triangle ama marketing workshop
TRANSCRIPT
![Page 1: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/1.jpg)
Marketing decision makers: Stop thinking tactics,
start thinking campaigns
https://deliver.capstrat.com/GETMAD
![Page 2: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/2.jpg)
Introductions
Jon Barlow SVP, Group Digital Director [email protected] LinkedIn: jbarlow
Shane JohnstonEVP, Client Development [email protected]: shanetjohnston
![Page 3: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/3.jpg)
State of the State
What is the state of integrated marketing communications in your organization?
![Page 4: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/4.jpg)
Why integrated marketing is better.
• Better response • Better revenue • Better retention • Better branding • Better lifetime value • Better serves our audiences
But it’s not easy...
4
![Page 5: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/5.jpg)
What’s does a marketer’s time go?
![Page 6: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/6.jpg)
Budgets
“I don’t know.” – Response from 50% of marketers when asked how much they could increase incremental profits with a 10% increase in budget.Source: Lenskold Group and emedia
![Page 7: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/7.jpg)
Technology
Email down. Password resets. Smartphone not connecting to Exchange. Internet is slow. Etc. Etc. Etc.
![Page 8: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/8.jpg)
Information66% of marketers feel overwhelmed by volume of data, 59% are frustrated by how long it takes to receive reports, and 50% said reports lack important information. Source: DOMO Survey, November 2013
![Page 9: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/9.jpg)
Meetings
37% of employee time is spent in meetings. Managers attend more than 60 meetings per month.Source: InfoCom
![Page 10: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/10.jpg)
Politics43% of employees say dealing with office politics is their primary time waster. Source: Salary.com
![Page 11: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/11.jpg)
Updates/Reports
Knowledge workers spend an average of 41% of their time on discretionary activities that offer no satisfaction and could be handled competently by others. Source: Harvard Business Review
![Page 12: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/12.jpg)
Resistance
Only 30% of change programs succeed. Source: John Kotter
![Page 13: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/13.jpg)
The Industry
Chasing the next Big Thing.
![Page 14: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/14.jpg)
Yourselves
The average US adult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack 2013
![Page 15: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/15.jpg)
What is distracting your audience from
your message?
![Page 16: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/16.jpg)
Inundated with brand messages
![Page 17: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/17.jpg)
Fragmentation of media channels
![Page 18: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/18.jpg)
Who is multitasking?
18
![Page 19: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/19.jpg)
Newspapers have lost $40 Billion in advertising revenue since 2000. Source: Newspaper Association of America
![Page 20: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/20.jpg)
The number of pieces of mail delivered by the US postal service dropped from 250 Million to 50 Million over the last 6 years. Source: USPS
![Page 21: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/21.jpg)
So why not just focus 100% on digital?
21
![Page 22: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/22.jpg)
The US adult email audience will reach 203.8 million by 2017. Source: eMarketer
![Page 23: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/23.jpg)
Most popular online activities
![Page 24: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/24.jpg)
72% of all internet users are active on social media. Source: Pew Research and KPCB
![Page 25: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/25.jpg)
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
![Page 26: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/26.jpg)
80% of all Internet traffic
in 2019 will be video. Source: Cisco 2015
![Page 27: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/27.jpg)
It would take an individual over 5 million years to watch that amount of video.
![Page 28: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/28.jpg)
62% of Millennials feel that online content drives brand loyalty. Source: NewsCred
![Page 29: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/29.jpg)
73% of people surveyed wouldn’t care if the brands they used
disappeared from their life. Source: Co.Exist
![Page 30: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/30.jpg)
Customer service interactions are nearly four times more likely to lead to brand disloyalty than loyalty. Source: CEB Research
![Page 31: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/31.jpg)
Some areas that need extra focus…
![Page 32: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/32.jpg)
32
![Page 33: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/33.jpg)
33
![Page 34: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/34.jpg)
Customer experience and journey1. The consumer considers an initial set of brands, based on brand perceptions and exposure torecent 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.
![Page 35: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/35.jpg)
Strengthen your message through media convergence
35
![Page 36: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/36.jpg)
How do you help youraudience navigate the chaos of marketing today and provide the
best customer experience?
![Page 37: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/37.jpg)
37
![Page 38: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/38.jpg)
![Page 39: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/39.jpg)
Awareness/Attention
Action
Desire
Interest
Universe of People
Sales, New Members, Advocates, etc
The funnel approach to organizing your campaign
39
![Page 40: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/40.jpg)
Planning/Strategy
Action
Desire
Interest
Universe of PeopleAudience
Segmentation
Awareness/Attention
Account PlanningResearch
PositioningMessagingDelivery
40
![Page 41: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/41.jpg)
Awareness/Attention
Audience
Segmentation
Public RelationsAdvertising
Social Media
Action
Desire
Interest
Universe of People
Awareness/Attention
Account PlanningResearch
Positioning
MessagingDelivery
41
![Page 42: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/42.jpg)
Interest
Public RelationsAdvertisingSocial Media
Audience
Segmentation
Direct MarketingSearch
Social Media
Channel MarketingDigital Experience
Native AdvertisingAction
Desire
Interest
Universe of People
Awareness/Attention
Account PlanningResearch
Positioning
MessagingDelivery
42
![Page 43: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/43.jpg)
Desire
Audience
Segmentation
Direct MarketingSearch
Social Media
Digital ExperienceChannel MarketingNative Advertising
WhitepapersLong Form Video
EventsWebinar Action
Desire
Interest
Universe of People
Awareness/Attention
Account PlanningResearch
Positioning
MessagingDelivery
Public RelationsAdvertisingSocial Media
43
![Page 44: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/44.jpg)
Action
Audience
Segmentation
Long form video
WhitepapersEvents
Webinar
Conversion OptimizationUser ExperienceCall CenterSales Visit
Action
Desire
Direct MarketingSearch
Social Media
Digital ExperienceChannel MarketingNative Advertising
Interest
Universe of People
Awareness/Attention
Account PlanningResearch
Positioning
MessagingDelivery
Public RelationsAdvertisingSocial Media
44
![Page 45: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/45.jpg)
2015 Marketers Stress Reportfrom MarketingProfs.com
2015 Marketers Stress Report
45
![Page 46: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/46.jpg)
Your conversion funnel is also your budget justifier.
Suspects
* 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
46
![Page 47: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/47.jpg)
ContentContent strategy
![Page 48: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/48.jpg)
![Page 49: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/49.jpg)
![Page 50: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/50.jpg)
Precision Content Engine
![Page 51: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/51.jpg)
Content strategy starts with “Why” and is organized to convert
51
![Page 52: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/52.jpg)
Convergence enhances visibility and mitigates risk
52
![Page 53: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/53.jpg)
The campaign stack: A pragmatic approach to marketing
53
Air Cover
Demand and Lead Generation
Collateral
Training
Commercial offer
Promotions
Print, online, TV, radio, public relations, online banners/search, podcasts, out-of-home (billboards, airports, etc.)
Direct mail, email, Newsletters, events (real and virtual)
Briefs, presentations, white paper, customer case studies
Workshops, E-seminars, podcasts, online exams
Preconfigured packages, boxed sets, subscription service, starter kits
Bundle discounts, partner incentives, rebates, awards
![Page 54: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/54.jpg)
© 2016 Capstrat, LLC. All Rights Reserved.
![Page 55: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/55.jpg)
Big whooping mistakes
55
No call to action
Bad timing between air cover and demand generation
Inconsistent message
No training
Not telling Sales
Telling channel partners before direct Sales or Field Marketing
![Page 56: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/56.jpg)
2015 Marketers Stress Report
2015 Marketers Stress Reportfrom MarketingProfs.com
56
![Page 57: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/57.jpg)
Measure what matters
![Page 58: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/58.jpg)
Analytics is top of mind
58
![Page 59: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/59.jpg)
But here’s the irony . . .
59
![Page 60: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/60.jpg)
Should everything be measured? Definitely maybe.
Loyalty
Sales
Attribution
High Value Behaviors
Completion of Task
Likes/Follows
Page/Video Views Time Spent
Clicks
CTR/CPC
Visits
60
![Page 61: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/61.jpg)
Output
Reach, touch, clickBusiness Goals
Added value
Outcomes
Knowledge, opinions, attitudes
Organization Targeted groups Tactics/media/channels
Total measurement top-down and bottom-up
61
![Page 62: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/62.jpg)
Measure everything to optimize and realize marketing ROI
62
Many companies can articulate their objectives.
• $100 million in revenue • Increase market penetration by 10% • Expand in to a new geographic market • Improve customer retention by
1Few marketers can articulate how the
goals (if any) match the KPIs to the business objectives.
3Many marketers know their key metrics.
• New website visitors • 1,000 inbound calls in March • 50 sales qualified leads • Cost per lead < $25 • Whitepaper downloads • Video views
2
![Page 63: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/63.jpg)
Back up your data with more data
• Secondary research adds new dimension to your existing data and supports your insights.
Tools you can use: • Google Trends • Yahoo! Clues • eMarketer • comScore • Forrester • Nielsen
![Page 64: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/64.jpg)
Segmentation is key
• Create content for each target group using messaging that resonates with them
• Reach them WHERE and WHEN they consume media
Identify your targets. Create personas.
![Page 65: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/65.jpg)
Measure, Refine, Optimize
Optimization cycle
• Measure the success of the campaign. Are you close to meeting your target goals?
• If not, what needs to change?
• Make the change, and start over again.
![Page 66: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/66.jpg)
Why Test?
• Only way to truly know what works and what doesn’t for your industry, customers and products
• No opinions
• No “best practices”
• No “design for design sake”
66
![Page 67: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/67.jpg)
What can you test?
• Processes/ user workflows
• Landing pages
• Campaigns
• Design
• Content
• Marketing promotions
67
![Page 68: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/68.jpg)
The “obvious choice” isn’t always the best.
68
![Page 69: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/69.jpg)
Digital Disruption Your marketing strategy
69
![Page 70: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/70.jpg)
CMO.com
![Page 71: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/71.jpg)
Navigate the technologies that will have the biggest impact on digital marketing
© 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. For more information, email [email protected] or visit gartner.com.
Gartner for Marketing Leaders provides real-time, personalized digital marketing guidance — from vision through execution. Visit gartner.com/digitalmarketing and follow us @GartnerDigital.
Hype Cycle for Digital Marketing, 2015
71
![Page 72: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/72.jpg)
Technology can’t save a bad marketing idea.
72
![Page 73: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/73.jpg)
Digital Marketing Strategy Pulling it all together.
73
![Page 74: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/74.jpg)
What does a digital strategy contain?
• Audience insights and data analysis
• Strategy framework
• Digital scope of effort
• Implementation and measurement
• Governance
![Page 75: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/75.jpg)
Audience Insights
• Consumer insights
• Data-driven persona development
• Customer journey mapping
![Page 76: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/76.jpg)
Audit and Data Analysis
• Competitive audit and analysis
• Review of all digital channels and tactics
• Review of past business/brand performance
• Marketing technology audit and analysis
76
![Page 77: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/77.jpg)
Digital strategy framework
• Creating the blueprint for success
• 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?
![Page 78: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/78.jpg)
Digital strategy framework
• 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?
![Page 79: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/79.jpg)
Digital scope of effort
• The blueprint has been drawn, so now how do we build the house?
• Identify the right digital tactics and channels
Don’t forget about your content strategy. You should also be focusing on filling the funnel with content
• Who, what, how and when
![Page 80: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/80.jpg)
Most common digital tactics
• Website/Mobile application development
• Digital advertising and SEM
• SEO
• Email/CRM
• Social
80
![Page 81: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/81.jpg)
Paid search (PPC), social and display advertising
81
![Page 82: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/82.jpg)
Benefits
• Display and PPC benefits
• Cost effective
• Relevant
• Controllable
• Measurable campaign
• People based advertising (Personalization)
• Real-Time
82
![Page 83: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/83.jpg)
Organic Search
83
Data via Google’s occasional public statements and some inference (for 2006 + 2009)
In 2011 there are more than 3 billion searches/day on Google
2015Greater than 1.1 trillion
searches per year
![Page 84: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/84.jpg)
84
![Page 85: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/85.jpg)
SEO Benefits
• More targeted traffic
• Higher ROI
• Greater visibility
• Increased accessibility
• Better user experience
85
![Page 86: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/86.jpg)
Social Media is not a fad. It’s a fundamental shift in the way we communicate.
• So don’t treat it like a fad.
• Focus on ACHIEVING GOALS.
86
![Page 87: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/87.jpg)
Potential social media goals
• Establish thought leadership • Build brand awareness • Generate leads/increase sales • Drive traffic to destination • Recruitment • Build community • Improve SEO • Improve public relations • Launch new products and services • Fan engagement and growth
87
![Page 88: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/88.jpg)
Five recommendations for social success
• Content is still king
• 4-1-1 rule
• Social signals
• Advocates
• Inbound is not enough
88
![Page 89: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/89.jpg)
Permission Marketing
89
![Page 90: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/90.jpg)
Permission marketing benefits
• Establish a solid reputation with customers
• Improved reputation and solidified brand image
• Zero in on a niche
• Personal connection
90
![Page 91: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/91.jpg)
Implementation and measurement
• Did we make an impact?
• Measurement framework
• Visualize your conversion funnel and look for leaks
• Test and optimize
![Page 92: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/92.jpg)
Marketing Automation Software
• Prevents waste marketing effort
• Prevents a leaky funnel
• As a result, your sales and marketing teams can work in tandem with one another.
92
![Page 93: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/93.jpg)
Perfect Tool For Digitally Integrated Campaign Management
93
![Page 94: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/94.jpg)
Marketing Automation Features
• Technology used to track, prioritize and analyze (leads, customers and accounts)
• Platform for rapid development, testing and implementation of content programs
• Provides the ability to continue conversations across marketing channels, and to hand off those relationships to sales teams
94
![Page 95: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/95.jpg)
Marketing Automation
Customer Relationship Management
Customer Life Stage
Acquire Maintain / grow
Retain / recapture
Users
Marketing
Sales
Support
Source: David Raab, http://customerexperiencematrix.blogspot.com
How Does CRM Relate To Marketing Automation?
95
![Page 96: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/96.jpg)
Marketing Automation Benefits
• Businesses of all sizes can properly utilize marketing automation.
• It increases the operational efficiency of your business while driving revenue.
• Better leads = increased business and revenue
96
![Page 97: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/97.jpg)
97
![Page 98: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/98.jpg)
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)
![Page 99: Triangle AMA Marketing Workshop](https://reader036.vdocuments.site/reader036/viewer/2022062412/58d0cb351a28ab866c8b61fb/html5/thumbnails/99.jpg)
Thank You Landing Page: https://deliver.capstrat.com/GETMAD
Shane Johnston e. [email protected] t. @shanetjohnston
Jon Barlow e. [email protected] t. @Jon_Barlow