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Engagement Marketing: Build Brand Awareness, Earn Trust, and Grow Loyalty

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  • 1. Engagement marketing: build brand awareness, earn trust, and grow loyalty Riaz Kanani Operations Director Profusion Ray Coppinger Online Marketing Manager Marketo Merinda Peppard EMEA Marketing Director Hootsuite
  • 2. What is Engagement Marketing? Ray Coppinger (@raycop), Online Marketing Manager EMEA @marketo
  • 3. Page 3 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Marketing Worlds are Converging Lead, Opportunities, Customers, Demand Generation, Funnel, Revenue, Sales Cycle, MQLs, SQLs Brand, Loyalty, Audience, Engagement, Reach, Frequency, Monetization, ROAS, CLTV Business Marketer Consumer Marketer
  • 4. Page 4 © 2014 Marketo, Inc. Marketo Proprietary and Confidential How can B2B and B2C Marketers….. … build deep, enduring relationships with our customers … … at an individual, personalised level … … through engaging experiences … … tied together across channels and time … … at scale … … to drive conversions they care about … … and get insight into spend and effectiveness …
  • 5. Page 5 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Engagement is Connection
  • 6. Page 6 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Engagement is Commitment
  • 7. Page 7 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Engagement is Action
  • 8. Page 8 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Engagement Marketing attempts to genuinely connect prospects and customers with a company by “engaging” them in a two-way dialogue. Engagement Marketing places emphasis on the creation of valuable relationships and encourages both parties to see mutual advantage in that relationship. Engagement Marketing Defined
  • 9. Page 9 © 2014 Marketo, Inc. Marketo Proprietary and Confidential 1. It supports the creation of relationships with individuals which can help them to make a purchase decision and beyond sale, makes them loyal, repeat customers. 2. It cultivates advocates who will build your position as a thought leader and improve your image in the market. 3. By focusing on relevance, 1:1 communication and multiple-channels – engagement marketers have a greater chance of not being filtered or ignored by those they want to connect with. Why is Engagement Marketing important?
  • 10. Engagement marketing: Using data science to go further
  • 11. 72hrs of you tube video 571 new websites 100m new emails 277,000 tweets .. created every minute
  • 12. The age of context
  • 13. Channel agnostic
  • 14. A clear picture?
  • 15. What should you think about?
  • 16. What do you know?
  • 17. Fast data versus slow data
  • 18. Engagement scoring Source: Miu
  • 19. What we speak about becomes the house we live in - Hafiz
  • 20. › Think about the touch points with your customers across the various channels › Start with what you know › Use slow data to better understand your customers to then tailor more messaging to more customers › Do start slow › Be careful about how your communicate Key takeaways
  • 21. Thank you
  • 22. Always Be Relevant. Raymond Coppinger (@raycop), Online Marketing Manager EMEA @marketo
  • 23. Page 24 © 2014 Marketo, Inc. Marketo Proprietary and Confidential The Importance of being…Relevant Impersonal and poorly timed messages make your prospects/customers think, You don’t know who I am. You don’t know what I want.
  • 24. Page 25 © 2014 Marketo, Inc. Marketo Proprietary and Confidential This is the butcher shop my Grandfather was a customer of for 40 years. The butcher knew a huge amount about my Grandfather…
  • 25. Page 26 © 2014 Marketo, Inc. Marketo Proprietary and Confidential He also knew what he did, like follow the local club every Sunday. This allowed him to create experiences for my Grandfather.
  • 26. Page 27 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Why am I telling you this?
  • 27. Page 28 © 2014 Marketo, Inc. Marketo Proprietary and Confidential It demonstrates the power of knowing your customer, all the way from who they are, what they like and critically WHAT THEY DO…
  • 28. Page 29 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Slide 1: Behavioural Segmentation • TBD “It’s not who I am underneath but what I do that defines me.” Batman says it best…
  • 29. Page 30 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Beyond Demographics… To be truly relevant, you not only have to know the demographics (and in some cases the firmographics) of your audience, but critically how they behave. • Gender • Age • Geography • Income • Interests • Job title • Industry • Company size
  • 30. Page 31 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Behavioural Targeting: Key to Relevance Tactics to Increase Email Engagement
  • 31. Page 32 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Example: Topic of Interest Triggers #1
  • 32. Page 33 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Example: Topic of Interest Triggers #2
  • 33. Page 34 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Standard Nurture Behaviour-Based Lift Open 21.7% Open 34.0% 57% Click to Open 23.4% Click to Open 37.1% 59% Click 5.1% Click 12.6% 147% Behavioural Targeting: The Impact
  • 34. Page 35 © 2014 Marketo, Inc. Marketo Proprietary and Confidential How to target based on Behaviours Email Social Website Which emails did a consumer open and/or click on? Did a consumer mention your company on Twitter? Did a consumer visit your website? If so, how recently? Which emails did she NOT open and/or click on? Did she navigate to your site from Facebook? What content did she download or view? Which type of offer does she respond to most often? Did she share one of your messages? What keywords were used to navigate to your site? How long ago was her last interaction with an email — three days, three weeks or three months? Did she comment on one of your blog posts? How long did she stay on your website? Who responds frequently, who rarely interacts? How many pages did she view while there?
  • 35. Page 36 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Listening & Responding to Behaviours
  • 36. Page 37 © 2014 Marketo, Inc. Marketo Proprietary and Confidential A colleague bought a pair of jeans called “Jet Blues” on Bonobos.com and they sent him an email referencing the purchase of these jeans and suggesting a shirt to go with them. Simple. Relevant. Effective. Behavioural Targeting in Action
  • 37. Page 38 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Content + Context = Relevance What Where How Why When
  • 38. Adopt new technologies effectively or face competitive obsolescence. A study by MIT Sloan Management Review and Capgemini Consulting
  • 39. Tip 1: Tailoring your customer engagement TWITTER BLOG GOOGLE+ LINKEDIN YOUTUBE FACEBOOK INSTAGRAM PINTEREST SLIDESHAREZENDESK
  • 40. Tip 2: Empowering your team
  • 41. Create Distribute Engage Measure Amplify Content Engagement Paid Initiatives Tip 3: Create Great Content
  • 42. "Most self-promotions are works of attention-seeking desperation. This one's practically a work of art.” –Adweek Game of Social Thrones
  • 43. Results: 750,000+ YouTube views Media pick-up by: Mashable, TIME, Adweek, FastCompany & AdAge
  • 44. i Results: 115,000 total views 10,000+ shares generated through our blog, SlideShare, Facebook, Twitter, Google+, as well as our Social Media Today syndication and LinkedIn channel
  • 45. Thought Leadership
  • 46. Results: 6,000+ click-throughs to hootsuite.com on the day the article was published Mobile app had a 78% bump in downloads
  • 47. Be the show – Not the commercial Tell stories with heart Content Tips Let personalities shine
  • 48. Social Engagement Results Growth in blog traffic since 2012 Of blog traffic comes from social Of unique page views to landing pages driven by social Contact sales form fills driven by social 450% 50% 19% 31%
  • 49. @Hootsuite_UK @Peppard merinda.peppard@ hootsuite.com Short link: ow.ly/ywB4F Get in Touch:
  • 50. Summary Ray Coppinger (@raycop), Online Marketing Manager EMEA @marketo
  • 51. Page 53 © 2014 Marketo, Inc. Marketo Proprietary and Confidential #1 #2 #3 #4 #5 Demographic Behavioral Segmentation Mass Advertising 1:1 Communication Point in time Blasts Continuous Relationships Limited content across isolated channels Deep content across integrated channels Intuitive decision making Data-driven automation Summary
  • 52. Thank you!
  • 53. Q&A Riaz Kanani Operations Director Profusion Ray Coppinger Online Marketing Manager Marketo Merinda Peppard EMEA Marketing Director Hootsuite