8 Digital Questions The eight most common questions we’ve gotten from CMOs this year (and how we answered them).
8 Digital QuestionsHow should I navigate digital as part of my overall mix?How do we ensure we’re connecting in the right digital places?What role should digital play in my consumer’s journey?How do I get my content working on smartphones and tablets?How should we approach mobile?What’s the value of online video?Are there tools that can manage and measure my social media?How do you measure “engagement”?A good partner listens. A great partner listens, finds the answer, then shares that learning throughout the organization.
Q: How should I navigate digital as part of my overall mix? A: A guiding principle is to keep the consumer at the center of everything you do. What you spend in digital is less important than how it helps to strengthen the consumer connection. It might play a very specific role, or it might lead communications across paid, owned, earned and shared media.
Q: How do we make sure we’re connecting in the right digital places? A: In a highly fragmented ONLINE landscape, what you choose DISPLAY TV Trust: 57 Scale: 100 Trust: 0 Scale: 70 not to do is as important FACEBOOK as where you choose to Trust: 13 Scale: 17 invest. The first step in any successful digital marketing MAGAZINES Trust: 61 SITE Trust: 100 program is audience research. Scale: 15 TWITTER Trust: 13 NEWSPAPER Trust: 74 Focus on people over Scale: 0 YOUTUBE Scale: 19 platforms and devices. Then Trust: 13 Scale: 10 select channels that offer ONLINE SEARCH Trust: 26 RADIO scale and trust. Set aside Scale: 50 Trust: 43 Scale: 52 some budget to test and learn from new opportunities. Source: Forrester
Q: What role should digital play in my consumer’s journey? A: The digital landscape Awareness is chaotic. Take time to understand and chart your Consideration consumer’s persona and their expectations along the entire Intent journey. Purchase Understand which media Support connections are most relevant (and why) during each phase Loyalty of the journey. Create or curate content experiences Advocacy that capture their attention and keep them engaged.
Q: How do I get my content working on tablets and smartphones? A: By next year, half of all internet traffic will be mobile. But focus on people, not devices. Create content in ways that can be easily distributed across platforms. Identify and prioritize content that is consistent across all contexts. Supplement that with content that harnesses specific contexts and technologies.
Q: How should we approach mobile? A: Like any other channel in your mix: ? • Identify business goals • Determine your audience needs and what value your brand can create in mobile • Evaluate relevant platforms
Q: What’s the value of online video? A: comScore reports that Americans watched a record-breaking 10 billion online video ads in May 2012.Attitude of Brand Advertisers and Agencies in North AmericaToward Online Video Ads vs TV Ads, 2011 & 2012 Digital can extend the reach% of total of TV, but it isn’t necessarily a2011 substitute for TV (though that’s 56% 11% 33% how many brands are using it).2012 62% 10% 28% TV provides unmatched scale. Online video is a direct complement to TV But digital video provides Online video is a replacement for TV Neither context. And context allowsSource: Adap.tv and DIGIDAY, “Video state of the Industry Report, Q1 2012,” April 16 2012 brands to engage in more relevant ways.
Q: Are there tools that can help me manage and measure social media? A: Most tools monitor conversations, and allow you to measure specific campaigns. Some tools include the ability to tap into the community in real time to gain insights in minutes, so you can move beyond monitoring and capitalize on them. Here are a few we’ve evaluated for clients (some offer free trials). http://simplymeasured.com http://www.sysomos.com http://www.conversition.com http://www.eloqua.com
Q: How do you measure engagement? A: “Engagement” is a fuzzy term that gets tossed around a lot in agency circles. Here are a few examples that make “engagement” more concrete: Satisfaction – Were they pleased? Efficacy – Did they accomplish their goal? Recency – When did they visit last? Frequency – How often do they come back? Duration – How long do they stay? Interaction – Did they do what you asked? Virality – Have they told anyone about you? Rating/Review – What do they say about you? Engagement is an estimate of the degree and depth of visitor interaction against a clearly defined set of goals.