NEDMAInno14: The Fundamental Things Still Apply: How to Deal with "Innovation Overload" and Produce Business Results - Louis Gudema
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NEDMAInno14: The Fundamental Things Still Apply: How to Deal with "Innovation Overload" and Produce Business Results - Louis Gudema

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The Internet has changed everything in so many industries. And at the same time, in marketing, some fundamental truths never change. ...

The Internet has changed everything in so many industries. And at the same time, in marketing, some fundamental truths never change.

- Americans are now spending more time online than watching TV, much of that on social media sites that did not exist 10 years ago.
- Newspaper advertising revenue has dropped by over 50%.
- About $50 billion/year is now spent on online advertising
70% of Americans use mobile as part of their retail experience
- P&G is now spending over a third of its marketing budget on digital.

Marketers need to explore the buyer’s journey, develop personas, and use the right mix of digital and traditional media to respond to where that customer is – from awareness to customer to advocate. This presentation addresses some of the disruption caused by digital and the new opportunities that it produces, and technologies to enable them.

This presentation was developed by Louis Gudema, Senior Digital Marketing and Sales Maven, and was given at NEDMA's 2014 DM Innovations Symposium.

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NEDMAInno14: The Fundamental Things Still Apply: How to Deal with "Innovation Overload" and Produce Business Results - Louis Gudema NEDMAInno14: The Fundamental Things Still Apply: How to Deal with "Innovation Overload" and Produce Business Results - Louis Gudema Presentation Transcript

  • The Fundamental Things Still Apply How to deal with “Innovation Overload” and produce business results #NEDMAInno14 Louis Gudema @louisgudema http://louisgudema.com
  • 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
  • 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
  • Information Overload Innovation
  • 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
  • Content everywhere • 54% of brands don’t have a content strategy • 75% of brands intend to increase their content marketing spend
  • 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
  • Digital has changed everything
  • Omni-channel marketing lives
  • 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
  • Top-down, enterprise approach
  • Bottom-up, departmental approach
  • “Tactics without strategy is the noise before defeat.” - Sun Tzu
  • • Empower innovation champions • Identify needs • Break down silos • Align the entire organization around change • Create policies to support change • Budget to support change Governance
  • 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
  • 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
  • Build your team …of analytical marketers
  • 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
  • Developing Personas with Website data
  • Developing Personas with Website data
  • Developing Personas with Website data
  • Data from social media
  • Research tools WhatRunsWhere.com
  • Social Media listening
  • Research conversations
  • Developing Personas
  • Developing Personas
  • Using personas in website
  • Using personas in website
  • Using personas in website
  • 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
  • Buyers/Customers stages Awareness Interest Preference Action Sustain/resell Champion
  • Buying/Customer Stage
  • Buyer’s journey http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
  • You must use omni-channel marketing because your customer is everywhere.
  • Different preferences for different experiences
  • 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
  • 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
  • Identify best channels
  • 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
  • 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
  • http://www.thehubcomms.com/who-is-winning-the-marketing-cloud-wars/article/336854/
  • 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?
  • 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
  • Competitive Research
  • Competitive Research
  • Research: keyword tool
  • Competitive Research
  • Research: keyword tool
  • Competitive ad information
  • 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
  • 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
  • Data, data, data… http://www.searchenginejournal.com/10-great-social-web-analytics-tools/90629/
  • Collect emails first, sell second
  • Ultimate goal: quantifying marketing’s contribution to revenue
  • Maybe your corporate culture doesn’t support this approach
  • Bottom-up, departmental approach
  • Bottom-up, departmental approach
  • Bottom-up, departmental approach
  • Bottom-up, departmental approach
  • • 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
  • It’s not just the tools, it’s how you use them
  • It’s not just the tools, it’s how you use them http://wowpics.in/amazing-pics/amazing-celebrity-models-pencil-sketches/
  • Louis Gudema http://louisgudema.com http://www.slideshare.net/lgudema/presentations The Fundamental Things Still Apply