2011: how to realign your digital marketing strategy

*Realign your digital strategy 

Shaun QuigleyVP, Digital Practice Director squigley@brunnerworks.com@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.

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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 

Email  

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 

Email  

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 squigley@brunnerworks.com@squigster 412.995.9500

@brunnerworks @squigster