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DIGITAL DOLL $ RS AND SENSE JUNE - 2014 - VOLUME V AND SENSE Choosing the Right Digital Marketing Model Page 3 In Canada, Social Media is a Tale of Two Languages Page 4 New Branded Domain Opportunities Page 8 Welcome to Summer 2014 Digital | Distinctive Insights | Online Business Integration Sensible Business CASL & Spam Compliance in Canada ... Page 5

Digital dollars&sense from concentric summer2014

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Welcome to the Summer edition of "Digital Doll$rs and Sense" - the quartlerly publication dedicated to online distinctive insights, news, trends, and online business integration. This edition's topics include: - How to Choosing the Right Digital Marketing Model - New Canadian Privacy Laws (CASL) and their impact to your business - Why Social Media is a "Tale of Two Languages" in Canada - Opportunities for new Top Level Domains We have a new gift to celebrate on Canada Day 2014 - CASL - Canadian Anti Spam Legislation. The new electronic privacy laws provide provide protections for consumers and business. See Page 4 for details you want to know about. Don't miss the Infograph on Analytics and Measurement. It provides interesting insights on how business is quantifying the value of the digital dollars they spend. Enjoy Digital Doll$rs and Sense. Please share. Write back to us with any feedback, comments, likes, concerns, etc - we enjoy hearing from you.

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Page 1: Digital dollars&sense from concentric summer2014

DIGITAL DOLL$RSA N D S E N S E JUNE - 2014 - VOLUME VA N D S E N S E

Choosing the Right Digital Marketing Model Page 3

In Canada, Social Media is a Tale of Two Languages

Page 4

New Branded Domain Opportunities Page 8

Welcome to Summer 2014Digital | Distinctive Insights | Online Business Integration

Sensible BusinessCASL & Spam Compliance in Canada ...

Page 5

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In This Edition

1 News | Digital Trends

2 The Right Digital Marketing Model

3 Social Media - A Tale of Two Languages

3 The Dimensions or Performance

3 AdWords Also Builds Brand

3 Mentions are Neutral Messages

4 Sensible Business | CASL

5 Infographics of Interest

8 Digital Dollar | Insights, Tips, Advice

9 Digital Diction | Helpful Automation

WelcomeWelcome to Summer and Canada’s 147th birthday! This edition shares our insights about the maturation of online marketing. New opportunities exist for marketers and business leadership to create meaningful strategies tailored to their organization type and requirements, with the help of online business integration and data collection statistics. We highlight this on page 3 with the ‘Choosing the Right Digital Marketing Model’ article.

July 1 is also the starting date for Canada’s new Electronic Commerce Protection Regulations (CASL). Our Sensible Business article (page 5) provides a summary about the laws, how the laws will affect your business. We encourage you to be aware of this change and how it affects your business and your electronic communications.

And don’t miss our Insights, Tips and Advice on Top Level Domain registration (page 8), an Infograph on Measurement Musts (page 7) and recent automations tools to make your day easier (page 9).

Have a great Summer!Joe Wozny and the Concentric team

About the Cover Image We have a new gift to celebrate on Canada Day 2014 - CASL - Canadian Anti Spam Legislation. Canada’s new electronic privacy laws provide protections for consumers and business. Will there be complications for Canadian businesses and those trying to do business in Canada from other countries? See page 4!

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News | Digital Trends

Americas Running Out of IP Addresses In April, ARIN, the (North) American Registry for Internet Numbers, announced that it had reached "phase 4" of its IPv4 countdown plan, with fewer than 17 million IPv4 addresses remaining. There is no phase 5. More

Twitter Now Supporting GIFs Twitter announced a small, but awesome change to it’s social network: It will now support the ever-popular animated GIF format. The change, the company says, is live as of this month on the Twitter.com website, Android and iPhone. More

Business Starts to Pay Attention GooglePlus is the network most businesses plan to learn more about (source: SME 2014 Study) In fact, GooglePlus is just as popular as Twitter & has more visitor/viewers than Instagram & Pinterest More

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Choosing the Right Digital Marketing ModelWritten by Joe Wozny

Changes in digital technology are fundamentally altering the way that consumers engage with brands before, during, and after a purchase. Consumers today expect to browse, research, solicit feedback, evaluate, and push the “buy” button at their own pace, and at the time and place - and via the platform of their choosing. Consumers also continue to engage with brands online after a purchase and to share experiences with one another. Much of this consumer journey is beyond the direct control of companies, and marketing organizations are sprinting merely to keep pace.

Concentric has identified five equally successful digital marketing models: Digital Branders, Customer Experience Designers, Demand Generators, Product Innovators and Awareness Builders. A company’s focus for marketing investment might have elements of each, but odds are that one of these models represents the right marketing organization for your company.

Digital Branders are most often consumer products companies or other marketers that focus on building and renewing brand equity and deeper consumer engagement. Their primary goal is to recruit new consumers to the brand and driving loyalty through multiple experiences with the brand.

Customer Experience Designers use customer data and insights to create a superior end-to-end brand experience for their customers. Typically, these companies build their business models around customer service and hope to create an ongoing dialogue and build a loyal customer base.

Demand Generators (typically retailers) focus on driving online traffic and converting as many sales as possible across channels to maximize marketing efficiency and grow their share of wallet. They’re more focused on driving volume and efficiency than on curating the deep, emotional branded experiences.

Product Innovators use digital marketing to identify, develop, and roll out new digital products and services. By helping nurture new sources of revenue, the marketing group increases the value of the company.

Awareness Builders are often service industry companies and not for profit advocates whose interest is being found = relevant to conversation. Brand presentation and informational content are key drivers to consumer use, confidence and perception.

The programs and activities your organization undertakes a re de termined by the M a r k e t i n g m o d e l y o u choose. The model impacts who you hire, where you spend your time and where you spend your digital dollars.1= less emphasis4 = more emphasis

Bottom Line: Choosing the correct model can have a direct impact on your business success. Strategy is "the foundation for your entire online marketing program," according to Circle Studio so take the time to review your current direction and choose a model that meets your needs.

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In Canada, Social Media is a Tale of Two LanguagesIn a study by Headspace Marketing the correct answer depends a lot on language preference and geography. Francophones in Quebec report reading posts from brands carefully whereas English speakers in the rest of Canada showed the reverse behaviour, briefly skimming brand posts. The reasons why French Quebecers stop following brands was also very different when compared to English speakers in the rest of Canada.

Bottom Line: Failure to respond to an inquiry can quickly get your business “turfed” in Quebec while posting too frequently to English speakers in the rest of Canada can have the same effect. More

3 Dimensions to Performance? Interested in a new way of looking at performance indicators (KPIs) when it comes to judging how your marketing program is performing? Consider taking a lesson from the “sports” arena and using three categories of indicators:Outcome metrics - set business outcomes that you’d like to achieve. Be realistic with the outcomes and state your dependencies since there’s items you may not be able to control. Performance metrics - these are action oriented

metrics such as rolling out a new product or marketing program by a specific dateProcess metrics - revolve around the concept of improving “the way things are done”. It could be as simple as improving how an activity consistently performs to methods of reviewing and reporting on response rates. Bottom Line: Categorizing the items that are important to your business may provide perspective and focus when compared to a long list of “to do” items that make it difficult to understand how you are “moving the needle”. More

Adwords also Builds BrandA recent study released from Google reveals that marketers are moving towards search campaigns that build top-of-mind awareness. The search giant’s new report with Ipsos MediaCT finds that branding-focused ads elevate awareness by an average of 6.6 percentage points. Search results with a brand at the top of the page improved unaided brand awareness. Consumers in the test group were asked to think of four more brands that fit into a specific category keyword, resulting in a 26.7 percent rise in unaided brand awareness. The control group brought in a 17.5 percent unaided awareness.When you add in the power of the imagery, the ad copy and the flavor of the brand in cost per click ads you have created something really powerful in search.Bottom Line: Don’t let the information sway you from ensuring you understand why you are advertising and from quantifying the value this provides to your business. More

Mentions are Neutral MessagesIn today’s socially charged world, a simple tweet, post or pin from a customer could prove detrimental or profitable for a business. Most company mentions, however, aren’t connected to a positive or negative message. The overwhelming neutrality of posts is an indicator that people are increasingly relying on social media for customer service. Thursday is also the day influencers interact. More.

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Sensible BusinessCASL & Spam Compliance in Canada

C a n a d a ’s A n t i Spam Legislation (CASL) goes into effect on July 1, 2014. Full details of CASL, from the Government o f Canada’s web site

(titled Electronic Commerce Protection Regulations) may be found here.

There are several good overviews on CASL to consider reviewing. They include:

• An article on how anti-spam legislation can affect your firm from the Canadian Bar Association published by the Canadian Bar Association

• An Infograph titled CASL Spam Overview from Dentons, a global legal practice

• An informed opinion piece on CASLs impact on B2B marketing from nonlinear digital

• Regulatory Impact Analysis from James Moore, the Canadian Minister of Industry

• Opt-in Canada from Constant Contact

In summary, most believe CASL has noble intentions: it’s designed to stem the tide of spam and prohibit phishing, malware and the other “irritations” of the internet age. Many believe there are a host of problems that business will encounter when complying with CASL. Many answers to exactly what problems will be encountered and how they will be resolved are pending.

Concentric’s clients have asked how they adjust their email initiative to comply with CASL. We can not provide a legal opinion but have offered the following guidelines for consideration.

When does CASL apply? If the goal of the message you are sending is to encourage commercial activity, then the message is considered a Commercial Electronic Message (CEM) and CASL applies.

Who does the law apply to? CASL applies to any CEM sent to a person residing in Canada or accessed

from a computer within Canada, regardless of the country of origin of the message.

When do I have to receive permission? You must be granted permission before a message is sent. Permission must be acquired for every channel of communication and every type of communication to be sent.

What type of permission do I have to receive? Permission can be Express (also called Implicit) or permission can be Implied. Express permission requires that the subscriber take deliberate action to add themselves to your list. Implied permission takes place when the conditions of Express permission have not been met but some previous business relationship exists. Note that referrals are not considered consent unless you have required Express permission. This link provides a good summary but when in doubt check the regulation links.

Are there rules on the CEMs that are sent? CEM’s, when sent to a business address, are generally required to be relevant to the role of the individual within a business and to the activities of that business. CEM’s must contain information identifying the sender, as outlined earlier.CEM’s must provide an easy and accessible way for a subscriber to unsubscribe from the list and this must be honoured within 10 days.

Are there any penalties for non compliance? CanadaPost reports possible fines of up to $10 millions dollars. Having your organization identified as a violator of anti spam laws can damage your brand and reduce customer trust. You may be subject to civil suits. Courts may award damages for loss/harm proven.

Bottom Line: Understanding C A S L i s i m p o r t a n t . Consult a legal expert if you

have questions regarding conforming to CASL that your marketing experts can not answer. It may be a case of “asking permission rather than forgiveness” is a sound policy.

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Infographics of Interest - Marketing Data and Consumer PrivacyA total of 62% of consumers are worried about personal information being used for marketing, according to a recent study by SDL. It surveyed more than 4,000 customers in Canada, the United States, the United Kingdom, and Australia to find out what they think about marketing data and privacy.

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Infographics of Interest - Measure .... and Measure Again!Strategy is "the foundation for your entire online marketing program." according to the following Circle Studio infographic. Measurement metrics support a great digital strategy, yet many businesses are not sure what measurements are important. Consider integrating these metrics into your business intelligence.

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Digital Dollar Insights, Tips and AdviceThe Digital Dollar | Sustainable Strategies for Online Success book shares Insights, Tips and Advice related to each chapter’s subject matter which are very helpful for defining and refining your ongoing activities. Ensure you stay current with your digitalroadmap® process with these new updates for your online strategies. More

Q: Should I pay attention to the new Top Level Domains?Over the next few years, the Internet will look like a very different place. More than 1,000 new top-level domains (TLDs) are now joining "heritage" domains, that we commonly know as .com, .info, .net and .org, etc.

That transformation and these new 1000 domains will most likely have a profound impact on how people find and use websites. The change also likely will impact brands beneficially by luring customers away from fragmented social media applications and back to branded environments.

In a survey of brand managers who have applied for new TLDs, 83% said they felt the engagement opportunities available with a branded TLD would be more effective with consumers than with a third-party environment. In addition, 41% said they would reduce their reliance on traditional social media to reach end users once the new branded domains go live.

The TLD expansion presents the first major opportunity for brands to establish a more controlled online presence that is easier for customers to remember, safer for them to interact with and that’s owned by you.

Bottom Line: Closely monitor the evolving relationship between brands and social networks. The pace of change is accelerating, and you will need to understand this changing landscape to continue being successful.

Q: Why should I consider marketing automation?Marketing automation serves many purposes, but its biggest advantage is in enabling marketers to tailor their activities to the customer's buying process—which has changed dramatically in the past few years.

These days, long before a prospective customer is receptive to connect with a salesperson, that buyer has been busy doing all kinds of Internet homework. In short, they control the process, forming opinions about which solutions and vendors can help them, all mostly on their own. Marketing automation provides the structure that allows engagement and nurturing to be executed with relative precision, and at scale during this customer journey. Did you know:

• Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (The Annuitas Group)

• Companies that excel at lead nurturing generate 50% more Sales-ready leads at 33% lower cost. (Forrester Research)

• Nurtured leads make 47% larger purchases than non-nurtured leads. (The Annuitas Group)

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What Readers SayStruggling at times to get my head around the huge world of social media just got a lot smoother! Joe Wozny's ability to take an overwhelming flood of information and refine it to straight forward decision-making and practical actions allows me to embrace social media with relief and even a smile. Who knew that the best resource for my online world would be sitting on my book shelf!? I highly recommend you get a copy of 'The Digital Dollar' and start embracing social media in a whole new way! Whitney McMillan

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The Digital Dictionary - “a glossary for navigating planet Internet” - is found in the back of The Digital Dollar book and online here. In this edition we focus on four helpful Automation Tools for your business.

AWeber - AWeber allows you to send new lead/prospect emails in predetermined intervals so you can guide your potential customers right down the sales pipeline as you would like, every time.

Divr.it - When you write a new blog post, you know that you need to share it across all of your social media channels. But that takes a lot of time. You have to create a new post for each and every one of the channels, so Dlvr.it created an application that makes it much easier. You select your RSS feed and assign it to each account that you want to share your new posts on. And then, whenever a new post is created, the RSS feed automatically distributes the post across all of your social media channels. You can be completely hands off.

TweetAdder - Building a twitter following is tough, and then once you build that following, you really need to be posting regularly in order to really remain relevant. TweetAdder allows you to completely automate your tweeting. You simply upload a list of tweets you want to send out and then you tell TweetAdder the intervals of time between tweets and you’re done. For lead generation, you can also search for your relevant audience using certain keywords, start following them ... and expect a number of those people to begin engaging with you.

Zapier - Zapier allows you to ‘Zap’ new posts from one online tool to another – and works with almost every online platform out there. For example, if you post a new video on your YouTube channel, it will send out a Facebook message. So you can automate events to take place on one platform when another specified event happens on another platform. This is a tremendous time saver and useful if you customize the messaging for each of your online channels.

About ConcentricConcentric helps clients understand the relationship of business to the World Wide Web, social media, mobile, search, paid advertising, email, blogs, content management, kiosks, etc ... all changing quickly ... all challenging to stitch together in an integrated way.

We deliver unbiased strategic digital roadmap plans that align with your business goals... and these plans deliver achievable results. We use our digital roadmap processes to ensure the right online strategy is delivered, the first time. As an “analogy of clichés” we help you “see the forest through the trees”, “make social, mobile and the Internet work for you and your brand”, “surf the online wave to success”, “navigate the digital highway” and “make sense of your cents” online, with confidence!

About Digital Doll$rs and SenseDigital Doll$rs and Sense publication is dedicated to online distinctive insights, news, trends, and online business integration. Background image: Howe Sound BC by Future of Howe Sound Society. Cover Graphics: 123rf.com & JWozny.

Contact Information

CONCENTRIC

t: 604.925.1798 w: www.concentricis.com e: [email protected] s: @joewozny (Twitter)

Digital Doll$rs and Sense was produced 100% digitally. No trees were cut down or harmed in the process. We did use paper from our printers to proof hard copies of this journal while assembling and editing.

Copyright © Concentric.

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