Digital Investment Roadmap Webinar
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Presentation deck for CFO Magazine Webinar: Is Your Digital Investment Paying Off? It Should Be.
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Digital Investment Roadmap Webinar
- 1. IS YOUR DIGITAL INVESTMENT PAYING OFF? It should be. Understand and drive value from digital investments interactive technology solutions
- 2. Introduction Speakers Brian Bolton, SVP of Marketing Mike Matteo, SVP & General Manager Bridgeline Digital Bridgeline Digital » 781.497.3013 » 212.201.5629 » bbolton@blinedigital.com » mmatteo@blinedigital.com » Twitter.com/Bridgeline » Facebook.com/BridgelineDigital interactive technology solutions
- 3. Who is Bridgeline Digital Developer of the award-winning iAPPS Web Engagement Management Platform and Interactive Technology Solutions We’re passionate about helping organizations drive digital Marketing and Operational success » Over 600 happy customers – their repeat business makes up over 60% of our annual revenues » In 2012 – Deloitte recognizes Bridgeline Digital as one of the Fastest 500 growing companies in North America » iAPPS enjoys a 99% retention rate Expanding Market Presence » Over 220 dedicated employees across and expanding geographic presence interactive technology solutions
- 4. How We Build Customer Success We develop solutions that help our customers achieve their key initiatives by leveraging web technologies interactive technology solutions
- 5. Hundreds of Customers Rely on Bridgeline & iAPPS interactive technology solutions 5
- 6. Where should you spend your ad dollars? The ability to measure gives digital an edge interactive technology solutions
- 7. Traditional vs. Digital Investment The landscape of marketing spend is shifting rapidly interactive technology solutions
- 8. Your Spend is Going Digital – Ready or Not Digital is being embraced by marketers at a rate that surpasses most traditional channels Source: The 2012 BRITE/NYAMA Marketing in Transition Study by Columbia Business School interactive technology solutions
- 9. Poll Question How do you evaluate your companies marketing investment? A. Brand Awareness studies B. Overall company results (growth) C. Specific ROI D. % Marketing Spend against Revenue E. None of the Above F. All of the Above interactive technology solutions
- 10. It’s an Entirely New Vocabulary for CFOs Sometimes reading reports on marketing campaigns makes you feel like you need a translator….or at least a phrasebook! interactive technology solutions
- 11. Big Data What do you know about your site visitors? The more you know, the more targeted the campaign increasing likelihood for conversion. Site Behavior Referrer Data • Customer or prospect • Referring site • New or return visitor • Direct traffic • Visit pattern / content accessed • Organic search • Products viewed • Pay Per Click • Purchases made • Campaign • Search history • Campaign activity Environment Timing • IP address • Day of week • Country • Time of day • Operating system • Last visit • Browser type • How often • Screen resolution interactive technology solutions
- 12. Roadmap to RODI Return on Digital Investment can be reached by following a proven path interactive technology solutions
- 13. Define Success If you don’t understand what you’re trying to achieve, you’ll never reach your objective Make sure there are defined objectives • eg., Customer Acquisition Set Specific Goals • eg., Lead Generation, Traffic Expansion, Improved Engagement Value Each Goal interactive technology solutions
- 14. Understand Channels and Measurements The number of marketing channels has grown increasingly fragmented in the age of digital interactive technology solutions
- 15. Digital ROI Funnel To drive your digital ROI, be sure your web funnel is converting consistently. Attract – visitors with strong campaigns in specific channels Message – visitors and continue to build their profile Engage – with strong, alluring design, and targeted messaging/content Convert – with strong calls-to-action Assess – The funnel is never finished. interactive technology solutions
- 16. Understand Channels and Measurements Different channels require different measures interactive technology solutions
- 17. Put an Analytical Framework in place What gets measured gets done; What gets measured and fed back gets done well; What gets rewarded gets repeated Select right tools to guide your Digital Investment • Integrated Analytics, CRM, Marketing Automation Make sure your tools are aligned with your goals • Lead Generation, Traffic Expansion, Improved Engagement Drive top down adoption • Standardize across the enterprise • Implement a reward system, align with goals interactive technology solutions
- 18. Poll Question Does your company use an integrated solution for measuring digital effectiveness? A. Yes B. No C. I am not sure interactive technology solutions
- 19. Interpret Results and Take Action interactive technology solutions
- 20. Interpret Results interactive technology solutions
- 21. Interpret Results IAPPS ANALYTICS SCREEN SHOT SERIES interactive technology solutions
- 22. Case Study: Large Appliance Manufacturer Objective Analytics Increase online sales • Organic search up more than 50% Goals • Unique keywords traffic up by 90% • Increase organic search traffic • Overall site visits up by 113% • Optimize Pay-Per-Click Spending • Pageviews up by 11% • Improve on site engagement & conversion • Bounce rates down by 6% • Engage potential customers with targeted emails Results Conversion rate (% of visitors that purchased) increased by more than 30%. ROI in excess of 1000% interactive technology solutions
Hinweis der Redaktion
- Thank you for allowing me to introduce to you Bridgeline. This is a brief introductory presentation, that has about a dozen slides and shouldn’t take more then 10-12 minutes; then I am anxious to learn more about your web based initiatives and requirements.
- As mentioned earlier, Bridgeline has over 400 quality customers. Many of Customers are some of the most recognized brands in the world. We have developed hundreds of Mission Critical Websites or eCommerce web stores with complex content management and eCommerce requirements. What does this mean to you? It means that we can bring this experience, depth, and successful track record to your organization.
- Achieving return on investments in digital channels is essential.Not only do they promise significant growth, they also present reduced costs – across the board. The importance of a strong return at these levels put marketing dollars on the front line.Part of the beauty of online marketing is that it’s so easily – and completely – trackable. You should have very little trouble proving your ROI, right?
- Achieving return on investments in digital channels is essential.Not only do they promise significant growth, they also present reduced costs – across the board. The importance of a strong return at these levels put marketing dollars on the front line.Part of the beauty of online marketing is that it’s so easily – and completely – trackable. You should have very little trouble proving your ROI, right?
- So its no secret that we are going digital.Columbia Study: 253 corporate marketing decision makers, director-level and above, were surveyed onlinebetween January 27 and February 8, 2012. These professionals are employed at large companies(90% have a global annual revenue of over $50 million; 45% are over $1 billion). Respondentswere from diverse industries: 42% were from companies that were primarily business-to-business(b2b), 28% primarily business-to-consumer (b2c), and 30% a combination of b2b and b2c.Besides the confirmation of digital transformation…some other key findings are.91% of senior corporate marketers believe that successful brands use customer datato drive marketing decisions• Yet, 39% say their own company’s data is collected too in frequently or not real-time enough• And 51% say that a lack of sharing customer data within their own organizationis a barrier to effectively measuring their marketing ROI• Large firms are much less likely to collect new forms of digital data like mobile data(19%), than they are to collect traditional customer survey data such as on demographics(74%) and attitude (54%)• 85% of large corporations are now using social network accounts (e.g. brand accounts onFacebook, Twitter, Google+, Foursquare) as a marketing tool• 65% of marketers said that comparing the effectiveness of marketing across differentdigital media is “a major challenge” for their business• 37% of respondents did not include any mention of financial outcomes when askedto define what “marketing ROI” meant for their own organization• 57% are not basing their marketing budgets on any ROI analysis• 22% are using brand awareness as their sole measure to evaluate their marketing spend
- What are you measuring? Do you even know?Most CFOs aren’t asking for the right results – because they don’t know how. Traditional metrics no longer apply.Now reports come back with words like “trending,” “re-tweets,” “likes,” “influencers” and “daily reach”, “traffic,” “click-throughs,” etc., etc.
- What to Measure: - What are your goals? Identify what you hope to achieve – more leads, higher conversion rate, more click-throughs, more “likes,” increased traffic? - Which strategies make the most sense? Identify the most effective channels – email, PPC, SEO, Social?How to measure it: - How will you capture results? Digital marketing is extremely reportable – but can be overwhelming. - Identify specific results, within specific ranges: number of new leads per month, number of “likes” per weekWhere it fits in: - keep results in perspective – what is a lead’s value? Is a “like” as important, as effective? - Where does one result fit in your overall strategy?are just the tip of an iceberg that makes the prospect of finding accurate, sensible proof of ROI more daunting than ever before.
- Goals – constant modification and creativity increases chances of ROI Identify opportunities for both long tail and short-term Sharpen targeting with every campaign by adjusting goals Increase relevance comes from sharper targetingStrategy – Broad, but consistent, comprehensive Keep anintegrated perspective – marketing tends to create silos Use all relevant channels Audit campaigns to find actionable recommendations for improvement
- pay constant attention to the funnel process: Attract, Engage, Convert, and then Assess. And then start over…. Attract – iAPPS Content Manager can help you attract a constant stream of visitors, the first step in the funneling process, with strong built-for-SEO features.Engage – You’ve got about 5 seconds to hook, before your visitors are off to search. iAPPS makes constantly engaging sites easyConvert – from lead to customer, and eventually to advocate..Assess – Once you’ve found a method that works, assess, audit, see where you can improve.
- There are more metrics than you think - to make your funnels optimal, you need to know what to look for. SEO: Traffic, Time on site, CPC - Traffic = Attract: Who’s on your site, and how often do they visit, how long do they stay?? Analytics tell you how you’re doing – but be patient - Time on Site = Engage – How long your visitors remain (<5 seconds to engage) - CPCs – Cost Per Conversion in dollars used for digital campaignsSOCIAL: “Likes,” Followers, Reach - Likes = Attract: How does the social network see you? - Followers = Engage: People who follow respect your brand - Influence = Convert: These people are now advocates for you – and will recommend you to others
- Multiple Channels:Identify benchmarks for each Audit responses to each Sharpen targeting Re-audit RepeatBe Creative:Take risks with new ideas Develop new, daring campaign goals Target unfamiliar sectorsNever Rest! Watch for distractions Keep campaigns moving Add new campaigns
- In Analyzer:Create campaigns Input goals and benchmarksExecuteMeasure resultsApply recommended adjustments
- In Analyzer:Create campaigns Input goals and benchmarksExecuteMeasure resultsApply recommended adjustments
- In Analyzer:Create campaigns Input goals and benchmarksExecuteMeasure resultsApply recommended adjustments
- The site for this major supplier of mobility solutions – launched in Feb. 2011 – experienced direct results from following recommended digital strategy campaigns over 2 years’ time – increasing in visits from under 10,000 to well over 15,000, with consistent upward movement (and it’s still increasing): worked to enhance SEO/ increase conversions (sales of mobility vehicles) in 10/10; Optimized keyword concept targeting and user experience Redesigned the site to enhance funnels Improved content strategy Executed targeted email marketing campaignsResults, as of June, 2012: Organic search visits have risen more than 50%; Unique keywords delivering traffic has grown by 90%; Overall site visits have gone up by 113%; Pageviews per visit rose by 11%; Bounce rates decreased by 6% Total conversion rates increased by more than 30%This company completely reworked their digital strategies and are seeing consistent return on their digital investment.