WELCOME
Digital Marketing Forum: How to Reach and
Engage Your Multi-screen Customers
Presented by Cox Media and LSBDC
#geauxdigital14
SPEAKERS
Dan Russell, Mixpo
Jeanne Hurlbert, PhD
Stafford Kendall, Covalent Logic
#geauxdigital14
HOUSEKEEPING ITEMS
Index Cards
Forum Survey
iPad Drawing
Today’s Presentation
Tweet the Event! #geauxdigit...
Addressing the
Multi-screen Consumer
Dan Russell,
Director, Cable Partnerships, Mixpo
OVER TIME CHOICES MULTIPLIED…
It’s A Multi-screen World
Media Consumption Per Day
9:47
2:21
2:19
0:36
4:31
Consumers spend on average
each day on screens
It’s A Multi-screen World
Source: Google/Ipsos/Sterling 2012
#geauxdigital14
MULTI-SCREEN USAGE
Smartphones Dominate
60 Seconds Online?
Source: Qmee: July 24, 2013
#geauxdigital14
27 BILLION
video ad viewed online in January 2014
49 BILLION
online videos watched in January 2014
Consume...
#geauxdigital14
DEVICE FRAGMENTATION IS A CHALLEGE
FOR PUBLISHERS AND MARKETERS:
#geauxdigital14
Multi-screen Advertising
Audience Receptivity
• Television continues to dominate in
terms of opportunity t...
#geauxdigital14
Video Consumption Across Screens
Different habits for different devices
• High engagement / “lean in”
• Us...
#geauxdigital14
Increase Engagement And KPIS
with interactive features
Increase awareness
& consideration
• PowerShare
• P...
#geauxdigital14
LOCAL DEMOS
#geauxdigital14
Multi-screen Recommendations
How To Leverage ‘Big Data,’
Skyrocket Digital Conversions
Jeanne Hurlbert, PhD
Consultant, CEO of MySurveyExpert.com
Sunbury, NC
National
Science
Foundation
The Power
of
Connection
Getting Marketing ROI
3 key elements to marketing success
1. Proof of what you accomplish
2. Industry surveys to reveal th...
Method #1: Proof
“The Little Company That Could”
• Story of a tiny ecommerce business
• Ramped up revenue with NO extra work
• Ten days aft...
The Result?
• 10-15 testimonials a month
• Data-- 95% satisfaction
• Over 90% would recommend
• Feedback keeps coming
The Big Guys Couldn’t
• $100-million company
• Turnarounds
• Almost NO proof
• Why?
• No system!
Suppose You Wanted a Consultant . . .
Consultant B
• 100 testimonials
• Statistical data: 98% are
satisfied, 90% would
rec...
Whom Would YOU Choose?
Your Competitors . . .
• Most of your competitors lack proof:
• More than 80%, fewer than 10
testimonials
• 60% have fewer...
Surveys Yield Proof
• Surveys provide the key to getting
proof without time and expense
• 868 testimonials, with permissio...
Golden Digital Content!
• Permeate your marketing
– appeal to people’s logic AND
emotions
• But also use in CONTENT!
Sample Video Script
• How to Solve the Problem of XXXX
• One of the big problems I see frequently is that people just don’...
And Then . . .
• They took whole course, but I want to show you 3 mistakes
people make and 3 things you can do, right now,...
Method #2: 5 Core Problems
Why Don’t More Businesses Create
Content?
They Don’t Know What to Create!
Good Digital Content Requires . . .
• Understanding your audience
• Comes from
– Outcomes
– Strategies
– Tactics
• Knowing...
What Motivates Them?
• What keeps them awake at night?
• What are their core concerns?
• What are they focusing on most?
•...
Useful At Two Levels
• Understand your customers and prospective customers at
a deep level
– Focus your content, products/...
How to Uncover?
Industry Surveys
Research Foundation—Coaching
Company
• Company built on white papers from
research
• Lead generation
• White papers sold f...
Other Benefits
• Guides content, products, marketing
• Solidifies thought leadership
• Guides decision making
• Garners PR...
It Works Anywhere . . .
• Small coaching firm in design space
• Survey on a shoestring
• 70% opt-in rate on e-book
• Over ...
#3: Make The Connection
Big Data
• Big buzz about big data
• Lot of noise
• Confusion
– What it is
– What it means
– What it can—and can’t—do for ...
“Front End” Strategy
Quiz or Assessment
• Quiz—which core problems do you have?
• Automate a conversation
• Quizzes are fun!
• Diagnose the pro...
For Example . . .
• Tag prospects, send data into CRM
• Target follow-up sequences
• Follow-up specific to each prospect’s...
Imagine If You Could . . .
• “We do A, B, C, D,E . . .” versus
• “You told us THIS is wrong and THIS is how
we can help yo...
“Back End” Strategy
Enriching Data
• Missing or hard-to-measure
information
• Contextual information
• Examples:
– Age, gender, zip code
– Hou...
Predictive Analytics
• Which customers are most profitable?
• Which problems do I solve most
effectively?
• Which types of...
Power of Connection
• Automate what my father did, take it to a new level
• Connections with them depend on information co...
Get Our White Paper:
‘The Hidden Costs of Social Proof’
Text Your Name and Email Address to:
225-395-0238
Tell Your Story Through
Social Media
Stafford Kendall
Business Ambassador, Covalent Logic
5 Elements of Storytelling
1. Theme
2. Venue
3. Characters
4. Plot
5. Conflict
What’s It For?
• Facebook - Strengthening relationships you already have
• Twitter - Meeting new customers and vendors
• I...
Q&A PANEL
Baton Rouge Digital Marketing Forum Presentation: How To Reach and Engage Your Multi-screen Customers
Baton Rouge Digital Marketing Forum Presentation: How To Reach and Engage Your Multi-screen Customers
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Baton Rouge Digital Marketing Forum Presentation: How To Reach and Engage Your Multi-screen Customers

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With 90 percent of all daily media interactions being screen-based, there are exciting opportunities for businesses to connect their brands online with new and current multi-screen customers. This presentation provides an overview of the ideas shared by three speakers during the small business forum in May 2014 about "How to Reach and Engage Your Multi-screen Customers." Presented by Cox Media Louisiana and LSBDC, the forum helped Baton Rouge small businesses answer the question, what is my marketing opportunity in a multi-screen world?

Speakers and key takeaways:
-Dan Russell, Mixpo director of cable partnerships: Consumers spend an average of nearly 10 hours a day on screen-based media. To reach and engage these multi-screen consumers, remember to be consistent, connected, considered and concise

-Jeanne Hurlbert, PhD, MySurveyExpert.com CEO and consultant: One of the chief ways your business can achieve growth is by garnering evidence or “social proof” that you are better than your competitors. Use surveys to help gather proof in your organization and differentiate your company.

-Stafford Kendall, Covalent Logic owner and Chief Strategist: When marketing your business through social media, use the elements of storytelling. Your brand should remain real, develop a theme, use your employees as characters and approach conflict as an opportunity to personally connect with your customers.

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Baton Rouge Digital Marketing Forum Presentation: How To Reach and Engage Your Multi-screen Customers

  1. 1. WELCOME Digital Marketing Forum: How to Reach and Engage Your Multi-screen Customers Presented by Cox Media and LSBDC
  2. 2. #geauxdigital14 SPEAKERS Dan Russell, Mixpo Jeanne Hurlbert, PhD Stafford Kendall, Covalent Logic
  3. 3. #geauxdigital14 HOUSEKEEPING ITEMS Index Cards Forum Survey iPad Drawing Today’s Presentation Tweet the Event! #geauxdigital14
  4. 4. Addressing the Multi-screen Consumer Dan Russell, Director, Cable Partnerships, Mixpo
  5. 5. OVER TIME CHOICES MULTIPLIED…
  6. 6. It’s A Multi-screen World Media Consumption Per Day 9:47 2:21 2:19 0:36 4:31 Consumers spend on average each day on screens
  7. 7. It’s A Multi-screen World Source: Google/Ipsos/Sterling 2012
  8. 8. #geauxdigital14 MULTI-SCREEN USAGE Smartphones Dominate
  9. 9. 60 Seconds Online? Source: Qmee: July 24, 2013
  10. 10. #geauxdigital14 27 BILLION video ad viewed online in January 2014 49 BILLION online videos watched in January 2014 Consumers Are Online and watching video on every device Source: comScore January 2014, Accenture Video Solutions Survey 2013 90% 81% 21% 44% 89% 33% 53% PC/Laptop Tablet Smartphone 2012 of consumers watch video content over the internet Percentage of viewers consumer video by device
  11. 11. #geauxdigital14 DEVICE FRAGMENTATION IS A CHALLEGE FOR PUBLISHERS AND MARKETERS:
  12. 12. #geauxdigital14 Multi-screen Advertising Audience Receptivity • Television continues to dominate in terms of opportunity to engage audience • Sensitivity needed in addressing multiscreen audiences • Consider the device and utility
  13. 13. #geauxdigital14 Video Consumption Across Screens Different habits for different devices • High engagement / “lean in” • User-generated content • Shorter video clips • Personal, on the go device • More social with video • Full-length TV shows, movies & series • Live content • “Lean Back” passive viewing experience • “Lean back” & “lean in” • Longer form content • User generated content • Workday / office hours TV MobileDesktop Multitasking
  14. 14. #geauxdigital14 Increase Engagement And KPIS with interactive features Increase awareness & consideration • PowerShare • Pin It Button • Content Panels • Product Survey • Long Form Video • Product Slideshow • Live Countdown Clock • Video or Product Gallery • Live Twitter & Content Feeds Drive leads, store traffic & sales • SMS Alerts • Tap to Call • Tap to Text • Buy Button • Lead Capture • Search Products • View or Print Circulars • Print Coupon or Recipes • Personalized Map + Directions to Closest Retail Location Best features for local advertisers AWARENESS FAVORABILITY CONSIDERATION PURCHASE INTENT LEADS SALES
  15. 15. #geauxdigital14 LOCAL DEMOS
  16. 16. #geauxdigital14 Multi-screen Recommendations
  17. 17. How To Leverage ‘Big Data,’ Skyrocket Digital Conversions Jeanne Hurlbert, PhD Consultant, CEO of MySurveyExpert.com
  18. 18. Sunbury, NC
  19. 19. National Science Foundation
  20. 20. The Power of Connection
  21. 21. Getting Marketing ROI 3 key elements to marketing success 1. Proof of what you accomplish 2. Industry surveys to reveal the 5 core problems of your niche 3. Relate these to your back-end data systems and marketing
  22. 22. Method #1: Proof
  23. 23. “The Little Company That Could” • Story of a tiny ecommerce business • Ramped up revenue with NO extra work • Ten days after product ships, automated link to survey
  24. 24. The Result? • 10-15 testimonials a month • Data-- 95% satisfaction • Over 90% would recommend • Feedback keeps coming
  25. 25. The Big Guys Couldn’t • $100-million company • Turnarounds • Almost NO proof • Why? • No system!
  26. 26. Suppose You Wanted a Consultant . . . Consultant B • 100 testimonials • Statistical data: 98% are satisfied, 90% would recommend • 30 case studies Consultant A • 10 testimonials • But. . . • Should I Believe?
  27. 27. Whom Would YOU Choose?
  28. 28. Your Competitors . . . • Most of your competitors lack proof: • More than 80%, fewer than 10 testimonials • 60% have fewer than 5 case studies • Almost none have statistical data • Opportunity—differentiate!
  29. 29. Surveys Yield Proof • Surveys provide the key to getting proof without time and expense • 868 testimonials, with permission to use them, with our “testimonial generator” • Accessible to everyone
  30. 30. Golden Digital Content! • Permeate your marketing – appeal to people’s logic AND emotions • But also use in CONTENT!
  31. 31. Sample Video Script • How to Solve the Problem of XXXX • One of the big problems I see frequently is that people just don’t know how to_______ • SOLVING that problem can make all the difference in the world, because it lets you ____ • In fact, when I recently surveyed people whom I’ve taught to ______, the results were amazing • One of those customers now gets HIRED to ____ for other people • Several of these people have gotten JOBS, based on their ______
  32. 32. And Then . . . • They took whole course, but I want to show you 3 mistakes people make and 3 things you can do, right now, to succeed • Top 3 mistakes • Top 3 solutions • CTA [possibly tell them that 97% of the customers in your course were satisfied; and in a world where most people don’t take action, 70%--nearly 3 out of 4—actually _____]
  33. 33. Method #2: 5 Core Problems
  34. 34. Why Don’t More Businesses Create Content? They Don’t Know What to Create!
  35. 35. Good Digital Content Requires . . . • Understanding your audience • Comes from – Outcomes – Strategies – Tactics • Knowing core problems
  36. 36. What Motivates Them? • What keeps them awake at night? • What are their core concerns? • What are they focusing on most? • What are their core goals, challenges?
  37. 37. Useful At Two Levels • Understand your customers and prospective customers at a deep level – Focus your content, products/services, marketing • Hold up the mirror in digital content – Position yourself and business – Authority, credibility, thought leadership
  38. 38. How to Uncover? Industry Surveys
  39. 39. Research Foundation—Coaching Company • Company built on white papers from research • Lead generation • White papers sold for $50 on Kindle • “Go-to” in the industry
  40. 40. Other Benefits • Guides content, products, marketing • Solidifies thought leadership • Guides decision making • Garners PR and publicity • Attracts JV partners • Fuels marketing
  41. 41. It Works Anywhere . . . • Small coaching firm in design space • Survey on a shoestring • 70% opt-in rate on e-book • Over $400,000 in direct revenue from this campaign
  42. 42. #3: Make The Connection
  43. 43. Big Data • Big buzz about big data • Lot of noise • Confusion – What it is – What it means – What it can—and can’t—do for you • Can produce overwhelm
  44. 44. “Front End” Strategy
  45. 45. Quiz or Assessment • Quiz—which core problems do you have? • Automate a conversation • Quizzes are fun! • Diagnose the problem, prescribe YOUR cure
  46. 46. For Example . . . • Tag prospects, send data into CRM • Target follow-up sequences • Follow-up specific to each prospect’s problem(s)
  47. 47. Imagine If You Could . . . • “We do A, B, C, D,E . . .” versus • “You told us THIS is wrong and THIS is how we can help you solve YOUR problem” • Automate a conversation with EVERY website visitor • Show them EXACTLY how you can help maximize their potential
  48. 48. “Back End” Strategy
  49. 49. Enriching Data • Missing or hard-to-measure information • Contextual information • Examples: – Age, gender, zip code – Household income, marital status, kids, home market value, education
  50. 50. Predictive Analytics • Which customers are most profitable? • Which problems do I solve most effectively? • Which types of campaigns are generating greatest ROI? • How well am I turning Facebook “likes” into “Leads?”
  51. 51. Power of Connection • Automate what my father did, take it to a new level • Connections with them depend on information connections within your business • Linking next generation’s tool with last generation’s insights
  52. 52. Get Our White Paper: ‘The Hidden Costs of Social Proof’ Text Your Name and Email Address to: 225-395-0238
  53. 53. Tell Your Story Through Social Media Stafford Kendall Business Ambassador, Covalent Logic
  54. 54. 5 Elements of Storytelling 1. Theme 2. Venue 3. Characters 4. Plot 5. Conflict
  55. 55. What’s It For? • Facebook - Strengthening relationships you already have • Twitter - Meeting new customers and vendors • Instagram - Document the story of your business • Pinterest - Establish Brand Identity • YouTube - Slice & Dice video assets to recreate live experiences • Digital Advertising - Portal to connect
  56. 56. Q&A PANEL

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