuable insights: André Morys. Why André? He is the founder of one of Europe’s leading agencies in conversion optimization: Web Arts.
André started analyzing the team structure, skills, methods and culture of several fast growing companies such as Amazon, Booking.com or AirBnb and found a similar growth pattern in all these organizations.
Based on these experiences and observations he developed the ‘Growth Canvas’: a strategical approach for conversion optimization. In his keynote presentation, André will shares these insights and practical examples that helped big companies to get faster on the growth track. Three things you will learn:
- Why Conversion Optimization is a misleading term
- How to have a deeper look into your customers minds
- Why you need a better plan for optimization