Digital Marketing in a Downturn - eBizITPA Presentation
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Transcript of Digital Marketing in a Downturn - eBizITPA Presentation
The old playbook…
―…build a recession
marketing plan based
on the firm‘s strategic
capabilities‖
―…response to the
recession varies by
geography, sector and
firm size‖
Crisis In Mass Marketing 18%: Proportion of TV advertising campaigns generating positive ROI
54 cents: Average return in sales for every $1 spent on advertising
256%: The increase in TV advertising costs (CPM) in the past decade
84%: Proportion of B2B marketing campaigns resulting in falling sales
100%: The increase needed in advertising spend to add 1-2% in sales
14%: Proportion of people who trust advertising information
90%: Proportion of people who can skip TV ads who do skip TV ads
80%: Market share of video recorders with ad skipping technology in 2008
95%: The failure rate for new product introductions
117: The number of prime time TV spots in 2002 needed to reach 80% of adult population – up from just 3 in 1965
3000: Number of advertising messages people are exposed to per day
56%: Proportion of people who avoid buying products from companies who they think advertise too much
65%: Proportion of people who believe that they are constantly bombarded with too much advertising
69%: Proportion of people interested in technology or devices that enable them to skip or block advertising
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. xix
Reprioritize marketing vehicles
Reevaluate the
effectiveness of current
vehicles
Shift 10-15% into new
media
Conduct a marketing
audit, don‘t just do
guesswork
Over Half of Online Adults…
75% of online adults
18-24 have a profile
on a social network site
57% of online adults
25-34 have a profile
on a social network
The Writing is on the Web
Forrester: By 2008, online marketing activity will be more ubiquitous that anything except in-person events (including sales calls!)
DMA: In 2008, online marketing efforts will be the dominant media for B2B initiatives
CMO Council: B2B decision makers spend 5+ hours every week researching product information online
KnowledgeStorm: 89% of business & IT professionals state that online content has a major impact on their vendor preference and selection
In 1965, it took three TV ads to reach 80% of adults by 2002, it required 117
360 Digital Marketing World
Online Media
NewsCommunity
sites
Special Interest
EmaileNewsletterseCardseMail
Wikis
FolksonomySocial
Bookmarking
Digital Devices Phones DVR
(Tivo)PDAs Game
ConsolesMicrocasting
VBlogs
Digital Radio
WebcastingPodcasting
Syndication
Real Simple Syndication (RSS)
Content Partnerships
ConversationsBlogs
Listservs
Message Boards
Chat Rooms/Events
IM
Text-messaging
Photo Blogs
Viral Content
Web SitesPress Rooms
w/RSSOnline
AdvertisingGames & Contests
Search
Keyword Marketing
Blog Aggregators
Blog Search Engines
Search Engine Optimization
Manifestos
eAlerts
Citizen Action
Meetups
Source: Ogilvy
The Conversational Sales Funnel
be aware
consumer generatedmarketer generated
consider
buy use
form opinion
talk
games
crmsearch
directories
educational marketing
event and sponsorship marketing
wom/ social networks
?
?
???
advertising, PR, publishing
mobile marketing
Source: Digital Voodoo
Six Digital Strategies for
Surviving the Downturn
1) Make it ALL Accountable
2) Build Your Addressable Customer Base
3) Digital Intimacy (stay close to your customer)
4) Start and Keep doing Search (SEM+SEO+SMO)
5) Engender Trust
6) Don‘t ignore the power of Social Media
1. Digital Accountability
“Marketing executives are seeking accountability
and measurable results. Data-driven marketing is
an increasingly important component of corporate
marketing campaigns.”
—Mike Iaccarino, chief executive, Epsilon, in a press release
Even online marketers show room for improvement in
accountability. In a Marchex-commissioned survey
conducted by Sterling Market Intelligence in October
2008, only 25% of national advertisers said they were
measuring ROI for their online marketing campaigns.
Success Metrics
Reach
How many hear your message?
Acquisition
Who’s attention did you get?
Conversion
What information did you gather?
Who can you contact as a “lead”?
Retention
Who follows you after the acquisition?
Build Your Value Funnel
Define your critical actions
Map against your sales
process/sales funnel
Track to conversion
Wash, rinse, repeat
2. Build Your Addressable Customer Base
Everything = Data, ―CRM mentality‖
Capture mechanisms at every turn (capture
attention & capture data)
Get comfortable with the data – it‘s all about the
data!
Setup data-driven trigger points to nurture your
prospects along
For Example: In 2001, ADC communications, a competitor to Lucent, Cisco and Nortel
saw it’s sales degrading to the point of a 27% dip. The immediately retrenched, changed
course, implemented a recession marketing & sales strategy and gained market share on
each of their major competitors that they retain to this day.
Jeep‘s ―Jeep 2.0‖ Strategy
1. Portals (using contextual/Google and behavioral/AOL targeting)
2. An IM avatar development program
3. Online video - A new campaign site which was redesigned to host rich-media offerings like video vignettes
4. Virtual "test drives―
5. Ads on free music download sites with viral marketing (pass this song on to your friends capability)
6. Microsites
7. Traditional TV with product placement
8. Events and bowl games - An online fantasy football sponsorship w/print component
9. Print ads
Jeep –
The way beyond trail
A choose your own adventure
interactive film
User integrates him/herself directly
into the video and story reflects
their personal registration selections
Program provides clues in exchange
for ―tell a friend‖
Product directly integrated and
demonstrated through plot line of
film
3. Digital Intimacy
Build your tribe
E-Mail: Still a Great Medium for Staying in Touch
Meet them in their medium
Build brands & communities
of fans, don’t just advertise
This is the paradox of ambient awareness. Each little update — each
individual bit of social information — is insignificant on its own, even
supremely mundane. But taken together, over time, the little snippets
coalesce into a surprisingly sophisticated portrait of your friends’ and
family members’ lives, like thousands of dots making a pointillist painting.
- Clive Thompson, NYT Magazine
Build Community in Niche Networks
Over 350,000 pets
Approx. 700 new each day
Beyond Students
Real Estate
InvestmentsMoms
My Space Politics
4. Start and Keep doing Search (SEM+SEO+SMO)
Search provides a strong, highly
measurable ROI for marketing dollars
spent.
Search garners click-through rates that
exceed all other forms of online
advertising.
Search offers marketers the potential for
immediate sales online, as well as for
online and offline sales at a later time.
Search can even enhance brands.
Over 80% of consumers and
businesspeople engage in on a regular
basis
Search is Integrated…so Integrate It!
(almost) Everything
digital/web based can
contribute to search
Integrate search
components into ALL of
your marketing (PURLS,
―Google This‖
Engender Trust
Trust is the currency of brands, and it has never been harder to
create or hold on to.
Reviews, recommendations, friends, experts, thought
leadership…all trusted!
Do everything you can to make your product and customer
service as good as they can possibly be.
Emphasize listening over loud-speaking.
Adapt your marketing messages to be more real.
Consider building a community where consumers can weigh in.
Take the bold move of embracing customer ratings and
reviews.
Become a Thought Leader
Be Generous With Your Knowledge Share beyond the marketing speak
Be Consistent Calendar your activities – daily, weekly, monthly
routine
Always Deliver Value Listen, think, revise, teach, repeat
Take A Stand Take your strong positions to market
Focus On The Long-term Benefits Track your results in months & years
The conversations are powered by…
Blogs
Widgets
Micro Blogs
Online Chat
RSS
Social Networks
Social Bookmarks
Message Boards
Podcasts
Video Sharing Sites
Photo Sharing Sites
Virtual Worlds
Wikis
(…just to name a few)
Social Media for Small Business
Caminito Argentinean
Steakhouse is a single-
location restaurant in
Northampton, Mass
Using a website, local ads,
blogging, video, Twitter,
MySpace and other digital
tools to drive business
Just Your Average Social
Media Steakhouse…
In addition to the blog, Caminito leverages social media by the following means:
Prime cuts blog and YouTube TV channel, including videos on Viddler
Consistent PR
A monthly e-newsletter is sent to an opt-in email list to announce special events, special menus
and more.
Caminito is very active on Yelp! and includes a link on its website to encourage users to leave
reviews there.
Web analytics are monitored at least weekly and sometimes daily to see where traffic is
coming from, judging return on investment for certain campaigns and promotions and make
site enhancement decisions.
The restaurant has a MySpace page to reach the college age crowd with several area
universities and colleges nearby. They post bulletins, blog posts and events there.
Caminito also uses Upcoming, Facebook, Twitter, Plurk and FriendFeed, networks through the
Answers section of LinkedIn and has a Flickr account for restaurant-related images.
Martell‘s Holistic Strategy
Holistic strategy, not just
social media
Advertising, customer
relations, vendor relations,
public relations, website
execution, social media
Strategic process of defining
their audience, establishing
their objectives, developing
strategies to accomplish
those objectives with the
audience and then decided
the tools
Indium Social Media Strategy
25% reduction in marketing spend
Major account wins
Entire organization involved
in the ‗community‘
B2B Discovers Online Videos
It is my goal to meaningfully engage my audience and draw them in.Video offers anenhanced ability to do so (especially when compared to static posters/graphics). Rick Short, Indium
Multiple Uses
Multiple Customer Touch Points
A Few Good Stats
Over 11,500 unique visitors to the virtual fashion show 9/12 launch
Over 42,000 page views
16% of fashion show visitors have been converted into online Goodwill shoppers
Fashion Show Visitors from 31 countries and 48 states plus DC
48% of fashion show visitors are from the DC, MD, VA region (the area we serve)
Blog is averaging between 600 & 700 visitors a week
5.6% of blog visitors are being converted into online Goodwill shoppers
Blog visitors from 77 countries and all 50 states
Brick & mortar stores during the two weeks following the launch of the fashion show:
Customer count + 6.6%
Rack sales (clothing) + 16.5%
Total sales + 8.275%
http://dcgoodwillfashions.blogspot.com/
Digital & Social Media Strategy in 8 Parts
Part 1: Learn to Listen
Part 2: Join the Conversation
Part 3: Start a Blog (or… Be the Media)
Part 4: Tap into Your Community
Part 5: Crowdsource Your Next Big Idea
Part 6: Harness the Power of Social Networks
Part 7: Share Photos and Videos Online
Part 8: Measure Your Success Online
Learn to Listen
Where are your customers online/offline?
Blogs, Social media tools (e.g. LinkedIn Answers), Discussion Forums, Twitter, etc…/Events
Monitor these conversations:
Find your brand using Google Alerts, Keotag.com, Boardreader.com and Technorati.com
Use a central tool to track the different conversations happening around your company. Most online conversations are RSS enabled, barring a few Yahoo! groups that don’t support RSS. Use a RSS reader (e.g. Bloglines.com) to gather all these conversations into a central repository and create a folder that you check on a daily basis.
For Example: Best-in-class organizations pursue social media listening as a daily
discipline and have a response strategy to engage in the conversation if necessary.
Join the Conversation
Be transparent. Be open and
honest in all communication.
Be ethical. Live by the WOMMA
Practical Ethics Toolkit
Be relevant. Share information
and perspectives that are valuable
to the online community
Personalize and be personable.
Address negative discussion
head-on.
Court evangelists & advocates.
Even if you‘re not ready to join the conversation, it pays
to have a sound strategy for dealing with any social
media conversation taking place about your brand.
Be the Media (or, Start a Blog)
Feature a link to the
blog on your company
home page.
Employ a team of
bloggers.
Provide guidelines to
bloggers.
Share company news and thought leadership.
Post a combination of written word, photos and video.
Link generously to other digital influencers.
Allow moderated comments to foster a two-way conversation.
Tap Into Your Community
Community members can
be worth 30% more
Tap the power of your
customer base
Increase long-term
lifetime value
Involve them in
something meaningful
Know what customers
really want to buy
Crowdsource Your Next Big Idea
Define an idea
management process.
Design and develop the
online community.
Promote the community
with your customers.
Invite them to contribute.
Post questions to spur
their thinking.
Celebrate great ideas.
A Crowdsourced Business
Seventh Generation, a leading green consumer
products company, used a crowdsourcing approach to
design an eco-friendly diaper bag as part of its Wee
Generation campaign. Mommies, children and leading
environmental experts collaborated to design a state-
of-the-art, limited edition bag, which Seventh
Generation now sells.
Harness the Power of Social Networks
Connect with your customers
in their network.
Facebook, LinkedIn, MySpace,
etc…
Build applications for them in
their networks.
Assign someone in your
organization as the
‗community manager‘.
If you build it, they won‘t
come – put together a sound
seeding strategy
Share Photos and Videos Online
Create a brand channel on
YouTube.
Upload your company‘s videos to
your YouTube channel
Adds to your search results
• Promote your company‘s YouTube
channel or specific videos on your
Web site, emails, newsletters.
Engage your audience by
encouraging them to add
comments, rate videos, share
video.
Update your content frequently to
keep it fresh. This is critical to keep
people coming back.
Measure Your Success Online
The value of social media presence can be calculated by simple methods:
ReachHow many people are influenced by our social & digital media efforts?
AcquisitionHow much of their attention have we acquired through connections, website visits, and time spent engaging with us?
ConversionHow many have we ‘converted’ toward the ultimate goal (subscription, sales, leads, registrations, evangelists, etc.)?
RetentionAre we reducing customer churn, lowering our overall cost to serve, increasing the purchase value/volume/frequency, and growing the lifetime value of our customer base?
“Every brand needs to be relevant and part
of a community. They need to open a
dialogue with their consumers, but they also
need to be prepared for what could be
negative feedback and I don’t think all
marketers are ready for that.”
- Bob Ivins, EVP, comScore
How to control millions of inaccurate
and divergent conversations ?
YOU DON’T
Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go.
A.G. Lafley, CEO and Chairman of P&G, October 2006
(cc) Lynette Webb, 2006
Five Keys to Social Media Success
Be Generous With Your Knowledge Share beyond the marketing speak
Be Consistent Calendar your activities – daily, weekly, monthly
routine
Always Deliver Value Listen, think, revise, teach, repeat
Take A Stand Take your strong positions to market
Focus On The Long-term Benefits Track your results in months & years
Social Media Homework!
Find blogs in your area of interest
Seek out podcasts for marketers (or whatever you fancy) in iTunes or Podcast Alley
Sign up for a free RSS reader (Bloglines, Google Reader) and consume feeds
Join LinkedIn
Anyone not visited YouTube yet? Look for your favorite things there too
Social Media Extra Credit
Become a regular commenter on blogs that interest
you
Join Facebook & ask a question on LinkedIn
Start a blog of your own on a topic of your choice
Create a podcast
Switch over some of your newsletter subscriptions to
RSS feeds
Get a Flickr account to share photos