Building Data-Driven Marketing Programs Understanding Audience Behavior MARKETING EDUCATION SERIES...
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Transcript of Building Data-Driven Marketing Programs Understanding Audience Behavior MARKETING EDUCATION SERIES...
MARKETING EDUCATION SERIES Building Data-Driven Marketing Programs:
Understanding Audience Behavior
Tuesday, May 610:00 am, 1:00 pm, & 3:00 pm
So Many Choices…
Virtual Events
Podcasts
White Papers
EditorialDigest
BuyersGuide
Newsletters Banners Text LinksWebsites
AppsSEO/SEM
Social Media
Magazines
Integration vs Limitation
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• No singular medium is “better” than another– They are different to solve different needs
• The key is to let your marketing objectives drive the correct media mix
• Evaluate on six performance variables
AWARENESS
PERCEPTIONS
POSITIONING
PREFERENCE
THE FULL UNIVERSE OF CURRENT & FUTURE PROSPECTS
The integrated media
pyramid …
Contains a MIXof less complex and
more complex media to drive products
(brands)through the brandadoption process
MOREcomplex media
LESScomplex media
Dept
h of
impr
essio
n pe
r con
tact
Freq
uenc
y of
cont
act
Span
of c
onta
ct
Frequency of contact
Opportunities for qualified lead gen
Opportunities for discussion/interaction
Integrated Media Pyramid
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85% of OFFSHORE and OIL & GAS JOURNAL READERSsay that prior to seriously considering a different vendor or meeting with their rep, they prefer to have already gained insight into the company or product via its communications programs – advertising, promotions, and sponsorships
Source: 2013 Offshore /OGJ Readership Study
Integrated Media Pyramid85% of OFFSHORE and OIL & GAS JOURNAL READERSsay that prior to seriously considering a different vendor or meeting with their rep, they prefer to have already gained insight into the company or product via its communications programs – advertising, promotions, and sponsorships
Source: 2013 Offshore /OGJ Readership Study
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Integrated Media Pyramid
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85% of OFFSHORE and OIL & GAS JOURNAL READERSsay that prior to seriously considering a different vendor or meeting with their rep, they prefer to have already gained insight into the company or product via its communications programs – advertising, promotions, and sponsorships
Source: 2013 Offshore /OGJ Readership Study
Integrated Media Pyramid
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85% of OFFSHORE and OIL & GAS JOURNAL READERSsay that prior to seriously considering a different vendor or meeting with their rep, they prefer to have already gained insight into the company or product via its communications programs – advertising, promotions, and sponsorships
Source: 2013 Offshore /OGJ Readership Study
How Do You Select the BEST Solution?
• It depends on a few key things...– Your marketing objectives– Your success criteria
and…
The latest user behavior data
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Overview of PennWell Petroleum Group’s Research Study
• Purpose: Evaluate website, newsletter, and magazine usages and preferences
• Participant criteria: all active subscribers (magazine and newsletters), website visitors, and followers on social media
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Respondents Profile
60% OF THE
RESPONDENTS HAVE
PURCHASING AUTHORITY
of our the respondents have over 20 years industry specific experience
48%
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65%of the respondents were between the ages of 30 and 60
Under $1,000
9%
$1,000 - $9,999
16%
$10,000 - $24,999
12% Over $25,000
62%
Amount of Purchasing Authority/Influence
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Media Channels Vary During The Buying Process
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At which stage in your buying process do you use the following types of media?
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For business purposes, how has your use of the following media changed in the last year?
Changing Media Consumption
Increased
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Mobile
Apps
Industry W
ebsites
Email Newsle
tters
Digital
Mag
azines
Searc
h Engines
41% 45% 46% 51% 53%
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of the Petroleum audience stated that they are more likely to evaluate products and systems from alternative vendors, compared to 4-5 years ago (i.e. those you have not purchased from in the past)
Buyers Are Evaluating New Vendors
• Key takeaway:─ This highlights the importance of developing a marketing
strategy to ensure you stay top-of-mind and are considered during their evaluation process
56%
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Marketing Communications is Essential for Consideration
Prior to seriously considering a different vendor or meeting with their rep, do you prefer to have already gained insight into the company or product via its communications programs (i.e. advertising, promotion, sponsorships, etc.)
• Key takeaway:─ Consistent advertising will
ensure you are being considered, especially knowing that 56% of the Petroleum audience is more likely to evaluate new vendors this year!
Yes85%
Reasoning ResponseI can be more knowledgeable in the questions I ask
71%
Lets me know what the company stands for (experience, performance, support, etc.)
69%
Gives me perspective about where their products fit versus their competitors
67%
Gives me more assurance that the vendor might meet our needs
59%
Helps me decide whether or not we should contact the company
56%
I feel more confident discussing the solutions with the company
54%
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What Matters to the Buyer?Please rate the following criteria for their importance in making purchasing decisions
• Key takeaways:─ Are you focusing on the key criteria buyers use?─ Brand loyalty isn’t going to cut it any more! It was the least important, by far!
Personal Brand Loyalty
Referral from Colleagues / Peers
Price
Reputation / Brand of Company
Customer Service
Functionality of Product / Specification
Quality
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
25%
38%
54%
58%
77%
87%
91%
Very Important Somewhat Important Not ImportantPetr
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Buyers Respond To Magazine Advertising
Took action after seeing an ad in a PennWell Petroleum print magazine
Fact:• 87% of the respondents said they are very likely or somewhat likely to
click on an online ad if they have seen you before in an industry magazine
83%
90%
Took action after seeing an ad in a PennWell Petroleum digital magazine
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Buyers Respond To Magazine AdvertisingWhat actions have you taken as a result of viewing an advertisement in this print magazine or digital magazine? (check all that apply)
Source: 2013 Offshore Readership Survey
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Key Takeaways– Make sure you are creating messaging that resonates with the
audience to ensure maximum impact!
Getting The Buyers AttentionWhat features make you want to read an advertisement, and/or take an action in this print magazine and digital magazine? (Check all that apply)
Source: 2013 Offshore Readership Survey
Special offers/incentives
Link to specific information on advertiser's website
Visual appeal
Company-focused message
Product-focused message
Technology-focused message
0% 10% 20% 30% 40% 50% 60% 70%
Digital PrintPetr
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How Buyers Use Petroleum’s Magazines
55%
73%
55%
Catch up on news
Learn from case studies
Print Magazine
Obtain essential technical information
53%
69%
49%
Catch up on news
Get information to do my job better
Obtain essential technical information
Digital Magazine
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Industry Websites Are the Most Trusted
53%
72%
Click on ads on Google
Fact
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Click on ads on Industry Websites
Key Takeaway: • Advertisements on
industry websites are trusted more than anywhere else
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Growth in Internet Users
Source: www.internetworldstats.com/emarketing.htm
Fact
Facts: • This is a 1.3M increase
from the end of 2012. Given the world’s population that means over 35% of the world uses the internet.
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Which of the following devices do you currently own or plan to buy in the next 12 months?
Mobile Device Ownership
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Facts: • The top content our audience is accessing on mobile is: email,
search engines, online articles, news stories, and email newsletters
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Sources: http://www.youtube.com/yt/press/statistics.html http://digiday.com/brands/15-stats-brands-should-know-about-youtube/
Video Consumption
Fact: • YouTube’s monthly viewership is equivalent to roughly
10 Super Bowl audiences
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C-Level Executives Use Video For Business Purposes
• A recent study by Forbes asked more than 300 C-level executives from businesses with over $500 million in revenues about their video consumption habits– More than 80% of senior executives are watching more
online videos today than a year ago– 75% said they watch videos on business-related websites
at least once a week• The study also showed that executives were taking action
after watching work-related videos – 65% have visited a vendor’s website after watching a video
Source: http://leadsgenerationmarketing.com/on-b2b-lead-generation-content-and-the-rise-of-videos
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Our Audience Maintains Active Profiles On Social Sites
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67%
49%
15% 14%
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For business purposes, how has your use of social media changed in the last year?
Changes In Social Media For Business Purposes
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What User Behavior Tells Us
• There is no SINGLE media choice • Users rely on a variety of sources including magazines,
websites, videos, events, etc.• They are highly engaged and comfortable with a variety of
media types depending on where they are in the buying process
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Words To Market By
“A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.”
-- Wayne Gretzky
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Thank You!
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Leif NevenerSales Engineer918-527-6853 [email protected] www.linkedin.com/in/leifnevener