The Internet has changed everything in so many industries. And at the same time, in marketing, some fundamental truths never change.
- Americans are now spending more time online than watching TV, much of that on social media sites that did not exist 10 years ago.
- Newspaper advertising revenue has dropped by over 50%.
- About $50 billion/year is now spent on online advertising
70% of Americans use mobile as part of their retail experience
- P&G is now spending over a third of its marketing budget on digital.
Marketers need to explore the buyer’s journey, develop personas, and use the right mix of digital and traditional media to respond to where that customer is – from awareness to customer to advocate. This presentation addresses some of the disruption caused by digital and the new opportunities that it produces, and technologies to enable them.
This presentation was developed by Louis Gudema, Senior Digital Marketing and Sales Maven, and was given at NEDMA's 2014 DM Innovations Symposium.
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
NEDMAInno14: The Fundamental Things Still Apply: How to Deal with "Innovation Overload" and Produce Business Results - Louis Gudema
1. The Fundamental
Things Still Apply
How to deal with “Innovation
Overload” and produce business
results
#NEDMAInno14
Louis Gudema
@louisgudema
http://louisgudema.com
2. Louis Gudema
Senior Account Executive
ISITE Design
Senior Account Executive
Overdrive Interactive
Founder and president
Magic Hour Communications
Blog for
Econsultancy
IDG Connect
http://louisgudema.com
3. Rate of change is accelerating
SEO
banners/ads
search ads
marketing automation
social media
predictive analytics
mobile
real-time bidding
programmatic ad sales
wearables
Internet of Things
website
analytics
email marketing
Ecommerce
CRM
content management system
6. Most companies not using
marketing automation
Fortune 500 25%
B2B 11-13%
All 5%
And many of these are using it only for email
http://www.clickz.com/clickz/column/2243015/25-of-fortune-500-b2b-companies-have-adopted-marketing-automation
7. Content everywhere
• 54% of brands don’t have a content
strategy
• 75% of brands intend to increase their
content marketing spend
8. Agencies are overwhelmed, too
http://www.mediapost.com/publications/article/221082/small-mid-sized-agencies-still-ambivalent-about.html
94% of small- and mid-sized agencies say they are not
using, or are not sure of, programmatic ad buying
11. So the fundamental things
still apply
You need to reach the right AUDIENCE
with the right MESSAGE and OFFER on
the right DEVICE at the right TIME and
MEASURE and OPTIMIZE
And digital gives you many more tools
and channels to do it with
15. • Empower innovation champions
• Identify needs
• Break down silos
• Align the entire organization around
change
• Create policies to support change
• Budget to support change
Governance
16. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize
17. Top down…
• This can take 6-12 months
• May need to wait for next budget
cycle for full implementation
• Plan some quick wins along the way
to build credibility
19. Develop Personas
• Start with 3-6 personas that matter
• Your biggest customers: common
characteristics
• Differences that are important to
buying
• Customer interviews and surveys
• Use demographics and
psychographics and bring to life
32. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize
38. Search behavior and keywords
vary by stage of buyer’s journey
http://www.b2bmarketinginsider.com/search-marketing/how-to-use-paid-search-to-target-buyers-by-stage
39. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize
41. Identify best properties…
• Start with search marketing
• Use remarketing
• Site visitors
• Look-alike
• Look at sources of traffic to your
website
• Look at demographics of people
using properties, and how to target
• Consider omni-channel options to
boost results
42. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize
45. Tips for selecting technologies…
• What is your technology stack?
• Will IT support it, if necessary?
• Will it integrate with your other
systems, especially your data?
• Avoid a features war
• 80:20 rule
• Best-of-breed vs Integrated suite
• Ease of implementation
• Learning curve and ease-of-use
• Ease of analytics
• Will it make a difference?
46. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize
53. Vary content, etc. by stage of
buyer’s journey
Awareness Consideration Decision
Keywords Broad industry,
issues
Solutions Brands
Content Webinar,
infographic,
checklist, Top
10 issues
Case studies,
demos, FAQ,
spec sheet
Free trial,
ROI
calculator,
coupon, info
for CFO
Gated No Maybe Yes
Sales
follow-up
No Maybe Definitely
54. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize
63. • Duplicate, possibly incompatible
technologies
• Extra effort, or less cooperation, from IT
• Poor sharing of learnings
• Lack of policies, training, always-on
budgets
• No economies of scale in media buying
• Holes in customer experience
• Etc., etc., etc.
Bottom-up, departmental
approach problems