Why Content Marketing should be more content than Marketing? - Digital Marketing Forum 2014
What should your digital marketing services agency be … · Presented by Jed Williams, Chief...
Transcript of What should your digital marketing services agency be … · Presented by Jed Williams, Chief...
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Presented by Jed Williams, Chief Innovation Officer, Local Media Association
‘What should your digital marketing services agency be
measuring?’
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Next Innovation Mission:
Atlanta & Raleigh-Durham| Feb. 5-7, 2018
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Follow us on Facebook, Twitter and LinkedIn
localMediaAssociation @localmediaassoc
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Products & Services > Archived Webinars
All webinars are archived for future access
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Have a Question?Use the question box on your screen
Question
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Survey
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Presented by Jed Williams, Chief Innovation Officer, Local Media Association
‘What should your digital marketing services agency be
measuring?’
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Digital revenue & sales performance:
How well are you doing?
How Do You Know?
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This is a start…
Need more granular data, and causal factors
LEADING
LAGGING
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Possible North Star Metrics
Total Market & Existing Account Penetration
ARPA
Basket Size
Retention / Churn
Revenue Contribution per Product/Vertical
Operating Profit Margin per Product/Vertical
Active Digital Accounts per AE
Digital % of AE’s Book of Business
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Which of these do you put the most value in?
Which can you actually access?
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What % of your total client base buys digital?
What % buys DMS specifically?
Do you break these out separately?
Breadth: Digital Penetration
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31.3%
(but that’s total digital, including O&O)
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What % of revenue comes from
digital-only advertisers? (i.e. non-core)
Borrell data suggests 50-60%
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Dep
th:
AR
PA
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$614
(again, this is O&O + DMS)
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Churn
Source: Harvard Business Review
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Revenue Contribution, per Product
Programmatic / Targeted
SEM / FB Ads
Social Media Mgmt
Websites
SEO
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Operating Profit Margin, per Product
Programmatic / Targeted: 40-50%+
Websites: 50%
- Email: 40%+
- SEO: 40%+
- Social Media Mgmt: 30%+
SEM / FB Ads: 10-20% (only mgmt fees)
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Multimedia AE Benchmarking:
Digital Sales as % of Total Book of Business
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15.6%
(up 2-3% YoY)
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Digital AEs: Base Salary
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~$35k
(Borrell 2013 Comp Report: $34,458)
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Digital AEs – Book of Business : Base Salary
3:1 (or higher)
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Closing Thoughts
- Remember Drucker
- Leading Indicators
- Revenue & Sales
Breadth & Depth
Acquisition & Retention Economics
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Chief Digital Club: Sample Benchmarking Initiative
• What percentage of a traditional AE’s book of business is digital?
• How many digital accounts does a traditional AE carry in their book of business?
• For digital customers, what is their average monthly spend (ARPA)?
• What is your total digital account penetration?
• What are your top 5 verticals in digital sales?
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Jed Williams
Chief Innovation Officer
Local Media Association
@williamsjed
Thank You!