Do It Wrong Quickly GPSEG 2012 04-13

Mike Moran

How the Web Changes the Old Marketing Rules

Mike Moran
GPSEG
April, 2012

www.mikemoran.com © 2012 Mike Moran Group LLC

Mike Moran

Isn’t digital marketing simple?

 It’s dizzying

 And it keeps changing

 Faster and faster

 How do you cope?

2 © 2010 Mike Moran
© 2012 Mike Moran Group LLC

Mike Moran

The good old days in marketing

 The best creative folks came up with a
great message for a mass market

 We tested it against focus groups

 We pushed it out there—over and over again

 We hoped they’d buy, but weren’t sure they did

I'd like to
buy the
world a
Coke adds life Coke

Mike Moran

The good new days in Web marketing

 You can target even the smallest group

 You can measure the results of
everything you do

 You must change your message in
response to what your customers:
 Say (comments, blogs, product
ratings)

 Do (search, purchases, page
views)

Mike Moran

The Web rewards pull over push

 You don’t target markets with a message the same
way on the Web

 More often, markets have to find you, or your
customer must give you permission:
 Search
 Opt-in e-mail
 Subscribe to blogs

 But even tiny markets can be reached


Mike Moran

Remember, it’s still marketing

1. You need to target your market

2. Understand what they care about

3. And connect with your message

If you do:

 You improve your image
 And you drive sales


Mike Moran

The difference is how you do it

 Time was that marketing was risky

 Your job was to remove as much of the risk as
possible

 But Web marketing
rewards experiments
rather than deep
planning

 Are you feeling stuck?


Mike Moran

Attract


Mike Moran

Both organic and paid search offer opportunities
 With paid, you bid what you’ll pay for each click
 Organic is the search engine’s best match

Paid Search

Organic Search


Mike Moran

Social media marketing is new wine in old bottles

 Growing out of search
marketing, and public
relations before that

 Social media marketing
is any way you can get
attention for your
message using people
connected to the
Internet

People + message + Internet = social media marketing


Mike Moran

Content-based social media marketing
Content sites
 Focuses on the content to
be posted and passed
around: blogs, videos,
photos, news stories,
Bookmarking sites
podcasts

 Or bookmarks to
the content

 Feeds viral
marketing


Mike Moran

Personality-based social media marketing

 Consumer companies
create character
profiles, but may not be
the best marketing for
B2B companies

 Consultants create
professional profiles


Mike Moran

Interest-based social media marketing

 Communities form around
topics of interest, such as
message boards and
specialty search engines

 Marketers must get into these
conversations

 Maybe social bookmarking sites
fit into this category, too

Mike Moran

Remember that social media uses a community

 Get to know the
community

 Give back to the
community

 Let the community
spread your word

 You can’t force it It Takes a Village


Mike Moran

The Three Rs of Marketing 2.0
 Real No more of the old marketing hype.
Tell the truth. Admit your mistakes.

 Relevant You can’t interrupt people anymore.
You must have what they want.

 Responsive Marketing is no longer
a monologue.
You must answer
your customers.


Mike Moran

Marketers must give up message control

 We don’t control the message

 The message is changed, rebutted, and
misconstrued by our
audience

 We must modify what
we say in response


Mike Moran

Listen


Mike Moran

Web 2.0 now makes marketing a conversation

 Readers comment on your blogs

 They change your wikis

 The create blogs of their own

 They create “hate” sites if they
don’t like you

 They produce mashups of your
content and functions
Web 1.0 users were consumers
Web 2.0 users are participants

Mike Moran

How do today’s companies listen to customers?

 Google Alerts are free and easy

 Set up a search
and follow the
e-mails or an
RSS feed

 Perfect for small
businesses and
unique search
keywords


Mike Moran

But other companies fail with search algorithms

 “T-Mobile” will be found quite
easily

 “Sprint” not so much

 “Verizon Wireless” is also
not easy to isolate


Mike Moran

Google Alerts treats all mentions the same

Doesn’t separate Doesn’t aggregate
positive from neutral volumes or show
and negative competitors

Doesn’t differentiate
by venue

Mike Moran

Sentiment analysis shows opinions

Top Five Tech Pundits in Smart Phone Conversation
Blog URL Net Sentiment Rank Traffic
(toward Brand)

Venue falls in the top 1% of highest
Engadget A
trafficked, most influential sites

Venue falls in the top 1% of highest
Gizmodo
A trafficked, most influential sites

Venue falls in the top 10% of high
Electronista
B trafficked sites

Venue falls in the top 10% of high
UberGizmo
B trafficked sites

Venue falls in the bottom 90% of
Switched
C trafficked sites


Mike Moran

Algorithmic sentiment analysis misses sarcasm

“Oh, the iPhone is a
beautiful girl, no doubt.”

The automated sentiment
analysis failed to identify the
sarcasm and coded the
entry as positive for iPhone,
while failing to understand
the author was actually
saying there was no value
for the iPhone beneath its
flashy exterior


Mike Moran

Algorithmic sentiment analysis misses nuance

“I waited on line for  You know that
my entire lunch hour these are negative,
at my Wells Fargo but there is no word
branch today.” to tell the algorithm

 These would be
marked neutral by
“State Farm never most algorithms
told me I had no
flood coverage.” “Amazon wouldn’t
refund my money.”


Mike Moran

Algorithmic sentiment misses context

 The same words mean different things
 An “unpredictable” movie is good, but “unpredictable”
food quality, not so much
 We like “small” cell phones but not “small” hotel rooms
 “Faded” jeans are good, but
not “faded” photos
 “Frozen” computers are
bad, but “frozen”
margaritas are good


Mike Moran

The problem: Algorithms alone fall short

 70% accuracy on relevance

 70% accuracy on sentiment
“Oh, the iPhone is a beautiful
 70% times 70% = 49%
girl, no doubt.”

The best algorithms seem to
fail half the time

© 2010 Mike

Mike Moran

Human analysts can correct the algorithms

 If you need the data to be right, you need people to
check the machines

 The machines collect the data and
make the easy calls, and they
suggest the answers for the tough
ones, but humans make the final
decision

© 2010 Mike

Mike Moran

Watch


Mike Moran

Imagine a catalog marketer who said to the boss…

 I shipped February’s
catalog on time
 And under budget
 Customers like it
 And it looks beautiful
 Wanna see it?

But that’s all we say about our Web
sites—where are the metrics?

Mike Moran

How can you drive demand for your products?

Visitors 1000

Conversion Rate 1%

Conversions 10
Base

Mike Moran

Increase your
conversion rate

Visitors 1000 1000

Conversion Rate 1% 2%

Conversions 10 20
Base

Mike Moran

Increase your
conversion rate Increase your
traffic

Visitors 1000 1000 2000

Conversion Rate 1% 2% 1%

Conversions 10 20 20
Base

Mike Moran

Increase your
conversion rate Increase your
traffic

Or both

Visitors 1000 1000 2000 2000

Conversion Rate 1% 2% 1% 2%

Conversions 10 20 20 40
Base

Mike Moran

What are your conversions?

 Online sales
 Download a
white paper
 Find a store
 Fill out a
 Find a dealer
contact form
 Find a partner

 Phone call

 Affiliate link


Mike Moran

How do you track offline conversions to the Web?

 The easiest way is for you to
contact the customer

 If the customer switches channels,
entice the customer to:

 Print the product’s
specifications to bring to the
dealer

 Print a coupon to present at
the retailer

 Call a special phone number


Mike Moran

Which metrics matter?

 Impressions: Did they see it? E-mail opened? Ad
displayed? Document shown? Blog entry read?

 Selections: Did they choose it? Click throughs?
Mouse over?

 Conversions: Did they buy it? Download? Call?


Mike Moran

Should the shopping cart be on the left or right?

A/B testing decides


Mike Moran

Beyond A/B testing: multivariate testing

 Yes, it’s free

 Create different
versions of your
pages

 Google tests them with live visitors and reports
back on which variations did the best

 Then you permanently change the page to the best
version


Mike Moran

Without testing, you’ll never know what works
Which page had 116% higher conversion?


Mike Moran

Respond to your customers

 Change your products Learn
Use
 Change your content
Shop
 Change your prices Get

Buy
 Change your policies

 Change your experience Which changes increase
your conversions?
 Then, change them again
Customers vote with their mice

Mike Moran

Read all about it
 “The Bible of search marketing”
--Chris Sherman, Search Engine Land

The
 Includes DVD with videos and
search presentations; text updated on
marketing each printing
best seller
Named a “best business
book” by Miami
Herald for 2007
 “Great book.”
--Robert Scoble, Scoblizer blog

For more information about the  “Act now and
books, and for the free Biznology read it.”
newsletter and blog: --Bryan Eisenberg, Author of #1 best
seller Waiting for Your Cat to Bark?
www.mikemoran.com

Do It Wrong Quickly GPSEG 2012 04-13

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