triangle ama marketing workshop
TRANSCRIPT
Marketing decision makers: Stop thinking tactics,
start thinking campaigns
https://deliver.capstrat.com/GETMAD
Introductions
Jon Barlow SVP, Group Digital Director [email protected] LinkedIn: jbarlow
Shane JohnstonEVP, Client Development [email protected]: shanetjohnston
State of the State
What is the state of integrated marketing communications in your organization?
Why integrated marketing is better.
• Better response • Better revenue • Better retention • Better branding • Better lifetime value • Better serves our audiences
But it’s not easy...
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What’s does a marketer’s time go?
Budgets
“I don’t know.” – Response from 50% of marketers when asked how much they could increase incremental profits with a 10% increase in budget.Source: Lenskold Group and emedia
Technology
Email down. Password resets. Smartphone not connecting to Exchange. Internet is slow. Etc. Etc. Etc.
Information66% of marketers feel overwhelmed by volume of data, 59% are frustrated by how long it takes to receive reports, and 50% said reports lack important information. Source: DOMO Survey, November 2013
Meetings
37% of employee time is spent in meetings. Managers attend more than 60 meetings per month.Source: InfoCom
Politics43% of employees say dealing with office politics is their primary time waster. Source: Salary.com
Updates/Reports
Knowledge workers spend an average of 41% of their time on discretionary activities that offer no satisfaction and could be handled competently by others. Source: Harvard Business Review
Resistance
Only 30% of change programs succeed. Source: John Kotter
The Industry
Chasing the next Big Thing.
Yourselves
The average US adult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack 2013
What is distracting your audience from
your message?
Inundated with brand messages
Fragmentation of media channels
Who is multitasking?
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Newspapers have lost $40 Billion in advertising revenue since 2000. Source: Newspaper Association of America
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
So why not just focus 100% on digital?
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The US adult email audience will reach 203.8 million by 2017. Source: eMarketer
Most popular online activities
72% of all internet users are active on social media. Source: Pew Research and KPCB
But, social media extends traditional mediaBut, social media extends traditional media
HP research found that 72% of sources retweeted most were from traditional media
Top 9 Retweeted Users
80% of all Internet traffic
in 2019 will be video. Source: Cisco 2015
It would take an individual over 5 million years to watch that amount of video.
62% of Millennials feel that online content drives brand loyalty. Source: NewsCred
73% of people surveyed wouldn’t care if the brands they used
disappeared from their life. Source: Co.Exist
Customer service interactions are nearly four times more likely to lead to brand disloyalty than loyalty. Source: CEB Research
Some areas that need extra focus…
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Customer experience and journey1. The consumer considers an initial set of brands, based on brand perceptions and exposure torecent touch point.
2. Consumers add or subtract brands as they evaluate what they want.
3. Ultimately, the consumer selects a brand at the moment of purchase.
4. After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey.
Strengthen your message through media convergence
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How do you help youraudience navigate the chaos of marketing today and provide the
best customer experience?
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Awareness/Attention
Action
Desire
Interest
Universe of People
Sales, New Members, Advocates, etc
The funnel approach to organizing your campaign
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Planning/Strategy
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/Attention
Account PlanningResearch
PositioningMessagingDelivery
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Awareness/Attention
Audience
Segmentation
Public RelationsAdvertising
Social Media
Action
Desire
Interest
Universe of People
Awareness/Attention
Account PlanningResearch
Positioning
MessagingDelivery
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Interest
Public RelationsAdvertisingSocial Media
Audience
Segmentation
Direct MarketingSearch
Social Media
Channel MarketingDigital Experience
Native AdvertisingAction
Desire
Interest
Universe of People
Awareness/Attention
Account PlanningResearch
Positioning
MessagingDelivery
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Desire
Audience
Segmentation
Direct MarketingSearch
Social Media
Digital ExperienceChannel MarketingNative Advertising
WhitepapersLong Form Video
EventsWebinar Action
Desire
Interest
Universe of People
Awareness/Attention
Account PlanningResearch
Positioning
MessagingDelivery
Public RelationsAdvertisingSocial Media
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Action
Audience
Segmentation
Long form video
WhitepapersEvents
Webinar
Conversion OptimizationUser ExperienceCall CenterSales Visit
Action
Desire
Direct MarketingSearch
Social Media
Digital ExperienceChannel MarketingNative Advertising
Interest
Universe of People
Awareness/Attention
Account PlanningResearch
Positioning
MessagingDelivery
Public RelationsAdvertisingSocial Media
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2015 Marketers Stress Reportfrom MarketingProfs.com
2015 Marketers Stress Report
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Your conversion funnel is also your budget justifier.
Suspects
* Based on B2B industry averages/ benchmark developed by NetProspex
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
Closed Deals
Avg. Size of Sale
2016 Marketing-Generated Revenue Goal
$$$$$$
x $$$$
2%
4%
67%
47%
31%Closed Deals
Suspects
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
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ContentContent strategy
Precision Content Engine
Content strategy starts with “Why” and is organized to convert
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Convergence enhances visibility and mitigates risk
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The campaign stack: A pragmatic approach to marketing
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Air Cover
Demand and Lead Generation
Collateral
Training
Commercial offer
Promotions
Print, online, TV, radio, public relations, online banners/search, podcasts, out-of-home (billboards, airports, etc.)
Direct mail, email, Newsletters, events (real and virtual)
Briefs, presentations, white paper, customer case studies
Workshops, E-seminars, podcasts, online exams
Preconfigured packages, boxed sets, subscription service, starter kits
Bundle discounts, partner incentives, rebates, awards
© 2016 Capstrat, LLC. All Rights Reserved.
Big whooping mistakes
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No call to action
Bad timing between air cover and demand generation
Inconsistent message
No training
Not telling Sales
Telling channel partners before direct Sales or Field Marketing
2015 Marketers Stress Report
2015 Marketers Stress Reportfrom MarketingProfs.com
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Measure what matters
Analytics is top of mind
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But here’s the irony . . .
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Should everything be measured? Definitely maybe.
Loyalty
Sales
Attribution
High Value Behaviors
Completion of Task
Likes/Follows
Page/Video Views Time Spent
Clicks
CTR/CPC
Visits
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Output
Reach, touch, clickBusiness Goals
Added value
Outcomes
Knowledge, opinions, attitudes
Organization Targeted groups Tactics/media/channels
Total measurement top-down and bottom-up
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Measure everything to optimize and realize marketing ROI
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Many companies can articulate their objectives.
• $100 million in revenue • Increase market penetration by 10% • Expand in to a new geographic market • Improve customer retention by
1Few marketers can articulate how the
goals (if any) match the KPIs to the business objectives.
3Many marketers know their key metrics.
• New website visitors • 1,000 inbound calls in March • 50 sales qualified leads • Cost per lead < $25 • Whitepaper downloads • Video views
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Back up your data with more data
• Secondary research adds new dimension to your existing data and supports your insights.
Tools you can use: • Google Trends • Yahoo! Clues • eMarketer • comScore • Forrester • Nielsen
Segmentation is key
• Create content for each target group using messaging that resonates with them
• Reach them WHERE and WHEN they consume media
Identify your targets. Create personas.
Measure, Refine, Optimize
Optimization cycle
• Measure the success of the campaign. Are you close to meeting your target goals?
• If not, what needs to change?
• Make the change, and start over again.
Why Test?
• Only way to truly know what works and what doesn’t for your industry, customers and products
• No opinions
• No “best practices”
• No “design for design sake”
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What can you test?
• Processes/ user workflows
• Landing pages
• Campaigns
• Design
• Content
• Marketing promotions
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The “obvious choice” isn’t always the best.
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Digital Disruption Your marketing strategy
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CMO.com
Navigate the technologies that will have the biggest impact on digital marketing
© 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. For more information, email [email protected] or visit gartner.com.
Gartner for Marketing Leaders provides real-time, personalized digital marketing guidance — from vision through execution. Visit gartner.com/digitalmarketing and follow us @GartnerDigital.
Hype Cycle for Digital Marketing, 2015
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Technology can’t save a bad marketing idea.
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Digital Marketing Strategy Pulling it all together.
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What does a digital strategy contain?
• Audience insights and data analysis
• Strategy framework
• Digital scope of effort
• Implementation and measurement
• Governance
Audience Insights
• Consumer insights
• Data-driven persona development
• Customer journey mapping
Audit and Data Analysis
• Competitive audit and analysis
• Review of all digital channels and tactics
• Review of past business/brand performance
• Marketing technology audit and analysis
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Digital strategy framework
• Creating the blueprint for success
• What are we trying to accomplish?
• What’s the big idea?
• How do we align the idea with corporate objectives?
• What can we improve from past efforts?
• What are the Key Performance Indicators (KPIs) that will denote success?
Digital strategy framework
• How will we get there?
• What’s the optimal ratio between generating demand (Communications) and personalized customer experience (Destinations) that will achieve our objectives?
• How will we measure and optimize our conversion funnel and the content that flows through it?
Digital scope of effort
• The blueprint has been drawn, so now how do we build the house?
• Identify the right digital tactics and channels
Don’t forget about your content strategy. You should also be focusing on filling the funnel with content
• Who, what, how and when
Most common digital tactics
• Website/Mobile application development
• Digital advertising and SEM
• SEO
• Email/CRM
• Social
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Paid search (PPC), social and display advertising
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Benefits
• Display and PPC benefits
• Cost effective
• Relevant
• Controllable
• Measurable campaign
• People based advertising (Personalization)
• Real-Time
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Organic Search
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Data via Google’s occasional public statements and some inference (for 2006 + 2009)
In 2011 there are more than 3 billion searches/day on Google
2015Greater than 1.1 trillion
searches per year
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SEO Benefits
• More targeted traffic
• Higher ROI
• Greater visibility
• Increased accessibility
• Better user experience
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Social Media is not a fad. It’s a fundamental shift in the way we communicate.
• So don’t treat it like a fad.
• Focus on ACHIEVING GOALS.
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Potential social media goals
• Establish thought leadership • Build brand awareness • Generate leads/increase sales • Drive traffic to destination • Recruitment • Build community • Improve SEO • Improve public relations • Launch new products and services • Fan engagement and growth
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Five recommendations for social success
• Content is still king
• 4-1-1 rule
• Social signals
• Advocates
• Inbound is not enough
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Permission Marketing
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Permission marketing benefits
• Establish a solid reputation with customers
• Improved reputation and solidified brand image
• Zero in on a niche
• Personal connection
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Implementation and measurement
• Did we make an impact?
• Measurement framework
• Visualize your conversion funnel and look for leaks
• Test and optimize
Marketing Automation Software
• Prevents waste marketing effort
• Prevents a leaky funnel
• As a result, your sales and marketing teams can work in tandem with one another.
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Perfect Tool For Digitally Integrated Campaign Management
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Marketing Automation Features
• Technology used to track, prioritize and analyze (leads, customers and accounts)
• Platform for rapid development, testing and implementation of content programs
• Provides the ability to continue conversations across marketing channels, and to hand off those relationships to sales teams
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Marketing Automation
Customer Relationship Management
Customer Life Stage
Acquire Maintain / grow
Retain / recapture
Users
Marketing
Sales
Support
Source: David Raab, http://customerexperiencematrix.blogspot.com
How Does CRM Relate To Marketing Automation?
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Marketing Automation Benefits
• Businesses of all sizes can properly utilize marketing automation.
• It increases the operational efficiency of your business while driving revenue.
• Better leads = increased business and revenue
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Governance
• Oversight and management are keys to long-term sustainability and success of the strategy
• Key aspects of a digital marketing governance plan include:
• Team structure and individual member roles
• Established policies and SOPs
• Policies and SOPs are about managing risk and budget
• Set standards and guidelines (i.e., design, development, content, technology)
Thank You Landing Page: https://deliver.capstrat.com/GETMAD
Shane Johnston e. [email protected] t. @shanetjohnston
Jon Barlow e. [email protected] t. @Jon_Barlow