marketing trends in the it buying process and the go do's for it partners

Annemarie BrandsenMarketing Manager Microsoft Dynamics

annemarie.brandsen@microsoft.com

https://twitter.com/AnneBrandsenhttp://nl.linkedin.com/in/annemariebrandsen/

More than 4,5 billion people are empowered to share their

opinions, wants, and needs like never before.

44%of consumers complain via social media.

20%expect a response within 1 hour via social media.

The social customer also expects an unparalleled level of

service.

Everyone is connected, everywhere, all the time

>4.5 billionpeople on social

>6.8 billionon mobile

>400 milliontweets per day about product, services, and brands

150average number of times a person checks their phone each day

Likes…

Every touch point matters

Search…

References…

Reputation…

Reviews…

Engagement…

Service…

Shopping…

Ads…

Customers 2.0 know everything

employeescompetitorsproducts servicecustomers brand

Decisions are made before you can even engage

Customers are

57%through the sales cycle

before they talk to you

70%Of Buying process

complete without

sales *

* http://partnersinexcellenceblog.com/70-of-buying-process-completed-without-sales-invovlement/

CRM

Database

Complexity destroys great customer experiences

eCommerce Platform

Cross-channel Experience Consistency

Campaign

ManagementWeb

Analytics

Creative Design

Lead

Management

Mobile

Marketing

Social Media Marketing

Conversion Point Optimization

Email Marketing

Content / Nurture Marketing

Ad NetworksSEM / PPC

MarketingAutomation

Retention Programs

Cross- / up-sell Campaigns

Revenue Performance

Analytics

SocialListening Community

Manager

Web Content Mgmt

EmailMarketer

Social Marketer

BusinessAnalyst

AdAgency

SEO/SEMAgency

CMO

CRM

Database

Challenges of the CMO today

eCommerce Platform

Cross-channel Experience Consistency

Campaign

ManagementWeb

Analytics

Creative Design

Lead

Management

Mobile

Marketing

Social Media Marketing

Conversion Point Optimization

Email Marketing

Content / Nurture Marketing

Ad NetworksSEM / PPC

MarketingAutomation

Retention Programs

Cross- / up-sell Campaigns

Revenue Performance

Analytics

SocialListening Community

Manager

Web Content Mgmt

EmailMarketer

Social Marketer

BusinessAnalyst

AdAgency

SEO/SEMAgency

CMO

FRAGMENTED marketing plan

Advertising SILOS

Marketing & sales CHASM

INCOMPLETE channel engagement

MISSING marketing insights

INABILITY TO INNOVATEon customer experience

CRM

Database

Complexity for CMOs

eCommerce Platform

Cross-channel Experience Consistency

Campaign

ManagementWeb

Analytics

Creative Design

Lead

Management

Mobile

Marketing

Social Media Marketing

Conversion Point Optimization

Email Marketing

Content / Nurture Marketing

Ad NetworksSEM / PPC

MarketingAutomation

Retention Programs

Cross- / up-sell Campaigns

Revenue Performance

Analytics

SocialListening Community

Manager

Web Content Mgmt

EmailMarketer

Social Marketer

BusinessAnalyst

AdAgency

SEO/SEMAgency

CMO

Awareness

Search Engine Ranking Page (SERP)

Paid ads

Organic results

Organic: 70-75% of

clicks

Paid: 20-25%

Rank Matters

0%

5%

10%

15%

20%

25%

30%

35%

40%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Page Page 1

60%Clicks that go to the

top 3 SERP Rankings

% o

f to

tal c

licks

by

SER

P p

osi

tio

n

Rank

Typical Click-Through Rate (CTR) Curve

Target Phrases: Generic Vs. Long Tail

ANWERS TO THE FOLLOWING QUESTIONSMEASURE DISPLAY ADS – QUALITY ASSURANCE

HAVE THE IMPRESSIONS BEEN IN

VIEW ON THE USER’S SCREEN?

HAVE THE IMPRESSIONS BEEN

DELIVERED?

DOES THE REACHED

AUDIENCE MATCH

THE TARGETED AUDIENCE?

HAS THE ADVERTISER’S BRAND

NAME BEEN IN VIEW?

WERE THE IMPRESSIONS IN VIEW

LONG ENOUGH TO CONVEY THE

ADVERTISER’S MESSAGE?

SHOWING TRUE VALUE OF EACH

IMPRESSION!

DID THE IMPRESSIONS

CONTRIBUTE TO CONVERSIONS?

ON WHICH URL WERE THE

IMPRESSIONS DELIVERED?

Is your website mobile ready?

Websites SocialSearch: organic, paid, social

BingFebruary 2011 – incorporated Facebook likes

into search results

May 2012 – added social side bar

Bing SEO Guidelines on social media:

influence > sharing > positive signal to Bing

GoogleJune 2011 – launches Google +

Now including G+ results in SERPs

75% adoption by top 100 brands

• Search has become the one stop information shop

• Display ads drive Tech product research

• Content marketing highly valuated and used during the buying process

• Mobile : Customers rely on 24/7 connectivity with their mobile device –

Get Mobile ready

• Video is educational and informative, not just entertainment

• Social Media impacts your SEO. Get Social !

• Search – Invest ongoing in SEO and SEA ongoing

• Display ads – Important to create awareness; Critical note on delivery

• Content marketing – Start building a content & nurture marketing

strategy

• Mobile search - Get your website mobile ready (tablets, mobile), and

optimize on mobile SEO and SEA

• Video – Start using Youtube, and post different content type of videos,

depending on the audience and sales stage

• Get Social – Start using the largest impacting social media channels

(Facebook, Youtube, Linkedin, Twitter, Google+, Slideshare, Pinterest)

annemarie.brandsen@microsoft.com

https://twitter.com/AnneBrandsenhttp://nl.linkedin.com/in/annemariebrandsen/