Making the Most of Your Digital Marketing This Holiday SeasonIndaba Group

October 23, 2014

The Traditional Mental Model of Marketing

Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google

The New Mental Model of Marketing

Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google

In 2010, we needed information from 5.4 sources before making a purchase. By the end of 2011, we needed 10.4.

Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google

The Path To Purchase is not linear. It’s created by consumer and influenced by numerous social and brand inputs.

Decision AdvocacyAwareness

Content

Research

ValidationInterest

Owned: Extension of your brand. Used to execute campaigns, promote content and to create more word of mouth and engagement.

Earned: Can’t pay for it, but more authentic because it’s from trusted friends and family.

Paid: Use wisely and always be testing. Fuel your funnel, identify funnel leaks and find new customers.

Approach to Digital StrategyOwned, earned and paid channels are all necessary and work together to form the basis of a

marketing strategy that's meant to drive traffic and customer growth.

Approach to Digital Strategy Owned, earned and paid channels are all necessary and work together to form the

basis of a marketing strategy that's meant to drive traffic and customer growth.

OWNED Website

Blog Email

Social Channels Mobile

EARNED Reviews Mentions

Posts Shares

PAID PPC

Display Retargeting Paid Social

Paid Influencers Affiliates

Owned: The channels that you build, nurture and optimize are an extension of your brand. These are the channels that need to grow over time and the one that should be warranting increased investment over time. Owned channels are used to execute campaigns, to promote great content and to create more word of mouth and engagement. !Paid: Use wisely and always be testing. If you can find a cost effective paid channel (i.e. profitable or break-even contribution margin) spend up as quickly as you can and take advantage of that 'find'. Otherwise, use this channel with caution and use it primarily to fuel your funnel, identify funnel leaks and find new customers. !Earned: It's essentially Word-of-Mouth. Most marketers resort to paying for earned media via big investments in PR. Awareness of your company will spread faster and will be more authentic coming from customers than it will from the media, so take advantage of these ‘sharing’ tactics.

Owned Media

Focus on Keywords–  Use AdWords and GWT to learn what’s working

currently and what has worked during previous holiday peaks

–  Include “deals” and “Cyber Monday” themed keywords in paid and organic

–  Look at Google Trends to see how it’s changing

Create a Deals Page

Ensure Your Site is Optimized–  Check GWT for site errors

–  Ensure meta and structured data are updated

–  Ensure social sharing buttons are included and optimized

–  Use http://smo.knowem.com to check social optimizations

Develop Content•  Create a Gift Guide

•  Create specific product categories (e.g., “Kids Toys Under $20”)

•  Lots of blog and resource pages related to the holidays

Blog Content Ideas•  Long-tail Keywords – write blog using long-

tail keywords that don’t have a place on your main site

•  Social Data Mining – find out what users are saying about your brand, products and competitors.

•  Q&A Sites – Find questions specifically about your brand/products and write blogs to answer them.

•  Pinterest - Go to www.pinterest.com/source/www.yoursite.com and see what boards people are pinning your products on.

Email Is Still Important

44% of email recipients made at least one purchase based on a promotional email.

–  Segment email database and send personalized messages

–  Optimize for mobile experience

–  Plan series of emails, not one-off messages

–  Prioritize CTAs and send limited-time offers

Source: Convince and Convert, 2013

Earned Media

Make It Easy to Share

Leverage Pinterest

Categorize pins and boards as “Gifts”

 Use Rich Pins to add pricing and other details from

website.

 

Sources: BrightLocal, 2013; BazaarVoice, January 2014

After seeing how a brand responds to a review, 71% of consumers changed their perception of the brand.

79% of consumers trust online reviews as much as personal recommendations.  

•  Allow users to review products on site

•  Implement review schema

•  Respond to negative reviews with genuine and actionable message

Focus on Reviews

Paid Media

Run Google Shopping Feed Ads–  Create a Google Merchant

Account–  Enable products for feed–  Submit feed to Google Shopping;

required attributes for all products:

•  ID•  Title•  Description•  Link•  Image Link •  Condition•  Price•  Availability

Retargeting Is EssentialCustomers often use search and social to research purchases well in advance of making a purchase.

Retargeting allows your brand to remain top of mind and draws these users back to your site when they are ready to make purchase.

Facebook, Twitter and Google are great places to start with your retargeting efforts.

 

Types of Retargeting

Cookies    

Pixel-­‐based  method  used  by  majority  of  networks.  Issues  with  several  users  accessing  same  machine  or  browser.  

IDs    

Based  on  social  networks  that  users  are  signed  in  to.  Allows  for  cross-­‐device  retarge?ng,  but  limited  by  few  channels.  

Search    

Based  on  search  behavior.  Great  for  driving  new  users  to  

site.  

Run Paid Social Campaigns

Massive user networks, micro-targeting options and low CPCs make paid social media campaigns extremely desirable.

 

Run campaigns on Facebook, Twitter and Pinterest to drive awareness, engagement and sales.

Owned  Media              

Know  Your  Keywords  Create  Deals  Page  Op?mize  Your  Site  

Develop  Lots  of  Content  Smart,  segmented  email    

Earned  Media              

Make  It  Easy  to  Share  Advanced  Pinterest  Usage  

Focus  on  Reviews  

Paid  Media              

Google  Shopping  Feed  Ads  Retarge?ng  Paid  Social  

Angie Pascale Director, Marketing angie@indabagroup.com @angiepascale about.me/angiepascale IndabaGroup.com @indabagroup facebook.com/go.indaba

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