Digital Marketing Strategy: Planning for Present & Future Success
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Digital Marketing Strategy: Planning for Present & Future Success

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Digital marketing overview for higher education, with emphasis on student recruitment. Includes online advertising options, social media, content review, mobile technology. Special section on......

Digital marketing overview for higher education, with emphasis on student recruitment. Includes online advertising options, social media, content review, mobile technology. Special section on mistakes that frustrate visitors and harm brand reputation.

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  • 1. Bob Johnson Consulting, LLC 1DIGITAL MARKETINGSTRATEGY: PLANNING FORPRESENT & FUTURE SUCCESSBob Johnson, Ph.D.ACT Enrollment Planners ConferenceJuly 11-13, 2012Chicago, IL
  • 2. Bob Johnson Consulting, LLC 2Just a play on words?• “We dont believe in digitalmarketing. We believe inmarketing in a digital world,and theres a huge difference." • Clive Sirken, CMO, Kimberly-Clark, March 2012
  • 3. Bob Johnson Consulting, LLC 3Strategy defined…• “Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.” • en.wikipedia.org/wiki/Marketing_strategy
  • 4. Bob Johnson Consulting, LLC 4CAVEATS TO BEGIN…Perils and Pitfalls
  • 5. Bob Johnson Consulting, LLC 5This is silly, but real…
  • 6. Bob Johnson Consulting, LLC 66 strategy points to start… #1 #2• Social media… • Mobile… • Marketing and PR • A new imperative for can’t control the content brevity to message anymore focus on audience top tasks
  • 7. Bob Johnson Consulting, LLC 7Two more points… #3 #4• Privacy… • Engagement • “Big data” means • Most people will more ability to profile “like” and “follow” people than ever but not actively before “engage” and “share”
  • 8. Bob Johnson Consulting, LLC 8And two more… #5 #6• New technology • ROI • No need to be first in • Difficult to measure everything, the individual impact especially if you of every step in a don’t know where it marketing campaign fits in your marketing campaign
  • 9. Bob Johnson Consulting, LLC 92 points to carry in our kit bag…• Is anything important forever… even Facebook? • AOL • MySpace • Friendster • GeoCities • Google Wave• People are still people… • People like to talk to real people… sometimes • People like getting information that interests them • People who are online have very little patience
  • 10. Bob Johnson Consulting, LLC 10A LITTLE BACKGROUNDHow we got started and where weare today
  • 11. Bob Johnson Consulting, LLC 11Smartphones enabled the mobile era…http://www.pewinternet.org/Infographics/2011/Smartphones.aspx
  • 12. Bob Johnson Consulting, LLC 12Now tablets are expanding it…
  • 13. Bob Johnson Consulting, LLC 13New options keep luring us…
  • 14. Bob Johnson Consulting, LLC 14Marketers can fall too quickly in love… • QR codes • Only 5% of U.S. smartphone owners used them in last quarter of 2011 • Mostly young men • Why so few? • Too many code readers • Placed in weird places • Links to regular websites • Even if “mobile-friendly,” no benefit to the user
  • 15. Bob Johnson Consulting, LLC 15WHAT RESEARCH TELLSUS ABOUT SOCIAL MEDIAForrester Research…Pew Internet and American Life
  • 16. Bob Johnson Consulting, LLC 16Top 10 social media sites, 3/17/12…http://www.experian.com/hitwise/online-trends-social-media.html Facebook YouTube Twitter PinterestYahoo Answers LindedIn Tagged Google+ MySpace Yelp 0 10 20 30 40 50 60 70
  • 17. Bob Johnson Consulting, LLC 17Adult activity on social media, all ages…http://empowered.forrester.com/tool_consumer.html InactivesSpectators JoinersCollectors Critics Creators 0% 10% 20% 30% 40% 50% 60% 70% 80%
  • 18. Bob Johnson Consulting, LLC 18Daily use of social media… Feb 2012http://bit.ly/H7y1nS• 62% for Teens, 12 -17• 62% for Millennials, 18 - 34• 56% for GenEx, 35 - 46• Less than 50% for everyone else• Important to remember: Lifespan of a new item on Facebook, Twitter is very short• If something is important, post it more than once
  • 19. Bob Johnson Consulting, LLC 19FACEBOOK… THE DIGITALGIANT WE CAN’T IGNOREMarketers fly to Facebook like mothsto a flame… and some get burned
  • 20. Bob Johnson Consulting, LLC 20Social media “experts” often insist…• “A two-way conversation between marketers and consumers is the whole point of social…• “Anything less… is a reflection of outdated broadcast- style thinking.”• Consider an alternate reality• Most people “follow” and “friend” brands to listen, not to engage in a conversation. • Numbers do count… the more “spectators” the better• Reality makes “ROI” extremely challenging to measure • What are all those “followers” and “friends” actually doing? • When will they take a “desired action”?
  • 21. Bob Johnson Consulting, LLC 21Key point about Facebook…• 901 million members in April, 2012…• 526 million daily users…• Most people who use FB will never care about your brand
  • 22. Bob Johnson Consulting, LLC 22Facebook as today’s mass media…• “People need to understand what Facebook can do for a brand and what it can’t do. It doesn’t really differ from mass media. It’s great to get decent reach, but to change the way people interact with a brand overnight is just unrealistic.” • Karen Nelson-Field, (Ehrenberg-Bass Institute, Australia), based on FB metrics “People Talking About This”
  • 23. Bob Johnson Consulting, LLC 23Burning on the Facebook flame…• “Eager to monetize the large followings they had built on Facebook, many large brands set up shop on the social network for the first time last year (2011). • J.C. Penny, Gap, Nordstrom…• “Now many of those Facebook stores are closing. • “In most cases, retailers have entered the f-commerce market by importing their online catalogs and making them available for purchase in a Facebook app. The experience is nearly identical to shopping on their websites, with two major differences: 1) Shoppers can complete their entire browsing and checkout experience without leaving facebook.com; and 2) the Facebook apps tend to work more slowly.” • “Why are brands shutting their Facebook stores?” at http://on.mash.to/wIhTXQ
  • 24. Bob Johnson Consulting, LLC 24But Facebook can move people…• “Facebook has become an important traffic driver to retailers’ websites. • “For instance, 1.9% of traffic to Burberry’s website in September 2010 came from Facebook; a year later, 29.1% of site traffic was from the social network, Mullen wrote in an email to Mashable.• “[Burberry is] using the platform to drive traffic at a fraction of the cost of what it would have to pay on Google and other search engines. In addition a significant portion of that traffic and resulting sales is likely incremental,” she added.
  • 25. Bob Johnson Consulting, LLC 25This combo works for Burberry…
  • 26. Bob Johnson Consulting, LLC 26More than one Facebook site? National Geographic…………………University of Virginia
  • 27. Bob Johnson Consulting, LLC 27CONTENT STRATEGYIn a nutshell…
  • 28. Bob Johnson Consulting, LLC 28Inside the nutshell…• 75 percent of the content on your website is garbage.• Identify and remove it to thrive in a mobile world… focus on top tasks• Example: University of Richmond eliminated about 50 percent of overall web content • About 75 percent of admissions and financial aid content
  • 29. Bob Johnson Consulting, LLC 29ADVERTISING IN THEDIGITAL WORLDWhere are your dollars going now?Targeting for Facebook… and all else
  • 30. Bob Johnson Consulting, LLC 30Lots of possibilities…, old & newhttp://mediassociates.com/advertising/internet.php#
  • 31. Bob Johnson Consulting, LLC 31Is Facebook a place for advertising?• The best place for advertising? • FB click through on ads is “well below” industry average• But FB is huge… • People spent 18% of their online time on FB in 2011 • Up from 8% in 2010 • More time on FB = less opportunity to engage elsewhere • FB advertising can be successful just because so many people spend so much time there that a high click through rate isn’t always necessary • “Why Facebook is becoming the media world’s black hole,” Simon Dumenco, 3 October 2011
  • 32. Bob Johnson Consulting, LLC 32Advertising on Facebook…
  • 33. Bob Johnson Consulting, LLC 33Sorting the people on FB…
  • 34. Bob Johnson Consulting, LLC 34Controlling the cost to experiment…
  • 35. Bob Johnson Consulting, LLC 35Of course, track the results…
  • 36. Bob Johnson Consulting, LLC 36DIRECT RESPONSEADVERTISING ONLINEMatching programs with adplacement
  • 37. Bob Johnson Consulting, LLC 37Again, targeting is key…http://www.24mas.com/ • Age • Gender • Location • Behavior • Time • Handset • And more…
  • 38. Bob Johnson Consulting, LLC 38Direct response… program admatches placement
  • 39. Bob Johnson Consulting, LLC 39Leads to a proper landing page…
  • 40. Bob Johnson Consulting, LLC 40And a social media connection…
  • 41. Bob Johnson Consulting, LLC 41Simple, clean, quick email response…
  • 42. Bob Johnson Consulting, LLC 42RETARGETEDADVERTISINGCreepy to some, successful to others
  • 43. Bob Johnson Consulting, LLC 43It might start with a search…
  • 44. Bob Johnson Consulting, LLC 44REJ on a automobile forum…
  • 45. Bob Johnson Consulting, LLC 45REJ on Flyertalk…
  • 46. Bob Johnson Consulting, LLC 46REJ on the Washington Post…http://wapo.st/HfuLaY
  • 47. Bob Johnson Consulting, LLC 47Retargeting specialists…http://www.adroll.com/
  • 48. Bob Johnson Consulting, LLC 48GROUP ADVERTISING“Lead gen” for more leads at lesscost w/ 3rd party screening
  • 49. Bob Johnson Consulting, LLC 49“Online masters degree finance”...
  • 50. Bob Johnson Consulting, LLC 50Where will you be among 55 choices?http://www.elearners.com/online-degrees/master/finance.htm
  • 51. Bob Johnson Consulting, LLC 51Selection: 60 bachelor’s degrees…
  • 52. Bob Johnson Consulting, LLC 52FOR BEST ROI ON ANYADVERTISINGAttention to the Inquiry Form…And the first response time
  • 53. Bob Johnson Consulting, LLC 53Simple, clean, quick…https://www.scps.nyu.edu/contactUs.htm
  • 54. Bob Johnson Consulting, LLC 54Immediate & continuing response…
  • 55. Bob Johnson Consulting, LLC 55BEWARE THE DEVIL’SDETAILS…Bad experiences kill brands
  • 56. Bob Johnson Consulting, LLC 56Focused online advertising is good…
  • 57. Bob Johnson Consulting, LLC 57But not a good follow through…http://bit.ly/HghsZh • Don’t drop people into a regular web page • Be direct in asking for a response… • “If we can help you decide if this is the right program for your career advancement, please do not hesitate to contact us at 315-443-3368.”
  • 58. Bob Johnson Consulting, LLC 58Content isn’t king if you can’t read it…http://www.bu.edu/ar/2010/research/
  • 59. Bob Johnson Consulting, LLC 59Mobile visitors to mobile friendly sites… Mobile friendly Not mobile friendly
  • 60. Bob Johnson Consulting, LLC 60Tablet users have high expectations…http://bit.ly/HUPxPj (March 2012 research)
  • 61. Bob Johnson Consulting, LLC 61That are not being met now…
  • 62. Bob Johnson Consulting, LLC 62WHAT TO EXPECT FOR2015… AND BEYOND(1) “Big Data”(2) Speed(3) Video
  • 63. Bob Johnson Consulting, LLC 63(1) “Big data” and marketing…• Early days in 2012…• Demand for data analysts will grow… and grow• May compete for resources with “brand” advertising to large audiences • Super Bowl marketing… an example of “brand awareness”• Driving 21st century direct response marketing• Google, Facebook, Amazon… Big Data players
  • 64. Bob Johnson Consulting, LLC 64Benefit from a privacy decline…• Google, Facebook = end of privacy online• Marketers will know more & more about individuals online• Fact: people do not object to ads on things that interest them• Opportunity: skip mass advertising, focus lead generation marketing to people you know might have an interest• Conversion: with permission to speak, keep the content relevant to interests of the people receiving it• Penalty: to much “brand speak” and people will withdraw permission to speak to them
  • 65. Bob Johnson Consulting, LLC 65“Big data”… to tell a “clear story”http://www.factual.com/ http://www.clearstorydata.com/
  • 66. Bob Johnson Consulting, LLC 66(2) Plan for extraordinary speed…• “In 2000, “the first ads we wrote for Oracle were about 7 seconds. If the consumer was online and didn’t get the content that they wanted within 7 seconds, they’d be gone.• “Now 7 seconds is a lifetime.”• In 2017? • “If Spotify is fixated with delivering content in under 200 milliseconds now, can you imagine what the competition will be in 5 years?” • Lawrence A. Kimmel, CEO, Direct Marketing Association
  • 67. Bob Johnson Consulting, LLC 67A verbal future… no nav, no searchhttp://www.nuance.com/ • In the mobile world, no need to touch anything • What words will your visitors use? • Must work better than your “search” works now • “Top tasks” even more important… know “Task words”
  • 68. Bob Johnson Consulting, LLC 68(3) Best of 30 “2015” predictions… Video• ”Video is the number one activity marketers plan to expand in the future, which we see as a commitment to visual storytelling.• “The number two area of interest is mobile. That makes sense given the incredible explosion in the tablet market.• “By tablet, I’m talking about iPads and e-readers.” • Rebecca Lieb, “Expert Predictions for Content Marketing 2015,” http://bit.ly/Ht8gxN
  • 69. Bob Johnson Consulting, LLC 69Invest in… Social Videohttp://bit.ly/Hhybvj • “Create video content that taps into psychological triggers, which drive people’s desire to share that content with others… • “…when I watch it, I immediately think to myself, “Wow, Grant needs to see this as well.” • Mark Robertson, http://bit.ly/HnVBfp
  • 70. Bob Johnson Consulting, LLC 70Humorous works best…http://jungroup.com/infographic2011/
  • 71. Bob Johnson Consulting, LLC 7115 seconds gets best response…
  • 72. Bob Johnson Consulting, LLC 72Women are most likely responders…
  • 73. Bob Johnson Consulting, LLC 73Video leads to your Facebook page…
  • 74. Bob Johnson Consulting, LLC 74STRATEGY POINTS FORENROLLMENT SUCCESS…
  • 75. Bob Johnson Consulting, LLC 75Digital marketing… “Insanely complicated”http://tiny.cc/71a6ew
  • 76. Bob Johnson Consulting, LLC 76Key recruitment requirements…• Critical first impression online…• Data to craft targeted advertising…• Simple online inquiry forms…• Immediate inquiry response… • Telephone, email, or texting• Continuing response unless told to stop…
  • 77. Bob Johnson Consulting, LLC 77Content priority… Students decide• Academic program list• Net cost calculator• Dates and deadline calendar• Academic program details• Application process summary• Online application form • Noel-Levitz, Mobile Expectations survey, 2012
  • 78. Bob Johnson Consulting, LLC 78Most underused strategy element…• Academic program interest of the potential student for competitive advantage • Online advertising for individual programs • Social media plan for selected programs • Inquiry and application options from every academic program page… website & social • Use academic program interest from first response • Contact with students and faculty in academic programs of interest • Academic content written for students, not faculty and their friends
  • 79. Bob Johnson Consulting, LLC 79DIGITAL MARKETINGRESOURCES
  • 80. Bob Johnson Consulting, LLC 80Pew Internet research projects…http://www.pewinternet.org/
  • 81. Bob Johnson Consulting, LLC 81“I Want Media” daily newsletter…http://www.iwantmedia.com/index.html
  • 82. Bob Johnson Consulting, LLC 82Social Media Examiner…http://www.socialmediaexaminer.com/
  • 83. Bob Johnson Consulting, LLC 83Academic research sources…University of Maryland Dartmouth Collegehttp://www.rhsmith.umd.edu/digits/ http://www.tuck.dartmouth.edu/digital/
  • 84. Bob Johnson Consulting, LLC 84Integrating digital channels…An examplehttp://www.sitecore.net/Products/Digital-Marketing-System.aspx
  • 85. Bob Johnson Consulting, LLC 85Big data in marketing campaigns…http://www.insightsone.com/
  • 86. Bob Johnson Consulting, LLC 86THANKS FOR BEINGHERE IN CHICAGO!Bob Johnson, Ph.D.bob@bobjohnsonconsulting.comwww.bobjohnsonconsulting.com