Digital Summit Denver
Jun / 18 / 2014
(Content) Marketing ROI for Fun and Profit (mostly Profit)
Scott McAndrew, Chief Strat...
“Our goal is to provide and unparalleled level of service
in our industry. To achieve this online, we focus on three
areas...
Michael Dell, Dell Computer
address to the Detroit Economic Club
November 1, 1999
-
“Our goal is to provide and unparallel...
How do you feel when you think about managing
digital marketing for your brand?
recently asked in a digital marketing surv...
overwhelmedresources many excited
digital
important
toolsefforts
changing
overwhelming
difficult
value frustrated
ineffect...
2014 is the year
of personalization
2014 is the year
of big data marketing
2014 is the year
of millennial madness
2014 is the year
of iBeacons
2014 is the year
of advocacy marketing
2014 is the year
social sizzles
2014 is the year
of multiscreen mania
2014 is the year
of event integration
2014 is the year
digital gets physical
2014 is the year
content marketing will die
Marketing and technology are in lockstep,
and marketing channels, methods and
techniques will continue to be added and
to ...
Technology Advancement 1810s - 2010s
1810
1820
1830
1840
1850
1860
1870
1880
1890
1900
1910
1920
1930
1940
1950
1960
1970
...
Marketing Channels 1810s - 2010s
1810
1820
1830
1840
1850
1860
1870
1880
1890
1900
1910
1920
1930
1940
1950
1960
1970
1980...
Gartner’s Hype Cycle for Technology and Marketing
Content
Marketing
Gartner’s Hype Cycle for Technology and Marketing
Content
Marketing
Peak of Inflated
Expectations
Gartner’s Hype Cycle for Technology and Marketing
Content
Marketing
Peak of Inflated
Expectations
Trough of
Disillusionment
34%
66%
CMO’s: Do you feel pressure from
your CEO or Board to prove the
value of marketing?
YES
NO
CMO’s: Is this pressure...
Hypothetical C-Suite Survey
How much of what you learned in college
is applicable in your current role today?
Hypothetical C-Suite Survey
How much of what you learned in college
is applicable in your current role today?
Hypothetical C-Suite Survey
How much of what you learned in college
is applicable in your current role today?
CEO
!
85%
Hypothetical C-Suite Survey
How much of what you learned in college
is applicable in your current role today?
CEO
!
85%
CT...
Hypothetical C-Suite Survey
How much of what you learned in college
is applicable in your current role today?
CEO
!
85%
CT...
Hypothetical C-Suite Survey
How much of what you learned in college
is applicable in your current role today?
CEO
!
85%
CT...
The impression I get from working with brands, organizations, and
agencies—a mix of young upstarts, midcareer professional...
Marketers Know Change is Necessary
Marketers expect their role to change quickly… and that
change is becoming the norm…
- ...
Marketers Know Change is Necessary
Those that embrace change don’t know how to do it.
- Adobe, Digital Roadblock: Marketer...
7 Simple Social
Media Moves
That Work
Top 10 of the
Top 10 Lists in
Digital and
Marketing
The Cost Of Social
Media Fame In 2014?
About $6,800
The Gloves Are Off:
Email vs. Mobile
4 Ways Click
Farms Screw
Your Business
67% of Marketers don’t believe
Marketing ROI requires a
financial outcome (these are the
very Marketers that struggle to
gi...
63% of Marketers don’t include
any financial outcome when
reporting on and presenting
marketing results to their CEOs
& Top...
ROI is an equation, not a theoretical concept
ROI is an equation, not a theoretical concept
ROI =
gain from investment - cost of investment
cost of investment
x 100
(Content) Marketing ROI - Challenges
(Content) Marketing ROI - Challenges
1. Lack of systems / ability to analyze data / silo’d data
(Content) Marketing ROI - Challenges
1. Lack of systems / ability to analyze data / silo’d data
2. Lack of collaboration a...
(Content) Marketing ROI - Challenges
1. Lack of systems / ability to analyze data / silo’d data
2. Lack of collaboration a...
(Content) Marketing ROI
(Content) Marketing ROI
1. Make sure you have a proper marketing strategy first
(Content) Marketing ROI
1. Make sure you have a proper marketing strategy first
2. Marketing leader = marketing + analytics...
(Content) Marketing ROI
1. Make sure you have a proper marketing strategy first
2. Marketing leader = marketing + analytics...
If you have clear business goals, and based on those
goals have a clear, measurable marketing strategy
to work from then e...
Thank You
!
For a copy of this deck please email me at scott.mcandrew@laneterralever.com
Scott McAndrew
Chief Strategy Off...
(Content) Marketing ROI for Fun and Profit (mostly Profit)Digital summit denver   lane terralever - roi
(Content) Marketing ROI for Fun and Profit (mostly Profit)Digital summit denver   lane terralever - roi
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(Content) Marketing ROI for Fun and Profit (mostly Profit)Digital summit denver lane terralever - roi

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Marketing and technology are in lockstep, and marketing channels, methods and techniques will continue to be added and to evolve at an increasing rate. This presentation will takes you through the ins and outs of content marketing and marketing ROI.

Speaker: Scott McAndrew LaneTerralever Chief Strategy Officer

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(Content) Marketing ROI for Fun and Profit (mostly Profit)Digital summit denver lane terralever - roi

  1. 1. Digital Summit Denver Jun / 18 / 2014 (Content) Marketing ROI for Fun and Profit (mostly Profit) Scott McAndrew, Chief Strategy Officer LaneTerralever.com
  2. 2. “Our goal is to provide and unparalleled level of service in our industry. To achieve this online, we focus on three areas: building rich content, growing our commerce capabilities, and establishing communities of suppliers and end users that share common interests.”
  3. 3. Michael Dell, Dell Computer address to the Detroit Economic Club November 1, 1999 - “Our goal is to provide and unparalleled level of service in our industry. To achieve this online, we focus on three areas: building rich content, growing our commerce capabilities, and establishing communities of suppliers and end users that share common interests.”
  4. 4. How do you feel when you think about managing digital marketing for your brand? recently asked in a digital marketing survey
  5. 5. overwhelmedresources many excited digital important toolsefforts changing overwhelming difficult value frustrated ineffective managementtime always needlearning know innovative necessary creative ideas constantly company challenging confusing strategy new best difficult brandlacking support tactics usefrustrated good right insights cautious statistics strategic digitally uphill direct strong uncertain consistently curious make work driven come process sometimes good just plan try sales questionable analytics ROI success engage challenged interesting expensive move execute marketoptions exciting stressful think senior managing important consistent SEO excited prioritycurrentdatacurve quantify interesting companies confident awareness staffed adequate revisit optimization relevant eye opening digital results advertising scatteredgetting confidentbattle words words presence moving knowledge outlets still internal much proven optimistic unclear constantly apprehensive struggle workslow education responseone complex budgets tactical invest data average neededstrategies low betterfeel attribution low sure part frustrating
  6. 6. 2014 is the year of personalization
  7. 7. 2014 is the year of big data marketing
  8. 8. 2014 is the year of millennial madness
  9. 9. 2014 is the year of iBeacons
  10. 10. 2014 is the year of advocacy marketing
  11. 11. 2014 is the year social sizzles
  12. 12. 2014 is the year of multiscreen mania
  13. 13. 2014 is the year of event integration
  14. 14. 2014 is the year digital gets physical
  15. 15. 2014 is the year content marketing will die
  16. 16. Marketing and technology are in lockstep, and marketing channels, methods and techniques will continue to be added and to evolve at an increasing rate
  17. 17. Technology Advancement 1810s - 2010s 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010
  18. 18. Marketing Channels 1810s - 2010s 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010
  19. 19. Gartner’s Hype Cycle for Technology and Marketing Content Marketing
  20. 20. Gartner’s Hype Cycle for Technology and Marketing Content Marketing Peak of Inflated Expectations
  21. 21. Gartner’s Hype Cycle for Technology and Marketing Content Marketing Peak of Inflated Expectations Trough of Disillusionment
  22. 22. 34% 66% CMO’s: Do you feel pressure from your CEO or Board to prove the value of marketing? YES NO CMO’s: Is this pressure increasing, decreasing, or staying the same? 0 15 30 45 60 INCREASING SAME DECREASING
  23. 23. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today?
  24. 24. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today?
  25. 25. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today? CEO ! 85%
  26. 26. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today? CEO ! 85% CTO ! 75%
  27. 27. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today? CEO ! 85% CTO ! 75% CFO ! 99%
  28. 28. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today? CEO ! 85% CTO ! 75% CFO ! 99% CMO ! 30%
  29. 29. The impression I get from working with brands, organizations, and agencies—a mix of young upstarts, midcareer professionals, and top- level executives—is that success in digital marketing is a fast-moving target. Even as a single strategy hits the mark, a new tech development rewrites the rules and forces even the savviest marketer to start from scratch. Past successes no longer ensure future ones. Leaders complain that they need to adapt faster, and they simply don’t know how. The digital disruption has caused a knowledge gap. Johanna Frelin The Management Blog Bloomberg Businessweek -
  30. 30. Marketers Know Change is Necessary Marketers expect their role to change quickly… and that change is becoming the norm… - Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
  31. 31. Marketers Know Change is Necessary Those that embrace change don’t know how to do it. - Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
  32. 32. 7 Simple Social Media Moves That Work
  33. 33. Top 10 of the Top 10 Lists in Digital and Marketing
  34. 34. The Cost Of Social Media Fame In 2014? About $6,800
  35. 35. The Gloves Are Off: Email vs. Mobile
  36. 36. 4 Ways Click Farms Screw Your Business
  37. 37. 67% of Marketers don’t believe Marketing ROI requires a financial outcome (these are the very Marketers that struggle to give the correct mathematical formula for Marketing ROI) ! - Fournaise 2012 33% 67%
  38. 38. 63% of Marketers don’t include any financial outcome when reporting on and presenting marketing results to their CEOs & Top Management. ! - Fournaise 2012 37% 63%
  39. 39. ROI is an equation, not a theoretical concept
  40. 40. ROI is an equation, not a theoretical concept ROI = gain from investment - cost of investment cost of investment x 100
  41. 41. (Content) Marketing ROI - Challenges
  42. 42. (Content) Marketing ROI - Challenges 1. Lack of systems / ability to analyze data / silo’d data
  43. 43. (Content) Marketing ROI - Challenges 1. Lack of systems / ability to analyze data / silo’d data 2. Lack of collaboration across business functions
  44. 44. (Content) Marketing ROI - Challenges 1. Lack of systems / ability to analyze data / silo’d data 2. Lack of collaboration across business functions 3. Competing agency partner interests
  45. 45. (Content) Marketing ROI
  46. 46. (Content) Marketing ROI 1. Make sure you have a proper marketing strategy first
  47. 47. (Content) Marketing ROI 1. Make sure you have a proper marketing strategy first 2. Marketing leader = marketing + analytics + business mechanics
  48. 48. (Content) Marketing ROI 1. Make sure you have a proper marketing strategy first 2. Marketing leader = marketing + analytics + business mechanics 3. Be bold and bring the change to your organization
  49. 49. If you have clear business goals, and based on those goals have a clear, measurable marketing strategy to work from then everything else falls into place.
  50. 50. Thank You ! For a copy of this deck please email me at scott.mcandrew@laneterralever.com Scott McAndrew Chief Strategy Officer LaneTerralever ! Scott.McAndrew@LaneTerralever.com 480.839.1080

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