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Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
Digital baselines amplify marketing effectiveness
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Digital baselines amplify marketing effectiveness

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Introducing the concept of Digital baselines which amplify marketing spend as they will deliver an ongoing annuity of brand impressions. Starbucks is world class, Levis has a great trajectory, but Old …

Introducing the concept of Digital baselines which amplify marketing spend as they will deliver an ongoing annuity of brand impressions. Starbucks is world class, Levis has a great trajectory, but Old Spice isn't as impressive as you might have thought. Here is how they work, how to build them and what the future will bring.

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  • 1. Rubinson Partners, Inc. “Food for Thought” Series How Digital Baselines Can Amplify Your Marketing EffectivenessJoel Rubinson, Presidentjoel@rubinsonpartners.comBlog.joelrubinson.netTwitter: @joelrubinsonAlso on LinkedIn and Slideshare Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 2. From push to pull to baselines Understand the idea of digital baselines Determine The future impact Measurement Build strategy Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 3. From push to pull…to baselines Traditional advertising is “push”; advertisers only get the ad impressions they pay for. In Digital, the consumer can pull messages when THEY choose…by searching, navigating, liking a brand on Facebook, subscribing to a Youtube channel, etc.  In a digital age, brand advertising can build “digital baselines”… generating an annuity of earned and owned impressions continuously into the future.  This amplifies the effectiveness of your marketing spend Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 4. Digital baseline impressions are significant Tens of millions have chosen to connect to and search for Starbuck’s, building up huge digital brand baselines…it gets well over100 million impressions (earned, owned, and search) each month that it does NOT have to pay for! Baselines include…  33MM Facebook fans, generating 50-100MM impressions from page updates  16MM searches each month for the word “coffee” (they show on the first page of search results (probably 50MM+ searches where Starbucks shows up in total)  3MM followers on Twitter  3MM monthly unique visitors to their website  Millions of smartphone app downloads which allow for mobile pay at Starbucks and recharging digital accounts Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 5. Levi’s Go Forth” campaign built baselines from scratch Started 2009  Levi’s had a social graph under 20,000 Today they have:  6MM fans in Facebook  93K followers in Twitter  1MM+ monthly UVs to their website  Generates tens of millions impressions each month that they do not have to pay for. Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 6. On the other hand, Old Spice was a campaign with modest residual media effect Old Spice certainly generated:  Sales increases  Lots of views on Youtube…over 300MM views But only created modest digital baselines  2MM+ Facebook fans  300,000 Youtube channel subscribers  200,000 followers on Twitter http://wearesocial.net/blog/2010/08/wie  20,000 monthly unique visitors to their den-kennedys-spice-case-study/ website Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 7. Digital marketing goals You should have two primary goals:  Generate short term conversion/sales lift  Build your digital baselines  These will require different digital creative and media strategies  BUT, to understand how to weigh the two objectives you need to determine digital baselines’… Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 8. Digital baseline impact Key question: what are digital baselines impressions worth?  Consultant narrative is not enough…YOU NEED EVIDENCE! Getting evidence:  For sales that occur offline: use marketing mix modeling (preferably, a newer multi-stage approach)  You will probably find that TV advertising not only drives sales directly but it also drives search, liking a brand on Facebook, following a brand on Twitter, etc. which in turn drive sales  For sales that occur online, use attribution modeling  The importance of individual digital brand baselines (e.g. Facebook vs. owned media visits) will vary for different brands Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 9. Digital baseline impact evidence Working with Compete data, I analyzed 63 brands across retail, restaurant, and beauty. Becoming a brand fan on Facebook increased the likelihood of visiting the brand’s website by 85%. http://blog.joelrubinson.net/2012/06/surprising-new- study-on-facebook-marketing-effectiveness-for-brands/ Marketing Mix Modeling I was involved with showed Facebook impressions were significantly correlated with sales and website visits Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 10. Building brand baselines Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 11. The case for digital baselines They are an asset, delivering impressions each month that the marketer does not pay for  In effect, amplifying the effectiveness of your marketing spend They affect the customer relationship in deeper ways, even extending into mobile payment They can deliver sales lift Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 12. Digital Baseline Building Paid within Brand Paid social Owned preference Sharing andtraditional, environment media and customer endorsement digital (e.g. interactions Facebook) Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 13. Digital Baseline Building Twitter Owned media, followers apps users Facebook Search Youtube, other likes Ideas hereinimpressions of Rubinson are property subscribers Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 14. Digital Baseline Building Paid within Brand Paid social Owned preference Sharing andtraditional, environment media and customer endorsement digital (e.g. interactions Facebook)Levers can build baselines and baselines can build each other Owned media, Twitter followers apps users Search Youtube, otherFacebook likes impressions of Rubinson Ideas herein are property subscribers Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 15. When a marketer makes digital baselines akey objective, they will adopt differentcommunication strategies More Starbucks, less Old Spice; your objective is to get people to “join your brand” Owned media will offer content, offers, a sense of community, and functionality that is engaging, sharable, and provides SEO for key terms Digital display will try to drive people to a landing page that encourages them to join an owned media environment (provide e-mail for rewards, download app, etc.) Advertising on Facebook and Twitter will be increased, to build the number of likes and followers Facebook updates will have different content strategies:  Practice visual branding; harmonize visuals to make products easier to find in store  Induce Facebook fans to download mobile apps  Tightly link content from website to Facebook to encourage traffic to owned media LAST BUT NOT LEAST: CHANGE THE RESEARCH METRICS OF BRAND SUCCESS Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 16. New metrics of success If you are using surveys alone to track brands, you are not positioned to succeed in a digital age  Create KPIs comprised of BOTH survey and digital metrics  From digital analytics you can measure and track progress at building digital baselines and the impressions they spawn each month Modify marketing mix modeling approaches so these new metrics are also variables going into your models Leverage user-level digital data:  Profile users (for learning and more precise ad targeting)  Track activity  Conduct attribution analysis  Link digital baselines (e.g. Facebook oauth permission to download apps and get offers) Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 17. What’s next? Cracking the code onmobile to generate shopperimpressions A brand impression someone sees while in “shopper mode” will be more impactful The great majority of sales are planned at home but occur in physical stores The mobile device is the connection…in the US, it is probably with half of us at both times and places Marketers must extend digital baselines to connect both places and phases of shopping  Smart phones can bring shopping plans and offers from home to store Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 18. The evolution of digital mediathinking Thinking digital Balanced Digital advertising approach: baselines would kill TV paid, owned, advertising earned media All brand Media building would convergence be via social media Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 19.  If you found these ideas stimulating, Rubinson Partners would love to help you create and measure a digital baseline strategyjoel@rubinsonpartners.com Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com
  • 20. Abut Rubinson Partners, Inc. Joel Rubinson is President of Rubinson Partners, Inc. marketing and research consulting for a brave new world and a member of the faculty of NYU Stern School of Business where he teaches social media strategy. Joel is the former Chief Research Officer at the ARF. Started in 2010, Rubinson Partners, Inc. (RPI) is a marketing and research consultancy that has helped equip marketers, research, firms, and digital marketing companies for success in a digital age. Selected assignments:  For a large CPG marketer, evaluate measurement gaps regarding digital data and create a roadmap  For Unilever, designed one of the most comprehensive shopper insights digital sensing and social media listening platforms ever created  For AOL and BBDO, consulted on “7 Shades of Mobile” to understand smart phone owners’ usage and motivations into a new way of defining what we called “behavior markets”.  Working with MSA, a leading analytics firm, created a next generation approach to marketing mix modeling that is specifically geared towards improved estimation of digital and social media impact  Conducted numerous workshops on shopper and digital  For ShareThis, led one of the largest analyses of social media sharing behavior ever conducted,  In partnership with InsightsNow, Inc. RPI created a next generation system for innovation  For a major marketer, helping to shape a new approach to digital media measurement  Conducted white paper analyses for leading suppliers Contact info:  joel@rubinsonpartners.com Ideas herein are property of Rubinson Parters and cannot be used without permission. joel@rubinsonpartners.com

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