is my digital marketing strategy still relevant in 2016?
TRANSCRIPT
Is my digital marketingstrategy still relevant
in 2016?
© 2016 Capstrat, LLC All rights reserved.
#CapstratDigital
IntroductionsJon BarlowSVP, Group Digital [email protected]: jbarlow
Shane JohnstonEVP, Client [email protected]: shanetjohnston
Technology shift and disruption• Drives significant change in digital
communications
• Affects your audience and how they consume your message
• Threatens your effectiveness as a marketer
• Results need to be measurable and objective
Disruption Your audience
Inundated with brand messages
Fragmentation of media channels
The US adult email audience will reach 203.8 million by 2017.Source: eMarketer
Most popular online activities
72% of all internet users are active on social media.Source: Pew Research and KPCB
But social media extends traditional mediaBut, social media extends traditional media
HP research found that 72% of sources retweeted most were from traditional media
Top 9 Retweeted Users
80% of all Internet traffic in 2019 will be video.Source: Cisco 2015
It would take an individual over 5 million years to watch that amount of video.
62% of Millennials feel that online content drives brand loyalty.Source: NewsCred
73% of people surveyed wouldn’t care if the brands they used disappeared from their lives. Source: Co.Exist
Customer service interactions are nearly four times more likely to lead to brand disloyalty than loyalty.Source: CEB Research
Disruption Your marketing strategy
CMO.com
Customer experience and journey1. The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch point.
2. Consumers add or subtract brands as they evaluate what they want.
3. Ultimately, the consumer selects a brand at the moment of purchase.
4. After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey.
Media convergence
Technology can’t save a bad marketing idea.
Destinations
Communications
Optimizations
RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUNDMARKETING
OUTBOUNDMARKETING
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUNDMARKETING
OUTBOUNDMARKETING
RESEARCH AND INSIGHT
RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUNDMARKETING
OUTBOUNDMARKETING
DESTINATIONS COMMUNICATIONS
MEASUREMENT AND OPTIMIZATION
DIGITAL MARKETING STRATEGY Your plan for engaging with customers online
What does a digital strategy contain?• Audience insights and data analysis
• Strategy framework
• Digital scope of effort
• Implementation and measurement
• Governance
Audience insights and data analysis• What is the “state of the state”?
• Consumer insights
• Data-driven persona development
• Customer journey mapping
• Competitive audit and analysis
• Review of all digital channels and tactics
• Review of past business/brand performance
• Marketing technology audit and analysis
Digital strategy framework• What are we trying to accomplish?
• What’s the big idea?
• How do we align the idea with corporate objectives?
• What can we improve from past efforts?
• What are the Key Performance Indicators (KPIs) that will denote success?
• How will we get there?
• What’s the optimal ratio between generating demand (Communications) and personalized customer experience (Destinations) that will achieve our objectives?
• How will we measure and optimize our conversion funnel and the content that flows through it?
Digital scope of effort• The blueprint has been drawn, so now how
do we build the house?
• Most common digital tactics and channels
• Website/Mobile application
• Digital advertising and SEM
• SEO
• Email/CRM
• Social
• At this point, you should also be focusing on filling the funnel with content
• Who, what, how and when
Implementation and measurement• Did we make an impact?
• Measurement framework
• Visualize your conversion funnel and look for leaks
• Test and optimize
The total measurement framework
Measurement frameworks help visualize strategic initiatives for every marketing objective and how each will be measured to prove success.
Visualize and optimize your conversion funnelSuspects
* Based on B2B industry averages/benchmark developed by NetProspex
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
Closed Deals
Avg. Size of Sale
2016 Marketing-Generated Revenue Goal
$$$$$$
x $$$$
2%
4%
67%
47%31%Closed Deals
Suspects
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
Test and optimize
Governance• Oversight and management are keys
to long-term sustainability and success of the strategy
• Key aspects of a digital marketing governance plan include:
• Team structure and individual member roles
• Established policies and SOPs
• Policies and SOPs are about managing risk and budget
• Set standards and guidelines (i.e., design, development, content, technology)
