decision makers: stop thinking tactics, start thinking campaigns

Decision Makers: Stop thinking tactics, Start thinking campaigns.

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© 2013 Capstrat, LLC. All Rights Reserved.

Newspapers have lost $40 Billion in advertising revenue since 2000.Source: Newspaper Association of America #TotallyAwesome

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The number of pieces of mail delivered by the US postal service dropped from 250 Million to 50 Million over the last 6 years.Source: USPS

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Content on the Internet tripled between 2010 and 2013.Source: GoGlobe & Qmee

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90% of all Internet traffic in 2017 will be video.Source: Cisco

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Sharing on social media hasdoubled between 2011 and 2013. Source: KPCB

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The half-life of a piece of content shared on Twitter and Facebook is 3 hours.(Half-life = 50% of Total clicks) Source: Bit.ly

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The average US adult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack 2013

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73% of people surveyed wouldn’t care if the brands they used disappeared from their life. Source: Co.Exist

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42% of global marketers say acquiring new customers is one of the top three marketing challenges facing their organization.Source: IBM

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It is 6 to 7 times more expensive to acquire a new customer than it is to keep a current one. Source: White House Office of Consumer Affairs

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Title Goes Here

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But with this opportunity comes the potential inertia of too much...

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How can you bring structure to the chaos?

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16

Funnel

• testing/optimization

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17

Funnel

• testing/optimization

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18Sales, New Members, Advocates, etc

The Approach

Awareness/Attention

Action

Desire

Interest

Universe of People

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19

Planning/Strategy

Action

Desire

Interest

Universe of PeopleAudience

Segmentation

Awareness/Attention

Account Planning

Research

Positioning

Messaging

Delivery

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20

Awareness/Attention

Account PlanningResearch

Positioning

MessagingDelivery

Action

Desire

Interest

Universe of PeopleAudience

Segmentation

Awareness/AttentionPublic Relations

Advertising

Social Media

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21

Interest

Account PlanningResearch

Positioning

MessagingDelivery

Public RelationsAdvertisingSocial Media

Action

Desire

Interest

Universe of PeopleAudience

Segmentation

Awareness/Attention

Direct Marketing

Search

Social

Channel Marketing

Digital Experience

Native Advertising

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22

Desire

Account PlanningResearch

Positioning

MessagingDelivery

Public RelationsAdvertisingSocial Media

Action

Desire

Interest

Universe of PeopleAudience

Segmentation

Awareness/Attention

Direct MarketingSearch

Social

Digital ExperienceChannel MarketingNative Advertising

Infographics

Video

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23

Action

Account PlanningResearch

Positioning

MessagingDelivery

Public RelationsAdvertisingSocial Media

Action

Desire

Interest

Universe of PeopleAudience

Segmentation

Awareness/Attention

Direct MarketingSearch

Social

Digital ExperienceChannel Marketing

Videos Infographics

Native Advertising

Conversion Optimization

User Experience

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24

Relationship Cultivation and Management

Action

Desire

Interest

Universe of People

Awareness/Attention

Customer Segmentation

Lead Management Strategy

Tactical Execution - Timing - Channels/Tactics

Marketing Content Strategy

Marketing Automation

Analytics

Optimization

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25

B2B Industry Benchmark for Lead Conversions*

Suspects

* Based on industry averages/benchmark developed by Netprospex

Prospects

Marketing Qualified Lead

Sales Accepted Lead

Sales Qualified Lead

Closed Deals

Avg Size of Sale

2014 Marketing Generated Revenue Goal

$$$$$$

x $$$$

2%

4%

67%

47%

31%Closed Deals

Suspects

Prospects

Marketing Qualified Lead

Sales Accepted Lead

Sales Qualified Lead

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25

B2B Industry Benchmark for Lead Conversions*

Suspects

* Based on industry averages/benchmark developed by Netprospex

Prospects

Marketing Qualified Lead

Sales Accepted Lead

Sales Qualified Lead

Closed Deals

Avg Size of Sale

2014 Marketing Generated Revenue Goal

$$$$$$

x $$$$

2%

4%

67%

47%

31%Closed Deals

Suspects

Prospects

Marketing Qualified Lead

Sales Accepted Lead

Sales Qualified Lead

www.silverpop.com/roi/calculator/

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© 2013 Capstrat LLC. All Rights Reserved.

28

Content

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Content Engine

29

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Optimization and Testing

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31

Optimization/Testing

Action

Desire

Interest

Universe of PeopleAudience

Segmentation

Awareness/Attention

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Measurement/Analytics

Loyalty

Sales

Attribution

High Value Behaviors

Completion of Task

Likes/Follows

Page/Video Views Time

Spent

Clicks

CTR/CPC

Visits

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Analytics Framework

33

OutputsContact/response level

Reach, touch, click

Business Goals Organizational level

Added value

OutcomesPerception andbehavioral level

Knowledge, opinions, attitudes

FrequencyVisits

Site conversionsProminence

Message impactShare of voice

Journalist inquiries…

AwarenessComprehension

RecollectionRecognitionCredibility

Image changesRecommendationsPurchasing intent

Sales...

Revenue/turnoverContracts closedReputation value

Brand valuePrice-earnings Ratio

Market shareStock price

Employee retention...

Impact on tactics/media/channels

Impact on targeted groups

Impact onthe organization

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Thank You

Shane Johnstone. sjohnston@capstrat.comt. @shanetjohnston

Jon Barlowe. jbarlow@capstrat.comt. @Jon_Barlow

www.capstrat.com