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Marketing decision makers: Stop thinking tactics, start thinking campaigns

2015 Minneapolis, Mn - Fall AMA Workshops

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Page 1: 2015 Minneapolis, Mn - Fall AMA Workshops

Marketing decision makers: Stop thinking tactics,start thinking campaigns

Page 2: 2015 Minneapolis, Mn - Fall AMA Workshops

© 2015 Capstrat, LLC. All Rights Reserved.

Where does a marketer’s time go?

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Budgets

“I don’t know.” – Response from 50% of marketers when asked how much they could increase incremental profits with a 10% increase in budget.Source: Lenskold Group and emedia

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Technology Email down. Password resets. Smartphone not connecting to Exchange. Internet is slow. Etc. Etc. Etc.

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Information66% of marketers feel overwhelmed by volume of data, 59% are frustrated by how long it takes to receive reports, and 50% said reports lack important information. Source: DOMO Survey, November 2013

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Meetings

37% of employee time is spent in meetings. Managers attend more than 60 meetings per month.Source: InfoCom

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Politics43% of employees say dealing with office politics is their primary time waster. Source: Salary.com

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Updates/ReportsKnowledge workers spend an average of 41% of their time on discretionary activities that offer no satisfaction and could be handled competently by others. Source: Harvard Business Review

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ResistanceOnly 30% of change programs succeed. Source: John Kotter

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The Industry Chasing the next Big Thing.

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Yourselves The average US adult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack 2013

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What is distracting your audience from your message?

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Inundated with brand messages

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Same things as you, and...Fragmentation of media channels

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Newspapers have lost $40 Billion in advertising revenue since 2000. Source: Newspaper Association of America

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So, print is dead?

Gallup: Americans regaining confidence in newspapers, TV news

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How many people are there?

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The number of pieces of mail delivered by the US postal service dropped from 250 Million to 50 Million over the last 6 years. Source: USPS

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The US adult email audience will reach 203.8 million by 2017. Source: eMarketer

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Most popular online activities

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72% of all internet users are now active on social media.

Sharing on social media has doubled between 2011 and 2013. Source: Pew Research and KPCB

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But, social media extends traditional media

HP research found that 72% of sources retweeted most were from traditional media

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80% of all Internet traffic in 2019 will be video. Source: Cisco 2015

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It would take an individual over 5 million years to watch that amount of video.

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62% of Millennials feel that online content drives brand loyalty. Source: NewsCred

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73% of people surveyed wouldn’t care if the brands they used disappeared from their life. Source: Co.Exist

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Customer service interactions are nearly four times more likely to lead to brand disloyalty than loyalty. Source: CEB Research

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Some areas that need extra focus…

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Media convergence

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Customer experience and journey

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How do you help your audiencenavigate the chaos of marketing

today and provide the bestcustomer experience?

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Funnel

• testing/optimization

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Sales, New Members, Advocates, etc

The funnel approach

Awareness/Attention

Action

Desire

Interest

Universe of People

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Planning/Strategy

Action

Desire

Interest

Universe of PeopleAudience

Segmentation

Awareness/Attention

Account PlanningResearch

PositioningMessagingDelivery

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Awareness/Attention

Account PlanningResearch

Positioning

MessagingDelivery

Action

Desire

Interest

Universe of PeopleAudience

Segmentation

Awareness/AttentionPublic RelationsAdvertising

Social Media

Page 37: 2015 Minneapolis, Mn - Fall AMA Workshops

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Interest

Account PlanningResearch

Positioning

MessagingDelivery

Public RelationsAdvertisingSocial Media

Action

Desire

Interest

Universe of PeopleAudience

Segmentation

Awareness/Attention

Direct MarketingSearch

Social Media

Channel MarketingDigital Experience

Native Advertising

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Desire

Account PlanningResearch

Positioning

MessagingDelivery

Public RelationsAdvertisingSocial Media

Action

Desire

Interest

Universe of PeopleAudience

Segmentation

Awareness/Attention

Direct MarketingSearch

Social Media

Digital ExperienceChannel MarketingNative Advertising

WhitepapersLong Form Video

EventsWebinar

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Action

Account PlanningResearch

Positioning

MessagingDelivery

Public RelationsAdvertisingSocial Media

Action

Desire

Interest

Universe of PeopleAudience

Segmentation

Awareness/Attention

Direct MarketingSearch

Social

Digital ExperienceChannel Marketing

Long form video Whitepapers

Events Webinar

Native Advertising

Conversion OptimizationUser ExperienceCall CenterSales Visit

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Content

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Content engine

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Integration enhances visibility and mitigates risk

PA I D M E D I A

Strengths

Visibility

Weaknesses

Credibility

O W N E D M E D I AControl Visibility

E A R N E D M E D I ACredibility Control

Visibility

Control

Credibility

Visibility

Credibility Control

Less More

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The campaign stack: A pragmatic approach to marketing

Air Cover

Demand and Lead Generation

Collateral

Training

Commercial offer

Promotions

Print, online, TV, radio, public relations, online banners/search, podcasts, out-of-home (billboards, airports, etc.)

Direct mail, email, Newsletters, events (real and virtual)

Briefs, presentations, white paper, customer case studies

Workshops, E-seminars, podcasts, online exams

Preconfigured packages, boxed sets, subscription service, starter kits

Bundle discounts, partner incentives, rebates, awards

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Big whooping mistakes

No call to action Bad timing between air cover and demand generation Inconsistent message No training Not telling Sales Telling channel partners before direct Sales or Field Marketing

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The role of marketing automation

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Prevents a leaky funnel and waste marketing effort

Marketing automation is software that automates your marketing efforts. As a result, your sales and marketing teams can work in tandem with one another.

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Marketing automation features

• Technology used to track, prioritize and analyze (leads, customers and accounts)

• Platform for rapid development, testing and implementation of content programs

• Provides the ability to continue conversations across marketing channels, and to hand off those relationships to sales teams

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Perfect tool for integrated campaign management

Marketing automation systems provide a visual representation of the way that every asset and tactic join together to form a cohesive marketing campaign.

Instead of planning your marketing one tactic at a time, you can build and unleash complete, integrated campaigns that are personalized and responsive.

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Marketing automation benefits

• Businesses of all sizes can properly utilize marketing automation.

• It increases the operational efficiency of your business while driving revenue.

• Better leads = increased business and revenue

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Measure what matters.

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Measurement/Analytics

Loyalty

Sales

Attribution

High Value Behaviors

Completion of Task

Likes/Follows

Page/Video Views Time

Spent

Clicks

CTR/CPC

Visits

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Output Reach, touch,

click

Business GoalsAdded value

Outcomes Knowledge,

opinions, attitudes

Organization Targeted groups Tactics/media/channels

Total measurement

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Dive into the data

Behavioral, demographic, perceptions

Website data, survey results, customer database, CRM

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Back up your data with more data

Secondary research adds new dimension to your existing data and supports your insights. Tools you can use:

• Google Trends • Yahoo! Clues • eMarketer • comScore • Forrester • Nielsen

Page 59: 2015 Minneapolis, Mn - Fall AMA Workshops

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Segmentation is key

• Create content for each target group using messaging that resonates with them

• Reach them WHERE and WHEN they consume media

Identify your targets. Create personas.

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Measure, refine, optimize

• Measure the success of the campaign. Are you close to meeting your target goals?

• If not, what needs to change?

• Make the change, and start over again.

Optimization cycle

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Why test?

Only way to truly know what works and what doesn’t for your industry, customers and products No opinions No “best practices” No “design for design sake”

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What can you test?

Processes/ user workflows Landing pages Campaigns Design Content Marketing promotions

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Testing tools

www.conversion-rate-experts.com/split-testing-software/

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Thank you Shane Johnston e. [email protected] t. @shanetjohnston Jon Barlow e. [email protected] t. @Jon_Barlow www.capstrat.com