Digital Marketing Strategy: Planning for Present & Future Success

Bob Johnson Consulting, LLC 1

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


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


Strategy defined…

• “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


CAVEATS TO BEGIN…
Perils and Pitfalls


This is silly, but real…


6 strategy points to start…
#1 #2
• Social media… • Mobile…
• Marketing and PR • A new imperative for
can’t control the content brevity to
message anymore focus on audience
top tasks


Two more points…
#3 #4
• Privacy… • Engagement
• “Big data” means • Most people will
more ability to profile “like” and “follow”
people than ever but not actively
before “engage” and
“share”


And two more…
#5 #6
• New technology • ROI
• No need to be first in • Difficult to measure
everything, the individual impact
especially if you of every step in a
don’t know where it marketing campaign
fits in your marketing
campaign


2 points to carry in our kit bag…
• Is anything important forever… even Facebook?
• AOL
• MySpace
• Friendster
• GeoCities
• Google Wave

• People are still people…
• People like to talk to real people… sometimes
• People like getting information that interests them
• People who are online have very little patience


A LITTLE BACKGROUND
How we got started and where we
are today


Smartphones enabled the mobile era…
http://www.pewinternet.org/Infographics/2011/Smartphones.aspx


Now tablets are expanding it…


New options keep luring us…


Marketers can fall too quickly in love…
• QR codes
• Only 5% of U.S.
smartphone owners
used them in last
quarter of 2011
• Mostly young men
• Why so few?
• Too many code readers
• Placed in weird places
• Links to regular websites
• Even if “mobile-friendly,”
no benefit to the user


WHAT RESEARCH TELLS
US ABOUT SOCIAL MEDIA
Forrester Research…
Pew Internet and American Life


Top 10 social media sites, 3/17/12…
http://www.experian.com/hitwise/online-trends-social-media.html

Facebook
YouTube
Twitter
Pinterest
Yahoo Answers
LindedIn
Tagged
Google+
MySpace
Yelp

0 10 20 30 40 50 60 70


Adult activity on social media, all ages…
http://empowered.forrester.com/tool_consumer.html

Inactives

Spectators

Joiners

Collectors

Critics

Creators

0% 10% 20% 30% 40% 50% 60% 70% 80%


Daily use of social media… Feb 2012
http://bit.ly/H7y1nS

• 62% for Teens, 12 -17
• 62% for Millennials, 18 - 34
• 56% for GenEx, 35 - 46
• Less than 50% for everyone else

• Important to remember: Lifespan of a new item
on Facebook, Twitter is very short
• If something is important, post it more than once


FACEBOOK… THE DIGITAL
GIANT WE CAN’T IGNORE
Marketers fly to Facebook like moths
to a flame… and some get burned


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 broadcast-
style thinking.”
• Consider an alternate reality
• Most people “follow” and “friend” brands to listen, not to
engage in a conversation.
• Numbers do count… the more “spectators” 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”?


Key point about Facebook…
• 901 million members in
April, 2012…
• 526 million daily users…
• Most people who use FB will
never care about your brand


Facebook as today’s mass media…
• “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”


Burning on the Facebook flame…
• “Eager 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, Nordstrom…
• “Now 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 facebook.com; and 2) the Facebook
apps tend to work more slowly.”
• “Why are brands shutting their Facebook stores?” at
http://on.mash.to/wIhTXQ


But Facebook can move people…
• “Facebook has become an important traffic driver
to retailers’ websites.
• “For instance, 1.9% of traffic to Burberry’s 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.


This combo works for Burberry…


More than one Facebook site?
National Geographic…………………University of Virginia


CONTENT STRATEGY
In a nutshell…


Inside the nutshell…
• 75 percent of the content on your website is
garbage.
• Identify and remove it to thrive in a mobile
world… focus on top tasks
• Example: University of Richmond
eliminated about 50 percent of overall web
content
• About 75 percent of admissions and financial
aid content


ADVERTISING IN THE
DIGITAL WORLD
Where are your dollars going now?
Targeting for Facebook… and all else


Lots of possibilities…, old & new
http://mediassociates.com/advertising/internet.php#


Is Facebook a place for advertising?
• The best place for advertising?
• FB click through on ads is “well below” industry average
• But FB is huge…
• People spent 18% of their online time on FB in 2011
• Up from 8% in 2010
• More time on FB = less opportunity to engage elsewhere
• FB advertising can be successful just because so many
people spend so much time there that a high click
through rate isn’t always necessary
• “Why Facebook is becoming the media world’s black hole,” Simon
Dumenco, 3 October 2011


Advertising on Facebook…


Sorting the people on FB…


Controlling the cost to experiment…


Of course, track the results…


DIRECT RESPONSE
ADVERTISING ONLINE
Matching programs with ad
placement


Again, targeting is key…
http://www.24mas.com/

• Age
• Gender
• Location
• Behavior
• Time
• Handset
• And more…


Direct response… program ad
matches placement


Leads to a proper landing page…


And a social media connection…


Simple, clean, quick email response…


RETARGETED
ADVERTISING
Creepy to some, successful to others


It might start with a search…


REJ on a automobile forum…


REJ on Flyertalk…


REJ on the Washington Post…
http://wapo.st/HfuLaY


Retargeting specialists…
http://www.adroll.com/


GROUP ADVERTISING
“Lead gen” for more leads at less
cost w/ 3rd party screening


“Online masters degree finance”...


Where will you be among 55 choices?
http://www.elearners.com/online-degrees/master/finance.htm


Selection: 60 bachelor’s degrees…


FOR BEST ROI ON ANY
ADVERTISING
Attention to the Inquiry Form…
And the first response time


Simple, clean, quick…
https://www.scps.nyu.edu/contactUs.htm


Immediate & continuing response…


BEWARE THE DEVIL’S
DETAILS…
Bad experiences kill brands


Focused online advertising is good…


But not a good follow through…
http://bit.ly/HghsZh

• Don’t drop people into
a regular web page
• Be direct in asking for
a response…
• “If 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.”


Content isn’t king if you can’t read it…
http://www.bu.edu/ar/2010/research/


Mobile visitors to mobile friendly sites…
Mobile friendly Not mobile friendly


Tablet users have high expectations…
http://bit.ly/HUPxPj (March 2012 research)


That are not being met now…


WHAT TO EXPECT FOR
2015… AND BEYOND
(1) “Big Data”
(2) Speed
(3) Video


(1) “Big data” and marketing…
• Early days in 2012…
• Demand for data analysts will grow… and grow
• May compete for resources with “brand”
advertising to large audiences
• Super Bowl marketing… an example of “brand
awareness”
• Driving 21st century direct response marketing
• Google, Facebook, Amazon… Big Data players


Benefit from a privacy decline…
• Google, Facebook = end of privacy online
• Marketers will know more & more about individuals online
• Fact: people do not object to ads on things that interest
them
• Opportunity: skip mass advertising, focus lead generation
marketing to people you know might have an interest
• Conversion: with permission to speak, keep the content
relevant to interests of the people receiving it
• Penalty: to much “brand speak” and people will withdraw
permission to speak to them


“Big data”… to tell a “clear story”
http://www.factual.com/ http://www.clearstorydata.com/


(2) Plan for 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


A verbal future… no nav, no search
http://www.nuance.com/

• In the mobile world, no
need to touch anything
• What words will your
visitors use?
• Must work better than
your “search” works
now
• “Top tasks” even more
important… know
“Task words”


(3) Best of 30 “2015” predictions… Video
• ”Video 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, I’m talking about iPads and e-readers.”
• Rebecca Lieb, “Expert Predictions for Content Marketing 2015,”
http://bit.ly/Ht8gxN


Invest in… Social Video
http://bit.ly/Hhybvj
• “Create video content that
taps
into psychological triggers,
which drive people’s
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, http://bit.ly/HnVBfp


Humorous works best…
http://jungroup.com/infographic2011/


15 seconds gets best response…


Women are most likely responders…


Video leads to your Facebook page…


STRATEGY POINTS FOR
ENROLLMENT SUCCESS…


Digital marketing… “Insanely complicated”
http://tiny.cc/71a6ew


Key recruitment requirements…
• Critical first impression online…
• Data to craft targeted advertising…
• Simple online inquiry forms…
• Immediate inquiry response…
• Telephone, email, or texting
• Continuing response unless told to stop…


Content priority… Students decide
• Academic program list
• Net cost calculator
• Dates and deadline calendar
• Academic program details
• Application process summary
• Online application form
• Noel-Levitz, Mobile Expectations survey, 2012


Most underused strategy element…
• Academic program interest of the potential
student for competitive advantage
• Online advertising for individual programs
• Social media plan for selected programs
• Inquiry and application options from every
academic program page… website & social
• Use academic program interest from first response
• Contact with students and faculty in academic
programs of interest
• Academic content written for students, not faculty
and their friends


DIGITAL MARKETING
RESOURCES


Pew Internet research projects…
http://www.pewinternet.org/


“I Want Media” daily newsletter…
http://www.iwantmedia.com/index.html


Social Media Examiner…
http://www.socialmediaexaminer.com/


Academic research sources…
University of Maryland Dartmouth College
http://www.rhsmith.umd.edu/digits/ http://www.tuck.dartmouth.edu/digital/


Integrating digital channels…An example
http://www.sitecore.net/Products/Digital-Marketing-System.aspx


Big data in marketing campaigns…
http://www.insightsone.com/


THANKS FOR BEING
HERE IN CHICAGO!
Bob Johnson, Ph.D.
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com

Digital Marketing Strategy: Planning for Present & Future Success

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