BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmaine Madamba

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Digital Track: DM101

Paid, Owned and Earned Media

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Charmaine Madamba, Sr. Search Marketing Manager, Citrix

Cindy Phan, Sr. Manager, Digital Marketing Strategy, Vmware

Alex Edlund, Global Director, Search Marketing, Marriott

Michael Thomas, Chief Marketing Officer and Partner, Noble Studios

The leading industry event by digital marketers for digital marketers

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Content, Mobile, & User Intent Signals:

A Customer-Centric Theory That Defies “Normal”

An experiment on utilizing SEM and paid channels to

drive device strategy aligned to user search intent

Charmaine Madamba

Senior Search Marketing Manager, Citrix Mobility Apps

@brightedge #share15

Citrix | Mobility Apps

Citrix Market-leading Solutions

Windows App Delivery | Enterprise Mobility Management | Network Delivery | Collaboration & Sharing

Communications Cloud

A suite of easy-to-use, online video/audio

conferencing collaboration tools.


Hello.

2008 - 2011 2011 - Present2005 - 2008

Analytics,

Account

Management, and

Business

Development

Creative Lead

and Client

Management

Roles across

Tech, Retail,

Finance Verticals

2006: Moved to San

Francisco, CA2010: (SEM) Yahoo!

Bing Search

Alliance 2013: (SEM) Google

Enhanced Campaigns

SEM and SEO for

Mobility Apps,

Communications Cloud

Product Suite

(GoToMeeting,

GoToWebinar, and

GoToTraining)

2015: (SEO) Google Mobile

Friendly Algorithm Update


Insert

Speaker

Logo

Is 2014 2015 Finally the Year of Mobile?


Problem to Solve (A)

How can we effectively market our products on

Mobile?

What other ways can we test search

engagement in order to expand and optimize to

a growing segment of traffic?


Search Profile | SEM + SEO Themes and Metrics

Key Categories Branded, Non-Branded, and Competitor

Top Non-Branded

Themes

(Conversions)

online meeting

conference call

web conferencing

webinar

webinar software

webcast

online training

virtual learning

elearning software

Target Non-Branded

Themes video conferencing

collaborationpresentation

brand marketingcorporate training

Top Metrics Trials, Cost-Per-Trial, CPC (SEM) | Ranking, Organic Visits and Trials (SEO), Net Sales (SEO +SEM)

Mobile / Device

(SEM) Paid Search

(SEO) Mobile Responsive Site

(Media) Display + Retargeting

Mobile App Downloads

(SEO) Mobile Responsive Site

(Media) Display + Retargeting

Mobile App Downloads


Opportunity | 2015 Mobile Related Searches (Non-Branded Category)

Communications Cloud Impressions and Trial Distribution

Impressions

Desktop Tablet Mobile (Smartphone)

Trials

81.8%

4.5%94.1% 1.4%

4.2% 14%


Problem to Solve (B)

How can we make content more accessible to

our customers?

What are the opportunities to come with

providing an alternate experience from the

typical trial/buy flow?


Trial + Registration Flow | What is Normal?

Mobile LP

Mobile LP

App


Proposed Media Strategy | Plans + Requirements

Start with

Increase traffic to

Resource Center

& Content Assets.

Additional budget

for Search

programs.

Continued

investment in

Paid Social.

Allow % of Display

budget to promote un-

gated content.

Nurture those

who have

engaged,

through a

(LinkedIn) Lead

Accelerator

Program.

Help drive Non-

Branded traffic to

Search with

opportunity to

expand on

Mobile.

Adjustments

to CPA/ROI

Calculations

from the

typical trial

model.

Will help promote the

channel until SEO

backend changes are

completed.

Tracking capabilities are limited.

Search may not be credited

properly for eventual trials or

sales.

Wait. Did you say Non-Branded

and Mobile? Game on.


Mashable User Poll, 2012 Election: 47%

of responders admitted to “unfriending”

someone due to political posts.


Problem

to Solve

(A)

Problem

to Solve

(B)

Jobs To Be Done

(JTBD)

What are the problems that our customers

are trying to solve? How do we best

answer to their needs?


The New Normal | An Experiment in User Intent

Content can cultivate a cohesive brand story that puts the focus back on the customer.


1. The Discovery Process | Data in plain sight “How do you move forward when so little is visible

and so much is unknown?”

Ed Catmull, Creativity, Inc.

Set a baseline, determine what data is available,

and avoid confirmation bias.

Communicate early and set expectations around metrics

Engage teams for support and collaborate openly w/key partners


2. Connecting The Dots | Use available insights as a springboard

Align data to available assets, or use to create new ones

Formulate a strategy that will fill opportunity gaps

Create test plan to help determine success metrics

and parameters to expand or iterate


3. Watch it Grow | … Or not. (But fail fast to iterate quickly, if so.)

Start with a small budget and increase incrementally with performance

If successful, start building the (mobile+content) story to a bigger group

Re-evaluate your channel’s data, refine as needed, and assess test

campaign with team, collectively and regularly

Practical Takeaways


Collaboration can bring

more impactful

outcomes than what one

channel can do on its

own.

Set forth a plan, but

realize that it needs to

evolve.

Failure rarely brews

in a structure where

customers are at

the center.

Avoid confirmation bias

through insights“Jobs-To-Be-Done”

Engage cross-functional

teams

Align data with the strategy

Create the test plan and

budget: Start small

#1 #2 #3

BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmaine Madamba

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Transcript of BrightEdge Share15 - DM101: Paid, Owned & Earned Digital Marketing - Charmaine Madamba