digital impact the two secrets to online marketing success

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  • 1. October 4, 2011 Boston Geoffrey Ramsey Vipin Mayar TWITTER:@vipinmayar TWITTER:@geofframsey #digitalimpact #dma2011

2. Can you identify with these two fundamental problems?:

  • Lack of adequate metrics and measurement systems to drive marketing performance
  • Frustration with how to effectively engage online consumers, who have short attention spans, face abundant choices and are increasingly resistant to advertising messages

Secret #1 is all about the need for Performance Measurement 3. Marketers view of performance measurement The challenge is Prove to me that marketing works that the investments are paying back in both short- and long-term deliverables. --Bob Liodice, CEO, ANA Whats at stake here? 4. $1 Trillion Total Marketing Communications (VSS, Myers, PwC, etc) $368 Billion Advertising & Marketing (Outsell) $157 Billion Media Advertising (eMarketer) $31 B Digital (eMarketer)

  • Internet as Hub
  • Consumer time & engagement
  • Huge purchase influence
  • Media measurement hook
  • =20%of total media in 2011, and will surpass all print in 2012
  • Power of one media to rule them all!

5. 20.2% Deutsche Bank.18.0% Barclays...................16.5% MAGNAGLOBAL..15.6% PwC.15.5% Morgan Stanley.14.8% Citi..........14.6% Winterberry Group.14.0% IDC13.8% WARC.... .12.7% ZenithOptimedia.12.6% GroupM12.0% 1 stHalf +23% 6. Total DM Spending Growth in 2011: +5.6% Total Media Spending Growth in 2011: +1.4% Where is the digital growth coming from? 7. Secret #2 gets at the problem of engagement with digital consumers 8. 4.4% 43% of consumers say theyignore ordisregardbanner ads more than any other type of ad. Source: AdweekMedia/Harris Poll, October, 2010 9. The classic interruption/disruptionmodel of advertising is waning We interrupt this program to sell you stuff We interrupt this programming to sell you stuff! We need to createexperiences , not just sponsor content. -- Frank Cooper, CMO, Pepsi Advertising is no longer about blasting the most messages to the most people. Instead, its about this: Ideas that spread, win. --Seth Godin Marketers are focusing on creatingMagnetic Content so entertaining, relevant, informative or useful it demands the consumerstime and attention. 10. Its more about ATTRACTION, rather than DISTRACTION. 11. The Magnetic Content approach turns targeting on its head. 12. 13. 20% off Mens Jeans 2-for-1 Sale! 14. What about B2B? Doescontentasmarketingwork in the B2B world? 15. Five Criteria for Magnetic Content

  • Is the contentUnique ?
  • Is itUseful ?
  • Is itWell Executed ?
  • Is itFun ?
  • Does it make good use of thechannel in which it appears?

Ask yourself, Would I personally want to receive this content, and share it with others? Is it Unique? Fun? Well Executed? 16. Is it Useful? Is it working?! 17. Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comments Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Only 7 Key Metrics to Master Time on Page Page CTR Circular Paths Exit Rate Too many metrics the big challenge is deciding therightmetrics 18. Start with the measurement framework Perceptual & BehavioralOutcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE e.g., Qualified Reach e.g., Brand Perception Lift, Engagement Scoree.g., ROI Low level measures related to the performance of individual channels Higher level metrics related to longer term changes in brand health Highest level metrics used to quantify business performance Linkages are crucial, not just a report card Engagement Score? 19. Engagement Score aligned to the objectives of the content Recommend , referrals Profiles, Upload pictures Send to friend, Social media Signup, Email, Coupon, WTB Rate, Vote, Add comments Play videos, Demos Content, Pictures HIGHERVALUE LOWERVALUE Engagement Value ContinuumAdvocate 20. Illustrative example for mapping Engagement Scores 1Point 1Point 1Point 1Point 1Point 2Points 1Point 2Points 3Points 3Points 2Points 3Points 1Point 2Points 2Points 1Point 1Point 2Points 21. Ultimately, you want to get all your Exposure, Strategic & Financial metrics onto a Dashboard 22. Applying Magnetic Content and Performance Measurement to the Six Digital Channels Social Mobile 23. Digital Channel#1: Social Media Social Media: Connections that Count How big is social networking today? 24. 89%are on email 232 million Americans, or 74%, are online today Source: eMarketer, 2011 TWITTER:@geofframsey 76% are buying online 64% are social networking 11% Twittering 83% are using search engines 68% are watching online video 25. Social media ad spending will grow 37% this year 9% of total US online ad spend It s less aboutbuyingsocial media, and more about how you canearnandownit! It s all a matter of TRUST Consumers trust each other more than they do marketers 26. Four best practices for Magnetizing customers through social media

  • Leverage the secret ingredient:Trust
  • Listeningleads to learning
  • AddValueto the conversation(ala Magnetic Content!)
  • Focus on yourCore Enthusiasts

68%of Facebook users are more likely to buy a product or visit a retailer based on a positive FB friend referral --Morpace, 2010 27. How can you leverage trust through social media?

  • Let your fans cometo your rescue
  • Allow for customer ratings & reviews

terrible service! negligent! #%@!!! Our customers are our best salespeople! -- Colleen Gatlin, Intuit accept the apology like an adult. When customers finish their taxes, they are prompted to share their reviews on Facebook and Twitter These social updates generate4Xthe click-through rate of a typical banner ad, and convert30%more often than those who click on regular TurboTax ads 28.

  • Learn how consumers talk about your brand, product or service category
    • Notice what words and language they use
    • Learn about theirinterests andintentions
  • Discover real or perceivedproblems withyourproduct or customer service

#2. Listeningleads to Learning C.L.O. A personal story about listening 29. New strategy ESCALATE 30. Adobe, I hope youre listening, because Ive got a problem 31. #3. Add value to the conversation 32. Sometimes, the best Magnetic Content comes from your best customers. Which is why you should: #4. Focus on Your Fans. Unique Useful Well executed Fun Great use of channel 33. #4. Focus on Your Brand Fans: Prospects Customers CORE FANS Findthem via Social Media CORE Nurturethem carefully Empowerthem to share

  • Consumers Who Like or Follow a Brand:
  • Are more likely to buy1, 2, 3 .51%
  • Are more likely to recommend1, 2, 3 ... 60%
  • Are more likely to be loyal to the brand3.34%
  • Sources: 1) Chadwick Martin Bailey, Mar, 2010; 2) ROI Research,June, 2011; 3) DDB Worldwide and OpionWayResearch, Oct, 2011

34. SHARPIE: Finding Fans. Empowering Them. Nurturing Them. Viewed 62 million times on YouTube 35. % of marketers saying theirability to measure ROI for media channel is good Social media19% Paid search54% N = 567 globalmarketers,2010 E-mail marketing (acq)53% Online display37% TV21% Newsp/Mags20%

  • Less than1/4of US marketers are measuring thedirect ROIof their social media efforts
  • MENG.................................12%
  • White Horse.................13%
  • Econsultancy........................19%
  • Alterian....21%
  • Harvard Business Review24%

36. Applying our framework to soci