Lafayette Digital Marketing Forum Presentation: How to Reach and Engage Your Multi-Screen Customers
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Transcript of Lafayette Digital Marketing Forum Presentation: How to Reach and Engage Your Multi-Screen Customers
WELCOME
Digital Marketing Forum: How to Reach and Engage Your Multi-screen Customers
Presented by Cox Media and LSBDC
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SPEAKERS
Dan Russell, MixpoJeanne Hurlbert, PhDStafford Kendall, Covalent Logic
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HOUSEKEEPING ITEMS
Index Cards Forum SurveyiPad DrawingToday’s PresentationTweet the Event! #geauxdigital14
Addressing the Multi-screen Consumer
Dan Russell, Director, Cable Partnerships, Mixpo
OVER TIME CHOICES MULTIPLIED…
It’s A Multi-screen WorldMedia Consumption Per Day
9:472:21
2:19
0:36
4:31
Consumers spend on average
each day on screens
It’s A Multi-screen World
Source: Google/Ipsos/Sterling 2012
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MULTI-SCREEN USAGE
Smartphones Dominate
60 Seconds Online?
Source: Qmee: July 24, 2013
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27 BILLIONvideo ad viewed online in January 2014
49 BILLIONonline videos watched in January 2014
Consumers Are Onlineand watching video on every device
Source: comScore January 2014, Accenture Video Solutions Survey 2013
90%
PC/Laptop Tablet Smartphone
81%
21%
44%
89%
33%
53%
2012
of consumers watch video content over the internet
Percentage of viewers consumer video by device
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DEVICE FRAGMENTATION IS A CHALLEGE FOR PUBLISHERS AND
MARKETERS:
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Multi-screen Advertising
Audience Receptivity• Television continues to dominate in
terms of opportunity to engage audience
• Sensitivity needed in addressing multiscreen audiences
• Consider the device and utility
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Video Consumption Across ScreensDifferent habits for different devices
• High engagement / “lean in”• User-generated content• Shorter video clips• Personal, on the go device• More social with video
• Full-length TV shows, movies & series
• Live content• “Lean Back” passive
viewing experience
• “Lean back” & “lean in” • Longer form content• User generated content• Workday / office hours
TV MobileDesktop
Multitasking
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Increase Engagement And KPISwith interactive featuresIncrease awareness & consideration
• PowerShare • Pin It Button• Content Panels• Product Survey• Long Form Video• Product Slideshow• Live Countdown Clock• Video or Product Gallery• Live Twitter & Content Feeds
Drive leads, store traffic & sales
• SMS Alerts• Tap to Call• Tap to Text• Buy Button• Lead Capture• Search Products• View or Print Circulars• Print Coupon or Recipes• Personalized Map + Directions
to Closest Retail Location
Best features for local advertisers
AWARENESS
FAVORABILITY
CONSIDERATION
PURCHASE INTENT
LEADSS
ALES
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LOCAL DEMOS
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Multi-screen Recommendations
How To Leverage ‘Big Data,’ Skyrocket Digital Conversions
Jeanne Hurlbert, PhDConsultant, CEO of MySurveyExpert.com
Sunbury, NC
National Science Foundation
The Power of
Connection
Getting Marketing ROI
3 key elements to marketing success
1. Proof of what you accomplish2. Industry surveys to reveal the 5 core problems
of your niche3. Relate these to your back-end data systems
and marketing
Method #1: Proof
“The Little Company That Could”
• Story of a tiny ecommerce business• Ramped up revenue with NO extra work• Ten days after product ships, automated link to survey
The Result?
• 10-15 testimonials a month • Data-- 95% satisfaction• Over 90% would recommend• Feedback keeps coming
The Big Guys Couldn’t
• $100-million company• Turnarounds• Almost NO proof• Why? • No system!
Suppose You Wanted a Consultant . . .
Consultant B• 100 testimonials• Statistical data: 98% are
satisfied, 90% would recommend
• 30 case studies
Consultant A• 10 testimonials• But. . .• Should I Believe?
Whom Would YOU Choose?
Your Competitors . . .
• Most of your competitors lack proof:• More than 80%, fewer than 10
testimonials• 60% have fewer than 5 case studies• Almost none have statistical data• Opportunity—differentiate!
Surveys Yield Proof
• Surveys provide the key to getting proof without time and expense
• 868 testimonials, with permission to use them, with our “testimonial generator”
• Accessible to everyone
Golden Digital Content!
• Permeate your marketing– appeal to people’s logic AND
emotions• But also use in CONTENT!
Sample Video Script
• How to Solve the Problem of XXXX• One of the big problems I see frequently is that people just don’t
know how to_______• SOLVING that problem can make all the difference in the world,
because it lets you ____• In fact, when I recently surveyed people whom I’ve taught to ______,
the results were amazing• One of those customers now gets HIRED to ____ for other people• Several of these people have gotten JOBS, based on their ______
And Then . . .
• They took whole course, but I want to show you 3 mistakes people make and 3 things you can do, right now, to succeed
• Top 3 mistakes• Top 3 solutions• CTA [possibly tell them that 97% of the customers in your
course were satisfied; and in a world where most people don’t take action, 70%--nearly 3 out of 4—actually _____]
Method #2: 5 Core Problems
Why Don’t More Businesses Create Content?
They Don’t Know What to Create!
Good Digital Content Requires . . .
• Understanding your audience• Comes from
– Outcomes– Strategies– Tactics
• Knowing core problems
What Motivates Them?
• What keeps them awake at night?• What are their core concerns?• What are they focusing on most?• What are their core goals,
challenges?
Useful At Two Levels
• Understand your customers and prospective customers at a deep level– Focus your content, products/services, marketing
• Hold up the mirror in digital content – Position yourself and business– Authority, credibility, thought leadership
How to Uncover? Industry Surveys
Research Foundation—Coaching Company
• Company built on white papers from research
• Lead generation• White papers sold for $50 on Kindle• “Go-to” in the industry
Other Benefits
• Guides content, products, marketing• Solidifies thought leadership• Guides decision making• Garners PR and publicity• Attracts JV partners• Fuels marketing
It Works Anywhere . . .
• Small coaching firm in design space• Survey on a shoestring• 70% opt-in rate on e-book• Over $400,000 in direct revenue from
this campaign
#3: Make The Connection
Big Data
• Big buzz about big data• Lot of noise • Confusion
– What it is– What it means– What it can—and can’t—do for you
• Can produce overwhelm
“Front End” Strategy
Quiz or Assessment
• Quiz—which core problems do you have?• Automate a conversation• Quizzes are fun!• Diagnose the problem, prescribe YOUR cure
For Example . . .
• Tag prospects, send data into CRM• Target follow-up sequences• Follow-up specific to each prospect’s problem(s)
Imagine If You Could . . .
• “We do A, B, C, D,E . . .” versus• “You told us THIS is wrong and THIS is how
we can help you solve YOUR problem”• Automate a conversation with EVERY
website visitor• Show them EXACTLY how you can help
maximize their potential
“Back End” Strategy
Enriching Data
• Missing or hard-to-measure information
• Contextual information• Examples:
– Age, gender, zip code– Household income, marital status,
kids, home market value, education
Predictive Analytics
• Which customers are most profitable?• Which problems do I solve most
effectively?• Which types of campaigns are
generating greatest ROI?• How well am I turning Facebook
“likes” into “Leads?”
Power of Connection
• Automate what my father did, take it to a new level• Connections with them depend on information connections
within your business• Linking next generation’s tool with last generation’s insights
Get Our White Paper: ‘The Hidden Costs of Social Proof’
Text Your Name and Email Address to:225-395-0238
Tell Your Story ThroughSocial Media
Stafford KendallBusiness Ambassador, Covalent Logic
5 Elements of Storytelling
1. Theme2. Venue3. Characters4. Plot5. Conflict
What’s It For?
• Facebook - Strengthening relationships you already have• Twitter - Meeting new customers and vendors• Instagram - Document the story of your business• Pinterest - Establish Brand Identity• YouTube - Slice & Dice video assets to recreate
live experiences• Digital Advertising - Portal to connect
Q&A PANEL