nedma innovations summit 2014 - digital marketing innovation overload - louis gudema

The Fundamental Things Still Apply

How to deal with “Innovation Overload” and produce business

results

#NEDMAInno14

Louis Gudema@louisgudema

http://louisgudema.com

Louis GudemaSenior Account ExecutiveISITE Design

Senior Account ExecutiveOverdrive Interactive

Founder and presidentMagic Hour Communications

Blog forEconsultancyIDG Connecthttp://louisgudema.com

Rate of change is accelerating

SEO

banners/adssearch ads

marketing automation

social media

predictive analytics

mobile

real-time bidding

programmatic ad sales

wearables

Internet of Things

website

analytics

email marketing

Ecommerce

CRM

content management system

InformationOverload

Innovation

Most companies not using marketing automation

Fortune 500 25%

B2B 11-13%

All 5%

And many of these are using it only for email

http://www.clickz.com/clickz/column/2243015/25-of-fortune-500-b2b-companies-have-adopted-marketing-automation

Content everywhere

• 54% of brands don’t have a content

strategy

• 75% of brands intend to increase

their content marketing spend

Agencies are overwhelmed, too

http://www.mediapost.com/publications/article/221082/small-mid-sized-agencies-still-ambivalent-about.html

94% of small- and mid-sized agencies say they are not using, or are not sure of, programmatic ad buying

Digital has changed everything

Omni-channel marketing lives

So the fundamental things still apply

You need to reach the right AUDIENCE with the right MESSAGE and OFFER on the right DEVICE at the right TIME and MEASURE and OPTIMIZE

And digital gives you many more tools and channels to do it with

• Top-down enterprise approach• Bottom-up departmental

approach

“Tactics without strategy is the noise before defeat.”

- Sun Tzu

• Empower innovation champions• Identify needs• Break down silos• Align the entire organization

around change• Create policies to support change• Budget to support change

Governance

Top down…

• Build your team• Develop personas• Map buyer’s journey• Identify best properties to be in

front of buyer/customer in every stage

• Select and implement enabling technologies

• Create messages, content, offers, etc.

• Test and optimize

Top down…

• This can take 6-12 months• May need to wait for next budget

cycle for full implementation• Plan some quick wins along the

way to build credibility

Build your team

…of analytical marketersdirect

V

Develop Personas

• Start with 3-6 personas that matter

• Your biggest customers: common characteristics

• Differences that are important to buying

• Customer interviews and surveys• Use demographics and

psychographics and bring to life

Developing Personas with Website

data

Developing Personas with Website

data

Developing Personas with Website

data

Data from social media

Research tools

WhatRunsWhere.com

Social Media listening

Research conversations

Developing Personas

Developing Personas

Using personas in website

Using personas in website

Using personas in website

Top down…

• Build your team• Develop personas• Map buyer’s journey• Identify best properties to be in

front of buyer/customer in every stage

• Select and implement enabling technologies

• Create messages, content, offers, etc.

• Test and optimize

Buyers/Customers stages

Awareness

Interest

Preference

Action

Sustain/resell

Champion

Buying/Customer Stage

Buyer’s journey

http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

You must use omni-channel marketing because your customer is everywhere.

Different preferences for different experiences

Search behavior and keywords vary by stage of

buyer’s journey

http://www.b2bmarketinginsider.com/search-marketing/how-to-use-paid-search-to-target-buyers-by-stage

Top down…

• Build your team• Develop personas• Map buyer’s journey• Identify best properties to be in

front of buyer/customer in every stage

• Select and implement enabling technologies

• Create messages, content, offers, etc.

• Test and optimize

Identify best channels

Identify best properties…

• Start with search marketing• Use remarketing• Site visitors• Look-alike

• Look at sources of traffic to your website

• Look at demographics of people using properties, and how to target

• Consider omni-channel options to boost results

Top down…

• Build your team• Develop personas• Map buyer’s journey• Identify best properties to be in

front of buyer/customer in every stage

• Select and implement enabling technologies

• Create messages, content, offers, etc.

• Test and optimize

Tips for selecting technologies…

• What is your technology stack? • Will IT support it, if necessary?• Will it integrate with your other

systems, especially your data?• Avoid a features war• 80:20 rule• Best-of-breed vs Integrated suite• Ease of implementation• Learning curve and ease-of-use• Ease of analytics• Will it make a difference?

Top down…

• Build your team• Develop personas• Map buyer’s journey• Identify best properties to be in

front of buyer/customer in every stage

• Select and implement enabling technologies

• Create messages, content, offers, etc.

• Test and optimize

Competitive Research

Competitive Research

Research: keyword tool

Competitive Research

Research: keyword tool

Competitive ad information

Vary content, etc. by stage of buyer’s journey

Awareness Consideration

Decision

Keywords Broad industry, issues

Solutions Brands

Content Webinar, infographic, checklist, Top 10 issues

Case studies, demos, FAQ, spec sheet

Free trial, ROI calculator, coupon, info for CFO

Gated No Maybe Yes

Sales follow-up

No Maybe Definitely

Top down…

• Build your team• Develop personas• Map buyer’s journey• Identify best properties to be in

front of buyer/customer in every stage

• Select and implement enabling technologies

• Create messages, content, offers, etc.

• Test and optimize

Data, data, data…

http://www.searchenginejournal.com/10-great-social-web-analytics-tools/90629/

Collect emails first, sell second

Ultimate goal: quantifying marketing’s contribution to revenue

Which is

complicated

!

Maybe your corporate culture doesn’t support this

approach

Bottom-up, departmental approach

Bottom-up, departmental approach

Bottom-up, departmental approach

Bottom-up, departmental approach

• Duplicate, possibly incompatible technologies

• Extra effort, or less cooperation, from IT

• Poor sharing of learnings• Lack of policies, training, always-

on budgets• No economies of scale in media

buying• Holes in customer experience• Etc., etc., etc.

Bottom-up, departmental approach problems

It’s not just the tools, it’s how you use them

It’s not just the tools, it’s how you use them

http://wowpics.in/amazing-pics/amazing-celebrity-models-pencil-sketches/

Louis Gudema

http://louisgudema.com

http://www.slideshare.net/lgudema/presentations

The Fundamental Things Still

Apply