Integrated Marketing: Measuring Success in a Digital World
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A presentation to Georgia Tech marketing students on definitions, tactics, advantages, and problems facing modern marketing programs that leverage digital media and analytics to improve the results of traditional media programs alone.
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Integrated Marketing: Measuring Success in a Digital World
- 1. INTEGRATED MARKETING OPPORTUNITIES AND CHALLENGES IN MODERN MARKETING
- 3. WHAT IS INTEGRATED MARKETING? TRADITIONAL MEDIA DIGITAL MEDIA+
- 5. LET’S SELL TVS BROADCAST CAMPAIGN • SPEND: $100K/MO • REACH: 100,00 PROSPECTS (NIELSEN ESTIMATE, LOW CONFIDENCE IMPRESSIONS) • RELEVANCE: IN-MARKET AND OUT OF MARKET • SALES: 50 TVS @$500 • ATTRIBUTION: FUZZY • NURTURE: IN-STORE ONLY PAID SEARCH CAMPAIGN • SPEND: $10K/MO • REACH: 5,000 PROSPECTS ($2 CPC X 5,000 CLICKS) • RELEVANCE: IN-MARKET/READY TO PURCHASE • SALES: 50 TVS @ $500 • ATTRIBUTION: CLEAR • NURTURE: REMARKETING
- 6. WHY INVEST IN TRADITIONAL MEDIA? • BUILD BRAND AWARENESS • GENERATE DESIRE • TELL A STORY • INCREASE FREQUENCY • EXPAND ON LOWER COST/HIGHER ROI PROGRAMS
- 8. AN INTEGRATED APPROACH DEMAND GENERATION DEMAND FULFILLMENT • TRADITIONAL MEDIA • STORYTELLING • POSITIONING • FEATURES & BENEFITS • TRIBAL ALIGNMENT • RIGHT TIME, RIGHT PLACE: SEO, PPC, EMAIL, SMS, REMARKETING • MARKETING AUTOMATION • CUSTOMER LIFECYCLE AWARENESS > INTEREST > DESIRE > ACTION
- 9. OPPORTUNITIES • INCREASED RELEVANCE TO USER • INCREASED CONNECTION/ENGAGEMENT/LOYALTY • LASER-FOCUSED TARGETING = LESS WASTEFUL MEDIA BUYS • DEEPER UNDERSTANDING OF USERS ADVANCES BRAND • LESS EXPENSIVE TO REACH TARGET DEMO AND BUILD FREQUENCY (EX:COOKIE-BASED REMARKETING)
- 10. CHALLENGES • COST: DIVERSIFICATION OF CHANNELS; TAILORED MESSAGES/CREATIVE/DESIGN; MORE TESTING, HIGHER MANAGEMENT LABOR • COMPLEXITY: DATA, RESOURCES, TECHNOLOGY • TECHNOLOGY: INTEGRATIONS, CONTINUITY, CONFIDENCE • NOISE: HOW DO YOU PARSE BIG DATA? • LEGAL, PRIVACY, HIPPA, ETC • CONSTANT CHANGE
- 11. DEVELOPING A STRATEGY • NEGOTIATE A CLEARLY-DEFINED GOAL • DEFINE MEASURABLE OUTCOMES AND KPIS • ESTABLISH A BUDGET • AGREE ON A SCHEDULE • SET DEMOGRAPHIC AND GEOTARGETING • UNDERSTAND KEY USER PERSONAS • EVALUATE BEST TACTICS • PRESENT > EXECUTE > ITERATE
- 12. NEGOTIATE GOALS • BE AN ACTIVE LISTENER • BE REALISTIC: “IS DOUBLING SALES THIS YEAR REASONABLE? WHAT WOULD THAT BE WORTH? TO YOUR BUSINESS?” • BE PRECISE: “INCREASE SALES THIS QUARTER BY 2%” NOT “INCREASE SALES”
- 13. DEFINE KPIS • KEY PERFORMANCE INDICATORS (KPIS) ARE MEASURABLE, RELIABLE DATA THAT SERVE AS MILESTONES TO GOALS • EXAMPLES: IMPRESSIONS, CLICKS, CTR, CONVERSIONS, LEADS, REVENUE, ENGAGEMENT METRICS • DON’T WAIT TIL THE END OF THE PERIOD TO DETERMINE EFFECTIVENESS (THAT’S A TRADITIONAL MEDIA BEHAVIOR)
- 14. ESTABLISH A BUDGET • MOST CLIENTS ARE HESITANT TO SHARE A BUDGET, MANY DON’T HAVE ONE • VALUE AND ROI ARE EASIER, BETTER CONVERSATIONS • BUDGET DETERMINES SCOPE, SCALE, SPEED • STARTING ALL-IN ISN’T ALWAYS A GOOD THING
- 15. SET A SCHEDULE • OUTCOMES ARE TIME-SPECIFIC • FOCUS ON WEEKLY, MONTHLY AND QUARTERLY MILESTONES • SCHEDULE REGULAR STATUS CALLS TO REVIEW KPIS AND GATHER CLIENT FEEDBACK ON LEAD QUALITY, SALES CLOSE RATE
- 16. DEFINE TARGETING • USER PERSONAE: NAME, ROLE, NEEDS/WANTS • DEMOGRAPHICS: AGE, GENDER, STATUS • ROLE: JOB TITLE, COMPANY, AFFILIATIONS • GEOTARGETING: ZIP, DISTRICT, RADIUS • INTERESTS: ATL UTD, GOT, WIRED • IN-MARKET: EMPLOYMENT, CAR PURCHASE
- 17. USER PERSONAS
- 18. TACTICS • TRADITIONAL MEDIA: TV, RADIO, PRINT, OUTDOOR • SEARCH MARKETING: SEO & PPC • DISPLAY ADS (GOOGLE, FACEBOOK) • VIDEO ADS (YOUTUBE) • REMARKETING ADS (GOOGLE, FACEBOOK) • GEOFENCING ADS • EMAIL & SMS MARKETING (EXISTING CUSTOMERS) • SOCIAL MEDIA: ORGANIC AND SPONSORED
- 19. TRADITIONAL MEDIA • TV, RADIO, PRINT, OUTDOOR • MOST EXPENSIVE, LEAST MEASURABLE TACTICS • REPETITION AND FREQUENCY ARE CRITICAL • OFTEN EASIER TO GUARANTEE CONSISTENT PLACEMENTS THAN DIGITAL
- 20. SEARCH MARKETING • KEYWORD-BASED, INTEREST REQUIRED • THE MOST EFFECTIVE HIGH-ROI TACTIC…IF PEOPLE ARE SEARCHING • ORGANIC SEARCH/SEO: SLOW, GRADUAL PROCESS FOR BUILDING SEARCH VISIBILITY • PAID SEARCH/PPC: IMMEDIATE VISIBILITY THROUGH SPONSORED LISTINGS • GOOGLE ADWORDS: GOOGLE AND PARTNERS • BING ADS: BING AND YAHOO!
- 21. DISPLAY ADVERTISING • IMAGE ADS (MOSTLY) ON MILLIONS OF WEB SITES (“BANNER ADS”) • GOOGLE ADWORDS AND PARTNERS • SOCIAL CHANNELS (FACEBOOK) • CPM PROGRAM • HYBRID OF TRADITIONAL AND DIGITAL • INEXPENSIVE BRAND AWARENESS TACTIC • REMARKETING
- 22. VIDEO ADS • TYPE OF DISPLAY AD • MOSTLY RUN ON YOUTUBE • YOUTUBE IS SECOND-MOST POPULAR SITE ON WEB • MUCH LESS EXPENSIVE THAN BROADCAST/CABLE • BETTER METRICS: IMPRESSIONS, % VIEWED, CLICKS • BETTER TARGETING: TOPIC, INTEREST OR USER
- 23. GEOFENCING ADS • TARGET USERS BASED ON MICRO-LOCATION (GPS) • SOMETIMES REQUIRES OPT-IN (SMS) • SOME PRIVACY CONSTRAINTS
- 24. EMAIL & SMS • MOST EFFECTIVE FOR EXISTING USERS & CUSTOMERS • OFTEN THE LEAST EXPENSIVE ROI FOR CONVERSIONS • EMAIL IS HIGHLY MEASURABLE: OPENS, CLICKS, CONVERSIONS, LOYALTY • EMAIL + CRM + MA IS HOW MOST MAJOR RETAILERS THRIVE • SMS IS OFTEN PREFERRED BY YOUNGER DEMO (<50?)
- 25. SOCIAL MEDIA • KEY TACTIC FOR B2C BRANDS, ESP RETAIL • ORGANIC CONTENT OFFICIAL PAGE WITH COMPELLING CONTENT IS A GOOD START, BUT USUALLY WON’T BE SEEN BY FOLLOWERS • SPONSORED CONTENT ENSURES VISIBILITY; IT’S ALSO CHEAP AND MORE MEASURABLE • FACEBOOK VS LINKEDIN VS INSTAGRAM/SNAPCHAT
- 26. SELECTING TACTICS • BUDGET AND TIME ARE PRIMARY VARIABLES • TARGETING IS KEY: ARE USERS SEARCHING? CONSUMING TRADITIONAL MEDIA? AWARE OF YOUR BRAND? • PHASED APPROACH IS OFTEN BEST: BOOTSTRAP AND REINVEST
- 27. PHASED PLAN PHASE 1 • PPC: $5K/MO • VIDEO: $5K/MO • REMARKETING: $500/MO • SMM: $1K/MO PHASE 2 • PPC: $10K/MO • VIDEO: $10K/MO • REMARKETING: $500/MO • SMM: $2K/MO • DISPLAY: $5K/MO • SEO: $2K/MO PHASE 3 • PPC: $10K/MO • VIDEO: $10K/MO • REMARKETING: $500/MO • SMM: $2K/MO • DISPLAY: $5K/MO • SEO: $2K/MO • TRADITIONAL: $50K/MO
- 28. MEASURING ENGAGEMENT • WEB ANALYTICS: GOOGLE, ADOBE • REAL-TIME ANALYTICS: LUCKYORANGE • CALL TRACKING: CALLRAIL • CRM/MA: HUBSPOT, INFUSIONSOFT, SALESFORCE • SPLIT TESTING: OPTIMIZELY • SOCIAL MEDIA METRICS: FACEBOOK • EMAIL METRICS: MAILCHIMP
- 30. REAL WORLD EXAMPLE #1 HOW DO WE DETERMINE AD EFFECTIVENESS AND ROI FOR AN INTEGRATED CAMPAIGN? HOW DO WE ADVISE OUR CLIENT WHICH TACTICS ARE WORKING?
- 31. REAL WORLD EXAMPLE #2 HOW DO WE MEASURE WHICH MESSAGES ARE MOST EFFECTIVE? HOW DO WE KNOW IF A DISPLAY AUDIENCE IS GAINING INTEREST IN OUR BRAND?
- 32. REAL WORLD EXAMPLE #3 HOW DO WE KNOW WHEN THE DATA IS RELIABLE? WHAT DO WE DO WHEN IT’S NOT?
- 33. REAL WORLD EXAMPLE #4 HOW DO WE TRACK ONLINE SALES FOR AN ETAILER? HOW DO WE DETERMINE THE EFFECTIVENESS OF EMAIL?
- 34. &
- 35. INTEGRATED MARKETING OPPORTUNITIES AND CHALLENGES IN MODERN MARKETING
Hinweis der Redaktion
- I’m Jamie Martin and I own Partners Marketing Group, a 16-year old integrated marketing agency that connects companies with customers. We focus on helping Small Business primarily in the digital marketing space, building Web, Search and Social Media solutions with a strong emphasis on brand positioning, story telling and data-informed problem solving. Today, I’d like to tell you about some of the strategies, tactics and tools we use to help our clients meet their sales and marketing goals.
- And why did it come about?
- It’s traditional media, like TV commercials on broadcast and cable television shows; ads in magazines, newspapers and print publications; terrestrial and satellite radio; outdoor, etc. Plus digital media---especially interactive media---where the user has the option to click or otherwise interact with your ad. This includes search results in Google, sponsored content in social media channels, geofencing ads that target consumers based on their location, video ads in YouTube, and display ads on millions of web sites.
- With interactive media came much more reliable metrics for determining how an ad program was performing. No longer could agencies hide behind
- What’s the ROI for the Broadcast campaign? (impossible to know if there are other programs running) What’s the ROI for the Paid Search campaign? (150%)
- But you’re still better off investing in digital channels where targeting and metrics are more reliable, and where more consumers are turning for content.
- FB and LI can target by company, title FB can target interests, topics, hobbies FB and Google can target by income, net worth, in-market segments
- One-to-one marketing requires a deeper understanding of users and consumers as individuals, not just as a demographic profile
- Cost: hundreds of thousands (print) to millions
- Cost: Tens of thousands (local SEO) to millions (large, national campaign)
- Cost: $2k/mo to millions
- Cost: $2k/mo to millions
- Ex: PI firm showing ads to users within a hospital; retailer pushing a text when you’re near their store
- Cost: thousands to millions
- Question: who’s seen a TV commercial for Google or Facebook? How about for Uber or AirBNB? When was that? Why are they advertising now?
- Show live examples
- Adwords Impression > Click > Session > Page depth/Session Duration > Goal Completion > Tracked Callinquiry/sale
- Brown College: TV vs Digital (show WLR, GAW, GA, Search Console)
- Brown College: Optimizely, Lander, AdWords. Measuring creative of display ads and targeting; show AdWords ad CTR, keyword performance
- Does not compute: Dalton Ed GAW/GA data
- Velociteach: email pushes sales
- Does not compute: Dalton Ed GAW/GA data
- I’m Jamie Martin and I own Partners Marketing Group, a 16-year old integrated marketing agency that connects companies with customers. We focus on helping Small Business primarily in the digital marketing space, building Web, Search and Social Media solutions with a strong emphasis on brand positioning, story telling and data-informed problem solving. Today, I’d like to tell you about some of the strategies, tactics and tools we use to help our clients meet their sales and marketing goals.