decision makers: stop thinking tactics, start thinking campaigns
DESCRIPTION
Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support.TRANSCRIPT
Decision Makers: Stop thinking tactics, Start thinking campaigns.
© 2013 Capstrat, LLC. All Rights Reserved.
© 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
© 2013 Capstrat, LLC. All Rights Reserved.
Title Goes Here
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But with this opportunity comes the potential inertia of too much...
© 2013 Capstrat, LLC. All Rights Reserved.
How can you bring structure to the chaos?
© 2013 Capstrat LLC. All Rights Reserved.
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
© 2013 Capstrat LLC. All Rights Reserved.
20
Awareness/Attention
Account PlanningResearch
Positioning
MessagingDelivery
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/AttentionPublic Relations
Advertising
Social Media
© 2013 Capstrat LLC. All Rights Reserved.
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
© 2013 Capstrat LLC. All Rights Reserved.
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
© 2013 Capstrat LLC. All Rights Reserved.
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
© 2013 Capstrat LLC. All Rights Reserved.
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
$$$$$$
x $$$$
2%
4%
67%
47%
31%Closed Deals
Suspects
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
© 2013 Capstrat LLC. All Rights Reserved.
25
B2B Industry Benchmark for Lead Conversions*
Suspects
* Based on industry averages/benchmark developed by Netprospex
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
Closed Deals
Avg Size of Sale
2014 Marketing Generated Revenue Goal
$$$$$$
x $$$$
2%
4%
67%
47%
31%Closed Deals
Suspects
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
www.silverpop.com/roi/calculator/
© 2013 Capstrat, LLC. All Rights Reserved.
© 2013 Capstrat, LLC. All Rights Reserved.
© 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
© 2013 Capstrat, LLC. All Rights Reserved.
Thank You
Shane Johnstone. [email protected]. @shanetjohnston
Jon Barlowe. [email protected]. @Jon_Barlow
www.capstrat.com