mnsearch summit - keynote - lee odden - where does search fit in the digital marketing mix?
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#MnSummit @leeodden
Where Does Search Fit In the Digital Marketing Mix?
@LeeOdden TopRankMarke7ng.com
Image: Shu>erstock
#MnSummit @leeodden
#MnSummit @leeodden
Be the Best Answer
Brand Poll: Search & Digital Marke7ng
How Prac77oners Can Posi7on for Growth
Image: Shu>erstock
#MnSummit @leeodden
CMOs predict that digital will account for more than 75% of their marke7ng budget over the next five years.
Image: Shu>erstock
Source: Accenture Interac7ve – CMO’s Time for Digital Transforma7on
do not believe their company will be ready.
79%
#MnSummit @leeodden
This is a HUGE opportunity for those with strategic search & digital marke7ng skills
Image: Shu>erstock
#MnSummit @leeodden
Customer Friendly Not just “Search friendly”
Image: Shu>erstock
#MnSummit @leeodden
Op7mize for Experiences
Hey Facebook & Twi>er, any sugges7ons for kid-‐friendly things to do in New York?
Bronx Zoo FAO Schwartz Metropolitan Museum of Art Yankees Game Subway Helicopter over Manha>an
Image: Lee Odden
It Worked! Experience Achieved
And Shared Image: Lee Odden
#MnSummit @leeodden
Be the Best Answer
Image: Shu>erstock
What is the best approach to digital marke7ng?
#MnSummit @leeodden
Sadly, No.
Image: allthingsbacon.blogspot.com
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Nor Ki>ens
All together now: Awww
#MnSummit @leeodden
Search Has Been & Is An Effec7ve Channel
Infographic: retailsolu7onsonline.com
#MnSummit @leeodden
Quality Over Quantity Customer Centric & Accessible
#MnSummit @leeodden
Image: think with Google
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Customer Journey: Retail
Image: think with Google
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Customer Journey: B2B
Image: think with Google
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82% of US digital buyers preferred to research
products from mul7channel retailers
on the internet eMarketer June 2014
Compared to 13% who prefer shopping in-‐store Image: Shu>erstock
#MnSummit @leeodden
A mul7channel customer is worth 2X as much as a customer that shops in
one channel. Econsultancy Digital Transforma7on Roundtable 5/2014
Image: Shu>erstock
#MnSummit @leeodden
Think: What Ques7ons Do Your Customers Need Answered In
What Channels In Order to Buy?
awareness interest consideration purchase advocacy
Image: Shu>erstock
#MnSummit @leeodden
Content Answers Buyer Ques7ons
Logicalis – HP VAR, used emails, microsite, ebook, & custom messaging from sales teams. Results: Nearly $8 million in new pipeline business was closed.
SunGard IT opera7ons support – humorous videos empathizing with IT pros during the holidays (cheats, tricks & 7ps to survive). Audience consump7on pa>erns informed promo7ons: email, social, PR, paid media. Results: 3,000+ leads in first 3 days. CTAs to download whitepaper at end of videos – 87% CTR.
Case Studies: C2C B2B Killer Content Awards via toprankblog.com
#MnSummit @leeodden
Content Delivers Massive ROI
Optum -‐ Advertorials, display ads, email, direct mail and a campaign website. Results: • 23.5 lead to conversion rate • 475% increase in website traffic • 2,500+ resource downloads • $52 million in contract value of new business
Xerox partnered, with Forbes to create a digital magazine offering business 7ps. Results: 70% of target companies interacted Added 20,000 new contacts 1,000+ scheduled appointments $1.3 Billion in pipeline revenue
Case Studies: C2C B2B Killer Content Awards via toprankblog.com
#MnSummit @leeodden
What Do These Content Marke7ng Case Studies Have in Common?
Image: Shu>erstock
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Search Wasn’t The Reason For Crea7on
Image: Shu>erstock
It Was Customers
#MnSummit @leeodden
This is the shiu in perspec7ve about search, content & digital that’s impera7ve.
#MnSummit @leeodden
Understand How Buyers Discover, Consume and Act on Informa7on
Image: Shu>erstock
#MnSummit @leeodden
Then Become “The Best Answer” in Every Channel Your Customers Are Present
Image: Shu>erstock
#MnSummit @leeodden
Brand Poll: Search & Digital MarkeDng
Poll conducted by Lee Odden
#MnSummit @leeodden
How do you define digital marke7ng in 2014?
Image: Shu>erstock
#MnSummit @leeodden
Digital Marke7ng IS Marke7ng
“We are all digital marketers. Every tac7c in marke7ng today has an element of digital.”
Tami Cannizzaro @tamicann Vice President of Marke7ng IBM
Poll conducted by Lee Odden
#MnSummit @leeodden
Digital Marke7ng: Media & Influence
“Digital MarkeDng is any way that we, as marketers, influence users. Free or paid, across all available technologies and plaworms.”
Simon HeselDne @SimonHesel7ne
Senior Director, Organic Audience Development AOL
Poll conducted by Lee Odden
#MnSummit @leeodden
Digital Marke7ng Creates Experiences
“Digital MarkeDng is the way in which an experience comes to life, across channels and in all channels. It helps us provide customers the value and u7lity they are looking for at the right 7me and in the right place.” Kevin Green
@KevinMGreen Execu7ve Director, Marke7ng Dell
Poll conducted by Lee Odden
#MnSummit @leeodden
Where does search markeDng fit
in the future of digital?
Image: Shu>erstock
#MnSummit @leeodden
Search Marke7ng Informs Content
“Search is a powerful integraDon play. Marketers are u7lizing search volume as a data point for ac7va7on plans and factoring in SEO opportuni7es as they create content.”
Amy Lamparske @amylamparske Director, Digital & Social Media General Mills
Poll conducted by Lee Odden
#MnSummit @leeodden
Search Marke7ng: Chief Editor
“Organic search is trying to hold us accountable for creaDng beTer content -‐ and it might be working. Search holds a cri7cal role in the future of digital because our success as content marketers boils down to: 1) Can they find it? 2) Did they read it?”
Ryan Arnholt @ArbenAngstrom Director, Digital Marke7ng Optum
Poll conducted by Lee Odden
#MnSummit @leeodden
Op7mize For Search Apps
Rachael Marret SVP, Customer Engagement Carlson Rezidor Hotel Group
“In the future world of intelligent apps that proac7vely and intui7vely search for informa7on on behalf of consumers, organic search will become increasingly crucial.”
Poll conducted by Lee Odden
#MnSummit @leeodden
Source: Gartner Digital Marke7ng Transit Map
The Role of Search in Digital Marke7ng
#MnSummit @leeodden
Source: Gartner Digital Marke7ng Transit Map
Digital Marke7ng is More Than Search
#MnSummit @leeodden
How Prac77oners Can Posi7on for Growth
Image: Shu>erstock
#MnSummit @leeodden
Audience Targeting
Cross Channel Integration
Adaptable, Optimizable
Highly Measurable
Promise of Digital Marke7ng
Image: Shu>erstock
#MnSummit @leeodden
Digital Marke7ng Skills
The 2015 Digital MarkeDng Rule Book. Change or Perish. kaushik.net/avinash/2015-‐digital-‐marke7ng-‐rule-‐book/
Avinash Kaushik @avinash Digital Marke7ng Evangelist Google
“You can no longer be good at just one thing, or two. It is a 10-‐thing world now.”
Photo credit: Lee Odden
#MnSummit @leeodden
Digital Marke7ng Skills for SEM & SEO
Segmenta7on Buy Cycle Stories Content Planning Crea7on, Cura7on Amplifica7on Measurement
Unified Strategy Goals
Resources
If You’re Not Growing, You’re Dying
#MnSummit @leeodden
But What About…
Photo source: glass-‐apps.org
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An Internet of Things
Image source: mashable.com
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Image: recode.net
#MnSummit @leeodden
Feeling Lucky?
Photo source: recode.net
#MnSummit @leeodden
Source: theguardian.com
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And Google Drones
Image source: +JoshuaBerg
#MnSummit @leeodden
Image source: mashable.com
#MnSummit @leeodden
I can haz all ur dataz
Image source: countercurrentnews.com
#MnSummit @leeodden
THIS SHOULD BE YOUR FOCUS: Smartphones Now #1 Screen, Bea7ng TV
Source: Millward Brown via Marke7ng Land
#MnSummit @leeodden
Op7mize for Mul7 Device Experience
“It's mobile-‐first for us now -‐ if it doesn't work on mobile, we don't publish it.” Jennifer Lashua, Intel
Image: Chitra Tatachar
#MnSummit @leeodden
Create Signals of Credibility Wherever Your Customers Are
Your Brand = XYZ
XYZ
XYZ
XYZ XYZ
XYZ
XYZ
SEO/SEM
Social Networks
Content Marke7ng Industry Media & News
Referrals/WOM
Adver7sing
XYZ Local
#MnSummit @leeodden
Community > 300K
Website
Twitter Facebook YouTube
Flickr LinkedIn
Slideshare
White Papers Google+
Guides
Book
Webinars
Articles
Newsroom
Social Creation & Curation
Guest Posts Events eBooks Pinterest
Blog
#MnSummit @leeodden
Par7cipa7on Marke7ng
ObjecDves: • Promote the Event • Promote Speakers • Create a Resource for
all Marketers • Create Rela7onships
#MnSummit @leeodden
What Does This Mean for SEO?
Content Marke7ng Rocks
Content Marke7ng eBook
Content Marke7ng Tips
Content Marke7ng World
Content Marke7ng Experts
Content Marke7ng Influencers
Content Marke7ng Conference
Content Marketers
Content Marke7ng Influencers
“Content MarkeDng”
#MnSummit @leeodden
What Does This Mean for Social?
Content Marke7ng Rocks
Content Marke7ng eBook
Content Marke7ng Tips
Content Marke7ng World
Content Marke7ng Experts
Content Marke7ng Influencers
Content Marke7ng Conference
Content Marketers
Content Marke7ng Influencers
“Content MarkeDng”
#MnSummit @leeodden
Measuring Digital Marke7ng
Attract Engage
$$$
Convert Reach Search Visibility Social Network Visibility Views & Impressions Traffic by Source Traffic by Segment Content Distribu7on Media & Blog Placements Brand + Affinity Brand Sen7ment
Content ConsumpDon Page Views Click Through Rate Social Network Size Social Interac7ons Content Interac7ons Comments, Shares Time on Site, Content Paths Through Site
Form Data Captured Newsle>er Subscrip7ons Demo & Trial Requests Contact Us Orders -‐ Order Volume -‐ Order Frequency -‐ Length of Sales Cycle -‐ Revenue Per Order
awareness consideration purchase retention advocacy
#MnSummit @leeodden
The opportuni7es with a strategic view of digital marke7ng and search are endless.
Image: Shu>erstock
#MnSummit @leeodden
We Can Do This!
Image: knowyourmeme.com
#MnSummit @leeodden
3 Key Takeaways
OpDmize for buyers: Focus on being the best answer wherever customers are looking.
1
2
3
OpDmize experiences: Use search marke7ng exper7se to improve digital results. OpDmize experDse: Start developing strategic digital marke7ng skills NOW & break free of search as a single channel.
#MnSummit @leeodden
Thank You!
Advisory, Speaking, Press: Marke7ngBlog.com @LeeOdden lee@toprankmarke7ng.com Digital MarkeDng ConsulDng: TopRankMarke7ng.com @TopRank winning@toprankmarke7ng.com
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