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Rethink Marketing: A case study for digital engagement
 

Rethink Marketing: A case study for digital engagement

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Building an effective Outbound digital marketing campaign.

Building an effective Outbound digital marketing campaign.

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    Rethink Marketing: A case study for digital engagement Rethink Marketing: A case study for digital engagement Presentation Transcript

    • Rethink Marketing A Case Study in Digital Optimization
    • Rethink Digital Marketing Conversation
    • Page 3 Always ask yourself: “Is this what my audience craves?”
    • Page 4 of consumers don’t believe that companies tell the truth in advertisements. Yankelowich Alain Thys - FutureLab Breaking Through the Noise
    • Page 5 Trusted source of information Dental care vs. Pushing toothpaste
    • Page 6 Community Advocate Teen Bullying vs. Pushing Deoderant
    • Rethink Digital Marketing User Experience
    • Page 8 Always ask yourself: “How can we contextually craft the user experience to delight our audience?”
    • Page 9 People have to grasp the functionality of the site in an instant Jakob Nielsen Visual Appeal
    • Page 10 Experience Technology is dictating the experience – swipe motion, mouse click, geolocation
    • Page 11 Personalized Know who your customers are. Personas help your customers self-identify.
    • Page 12 Sharable People share when they’re delighted… but it has to be easy.
    • Rethink Digital Marketing Engagement
    • Page 14 Always ask yourself: What will keep my audience engaged?
    • Page 15 Crowdsource Include your community in crowdsourcing innovation Jakob Nielsen
    • Find the Emotional Connection Page 16 Find the emotional connection, then personalize it.
    • Page 17 Build Mass Participation Mobilize your community around a shared interest that ties back to your product
    • Page 18 Focus your Content Focus on key concepts your audience cares about – it’s not a library of everything.
    • Rethink Digital Marketing Case Study Components of a Demand Gen Campaign Rethink Marketing Instrumenting the Campaign Measuring the Campaign
    • Corporate websites Digital Campaigns 1 dimensional Structured content hierarchy /navigation. 3 dimensional Story, theme and experience. Deliver information Educational and reference. Transactional Compel and convert. Drive next action. Company messaging Aligns to product portfolio Compelling Conversation Industry leading hot topics Entry-point: Inbound Natural Search (SEO), direct access. Optimized to nurture. Entry-point: Outbound Paid media, campaign, sponsored links. Optimized to convert. Mindset: Proactive Deliberate, information-seeking. Mindset: Reactive Surprise, delight and intrigue. Desired Outcome: Desired Outcome: Components of a Demand Gen Campaign 20 Already aware: To intentionally learn about the company and its offering, to qualify legitimacy or finalize a sale. No awareness: To explore new solutions to business problems. Initiates brand engagement and sales cycle.
    • • What to do first • How to scale • How to leverage technology to get the lowest CPL • Educate our extended teams and analysts about acquisitions and vision • A polarized spectrum of audience needs Our Challenges Performance-centric Productivity, efficiency, automation, TCO Customer centric Behavior, relationship, customer lifetime value Executives Marketing Merchandising Retail Procurement/ Legal Trade Planning B2B Integration IT Risk Compliance eCommerce Customer Experience/ Service SmarterCommerce Spectrum
    • Campaign Objectives • Create a digital experience optimized for engagement, personalization, user experience, sharing and conversion • Integrate our own technologies into the experience • Drive huge lead volume through paid, owned and earned media • 11 unique role based landing pages w/ 10+ assets per page • Integrate latest trends in digital marketing, including: • More video-content • Message amplification through social media • Retargeting based on visitor behavior 22
    • Page 23 So, we asked ourselves: What does our audience crave? How do we craft the user experience in context to delight our audience? What will keep them engaged?
    • 24 What did our audience crave?  Inspiration from a thought leader – “Show us what’s possible and how to do it”  Content tailored to their specific role – not GTM How did we craft the user experience in context to delight our audience?  Interesting facts they can use right now  Demonstrate leading-edge web design/technology  Show not tell – video, webinars, interactivity, sharing What will keep our audience engaged?  Relevant, focused content – great resource  Easy to share I want to Rethink Business
    • Executive (IVC) Landing Page: Section 1 (vertical scroll)RethinkYourCustomer.com
    • Executive (IVC) Landing Page: Section 2 (vertical scroll)RethinkYourCustomer.com
    • 27 Executive (IVC) Landing Page: Section 3 (vertical scroll)RethinkYourCustomer.com
    • 28 Executive (IVC) Landing Page: Section 4 (vertical scroll)RethinkYourCustomer.com
    • VerticalScrollingExperience:ParallaxDesign 29 RethinkYourCustomer.com Webinar and Multimedia Portal Launch Audience Role Perspective Social Share Bar 2 Featured Webinars 1 Custom eBook Live Twitter Feed 3-6 Additional Downloadable Offers 4 Statistics with one-click Social Sharing Summit Live Twitter Feed SCGS Details Social Connect Footer 11 Smarter Commerce Role-Based Landing Pages Registration-Capturing Offers Social/Viral Sharing SCGS Details – by role
    • 30 Theme • Rethink message customized to each audience role & their interests Role-based Assets • 2 Featured Webinars per role, 1 custom written ebook, on demand webinars, 3-6 downloadable offers, and more in the resource library • Over 90 registration-capturing offers on the initial site launch Details
    • 31 Social and PR • #SmarterCommerce & #Rethink___ to join the live Twitter conversation • Blog posts, Social links/hooks, outbound emails, live webinars, social influencer engagement • One-click sharing Links Translation • Globally English, Localization to come Details
    • 32 Mobile-friendly • Vertical and horizontal scroll works with swipe and mouse click • Site built for iPad aspect ratio, optimized to fit phones and desktop screens • HTML – no Flash • Twitter and YouTube APIs for quick site load Details
    • Rethink – Marketing Lead Flow Media drives traffic to specific offers. 33 Email Promotion (or Banner) • White Paper/Kit • Webinar Registration Form Cookies recognize repeat visitors for improved experience Serves 2 Pages Thank You page with requested asset(s) • Twitter, Facebook & LinkedIn links for viral marketing Role-based Landing Page (“pop under”) • For additional conversions, self nurturing, sharing
    • 34 Action Success Page Unique to each offer Links back to the specific offer Is pre-populated for ease and increase sharing Is tagged with IBM Digital Analytics
    • Campaign Consistency 35
    • How it All Works Together 36 Home website Internet Mobile Social Email Search LIVEProfiles Digital Marketing Campaign Intelligent Offer Personalized Web content AdTarget Personalized Banner Ads based on Interaction Search Web Analytics LiveMail (Pilot TBD) Personalized Email based on Interaction Lifecycle Social Analytics Awareness and insight Decisioning Execution Mobile Analytics Email Internet Home website Self Nurturing Planned or Trigger Based Personalization
    • Measuring the Campaign • Tagged with Coremetrics web analytics • For optimization of campaign & drive-to strategies while in market • Real-time ad retargeting (2nd IBM AdTarget Pilot); including retargeting off IBM.com to the webinar experience • Website behavior-based email retargeting • Leadscoring for webinar attendees • Media attribution 37
    • Join the conversation! @ibmsmrtcommerce #smartercommerce #smartermarketing #rethinkbusiness #rethinksupplychain #rethinkprocurement #rethinkB2Bintegration #rethinkmarketing #rethinkmerchandising #rethinkecommerce #rethinkcontractMgmt #rethinkMFT 38 www.rethinkyourcustomer.com
    • • Go to summitsmartsite.com from your mobile device or log on to SmartSite at any Kiosk at the event: • Select the Survey icon • Complete the surveys for the sessions you attended • Submit your feedback © 2013 IBM Corporation We appreciate your feedback. Please don’t forget to fill out your evaluation Thank you for joining us! 39
    •  Visit the Smarter Commerce demos in the Solutions Center  Schedule an Executive One-on-One  Spend time with a subject matter expert at Meet the Experts  Set up your Twitter account at the Social Media Command Center  Sign up to be a reference at our Client Reference Lounge  Participate in our Hands-on Labs and Certification Testing Find out more… Check SmartSite from your phone, computer, or on-site kiosks for details on these programs and more.
    • © 2012 IBM Corporation APPENDIX 41
    • Campaign Links Legal Team http://www.rethinkyourcustomer.com/legal/ Trade Planning http://www.rethinkyourcustomer.com/plannin g/ Customer Service http://www.rethinkyourcustomer.com/service/ 42 Executive http://www.rethinkyourcustomer.com/ Supply Chain http://www.rethinkyourcustomer.com/supplychain/ Procurement http://www.rethinkyourcustomer.com/procurement/ IT (B2B Integration) http://www.rethinkyourcustomer.com/b2b/ Marketing http://www.rethinkyourcustomer.com/marketing/ Merchandising http://www.rethinkyourcustomer.com/merchandising/ eCommerce http://www.rethinkyourcustomer.com/ecommerce/ IT/Compliance & Risk Mgmt http://www.rethinkyourcustomer.com/security/ Resource Library http://www.rethinkyourcustomer.com/resources/ LIVE NOW COMING SOON
    • © IBM Corporation 2012. All Rights Reserved. IBM, the IBM logo, ibm.com are trademarks or registered trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml. Copyright and Trademarks 43© 2013 IBM Corporation