presenter epic experiences - emarketer...dec 17, 2019  · compounding return of content...

© 2019 eMarketer Inc.

Epic Experiences

& the Future of

Marketing

Michael Brenner

CEO

Marketing Insider Group

Douglas Clark

Global Director, Public Relations

eMarketer

Sponsored content presented on behalf of

MODERATOR

December 17, 2019

Tech-Talk Webinar

PRESENTER

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Epic experiences and the future of marketingMichael Brenner @BrennerMichael

To CREATE EPIC EXPERIENCES, OUR CONTENT MUST COMPETE WITH…BABIES

KITTENS

AND . . .

Source: Giphy

Marketing Has

a Marketing

Problem

The CMO of ?Chief Growth Officer:

Sales -2% / -7%

“In order to make people love Coca-Cola we need to show

ads of people who love drinking Coca-Cola.”

Source: AdAge

80% of

CEOs NOT

HAPPY

With CMOsONLY 20% NOT SATISFIED

WITH COO / CFO / CIO / CHRO~ FOURNAISE GROUP

Hey CEO, what should Marketing DO?

• LEADS • REVENUE • ROI

“I want a new logo.”

CEO

“We need a new brochure, and…”

Sales

“Let’s run some ad campaigns!”

@BrennerMichael

Marketing

“We need to recruit some nice people.”

@BrennerMichael

HR

“Keep costs down!”

“Comply with this new procedure!”

@BrennerMichael

“We need more content!”

“What’s the

ROI?”@BrennerMichael

CEO

60-70%of the content we create goes completely

unused.@BrennerMichael

WHYDO WE DO

ALL THIS STUFF

WE KNOW WON’T WORK

@BrennerMichael

Behind every

bad Marketing idea is an

executive who asked for it.

@BrennerMichael

C h a r i t yB u s i n e s s I n st i n c t

Marketing That Attracts Buyers

Content Marketing

What We

Publish

WhatCustomers

Want

Empathy

S r . D i r e c t o r , C o n t e n tC l e v e l a n d C l i n i c

How can I show our executives what truly makes us different?

S r . D i r e c t o r , C o n t e n tC l e v e l a n d C l i n i c

www.health.clevelandclinic.org

1 article / day for 5 years

0

100

200

300

400

500

600

A FEW TIMES

A YEAR

< MONTHLY 1-2X PER

MONTH

1-2X PER

WEEK1 PER DAY

MORE THAN

1 PER DAY

TRAFFIC / CONVERSIONS BY PUBLISHING CADENCE

IND

EXED

TR

AFF

ICTip 1: Frequency Drives Results

2-4 articles per week

Content Marketing

What We

Publish

WhatCustomers

Want

Empathy

Tip 2: Focus on Buyer interests

HOW DO YOU EXPLAIN THE IMPORTANCE OF

EMPATHYTO EXECUTIVES

WHO DON’T HAVE ANY?

Content Marketing Programs Are Digital

Assets With Real Value That Grows Over Time

COMPOUNDING RETURN OF CONTENT MARKETING

-

100,000

200,000

300,000

400,000

500,000

600,000

0

100

200

300

400

500

600

Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15

Traf

fic

# A

rtic

les

Content Marketing Revenue

Tip 3: Sell The Business Case

RETAIN

CONVERT

ENGAGE

REACH Using the keywords they use,

Creating the content they want,

Converting them to sales, and

Retaining that engagement.

HOW DO WE

GET

EVERYONE

ON BOARD?

B r a n d C o m m u n i c a t i o n sC a p G e m i n i

Annual Goal:

1. Increase Revenue

2. Elevate our Experts

P h i l M i c k e l s o n

C h r i s t e l B o e l j o n

T i g e r W o o d s

Sponsor a Golfer?

Sponsor a Golfer!!!

Pushed back

@BrennerMichael

Customer

What’s In It

For The Customer?

Tip 4: Answer Customer Questions

Ask: 0.1% sponsorship

Goal: 1. Raise Awareness

2. Elevate Experts

Result: 1M+ visitors

Result: $1 Million in Sales

@BrennerMichael@BrennerMichael

Sponsor a Golfer?

Sponsor a Golfer!!!

Pushed back (again)

Results : $24 Million in Sales

@BrennerMichael

Ask: Double the budget

Measure: Double Awareness

and Sales

Tip 5: Activate Your Experts

1. Frequency = Results2. Focus on buyer interests3. Sell the business case4. Answer customer questions5. Activate your experts

For EPIC Customer ExperiencesAnd Better Business Outcomes

The Formula for EPIC Experiences

Thank You!Michael Brenner

@BrennerMichael

© 2019 eMarketer Inc.

Epic Experiences & the

Future of Marketing

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Michael Brenner

CEO

Marketing Insider Group

Douglas Clark

Global Director, Public Relations

eMarketer

Sponsored content presented on behalf of

MODERATOR

December 17, 2019

Tech-Talk WebinarBegins at 2:00 PM ET

PRESENTER