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The Changing Face of Digital Marketing

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The Changing Face of Digital Marketing

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This seminar featured speakers for Top Floor and Google talking about how the digital marketing landscape has changed -- and how leading marketers are evolving their approach.

This seminar featured speakers for Top Floor and Google talking about how the digital marketing landscape has changed -- and how leading marketers are evolving their approach.

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The Changing Face of Digital Marketing

  1. 1. Confidential + ProprietaryConfidential + Proprietary B2B Digital Marketing Trends with Top Floor
  2. 2. Confidential + ProprietaryConfidential + Proprietary for B2B buyers, 2016 is the year of “more” 3
  3. 3. Confidential + Proprietary 4 of B2B buyers are utilizing more info sources 82% 80% 43% Source: Demand Gen Report, “2015 B2B Buyer’s Survey Report,” June 2015. Compared to 2014. are spending more time researching are reporting more decision makers are involved
  4. 4. Confidential + Proprietary 5 Brand discovery has changed. 1 Deeper research has adapted for mobile
  5. 5. Confidential + Proprietary What the buying process looked like 10 years ago… 6 Attention x Interaction with Sales > > > Desire ActionInterest
  6. 6. Confidential + Proprietary What the buying process looks like today... 7 Purchase Evaluation Consideration Awareness Advocacy
  7. 7. Confidential + Proprietary 8 B2B buyers are now are using 10+ touch points on the path to purchase Source: Motista and Google, From Promotion to Emotion, 2013
  8. 8. Confidential + Proprietary 9 9 out of 10 B2B buyers are using digital throughout their path to purchase Source: Motista and Google, From Promotion to Emotion, 2013 90% 78% 47% 43% search engines OEM websites social networking video sharing sites
  9. 9. Confidential + Proprietary 10 Deeper research has adapted for mobile 2
  10. 10. Confidential + Proprietary We live in a multi-screen world 11 82% multi-screen
  11. 11. Confidential + Proprietary St. Peter’s Square 12
  12. 12. Confidential + Proprietary 13 A moment we reflexively turn to a device to act on a need we have in that moment – to learn, discover, find or buy something. Intent-rich moment when decisions are being made and preferences are being shaped. mi·cro-mo·ment /ˈmīkrō/ /ˈmōmənt/ noun; plural noun: Micro-Moments
  13. 13. Confidential + Proprietary 14 Check work email while shopping on the weekend 11:15am On the bus, read about changes in the tech industry 8:42am Use flashlight app to read menu at dinner 7:39pm At train, listen to new music playlist 8:30am At work, check Fuji Rock tickets 11:36amOn train, check email on the way home 5:29pm Browse 9 to 5 work attire on YouTube 7:15pm Wake up and check today’s weather 6:50am At lunch, play Scrabble while waiting in line 1:33pm Use maps to get directions to client site for meeting 1:13pm 150X per day
  14. 14. Confidential + Proprietary Succeeding in a micro-moment world 15 Be There Be Useful Be Quick Connect the Dots
  15. 15. Confidential + Proprietary Showing up gets you in the game, not just seen 16 You get a shot at your competitor's customers Many consumers aren’t brand committed Being there drives brand awareness Showing up in mobile search ad results can increase unaided brand awareness by an impressive 6.9 percentage points, or 46% of smartphone users have discovered a new company or product when conducting a search on their smartphones smartphone users have purchased from a company or brand other than the one they were seeking because of information provided in the moment they needed it
  16. 16. Confidential + Proprietary Without utility, buyers will move on 17 of buyers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand of smartphone users have bought from a brand other than their intended one because the information provided was useful of smartphone users say they're more likely to buy from companies who customize mobile information to their location
  17. 17. Confidential + Proprietary If speed thrills, friction kills 18 of smartphone users will immediately switch to another site or app if it’s too clumsy or slow of customers will abandon a site that takes over 3 seconds to load Dissatisfied visitors will never return to a website where problems have occurred
  18. 18. Confidential + Proprietary Micro-moments have fragmented the consumer journey 19 of consumers do research before entering a store of people say they use multiple screens for everyday activities, such as booking a hotel or shopping for electronics of smartphone users turn to their devices to help them make a product decision when in stores Digital drives people in store Mobile is the new shopping assistant People search across screens
  19. 19. Confidential + Proprietary 20 Video has the power to influence. 3
  20. 20. Confidential + Proprietary TV audiences are fragmenting TV doesn’t command the audience it once did 21 1995 2005 2015 Today, it takes 8 more spots to deliver the reach of one spot, 20 years ago Avg American has 28 Channels Digital Passes TV as the #1 Medium Avg Viewer has 168 Channels Top Rated: Seinfeld 20.6 Top Rated: American Idol 20.6 Top Rated: Sunday Night Football 12.8 Nielsen and Simulmedia
  21. 21. Confidential + Proprietary Time online now exceeds TV Americans spend over 6.5 hours with laptops, tablets and phones 22 1995 2005 2015 The time Americans spend with digital has grown quickly while time spent with TV is flat. Avg. American spends 0 hrs a day with digital Digital Passes TV as the #1 Medium* Avg. American spends 6.5+ hrs a day with digital “Television plus digital scores much better in resonance than two TV or two digital ads.” - Randall Beard, Global Head of Advertisers Solutions, Nielsen Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers
  22. 22. Confidential + ProprietaryConfidential + Proprietary 76% 23 of B2B buyers are watching video on their path to purchase 2.2Mbusiness orientated searches / week on YouTube
  23. 23. Confidential + Proprietary What’s on YouTube? 24 case studiesproduct information/ tutorials thought leadership
  24. 24. Confidential + Proprietary 25 Brand discovery has changed. 1 2 3 Deeper research has adapted for mobile Video has the power to influence.
  25. 25. Confidential + Proprietary 26 2009 2015 1.5B Internet users 3.2B 300M Facebook users 1.6B $200M B2B ecommerce $1T 100M YouTube users per month 1B+ 2.5M Tweets per day 500M 0 Pinterest unique users 100M All figures global Everything is accelerating: life online
  26. 26. Confidential + Proprietary 27 Wallet 1.5M Activations/day 1/3 of Android devices >1B Devices 425M+ Active users 500M users1B+ Active users 100B searches/month >1B people visit/month >50B Apps downloaded Google’s reach on various digital platforms
  27. 27. Confidential + Proprietary 28 If anyone is sleeping around you, please poke them and tell them they won a prize! Just kidding. We’re Google, not Oprah. CONGRATS -- YOU MADE IT!
  28. 28. Time Topic 8:30 Arrival & Introductions 8:45 Digital Marketing Trends Michael Hose, Google 9:45 Break 10:00 The Top 5 Ways to Improve Your Digital Program Justin Kerley, Top Floor 11:00 Break 11:15 Moderated Panel Q&A: Experts with background in SEO, PPC, Content Marketing, Social Media, and more.
  29. 29. 5 Ways to Improve Your Digital Program Justin Kerley @KerleyJ
  30. 30. A digital program means something different to everyone
  31. 31. It’s that way for a reason! There is no one-size-fits-all approach
  32. 32. The truth is, there’s no magic bullet, a bag of tricks is only going to get you so far
  33. 33. So I can’t come up with 5 ways to improve your digital program without sounding like I’m selling snake oil
  34. 34. Users are trying to solve a problem
  35. 35. Real-World Example
  36. 36. As people continue to search for answers to their problems, they look to others like them
  37. 37. Case studies, blog posts and testimonials are a great way to show how you’ve made your customers’ lives/businesses better
  38. 38. Real-World Example
  39. 39. Real-World Example
  40. 40. • Real World Example – Line/Shape/Space
  41. 41. Understand your audience – stop thinking about how you can sell your products to them, start thinking about what problems they have and what they might be interested in
  42. 42. Real World Example
  43. 43. When you look around at your competitive landscape, chances are you see a lot of the same things
  44. 44. How are you going to differentiate yourself from the field?
  45. 45. Real World Example
  46. 46. Real World Example
  47. 47. Source: The Marketing Blender
  48. 48. The deluge of content that can come with giving up your contact information, may cause users to hesitate
  49. 49. Source: The Marketing Blender
  50. 50. All is not lost, if you’re going to contact a prospect/customer via e-mail, speak to them as if they are an audience of one
  51. 51. Real World Example Entire List Blast: Open Rate = 18%, Click Rate = 14%, Unsubscribe = 0.31%
  52. 52. Real World Example Personalized E-mails: Open Rate = 33%, Click Rate = 21%, Unsubscribe = 0.21%
  53. 53. Remarketing is chance for you to re-engage with a past visitor with relevant ad creative
  54. 54. General remarketing ads are very effective, but tying a user’s behavior on your site to specific messaging increases that impact
  55. 55. Real World Example • Remarketing as a whole has a cost/conversion of $23.88 compared to $76.47 for all other campaigns • 100% of conversions from remarketing came from specific audience ad groups
  56. 56. Source: FormStack
  57. 57. This boils down to three major issues – quality of data collected, attribution and understanding the value of a lead
  58. 58. What about phone calls? How are you tracking those leads?
  59. 59. Call tracking software can help attribute the source of those calls
  60. 60. Real World Example Form submissions from search accounted for 175 leads over a 30 day period. When adding in calls from AdWords click-to-call and calls from our call tracking software, leads generated by search increased to 391 over the last 30 days
  61. 61. Real World Example Form submissions from search accounted for 28 leads over a 30 day period. When adding in calls from AdWords click-to-call and calls from our call tracking software, leads generated by search increased to 114 over the last 30 days
  62. 62. In a multi-screen world or if the buying process may require multiple touch points prior to a sale – how do you attribute what generated your lead?
  63. 63. The reality is it’s somewhere in the middle
  64. 64. You need to know the sales close rate for leads and the average sale price (preferably the lifetime customer value)
  65. 65. Tying it all together When setting up a goal – you can add the value of that goal completion
  66. 66. Various reports will then help further define the value of a marketing channel
  67. 67. Or the value of a specific page on site
  68. 68. Track the progress of the various channels of your plan and do more of what’s working and do less of what’s not
  69. 69. Real World Example To promote bariatric surgery, first step is to get users to signup for a seminar that covers the process and what they need to commit to
  70. 70. Real World Example A landing page was created that featured an introductory video, testimonials and FAQ. The call-to-action featured registration for two available dates
  71. 71. Real World Example A landing page was created that featured an introductory video, testimonials and FAQ. The call-to-action featured registration for two available dates. Ads were run on AdWords, Bing and Facebook
  72. 72. Real World Example After the first seminar date past, we increased the budget for the Facebook campaign
  73. 73. Thank you
  74. 74. Time Topic 8:30 Arrival & Introductions 8:45 Digital Marketing Trends Michael Hose, Google 9:45 Break 10:00 The Top 5 Ways to Improve Your Digital Program Justin Kerley, Top Floor 11:00 Break 11:15 Moderated Panel Q&A: Experts with background in SEO, PPC, Content Marketing, Social Media, and more.
  75. 75. • Eric Clark, Digital Marketing Consultant at Top Floor • Michael Hose, Google • Justin Kerley, Director of Search Marketing at Top Floor • Steven Bauer, PPC Team Lead at Top Floor • Sarah Kloth, Social Media Product Manager & SEO Team Lead at Top Floor

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