Customers don’t research in silos so why should marketers operate that way? Buyers have grown to expect more engaging and diverse experiences across devices and platforms, requiring companies to become “the best answer” wherever their customers are looking.
In his keynote presentation, Lee Odden will share his perspective from working with multiple Fortune 500 and Inc 500 brands as well as meeting with business owners and marketers from all over the world on where search fits in the digital marketing mix. He’ll also share insights from a survey of top digital marketers on where search marketing is headed and how practitioners can position themselves for future growth.
3. #MnSummit
@leeodden
Be
the
Best
Answer
Brand
Poll:
Search
&
Digital
Marke7ng
How
Prac77oners
Can
Posi7on
for
Growth
Image:
Shu>erstock
4. #MnSummit
@leeodden
CMOs
predict
that
digital
will
account
for
more
than
75%
of
their
marke7ng
budget
over
the
next
five
years.
Image:
Shu>erstock
Source:
Accenture
Interac7ve
–
CMO’s
Time
for
Digital
Transforma7on
do
not
believe
their
company
will
be
ready.
79%
5. #MnSummit
@leeodden
This
is
a
HUGE
opportunity
for
those
with
strategic
search
&
digital
marke7ng
skills
Image:
Shu>erstock
6. #MnSummit
@leeodden
Customer
Friendly
Not
just
“Search
friendly”
Image:
Shu>erstock
8. Hey
Facebook
&
Twi>er,
any
sugges7ons
for
kid-‐friendly
things
to
do
in
New
York?
Bronx
Zoo
FAO
Schwartz
Metropolitan
Museum
of
Art
Yankees
Game
Subway
Helicopter
over
Manha>an
Image:
Lee
Odden
16. #MnSummit
@leeodden
Customer
Journey:
Retail
Image:
think
with
Google
17. #MnSummit
@leeodden
Customer
Journey:
B2B
Image:
think
with
Google
18. #MnSummit
@leeodden
82%
of
US
digital
buyers
preferred
to
research
products
from
mul7channel
retailers
on
the
internet
eMarketer
June
2014
Compared
to
13%
who
prefer
shopping
in-‐store
Image:
Shu>erstock
19. #MnSummit
@leeodden
A
mul7channel
customer
is
worth
2X
as
much
as
a
customer
that
shops
in
one
channel.
Econsultancy
Digital
Transforma7on
Roundtable
5/2014
Image:
Shu>erstock
20. #MnSummit
@leeodden
Think:
What
Ques7ons
Do
Your
Customers
Need
Answered
In
What
Channels
In
Order
to
Buy?
awareness interest consideration purchase advocacy
Image:
Shu>erstock
21. #MnSummit
@leeodden
Content
Answers
Buyer
Ques7ons
Logicalis
–
HP
VAR,
used
emails,
microsite,
ebook,
&
custom
messaging
from
sales
teams.
Results:
Nearly
$8
million
in
new
pipeline
business
was
closed.
SunGard
IT
opera7ons
support
–
humorous
videos
empathizing
with
IT
pros
during
the
holidays
(cheats,
tricks
&
7ps
to
survive).
Audience
consump7on
pa>erns
informed
promo7ons:
email,
social,
PR,
paid
media.
Results:
3,000+
leads
in
first
3
days.
CTAs
to
download
whitepaper
at
end
of
videos
–
87%
CTR.
Case
Studies:
C2C
B2B
Killer
Content
Awards
via
toprankblog.com
22. #MnSummit
@leeodden
Content
Delivers
Massive
ROI
Optum
-‐
Advertorials,
display
ads,
email,
direct
mail
and
a
campaign
website.
Results:
• 23.5
lead
to
conversion
rate
• 475%
increase
in
website
traffic
• 2,500+
resource
downloads
• $52
million
in
contract
value
of
new
business
Xerox
partnered,
with
Forbes
to
create
a
digital
magazine
offering
business
7ps.
Results:
70%
of
target
companies
interacted
Added
20,000
new
contacts
1,000+
scheduled
appointments
$1.3
Billion
in
pipeline
revenue
Case
Studies:
C2C
B2B
Killer
Content
Awards
via
toprankblog.com
23. #MnSummit
@leeodden
What
Do
These
Content
Marke7ng
Case
Studies
Have
in
Common?
Image:
Shu>erstock
24. #MnSummit
@leeodden
Search
Wasn’t
The
Reason
For
Crea7on
Image:
Shu>erstock
It
Was
Customers
25. #MnSummit
@leeodden
This
is
the
shiu
in
perspec7ve
about
search,
content
&
digital
that’s
impera7ve.
26. #MnSummit
@leeodden
Understand
How
Buyers
Discover,
Consume
and
Act
on
Informa7on
Image:
Shu>erstock
27. #MnSummit
@leeodden
Then
Become
“The
Best
Answer”
in
Every
Channel
Your
Customers
Are
Present
Image:
Shu>erstock
28. #MnSummit
@leeodden
Brand
Poll:
Search
&
Digital
MarkeDng
Poll
conducted
by
Lee
Odden
29. #MnSummit
@leeodden
How
do
you
define
digital
marke7ng
in
2014?
Image:
Shu>erstock
30. #MnSummit
@leeodden
Digital
Marke7ng
IS
Marke7ng
“We
are
all
digital
marketers.
Every
tac7c
in
marke7ng
today
has
an
element
of
digital.”
Tami
Cannizzaro
@tamicann
Vice
President
of
Marke7ng
IBM
Poll
conducted
by
Lee
Odden
31. #MnSummit
@leeodden
Digital
Marke7ng:
Media
&
Influence
“Digital
MarkeDng
is
any
way
that
we,
as
marketers,
influence
users.
Free
or
paid,
across
all
available
technologies
and
plaworms.”
Simon
HeselDne
@SimonHesel7ne
Senior
Director,
Organic
Audience
Development
AOL
Poll
conducted
by
Lee
Odden
32. #MnSummit
@leeodden
Digital
Marke7ng
Creates
Experiences
“Digital
MarkeDng
is
the
way
in
which
an
experience
comes
to
life,
across
channels
and
in
all
channels.
It
helps
us
provide
customers
the
value
and
u7lity
they
are
looking
for
at
the
right
7me
and
in
the
right
place.”
Kevin
Green
@KevinMGreen
Execu7ve
Director,
Marke7ng
Dell
Poll
conducted
by
Lee
Odden
33. #MnSummit
@leeodden
Where
does
search
markeDng
fit
in
the
future
of
digital?
Image:
Shu>erstock
34. #MnSummit
@leeodden
Search
Marke7ng
Informs
Content
“Search
is
a
powerful
integraDon
play.
Marketers
are
u7lizing
search
volume
as
a
data
point
for
ac7va7on
plans
and
factoring
in
SEO
opportuni7es
as
they
create
content.”
Amy
Lamparske
@amylamparske
Director,
Digital
&
Social
Media
General
Mills
Poll
conducted
by
Lee
Odden
35. #MnSummit
@leeodden
Search
Marke7ng:
Chief
Editor
“Organic
search
is
trying
to
hold
us
accountable
for
creaDng
beTer
content
-‐
and
it
might
be
working.
Search
holds
a
cri7cal
role
in
the
future
of
digital
because
our
success
as
content
marketers
boils
down
to:
1) Can
they
find
it?
2) Did
they
read
it?”
Ryan
Arnholt
@ArbenAngstrom
Director,
Digital
Marke7ng
Optum
Poll
conducted
by
Lee
Odden
36. #MnSummit
@leeodden
Op7mize
For
Search
Apps
Rachael
Marret
SVP,
Customer
Engagement
Carlson
Rezidor
Hotel
Group
“In
the
future
world
of
intelligent
apps
that
proac7vely
and
intui7vely
search
for
informa7on
on
behalf
of
consumers,
organic
search
will
become
increasingly
crucial.”
Poll
conducted
by
Lee
Odden
37. #MnSummit
@leeodden
Source:
Gartner
Digital
Marke7ng
Transit
Map
The
Role
of
Search
in
Digital
Marke7ng
38. #MnSummit
@leeodden
Source:
Gartner
Digital
Marke7ng
Transit
Map
Digital
Marke7ng
is
More
Than
Search
39. #MnSummit
@leeodden
How
Prac77oners
Can
Posi7on
for
Growth
Image:
Shu>erstock
40. #MnSummit
@leeodden
Audience Targeting
Cross Channel Integration
Adaptable, Optimizable
Highly Measurable
Promise
of
Digital
Marke7ng
Image:
Shu>erstock
41. #MnSummit
@leeodden
Digital
Marke7ng
Skills
The
2015
Digital
MarkeDng
Rule
Book.
Change
or
Perish.
kaushik.net/avinash/2015-‐digital-‐marke7ng-‐rule-‐book/
Avinash
Kaushik
@avinash
Digital
Marke7ng
Evangelist
Google
“You
can
no
longer
be
good
at
just
one
thing,
or
two.
It
is
a
10-‐thing
world
now.”
Photo
credit:
Lee
Odden
42. #MnSummit
@leeodden
Digital
Marke7ng
Skills
for
SEM
&
SEO
Segmenta7on
Buy
Cycle
Stories
Content
Planning
Crea7on,
Cura7on
Amplifica7on
Measurement
Unified
Strategy
Goals
Resources
If You’re Not Growing, You’re Dying
43. #MnSummit
@leeodden
But
What
About…
Photo
source:
glass-‐apps.org
44. #MnSummit
@leeodden
An
Internet
of
Things
Image
source:
mashable.com
50. #MnSummit
@leeodden
I
can
haz
all
ur
dataz
Image
source:
countercurrentnews.com
51. #MnSummit
@leeodden
THIS
SHOULD
BE
YOUR
FOCUS:
Smartphones
Now
#1
Screen,
Bea7ng
TV
Source:
Millward
Brown
via
Marke7ng
Land
52. #MnSummit
@leeodden
Op7mize
for
Mul7
Device
Experience
“It's
mobile-‐first
for
us
now
-‐
if
it
doesn't
work
on
mobile,
we
don't
publish
it.”
Jennifer
Lashua,
Intel
Image:
Chitra
Tatachar
53. #MnSummit
@leeodden
Create
Signals
of
Credibility
Wherever
Your
Customers
Are
Your
Brand
=
XYZ
XYZ
XYZ
XYZ
XYZ
XYZ
XYZ
SEO/SEM
Social
Networks
Content
Marke7ng
Industry
Media
&
News
Referrals/WOM
Adver7sing
XYZ
Local
54. #MnSummit
@leeodden
Community
>
300K
Website
Twitter
Facebook
YouTube
Flickr
LinkedIn
Slideshare
White Papers
Google+
Guides
Book
Webinars
Articles
Newsroom
Social Creation
& Curation
Guest Posts
Events
eBooks Pinterest
Blog
55.
56. #MnSummit
@leeodden
Par7cipa7on
Marke7ng
ObjecDves:
• Promote
the
Event
• Promote
Speakers
• Create
a
Resource
for
all
Marketers
• Create
Rela7onships
57. #MnSummit
@leeodden
What
Does
This
Mean
for
SEO?
Content
Marke7ng
Rocks
Content
Marke7ng
eBook
Content
Marke7ng
Tips
Content
Marke7ng
World
Content
Marke7ng
Experts
Content
Marke7ng
Influencers
Content
Marke7ng
Conference
Content
Marketers
Content
Marke7ng
Influencers
“Content
MarkeDng”
58. #MnSummit
@leeodden
What
Does
This
Mean
for
Social?
Content
Marke7ng
Rocks
Content
Marke7ng
eBook
Content
Marke7ng
Tips
Content
Marke7ng
World
Content
Marke7ng
Experts
Content
Marke7ng
Influencers
Content
Marke7ng
Conference
Content
Marketers
Content
Marke7ng
Influencers
“Content
MarkeDng”
59. #MnSummit
@leeodden
Measuring
Digital
Marke7ng
Attract Engage
$$$
Convert
Reach
Search
Visibility
Social
Network
Visibility
Views
&
Impressions
Traffic
by
Source
Traffic
by
Segment
Content
Distribu7on
Media
&
Blog
Placements
Brand
+
Affinity
Brand
Sen7ment
Content
ConsumpDon
Page
Views
Click
Through
Rate
Social
Network
Size
Social
Interac7ons
Content
Interac7ons
Comments,
Shares
Time
on
Site,
Content
Paths
Through
Site
Form
Data
Captured
Newsle>er
Subscrip7ons
Demo
&
Trial
Requests
Contact
Us
Orders
-‐ Order
Volume
-‐ Order
Frequency
-‐ Length
of
Sales
Cycle
-‐ Revenue
Per
Order
awareness consideration purchase retention advocacy
60. #MnSummit
@leeodden
The
opportuni7es
with
a
strategic
view
of
digital
marke7ng
and
search
are
endless.
Image:
Shu>erstock
61. #MnSummit
@leeodden
We
Can
Do
This!
Image:
knowyourmeme.com
62. #MnSummit
@leeodden
3
Key
Takeaways
OpDmize
for
buyers:
Focus
on
being
the
best
answer
wherever
customers
are
looking.
1
2
3
OpDmize
experiences:
Use
search
marke7ng
exper7se
to
improve
digital
results.
OpDmize
experDse:
Start
developing
strategic
digital
marke7ng
skills
NOW
&
break
free
of
search
as
a
single
channel.