digital marketing 4.0

Digital Marketing 4.0Marketing Innovation Workshop

Professor Chad A. Sims, MBAMarketing Manager

Before We Start

You need to know...Where we were!

Where we are now!Where we are going!

Before We Start

You need to know...Where we were!Where we are now!

Where we are going!

1980’s - History of Digital Marketing• 1981 IBM launches first personal computer• 1986 AQL was adopted by the ANSI

– First database marketing software “digital rolodex”• 1989 100mb is the storage capacity of computers

This shift in technology corresponded with a shift in mindset from pushing product to “relationship marketing,” prioritizing customer connections.

Telephone and field sales channel welcomed automation, and gave everyone a taste of the first true forms of marketing analytics.

1990’s - History of Digital Marketing• 1995 16 million internet users worldwide• 1996 30 minutes was the avg. time Americans

spent online• 1998 Users checked AOL.com regularly• 1999 the birth of the first Software-as-a-Service

(SaaS) company, Salesforce.com

In the 1990’s CRM’s and eCRM’s exploded on to the scene, vendors like Oracle, SAP and Baan for example. The CRM landscape painted marketers with rich data and poor information.You could track and store customer info but lacked support to makes sense of it all.

2000’s - History of Digital Marketing• 2000 the dotcom bubble hit’s its peak then burst• 2002 558 million internet users worldwide• 2004 Google goes public

– Social Media starts taking shape• 2007 the iPhone is born• 2007 Marketing Automation takes shape

Marketing automation, enables marketers to launch multi-channel campaigns, segment their audiences, and offer personalized content to consumers. This is really the first technology built by marketers for marketers!

2000’s – Getting Social• 2002 LinkedIn founded• 2004 Yelp launches• 2004 Facebook is born• 2004 Gmail is launched• 2005 YouTube founded• 2006 Twitter hatches into the market

This decade shaped a whole new generation of channel-specific needs of marketers, new, highly-specialized software companies transformed the technology landscape.By 2010 marketers had solutions for social, mobile, search, and analytics.

Before We Start



2010’s and on – How we use!• 2014 11 Hours avg. Americans spend online• 2014 250 Milliseconds Users load time expectation

– 6 seconds on a web page looking for answers– 67% people who check their phone without a

notification• Today – Digital marketing integration and

innovation– Customer behavior and characteristics analytics– Mobile marketing– 10x Content marketing

60% of marketers expect their companies will invest in marketing technology this year, that investment is not matched by confidence.96% of marketers most desirable function is fully integrated marketing technology to help help the organization reach their goals.

Plagued with a paradox of choiceCurrently, the diversification rate far-surpasses the consolidation rate. Within 3 years, the number of marketing technology vendors has grown from 100 to 1,876 {and growing}.

“The business will be won by those who will serve consumers best” –

Jeff Bezos Founder, Chairman and CEO of Amazon.com

TRAFFIConline search • paid sponsorships •print

ads word of mouth • email marketing • trade shows direct marketing • events • PR •

lead generation

CONVERSIONS

optimization • remarketing • lead nurturing

white papers • infographics • product samples education • email marketing •

reviews • a/b testing

AOV/LTV

service • product quality • pricing • referrals

surveys • post purchase marketingremarketing • PR

HOW TO GROW REVENUEThere are three things a business can dial up to grow revenue: Traffic, Conversions and Average Order Value/Lifetime Value.

Nothing changes if nothing changes.

Example: Digital Marketing Tactics

WEBSITE RESPONSIVE TESTINGWHAT IS RESPONSIVE DESIGN?

Responsive design recognizes the device the person is using and automatically “responds,” making it look great on wide screens, laptops, tablets or mobile phones. With responsive design, there is no need for a separate mobile version and SEO is maintained across devices.

WHAT’S YOUR OPPORTUNITY?

Better conversion rate! When a website “doesn’t work right” on the device it’s being viewed on, the viewer is highly likely to simply close it, meaning you lose that chance to make a conversion.

Better search rankings! Google has begun including whether a site is responsive or not in its ranking algorithms.

95% of mobile users use their phone for local search

46% of consumers will NOT return if a mobile site is not working

Google has officially released a Mobile Responsive Algorithm update giving mobile responsive sites more ranking authority.

(April 21, 2015)

LEAD GENERATION

Use outbound marketing tactics to reach your ideal customers. By creating a systematic – yet personalized - approach to lead generation, you’re able to play the numbers game. Our campaigns are designed to build interest in the services that you provide.

WHAT HAPPENS WHEN I RUN A LEAD GENERATION CAMPAIGN?

• Sales talks to prospects who WANT to talk to them

• You’ll have data that can be used to predict future results

• Lead generation efforts fill the marketing pipeline with contacts that can be nurtured

• By using a systematic approach, you’re able to increase the number of prospects you can target

• By keeping your campaigns personalized, you stand out from your competitors

LEAD WARM-UPWe will we re-engage your list of past contacts AND use this campaign to nurture leads from our System the Game efforts. Your sales team will be able to speak with leads who are “warmed up” after we have provided quality content to these contacts.

Through the act of lead scoring, reps will be able to focus their time on leads marketing qualified leads that are ready to speak to them.

BENEFITS OF USING A NURTURE SYSTEM:• Sales can focus on engaged/interested leads• Save time by pushing contacts through a

workflow (no manual follow ups)

• Provide the right content to your leads at the right time

Search Engine Optimization (SEO)The next slide goes over a July 2014 report by Moz. They conducted a study to determine the Click Through Rate for each organic position in Google (desktop searches only).

Their findings show just how important the top rankings of Google are to the amount of organic traffic a company receives.

What is offsite SEO?

Offsite SEO deals with the elements of SEO-based marketing that are done outside of your site, often times referred to as SEM (search engine marketing).

These elements can include: -Back-linking or inbound linking-Article directory submissions-Social network marketing-Press releases-Guest blogging

What is onsite SEO?

Onsite SEO is any form of SEO that can be done on your website without exterior elements.

This can include the use of:-Internal linking-301 redirects-Fresh content-Keyword density-Alt text on images

IMPORTANCE OF TOP RANKINGS

Sharing is caring and inbound is about creating and sharing content with the world as an industry thought leader. By creating additive manufacturing or 3D print content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more. Inbound marketing implemented correctly will become the largest asset to your marketing efforts.

Chad Sims

[email protected] Update

+ When you use the HubSpot Salesforce integration, every interaction your sales team has with a lead is informed by HubSpot Lead Intelligence. This gives your sales team a chance to have better calls with leads, making them more likely to be successful.

Every interaction marketing has with a lead - email sends, opens, and clicks, form submissions, and more are rolled up to the contact record to keep your sales team in the loop. Through the act of lead scoring, reps will be able to focus their time on leads marketing qualified leads that are ready to speak to them.

BENEFITS OF HUBSPOT AND SALESFORCE CRM:

• HubSpot collects data about your lead’s interests, behaviors, level of activity on your website, and more.

• Lead scoring provides your sales reps qualified leads to call on

• HubSpot reports back on revenue data when a sales rep closes new accounts, providing the marketing team with information to improve campaigns

WHY USE SOCIAL MEDIA?• 84% of US online adults use some form of social media networking

• 83% of B2B marketers use content marketing for lead generation

• 54% of the most effective B2B Marketers publish content daily or multiple times per week

• 61% of global internet users research products online

• Social media has a 100% higher lead-to-close rate than outbound marketing

• Multi-platform use is on the rise: 52% of online adults now use two or more social media sites, a significant increase from 2013, when it stood at 42% of internet users

• According to HubSpot, 92% of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites

• According to Social Media Examiner, 97% of marketers are currently participating in social media—but 85% of participants aren’t sure what social media tools are the best to use

http://blog.hubspot.com/marketing/social-media-roi-stats

http://www.socialmediaexaminer.com/report2014/

EMAIL MARKETING STRATEGIES

NEW CUSTOMERS EMAIL DRIPNew customers may have questions about how your products/services work. A series of short welcome emails can give new customers an idea of what to expect, introduce them to key people at ALCOA and nurture your new business relationship. Communication is one of the biggest drivers for increasing the LTV of your customers.

OUTBOUND EMAILSOutreach to prospects who match your ideal customer profile. The primary goals: to kick off a relationship with ALCOA and to gather marketing intelligence within their organization.

NURTURE EMAILSThe longer your sales cycle, the more important it is for your sales team to have a nurture system in place. Don’t let your outbound efforts go to waste! Continue to build upon relationships with prospects who are not ready to buy at this time, but could become a customer at a later date.

BUYER PERSONASBuyer personas are representations of different people in your market. We use personas to examine the behaviors, attitudes, pains, needs and wants of specific demographics you want to reach. This information helps us develop messaging and choose tactics that speak to the needs of your audience, in the communication method they prefer. Buyer personas are crucial in inbound marketing and lead scoring.

BUYER PERSONAS SHOULD INCLUDE:• Psychographics - how do your customers

think?• Goals - what are they trying to accomplish?• Pain points - what problems are they

experiencing?• Desired experience - how do they want to be

treated?• Objections - what mental obstacles need to be

overcome?

TYPES OF NURTURE CAMPAIGNS - PROSPECTSWARM LEADS

These people are interested, but need a little more time or information. Send them a small item every 3 weeks over a 9 week period to keep you top of mind.

HOT LEADSSend these people something within a week. Including a handwritten note from the sales rep gives a personal touch.

LET’S TALK LATER LEADSPut these people into a system to receive a “reminder” item from you about a week before your scheduled time to “talk later.”

CONSULTANTS / SALES REPSFor representatives or consultants who refer business to you, consider a separate nurture campaign to reach out to these people 2 to 4 times per year.

• Nurtured leads make 47% larger purchases than non-nurtured leads• 48% of B2B companies have a nurture program in place• Companies with mature lead generation and management practices have a 9.3% higher

sales quota achievement rate

NURTURE CAMPAIGN ITEMSYou can spend a lot or a little, depending on the average lifetime value of signing a new customer. Try to think beyond everyday items like pens and send them something that relates to the value your services will bring them. Don’t be afraid to send something crazy! You can have a lot of fun with nurture campaigns and stand out as a company people will want to work with.

ITEMS WE HAVE SENT FOR OUR OWN NURTURE CAMPAIGNS AND THOSE OF OUR CLIENTS INCLUDE:

• Industry relevant books with custom bookmark• Book safes with hidden bottle of bourbon• Custom greeting cards• Custom-branded popcorn• Mini gumball machines with brand-color gumballs• Fortune cookies with custom messages• Branded mugs with hot cocoa mix for a “fireside”

webinar• Branded notebooks with stickers• Painted pumpkins

REMARKETINGGENERATING REPEAT TRAFFICRemarketing lets you show ads to users who've previously visited your website as they browse the Web.

It’s cheap, easy and effective. It’s foolish not to do it!

WHAT’S YOUR OPPORTUNITY?Reinforce Brand Awareness! Even if they don’t click, people will be reminded of your business, keeping you “top of mind.”

Drive Traffic! Remarketing can bring prospects back to you.

Better Conversion Rate! Remarketing can re-engage prospects who are still undecided.

Target AudienceSearches Online

Visits Your Website Your Audience Sees Your Ads on Other Sites

Visitor Clicks Your Ad and Returns to Your Website

SEARCH RETARGETINGGENERATING REPEAT TRAFFIC

We can even use Remarketing Lists for Search Ads (RLSA). This is a feature that lets us customize your search ad campaigns for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google.

WHY IT’S EVEN MORE AWESOME THAN REGULAR RETARGETING:

You want to show up when a prospect searches for “3D printing” but you know that far too many disqualified people search for that keyword on a monthly basis. Well, since you know this person has visited your website, opened an email or visited a landing page, you can advertise on that keyword with a specific message tailored to that prospect that stands out from the competition.

Two for one. Retargeting not only increases traffic to your website, but it helps increase your conversion rates (which

will be talked about in the next section).

A/B TESTING… EVERYTHINGHow do you know what works unless you test it?

The answer? You don’t! Whether it’s the homepage of your website, an email blast, a nurture campaign, or a landing page, we believe in testing it all. Our approach to A/B testing can be broken down into 4 categories:

• Forest: Very broad testing. Example: While testing a landing page we would decide whether short form or long form landing pages convert best.

• Trees: More specific testing. Example: On that landing page, we find out whether people would rather call or fill out a form/email your company.

• Branches: Even more specific testing. Example: What colors and wordings in the call to actions generate the greatest results.

• Leaves: The best way to describe this kind of testing? OCD. Every small detail is tested on the page.

Before We Start



We have all scene this before• Market: past, present, & future

– Review changes in market share, leadership, players, market shifts, costs, pricing, competition

Early Adopters/Pioneers

Mass Market/Followers

End of Life

Time

Number of

customers

Digital Marketing 4.0

In the next era sales will organize and optimize themselves based on the business rules within a smart marketing ecosystem.

The driver behind change is usability

Usability the time to reach a specific goal

If you can make it faster you will be their hero

Sensitize + Inspire = Think New

What is Happening

For the Huge Potential

Digital Business Transformation

“It’s all about people and changing their minds” –

Steve JobsFounder, Chairman and CEO of Apple

Welcome to a Data Driven Business• Data is the new oil• Taking object/product that knows

exactly when it will be needed• The future of marketing becomes

invisible

Product Centric MarketingWe have a product. Now go sell it!

“If you build it, they will come.”

Customer Centric MarketingWe have a customer. Now what do they want?

“If you build the approach, they will read reviews, shop around and educate themselves.”

Example of a data driven business

Digital Marketing Transformation

• Google can make more than 100 billion dollars per year just from data driven services

“Imagination is more important than knowledge”

-Albert Einstein

Digital Marketing 4.0

Think Customer CentricThink User Experience

Think UsabilityThink Smart Automation

Think Data RelevantBe Memorable

Digital Marketing 4.0Innovation Workshop

Our Marketing ChallengeLet’s deliver better results by thinking 4.0

1. Think about a data driven marketing approach and user-centric positioning

2. Make it a smart solution to attract customers (4.0)

3. Sketch the smart marketing ecosystem4. Create a user journey of your idea that you

will present on stage later5. List arguments why the audience should

agree to your marketing approach

Marketing Challenge


Limitations:1. It should be(come) a digital marketing

campaign– Must be wearable technology ie. Fitbit,

athletic sensor shoes, heart rate monitor, clothing

2. The timeframe is within the next 6 -12 months to implement

Our Marketing ChallengeBrainstorm on possible ideas.

Brainstorming rules:• Go for quantity – as many ideas as possible, first

collect• Encourage wild ideas – think beyond the teller and

envision the future• Refer judgment – no yes but...• Build on the ideas of others – follow an idea and

enrich it• Number each idea – so you are sure you have 30• One idea per post-it


Think data drivenThink user centricThink workflow

Limitations:1. It should be(come) a digital marketing campaign

– Must be wearable technology ie. Fitbit, athletic sensor shoes, heart rate monitor, clothing

2. The timeframe is within the next 6 -12 months

15:00 minutes

30 ideas


Select one idea that you think will be good to reach the given requirements and will convince the audience to agree.

Selection:• You have 3 points – use a board marker to pinpoint

your favorite ideas (3 points)• Discuss and evaluate these ideas – which one would

be the best• End up with the one idea – that will be the idea you

want to go for• Give your campaign distinctive name

10:00 minutes

1idea


Present your team’s idea to the others

Audience:• Please give feedback• Play the devil’s advocate• Challenge the team and their idea• Enrich the idea• Give comments where the team should focus on

3:00 minutes

Empathy

EmpathyLet’s deliver better results by thinking 4.0

Map your target groups

Name 5 target groups that will want to have (adore) your campaign. Target groups could come from families, single mothers, government employees, children etc.

5:00 minutes

5groups


Sketch 5 buyer personas and their characteristics out of your target groups.

20:00 minutes

5target groups


List applicable problems of your personas that you want to solve with your marketing campaign.

Write at least 5 significant problems next to each group that they have today. The more wicked the problem is the better your campaign will work.

15:00 minutes

5personasproblems


Present your target groups and personas and their problems to the others.

Audience:• Please give feedback• Play the devil’s advocate• Challenge the team and their idea• Enrich the idea• Give comments where the team should focus on

5:00 minutesEach team


Sketch 5 buyer personas and their characteristics out of your target groups.

20:00 minutes

Campaign sketches

COFFEE BREAKor

POTTY BREAK

15 MINUTES

Ideation

IdeateLet’s deliver better results by thinking 4.0

Sketch your product.Sketch what kind of ads, banners, social outlets, web item’s, collateral pieces, etc, your campaign will look like.

30:00 minutes

Campaign sketches

IdeateLet’s deliver better results by thinking 4.0

Create and sketch your campaign.

• Envision and map what the campaign elements will look like

• Who would be possible stakeholders in your campaign

• Remember to be user centric• Sketch how the data will flow• Sketch possible visibility• Forecast the type volume your campaign will

attract

15:00 minutes

Campaign sketches

Present

PresentLet’s deliver better results by thinking 4.0

1. You should start with your idea (why it would make the business better)

2. Show your target groups and3. The mutual benefits they will get from your

idea/solution4. List the sales problems you want to solve

with your campaign5. Argue why somebody should invest in your

team’s campaign and don’t forget the “one more thing”

5:00 minutes

each team

digital marketing 4.0

Documents