2011: how to realign your digital marketing strategy
Post on 20-Oct-2014
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@squigster shows you key trends shaping the digital marketplace, how to realign your digital strategy for paid, owned and earned media AND how to create a digital brief FULL AUDIO HERE: http://www.instantpresenter.com/WebConference/RecordingDefault.aspx?c_psrid=E951DB87834ETRANSCRIPT
*Realign your digital strategy
Shaun QuigleyVP, Digital Practice Director [email protected]@squigsterhttp:/www.brunnerworks.com http://www.smarterfaster.com
@brunnerworks @squigster
@brunnerworks
Digital trends 123
Create a digital strategy
Integrate the mix
digital
inform the approach
Paid Media
Paid Media
Brands2007-2011
your target markets
Digital has changed our relationship with you PS > We trust our friends more than we trust you.
(unknown )
North American Technographics benchmark study
Media consumption shifted online
20112001
We found, we shared, we converged
Technology standards got flexible (yay!)
Earned
Owned
People became publishers
PR
Website
TV/ Radio/ Print Advertising
Earned
Owned
Paid
StrangersTV, Radio, Print Online advertisingDirect/ EmailPaid Search In Store
FansWord of mouth
Facebook YouTube TwitterBlogs
Forums
CustomersBrand web site
MicrositePackaging
Blog/Facebook/YoutubeMobile AppsVideo Games
Earned
Owned
Paid
StrangersTV, Radio, Print Online advertisingDirect/ EmailPaid Search In Store
FansWord of mouth
Facebook YouTube TwitterBlogs
Forums
CustomersBrand web site
MicrositePackaging
Blog/Facebook/YoutubeMobile AppsVideo Games
content
Content appetites evolved
Search engines became media companies
content became portable
content consumption became situational
people started to co‐view
60% of Americans spends 3.5hrs each month simultaneously watching TV and using the internet
align your digital
Brand Strategy
Business objectivesProblem CompetitionAudienceInsightKey message Brand promiseDesired actionBusiness metrics
Brand Strategy
Business objectivesProblem CompetitionAudienceInsightKey message Brand promiseDesired actionBusiness metrics
Having a vision, plan and programs to create and integrate online assets that deliver measured success against marketing objectives.
Digital Strategy
Business objectivesProblem CompetitionAudienceInsightKey message Brand promiseDesired actionBusiness metrics
Marketing objectivesRole of asset in solution Competitive landscape online Audiences (4% = social currency)Digital insight Content Brand promiseDesired actions Digital KPIs/KPDs
Brand Strategy Digital Strategy
Test case: Brand.com
Start with measureable objectives
To raise brand awareness.
To generate trial.
To increase sales.
Start with measureable objectives
To raise brand awareness.
To generate trial.
To increase sales.
(Your website can’t raise brand awareness. Try again).
To gain trial of New Product X from 13% of lapsed customers by Q4
To increase year‐over‐year web sales by 1% by Q2 2013.
Zoom in: What’s the role of the asset?
The role of the brand site is to help people make an informed brand decision before they walk into the store.
The role of the brand site is to close the sale and provide an effortless transaction.
The role of the brand site is to get people to sign up for the loyalty club.
Zoom out: What’s its role in the mix?
Audience:Digital Insight: Role: Metric:
BRAND WEBSITE
FACEBOOK TWITTER YOUTUBE TABLETS
PHONES
PAID SEARCH
ORGANIC SEARCH
DISPLAY/BROADBANDADVERTISING
CRM/EMAIL
Audience:Digital Insight: Role: Metric:
Audience:Digital Insight: Role: Metric:
Audience:Digital Insight: Role: Metric:
Audience:Digital Insight: Role: Metric:
Audience:Digital Insight: Role: Metric:
Audience:Digital Insight: Role: Metric:
Audience:Digital Insight: Role: Metric:
Articulate desired actions.
WEBSITE ACTIONS POINT VALUE
Audit the competition
MATRIX COMPONENTS Key messages Content strategy Look/feel Calls‐to‐action Mobile Search keywords Promotional strategy Email Social integration Social monitoring
Audit yourself
Bring your audience segments to life
Young portion of the market. Starting families and buying first home. It’s who we need to cultivate. She finds style ideas online. She hosts girls’ night and her guests always comment on here sense of style.
Also part of the younger target market; families and resources are growing. A transition time, she is entering the next life stage — really settling down intofamily life while balancing a meaningful career. She sifts through décor magazines and websites looking for a style that reflects her personality.
Mothers with young families, second homes and a real passion for transforming the environment. She frequently selects stores to find products with function and style.
Let insight inform content strategy
HOW MARISSA SPENDS HER TIME ONLINE
CONTENT MOST RELEVANT FOR MARISSA
Inventory, assess, and close the content gap
Content you’ve Got
Contentyour
audienceseeks
Analyze This!
Words
WordsWords
YourBrandSite.com
YourBrandSite.com
Words
Video
Social aggregated
contentImages
Infographics
YourBrandSite.com
Words
Video
Social aggregated
contentImages
Infographics
Experience content in their shoes
Optimize for search (SEO)
Optimize for social (SMO)
• Make content easily shareable
• Write to get found
• Offer social sign in
• Enable social commenting
• Enable social bookmarking
• Proactively share/ syndicate content
Create a content calendar
Choose the right metrics
Key Performance Indicators (Strategic Metrics)
Brand Performance Business Performance
Customer Relationship
47
Key Performance Drivers (Campaign Metrics)
Public Relations Media Digital DirectPrint/
ElectronicOnline, Social
PRTV/Print/Electronic
Online, Mobile, Social Media Advertising
Website,Mobile, etc.
Email, Mobile,Social Direct
Postal
LONG & SHORT
strategic
Zoom out: what’s its role in the mix?
key
Business objectivesProblem CompetitionAudienceInsightKey message Brand promiseDesired actionBusiness metrics
Marketing objectivesRole of asset in solution Competitive landscape online Audiences (social currency?) Digital insight Content Brand promiseDesired actions Digital KPIs/KPDs
Brand Strategy Digital Strategy
YourBrandSite.com
Words
Video
Social aggregated
contentImages
Infographics
Zoom out: What’s its role in the mix?
Audience:Digital Insight: Role: Metric:
BRAND WEBSITE
FACEBOOK TWITTER YOUTUBE TABLETS
PHONES
PAID SEARCH
ORGANIC SEARCH
DISPLAY/BROADBANDADVERTISING
CRM/EMAIL
Audience:Digital Insight: Role: Metric:
Audience:Digital Insight: Role: Metric:
Audience:Digital Insight: Role: Metric:
Audience:Digital Insight: Role: Metric:
Audience:Digital Insight: Role: Metric:
Audience:Digital Insight: Role: Metric:
Audience:Digital Insight: Role: Metric:
*hope you learned something new that you can apply straightaway!
Shaun QuigleyVP, Digital Practice Director [email protected]@squigster 412.995.9500
@brunnerworks @squigster