kickstart your 2013 marketing plan with the new rules of digital engagement
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Kickstart Your 2013 Marketing Plan with the
New Rules of Digital Engagement
Sponsored by:
Ian MichielsGleanster @InsightFanatic
#AOWEB
About the Research Findings2
Top Performers: Respondents that achieved Top Quartile performance in key KPI’s
Everyone Else: Everyone Else
REVENUEROMICONVERSION RATE
Performance in:
TODAY’S STATS Total survey responses: 1055
2012 Email Trends Survey
Aug. 2012n= 847
Campaign Management
Sept. 2012n= 208
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• Reflecting on 2012
• New Rules of Digital Engagement for 2013
• Informing 2013 Plans
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Agenda
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Top Challenges with Digital Marketing
Analytics and dashboards
New customer acquisiton
Optimizing the marketing mix
Multi-channel communications
Data Centralization
43%
54%
59%
62%
74%
Top Challenges in 2012
Top Performers
* 2012 Multi-Channel Campaign Trends (n=345)
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Notable Trends in Marketing
* IBM 2012 Study: From Stretched to Strengthened
2012 IBM Study• 1,700 CMOs from 64 Countries
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Top 4
1. “Explosion of Data”
2. “Social Media”
3. “Growth of Channel and Device
Choices”
4. “Shifting Consumer Demographics”
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Most Prominent Challenges for CMOs in 2012
* IBM 2012 Study: From Stretched to Strengthened
What are Top Performers doing about these issues?
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• Reflecting on 2012 Best Practices
Lessons Learned from 2012
7
MarketingLessons Learned
in 2012
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Inspirational Quotes
8
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Inspirational Quotes
9
.
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Marketing Automation is Great…
When used appropriately…
Lesson # 1
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• Top Performers are 4x more likely to invest in marketing automation technologies than Everyone Else
• Gleanster estimates growth in adoption from 2011-2012 at approximately 26%
Use of Marketing Automation
I think we are here.
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• Validation: – First Marketing Automation IPO 2012
– Acquisitions
• Emerging Trends– Usability matters even though it’s very subjective
What’s New and Different
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Shifting Consumer Demographics
Communication Preferences
Managing Fatigue
Embracing Consumers
Personalization
Success Stories Set the Bar
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Batch Email Campaigns
Drip Email Campaigns
CRM Integration
Mulit-Channel Campaigns
Trigger Email Campaigns
0% 20% 40% 60% 80% 100%
85%
76%
67%
58%
23%
Percentage (All Respondents)
Use of Digital Marketing Platforms
* Campaign Management Survey 2012 (n= 208)
Which of the following are you currently leveraging in your digital marketing platform?
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• Manual Marketing Can’t Scale– Competitive Parity = Automation & Measurement
• 5 Simple Milestones for Seamless Adoption1. Integration2. Configure a couple templates3. Content audit4. 1-2 nurture marketing campaigns5. Standardized metrics
Implications for 2013
15
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Fragmented Systems are Crippling Success
& Data Driven Decisions…
Lesson # 2
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Data Proliferation Challenges
1 2 3 >30%
25%
50%
13%
37%
30%
22%
11%
44%
27%
15%
Top Performers Everyone Else
# of Marketing Technologies
% o
f R
espondents
Figure 1: Use of Technology
How many marketing technologies does your organization regularly use?
Email Marketing Web Analytics Landing Page Hosting Social Media Monitoring Marketing Automation List Management Mobile Engagement Customer Management Contact Center Salesforce Automation Digital Asset Management Project Management Marketing Calendar Marketing Financials Creative Tools Data Warehouse
* Campaign Management Survey 2012 (n= 208)
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• Legacy practices and techniques remain the norm
Social Media Marketing Email Marketing
Landing Page
HostingPaid Search
Web Analytics
Mobile
eCommerce/ Website
Website
Landing Page
Mobile
Social
Fragmented Systems Lead to Fragmented Customer Experiences
?
?
Multiple Systems Supporting Marketing
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CRM
Social Media Marketing Email Marketing
Landing Page
Hosting
Paid Search
Web Analytics
Mobile
eCommerce/ Website
Data Proliferation Still a Challenge
Multiple Systems Supporting Marketing
≠
Marketing System of Record
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Implications for 2013
• 85% of Top Performing organizations are currently implementing or planning to implement a system consolidation initiative in marketing.
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Big data is not a fad
Lesson # 3
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Google Trends: Big Data
2008 2009 2010 2011 2012
Search Term: “big data”
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• Customer Data is the #1 Catalyst for Big Data
– Web Analytics
– Social Media
– Campaigns
– Offer Optimization
– Pricing
Why is it relevant for Marketers?
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What is Big Data?
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Data that is so large and complex it has outgrown the ability to aggregate and process it from a single database or repository.
The Definition is a Moving Target
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Data that is so large and complex it has outgrown the ability to aggregate and process it from a single database or repository.
The Definition is a Moving Target
MARKETING
SALES
CUSTOMER SERVICE
FINANCE
EXTERNAL
Systems / Databases
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Data that is so large and complex it has outgrown the ability to aggregate and process it from a single database or repository.
The Definition is a Moving Target
MARKETING
SALES
CUSTOMER SERVICE
FINANCE
EXTERNAL
Systems / Databases
Customer Data
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• Big Data is all of the above
• It’s nebulous and it’s a marketers dream
• It involves IT, it involves new advances
in technology, it involves marketing
• Marketers have tremendous control over
the business case for Big Data
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Software, Hardware, Concept, Strategy…?
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• It’s measurable
How big is Big Data?
1M Bytes
•GIGABYTE (GB)
1024 GB
•TERABYTE
1M TB
•EXABYTE
The worlds information is measured in Exabytes.
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Defining Big Data
Dimensions of Big Data
ITStrategy
Data Movement(ETL vs. ELT)
Real-TimeAnalysis
Structured & Unstructured Information
Visualization
Timeline in Context
Computing Power
Data too big for a single
database
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• Centralize Data – Automate Engagement– Business Rules– Channel agnostic communications– Web Analytics Data + Offline Data
• Shift in Marketing Role– Ability to converse with IT– Willingness to seek analytical questions– New roles
• Analytics and Measurement– Reporting and analysis in the hands of business users– Real-time
Implications for 2013 - Prepare
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CMO vs. CIO – Ding!
Lesson # 4
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• CMO and the credit card mentality
• IT making investments harder
• Revenue justifies spend still
New Dynamics Internally
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• CMOs should engage IT and the CIO in decisions
• Develop a roadmap for marketing technology investments, get IT support:– Justify investments with company objectives
• Educate yourself about big data, you are in the drivers seat in 2013 and beyond…
Implications for 2013
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Back to basics4 Cs as
important as 4 Ps
Lesson # 5
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Relevant, Timely, Personalized: Opens Wallets
Content
Context
Connection
Conversation4 Cs
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• Election Year– 1 Billion users on Facebook– Heavy dependence on digital channels
• For businesses social media still questionable– Key for B2B: Social & … [Email, Mobile, Video, etc.]
Social Media Finds a Permanent Residence
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Implications for 2013
Engage
Enrich
Entertai
n
• Questions• Polls• Surveys• Voting
• Targeted• Personalized
• Humor
It’s about more than just a brand presence on social media
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Armageddon is near
and it’s not because of the
Mayans…
Lesson # 6
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Most watched video on Youtube
845 Million Hits!
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Ride the Wave!
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• Reflecting on 2012 Best Practices
Lessons Learned from 2012
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New Rules for Digital Engagement
#AOWEB
Starts with Data-Driven Decisions
Top Performers
Yes
65%
Everyone Else
Yes
39%
Does your organization regularly make marketing decisions using measurement and data?
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1. Customer experience defines a
competitive advantage
2. Bridge digital with offline
3. Content is king – inbound works
4. Segmentation can be automated
5. Generic messaging can actually hurt you
6. From inform to guide
New Rules of Digital Engagement
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Informing 2013 Marketing Plans
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Simplify and automate segmentation and engagement
Customers are channel agnostic, make it easy to engage
Understand big data, standardize reports to benchmark progress
Content, Context, Connection, Conversation
5 influencers are more beneficial than 1M followers
Impact of Digital Engagement on Marketing Plan46
Segmentation
Channel Mix
Measurement & Analytics
4 Cs
Focus on Influencers
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• Manual processes can’t scale the way customers are demanding to engage
• Automation doesn’t have to be complicated- in fact, Top Performers simplify processes
• There’s an analytical revolution brewing in marketing, and marketers are in control of the outcome
Key Takeaways
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Distributed Multi-Channel Marketing Deep Dive
Deep DiveThe New Rules of Digital Engagement in Marketing
(December 2012)
All registered attendees will receive a complimentary copy via Act-On!
Q&A
49
Thanks!
Ian MichielsGleanster @InsightFanatic