Presented at Procurecon for Digital and Marketing Services, Nov 12, 2012. Designed to help marketing procurement professionals understand the basics of digital marketing, social media marketing and mobile marketing.

1. Building Up Your
Category Expertise
Nov 12, 2012

3. The
Digital
Marke.ng
Ecosystem
Devices,
Pla,orms,
Channels
117
mm
38%
of
US
Digital
25%
of
US
adults
households
have
a
mobile
ubiquity
own
a
tablet
connected
device
internet
visitors
3

5. THE
FIRST
PROCUREMENT
FILTER
TO
DIGITAL
MARKETING
IS
…

6. Building
Digital
Buying
Managing
Genera.ng
Experiences
Media
Rela.onships
Insights

7. Building
Digital
Buying
Experiences
Media
Websites
Performance
Media
Web
Applica.ons
Email
Mobile
Websites
Display
Apps
Video
Crea.ve
Mobile
Content
Social
SEO

8. Managing
Genera.ng
Rela.onships
Insights
Email
Market
Research
SMS
Analy.cs
Social
Media
ABribu.on
Blogs
Data
Management
Loyalty
Modeling
Advocacy
Business
Intelligence

9. Providing
Effec.ve
Digital
Experiences
Expanding
Baselines
Front
End
Design
Systems
Integra.on
Back
End
Development
eCommerce
Content
Management
Applica.ons

10. The
New
Media
Ecosystem
Integra.on
Amplifica.on
Paid
Media
Owned
Media
Earned
Media
Search
Websites
Shared
Content
Display
Major
Social
PlaLorms
Social
Posts
Video
Social
Communi.es
3rd
Party
Communi.es
Email
Blogs
PR
/
Media
Coverage
Social
Ads
Email/SMS
In-­‐Store
Tradi.onal
Media
PR
/
Media
Coverage
Catalogs
10

11. Polariza.on
of
Digital
Marke.ng
Trends

12. Dimensions
of
Direct
Response
12

13. Polariza.on
of
Digital
Marke.ng
Trends

14. Dimensions
of
Digital
Branding
14

15. Media,
Marke.ng,
&
Technology
Are
Merging
Consumer
Centric
Data
Driven
Cross
Disciplinary

16. Agencies
Recognized
The
Need
to
Evolve
Changing
Consumer
Behavior
Increase
Demand
For
Accountability
Increased
Complexity
Improved
Data
Accessibility

17. Agencies
Evolve
Into
“The
Agency
of
the
Future”
Embrace
New
Disciplines
Data,
Math
Capabili.es
Emphasis
on
Strategy
and
Solu.ons
Cross-­‐Channel
Integra.on
New
Compensa.on
Structures

18. The
Agency
of
The
Future
Services
(Crea.ve,
Media,
PR)
Agency
Technology
of
the
Business
&
Data
Future
Intelligence
Strategy

19. UNDERSTANDING
DIGITAL
MARKETING

20. Crea.ng
Demand
vs
Harnessing
Demand
Direct
Response
Branding
Visibility
Brand
Equity
Discoverability
Amplifica.on
Performance-­‐
Marke.ng
Marke.ng
20

21. Digital
Media
Hierarchy
Create
Brand
Demand
Mobile
Engagement
Channels
Content
Marke.ng
Social
Media
Online
Video
Display
Retarge.ng
SEO
CRM
Harness
Direct
Demand
Search,
Affiliate,
CSE
Response
Channels

22. Marketers
Are
Responsible
For
Seng
Realis.c
and
Informed
Objec.ves
Hope
and
Aspira-on
is
Not
a
Strategy

23. Importance
of
KPI’s
“You
Cannot
Manage
What
You
Do
Not
Measure”

24. Importance
of
KPI’s
Must
Be
Aligned
With
Objec.ves
Basis
of
Investment
Decisions
Func.onalizes
Op.miza.on

25. Mul.ple
Dimensions
of
Digital
Measurement
Behavioral
Atudinal
Econometric
• Engagement
• Awareness
• In-­‐Market
Sales
Metrics
• Response
• Favorability
• Comparison
to
Other
• Purchase
• Purchase
Intent
Marke.ng
Channels
• Social
Ac.ons
Cost
Scale
Time

27. However,
We
Should
Leverage
The
Unique
A`ributes
Contextual
Targe.ng
&
Engagement,
Community,
Accountability
Relevancy
Addressability
Interac.vity
Sharing
&
Discovery
27

28. MOBILE
MARKETING

29. Harnessing
“Mobility”
Leveraging
Unique
A`ributes
of
Mobile
Devices
U.lity
Entertainment
Enhancing
Consumer’s
Lives
Experien.al
Value

30. Loca.on
Based
Opportuni.es

31. Mobile
Websites
Must
Provide
an
Op.mized,
Streamlined
Experience
Several
Approaches

32. SMS
(Text
Messaging)
Rela.onship
Marke.ng
Integrates
Well
With
Other
Media
Permission
Based

33. Mobile
Apps
Na.ve
to
iOS,
Android
(and
now
Windows)
U.lize
Device
Features
Available
in
App
Stores
Must
Provide
Ongoing
Value

34. Mobile
Apps

35. QR
Codes
Not
Adopted
By
the
Mass
Market
Simple
Connec.on
To
The
Digital
World
To
Be
Supplanted
By
NFC

36. Augmented
Reality
Superimposes
Data
or
Graphics
Over
The
“Real
World”

37. SOCIAL
MEDIA
MARKETING

38. Social
Media
is
an
Org
Challenge
First
Requires
a
Cultural
Integra>on
Product
PR
Development
Customer
Research
Service
CRM
Sales
SOCIAL
Adver.sing
Legal
MEDIA

39. Blending
Owned,
Earned
and
Paid
Media
Community
Management
Engagement
Social
Media
Campaigns
Loyalty
Social
Media
Adver.sing
Advocacy
Social
Listening,
Insights

40. The
Role
of
Agencies
and
Marketers
Prolifera.on
of
Social
Media
Agencies
Everyone
Claims
to
Do
Everything
What
Skills
Do
You
Have
Internally?
Be
Diligent
in
Selec.ng
an
Agency

41. What
Does
Success
Look
Like?
Foster
Community
+
Drive
Engagement
+
Measure
Impact
on
Business
Value
Develop
and
Agree
on
Clear
Objec.ves
and
KPI’s

42. Engaging
Customers
Through
Social
Rela.onships
Day
to
Day
Community
Management
Producing
and
Cura.ng
Content
Facilita.ng
Sharing
Providing
Real
Value

43. Developing
Social
Campaigns

44. Social
Media
Adver.sing

45. Social
Media
Adver.sing

46. Developing
Insights
From
Social
Listening
Monitor
Brand,
Compe.tors,
Category
Iden.fy
Trends
Enable
Real
Time
Marke.ng
Reputa.on
Management

47. BRINGING
DIGITAL
MARKETING
TO
LIFE

48. A
General
Commitment
To
Consumer
Engagement

49. Content
and
Resources
Engage
The
Consumer

50. Content
and
Resources
Engage
The
Consumer

51. Leveraging
Mobile
Ubiquity

52. Deliver
Immersive
Brand
Experiences

53. Crea.ve
Social
Media
Integra.on
.

54. Even
“Boring”
Products
Can
Be
Sexy

55. Really
Brining
An
Idea
To
Life

57. The
illiterate
of
the
future
will
not
be
the
person
who
cannot
read.
It
will
be
the
person
who
does
not
know
how
to
learn,
unlearn
and
relearn.
-­‐
Alvin
Tophler

58. Thank You!
Jason@agilitico.com
@jasonheller