The Dichotomy of Digital Marketing



                                           CRM Metrix
                              ...
| CRM Metrix customer listening solutions | 2009
The Dichotomy of Digital Marketing
 The Dichotomy of Digital Marketing
Quantity:                                       Qua...
The Dichotomy of Digital Marketing
  The Dichotomy of Digital Marketing
Quantity Examples:                      Quality Ex...
The Dichotomy of Digital Marketing
  The Dichotomy of Digital Marketing
Quantity Measurement:
Quantity Measurement:       ...
So, which model is right?
        So which model is right?
First, start with your brand strategy. What are 
    your goals...
What Strategy?
                         What Strategy?

           Loyalty
                                               ...
Consider All Online Brand Experiences
                            p
                                          Blogs
      ...
Brand Website as CRM: Platform to Build Relationships




Source : CRM Metrix primary research conducted 1st quarter 2009,...
Brand Website as CRM: Platform to Build Relationships




Source : CRM Metrix primary research conducted 1st quarter 2009,...
Brand Website as CRM: Platform to Build Relationships




Source : CRM Metrix primary research conducted 1st quarter 2009,...
The brand website is the most trusted form of advertising
                                              advertising.




 ...
Brand Website as CRM: Platform to Build Relationships




Source : CRM Metrix primary research conducted 1st quarter 2009,...
Brand Website: A Key Influencer of Purchase




Source : CRM Metrix Brand Website Survey conducted 1st quarter 2009, US re...
Brand Website: A Key Influencer of Purchase




Source : CRM Metrix Brand Website Survey conducted 1st quarter 2009, US re...
Brand




                                                               Blogs
  TV                                       ...
Therefore, o oth
Therefore, Do Both


                                    …But measure it!
                               ...
Is this already being done?
Is this already being done?




       | CRM Metrix customer listening solutions | 2009
What is Wrong with Online Measurement?
              g
1. Decisions being made without consumer input; designing brand 
  ...
Unified Measurement
               Unified Measurement

Banner Ads                                                   Banne...
The Standard Metrics
       The Standard Metrics
Category Affinity, Brand Affinity, Purchase Stage,
Demographics


Purchas...
The New Standard Research Methodology
The New Standard Research Methodology
  Optional
  O i    l                       St...
SiteCRM Six Dimensions
SiteCRM™ Six Dimensions




     | CRM Metrix customer listening solutions | 2009   23
Best
B t                                              9
Site Re design
     Re-design
Practice
P      ti                  ...
SiteCRM Best Practice #1:
     SiteCRM™ Best Practice #1:
Provide an instantaneous experience.
Key Metrics                ...
SiteCRM™ Best Practice #2:
  Ensure that goals are easily achieved.
                                                      ...
SiteCRM™ Best Practice #3:
Relationship is more important than 
  site satisfaction at driving sales
  site satisfaction a...
Consider All Online Brand Experiences
                            p
                                          Blogs
      ...
Ad and Targeting Effectiveness
Ad and Targeting Effectiveness
                                                 Quantity Me...
The Creative Performance Report
The Creative Performance Report




         | CRM Metrix customer listening solutions | 2...
The Centralized Performance Report
The Centralized Performance Report




           | CRM Metrix customer listening solut...
Reporting Key Metrics within the Organization
Reporting Key Metrics within the Organization

                             ...
| CRM Metrix customer listening solutions | 2009
The End Result
                The End Result
1.   Do it all
2.   Measure it
3.   Match it back to strategy
              ...
Thank You!
Question & Answers
Q    i &A




                                               Melissa Morrison
              ...
About CRM Metrix, Inc.
CRM Metrix is a global market research company offering leading digital market research solutions 
...
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CRM Metrix Digital Hub Sept 25 2009

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Our presentation to the Digital Hub Non-Conference: The Dichotomy of Digital Marketing. Reach vs. engagement, push vs. pull; which is the right strategy? What is the role of the brand website in this evolving realm? We share measurement methodology and best practices.

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CRM Metrix Digital Hub Sept 25 2009

  1. 1. The Dichotomy of Digital Marketing CRM Metrix Melissa Morrison VP Morrison, Friday, 25 September 2009 | CRM Metrix customer listening solutions | 2009
  2. 2. | CRM Metrix customer listening solutions | 2009
  3. 3. The Dichotomy of Digital Marketing The Dichotomy of Digital Marketing Quantity: Quality: • Reach • Engagement • G GRP model d l l • 1:1, Personal • MMM analysis • Customized • Distribution, go  • Centrality, where the most  p importance of the  eyeballs are brand website | CRM Metrix customer listening solutions | 2009 3
  4. 4. The Dichotomy of Digital Marketing The Dichotomy of Digital Marketing Quantity Examples: Quality Examples: • Reckitt‐Benkiser • Foursquare location‐ using cheap volume  using cheap volume based messaging based messaging buys for reach • Hapa Sushi on Twitter • P&G Unilever P&G, Unilever  • C t Create your own  inputting clicks and  Dunkin’ Donut hits to MMM to show  hits to MMM to show • Travelocity emailed   ROI packages after a  search on India | CRM Metrix customer listening solutions | 2009 4
  5. 5. The Dichotomy of Digital Marketing The Dichotomy of Digital Marketing Quantity Measurement: Quantity Measurement: Quality Measurement: Quality Measurement: • Number of views • Open‐ended listening • Eyeballs b ll • Target audience  di • Impressions profile • Conversions • Word of  • Sales Sales  mouth/influencers • Behaviors • Pieces of creative • Attitudes | CRM Metrix customer listening solutions | 2009 5
  6. 6. So, which model is right? So which model is right? First, start with your brand strategy. What are  your goals?   ‐ Build loyalty among current users ‐ Convert competitive users ‐ Garner new customers ‐ Increase conversion g y ‐ Build brand imagery ‐ Activate brand evangelists  ‐ Drive purchase Drive purchase | CRM Metrix customer listening solutions | 2009 6
  7. 7. What Strategy? What Strategy? Loyalty Purchase Purchase Online  Emotional Connection Initiatives Brand d / and/or Accessibility Health Brand  Brand Value Brand Differentiation Website Brand Relevance Awareness Brand Awareness The Brand Selection Process | CRM Metrix customer listening solutions | 2009 7
  8. 8. Consider All Online Brand Experiences p Blogs Social  Media  Micro  Fan  Site Page Online Brand Online Ads Ad Website Videos Online  Online Widgets Articles Online Sponsor | CRM Metrix customer listening solutions | 2009
  9. 9. Brand Website as CRM: Platform to Build Relationships Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600 | CRM Metrix customer listening solutions | 2009
  10. 10. Brand Website as CRM: Platform to Build Relationships Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600 | CRM Metrix customer listening solutions | 2009 10
  11. 11. Brand Website as CRM: Platform to Build Relationships Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600 | CRM Metrix customer listening solutions | 2009 11
  12. 12. The brand website is the most trusted form of advertising advertising. | CRM Metrix customer listening solutions | 2009 12
  13. 13. Brand Website as CRM: Platform to Build Relationships Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600 | CRM Metrix customer listening solutions | 2009 13
  14. 14. Brand Website: A Key Influencer of Purchase Source : CRM Metrix Brand Website Survey conducted 1st quarter 2009, US representative sample, n=1600 | CRM Metrix customer listening solutions | 2009 14
  15. 15. Brand Website: A Key Influencer of Purchase Source : CRM Metrix Brand Website Survey conducted 1st quarter 2009, US representative sample, n=1600 | CRM Metrix customer listening solutions | 2009 15
  16. 16. Brand Blogs TV Social S i l Radio Brand Networks Print Website Micro-Sites Outdoor Online Ads Forums F Engagement Strategy Reach Strategy | CRM Metrix customer listening solutions | 2009
  17. 17. Therefore, o oth Therefore, Do Both …But measure it! ‐ Compare back to strategy ‐ Implement standardized  p measurement ‐ Harmonize all online  brand experiences | CRM Metrix customer listening solutions | 2009 17
  18. 18. Is this already being done? Is this already being done? | CRM Metrix customer listening solutions | 2009
  19. 19. What is Wrong with Online Measurement? g 1. Decisions being made without consumer input; designing brand  experiences that are not customer centric.  experiences that are not customer centric. 2. Behavioral insights alone does not mean online brand experiences are  working. 3. No standard research methodology. 4. No standard comparative metrics. Inability to determine the  contribution of online brand experiences to your strategy. contribution of online brand experiences to your strategy 5. No centralized performance monitoring system to compare & contrast. 6. No system available to report metrics within the brand organization— y p g needs to be actionable. | CRM Metrix customer listening solutions | 2009
  20. 20. Unified Measurement Unified Measurement Banner Ads Banner Ads Micro Sites Micro Sites Micro Sites Micro Sites Sponsorships Sponsorships Social Media l d Social Media l d Rich Media Rich Media Online Ads Online Ads Centralized Website Website | CRM Metrix customer listening solutions | 2009
  21. 21. The Standard Metrics The Standard Metrics Category Affinity, Brand Affinity, Purchase Stage, Demographics Purchase Intent (lifts) ( ) Brand Image Perceptions ( g p (lifts), Brand Opinion Change ( ), p g (lifts) ) Re-engagement, Long Term Relationship (lifts) Media Exposure, Traffic Sources | CRM Metrix customer listening solutions | 2009
  22. 22. The New Standard Research Methodology The New Standard Research Methodology Optional O i l Standard Segments  S d dS Optional Pure  Control  Test Cell Re‐Contact  Control Cell Cell Online (Post‐ Survey Brand (Pre‐ Experience Exposure) OCT p Exposure)) | CRM Metrix customer listening solutions | 2009
  23. 23. SiteCRM Six Dimensions SiteCRM™ Six Dimensions | CRM Metrix customer listening solutions | 2009 23
  24. 24. Best B t 9 Site Re design Re-design Practice P ti 0% 75% 100% 25% 50% DON’T: 100% Flash is a NO NO! IMPLICATION: End user frustrations dramatically increase and key metrics take a nose dive. | CRM Metrix customer listening solutions | 2009
  25. 25. SiteCRM Best Practice #1: SiteCRM™ Best Practice #1: Provide an instantaneous experience. Key Metrics Pre-Flash 100% Flash Purchase intent 77% top 58% top Customer R C Retention Index i d 85 79 Site satisfaction 70% top 51% top “heavy use of flash, made browsing slow. not adapted to the smaller screen. “flash “fl h websites are really annoying....especially when th h b it ll i i ll h they hang while hil loading a small flash movie at 6am. yes, it was your site...not my connection to the internet. I had no problems with other sites at the same time...and no I didn t have a million windows open” time and didn't open | CRM Metrix customer listening solutions | 2009 25
  26. 26. SiteCRM™ Best Practice #2: Ensure that goals are easily achieved. Positive Purchase Intent Did I come to the wrong website? 94.2% How can I just get a quick answer? 75.0% When will this page load? Why can’t find what I am looking for? y g What was I looking for again? Why is this so hard to use? Who designed this horrible experience? Wh d i d hi h ibl i ? Did I do something wrong? Goal Accomplishers n=3849 Who has time for this? Who has time for this? Goal Failures n=856 | CRM Metrix customer listening solutions | 2009 26
  27. 27. SiteCRM™ Best Practice #3: Relationship is more important than  site satisfaction at driving sales site satisfaction at driving sales. Revisit R2=.73 Trial Intent Intent to Buy Intent to Buy R2=.82 Recommend R2=.60 | CRM Metrix customer listening solutions | 2009 27
  28. 28. Consider All Online Brand Experiences p Blogs Social  Media  Micro  Fan  Site Page Online Brand Online Ads Ad Website Videos Online  Online Widgets Articles Online Sponsor | CRM Metrix customer listening solutions | 2009
  29. 29. Ad and Targeting Effectiveness Ad and Targeting Effectiveness Quantity Measures: • Impressions • Click‐Through Quality Measures: • Awareness • Recall • Persuasiveness • Viewer Profile • Brand Image • Purchase Intent | CRM Metrix customer listening solutions | 2009
  30. 30. The Creative Performance Report The Creative Performance Report | CRM Metrix customer listening solutions | 2009 30
  31. 31. The Centralized Performance Report The Centralized Performance Report | CRM Metrix customer listening solutions | 2009
  32. 32. Reporting Key Metrics within the Organization Reporting Key Metrics within the Organization Category of Metrics Shared At Stake / Aggregrate Brand Equity Metrics Operational C‐V Level (Senior) Brand Team (Mid) Marketing Managers  (Ground Zero) | CRM Metrix customer listening solutions | 2009
  33. 33. | CRM Metrix customer listening solutions | 2009
  34. 34. The End Result The End Result 1. Do it all 2. Measure it 3. Match it back to strategy gy 4. Make better decisions | CRM Metrix customer listening solutions | 2009 34
  35. 35. Thank You! Question & Answers Q i &A Melissa Morrison VP CRM Metrix, Inc. 201.484.0400 mmorrison@crmmetrix.com | CRM Metrix customer listening solutions | 2009
  36. 36. About CRM Metrix, Inc. CRM Metrix is a global market research company offering leading digital market research solutions  that are used by leading brands: A one of a kind company with offices in New York, Cincinnati, Paris,  Mumbai and Singapore.  CRM Metrix offers a full range of digital market research solutions to help brands make the best  decisions at all stages of the digital marketing development process and to maximize the return on  their digital marketing investment. Digital marketing covers the brand website, online ads, online  their digital marketing investment Digital marketing covers the brand website online ads online campaigns, email CRM programs, social media, online sponsorships, micro sites, etc. CRM Metrix is committed to working with clients to "measure what matters" to your digital marketing  success. With our full range of digital market research tools, you will know that you are making the  best decisions at all stages of the digital marketing development process. b d ii ll f h di i l k i d l The Minute Pitch ‐ With any digital media or marketing strategy, CRM Metrix solutions offer: Pre‐Launch 1) Concept Development ) p p 2) Concept Testing, Screening and Optimization 3) Usability Research Post‐Launch 1) Measure Performance of digital strategy 2) Evaluate contribution (ROI) of digital strategy 2) Evaluate contribution (ROI) of digital strategy 3) Optimize digital media or marketing strategies | CRM Metrix customer listening solutions | 2009

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