nedmainno14: the fundamental things still apply: how to deal with "innovation overload"...
DESCRIPTION
The Internet has changed everything in so many industries. And at the same time, in marketing, some fundamental truths never change. - Americans are now spending more time online than watching TV, much of that on social media sites that did not exist 10 years ago. - Newspaper advertising revenue has dropped by over 50%. - About $50 billion/year is now spent on online advertising 70% of Americans use mobile as part of their retail experience - P&G is now spending over a third of its marketing budget on digital. Marketers need to explore the buyer’s journey, develop personas, and use the right mix of digital and traditional media to respond to where that customer is – from awareness to customer to advocate. This presentation addresses some of the disruption caused by digital and the new opportunities that it produces, and technologies to enable them. This presentation was developed by Louis Gudema, Senior Digital Marketing and Sales Maven, and was given at NEDMA's 2014 DM Innovations Symposium.TRANSCRIPT
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 stagesAwareness
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
http://www.thehubcomms.com/who-is-winning-the-marketing-cloud-wars/article/336854/
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