Selling and Delivering the Promise of Cross-Media
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Selling and Delivering the Promise of Cross-Media Jeffrey Stewart CTO – Trekk Cross-Media
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Historically, it has been both impractical and uneconomical for marketers to customize content for all of the audiences they need to reach. Today, enhanced communication architectures are making it easier for marketers to develop, package and deliver relevant, timely information to customers, employees and business partners in a variety of effective ways. Today’s marketing communication buyers are looking to their traditional communication partners to understand how to best utilize these new tools to deliver an integrated set of communication tools and deliver on the promise of cross-media communications.As your company adds more complex communication services to its traditional set of solutions, keeping your sales force up-to-speed on the terminology and possibility of cross-media communications is critical to effective integration. This webinar will assist your sales force in effectively transitioning your clients to deploying more engaging, customized, personalized marketing across all media – including social media.
Transcript of Selling and Delivering the Promise of Cross-Media
Selling and Delivering the Promise of Cross-MediaJeffrey StewartCTO – Trekk Cross-Media
Presenter
Presentation Notes
YPO - I think the group first needs the basic understanding of why social media can be a great marketing tool (i.e. how and why it influences buyers) and then maybe some practical ways members can utilize it at their businesses, as well as what is and is not working. IPA - Historically, it has been both impractical and uneconomical for marketers to customize content for all of the audiences they need to reach. Today, enhanced communication architectures are making it easier for marketers to develop, package and deliver relevant, timely information to customers, employees and business partners in a variety of effective ways. Today’s marketing communication buyers are looking to their traditional communication partners to understand how to best utilize these new tools to deliver an integrated set of communication tools and deliver on the promise of cross-media communications. As your company adds more complex communication services to its traditional set of solutions, keeping your sales force up-to-speed on the terminology and possibility of cross-media communications is critical to effective integration. This webinar will assist your sales force in effectively transitioning your clients to deploying more engaging, customized, personalized marketing across all media – including social media.
AGENDA
ü Innovationü The Social-Media Mediaü Features of Cross-Mediaü Challenges and Solutionsü Show Me
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INNOVATION STEPS
WHO MOVED MY CHEESE?
ü Shift Happensü Media Trendsü Mass Media Bubble
SHIFT HAPPENS
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http://www.baekdal.com/articles/management/market-of-information/ 2020 - Traditional is dead In the next 5-10 years, the world of information will change quite a bit. All the traditional forms of information are essentially dead. The traditional printed newspapers no longer exists, television in the form of preset channels is replaced by single shows that you can watch whenever you like. Radio shows is replaced podcasts and vodcasts. The websites have a much lesser role, as their primary function will be to serve as a hub for all the activities that you do elsewhere. It is the place where people get the raw material for use in other places. And the websites and social networks will merge into one. Your website and blog is your social profile. Social news, as described previously, is going to be the most important way that people communicate. The traditional journalistic reporting is by now completely replaced getting information directly from the source. Everyone is a potential reporter, but new advances in targeting will eliminate most of the noise. The journalists will turn into editors who, instead of reporting the news, bring it together to give us a bigger picture. The news stream of the future will be personalized to each individual person, and is constantly adjusting what you see - much the same way as Last.fm is doing today with music. Everything will incorporate some form of targeting. You will be in control over every single bit of information that flows your way.
INTERACTIVE IS GROWING
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ZenithOptimedia, April 2009 http://www.zenithoptimedia.com/about/news/
BUT OVERALL SPEND IS FLAT
AS TRADITIONAL DECLINES
DIGITAL SPEND OVERTAKES PRINT
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Companies will spend 119.6 billion dollars on online and digital strategies and 111.5 billion dollars on newspaper and magazine advertisements and other print campaigns US spending on advertising and marketing projected to increase by 1.2 percent in 2010 to 368 billion dollars Spending on newspaper advertising expected to drop 8.2 percent to 27 billion dollars Spending on direct mail marketing campaigns could rise 2.7 percent to 24.4 billion dollars and spending on custom print publications would be 3.0 percent higher at 19.3 billion dollars Print magazine advertising could be up 1.9 percent to $9.4 http://fuelingnewbusiness.com/2010/03/09/new-advertising-study-marketers-to-spend-more-on-digital-than-print-this-year/ Outsell found that accountability is king, and the money is flowing toward measurable media and marketing programs that deliver solid leads Outsell’s “Marketing and Ad Spending Study 2010: Total US and B2B Advertising,” forecasts spending, share, and growth for five media types—online, events, print, TV/radio, and PR/other—and methods used within each, from social networking to mobile/wireless marketing. “Advertisers are directing dollars toward the channels which generate the most qualified leads and most effective branding. As they emerge from the recession, they need more accountability, and they’re spreading their spending over a widening set of options,” said Chuck Richard, Vice President and Lead Analyst, Outsell. Among findings: Print magazine advertising will be up 1.9 percent to $9.4 billion despite the popularity of online channels.�Methods generating the highest B2B ROI are topped by advertisers’ own websites, followed by conferences, exhibitions and trade shows; direct mail; search engine keywords; and e-marketing/e-newsletters.�B2B advertisers see cross-media marketing as most effective; 78% combine three or more major marketing methods.�51 percent of B2B marketers rate Facebook as extremely or somewhat effective, followed by LinkedIn (45 percent), Twitter (35 percent) and MySpace (25 percent).�Outsell surveyed more than 1,000 US advertisers in December 2009. For the report, with publisher recommendations: http://www.outsellinc.com/store/products/912?refid=pr912. ��Read more: http://www.adoperationsonline.com/2010/03/15/marketers-digital-spending-to-overtake-print-for-first-time-ever-according-to-outsell-inc/#ixzz0iHGF4Vj6
EMAIL + SOCIAL MEDIA =
MORE CLICKS!
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Email + Social Media = More Click-Throughs By Howie Fenton on July 28th, 2010 A new report from email marketing provider GetResponse has reinforced the argument that social media links in email communications significantly increases click-through rates. GetResponse’s “Email Marketing and Social Media Integration Report” found that the inclusion of social media sharing buttons in email generated click-through rates (CTR) around 30% higher than email sent with no sharing options. Even more effective was Twitter, increasing click-through rates by 40%. But in order to gain the highest rates, around 55%, more than one social media button needed to be incorporated. http://marketingpowersactivate.com/2010/07/email-social-media-more-click-throughs/
20th CENTURTY MASS MEDIA BUBBLE
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A bubble in communications history
One-To-One is becoming…
“THE SOCIAL MEDIA”
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What is “social media”?
“I used to be in advertising. Now I do things”
Razorfish Chairman, Clark Kokich• Customer experience is your brand
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http://www.clarkkokichblog.com/?p=530 ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1235-36 | Added on Thursday, October 29, 2009, 07:22 PM As Nielsen BuzzMetrics' Pete Blackshaw likes to say, "Customer service is the new media department."
MARKETER’s USE OF SOCIALMEDIA
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http://www.slideshare.net/heliett/socialmediamarketingindustryreport-1414614 Many tools deliver brief packaged messages. They initiate or participate in conversations.
“If you can’t explain it simply, you don’t understand it”
Albert Einstein
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http://www.clarkkokichblog.com/?p=530 ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1235-36 | Added on Thursday, October 29, 2009, 07:22 PM As Nielsen BuzzMetrics' Pete Blackshaw likes to say, "Customer service is the new media department."
INCREASING NUMBERS OF FISH
Q: “ Willie, Why do you rob banks? ”
A: “ ‘Cause that’s where the money is. ”
Willie Sutton
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AdAge article on polls on who do you trust
WHO DO YOU TRUST?
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Trusted sources used to gather information for purchasing decisions http://www.emarketer.com/Article.aspx?R=1007349 ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1074-75 | Added on Wednesday, October 28, 2009, 08:30 PMAccording to a landmark 2004 Yankelovich study, 65% of consumers give serious credit to WOM testimonials—versus 27% who say they are influenced by advertising.
“Trust, but verify”
Ronald Reagan
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AdAge article on polls on who do you trust http://adage.com/article?article_id=141972 http://www.slideshare.net/juliovidarte/a-world-of-connections-the-economist
It’s Just“MEDIA”
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Albeit with the added conversation element… The mastery of this media is called Direct Influeunce Cross-Media campaign allow you to deliver direct inluence
INFLUENCING WITH CROSS-MEDIA
ü Audience Segmentationü Personalization / Relevancyü Multiple Touch, Multiple Channels ü Measurable and Manageable
FROM EVERYONE - AUDIENCE OF ONE
WEB TO EVERYWHERE
FEEDING ALL THE CHANNELS
MEASURE THE RESPONSE - WHY?
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In the days of mass marketing, segmentation and measurement was at best a guess. With digital we can measure exact response and ultimately return. The ration approach lets us stay on track to the goal. The guessing or intuitive approach undulate misses the mark.
ONE-TO-ONE MEDIA
Why does it work?
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PEOPLE WANT RELATIONSHIPS WITH PEOPLE…NOT BRANDS
CHALLENGES AND SOLUTIONS
ü Cross-Disciplineü Reducing Complexityü Testing & Measurementü Rinse, Lather, Repeatü Launch and Learn
CROSS-DECIPLINES
ü People• Graphics Artists, Copywriters, Interactive Designers, Account
Managers, Pre-Press Production, Direct Mail Experts, Programmers, Application Architects, Database Experts, System Administrators
ü Technology• Web Sites, Database Servers, Variable Data Print Engines,
Workflow Management, Email Systems, Digital Asset Management, Ad Networks, Third Party API’s
USE MESSAGE ROADMAPS
To Reduce Complexity
DEFINE AND TRACK TOUCHPOINTS
To GenerateMeasureableROI
“If you can’t measure it, you can’t manage it”
ROI = Return / Investment
ü Return• Value of product sold (profit margin)• Value of Qualified Lead (projected sales)• Value of Customer Lifetime Loyalty (historically)
ü Investment• Fixed Costs
- Campaign Research and Concept Development- Tactic Design and Implementation - Tracking and Measurement Tools
• Variable Costs- List Acquisition and Cleansing- Printing and Fulfillment- Offline and Online Ad Placement- Operation and Measurement
METRICS
ü Cost Per Impressionü Cost Per Clickü Cost Per Conversion
A/B TESTING
Super CrunchersWhy Thinking-by-Numbers Is the New Way to Be Smartwww.bantamdell.com
The End of IntuitionWhy Thinking-by-Numbers Is the New Way to Be Smartwww.bantamdell.com
63% More likely you select Super Crunchers Ad
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The data-driven technologies that enable personalization bring a great deal of additional value. For example, small to mid-size campaigns can now be tested easily and inexpensively. It used to be that you’d had to have a large campaign to justify the cost of testing headlines, images, copy, or lists. Now, you can test everything in very small run sizes. And, testing is critical to optimizing the return on any marketing campaign.
KEEPING SCORE
Low Value Mid Value High Value AllVDP Design A 2500/500/100
VDP Design B 750/490/195
Email A 5000/1000/250
Email B 5000/800/200 2500/400/150
Banner Ad 1 30000/250/50
Banner Ad 2 25000/250/70
AdWords 45000/500/40
$0.3/$1.7/$6.7 $1.4/$7.8 /$28 $11/$18/$45 $0.01/$5/$31
$23,210 for 1055 conversions or $22 each
RINSE, LATHER, REPEAT
ü The Gilligan Effectü Continuous Improvementü Behaviors are A-Changingü Test, Test and Test Again
LAUNCH & LEARN
ü Identify unique segment behaviorü Use test results to refine message and designsü Calculate individual tactic ROIü Refine campaign for next cycleü Or continuously improve midstream
“A good hockey player plays where the puck is.”
“A great hockey player plays where the puck is going to be.”
Wayne Gretzky
SHOW ME
ü Sheffield Bio-Scienceü Shoup Manufacturing
CAMPAIGN ROADMAP
LUMPY
• Personalized tablet bottle• Invitation to visit PURL• Personalized QR Code• Brief product teaser
DIRECT MAIL
• Personalized mailer• Invitation to visit PURL• Personalized QR Code• Brief product benefits
HIGH VALUE TARGET
• Register for a Webinar• Request a sample• Request a meeting• Refer-a-friend
LOW VALUE TARGET
• Less likely to attend • Request a sample• Meet with us• Refer a Colleague
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NOTES:� * Who is going to be doing the social media monitoring?� * What kind of training will they need? Tools?� * Do you have front-line people dedicated to listening efforts, or are you working it into various job descriptions?� * If you’re breaking it out into different roles, which topics/areas is each person responsible for monitoring?� * How many hours can you dedicate to listening efforts per week? Per month?� * What level of time and effort spent will indicate to you that you need more or fewer resources?
MOBILE VERSION
• Full working version of the micro-site• Accessible with the QR CODE• Many referrals to friends
WEB TO EVERYWHERE
ü Catalog Pageü Featured Productü Email Notificationü RSS Feedü Adwordsü Facebookü Twitterü Product Detail
1. Photo2. Thumbnail3. Title/Headline4. Subhead/Status5. Summary/Miniblog6. Part #7. Price
3. Universal High-Back Seat
4. Black, water resistant cordura fabric is suitable for both cap and non-cab environment.
5. Features: Lumbar support, adjustable armrests and upper backrest, adjustable ball bearing slides, backrest reclines and folds forward. Accepts operator pressure switches
6. TS4270
7. $219.95
1.
2.
CONTENT IS STRUCTURED
AND RESUABLE
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Catalog Page
WEB PAGE FEATURED PRODUCT
DIRECT MAIL
DIRECT EMAIL
RSS FEED
GOOGLE ADWORD
Shoup Featured ProductTS4270 - Universal High-Back Seat: Black, water resistant cordura fabric $219.95 ea.ShoupParts.com/TS4270
TWEET
PRODUCT PAGE
MOBILE ECOMMERCE
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Tablet computers will account for 23 percent of all PC sales by 2015.�Source: Forrester Research By the end of 2011 there will be more smartphones in the U.S. market than feature phones. Source: Nielsen
TAKE AWAYS
ü Shift Happensü Multi-Touch and Multi-Channel Worksü Cross Discipline Processesü Continuous Improvementü Launch & Learn
"Technology will never replace people. People who use technology will replace people who don't."
NETWORK WITH ME
Jeffrey StewartPartner/Chief Technical OfficerTrekk Cross-Media
Email: [email protected] Handle: JeffreyAStewartFacebook: JAStewartLinkedIn: jeffreyastewartTumblr: jastewart.tumblr.com
