Digital baselines amplify marketing effectiveness
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How Digital Baselines Can Amplify Your Marketing Effectiveness Rubinson Partners, Inc. “Food for Thought” Series Joel Rubinson, President [email protected] Blog.joelrubinson.net Twitter: @joelrubinson Also on LinkedIn and Slideshare Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
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Introducing the concept of Digital baselines which amplify marketing spend as they will deliver an ongoing annuity of brand impressions. Starbucks is world class, Levis has a great trajectory, but Old Spice isn't as impressive as you might have thought. Here is how they work, how to build them and what the future will bring.
Transcript of Digital baselines amplify marketing effectiveness
How Digital Baselines Can Amplify Your Marketing Effectiveness
Rubinson Partners, Inc. “Food for Thought” Series
Joel Rubinson, [email protected] Blog.joelrubinson.netTwitter: @joelrubinson Also on LinkedIn and Slideshare
Ideas herein are property of Rubinson Parters and cannot be used without
permission. [email protected]
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
From push to pull to baselines
Understand the idea of digital
baselines
Determine impact
BuildMeasurement strategy
The future
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
Traditional advertising is “push”; advertisers only get the ad impressions they pay for.
In Digital, the consumer can pull messages when THEY choose…by searching, navigating, liking a brand on Facebook, subscribing to a Youtube channel, etc. In a digital age, brand advertising can build “digital
baselines”… generating an annuity of earned and owned impressions continuously into the future.
This amplifies the effectiveness of your marketing spend
From push to pull…to baselines
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
Digital baseline impressions are significant
Tens of millions have chosen to connect to and search for Starbuck’s, building up huge digital brand baselines…it gets well over100 million impressions (earned, owned, and search) each month that it does NOT have to pay for! Baselines include… 33MM Facebook fans, generating 50-100MM impressions
from page updates 16MM searches each month for the word “coffee” (they
show on the first page of search results (probably 50MM+ searches where Starbucks shows up in total)
3MM followers on Twitter 3MM monthly unique visitors to their website Millions of smartphone app downloads which allow for
mobile pay at Starbucks and recharging digital accounts
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
Levi’s Go Forth” campaign built baselines from scratch
Started 2009 Levi’s had a social graph
under 20,000
Today they have: 6MM fans in Facebook 93K followers in Twitter 1MM+ monthly UVs to
their website Generates tens of millions
impressions each month that they do not have to pay for.
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
On the other hand, Old Spice was a campaign with modest residual media effect
Old Spice certainly generated: Sales increases Lots of views on Youtube…over 300MM
views But only created modest digital baselines
2MM+ Facebook fans 300,000 Youtube channel subscribers 200,000 followers on Twitter 20,000 monthly unique visitors to their
website
http://wearesocial.net/blog/2010/08/wieden-kennedys-spice-case-study/
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
Digital marketing goals
You should have two primary goals:Generate short term conversion/sales liftBuild your digital baselinesThese will require different digital creative and
media strategies BUT, to understand how to weigh the two
objectives you need to determine digital baselines’…
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
Digital baseline impact
Key question: what are digital baselines impressions worth? Consultant narrative is not enough…YOU NEED EVIDENCE!
Getting evidence: For sales that occur offline: use marketing mix modeling
(preferably, a newer multi-stage approach) You will probably find that TV advertising not only drives sales directly
but it also drives search, liking a brand on Facebook, following a brand on Twitter, etc. which in turn drive sales
For sales that occur online, use attribution modeling The importance of individual digital brand baselines (e.g.
Facebook vs. owned media visits) will vary for different brands
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
Digital baseline impact evidence
Working with Compete data, I analyzed 63 brands across retail, restaurant, and beauty. Becoming a brand fan on Facebook increased the likelihood of visiting the brand’s website by 85%. http://blog.joelrubinson.net/2012/06/surprising-new-study-on-facebook-marketing-effectiveness-for-brands/
Marketing Mix Modeling I was involved with showed Facebook impressions were significantly correlated with sales and website visits
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
Building brand baselines
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
The case for digital baselines
They are an asset, delivering impressions each month that the marketer does not pay for In effect, amplifying the effectiveness of your marketing spend
They affect the customer relationship in deeper ways, even extending into mobile payment
They can deliver sales lift
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
Paid traditional,
digital
Owned media
Brand preference
and customer interactions
Sharing and endorsement
Paid within social
environment (e.g.
Facebook)
Digital Baseline Building
Use key marketing levers…
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
Digital Baseline Building
Facebook likes
Twitter followers
Search impressions
Owned media, apps users
Youtube, other subscribers
…to build key baselines
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
Paid traditional,
digital
Owned media
Brand preference
and customer interactions
Sharing and endorsement
Paid within social
environment (e.g.
Facebook)
Digital Baseline Building
Levers can build baselines and baselines can build each other
Facebook likes
Twitter followers
Search impressions
Owned media, apps users
Youtube, other subscribers
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
When a marketer makes digital baselines a key objective, they will adopt different communication strategies
More Starbucks, less Old Spice; your objective is to get people to “join your brand” Owned media will offer content, offers, a sense of community, and functionality that
is engaging, sharable, and provides SEO for key terms Digital display will try to drive people to a landing page that encourages them to join
an owned media environment (provide e-mail for rewards, download app, etc.) Advertising on Facebook and Twitter will be increased, to build the number of likes
and followers Facebook updates will have different content strategies:
Practice visual branding; harmonize visuals to make products easier to find in store Induce Facebook fans to download mobile apps Tightly link content from website to Facebook to encourage traffic to owned media
LAST BUT NOT LEAST: CHANGE THE RESEARCH METRICS OF BRAND SUCCESS
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
New metrics of success
If you are using surveys alone to track brands, you are not positioned to succeed in a digital age
Create KPIs comprised of BOTH survey and digital metrics From digital analytics you can measure and track progress
at building digital baselines and the impressions they spawn each month
Modify marketing mix modeling approaches so these new metrics are also variables going into your models
Leverage user-level digital data: Profile users (for learning and more precise ad targeting) Track activity Conduct attribution analysis Link digital baselines (e.g. Facebook oauth permission to
download apps and get offers)
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
What’s next? Cracking the code on mobile to generate shopper impressions A brand impression someone sees while in
“shopper mode” will be more impactful The great majority of sales are planned at home
but occur in physical stores The mobile device is the connection…in the US, it
is probably with half of us at both times and places Marketers must extend digital baselines to
connect both places and phases of shopping Smart phones can bring shopping plans and offers
from home to store
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
The evolution of digital media thinking
Thinking digital advertising would kill TV advertising
All brand building would be via social media
Balanced approach: paid, owned, earned media
Media convergence
Digital baselines
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
If you found these ideas stimulating, Rubinson Partners would love to help you create and measure a digital baseline strategy
Ideas herein are property of Rubinson Parters and cannot be used without permission. [email protected]
Abut Rubinson Partners, Inc.
Started in 2010, Rubinson Partners, Inc. (RPI) is a marketing and research consultancy that has helped equip marketers, research, firms, and digital marketing companies for success in a digital age. Selected assignments:
For a large CPG marketer, evaluate measurement gaps regarding digital data and create a roadmap For Unilever, designed one of the most comprehensive shopper insights digital sensing and social media
listening platforms ever created For AOL and BBDO, consulted on “7 Shades of Mobile” to understand smart phone owners’ usage and
motivations into a new way of defining what we called “behavior markets”. Working with MSA, a leading analytics firm, created a next generation approach to marketing mix modeling
that is specifically geared towards improved estimation of digital and social media impact Conducted numerous workshops on shopper and digital For ShareThis, led one of the largest analyses of social media sharing behavior ever conducted, In partnership with InsightsNow, Inc. RPI created a next generation system for innovation For a major marketer, helping to shape a new approach to digital media measurement Conducted white paper analyses for leading suppliers
Contact info: [email protected]
Joel Rubinson is President of Rubinson Partners, Inc. marketing and research consulting for a brave new world and a member of the faculty of NYU Stern School of Business where he teaches social media strategy. Joel is the former Chief Research Officer at the ARF.
