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Magenta Advisory's partner Lotta Kopra on measuring digital marketing success. Mainostajien Liitto, January 2014
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Mainostajien liittoMainostajien liittoMainostajien liittoMainostajien liitto
ThoughtsThoughtsThoughtsThoughts on on on on measuringmeasuringmeasuringmeasuring digitaldigitaldigitaldigital marketingmarketingmarketingmarketing successsuccesssuccesssuccess
27.1. 2014
Lotta Kopra, partner
Magenta Advisory
Purpose and agendaPurpose and agendaPurpose and agendaPurpose and agenda
Purpose:
This material has been created for Mainostajien liitto event. The purpose of material is restricted to stimulate discussion in the discussion board.
Agenda:
• What does digital marketing look like today and tomorrow?
• How shall advertisers measure digital marketing success?
• Discussion: What kind of new competencies and skills do advertisers need to succeed?
11/21/11
The digitalization of consumers’ lives is transforming
marketing towards digital with accelerating speed
• Time consumption online continues to grow, especially
mobile
• Mobile, social and local are business as usual
• Intelligence going into the cloud
• Richer media, especially video
• Relevance, personalization
• Value moving from media space towards consumer
data
• The comeback of Walled Gardens
• Time consumption online continues to grow, especially
mobile
• Mobile, social and local are business as usual
• Intelligence going into the cloud
• Richer media, especially video
• Relevance, personalization
• Value moving from media space towards consumer
data
• The comeback of Walled Gardens
• Time consumption online continues to grow, especially
mobile
• Mobile, social and local are business as usual
• Intelligence going into the cloud
• Richer media, especially video
• Relevance, personalization
• Value moving from media space towards consumer
data
• The comeback of Walled Gardens
11/21/11
Advertisers need partners for different stages of the
digital marketing process
13.2.2014 3
MARKETING MARKETING MARKETING MARKETING
PLANNINGPLANNINGPLANNINGPLANNING
CAMPAIGN CAMPAIGN CAMPAIGN CAMPAIGN
CREATIONCREATIONCREATIONCREATION
MEDIA MEDIA MEDIA MEDIA
ACQUISITIONACQUISITIONACQUISITIONACQUISITION
CAMPAIGN CAMPAIGN CAMPAIGN CAMPAIGN
PUBLISHINGPUBLISHINGPUBLISHINGPUBLISHING
MARKETING MARKETING MARKETING MARKETING
ANALYTICSANALYTICSANALYTICSANALYTICS
MEDIA AGENCIES
ADVERTISING AGENCIES
PUBLISHERS
OTHER SERVICE PROVIDERS
CORECORE CORECORESUPPORTSUPPORT
CORECORESUPPORTSUPPORT SUPPORTSUPPORT
CORECORE SUPPORTSUPPORT
CONSULTANTSCONSULTANTS ANALYSTSANALYSTSCHANNEL
SPECIALISTS
CHANNEL
SPECIALISTS
Sources: Magenta Advisory analysis.
Taking advantage of the wealth of information on
marketing performance is often a major stretch
13.2.2014 4
MARKETING MARKETING MARKETING MARKETING
PLANNINGPLANNINGPLANNINGPLANNING
CAMPAIGN CAMPAIGN CAMPAIGN CAMPAIGN
CREATIONCREATIONCREATIONCREATION
MEDIA MEDIA MEDIA MEDIA
ACQUISITIONACQUISITIONACQUISITIONACQUISITION
CAMPAIGN CAMPAIGN CAMPAIGN CAMPAIGN
PUBLISHINGPUBLISHINGPUBLISHINGPUBLISHING
MARKETING MARKETING MARKETING MARKETING
ANALYTICSANALYTICSANALYTICSANALYTICS
OWNED MEDIA BOUGHT MEDIA EARNED MEDIA
Search traffic
reportsWebsite
conversion
reportsNewsletter
KPIs
Affiliate
marketing ROI SEM
performance Display
metrics
campaign
performanceSocial media
reports Viral campaign
analytics
FUNNEL FUNNEL FUNNEL FUNNEL
PERFORMANCEPERFORMANCEPERFORMANCEPERFORMANCE
Sources: Magenta Advisory analysis.
13.2.2014 5
AWARENESSAWARENESSAWARENESSAWARENESS
CONSIDERATIONCONSIDERATIONCONSIDERATIONCONSIDERATION
CONVERSIONCONVERSIONCONVERSIONCONVERSION
LOYALTYLOYALTYLOYALTYLOYALTY
Business relevance of digital marketing depends largely on
the industry: there is no single right answer
Sources: Magenta Advisory analysis.
MARKETING & SALES FUNNELMARKETING & SALES FUNNELMARKETING & SALES FUNNELMARKETING & SALES FUNNEL
FastFastFastFast----moving moving moving moving
consumer consumer consumer consumer
goodsgoodsgoodsgoods Car salesCar salesCar salesCar sales
EXAMPLES OF WHERE DIGITAL MARKETING FITS IN DIFFERENT INDUSTRIESEXAMPLES OF WHERE DIGITAL MARKETING FITS IN DIFFERENT INDUSTRIESEXAMPLES OF WHERE DIGITAL MARKETING FITS IN DIFFERENT INDUSTRIESEXAMPLES OF WHERE DIGITAL MARKETING FITS IN DIFFERENT INDUSTRIES
TeleTeleTeleTele----
operatorsoperatorsoperatorsoperatorsRetailRetailRetailRetail
13.2.2014 6
AWARENESSAWARENESSAWARENESSAWARENESS
CONSIDERATIONCONSIDERATIONCONSIDERATIONCONSIDERATION
CONVERSIONCONVERSIONCONVERSIONCONVERSION
LOYALTYLOYALTYLOYALTYLOYALTY
The challenge lies inlies inlies inlies in understanding HOW understanding HOW understanding HOW understanding HOW digital marketing
can support business targets
� Category leader in discussion volume
� 80% positive discussion polarity
� 200,000 monthly product site visits
� N/A
� N/A
FMCG COMPANYFMCG COMPANYFMCG COMPANYFMCG COMPANY ONLINE RETAILERONLINE RETAILERONLINE RETAILERONLINE RETAILER
� 80% brand recognition
� 60% top of mind position
� 2,000,000 monthly visits
� <30% bounce rate
� Average visit duration >5 minutes
� 3.0% purchase conversion rate
� €150 average order value
� <40% return rate
� 50% of customers purchase more
than once / year
� +30 Net Promoter Score
ILLUSTRATIVE TARGET SETTING FOR TWO INDUSTRIESILLUSTRATIVE TARGET SETTING FOR TWO INDUSTRIESILLUSTRATIVE TARGET SETTING FOR TWO INDUSTRIESILLUSTRATIVE TARGET SETTING FOR TWO INDUSTRIES
� 80% brand recognition
� 60% top of mind position
� 50% share of voice
Sources: Magenta Advisory analysis.
MARKETING & SALES FUNNELMARKETING & SALES FUNNELMARKETING & SALES FUNNELMARKETING & SALES FUNNEL
13.2.2014 7
AWARENESSAWARENESSAWARENESSAWARENESS
CONSIDERATIONCONSIDERATIONCONSIDERATIONCONSIDERATION
CONVERSIONCONVERSIONCONVERSIONCONVERSION
LOYALTYLOYALTYLOYALTYLOYALTY
OWNED MEDIA
DISPLAY
DISPLAY
DISPLAY
DISPLAY
Digital media planning across owned, bought and earned
media is more complex than its offline counterpart
BOUGHT MEDIA EARNED MEDIA
RETARGETIN
GRETARGETIN
GRETARGETIN
GRETARGETIN
G
AFF
ILIA
TE
AFF
ILIA
TE
AFF
ILIA
TE
AFF
ILIA
TE
SEM
SEM
SEM
SEM
DIRECT
DIRECT
DIRECT
DIRECT
FORUMS
FORUMS
FORUMS
FORUMS
RATIN
GS & REVIEW
SRATIN
GS & REVIEW
SRATIN
GS & REVIEW
SRATIN
GS & REVIEW
S
BLOGS
BLOGS
BLOGS
BLOGS
VIRALS
VIRALS
VIRALS
VIRALS
CAMPAIG
N SITE
CAMPAIG
N SITE
CAMPAIG
N SITE
CAMPAIG
N SITE
WEB &
MOBILE SITE
WEB &
MOBILE SITE
WEB &
MOBILE SITE
WEB &
MOBILE SITE
SEO
SEO
SEO
SEO
NEW
SLE
TTER
NEW
SLE
TTER
NEW
SLE
TTER
NEW
SLE
TTER
APPS
APPS
APPS
APPS
TW
ITTER
TW
ITTER
TW
ITTER
TW
ITTER
FB FANS
FB FANS
FB FANS
FB FANS
MARKETING & SALES FUNNEL
EXAMPLES OF HOW DIGITAL MARKETING TOOLS FIT THE MARKETING & SALES FUNNELEXAMPLES OF HOW DIGITAL MARKETING TOOLS FIT THE MARKETING & SALES FUNNELEXAMPLES OF HOW DIGITAL MARKETING TOOLS FIT THE MARKETING & SALES FUNNELEXAMPLES OF HOW DIGITAL MARKETING TOOLS FIT THE MARKETING & SALES FUNNEL
Sources: Magenta Advisory analysis.
13.2.2014 8
AWARENESSAWARENESSAWARENESSAWARENESS
CONSIDERATIONCONSIDERATIONCONSIDERATIONCONSIDERATION
CONVERSIONCONVERSIONCONVERSIONCONVERSION
LOYALTYLOYALTYLOYALTYLOYALTY
The challenge in planning campaigns is to create relevant
user journeys through the funnel
MARKETING & SALES FUNNEL
EXAMPLE ACTIVATION CONCEPT DRIVING CHRISTMAS SALES IN ONLINE STOREEXAMPLE ACTIVATION CONCEPT DRIVING CHRISTMAS SALES IN ONLINE STOREEXAMPLE ACTIVATION CONCEPT DRIVING CHRISTMAS SALES IN ONLINE STOREEXAMPLE ACTIVATION CONCEPT DRIVING CHRISTMAS SALES IN ONLINE STORE
ONLINE STORE:ONLINE STORE:ONLINE STORE:ONLINE STORE:
� CAMPAIGN
LANDING PAGE
� SEARCH
OPTIMIZATION
� MERCHANDIZING
NEWSLETTER: NEWSLETTER: NEWSLETTER: NEWSLETTER:
� DRIVE REPEAT
BUYERS
BLOGS: BLOGS: BLOGS: BLOGS:
� SEED TO
GENERATE
AWARENESS
DISPLAY ADS: DISPLAY ADS: DISPLAY ADS: DISPLAY ADS:
� TO GENERATE
AWARENESS
OWNED MEDIA BOUGHT MEDIA EARNED MEDIA
SEM: SEM: SEM: SEM:
� TURN AWARENESS
TO TRAFFIC
Sources: Magenta Advisory analysis.
11/21/11
MagentaMagentaMagentaMagenta AdvisoryAdvisoryAdvisoryAdvisory introductionintroductionintroductionintroduction
January, 2014
Lotta Kopra
11
As Finland’s leading technology independent technology independent technology independent technology independent management advisoryadvisoryadvisoryadvisory in digital business –we help clients gain competitive advantage
digitallydigitallydigitallydigitally
12
Baseline of our growth will come from improving our market share within our existing Baseline of our growth will come from improving our market share within our existing Baseline of our growth will come from improving our market share within our existing Baseline of our growth will come from improving our market share within our existing
“high buying potential” clients…“high buying potential” clients…“high buying potential” clients…“high buying potential” clients…
DIGITAL TRANSFORMATION PROGRESS IN DIFFERENT INDUSTRIES
Industrial
goods
Industrial
services
Consumer
goods
Retail
Telecom
Finance
Media
High tech
Digital transformation progress
Travel
Time working on digital transformation
We are supporting many key players in their digital transformation…We are supporting many key players in their digital transformation…We are supporting many key players in their digital transformation…We are supporting many key players in their digital transformation…
Public sector
13
…throughout …throughout …throughout …throughout their digital transformation their digital transformation their digital transformation their digital transformation journeyjourneyjourneyjourney
STRATEGY BUSINESS EXCELLENCECAPABILITIES
DIGITAL MARKETING AND CRM
ONLINE AND OMNICHANNEL COMMERCE
MULTICHANNEL CUSTOMER CARE
DIGITAL PRODUCTS AND SERVICES
MAGENTA ADVISORY OFFERING
14