developing digital marketing expertise for marketing procurement
DESCRIPTION
Presented at Procurecon for Digital and Marketing Services, Nov 12, 2012. Designed to help marketing procurement professionals understand the basics of digital marketing, social media marketing and mobile marketing.TRANSCRIPT
Nov 12, 2012
Building Up Your Category Expertise
The Digital Marke.ng Ecosystem Devices, Pla,orms, Channels
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38% of US households have a connected device
25% of US adults own a tablet
117 mm mobile internet visitors
Digital ubiquity
THE FIRST PROCUREMENT FILTER TO DIGITAL MARKETING IS …
Building Digital
Experiences
Buying Media
Managing Rela.onships
Genera.ng Insights
Websites Web Applica.ons Mobile Websites
Apps Crea.ve Content SEO
Performance Media Email Display Video Mobile Social
Building Digital Experiences
Buying Media
Market Research Analy.cs ABribu.on
Data Management Modeling
Business Intelligence
Email SMS
Social Media Blogs Loyalty Advocacy
Managing Rela.onships
Genera.ng Insights
Providing Effec.ve Digital Experiences
Front End Design Back End Development Content Management
Expanding Baselines
Systems Integra.on eCommerce Applica.ons
The New Media Ecosystem
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Owned Media
Websites Major Social PlaLorms Social Communi.es
Blogs Email/SMS
Earned Media
Shared Content Social Posts
3rd Party Communi.es PR / Media Coverage
Paid Media
Search Display Video Email
Social Ads
Amplifica.on Integra.on
Tradi.onal Media In-‐Store Catalogs
PR / Media Coverage
Polariza.on of Digital Marke.ng Trends
Dimensions of Direct Response
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Polariza.on of Digital Marke.ng Trends
Dimensions of Digital Branding
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Media, Marke.ng, & Technology Are Merging
Consumer Centric Data Driven Cross Disciplinary
Agencies Recognized The Need to Evolve
Changing Consumer Behavior Increase Demand For Accountability Increased Complexity Improved Data Accessibility
Agencies Evolve Into “The Agency of the Future”
Embrace New Disciplines Data, Math Capabili.es Emphasis on Strategy and Solu.ons Cross-‐Channel Integra.on New Compensa.on Structures
The Agency of The Future
Services (Crea.ve, Media, PR)
Business Intelligence
Strategy
Technology & Data
Agency of the Future
UNDERSTANDING DIGITAL MARKETING
Crea.ng Demand vs Harnessing Demand
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Visibility Discoverability Performance-‐ Marke.ng
Brand Equity Amplifica.on Marke.ng
Bran
ding
Direct Response
Digital Media Hierarchy
Mobile
Content Marke.ng
Social Media
Online Video
Display
Retarge.ng
SEO
CRM
Search, Affiliate, CSE Harness Demand
Create Demand
Direct Response Channels
Brand Engagement Channels
Marketers Are Responsible For Se\ng Realis.c and Informed Objec.ves
Hope and Aspira-on is Not a Strategy
Importance of KPI’s
“You Cannot Manage What You Do Not Measure”
Importance of KPI’s
Must Be Aligned With Objec.ves Basis of Investment Decisions Func.onalizes Op.miza.on
Mul.ple Dimensions of Digital Measurement
Behavioral A\tudinal Econometric
Metrics
• Engagement • Response • Purchase • Social Ac.ons
• Awareness • Favorability • Purchase Intent
• In-‐Market Sales • Comparison to Other
Marke.ng Channels
Cost
Scale
Time
However, We Should Leverage The Unique A`ributes
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Contextual Relevancy
Targe.ng & Addressability
Engagement, Interac.vity
Community, Sharing & Discovery
Accountability
MOBILE MARKETING
Harnessing “Mobility”
U.lity
Entertainment
Experien.al Value
Enhancing Consumer’s Lives
Leveraging Unique A`ributes of Mobile Devices
Loca.on Based Opportuni.es
Mobile Websites
Must Provide an Op.mized, Streamlined Experience Several Approaches
SMS (Text Messaging)
Rela.onship Marke.ng Integrates Well With Other Media Permission Based
Mobile Apps
Na.ve to iOS, Android (and now Windows) U.lize Device Features Available in App Stores Must Provide Ongoing Value
Mobile Apps
QR Codes
Not Adopted By the Mass Market Simple Connec.on To The Digital World To Be Supplanted By NFC
Augmented Reality
Superimposes Data or Graphics Over The “Real World”
SOCIAL MEDIA MARKETING
Social Media is an Org Challenge First
SOCIAL MEDIA Adver.sing
CRM
Customer Service
PR Product Development
Research
Sales
Legal
Requires a Cultural Integra>on
Blending Owned, Earned and Paid Media
Engagement
Loyalty
Advocacy
Community Management
Social Media Campaigns
Social Media Adver.sing
Social Listening, Insights
The Role of Agencies and Marketers
Prolifera.on of Social Media Agencies Everyone Claims to Do Everything What Skills Do You Have Internally? Be Diligent in Selec.ng an Agency
What Does Success Look Like?
Foster Community +
Drive Engagement +
Measure Impact on Business Value
Develop and Agree on Clear Objec.ves and KPI’s
Engaging Customers Through Social Rela.onships
Day to Day Community Management Producing and Cura.ng Content Facilita.ng Sharing Providing Real Value
Developing Social Campaigns
Social Media Adver.sing
Social Media Adver.sing
Developing Insights From Social Listening
Monitor Brand, Compe.tors, Category Iden.fy Trends Enable Real Time Marke.ng Reputa.on Management
BRINGING DIGITAL MARKETING TO LIFE
A General Commitment To Consumer Engagement
Content and Resources Engage The Consumer
Content and Resources Engage The Consumer
Leveraging Mobile Ubiquity
Deliver Immersive Brand Experiences
Crea.ve Social Media Integra.on
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Even “Boring” Products Can Be Sexy
Really Brining An Idea To Life
The illiterate of the future will not be the person who cannot read. It will be the person who does not know how to learn, unlearn and relearn. -‐ Alvin Tophler
