Digital marketing technology has outpaced the ability of marketers to implement and optimize it. In this talk, I present a strategic approach to help marketers implement omni-channel marketing more successfully.

1. The Fundamental
Things Still Apply
How to deal with “Innovation
Overload” and produce business
results
#NEDMAInno14
Louis Gudema
@louisgudema
http://louisgudema.com

2. Louis Gudema
Senior Account Executive
ISITE Design
Senior Account Executive
Overdrive Interactive
Founder and president
Magic Hour Communications
Blog for
Econsultancy
IDG Connect
http://louisgudema.com

3. Rate of change is accelerating
SEO
banners/ads
search ads
marketing automation
social media
predictive analytics
mobile
real-time bidding
programmatic ad sales
wearables
Internet of Things
website
analytics
email marketing
Ecommerce
CRM
content management system

5. Information
Overload
Innovation

6. Most companies not using
marketing automation
Fortune 500 25%
B2B 11-13%
All 5%
And many of these are using it only for email
http://www.clickz.com/clickz/column/2243015/25-of-fortune-500-b2b-companies-have-adopted-marketing-automation

7. Content everywhere
• 54% of brands don’t have a content
strategy
• 75% of brands intend to increase their
content marketing spend

8. Agencies are overwhelmed, too
http://www.mediapost.com/publications/article/221082/small-mid-sized-agencies-still-ambivalent-about.html
94% of small- and mid-sized agencies say they are not
using, or are not sure of, programmatic ad buying

9. Digital has changed everything

10. Omni-channel marketing lives

11. So the fundamental things
still apply
You need to reach the right AUDIENCE
with the right MESSAGE and OFFER on
the right DEVICE at the right TIME and
MEASURE and OPTIMIZE
And digital gives you many more tools
and channels to do it with

12. • Top-down enterprise approach
• Bottom-up departmental approach

13. “Tactics without strategy
is the noise before defeat.”
- Sun Tzu

14. • Empower innovation champions
• Identify needs
• Break down silos
• Align the entire organization around
change
• Create policies to support change
• Budget to support change
Governance

15. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize

16. Top down…
• This can take 6-12 months
• May need to wait for next budget
cycle for full implementation
• Plan some quick wins along the way
to build credibility

17. Build your team
…of analytical marketers

18. Develop Personas
• Start with 3-6 personas that matter
• Your biggest customers: common
characteristics
• Differences that are important to
buying
• Customer interviews and surveys
• Use demographics and
psychographics and bring to life

19. Developing Personas with Website data

20. Developing Personas with Website data

21. Developing Personas with Website data

22. Data from social media

23. Research tools
WhatRunsWhere.com

24. Social Media listening

25. Research conversations

26. Developing Personas

27. Developing Personas

28. Using personas in website

29. Using personas in website

30. Using personas in website

31. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize

32. Buyers/Customers stages
Awareness
Interest
Preference
Action
Sustain/resell
Champion

33. Buying/Customer Stage

34. Buyer’s journey
http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

35. You must use omni-channel
marketing because
your customer is everywhere.

36. Different preferences for
different experiences

37. Search behavior and keywords
vary by stage of buyer’s journey
http://www.b2bmarketinginsider.com/search-marketing/how-to-use-paid-search-to-target-buyers-by-stage

38. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize

39. Identify best channels

40. Identify best properties…
• Start with search marketing
• Use remarketing
• Site visitors
• Look-alike
• Look at sources of traffic to your
website
• Look at demographics of people
using properties, and how to target
• Consider omni-channel options to
boost results

41. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize

43. Tips for selecting technologies…
• What is your technology stack?
• Will IT support it, if necessary?
• Will it integrate with your other
systems, especially your data?
• Avoid a features war
• 80:20 rule
• Best-of-breed vs Integrated suite
• Ease of implementation
• Learning curve and ease-of-use
• Ease of analytics
• Will it make a difference?

44. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize

45. Competitive Research

46. Competitive Research

47. Research: keyword tool

48. Competitive Research

49. Research: keyword tool

50. Competitive ad information

51. Vary content, etc. by stage of
buyer’s journey
Awareness Consideration Decision
Keywords Broad industry,
issues
Solutions Brands
Content Webinar,
infographic,
checklist, Top
10 issues
Case studies,
demos, FAQ,
spec sheet
Free trial,
ROI
calculator,
coupon, info
for CFO
Gated No Maybe Yes
Sales
follow-up
No Maybe Definitely

52. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize

53. Data, data, data…
http://www.searchenginejournal.com/10-great-social-web-analytics-tools/90629/

54. Collect emails first,
sell second

55. Ultimate goal:
quantifying marketing’s
contribution to revenue

56. Maybe your corporate culture
doesn’t support this approach

57. Bottom-up, departmental
approach

58. Bottom-up, departmental
approach

59. Bottom-up, departmental
approach

60. Bottom-up, departmental
approach

61. • Duplicate, possibly incompatible
technologies
• Extra effort, or less cooperation, from IT
• Poor sharing of learnings
• Lack of policies, training, always-on
budgets
• No economies of scale in media buying
• Holes in customer experience
• Etc., etc., etc.
Bottom-up, departmental
approach problems

62. It’s not just the tools,
it’s how you use them

63. It’s not just the tools,
it’s how you use them
http://wowpics.in/amazing-pics/amazing-celebrity-models-pencil-sketches/

64. Louis Gudema
http://louisgudema.com
http://www.slideshare.net/lgudema/presentations
The Fundamental
Things Still Apply