Meanwhile, a massive amount of money is being spend on digital marketing – over 22% of all advertising dollars spent are now spent online, split across many media and channels such as search, email, social, mobile marketing, and brand advertising
Do you feel like you are prepared to significantly drive business success through your digital efforts? No? you’re not alone.
Do you feel like you are prepared to significantly drive business success through your digital efforts? No? you’re not alone.
Reference last webcast on the Splinternet and the opportunities that exist as a result.
Technologies, taxonomy and standards differ across digital channelsDeep channel-specific knowledgeSuccess looks different depending on the digital channelUnderstanding of what drivers performanceThe marketing ecosystem is increasingly diverse and interconnectedOpenness is keyData is available about your brand, everywhereSome you own, some you don’tConsolidation is neededData consumption is a new challengeMarketing is highly collaborative, involving many stakeholders who need access to marketing insight.Consumer sophistication demands that marketers be ready to interactVisibility across channels to support agile sense and respond marketing
Thesplinternet has given rise to a lot of opportunity
- The explosion of data stemming from new digital channels (mobile & social) is driving angst amongst top CMOs- The ability to harness the power of social media is definitely a key priority for most-- ----BUT NOTE how ROI accountability has become a key part of marketing focus ---this is a noteworthy change for most marketers!!!
- No surprise that social and customer analytics top this list and mesh with obsession over ROI & measurement- But note what’s taken place with smartphone and tablet apps … they are #4 & #6 going forward …- Singleview of the customer reflects the focus on unmasking consumer’s digital footprints!!!
Stems from KP’s Mary Meeker’s study of Internet trends presented at Internet 2.0 conferenceWhen Meeker was at Morgan Stanley (2+ years ago) she originally projected mobile exceeding notebook and desktops by 2014 …But that actually happened earlier this year!No question about mobile’s importance. Going forward It will be our primary lens to the WEB and that has marketers preoccupied with the possiblities
Social channels are here and mobile is next:You need to ensure measurement is implemented NOW based upon your success measures in your channelRelying on the “tag” is old school – OPENNESS is KING in the new marketing ecosystem“Everyone is an analyst” OR “Marketers need direct access to measurement data”
These recommendations are from July 2011 Forrester Consulting study conducted on behalf of Webtrends:Use strategy as a foundationStrategy and campaign skills top marketers’ wish list.Expand the marketing toolkitExecution and analytics across social, mobile, and web are key capabilities.Build for scaleExponential data growth is guaranteed. Plan to succeed.Develop the organizationMultichannel marketing requires a focused and consistent approachFirms rely heavily on third-party technology products and services for supportMeasure the right things, not everythingDigital is highly measureable, but volume can be overwhelming or even misleadingDevelop a measurement plan at multiple levelsMore details:Use strategy as a foundationTop five survey results: strategy (#1), campaign planning, technology integration, data management and segmentation, skill with online applications, campaign analysisExpand the marketing toolkitTop five survey results: web content management (#1), multichannel campaign management, social media analytics, mobile content management, web analyticsBuild for scaleThe Splinternet drives an explosion of dataNot only amount of data, but the complexity of dataOverall data volumes increaseThe number of data steams growsDriven by an increasing number of:ChannelsDevicesTechnologiesFirms need a holistic approach to managing “BIG” dataInfrastructure and data managementCollect, process, storeAvailability to marketing systems for analytics and operations4. Develop the organizationapproaches from survey by firms:49%: Centralized marketing team, consolidating all technology and services across channels, products, and corporate groups26%: Decentralized marketing team, brands, product teams, corporate groups have independent marketing capabilities10%: Marketing is organized by channel15%: Hub and spoke—certain capabilities are centrally supported but product teams or corporate groups have some autonomy5. Measure the right things, not everythingFragmentation is a double edged sword for measurementDigital channels are supremely measureableBut volume can be overwhelming or even misleadingDevelop a measurement plan at multiple levelsChannel or tactic specificBusiness KPIs