PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT...

42
© 2019 eMarketer Inc. Epic Experiences & the Future of Marketing Michael Brenner CEO Marketing Insider Group Douglas Clark Global Director, Public Relations eMarketer Sponsored content presented on behalf of MODERATOR December 17, 2019 Tech-Talk Webinar PRESENTER

Transcript of PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT...

Page 1: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

© 2019 eMarketer Inc.

Epic Experiences

& the Future of

Marketing

Michael Brenner

CEO

Marketing Insider Group

Douglas Clark

Global Director, Public Relations

eMarketer

Sponsored content presented on behalf of

MODERATOR

December 17, 2019

Tech-Talk Webinar

PRESENTER

Page 2: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

Epic experiences and the future of marketingMichael Brenner @BrennerMichael

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To CREATE EPIC EXPERIENCES, OUR CONTENT MUST COMPETE WITH…BABIES

KITTENS

AND . . .

Source: Giphy

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Marketing Has

a Marketing

Problem

Page 5: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

The CMO of ?Chief Growth Officer:

Sales -2% / -7%

“In order to make people love Coca-Cola we need to show

ads of people who love drinking Coca-Cola.”

Source: AdAge

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80% of

CEOs NOT

HAPPY

With CMOsONLY 20% NOT SATISFIED

WITH COO / CFO / CIO / CHRO~ FOURNAISE GROUP

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Hey CEO, what should Marketing DO?

• LEADS • REVENUE • ROI

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“I want a new logo.”

CEO

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“We need a new brochure, and…”

Sales

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“Let’s run some ad campaigns!”

@BrennerMichael

Marketing

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“We need to recruit some nice people.”

@BrennerMichael

HR

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“Keep costs down!”

“Comply with this new procedure!”

@BrennerMichael

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“We need more content!”

Page 14: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

“What’s the

ROI?”@BrennerMichael

CEO

Page 15: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

60-70%of the content we create goes completely

unused.@BrennerMichael

Page 16: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

WHYDO WE DO

ALL THIS STUFF

WE KNOW WON’T WORK

@BrennerMichael

Page 17: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

Behind every

bad Marketing idea is an

executive who asked for it.

@BrennerMichael

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C h a r i t yB u s i n e s s I n st i n c t

Marketing That Attracts Buyers

Content Marketing

What We

Publish

WhatCustomers

Want

Empathy

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S r . D i r e c t o r , C o n t e n tC l e v e l a n d C l i n i c

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How can I show our executives what truly makes us different?

S r . D i r e c t o r , C o n t e n tC l e v e l a n d C l i n i c

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www.health.clevelandclinic.org

http://www.health.clevelandclinic.org/
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1 article / day for 5 years

Page 23: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

0

100

200

300

400

500

600

A FEW TIMES

A YEAR

< MONTHLY 1-2X PER

MONTH

1-2X PER

WEEK1 PER DAY

MORE THAN

1 PER DAY

TRAFFIC / CONVERSIONS BY PUBLISHING CADENCE

IND

EXED

TR

AFF

ICTip 1: Frequency Drives Results

2-4 articles per week

Page 24: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

Content Marketing

What We

Publish

WhatCustomers

Want

Empathy

Tip 2: Focus on Buyer interests

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HOW DO YOU EXPLAIN THE IMPORTANCE OF

EMPATHYTO EXECUTIVES

WHO DON’T HAVE ANY?

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Content Marketing Programs Are Digital

Assets With Real Value That Grows Over Time

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COMPOUNDING RETURN OF CONTENT MARKETING

-

100,000

200,000

300,000

400,000

500,000

600,000

0

100

200

300

400

500

600

Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15

Traf

fic

# A

rtic

les

Content Marketing Revenue

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Tip 3: Sell The Business Case

RETAIN

CONVERT

ENGAGE

REACH Using the keywords they use,

Creating the content they want,

Converting them to sales, and

Retaining that engagement.

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HOW DO WE

GET

EVERYONE

ON BOARD?

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B r a n d C o m m u n i c a t i o n sC a p G e m i n i

Annual Goal:

1. Increase Revenue

2. Elevate our Experts

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P h i l M i c k e l s o n

C h r i s t e l B o e l j o n

T i g e r W o o d s

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Sponsor a Golfer?

Sponsor a Golfer!!!

Pushed back

Page 35: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

@BrennerMichael

Customer

What’s In It

For The Customer?

Page 36: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

Tip 4: Answer Customer Questions

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Ask: 0.1% sponsorship

Goal: 1. Raise Awareness

2. Elevate Experts

Result: 1M+ visitors

Result: $1 Million in Sales

@BrennerMichael@BrennerMichael

Page 38: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

Sponsor a Golfer?

Sponsor a Golfer!!!

Pushed back (again)

Page 39: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

Results : $24 Million in Sales

@BrennerMichael

Ask: Double the budget

Measure: Double Awareness

and Sales

Tip 5: Activate Your Experts

Page 40: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

1. Frequency = Results2. Focus on buyer interests3. Sell the business case4. Answer customer questions5. Activate your experts

For EPIC Customer ExperiencesAnd Better Business Outcomes

The Formula for EPIC Experiences

Page 41: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

Thank You!Michael Brenner

@BrennerMichael

Page 42: PRESENTER Epic Experiences - eMarketer...Dec 17, 2019  · COMPOUNDING RETURN OF CONTENT MARKETING-100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14

© 2019 eMarketer Inc.

Epic Experiences & the

Future of Marketing

Please submit any questions you have and we’ll do our best to address them! All

registrants will be receiving a follow-up email with a link to view the on-demand

materials.

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Michael Brenner

CEO

Marketing Insider Group

Douglas Clark

Global Director, Public Relations

eMarketer

Sponsored content presented on behalf of

MODERATOR

December 17, 2019

Tech-Talk WebinarBegins at 2:00 PM ET

PRESENTER


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