changing landscapes the new role of influencers why unified databases customer personas...
TRANSCRIPT
The Evolution and Revolution Within The Audience and
Marketer Landscapes
• Changing Landscapes
• The New Role of Influencers
• Why Unified Databases
• Customer Personas
• Audience/Marketer Insights
• How Can We Help You Succeed?
Agenda
• New York Times names Alex MacCallum as Assistant Managing Editor to lead Audience Engagement.
• Former counsel for The Huffington Post, she joined The Times last year as an executive on the business side, and she was working on its new cooking app.
• MacCallum “will create her own AD team to drive readers across content platforms.”
• Team is resource to be shared by paper’s news and editorial sides, much like its photography and video departments.
• MacCallum reports directly to executive editor Dean Baquet and editorial page editor Andrew Rosenthal.
A Changing Landscape
• Cutting edge skills no longer revolve solely around SEO, Social Media
• Ownership question of content exposure
• Digital media experts taking over audience development positions (Prescott Schibles at Randall-Reilly; Joel Hughes at Scranton Gillette) then hiring their own audience data teams
• Forbes currently advertising for an “audience engagement editor”
New Positions, New Skillsets: New Internal Competition
The New Audience Professional
• Consumers are research-driven
• Engage content to support decision-making; 70%-90% of buyer journey complete prior to engaging a vendor (Forrester)
• Consumer engagement with 11.4 pieces of content prior to making a purchase (Forrester)
• Consumers are 5x more dependent on content than 5 years ago (Nielsen)
The New Role of Influencers
• Alignment of Audience Development and Content Teams
• Brand Awareness: driven by Expert content (88%); more effective than user-generated content
• Brand Affinity: Expert content has 50% greater impact than brand
• Purchase Intent: Expert content 85% more effective than user reviews
The Power of Expert Content
With this new environment, Audience Development and Audience Marketing functions must understand the needs of its audience
Content developed to the audience in a segmented way can aid and affect the desired outcome and buyer behavior
Takeaways
• Stay ahead of the competition
• Audience engagement
• Product development: Enhancement
• Entrepreneur value
Why Unified Databases
Creating Personas
Customer
Content
DemographicDemographic Value
Product
Creating Personas
Data Visualization: Cross-Marketing
Source: Cygnus Business Media
Audience and Marketer Insight
How B2B Audiences Are Consuming Information Today
Source: ABM’s Value of B2B Study
96%
96%
93%
92%
80%
76%
69%
56%
54%
51%
29%
63%
print magazines
websites
product info from the mfr
e-newsletters
conferences or trade shows
print newsletters
digital replica of print magazines
mobile-optimized websites
social media
mobile apps
online media purchase*
NET: mobile-optimized sites or apps
% WHO USE EACH
Nearly two in three are using mobile-optimized websites and/or apps
Source: ABM’s Value of B2B Study
77%
65%
61%
52%
49%
47%
46%
41%
39%
30%
29%
websites
e-newsletters
product info from the mfr
mobile-optimized websites
mobile apps
digital replica of print magazines
conferences or trade shows
social media
print magazines
online media purchase
print newsletters
MORE IMPORTANT IN NEXT 3-4 YEARS
Websites, e-newsletters, vendor info, and mobile-optimized data are growing more important.
How B2B Audiences Will Consume Information Tomorrow
(Source: ABM Ag Council’s 2014 Media Channel Study)
print m
edia
websit
es
e-ne
wslette
rs
mob
ile w
ebsit
es
text
mes
sage
s
mob
ile a
pps
socia
l med
ia0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 85%
63%
43%46%
34%38%
28%
82%
46%
37%
24% 26%22%
12%
79%
30%27%
13% 12% 11%8%
2014 Ag Media Penetration By Age Category
<45 45-64 65+
Younger Media Consumers VS Older Media Consumers
As would be expected, younger operators are the most likely to use digital channels and are adopting it faster.
Source: ABM’s Value of B2B Study
5.7
5.7
5.4
5.4
4.9
4.8
4.7
4.5
4.2
1.0 2.0 3.0 4.0 5.0 6.0 7.0
new product information
unique product features
comparison to competitors: value
comparison to competitors: products
application stories
customer testimonials
market conditions
company history
product awards
mean rating
HELPFULNESS IN MAKING PURCHASING DECISIONS
Comparisons to competitors also
rank highly.
Information Used To Make B2B Purchasing Decisions
Most Important Factor for B2B Marketers? Audience Demographics
91%
85%
85%
83%
83%
80%
75%
65%
64%
audience demographics
attendance at in-person events
lead generation
active engagement*
click-through rate
search engine rankings
open rate
impressions
print circulation
% rating each important
ABM’s Value of B2B Study
Source: ABM’s Value of B2B Survey
88%
81%
68%
68%
65%
65%
65%
64%
57%
41%
31%
30%
29%
face-to-face event attendance
face-to-face event sponsorship
search engine advertising
e-newsletter advertising
sponsored white papers
print advertising
third party webinars
website banner advertising
sponsored video on b-to-b platforms
mobile advertising
radio
TV
out of home
% rating each successful
Marketers goals: Best platforms for generating new product awareness among NEW customers
Where Is The Money Going?
90%
76%
65%
62%
61%
53%
52%
51%
42%
42%
22%
15%
14%
face-to-face event attendance
face-to-face event sponsorship
third party webinars
search engine advertising
sponsored white papers
e-newsletter advertising
website banner advertising
sponsored video on b-to-b platforms
mobile advertising
print advertising
radio
out of home
TV
% rating each successful
Source: ABM’s Value of B2B Study
Marketers goals: Best platforms for generating targeted leads of prospective new buyers
Marketing Is Increasingly Driven By Technocrats: Do You Speak Their Language?
• ABM’s Audience Development Committee: Focused on Getting Audience Developers a Better Seat at the Table
• Business Information & Media Summit: Nov. 11-Nov. 12 in Miami. Dedicated tracks on audience development, marketing and media sales.
• Videos and decks from recent ABM conferences available to ABM members
including,
“10 Ways You Can and Must Leverage Audience Data Today” “Who Should Own the Integrated Database” “How Customer Modeling Works”
How Can We Help You Succeed?
THANK YOUMichael Marchesano
Managing DirectorABM/SIIA