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Gut Checking Your 2014 Integrated Digital Marketing Plan
How progressive brands are considering and prioritizing digital i...
Today’s Presenters
Tina Hodson, Digital Marketing Consultant | Conn’s Home Plus
Tina Hodson serves as a digital product an...
About The Companies
About Conn’s
Conn's was founded in 1890 in Beaumont, Texas, and became a specialty furniture
and home ...
First and Last Plug: The ethosystemTM
Our integrated approach leads to robust digital marketing strategies and plans
that ...
“Gut” Checking Your 2014 Integrated Digital
Marketing Plan
Top 6 Considerations
1. Planning Process
2. Tactical Level-Sett...
#1 Planning Process

Consumers. The big idea.

ethology
7
Plans and Budgets
Hey Tina, I have a
budget, is my planning
done?

Mike, you’re doing it
wrong…and what are
you going to b...
Pro Tip: Budgeting…

But Still LAST!
Consumers. The big idea.
All Rights Reserved © ethology, Inc.

#GutCheck

ethology
9
Ethology (Annual) Integrated Planning Process
Business Goals
• Definition
• Map digital
KPIs
• Audit ability to
efficientl...
Other Pro Tips
• Not all digital goals should be financial
• Don’t leave estimation to finance

• A strong planning proces...
Planning Process Q&A
Hey Tina?

• How often do you go through your planning process?
• Who does the main planning team con...
#2 Tactical Performance Audits

Consumers. The big idea.

#GutCheck

ethology
13
Common Tactical Deficiencies Upon Audit
• Misalignment with target audience behavior / desires
• Lack of centralized conte...
Pro-Tip: Fix the Foundation Conversion Up

OTHER
PAID
REFERRAL
DISPLAY
CLICK

THE PATH
TO
PURCHASE

SOCIAL
EMAIL

3.1

1.9...
Tactical Performance Q&A
• What tactical improvements did you take on last year?
• Knowing there’s a never ending list, ho...
#3 Planning for Programs

Consumers. The big idea.

ethology
17
“Programs” vs. Tactics

Advertisers are prioritizing
integrated tactics or “programs”
to solve business problems
Program s...
Common Integration Deficiencies Upon Audit

• Search: SEO, PPC, content, social

• Retention: CRM, Email & Social (Offline...
Baseline “Programs” For All Plans
Content Marketing:
Content
Strategy, Search, Social,
Content

Cross-Channel User
Experie...
Tactical Integration: Content Strategy at
the Core
content
creation
paid media
promotion

content
strategy

futurefriendly...
Program Q&A
• What programs did you prioritize for 2013?

• How will they evolve in 2014?

Were you saying
something?

Hey...
#4 ResourceCapabilities
Alignment

Consumers. The big idea.

ethology
#1 Impediment to Tactical Integration: Silos

You brought them in, you can take them out!
Consumers. The big idea.
All Rig...
Cultural Shifts That Break Down Silos
• Reimagine your marketing organizational
structure, processes, and operations desig...
Staffing Model Extremes
In-house

Delivery Partners

• Tactical execution with internal
staff

• Tactical execution with
e...
The “In-Housing” Trend
In-housing trends come and
go, is it here to stay?
Regardless, most
companies outsource
creative, m...
Resourcing & Integration Q&A
• What efforts do you staff internally vs. with partners?
• Why have you developed this struc...
Pro Tip: Integrated Management Documents

Consumers. The big idea.
All Rights Reserved © ethology, Inc.

#GutCheck

etholo...
#5 Cross-Channel Analytics

Consumers. The big idea.

ethology
30
The Value of Marketing Mix Modeling

Consumers. The big idea.
All Rights Reserved © ethology, Inc.

#GutCheck

ethology
31
Measurement Q&A
• Are you effectively examining attribution?
• Do you measure online and offline interaction?
• How are yo...
#6 Budgeting

Consumers. The big idea.

ethology
33
Digital Investment Trends

Consumers. The big idea.
All Rights Reserved © ethology, Inc.

#GutCheck

ethology
34
Budgeting for Digital

Consumers. The big idea.
All Rights Reserved © ethology, Inc.

#GutCheck

ethology
35
Aligning Budget with Opportunity:
Where Our Clients Are Investing
• Foundational Tactical Improvements
• Content Strategy,...
Funding Q&A
• Who is involved in your budgeting process?
• How do you justify your resource models from a
budgetary standp...
Autographed Book Giveaway!
Audience members who give us
a shout will be entered to win an
autographed copy of Jay Baer’s
l...
Mike Corak
EVP of Strategy
@mikecorak

Consumers. The big idea.
All Rights Reserved © ethology, Inc.

#GutCheck

ethology
...
Gut Checking Your 2014 Integrated Digital Marketing Plan
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Gut Checking Your 2014 Integrated Digital Marketing Plan

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How progressive brands are considering and prioritizing digital integration in their 2014 plans. This deck shares key considerations throughout the planning process, discussing research and strategy, digital tactics v. integrated programs, and full-funnel analytics. American Marketing Association event, sponsored by ethology, presented by Mike Corak of ethology and Tina Hodson of Conn's Home Plus.

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  • On pace to consult on or develop over 100 digital marketing plans in 2013Neglected area themes we’ve seen, large company to small
  • I’m an ethologist. It doesn’t just mean that I work for ethology, it means I’m a consumerist & an intergrationist.& TODAY YOU ARE ALL ABOUT TO BECOME ETHOLOGISTS TOO!
  • http://www.forrester.com/Getting+The+Green+Light+For+Marketing+Mix+Optimization/fulltext/-/E-RES77501
  • Transcript of "Gut Checking Your 2014 Integrated Digital Marketing Plan"

    1. 1. Gut Checking Your 2014 Integrated Digital Marketing Plan How progressive brands are considering and prioritizing digital integration in their 2014 plans. Webinar will share key considerations throughout the planning process, discussing research and strategy, integrated tactics vs. programs, and full-funnel analytics. Use the hashtag #gutcheck to extend the conversation and enter to win a signed copy of Jay Baer’s Youtility mentioned in this webinar. Go to www.slideshare.net/mcorak to view a copy of this presentation, and check back for the recorded version. Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 2
    2. 2. Today’s Presenters Tina Hodson, Digital Marketing Consultant | Conn’s Home Plus Tina Hodson serves as a digital product and marketing consultant for Conn’s, based in Houston, Texas. She has also worked for GDD Interactive Agency, Match.com, Mate1.com, and True.com. Tina began her career in marketing in education and telecommunications, working for such ventures such as Verizon Wireless, Southern Methodist University (SMU), and Excel Communications. Tina earned her Masters in Computer Science Engineering (MCSE) from SMU and a Bachelor of Arts at University of Texas - Arlington. Mike Corak, Executive Vice President, Strategy | ethology As Executive Vice President of Strategy, Mike Corak leads the strategic planning and agency services teams. Mike has developed and implemented winning digital and integrated strategies for hundreds of companies; including Coca-Cola, ConAgra Foods, ConocoPhillips, FedEx, Fujitsu, Nike, Office Depot, and Walt Disney. He has led strategy teams at Off Madison Ave and iCrossing. Mike is Graduate of University of Arizona and serves on the SEMPO board. Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 3
    3. 3. About The Companies About Conn’s Conn's was founded in 1890 in Beaumont, Texas, and became a specialty furniture and home appliance retailer that operates 69 stores across Texas, Oklahoma, Louisiana, New Mexico and Arizona. The retailer. is a publicly traded company and offer consumers appliances, electronics, furniture, mattresses, as well as quality customers service, distribution, financing, insurance and other related services. T o learn more about Conn's, visit conns.com. About ethology Ethology is the integrated digital marketing agency for evolving consumer brands. Ethologists come from top-tier agency and online industry leaders, such as Omnicom, Google, Facebook, Edelman, McCann and others. Its team of digital marketer are experts at research, strategy, planning, organic search, paid search, display media, social media, email marketing, content strategy, analytics, web development and design. Ethology is based in Phoenix, Arizona, and a portfolio company of Tallwave, a lean business accelerator and venture management company. For more information about ethology, go to www.ethology.com Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 4
    4. 4. First and Last Plug: The ethosystemTM Our integrated approach leads to robust digital marketing strategies and plans that influence and engage your customers. Our satisfaction comes from helping brands listen, adapt, and resonate with their audiences. It’s not just what we do, but how we think. 1. Research: market assessment & customer insights 2. Planning: strategic & tactical programs 3. Execution: development & implementation 4. Analysis: data & reporting This year: +80 Digital Marketing Plans, and +200 Tactical Audits Created Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 5
    5. 5. “Gut” Checking Your 2014 Integrated Digital Marketing Plan Top 6 Considerations 1. Planning Process 2. Tactical Level-Setting 3. Evolving to “Programs” 4. Resource Alignment 5. Cross-Channel Measurement 6. Budgeting Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 6
    6. 6. #1 Planning Process Consumers. The big idea. ethology 7
    7. 7. Plans and Budgets Hey Tina, I have a budget, is my planning done? Mike, you’re doing it wrong…and what are you going to buy me? Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 8
    8. 8. Pro Tip: Budgeting… But Still LAST! Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 9
    9. 9. Ethology (Annual) Integrated Planning Process Business Goals • Definition • Map digital KPIs • Audit ability to efficiently measure and tie back to business goals Audits & Inputs Strategy • Consumer Insights • Content Demand • Personas • Tactical Audits • User Experience Audits • Resource Audit • Competitive Analysis • Share of Voice • Offline Marketing Plan Review • Tool Assessment • Funnel Definition • Opportunity Assessment • GAP Analysis • Brand Taxonomy • Tactical Strategy • Integrated Strategy • Content Strategy • Resource Assignment • Projections Plan Budget • Ops Design • Tactical Calendar • Content Calendar • Technical Roadmap • Usability Roadmap • Resource Roadmap • Innovation Roadmap • Integrated Processes • Roles & Responsibilities • Cost Estimate Against Program & Outcomes • Feasibility Assessment Adjust and Repeat Until Approved Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 10
    10. 10. Other Pro Tips • Not all digital goals should be financial • Don’t leave estimation to finance • A strong planning process iterates • Try combining online and offline planning • Fluctuate results with resource allocation • Educate the organization • Employ 3rd party consultation Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 11
    11. 11. Planning Process Q&A Hey Tina? • How often do you go through your planning process? • Who does the main planning team consist of? • How do you integrate online and offline programs? And local needs? Yes Mike? Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 12
    12. 12. #2 Tactical Performance Audits Consumers. The big idea. #GutCheck ethology 13
    13. 13. Common Tactical Deficiencies Upon Audit • Misalignment with target audience behavior / desires • Lack of centralized content strategy • User experience inconsistencies across channel • Suspect mobile experiences • Devolved SEO strategy (link building v. content) • Local listing claiming v. local marketing • Dated direct programs (email) • Inefficient media spends (under funding) • Improper analytics tagging • Under-resourced social executions Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 14
    14. 14. Pro-Tip: Fix the Foundation Conversion Up OTHER PAID REFERRAL DISPLAY CLICK THE PATH TO PURCHASE SOCIAL EMAIL 3.1 1.9 1.4 ASSIST INTERACTION 2.2 DIRECT PURCHASE Acts more as an LEGEND ORGANIC SEARCH PAID SEARCH 1.0 0.9 0.8 0.5 Acts more as a LAST INTERACTION A channel’s position on the chart is defined by the “assist/last interaction ratio” Consumers. The big idea. All Rights Reserved © ethology, Inc. ethology 15
    15. 15. Tactical Performance Q&A • What tactical improvements did you take on last year? • Knowing there’s a never ending list, how do you determine priority? Hey Tina? Yes? Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 16
    16. 16. #3 Planning for Programs Consumers. The big idea. ethology 17
    17. 17. “Programs” vs. Tactics Advertisers are prioritizing integrated tactics or “programs” to solve business problems Program success is highly dependent on true integration Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 18
    18. 18. Common Integration Deficiencies Upon Audit • Search: SEO, PPC, content, social • Retention: CRM, Email & Social (Offline Direct) • Media: PPC + Display + Social Media (+ Content/Native) • Local: Beyond listing claiming, content, search, social • Full program analytics Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 19
    19. 19. Baseline “Programs” For All Plans Content Marketing: Content Strategy, Search, Social, Content Cross-Channel User Experience & Technical Roadmaps Integrated & Predictive Analytics Consumer Insights, Integr ated Marketing Plans & Consultation Local: Content, Search, Social Cross-Channel Media: Search, Display, Social Retention: CRM + Email + Social + Direct Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 20
    20. 20. Tactical Integration: Content Strategy at the Core content creation paid media promotion content strategy futurefriendly lifecycle marketing (email) social promotion and discussion tacticallyagnostic search analytics lenses: local + mobile Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology
    21. 21. Program Q&A • What programs did you prioritize for 2013? • How will they evolve in 2014? Were you saying something? Hey Tina? Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 22
    22. 22. #4 ResourceCapabilities Alignment Consumers. The big idea. ethology
    23. 23. #1 Impediment to Tactical Integration: Silos You brought them in, you can take them out! Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 24
    24. 24. Cultural Shifts That Break Down Silos • Reimagine your marketing organizational structure, processes, and operations design • Rally teams and partners around programs • Assign common success KPIs across teams (incentives) • Create a senior level content position • Include cross-channel teamwork in performance reviews • Celebrate group successes • Educate! Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 25
    25. 25. Staffing Model Extremes In-house Delivery Partners • Tactical execution with internal staff • Tactical execution with external staff • Consultation from tactical industry experts • Partnered planning • Examples: CPG • Examples: Intuit, Amazon Benefits: Tactical accountability, Benefits: Cost effective, activity oversight, integration control (in theory) Risks: Planning ability, talent, ability to tactically stay cutting edge, team management, knowledge for program evolution and integration Risks: Direct tactical oversight and staffing, cost, multiple agency management and integration, ability to understand where to make bets (partner competition) Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 26
    26. 26. The “In-Housing” Trend In-housing trends come and go, is it here to stay? Regardless, most companies outsource creative, media, and highly technical needs Trends also show increased usage of consultants, tactic up to business planning and program management In the end, the right answer is the ecosystem that works for you. Plan for it! Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 27
    27. 27. Resourcing & Integration Q&A • What efforts do you staff internally vs. with partners? • Why have you developed this structure and how do you see it evolving? • How do you ensure integration among internal resources, tactics, and partners? Were you saying something? Hey Tina? Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 28
    28. 28. Pro Tip: Integrated Management Documents Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 29
    29. 29. #5 Cross-Channel Analytics Consumers. The big idea. ethology 30
    30. 30. The Value of Marketing Mix Modeling Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 31
    31. 31. Measurement Q&A • Are you effectively examining attribution? • Do you measure online and offline interaction? • How are you planning to evolve analytics in 2014? Predictive modeling? You promised an hour… Hey Tina? Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 32
    32. 32. #6 Budgeting Consumers. The big idea. ethology 33
    33. 33. Digital Investment Trends Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 34
    34. 34. Budgeting for Digital Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 35
    35. 35. Aligning Budget with Opportunity: Where Our Clients Are Investing • Foundational Tactical Improvements • Content Strategy, Content, and Content Marketing • Mobile Experience Improvements (Responsive) • User Experience and Technical Roadmaps • Metrics Analysis • Infrastructure: Systems, Tools, and Staff (Content Managers, Program Managers) • Efficient Media Expansion with Demand/Quality • Direct Improvements: CRM, email, sms, integration • Integrated Digital Marketing Plans Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 36
    36. 36. Funding Q&A • Who is involved in your budgeting process? • How do you justify your resource models from a budgetary standpoint? Do you tie in potential plan outcomes against cost? • Do you create slush funds for experimentation and industry developments? You owe me… Hey Tina? Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 37
    37. 37. Autographed Book Giveaway! Audience members who give us a shout will be entered to win an autographed copy of Jay Baer’s latest NY Times Best Seller – Youtility (the book includes comments from Mike Corak, EVP @ethology) Include the hashtag #GutCheck in a tweet, let us know what you thought! Find this presentation at slideshare.net/mcorak Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 38
    38. 38. Mike Corak EVP of Strategy @mikecorak Consumers. The big idea. All Rights Reserved © ethology, Inc. #GutCheck ethology 39

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