Published on June 9, 2016
1. Marketing decision makers:
Stop thinking tactics,
start thinking campaigns https://deliver.capstrat.com/GETMAD
2. Introductions Jon Barlow SVP, Group Digital Director firstname.lastname@example.org LinkedIn: jbarlow Shane Johnston EVP, Client Development email@example.com LinkedIn: shanetjohnston
3. State of the State What is the state of integrated marketing communications in your organization?
4. 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... 4
5. What’s does a marketer’s time go?
6. 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
7. Technology Email down. Password resets. Smartphone not connecting to Exchange. Internet is slow. Etc. Etc. Etc.
8. Information 66% 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
9. Meetings 37% of employee time is spent in meetings. Managers attend more than 60 meetings per month. Source: InfoCom
10. Politics 43% of employees say dealing with office politics is their primary time waster. Source: Salary.com
11. 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
12. Resistance Only 30% of change programs succeed. Source: John Kotter
13. The Industry Chasing the next Big Thing.
14. Yourselves The average US adult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack 2013
15. What is distracting your audience from your message?
16. Inundated with brand messages
17. Fragmentation of media channels
18. Who is multitasking? 18
19. Newspapers have lost $40 Billion in advertising revenue since 2000. Source: Newspaper Association of America
20. 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
21. So why not just focus 100% on digital? 21
22. The US adult email audience will reach 203.8 million by 2017. Source: eMarketer
23. Most popular online activities
24. 72% of all internet users are active on social media. Source: Pew Research and KPCB
25. But, social media extends traditional media But, social media extends traditional media HP research found that 72% of sources retweeted most were from traditional media Top 9 Retweeted Users
26. 80% of all Internet traffic in 2019 will be video. Source: Cisco 2015
27. It would take an individual over 5 million years to watch that amount of video.
28. 62% of Millennials feel that online content drives brand loyalty. Source: NewsCred
29. 73% of people surveyed wouldn’t care if the brands they used disappeared from their life. Source: Co.Exist
30. Customer service interactions are nearly four times more likely to lead to brand disloyalty than loyalty. Source: CEB Research
31. Some areas that need extra focus…
34. Customer experience and journey 1. The consumer considers an initial set of brands, based on brand perceptions and exposure to recent 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.
35. Strengthen your message through media convergence 35
36. How do you help your audience navigate the chaos of marketing today and provide the best customer experience?
38. Awareness/Attention Action Desire Interest Universe of People Sales, New Members, Advocates, etc The funnel approach to organizing your campaign 39
39. Planning/Strategy Action Desire Interest Universe of People Audience Segmentation Awareness/Attention Account Planning Research Positioning Messaging Delivery 40
40. Awareness/Attention Audience Segmentation Public Relations Advertising Social Media Action Desire Interest Universe of People Awareness/Attention Account Planning Research Positioning Messaging Delivery 41
41. Interest Public RelationsAdvertising Social Media Audience Segmentation Direct Marketing Search Social Media Channel Marketing Digital Experience Native Advertising Action Desire Interest Universe of People Awareness/Attention Account Planning Research Positioning Messaging Delivery 42
42. Desire Audience Segmentation Direct Marketing Search Social Media Digital Experience Channel Marketing Native Advertising Whitepapers Long Form Video Events Webinar Action Desire Interest Universe of People Awareness/Attention Account Planning Research Positioning Messaging Delivery Public RelationsAdvertising Social Media 43
43. Action Audience Segmentation Long form video Whitepapers Events Webinar Conversion Optimization User Experience Call Center Sales Visit Action Desire Direct Marketing Search Social Media Digital Experience Channel Marketing Native Advertising Interest Universe of People Awareness/Attention Account Planning Research Positioning Messaging Delivery Public RelationsAdvertising Social Media 44
44. 2015 Marketers Stress Report from MarketingProfs.com 2015 Marketers Stress Report 45
45. 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 46
46. Content Content strategy
47. Precision Content Engine
48. Content strategy starts with “Why” and is organized to convert 51
49. Convergence enhances visibility and mitigates risk 52
50. The campaign stack: A pragmatic approach to marketing 53 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
51. © 2016 Capstrat, LLC. All Rights Reserved.
52. Big whooping mistakes 55 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
53. 2015 Marketers Stress Report 2015 Marketers Stress Report from MarketingProfs.com 56
54. Measure what matters
55. Analytics is top of mind 58
56. But here’s the irony . . . 59
57. 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 60
58. Output Reach, touch, click Business Goals Added value Outcomes Knowledge, opinions, attitudes Organization Targeted groups Tactics/media/channels Total measurement top-down and bottom-up 61
59. Measure everything to optimize and realize marketing ROI 62 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 1 Few marketers can articulate how the goals (if any) match the KPIs to the business objectives. 3 Many 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 2
60. 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
61. 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.
62. 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.
63. 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” 66
64. What can you test? • Processes/ user workflows • Landing pages • Campaigns • Design • Content • Marketing promotions 67
65. The “obvious choice” isn’t always the best. 68
66. Digital Disruption Your marketing strategy 69
68. 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 firstname.lastname@example.org 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 71
69. Technology can’t save a bad marketing idea. 72
70. Digital Marketing Strategy Pulling it all together. 73
71. What does a digital strategy contain? • Audience insights and data analysis • Strategy framework • Digital scope of effort • Implementation and measurement • Governance
72. Audience Insights • Consumer insights • Data-driven persona development • Customer journey mapping
73. 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 76
74. 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?
75. 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?
76. 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
77. Most common digital tactics • Website/Mobile application development • Digital advertising and SEM • SEO • Email/CRM • Social 80
78. Paid search (PPC), social and display advertising 81
79. Benefits • Display and PPC benefits • Cost effective • Relevant • Controllable • Measurable campaign • People based advertising (Personalization) • Real-Time 82
80. Organic Search 83 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 2015 Greater than 1.1 trillion searches per year
82. SEO Benefits • More targeted traffic • Higher ROI • Greater visibility • Increased accessibility • Better user experience 85
83. 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. 86
84. 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 87
85. Five recommendations for social success • Content is still king • 4-1-1 rule • Social signals • Advocates • Inbound is not enough 88
86. Permission Marketing 89
87. Permission marketing benefits • Establish a solid reputation with customers • Improved reputation and solidified brand image • Zero in on a niche • Personal connection 90
88. Implementation and measurement • Did we make an impact? • Measurement framework • Visualize your conversion funnel and look for leaks • Test and optimize
89. 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. 92
90. Perfect Tool For Digitally Integrated Campaign Management 93
91. 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 94
92. 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? 95
93. 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 96
95. 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)
96. Thank You Landing Page: https://deliver.capstrat.com/GETMAD Shane Johnston e. email@example.com t. @shanetjohnston Jon Barlow e. firstname.lastname@example.org t. @Jon_Barlow
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