Digital Marketing Strategy here is an update version of last year's tutorial at the AMA marketing symposium for higher education. More emphasis this year on "Big Data" but still a major concentration on various forms of online advertising, from display ads to retargeting... and special notes on the value of landing pages
2. Bob Johnson Consulting, LLC ... @HighEdMarketing
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Who is Bob Johnson?
• Website reviews from a marketing perspective
• “Top Task” research partner w/Gerry McGovern
at Customer Carewords, Ltd, Dublin, Ireland
• 71 higher education clients since 2006
• “Your Higher Education Marketing Newsletter”…
3,600 subscribers
• @highedmarketing… 6,400+ Twitter followers
• “Higher Education Marketing” blog
• Symposium for the Marketing of Higher
Education… chair, 1994 to 2003
3. Bob Johnson Consulting, LLC ... @HighEdMarketing
This was real, but silly…
http://2d-code.co.uk/qr-code-airplane-banner/
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Not just 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 2012
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Marketers & “digital” in 2013…
http://www.imediaconnection.com/content/34878.asp
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Digital marketing is “Insanely complicated”
http://tiny.cc/71a6ew
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So are mobile marketing options…
http://read.bi/1aOp1lR
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THE GOOD NEWS…
Facebook & Google in constant
competition to allow better targeting…
“Guest Post: Facebook Is Now The Best Ad
Targeting Platform Around”… March 2013
• http://bit.ly/17MDYGL
•
9. Bob Johnson Consulting, LLC ... @HighEdMarketing
A “Big Data” solution…
http://rocketfuel.com/solutions/audience
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IMPORTANT STRATEGY
POINTS…
A definition…
And 6 points to craft a plan
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Today’s marketing strategy definition…
• “Marketing 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 advantage.”
• en.wikipedia.org/wiki/Marketing_strategy
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6 important strategy points…
#1
• Social media…
• Marketing and PR
can’t control the
message anymore
• Facebook still
dominates
• YouTube is second
#2
• Mobile…
• People are
connected
everywhere, all the
time
• Easy to share
opinions
• Different tasks on
different devices?
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Two more really big things…
#3
• Big Data…
#4
• Engagement
• “Big data” = the
• More people will
capacity to know
more about people
than ever before
• We can use it for
more precise
advertising
“like” and “follow”
than will actively
“engage”
• Not everybody
wants to “engage”
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And two more…
#5
• New technology
#6
• ROI
• No need to be first in
• Difficult to measure
everything,
especially if you
don’t know how the
“shiny object” fits in
your marketing plan
• Relax
the individual impact
of every step in a
marketing campaign
• But can measure
advertising response
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Marketing online for…
Brand awareness…
Direct response…
• We want people to know
• We want people who are
who we are today so that
tomorrow if they need
what we offer they will
include us in their choice.
• Does not require call to
action and landing page.
• Institution focused (often).
• Clicks on links optional.
ready (or nearly ready) to
make a purchase to start
today.
• Requires a call to action
and a landing page.
• Academic program focus
• Clicks on links mandatory.
16. Bob Johnson Consulting, LLC ... @HighEdMarketing
A (VERY) LITTLE
BACKGROUND
How we got started and where we
are today
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Smartphones enabled the revolution…
http://bit.ly/TlMtvN
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REASONABLE
EXPECTATIONS FOR
SOCIAL MEDIA
Pew Internet and American Life…
Forrester…
Noel-Levitz E-expectations
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Social media “experts” often insist…
• “A two-way conversation between marketers and
consumers is the whole point of social…
• “Anything less… is a reflection of outdated broadcaststyle thinking.”
• Consider an alternate reality
• Most people “follow” and “friend” brands to listen, not to
engage in a conversation.
• Numbers do count… the more listening the better.
• Reality makes “ROI” extremely challenging to measure
• What are all those “followers” and “friends” actually doing?
• When will they take a “desired action”?
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Top 10 social media sites, 10/6/12…
http://ex.pn/SV3o84
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Top 10 social media sites, 9/28/13…
http://ex.pn/SV3o84
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What do people do on social media?
http://empowered.forrester.com/tool_consumer.html
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Social media influence level for teens…
Noel-Levitz E-expectations survey, 2013
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2 important points re social media…
• Lifespan of a new item
• If something is
on Facebook, Twitter is
very short… just a few
minutes.
• Not everyone visits
social media every
day… even teens.
important, post it more
than once.
• On more than one day
if timing permits.
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ADVERTISING IN THE
DIGITAL WORLD
Where are your dollars going now?
Targeting for Facebook… and all else
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Evolution of digital advertising…
http://bit.ly/OWRzn3
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Desktop vs. mobile to 2017…
http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959
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Major players in mobile by revenue…
http://bit.ly/ZPnokB
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Social media ad increase…
http://bit.ly/12Ljb5p
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BIG DATA…
Friend, Foe or Marketing Fantasy?
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Where does Big Data come from?
http://slidesha.re/15THr6E
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Big data… a contrarian view
From The Guardian at http://bit.ly/15WGgy4
• "Big data is in danger of being
hijacked by the people who hijacked
terms like one-to-one marketing, and
customer relationship management
[CRM].
• “…tech companies who sold huge bits
of kit that became an enormous
project and then just ground to a halt.”
• Scott Logie, Direct Marketing Association chair
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Big data = Customer intelligence…
• Fact: few people object to ads that interest
them
• Opportunity: reduce mass advertising, focus
lead generation marketing to people who
might have an interest
• Conversion: with permission to speak, keep
content relevant to top tasks of people
receiving it
• Penalty: to much “brand speak” and people
will withdraw permission to speak or just
ignore you
• Reward: people will like your brand
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“Intelligent” is the key word here…
http://slidesha.re/15THr6E
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FACEBOOK
ADVERTISING…
The Facebook example…
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Facebook is today’s mass media…
• About 1% of people who follow major brands
actively “engage” with them… almost everyone
just listens. That’s OK.
• “People need to understand what Facebook can
do for a brand and what it can’t do. It doesn’t
really differ from mass media. It’s 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
This”
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Facebook on mobile…
http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959
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Facebook is simplifying ad options…
http://newsroom.fb.com/News/620/An-Update-on-Facebook-Ads
• Summer and Fall of 2013… from 27 to <13?
• “Our vision is that over time, an advertiser can come to
Facebook and tell us what they are trying to achieve,
and our ads tools will automatically suggest the right
combination of products to help them achieve it.”
• Goal: easier for non-professionals to plan,
place advertising
46. Bob Johnson Consulting, LLC ... @HighEdMarketing
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Pay for FB results 3 ways…
https://www.facebook.com/help/614797551881954
• Pay for views
• Pay for clicks
• Pay for actions (new in April)
• More from Inside Facebook at http://bit.ly/1448PZY
47. Bob Johnson Consulting, LLC ... @HighEdMarketing
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Power Editor… for multiple campaigns
https://www.facebook.com/help/569494776443033
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Starting your campaign…
https://www.facebook.com/ads/manage/campaigns/
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DIRECT RESPONSE
DISPLAY ADVERTISING
Focus advertising on specific
academic programs…
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Again, targeting is key…
http://www.24mas.com/
• Age
• Gender
• Location
• Behavior
• Time
• Handset
• And more…
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RETARGETED
ADVERTISING
Creepy to some, successful to others
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The retargeting trail…
http://area2oh3.com/have-you-been-retargeted/
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“Boosted” retargeting w/ “big data”…
http://rocketfuel.com/solutions/retargeting-booster
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“Boosted” retargeting results…
http://rocketfuel.com/resources/case-study/UCLA-Extension
Using these data points…
UCLA Extension results…
• “More conversions after
the first month of the
campaign than we did
during almost the entire
fall enrollment period
campaign – which is
usually the top performing
campaign of the year.”
• Genny Drennen, Fraser
Communications
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And the landing page…
http://bit.ly/GVtOsk
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Answer these 5 questions first…
http://bit.ly/TjUlOz
• Do you have an online marketing budget of at least a
•
•
•
•
$1,000 dollars per month?
Do you have at least a few thousand visitors to your
Website each month?
Do you sell a product or service with a long
consideration cycle or customer research process?
Are you concerned with continued branding for your
business online?
Do you have significant online competitors?
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Where will you be among 52 choices?
http://www.elearners.com/online-degrees/master/finance.htm
100. Bob Johnson Consulting, LLC ... @HighEdMarketing
FOR BEST ROI ON ANY
ADVERTISING
Attention to the Inquiry Form…
And a rapid first response time
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Just 4 items on this inquiry form…
http://www.stonybrook.edu/spd/highered.html
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The whole form on a single screen…
https://www.scps.nyu.edu/contactUs.htm
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A rare texting option…
http://online.gannon.edu/webform/request-more-information
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And for traditional students…
http://bit.ly/OqbqFY
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Extraordinary speed…
• “In 2000, “the first ads we wrote for Oracle were
about 7 seconds. If the consumer was online and
didn’t get the content that they wanted within 7
seconds, they’d 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 Association
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A verbal search future…
https://support.google.com/chrome/answer/1331723?hl=en
• In the mobile world, no
need to touch anything
• What words will your
visitors use?
• Must work better than
your “search” works
now
• “Top task” even more
important… know
“Taskwords”
108. Bob Johnson Consulting, LLC ... @HighEdMarketing
More video content…
http://www.startstorytelling.com/
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Google glass… still a marketing puzzle
http://bit.ly/1hRHbVP
For 2012 in New Orleans…
For 2013 in Boston…
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WRAPPING UP…
STRATEGY POINTS FOR
SUCCESS
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Digital strategy steps…
• First impression online is critical…
• Top tasks from customer viewpoint
• Abandon “marketing speak” content
• Big Data to craft targeted advertising
• Simple online inquiry forms boost ROI…
• Immediate inquiry response…
• Telephone, email, or texting
• Continuing response unless told to stop…
• New role for video story telling
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An underused strategy element…
• Academic program interest of potential
students as the starting place…
• Online advertising for individual programs
• Use academic program interest from first response
• Inquiry, application & finance options from every
academic program page
• Academic content written for students, not faculty and
their friends
• Social media plan for selected programs
• Video stories from students and faculty in academic
programs
114. Bob Johnson Consulting, LLC ... @HighEdMarketing
THANKS FOR BEING
HERE IN BOSTON!
Bob Johnson, Ph.D.
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com
@highedmarketing
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Can advertising as we knew it survive?
http://blogs.hbr.org/2013/08/advertisings-big-data-dilemma/
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Many places for ad $$$…, old & new
http://www.mediassociates.com/
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Academic research sources…
University of Maryland
Dartmouth College
http://www.rhsmith.umd.edu/digits/
http://www.tuck.dartmouth.edu/digital/
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Ehrenberg-Bass Institute…
http://www.marketingscience.info/
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Data-Driven Marketing Institute
http://thedma.org/ddmi/
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Pew Internet research projects…
http://www.pewinternet.org/
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Bing monthly advertising updates…
http://bit.ly/18Hqux6
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Big data in multi-channel marketing…
http://insightsone.com/
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Case Study: Cross device advertising…
http://bit.ly/19LSiLx
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Integrating Big Data…
http://www.bluekai.com/
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Social media strategy cheat sheet…
http://bit.ly/UVq4XC
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Social Media Examiner…
http://www.iwantmedia.com/index.html
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EXTRA NOTES ON
ADVERTISING…
Twitter…
LinkedIn
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TWITTER ADVERTISING
Open to anyone in the U.S. since
April 2013
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TWITTER SAYS…
“Our system rewards marketers for
being good, not for being loud.”
•
https://blog.twitter.com/2013/announcingtwitter-ads-api
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Twitter on mobile…
http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959
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Start here… pay only for followers
https://business.twitter.com/
start-advertising
Selection criteria include…
• Similar user names
• Interests
• Location
• Gender