Challenges Confronting the CMO & Digital Marketers                                                        Michael Ricci – ...
Agenda           • Session Focus           • What’s on the Mind of the CMO           • Mobile – Trends Shaping the Industr...
Three Key Questions Today           What are the opportunities & challenges of the new digital           marketing ecosyst...
Massive Spend in Digital Marketing                                              Email Marketing                           ...
The Evolved Marketer                                         In 2012, “80% of CMOs want                                   ...
The Problem in a Nutshell …                                         “…yet only 4% of marketing                            ...
“The Splinternet”                                         The Information Age Enters A New Era                            ...
The Challenges of a Fragmented           Marketing Ecosystem           • The marketing ecosystem is increasingly diverse  ...
Fragmentation is an Opportunity                        "What opportunities does media fragmentation present to your       ...
But - Firms Want Proven ROI Before Investing                            “Please indicate the barriers, if any, that preven...
What Keeps CMOs Awake at Night?© 2011 Webtrends, All Rights Reserved.       | 11
CMOs Top Priorities: The Next 3–5 Years© 2011 Webtrends, All Rights Reserved.               | 12
Mobile Marketing© 2011 Webtrends, All Rights Reserved.                      | 13
Mobility – Ramping Fast© 2011 Webtrends, All Rights Reserved.   | 14
Putting Mobile in Perspective© 2011 Webtrends, All Rights Reserved.     @MobileNTRactv   | 15
Other Forces Driving Explosive Growth© 2011 Webtrends, All Rights Reserved.     @MobileNTRactv   | 16
A $100B Industry by 2015?© 2011 Webtrends, All Rights Reserved.   | 17
Mobile Measurement Disconnect           • Less than one-third of global brands             have developed a mobile strateg...
Mobile ROI – Flying Blind                   63%                don’t know or                  haven’t                 meas...
Social Media Marketing© 2011 Webtrends, All Rights Reserved.                            | 20
Social Media Marketing Investment                                                                                         ...
Benefits of Social Media                                                                 •   88% said that social media he...
Social Media Soaks Up Mindshare      “Beyond traditional interactive channels such as search and website marketing,   in w...
Social Is Consolidating …© 2011 Webtrends, All Rights Reserved.   | 24
Actually, Facebook is taking over the web© 2011 Webtrends, All Rights Reserved.                 | 25
Takeaways© 2011 Webtrends, All Rights Reserved.               | 26
Social, Mobile, Site           Fragmentation           challenges present           opportunities           Uncertain ROI ...
Get a 360-degree View of Your Visitors                                                    Mobile   CRM                    ...
Build a Profile of Customer Interest             32 years of                 Phones customer service             age, sing...
Analytics Strategic Plan  MULTI-CHANNEL                          VISITOR-LEVEL                                            ...
The New Digital Marketing Reality:           Where do I go from here?           1. Use strategy as a foundation           ...
Mike Ricci, Vice President – Digital Solutions Group                                         mike.ricci@webtrends.com     ...
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Sharepoint Summit - Atlanta

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Presentation for Microsoft Sharepoint client summit in Atlanta.

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  • Meanwhile, a massive amount of money is being spend on digital marketing – over 22% of all advertising dollars spent are now spent online, split across many media and channels such as search, email, social, mobile marketing, and brand advertising
  • Do you feel like you are prepared to significantly drive business success through your digital efforts? No? you’re not alone.
  • Do you feel like you are prepared to significantly drive business success through your digital efforts? No? you’re not alone.
  • Reference last webcast on the Splinternet and the opportunities that exist as a result.
  • Technologies, taxonomy and standards differ across digital channelsDeep channel-specific knowledgeSuccess looks different depending on the digital channelUnderstanding of what drivers performanceThe marketing ecosystem is increasingly diverse and interconnectedOpenness is keyData is available about your brand, everywhereSome you own, some you don’tConsolidation is neededData consumption is a new challengeMarketing is highly collaborative, involving many stakeholders who need access to marketing insight.Consumer sophistication demands that marketers be ready to interactVisibility across channels to support agile sense and respond marketing
  • Thesplinternet has given rise to a lot of opportunity
  • - The explosion of data stemming from new digital channels (mobile & social) is driving angst amongst top CMOs- The ability to harness the power of social media is definitely a key priority for most-- ----BUT NOTE how ROI accountability has become a key part of marketing focus ---this is a noteworthy change for most marketers!!!
  • - No surprise that social and customer analytics top this list and mesh with obsession over ROI & measurement- But note what’s taken place with smartphone and tablet apps … they are #4 & #6 going forward …- Singleview of the customer reflects the focus on unmasking consumer’s digital footprints!!!
  • Stems from KP’s Mary Meeker’s study of Internet trends presented at Internet 2.0 conferenceWhen Meeker was at Morgan Stanley (2+ years ago) she originally projected mobile exceeding notebook and desktops by 2014 …But that actually happened earlier this year!No question about mobile’s importance. Going forward It will be our primary lens to the WEB and that has marketers preoccupied with the possiblities
  • Social channels are here and mobile is next:You need to ensure measurement is implemented NOW based upon your success measures in your channelRelying on the “tag” is old school – OPENNESS is KING in the new marketing ecosystem“Everyone is an analyst” OR “Marketers need direct access to measurement data”
  • These recommendations are from July 2011 Forrester Consulting study conducted on behalf of Webtrends:Use strategy as a foundationStrategy and campaign skills top marketers’ wish list.Expand the marketing toolkitExecution and analytics across social, mobile, and web are key capabilities.Build for scaleExponential data growth is guaranteed. Plan to succeed.Develop the organizationMultichannel marketing requires a focused and consistent approachFirms rely heavily on third-party technology products and services for supportMeasure the right things, not everythingDigital is highly measureable, but volume can be overwhelming or even misleadingDevelop a measurement plan at multiple levelsMore details:Use strategy as a foundationTop five survey results: strategy (#1), campaign planning, technology integration, data management and segmentation, skill with online applications, campaign analysisExpand the marketing toolkitTop five survey results: web content management (#1), multichannel campaign management, social media analytics, mobile content management, web analyticsBuild for scaleThe Splinternet drives an explosion of dataNot only amount of data, but the complexity of dataOverall data volumes increaseThe number of data steams growsDriven by an increasing number of:ChannelsDevicesTechnologiesFirms need a holistic approach to managing “BIG” dataInfrastructure and data managementCollect, process, storeAvailability to marketing systems for analytics and operations4. Develop the organizationapproaches from survey by firms:49%: Centralized marketing team, consolidating all technology and services across channels, products, and corporate groups26%: Decentralized marketing team, brands, product teams, corporate groups have independent marketing capabilities10%: Marketing is organized by channel15%: Hub and spoke—certain capabilities are centrally supported but product teams or corporate groups have some autonomy5. Measure the right things, not everythingFragmentation is a double edged sword for measurementDigital channels are supremely measureableBut volume can be overwhelming or even misleadingDevelop a measurement plan at multiple levelsChannel or tactic specificBusiness KPIs
  • Sharepoint Summit - Atlanta

    1. 1. Challenges Confronting the CMO & Digital Marketers Michael Ricci – VP Digital Solutions Group February 16, 2012© 2011 Webtrends, All Rights Reserved.
    2. 2. Agenda • Session Focus • What’s on the Mind of the CMO • Mobile – Trends Shaping the Industry • Social – What’s All the Fuss About? • Connecting the Dots - Unified Digital Analytics:© 2011 Webtrends, All Rights Reserved. |2
    3. 3. Three Key Questions Today What are the opportunities & challenges of the new digital marketing ecosystem? How should I think about mobile marketing initiatives going forward? What do I need to understand about social media marketing to more effectively measure my success?© 2011 Webtrends, All Rights Reserved. |3
    4. 4. Massive Spend in Digital Marketing Email Marketing $2.5B Social Media $5.0B Mobile Marketing $8.2B Search Marketing Digital Marketing $33.3B Optimization $76.6B Display Advertising CMO Needs: $27.6B • Measure ROI • Drive Improvement Source: Forrester Research, Inc. 2016 Forecast© 2011 Webtrends, All Rights Reserved. |4
    5. 5. The Evolved Marketer In 2012, “80% of CMOs want greater influence in setting business strategy and feel there’s an increased need to raise technology IQ. • Must justify marketing investment and clearly illustrate digital ROI.”© 2011 Webtrends, All Rights Reserved. |5
    6. 6. The Problem in a Nutshell … “…yet only 4% of marketing leaders feel that they are very prepared to exploit digital marketing opportunities.”© 2011 Webtrends, All Rights Reserved. |6
    7. 7. “The Splinternet” The Information Age Enters A New Era The Social Splinternet Computing Dot Com Boom Early Internet Pre- internet 1989-1993 1994-1998 1999-2004 2005-2009 2010 & Beyond© 2011 Webtrends, All Rights Reserved. |7
    8. 8. The Challenges of a Fragmented Marketing Ecosystem • The marketing ecosystem is increasingly diverse • Technologies, taxonomy and standards differ across digital channels • Success looks different depending on the digital channel • Consumer sophistication demands that marketers be ready to interact in a relevant & engaging manner • There is more data is available about your brand than ever before and consumption is the new challenge Source: Forrester Research, Inc.© 2011 Webtrends, All Rights Reserved. |8
    9. 9. Fragmentation is an Opportunity "What opportunities does media fragmentation present to your organization?” Ability to deliver more targeted or relevant communications 79% Increased customer engagement 62% New customer acquisition 61% Increased customer loyalty 57% Ability to meet customer preferences 56% Market research and/or customer intelligence 50% Brand building 50% Increased revenue 47% Customer service 42% Reduced reliance on mass media to drive business 40% Increased market share 40% Supporting other channels 34% Product innovation 31% Driving traffic to stores 25% Supporting partners 24% To maintained parity with competitors 14% Base: 210 North American and European marketers Source: A commissioned study conducted by Forrester Consulting on behalf of Webtrends, July 2011© 2011 Webtrends, All Rights Reserved. |9
    10. 10. But - Firms Want Proven ROI Before Investing “Please indicate the barriers, if any, that prevent your marketing organization from adopting new channels?” Uncertain ROI 49% No budget allocation 31% Company bureaucracy 31% Cost is too high 23% Unfamiliarity with appropriate technologies and … 22% Data security risks 21% Lack of skills and resources 19% Difficulty working with IT or external partners for … 13% Legal issues 12% Lack of executive support/sponsor 12% Concern about negative feedback from customers 11% Negative feedback from within the company 3% Other 1% None. There are no barriers. 4% Base: 210 North American and European marketers Source: A commissioned study conducted by Forrester Consulting on behalf of Webtrends, July 2011© 2011 Webtrends, All Rights Reserved. | 10
    11. 11. What Keeps CMOs Awake at Night?© 2011 Webtrends, All Rights Reserved. | 11
    12. 12. CMOs Top Priorities: The Next 3–5 Years© 2011 Webtrends, All Rights Reserved. | 12
    13. 13. Mobile Marketing© 2011 Webtrends, All Rights Reserved. | 13
    14. 14. Mobility – Ramping Fast© 2011 Webtrends, All Rights Reserved. | 14
    15. 15. Putting Mobile in Perspective© 2011 Webtrends, All Rights Reserved. @MobileNTRactv | 15
    16. 16. Other Forces Driving Explosive Growth© 2011 Webtrends, All Rights Reserved. @MobileNTRactv | 16
    17. 17. A $100B Industry by 2015?© 2011 Webtrends, All Rights Reserved. | 17
    18. 18. Mobile Measurement Disconnect • Less than one-third of global brands have developed a mobile strategy. • Two-thirds have no real measurement or analytics in place. • Data not being used to inform strategy or enhance mobile UIs. Analysts termed this a key impediment to success in this channel. • Smartphone & tablet explosion and rapid growth of mobile data services only aggravating issue and creating a measurement “imperative.” @MobileNTRactv Sources: “Mobile Measurement is a Customer Intelligence Imperative” April 2011 Forrester Research “How Mature is your Mobile Strategy?” October 2010 Forrester Research© 2011 Webtrends, All Rights Reserved. | 18
    19. 19. Mobile ROI – Flying Blind 63% don’t know or haven’t measured© 2011 Webtrends, All Rights Reserved. @MobileNTRactv | 19
    20. 20. Social Media Marketing© 2011 Webtrends, All Rights Reserved. | 20
    21. 21. Social Media Marketing Investment • The number one area of investment was increasing investment across social media platforms. • Nearly one in five respondents said they would begin marketing on YouTube in 2012. Source: Awareness Inc. Survey, December 2011 via eMarketer. @MobileNTRactv© 2011 Webtrends, All Rights Reserved. | 21
    22. 22. Benefits of Social Media • 88% said that social media helps grow brand awareness. • Social media also benefited marketers by allowing them to engage in dialogue (85%) • 58% cited an increase sales and partnerships and an additional 41% of marketers said it helped reduce costs. • 44% said Facebook fans are valuable because they help with new customer recruitment. Source: Wildfire Interactive via eMarketer.© 2011 Webtrends, All Rights Reserved. | 22
    23. 23. Social Media Soaks Up Mindshare “Beyond traditional interactive channels such as search and website marketing, in which emerging channels is your company currently conducting marketing activities?” Company presence in social networks 79% Company advertising in social networks 56% User generated content such as blogs, reviews, ratings, etc. 54% Mobile applications 52% Mobile web browsing 41% Mobile messaging such as SMS 34% 2d barcodes 30% Tablet computing 26% Games 13% Kiosks 12% Other 2% @MobileNTRactv Base: 210 North American and European marketers Source: A commissioned study conducted by Forrester Consulting on behalf of Webtrends, July 2011© 2011 Webtrends, All Rights Reserved. | 23
    24. 24. Social Is Consolidating …© 2011 Webtrends, All Rights Reserved. | 24
    25. 25. Actually, Facebook is taking over the web© 2011 Webtrends, All Rights Reserved. | 25
    26. 26. Takeaways© 2011 Webtrends, All Rights Reserved. | 26
    27. 27. Social, Mobile, Site Fragmentation challenges present opportunities Uncertain ROI mandates the need for measurement Mobile & social are exploding and have unique success measures© 2011 Webtrends, All Rights Reserved. | 27
    28. 28. Get a 360-degree View of Your Visitors Mobile CRM Website Email Onsite Direct search Mail Behavioural Survey Targeting© 2011 Webtrends, All Rights Reserved. | 28
    29. 29. Build a Profile of Customer Interest 32 years of Phones customer service age, single, lives in with warranty questions Bondi Beach Clicked on banner Email campaign ad to check see response new models Downloaded Visited the Podcast on best Forums for adventure routes reviews Searched Blogged twice for 4x4s baby seats© 2011 Webtrends, All Rights Reserved. | 29
    30. 30. Analytics Strategic Plan MULTI-CHANNEL VISITOR-LEVEL ACTION ANALYTICS ANALYSIS SEGMENTATION PERSONALIZATION SYSTEMS MARKETING APPLICATIONS Digital Track and Segmentation Test & fine Push to analytics: measure visitor around tune website CRM/email and commerce and data: purchase & behaviors making the target marketing visit history “call to action” customers that standout showed interest in certain products© 2011 Webtrends, All Rights Reserved. | 30
    31. 31. The New Digital Marketing Reality: Where do I go from here? 1. Use strategy as a foundation 2. Expand the marketing toolkit and seamlessly integrate digital 3. Build digital platforms for scale & break down data silos 4. Embrace mobile & social and focus on ROI 5. Become obsessive about measurement Source: A commissioned study conducted by Forrester Consulting on behalf of Webtrends, July 2011© 2011 Webtrends, All Rights Reserved. | 31
    32. 32. Mike Ricci, Vice President – Digital Solutions Group mike.ricci@webtrends.com www.facebook.com/webtrendsmobile @MobileNTRactv© 2011 Webtrends, All Rights Reserved.

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