emarketer breakfast - digital impact: two secrets to online marketing success

Download eMarketer breakfast - Digital Impact: Two Secrets to Online Marketing Success

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Join Geoff Ramsey (CEO, eMarketer) and Vipin Mayar (EVP, McCann Worldgroup), co-authors of the new book Digital Impact: Two Secrets to Online Marketing Success, as they outline creative approaches for engaging with consumers and share proven techniques for measurement that work for every digital channel. Following the presentation, Geoff & Vipin will take your questions in a relaxed Q & A format.

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  • 1.June 23, 2011 New York City eMARKETER Breakfast Geoffrey Ramsey Vipin Mayar

2. Can you identify with these two 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

3. edge of cliff here

  • Accountability mandate driving need for more efficient media
  • Fragmentation = niche audiences
  • Shift to owned andearned media

4. $1 Trillion Total US Marketing (VSS, Myers, PwC, etc) $368 Billion Advertising & Marketing (Outsell) $157 Billion Traditional & Digital Advertising (eMarketer) $31 B Digital (eMarketer)

  • Internet as Hub
  • Consumer time & engagement
  • Huge purchase influence
  • Media measurement hook
  • =20%of total media in 2011

5. 6. 65% 7. 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 8. Marketers view of performance measurement 9. 10. The most commonly used metrics CTR/time spent cannot be used by themsleves The industry has not come up with a common definition of engagement that is aligned with brand business results and ROI. Performance measurement online :know the right metrics framework 11. 12. Secret #2 gets at the problem of engagement with digital consumers 13. 4.4% 43% of consumers say theyignore ordisregardbanner ads more than any other type of ad. Source: AdweekMedia/Harris Poll, October, 2010 14. 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. 15. 16. The Magnetic Content approach turns targeting on its head. 17. 18. 20% off Mens Jeans 2-for-1 Sale! 19. What about B2B? Doescontentasmarketingwork in the B2B world? 20. 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?

What can I do for you, the consumer, that is unique and valuable, i.e., truly worth your time and attention? 21. Is it Unique? 22. Is it Useful? 23. Is it Fun? Home sales of blenders up700%since the video series began! 24. 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 How do we optimize traffic? 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 Does the media drive high quality traffic? Time on Page Page CTR Circular Paths Exit Rate How do we improve our creative? 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 Do we have the right site content? 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 Is site navigation working as intended? 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 Evaluating display ads Time on Page Page CTR Circular Paths Exit Rate Too many metrics big challenge is deciding the right metric 25. Start with the measurement framework Perceptual & BehavioralOutcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE 26. Key campaign metrics - example Financial/business metrics used to quantify business performance Low level measures related to performance of individual channels Customer/brand activity metrics at the program, segment, and product levelROIExposure Metrics Strategic Metrics Financial Metrics 27.

    • Qualified Reach
    • CTR
    • Brand perception Lift
    • Engagement Score
    • End Action Rate
    • Efficiency Metrics (Cost/X)
    • ROI

We recommend 7 metrics to master 28. Engagement Score: new framework/metric View Interact Respond Share Create Advocate

  • Ad exposure
  • Web Site Exposure
  • Videos
  • Demos
  • Webcasts
  • Info Request
  • Post comment
  • Coupons
  • Send to a friend
  • Review comment
  • Post on blog
  • Upload images, videos
  • Word of Mouth
  • Recommendation

ACTIVITIES METRICS TAXONOMY

  • Impressions
  • Clicks
  • Page Views
  • Initiations
  • Completions
  • Time
  • Open Rate
  • Response Rate
  • Redemption Rate
  • Viral Transfer Rate
  • Response Rate
  • Online buzz
  • Sentiment
  • Discussion Volume
  • Reco. Rate

Transact Purchase 29. Engagement Score aligned to the objectives of the content Widgets, Download apps 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 ContinuumExtend ILLUSTRATIVE ENGAGEMENT 30. Illustrative points for engagement Engagement Index Methodology 1Point 1Point 1Point 1Point 1Point 2Points 1Point 2Points 3Points 3Points 2Points 3Points 1Point 2Points 2Points 1Point 1Point 2Points 31. QualifiedEngagement and Visit Threshold Qualified Visitors Allows you to determine engagement thresholds Gain in Engagement Below Threshold Do Not Drive Behavior UseEngagement Scoreand Qualified Visits in yourdigital measurement 32. Applying Magnetic Content and Performance Measurement to the Six Digital Channels Social Display 33. Digital Channel#1 Social Media: Connections that Count What % of Internet users go to social sites? 34. % ofUSInternet users who participate in social networks (2010) Source: eMarketer, 2011; *with some level of frequency 35. 20% NOT using social?!? 36. Social media spending will continue to skyrocket in 2011 10% of total US online ad spend 33%of display impressions* 17%of display ad dollars** *comScore, 2011 **eMarketer, 2011 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 37. 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 38. How can you leverage trust through social media?

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

Transparency Trust = terrible service! negligent! #%@!!! 39.

  • Learn how consumers talk about your brand, product or service category
    • Notice what words and language they use
    • Learn about theirinterestsandintentions
  • Discover real or perceivedproblemswithyourproduct or customer service

Listeningleads to Learning