digital marketing strategy: planning for present & future success

of 86 /86
DIGITAL MARKETING STRATEGY: PLANNING FOR PRESENT & FUTURE SUCCESS Bob Johnson, Ph.D. ACT Enrollment Planners Conference July 11-13, 2012 Chicago, IL Bob Johnson Consulting, LLC 1

Post on 13-Sep-2014




3 download

Embed Size (px)


Digital marketing overview for higher education, with emphasis on student recruitment. Includes online advertising options, social media, content review, mobile technology. Special section on mistakes that frustrate visitors and harm brand reputation.


Digital Marketing Strategy:

Digital Marketing Strategy: Planning for Present & future SuccessBob Johnson, Ph.D.ACT Enrollment Planners ConferenceJuly 11-13, 2012 Chicago, ILBob Johnson Consulting, LLC1Just a play on words?We don't believe in digital marketing. We believe in marketing in a digital world, and there's a huge difference." Clive Sirken, CMO, Kimberly-Clark, March 2012Bob Johnson Consulting, LLC2Strategy definedMarketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive Johnson Consulting, LLC3caveats to BeginPerils and PitfallsBob Johnson Consulting, LLC4This is silly, but realBob Johnson Consulting, LLC5

6 strategy points to start#1Social media Marketing and PR cant control the message anymore#2MobileA new imperative for content brevity to focus on audience top tasksBob Johnson Consulting, LLC6Two more points#3PrivacyBig data means more ability to profile people than ever before#4EngagementMost people will like and follow but not actively engage and share

Bob Johnson Consulting, LLC7And two more#5New technologyNo need to be first in everything, especially if you dont know where it fits in your marketing campaign#6ROIDifficult to measure the individual impact of every step in a marketing campaignBob Johnson Consulting, LLC82 points to carry in our kit bagIs anything important forever even Facebook?AOLMySpaceFriendsterGeoCitiesGoogle WavePeople are still peoplePeople like to talk to real people sometimesPeople like getting information that interests themPeople who are online have very little patienceBob Johnson Consulting, LLC9A little backgroundHow we got started and where we are todayBob Johnson Consulting, LLC10Smartphones enabled the mobile era

Bob Johnson Consulting, LLC11Now tablets are expanding itBob Johnson Consulting, LLC12

New options keep luring us

Bob Johnson Consulting, LLC13

Marketers can fall too quickly in love

QR codesOnly 5% of U.S. smartphone owners used them in last quarter of 2011Mostly young menWhy so few?Too many code readersPlaced in weird placesLinks to regular websitesEven if mobile-friendly, no benefit to the userBob Johnson Consulting, LLC14What research tells us about Social MediaForrester ResearchPew Internet and American LifeBob Johnson Consulting, LLC15Top 10 social media sites, 3/17/12 Johnson Consulting, LLC16Adult activity on social media, all ages Johnson Consulting, LLC17Daily use of social media Feb 2012 for Teens, 12 -1762% for Millennials, 18 - 3456% for GenEx, 35 - 46 Less than 50% for everyone else

Important to remember: Lifespan of a new item on Facebook, Twitter is very shortIf something is important, post it more than once Bob Johnson Consulting, LLC18Facebook the digital Giant we cant ignoreMarketers fly to Facebook like moths to a flame and some get burnedBob Johnson Consulting, LLC19Social media experts often insistA two-way conversation between marketers and consumers is the whole point of socialAnything less is a reflection of outdated broadcast-style thinking.Consider an alternate realityMost people follow and friend brands to listen, not to engage in a conversation.Numbers do count the more spectators the betterReality makes ROI extremely challenging to measureWhat are all those followers and friends actually doing?When will they take a desired action?Bob Johnson Consulting, LLC20Key point about Facebook901 million members in April, 2012526 million daily usersMost people who use FB will never care about your brand

Bob Johnson Consulting, LLC21Facebook as todays mass mediaPeople need to understand what Facebook can do for a brand and what it cant do. It doesnt really differ from mass media. Its great to get decent reach, but to change the way people interact with a brand overnight is just unrealistic.Karen Nelson-Field, (Ehrenberg-Bass Institute, Australia), based on FB metrics People Talking About ThisBob Johnson Consulting, LLC22Burning on the Facebook flameEager to monetize the large followings they had built on Facebook, many large brands set up shop on the social network for the first time last year (2011). J.C. Penny, Gap, NordstromNow many of those Facebook stores are closing.In most cases, retailers have entered the f-commerce market by importing their online catalogs and making them available for purchase in a Facebook app. The experience is nearly identical to shopping on their websites, with two major differences: 1) Shoppers can complete their entire browsing and checkout experience without leaving; and 2) the Facebook apps tend to work more slowly.Why are brands shutting their Facebook stores? at

Bob Johnson Consulting, LLC23But Facebook can move peopleFacebook has become an important traffic driver to retailers websites. For instance, 1.9% of traffic to Burberrys website in September 2010 came from Facebook; a year later, 29.1% of site traffic was from the social network, Mullen wrote in an email to Mashable.[Burberry is] using the platform to drive traffic at a fraction of the cost of what it would have to pay on Google and other search engines. In addition a significant portion of that traffic and resulting sales is likely incremental, she added.Bob Johnson Consulting, LLC24This combo works for Burberry

Bob Johnson Consulting, LLC25

More than one Facebook site? National GeographicUniversity of Virginia

Bob Johnson Consulting, LLC26Content StrategyIn a nutshellBob Johnson Consulting, LLC27Inside the nutshell75 percent of the content on your website is garbage.Identify and remove it to thrive in a mobile world focus on top tasksExample: University of Richmond eliminated about 50 percent of overall web contentAbout 75 percent of admissions and financial aid content

Bob Johnson Consulting, LLC28Advertising in the Digital World Where are your dollars going now?Targeting for Facebook and all elseBob Johnson Consulting, LLC29Lots of possibilities, old & new Johnson Consulting, LLC30

Is Facebook a place for advertising?The best place for advertising?FB click through on ads is well below industry averageBut FB is hugePeople spent 18% of their online time on FB in 2011Up from 8% in 2010More time on FB = less opportunity to engage elsewhereFB advertising can be successful just because so many people spend so much time there that a high click through rate isnt always necessaryWhy Facebook is becoming the media worlds black hole, Simon Dumenco, 3 October 2011

Bob Johnson Consulting, LLC31Advertising on Facebook Bob Johnson Consulting, LLC32

Sorting the people on FB

Bob Johnson Consulting, LLC33Controlling the cost to experiment

Bob Johnson Consulting, LLC34Of course, track the results

Bob Johnson Consulting, LLC35Direct Response Advertising onlineMatching programs with ad placementBob Johnson Consulting, LLC36Again, targeting is key moreBob Johnson Consulting, LLC37

Direct response program ad matches placement

Bob Johnson Consulting, LLC38Leads to a proper landing page

Bob Johnson Consulting, LLC39And a social media connection

Bob Johnson Consulting, LLC40Simple, clean, quick email responseBob Johnson Consulting, LLC41

Retargeted AdvertisingCreepy to some, successful to othersBob Johnson Consulting, LLC42It might start with a search

Bob Johnson Consulting, LLC43REJ on a automobile forum

Bob Johnson Consulting, LLC44REJ on Flyertalk

Bob Johnson Consulting, LLC45REJ on the Washington Post

Bob Johnson Consulting, LLC46

Retargeting specialists

Bob Johnson Consulting, LLC47Group AdvertisingLead gen for more leads at less cost w/ 3rd party screeningBob Johnson Consulting, LLC48Online masters degree finance...

Bob Johnson Consulting, LLC49Where will you be among 55 choices? Johnson Consulting, LLC50

Selection: 60 bachelors degreesBob Johnson Consulting, LLC51

For Best ROI on any AdvertisingAttention to the Inquiry FormAnd the first response timeBob Johnson Consulting, LLC52Simple, clean, quick Johnson Consulting, LLC53

Immediate & continuing response

Bob Johnson Consulting, LLC54Beware The Devils detailsBad experiences kill brandsBob Johnson Consulting, LLC55Focused online advertising is good

Bob Johnson Consulting, LLC56But not a good follow through

Dont drop people into a regular web pageBe direct in asking for a responseIf we can help you decide if this is the right program for your career advancement, please do not hesitate to contact us at 315-443-3368.

Bob Johnson Consulting, LLC57Content isnt king if you cant read it

Bob Johnson Consulting, LLC58Mobile visitors to mobile friendly sitesMobile friendly

Not mobile friendly

Bob Johnson Consulting, LLC59Tablet users have high expectations (March 2012 research)

Bob Johnson Consulting, LLC60That are not being met now

Bob Johnson Consulting, LLC61What to expect for 2015 and beyondBig Data Speed VideoBob Johnson Consulting, LLC62(1) Big data and marketingEarly days in 2012Demand for data analysts will grow and growMay compete for resources with brand advertising to large audiencesSuper Bowl marketing an example of brand awarenessDriving 21st century direct response marketingGoogle, Facebook, Amazon Big Data playersBob Johnson Consulting, LLC63Benefit from a privacy declineGoogle, Facebook = end of privacy onlineMarketers will know more & more about individuals onlineFact: people do not object to ads on things that interest themOpportunity: skip mass advertising, focus lead generation marketing to people you know might have an interestConversion: with permission to speak, keep the content relevant to interests of the people receiving itPenalty: to much brand speak and people will withdraw permission to speak to them

Bob Johnson Consulting, LLC64Big data to tell a clear story

Bob Johnson Consulting, LLC65

(2) Plan for extraordinary speedIn 2000, the first ads we wrote for Oracle were about 7 seconds. If the consumer was online and didnt get the content that they wanted within 7 seconds, theyd be gone.Now 7 seconds is a lifetime.In 2017?If Spotify is fixated with delivering content in under 200 milliseconds now, can you imagine what the competition will be in 5 years?Lawrence A. Kimmel, CEO, Direct Marketing AssociationBob Johnson Consulting, LLC66A verbal future no nav, no search

In the mobile world, no need to touch anythingWhat words will your visitors use?Must work better than your search works nowTop tasks even more important know Task wordsBob Johnson Consulting, LLC67(3) Best of 30 2015 predictions VideoVideo is the number one activity marketers plan to expand in the future, which we see as a commitment to visual storytelling. The number two area of interest is mobile. That makes sense given the incredible explosion in the tablet market.By tablet, Im talking about iPads and e-readers.Rebecca Lieb, Expert Predictions for Content Marketing 2015, Johnson Consulting, LLC68Invest in Social Video video content that taps intopsychologicaltriggers, which drive peoples desire to share that content with others when I watch it, I immediately think to myself, Wow, Grant needs to see this as well.Mark Robertson,

Bob Johnson Consulting, LLC69

Humorous works best Johnson Consulting, LLC70

15 seconds gets best response

Bob Johnson Consulting, LLC71Women are most likely responders

Bob Johnson Consulting, LLC72Video leads to your Facebook pageBob Johnson Consulting, LLC73

Strategy Points for enrollment successBob Johnson Consulting, LLC74Digital marketing Insanely complicated

Bob Johnson Consulting, LLC75Key recruitment requirementsCritical first impression onlineData to craft targeted advertisingSimple online inquiry formsImmediate inquiry responseTelephone, email, or textingContinuing response unless told to stop

Bob Johnson Consulting, LLC76Content priority Students decideAcademic program listNet cost calculatorDates and deadline calendarAcademic program detailsApplication process summaryOnline application formNoel-Levitz, Mobile Expectations survey, 2012Bob Johnson Consulting, LLC77Most underused strategy elementAcademic program interest of the potential student for competitive advantageOnline advertising for individual programsSocial media plan for selected programsInquiry and application options from every academic program page website & socialUse academic program interest from first responseContact with students and faculty in academic programs of interestAcademic content written for students, not faculty and their friendsBob Johnson Consulting, LLC78Digital Marketing resourcesBob Johnson Consulting, LLC79Pew Internet research projects

Bob Johnson Consulting, LLC80I Want Media daily newsletter Johnson Consulting, LLC81

Social Media Examiner Bob Johnson Consulting, LLC82

Academic research sourcesUniversity of Maryland College

Bob Johnson Consulting, LLC83

Integrating digital channelsAn example

Bob Johnson Consulting, LLC84Big data in marketing campaigns

Bob Johnson Consulting, LLC85Thanks for being here in Chicago!Bob Johnson, [email protected] Johnson Consulting, LLC86