Your SlideShare is downloading. ×
Digital Marketing Strategic Framework
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Digital Marketing Strategic Framework

5,704
views

Published on

A systematic framework for implementing a leading digital marketing planning program including lessons learned from launching several product and services in the Internet, e-commerce and mobile …

A systematic framework for implementing a leading digital marketing planning program including lessons learned from launching several product and services in the Internet, e-commerce and mobile industries.

Published in: Business, Technology

0 Comments
8 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
5,704
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
276
Comments
0
Likes
8
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Digital Marketing FrameworkSeptember 12, 201111:00 – 12:00 PMJanet JaiswalSr. Director of Global Product Marketing © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 2. Agenda › Background › Definition of digital marketing › One possible framework › What should I be doing? › Lessons Learned › Q&A1 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 3. Janet’s background on products launched Helped launch catalogs functionality for buyers and sellers eBay (books, movies, music and games)Launched a mobilecustomerexperience Launched theproduct globally Tealeaf PayPal Security(Phase I) to online Key tobusinesses PayPal consumers and Products merchants in 3 Launched continentsLaunched a mobile and aservice provider data Launched a mobile TRUSTe Infosys product and a serviceprivacy certificationservice to online Tech- partnership with Ciscobusinesses nologies globally to businesses 2 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 4. Tealeaf - The Leader in Online Customer Experience Management • 400+ Enterprise Customers; 30% of Fortune 100 • Increase website and mobile conversion and adoption rates • Improve customer satisfaction and retention • Reduce IT and Support costs • Improve customer service efficiency • Founded in 1999 and based in San Francisco, CA Improving online customer relationships one experience at a time3 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 5. Select Tealeaf customers Travel & Insurance & Retail Hospitality Financial Services 30% of Fortune 100 companies rely on tealeaf4Note: 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidentialcustomers who have given us prior permission. © Tealeaf only uses the names and logos of and Proprietary.
  • 6. Digital Marketing Planning Framework5 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 7. Digital Marketing Framework Strategic Tactical Marketing Phases Market Product Develop Execute Launch Monitor & Analysis Strategy Plan Plan Adjust Requires $$$ to create awareness; Leverage consumer- B2C focused Social media such as Facebook B2B Events and associations; Leverage business-focused Social media such as LinkedInProduct Encourage trials, endorsements from influential usersService Use testimonials and metrics to prove valueHelpful resource: http://www.pragmaticmarketing.com/ 6 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 8. Digital Marketing Framework Strategic TacticalMarketing Phases Product Develop Execute Monitor & Launch Plan Market Strategy Plan Adjust Analysis 1. What need does the market have that your company can fill? 2. Market size and growth rate 3. Buyer characteristics 4. Competitive analysis 5. Capabilities analysis7 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 9. Digital Marketing Framework Strategic TacticalMarketing Phases Develop Execute Market Product Plan Plan Launch Monitor & Adjust Analysis Strategy 1.Build/buy/partner 2.Price 3.Business case 4.Product portfolio 5.Release milestones 6.Product positioning8 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 10. Digital Marketing Framework Strategic TacticalMarketing Phases Product Develop Execute Monitor & Market Launch Strategy Plan Adjust Analysis Marketing Plan 1.Product roadmap 2.Positioning 3.Sales training 4.Marketing plan 5.Customer acquisition 6.Lead generation 7.Thought leaders9 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 11. Digital Marketing Framework Strategic TacticalMarketing Phases Product Develop Monitor & Market Launch Analysis Strategy Marketing Execute Adjust Plan Plan 1.Success stories, white papers, competitive positioning 2.Sales collaterals & tools 3.Presentation and demos 4.Event support 5.Support readiness 6.Sales training10 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 12. Digital Marketing Framework Strategic TacticalMarketing Phases Market Product Strategy Develop Marketing Execute Launch Monitor Analysis Plan Plan & Adjust 1.Launch product/service/program 2.Define metrics 3.Develop dashboard 4.Measure, measure, measure 5.Review results & adjust 6.Readiness for next phase Helpful resource: http://www.marketingsherpa.com/11 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 13. Leverage multiple digital marketing channels Content Marketing – Develop white papers, technical briefs, case studies, studies and surveys Event Marketing – Exhibit or speak at trade shows, association meetings, and virtual events, regional /local events Lead Generation / Online Marketing – email to install base, pay per lead campaigns, banner advertising etc. Partner Marketing – Co-market with partners to gain access to their customer base Public Relations & Analyst Relations – target online publications and writers, meet with key analysts Sales Support & Tools – Battle cards, FAQs, pitch deck, Objection handling, data sheet, sales training SEO & SEM – Drive traffic to your website through keyword optimization and paid search Social Media – test messages w/ online user community, engage users early & on an ongoing basis, woo influencer bloggers Website Marketing – Analytics, product landing page, navigation, etc.12 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 14. Lessons learned the hard way13 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 15. Seven Lessons learned1. Obtain support within your organization2. Beta or phase launch, where possible3. Develop the right message4. Be a good project manager5. Identify what you want to measure6. Do not ignore social media or mobile7. Monitor and adjust strategy after launch14 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 16. Lesson #1: Obtain support within your organization Most non-Marketing functions also have a role that will help man making your marketing efforts a success • Customer support – trained for customer inquiries? • Executives – Can they communicate key messages to key customers and the press? • Finance & Accounting – Are they prepared for new product lines, are invoices paid and • Legal – Did they review agreements, MSAs etc? • IT & Operations – are the systems prepared for entry of new products? Did they purchase new domains? • Product – Is the product manager ready to assist with complex calls? • Sales – Do they believe in the product/service and are they willing to sell it?15 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 17. Lesson #2: Beta or phase launch, where possible› A beta allows us to learn about the issues our customers face, what they value and how they view your product. You can also test key messages› A phased launch reduces risk especially when launching a substantially new product or to a new target market16 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 18. Lesson #3: Develop the right message› The right message informs many of your marketing efforts and if done right makes the rest of the work easier.› The wrong message causes confusion among customers and users and reduces your marketing effectiveness› Test it› Test it again17 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 19. Lesson #4: Be a good project manager When executing a large or complex campaign or a go-to-market launch, good project management can reduce costly mistakes Develop a plan and meet regularly with stakeholders Hold stakeholders accountable Use milestones to communicate status widely Identify critical milestones early so you know if your launch date will be impacted18 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 20. Lesson #5: Identify what you want to measure› If you don’t have measures in place, how will you know if you have been successful? • # of mentions in key publications • # of registrations from the site • # of webinar attendees • User reviews/ratings • # of followers, tweets etc. • # of qualified leads • $$ of sales won› Good benchmarking sources: • Marketing Sherpa • Pragmatic Marketing19 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 21. Know your mobile customersMeasure • All online services (mobile apps, mobile web, desktop web, contact center, social media) • Identify what you want to measure – Key Performance Indicators Measure › Acquisition? › Engagement and retention? › Monetization?Learn Optimize Learn • Understand your user base • Listen to your customers • Identify and eliminate customer struggle (not just site errors)Optimize • Refine goals, measure and improve performance of key services and make enhancements to remove customer struggle20 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 22. Lesson #6: Do not ignore social media or mobile Social media is time consuming and difficult to measure. If done right, it can lead to success • For example, blogging can – Establish your company’s thought leadership, – Lead to increased website visits & registrations – Help you to stay up in your industry – Power lead nurturing efforts.21 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 23. Bad customer experiences are more dangerous than ever22 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 24. 78% of users who encounter problems completing mobile transactions share those experiences with others23 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 25. Lesson #6: Do not ignore social media or mobile Mobile marketing is newer but an area where you can exert influence • By 2014, more people will access the Internet through their mobile device than their desktop PC • Mobile commerce will grow to $31B by 2016, up from $3B in 2010 • Opportunities exist with mobile web site, mobile app, SMS/MMS campaignsHelpful resource: Mobile Marketing Association has a certification program. http://mmaglobal.com24 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 26. Lesson #7: Monitor and adjust strategy after launch› Despite the best planning, some adjustment will have to be made • What is the feedback from Sales? • How did campaigns perform against KPIs? • How did the media respond? • How did your best customers respond to your new product? • What are your users saying on social media channels? • Marketing is about trial and error; it is not an exact science so expect to iterate your digital marketing strategy25 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 27. Digital Marketing StrategyKey takeaways for marketers 1. Create a plan before you start 2. Leverage multiple channels for greater success 3. Test, measure, monitor and adjust. Then do it again.If you don’t, your competition will26 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
  • 28. Thank YouJanet A. JaiswalSr. Director of Product Marketingjjaiswal@tealeaf.com© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.