The document discusses challenges in digital marketing measurement and engagement. It proposes using magnetic content to attract, rather than distract consumers. Magnetic content should be unique, useful, well-executed, fun, and leverage the channel. Social media success relies on building trust and focusing on core fans. Mobile offers opportunities for real-time integration but measurement remains a challenge. Metrics should link marketing investments to perceptual, behavioral and financial outcomes.

1. October 4, 2011 Boston Geoffrey Ramsey Vipin Mayar TWITTER: @vipinmayar TWITTER: @geofframsey #digitalimpact #dma2011

3. Marketers view of performance measurement “ The challenge is – ‘Prove to me that marketing works’… that the investments are paying back in both short- and long-term deliverables.” --Bob Liodice, CEO, ANA “ What’s at stake here?”

5. 20.2% Deutsche Bank……. 18.0% Barclays................... 16.5% MAGNAGLOBAL….. 15.6% PwC…………………. 15.5% Morgan Stanley……. 14.8% Citi…………….......... 14.6% Winterberry Group…. 14.0% IDC…………………… 13.8% WARC…..….. ………. 12.7% ZenithOptimedia……. 12.6% GroupM……………… 12.0% 1 st Half +23%

6. Total DM Spending Growth in 2011: +5.6% Total Media Spending Growth in 2011: +1.4% Where is the digital growth coming from?

7. Secret #2 gets at the problem of engagement with digital consumers

8. 4.4% 43% of consumers say they ignore or disregard banner ads more than any other type of ad. Source: AdweekMedia/Harris Poll, October, 2010

9. The classic interruption/disruption model of advertising is waning… We interrupt this program to sell you stuff We interrupt this programming to sell you stuff! “ We need to create experiences , not just sponsor content.” -- Frank Cooper, CMO, Pepsi “ Advertising is no longer about blasting the most messages to the most people. Instead, it’s about this: Ideas that spread, win.” --Seth Godin “ Marketers are focusing on creating Magnetic Content – so entertaining, relevant, informative or useful – it demands the consumer’s time and attention.”

10. “ It’s more about ATTRACTION, rather than DISTRACTION.”

11. The Magnetic Content approach turns targeting on its head.

13. 20% off Mens ’ Jeans 2-for-1 Sale!

14. What about B2B? Does content as marketing work in the B2B world?

16. Is it Useful? Is it working?!

17. Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comments Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Only 7 Key Metrics to Master Time on Page Page CTR Circular Paths Exit Rate Too many metrics… the big challenge is deciding the right metrics

18. Start with the measurement framework Perceptual & Behavioral Outcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE e.g., Qualified Reach e.g., Brand Perception Lift, Engagement Score e.g., ROI Low level measures related to the performance of individual channels Higher level metrics related to longer term changes in brand health Highest level metrics used to quantify business performance Linkages are crucial, not just a report card Engagement Score?

19. Engagement Score aligned to the objectives of the content Recommend , referrals Profiles, Upload pictures Send to friend, Social media Signup, Email, Coupon, WTB Rate, Vote, Add comments Play videos, Demos Content, Pictures HIGHER VALUE LOWER VALUE Engagement Value Continuum Advocate

20. Illustrative example for mapping Engagement Scores 1 Point 1 Point 1 Point 1 Point 1 Point 2 Points 1 Point 2 Points 3 Points 3 Points 2 Points 3 Points 1 Point 2 Points 2 Points 1 Point 1 Point 2 Points

21. Ultimately, you want to get all your Exposure, Strategic & Financial metrics onto a Dashboard

22. Applying Magnetic Content and Performance Measurement to the Six Digital Channels Social Mobile

23. Digital Channel#1: Social Media Social Media: Connections that Count How big is social networking today?

24. 89% are on email 232 million Americans, or 74%, are online today Source: eMarketer, 2011 TWITTER: @geofframsey 76% are buying online 64% are social networking 11% Twittering 83% are using search engines 68% are watching online video

25. Social media ad spending will grow 37% this year 9% of total US online ad spend It ’ s less about buying social media, and more about how you can earn and own it! It ’ s all a matter of TRUST Consumers trust each other more than they do marketers

29. New strategy… ESCALATE

30. Adobe, I hope you’re listening, because I’ve got a problem…

31. #3. Add value to the conversation…

32. Sometimes, the best Magnetic Content comes from your best customers. Which is why you should: #4. Focus on Your Fans. Unique Useful Well executed Fun Great use of channel

34. SHARPIE: Finding Fans. Empowering Them. Nurturing Them. Viewed 62 million times on YouTube

37. Insert short video. Cut2 mts to 45 secs

38. ROI approach illustrated with an example Consumers Incremental Sales Lift Incremental Revenue Cost ROI Value $1,480,449 6 to 1 77,753 $10,457,414 500,000 Profit $8,019,414 Primary goal Acquire new prescriptions Incremental sales from test Sales data obtained from panel Approach Used panels for, incremental prescriptions Prescriptions X price Price X margin Loaded costs Profit/costs Unique visitors Viewing content

39. Digital Channel #2 Mobile: The Anytime, Anywhere Channel

40. Global execs see multiple devices and platforms as a key trend impacting their business

41. ½ of marketers have mobile in their upcoming advertising plans… 51% 51% Source: IAB survey conducted by Ovum among 300 US firms, 2011 Source: Chief Marketer survey among 681 B2B and B2C marketers, 2011

43. TV: 4 hrs, 24 mins Internet: 2 hrs, 35 mins Mobile: 50 mins Newspapers: 30 mins Magazines: 20 mins Smartphones = 38% of US mobile users Mobile Search Mobile Video Mobile Social Mobile Gaming Mobile Apps Mobile Coupons

44. The biggest obstacle for mobile marketers is also the biggest opportunity: “ Excuse me?!”

45. Why marketers love mobile marketing… “ Mobile works best when it plays a supportive, additive role to other media.”

46. Use mobile as an additive , integrated channel… … to track , measure and enhance other media efforts Pepsi Max #34520 “ Mobile can add two new exciting dimensions to your marketing efforts.” --Noah Elkin, eMarketer Mobile coupon redemption rates can often reach 20%

47. Space Time While in stores, consumers are using their phones to compare prices, evaluate products and check in with trusted friends… = intent … This creates rich opportunities to reach consumers just when they are at the point of making a decision. “ Think of the real-time integration opportunities for combining geo-location technology, email and social media!”

48. Think before you app! Think about the consumers ’ needs Think Utility , Think Fun ! Remember, you’re not just competing with other marketers, you’re competing with thousands of app developers for the consumers’ time and attention

49. What about measurement for mobile? MMA/Google/Ipsos Survey, 2011: 41% of global marketers said they were not investing in mobile because of uncertainty about ROI King Fish Media Survey, 2011: 63% of US marketers either a) hadn’t measured the ROI of their mobile campaigns or b) simply had no idea what it was Chief Marketer Survey: 51% of mobile marketers are relying on clicks to measure campaign success!

50. Only about a 1/3 of marketers are integrating mobile with their cross-platform media strategies Source: IAB survey conducted by Ovum, based on average of seven industry categories, June, 2011 Source: Chief Marketer survey among 681 B2B and B2C marketers, May, 2011 37% 29%*

52. Believe in the Magic of Engaging and Measuring “ Thank You” VIPIN TWITTER: @vipinmayar GEOFF TWITTER: @geofframsey #digitalimpact #dma2011