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© 2019 eMarketer Inc.
Epic Experiences
& the Future of
Marketing
Michael Brenner
CEO
Marketing Insider Group
Douglas Clark
Global Director, Public Relations
eMarketer
Sponsored content presented on behalf of
MODERATOR
December 17, 2019
Tech-Talk Webinar
PRESENTER
© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Epic experiences and the future of marketingMichael Brenner @BrennerMichael
To CREATE EPIC EXPERIENCES, OUR CONTENT MUST COMPETE WITH…BABIES
KITTENS
AND . . .
Source: Giphy
Marketing Has
a Marketing
Problem
The CMO of ?Chief Growth Officer:
Sales -2% / -7%
“In order to make people love Coca-Cola we need to show
ads of people who love drinking Coca-Cola.”
Source: AdAge
80% of
CEOs NOT
HAPPY
With CMOsONLY 20% NOT SATISFIED
WITH COO / CFO / CIO / CHRO~ FOURNAISE GROUP
Hey CEO, what should Marketing DO?
• LEADS • REVENUE • ROI
“I want a new logo.”
CEO
“We need a new brochure, and…”
Sales
“Let’s run some ad campaigns!”
@BrennerMichael
Marketing
“We need to recruit some nice people.”
@BrennerMichael
HR
“Keep costs down!”
“Comply with this new procedure!”
@BrennerMichael
“We need more content!”
“What’s the
ROI?”@BrennerMichael
CEO
60-70%of the content we create goes completely
unused.@BrennerMichael
WHYDO WE DO
ALL THIS STUFF
WE KNOW WON’T WORK
@BrennerMichael
Behind every
bad Marketing idea is an
executive who asked for it.
@BrennerMichael
C h a r i t yB u s i n e s s I n st i n c t
Marketing That Attracts Buyers
Content Marketing
What We
Publish
WhatCustomers
Want
Empathy
S r . D i r e c t o r , C o n t e n tC l e v e l a n d C l i n i c
How can I show our executives what truly makes us different?
S r . D i r e c t o r , C o n t e n tC l e v e l a n d C l i n i c
1 article / day for 5 years
0
100
200
300
400
500
600
A FEW TIMES
A YEAR
< MONTHLY 1-2X PER
MONTH
1-2X PER
WEEK1 PER DAY
MORE THAN
1 PER DAY
TRAFFIC / CONVERSIONS BY PUBLISHING CADENCE
IND
EXED
TR
AFF
ICTip 1: Frequency Drives Results
2-4 articles per week
Content Marketing
What We
Publish
WhatCustomers
Want
Empathy
Tip 2: Focus on Buyer interests
HOW DO YOU EXPLAIN THE IMPORTANCE OF
EMPATHYTO EXECUTIVES
WHO DON’T HAVE ANY?
Content Marketing Programs Are Digital
Assets With Real Value That Grows Over Time
COMPOUNDING RETURN OF CONTENT MARKETING
-
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15
Traf
fic
# A
rtic
les
Content Marketing Revenue
Tip 3: Sell The Business Case
RETAIN
CONVERT
ENGAGE
REACH Using the keywords they use,
Creating the content they want,
Converting them to sales, and
Retaining that engagement.
HOW DO WE
GET
EVERYONE
ON BOARD?
B r a n d C o m m u n i c a t i o n sC a p G e m i n i
Annual Goal:
1. Increase Revenue
2. Elevate our Experts
P h i l M i c k e l s o n
C h r i s t e l B o e l j o n
T i g e r W o o d s
Sponsor a Golfer?
Sponsor a Golfer!!!
Pushed back
@BrennerMichael
Customer
What’s In It
For The Customer?
Tip 4: Answer Customer Questions
Ask: 0.1% sponsorship
Goal: 1. Raise Awareness
2. Elevate Experts
Result: 1M+ visitors
Result: $1 Million in Sales
@BrennerMichael@BrennerMichael
Sponsor a Golfer?
Sponsor a Golfer!!!
Pushed back (again)
Results : $24 Million in Sales
@BrennerMichael
Ask: Double the budget
Measure: Double Awareness
and Sales
Tip 5: Activate Your Experts
1. Frequency = Results2. Focus on buyer interests3. Sell the business case4. Answer customer questions5. Activate your experts
For EPIC Customer ExperiencesAnd Better Business Outcomes
The Formula for EPIC Experiences
Thank You!Michael Brenner
@BrennerMichael
© 2019 eMarketer Inc.
Epic Experiences & the
Future of Marketing
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Michael Brenner
CEO
Marketing Insider Group
Douglas Clark
Global Director, Public Relations
eMarketer
Sponsored content presented on behalf of
MODERATOR
December 17, 2019
Tech-Talk WebinarBegins at 2:00 PM ET
PRESENTER
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