Kickstart Your 2013 marketing Plan with the New Rules of Digital Engagement

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  • CMO’s feel unprepared for the amount of complexity they face.
  • Kickstart Your 2013 marketing Plan with the New Rules of Digital Engagement

    1. 1. Kickstart Your 2013Marketing Plan with the NewRules of Digital Engagement Ian Michiels Gleanster @InsightFanatic
    2. 2. #AOWEB
    3. 3. ••• #AOWEB
    4. 4. #AOWEB
    5. 5. • #AOWEB
    6. 6. #AOWEB
    7. 7. • Marketing Lessons Learned in 2012 #AOWEB
    8. 8. #AOWEB
    9. 9. #AOWEB
    10. 10. Lesson # 1 Marketing Automation is Great… When used appropriately… #AOWEB
    11. 11. •• #AOWEB
    12. 12. • – First Marketing Automation IPO 2012 – Acquisitions• – Usability matters even though it’s very subjective #AOWEB
    13. 13. #AOWEB
    14. 14. #AOWEB
    15. 15. • – Competitive Parity = Automation & Measurement• 1. Integration 2. Configure a couple templates 3. Content audit 4. 1-2 nurture marketing campaigns 5. Standardized metrics #AOWEB
    16. 16. Lesson # 2FragmentedSystems areCrippling Success & Data DrivenDecisions… #AOWEB
    17. 17.                #AOWEB
    18. 18. • #AOWEB
    19. 19. ≠#AOWEB
    20. 20. • #AOWEB
    21. 21. Lesson # 3 Big data is not a fad #AOWEB
    22. 22. #AOWEB
    23. 23. • – Web Analytics – Social Media – Campaigns – Offer Optimization – Pricing #AOWEB
    24. 24. #AOWEB
    25. 25. #AOWEB
    26. 26. #AOWEB
    27. 27. #AOWEB
    28. 28. •••• #AOWEB
    29. 29. • #AOWEB
    30. 30. #AOWEB
    31. 31. • – Business Rules – Channel agnostic communications – Web Analytics Data + Offline Data• – Ability to converse with IT – Willingness to seek analytical questions – New roles• – Reporting and analysis in the hands of business users – Real-time #AOWEB
    32. 32. Lesson # 4 CMO vs. CIO – Ding! #AOWEB
    33. 33. ••• #AOWEB
    34. 34. •• – Justify investments with company objectives• #AOWEB
    35. 35. Lesson # 5 Back to basics 4 Cs as important as 4 Ps #AOWEB
    36. 36. #AOWEB
    37. 37. • – 1 Billion users on Facebook – Heavy dependence on digital channels• – Key for B2B: Social & … [Email, Mobile, Video, etc.] #AOWEB
    38. 38. ••• • • • • #AOWEB
    39. 39. Lesson # 6 Armageddon is near and it’s not because of the Mayans… #AOWEB
    40. 40. #AOWEB
    41. 41. #AOWEB
    42. 42. • New Rules for Digital Engagemen t #AOWEB
    43. 43. #AOWEB
    44. 44. #AOWEB
    45. 45. Informing 2013 Marketing Plans #AOWEB
    46. 46. #AOWEB
    47. 47. ••• #AOWEB
    48. 48. #AOWEB
    49. 49. Ian MichielsGleanster @InsightFanatic

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