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Digital Marketing Best Practices
Thomas Robbins, Chief Evangelist, Kentico CMS
Have you seen DMU?
Check out Digital Marketing University for more great content!
Agenda
• What is digital marketing?
• Best practice areas
– Media
– Content
– Technology
– Automation
– Mobile

• Wrap up
Let’s ask the analysts..
“Overlapping or related terms and concepts include "Web experience management (WEM)"
and "custome...
Does this sound familiar?
With the constant growth of the web, and more and more people getting connected every
day, Conte...
What is digital marketing?
Digital marketing is the process of building and maintaining customer relationships
through onl...
Best practice: understand your customer
journey
• The first step for any successful digital marketing
strategy
– How well ...
Focus Areas for today…

Media

Content

Automation

Technology

Mobile
Understanding media types
Media type

Definition

Examples

Usage

Benefits

Challenges

Owned media

Channel a brand
cont...
Best Practice: Owned media
Goal: Create Compelling Corporate Content

Build a buyer
persona
Conduct a
content audit
Map co...
Paid media: Understanding the channel mix
Role

Tactics

Paid search

Capture immediate demand
in market and capture leads...
Best Practice: Paid media
Goal: Get best ROI

Know your area

• Lots of places to buy ads and each has their strength and
...
Best Practice: Earned media
Goal: Bring brand fan advocate stages to scale
Invisible
Ease of Understanding

Collective int...
Best Practice: Earned media
Goal: Enable others to tell your story

Identify your
evangelists

•
•
•
•
•
•
•

Present or p...
Best Practice: 4 Ps of content marketing

Positioning
Passion
Paid media
Perseverance

• Content positioning no different ...
Best Practice: Content marketing lifecycle

Planning

Optimization

Creation

Measurement

Approval

Publishing

For more ...
Best Practice: Multilingual content marketing
strategy

• Be able to articulate
the core brand essence

Develop a compelli...
Best Practice – Increasing CTA
• Adapt to different devices
– Test to make sure they render correctly on different mobile ...
Best practice: Embrace integration
• Build the technical infrastructure to support dynamic,
cross channel conversations wi...
Can you say Information Architecture?
Business models &
goals, corporate
culture, resources

Document
types, objects,
stru...
A visual definition…
Users
• audience types
• information needs

questions
Business
Context

Info. Architecture
• org, lab...
Why is IA Difficult?
Use rs
Example
Pe rsonal Digital Assistant

Communication Chasm

Docume nts and Applications

Synonym...
Best Practice: Use IA metrics…
• Cost of finding
(time, clicks, frustration,
precision)
• Cost of not finding
(success, re...
Best Practices: Marketing automation
Goal: Deliver the right message at the right time in the right location
You can’t aut...
A new world…
What’s your mobile content strategy?
Getting started with a mobile content
strategy
1. What’s your current mobile
statisti...
The rest of the story…
Solution

Time to build
solution

Ease of delivery

Mobile Sub Site

Typically less than a
day

Sim...
So many devices…

3 Layouts

4 Layouts

6 Layouts

Source:
http://www.metaltoad.com/blog/simple-device-diagram-responsive-...
Application platforms

Native
Application

Hybrid
Application

• Stored and run locally on the device and have
full access...
Short list recommendations…
Native applications
• Performance intensive applications
• Marquee applications that can’t com...
Wrap up…
• Think customer first
• Think strategy first
• Personas required
Questions

Thanks!
Thomas Robbins, Chief Evangelist
thomasr@kentico.com
@trobbins
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Digital marketing best practices

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Successful marketing provides innovative ways to give your customers a great experience on every site visit. This session explores how to identify initiatives that drive revenue, customer success or operational effectiveness using Kentico EMS.

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  • Transcript of "Digital marketing best practices "

    1. 1. Digital Marketing Best Practices Thomas Robbins, Chief Evangelist, Kentico CMS
    2. 2. Have you seen DMU? Check out Digital Marketing University for more great content!
    3. 3. Agenda • What is digital marketing? • Best practice areas – Media – Content – Technology – Automation – Mobile • Wrap up
    4. 4. Let’s ask the analysts.. “Overlapping or related terms and concepts include "Web experience management (WEM)" and "customer experience management/platform (CEM and CXM)." Source: Hype Cycle for Web Computing, 2013 Source: Hype Cycle for Content Management, 2013 Source: Hype Cycle for Web Computing, 2013
    5. 5. Does this sound familiar? With the constant growth of the web, and more and more people getting connected every day, Content Management System (CMS), Web Engagement Management (WEM), Customer Experience Management (CXM) digital marketing has become a necessity for many organizations. This also includes small businesses that want to foster customer loyalty and increase their customer base. • Consumers want.. – Products, service or local information – Answers to questions – More information about… • CMO needs… – – – – Data driven marketing Marketing relevance Channel integration Consistent personalized customer centric marketing
    6. 6. What is digital marketing? Digital marketing is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas products, and services that satisfy the goals of both parties. • Common Benefits – – – – – – – – – – Puts the consumer in more control Provides convenience Increases satisfaction Drives brand loyalty Reduces the selling cycle Reduce the cost of sales Builds your brand Provides targeted results It’s measurable/repeatable Cost effective • Common Components – – – – – – – – – Website design (user experience) Content marketing features Marketing automation Search engine optimization (SEO) Pay per click (PPC) campaigns Social marketing Email marketing Display advertising (banner ads) And more…
    7. 7. Best practice: understand your customer journey • The first step for any successful digital marketing strategy – How well do you understand your customer? – What channels are customers using for research? – What channels are customers using for purchase? – How does the experience in one channel affect the behavior of another? Source: Heart of the customer
    8. 8. Focus Areas for today… Media Content Automation Technology Mobile
    9. 9. Understanding media types Media type Definition Examples Usage Benefits Challenges Owned media Channel a brand controls • • • • • Web site Mobile site Blog Twitter Account Built for long term relationships with potential customers and earned media • Company control Cost efficiency Longevity Versatility Niche audience • • • • • Display ads Paid search Sponsorships Shift from foundation to a catalyst that feeds owned and created earned media • • • • In demand Immediacy Scale Company control • • • Lots of clutter Declining response rates Poor credibility Listen and respond – earned media is the result of well executed and coordinated owned and paid media • • Most credible Key role in most sales Transparent and lives on • • • • No control Can be negative Hard to scale Hard to measure Paid media Earned Media Brand pays to leverage a channel When customers become the channel • • Buzz Viral • • • • • • No guarantees Company communications not always trusted Takes time to scale
    10. 10. Best Practice: Owned media Goal: Create Compelling Corporate Content Build a buyer persona Conduct a content audit Map content to the buying cycle • What are the biggest problems they are trying to solve? • What information are they typically searching for? • What trends are influencing their business and personal success? • • • • • • • • • • Type of content Topic covered Date created Buyer persona Download/Views/Leads Awareness -> Company/Website/Blog post/Social Research ->Whitepapers/Webinars/Industry reports Action -> Analyst reports/Product sheets Personalize the experience Test….test…test… and test even more…
    11. 11. Paid media: Understanding the channel mix Role Tactics Paid search Capture immediate demand in market and capture leads Targeted keyword, contextual text ads, mobile search Display banners Deliver contextual relevance and drive engagements Target relevant publishers, re-targeting of micro-site, audience buying Email Research specific audiences in a one to one environment Direct publishers, list buyers, newsletters, rich media email Content syndication Connect target with relevant content and capture lead information Whitepaper downloads, online webinars, cost per lead buys
    12. 12. Best Practice: Paid media Goal: Get best ROI Know your area • Lots of places to buy ads and each has their strength and weakness • Use the banners module and sell your own ads Create a content led approach • Drive traffic to the landing page/website/microsite where content is available for download • Segment content and target based on priority, business needs, etc. (conversions/lead scoring) • Have clear calls to action • Test (A/B or MVT) Continually analyze results • Set attainable goals • Review results regularly and adjust • Be merciless with non-performance
    13. 13. Best Practice: Earned media Goal: Bring brand fan advocate stages to scale Invisible Ease of Understanding Collective intelligence Community Collaboration Conversation Consumer generated content Visible Easy Ease of Implementation Difficult
    14. 14. Best Practice: Earned media Goal: Enable others to tell your story Identify your evangelists • • • • • • • Present or past customers End customers Analysts Influencers Partners Employees Enthusiasts Create a social object • Identify the passion • Deliver content and technologies to help them tell the story
    15. 15. Best Practice: 4 Ps of content marketing Positioning Passion Paid media Perseverance • Content positioning no different than marketing your product • Pay attention to personality and tone • Drive your content with passion • Share that passion with your audience • Paid media is essential for created content • Paid media should integrate with your own media assets • It takes time to build a strong community • Continually optimize and refine content • Research
    16. 16. Best Practice: Content marketing lifecycle Planning Optimization Creation Measurement Approval Publishing For more information: Content marketing quick start guide
    17. 17. Best Practice: Multilingual content marketing strategy • Be able to articulate the core brand essence Develop a compelling core message Translate and localize the message • Consider everything – start with tone of voice • Translation is only the beginning of localization • Why not automate? • Focus on content Simplify content management Develop and integrate into strategy • Begin with multiple channels and paid advertising • Don’t neglect mobile
    18. 18. Best Practice – Increasing CTA • Adapt to different devices – Test to make sure they render correctly on different mobile devices and consider different options for different devices. • Make it colorful – Use a color that ensures it doesn’t blend or match with other buttons. • Make it massive – CTA’s should be the biggest link on the page to reduce frustration and abandonment rate. • Create a sense of urgency – Test different tactics to see what works. • Test..test.. and test – Testing will ensure that you have the best CTA (A/B and MVT testing is your friend)
    19. 19. Best practice: Embrace integration • Build the technical infrastructure to support dynamic, cross channel conversations with customers – Why it’s important • Data integration, technology integration is part of the new world – What does Kentico CMS 7 offer • • • • • • • • HTML 5 Salesforce integration Data.com integration (aka Jigsaw) MAXMind GEOIP database Cookie levels and Cookie consent web parts Translation services (XLIFF) REST Integration Bus
    20. 20. Can you say Information Architecture? Business models & goals, corporate culture, resources Document types, objects, structure, attributes, meta-information Information needs, audience types, expertise, tasks • The art and science of structuring and organizing information systems to help people achieve their goals. • Information architects organize content and design navigation systems to help people find and manage information.
    21. 21. A visual definition… Users • audience types • information needs questions Business Context Info. Architecture • org, label, nav, & searching systems Content • scope and volume • structure • metadata IA answers • strategy • resources • culture / politics • workflow
    22. 22. Why is IA Difficult? Use rs Example Pe rsonal Digital Assistant Communication Chasm Docume nts and Applications Synonyms Handheld Computer "Alte rnate " Spe llings Persenal Digitel Asistent Abbre v iations / Acronyms PDA Broade r Te rms Wireless, Computers Narrowe r Te rms PalmPilot, PocketPC Re late d Te rms WindowsCE, Cell Phones
    23. 23. Best Practice: Use IA metrics… • Cost of finding (time, clicks, frustration, precision) • Cost of not finding (success, recall, frustration, alter natives) • Cost of development (time, budget, staff, frust ration) • Value of learning (related products, services, proje cts, people)
    24. 24. Best Practices: Marketing automation Goal: Deliver the right message at the right time in the right location You can’t automate a process that doesn’t exist Map your lead flow Leverage buyers personas Understand your email reputation Eliminate extra work later – define a master labeling system Design lead capture forms as short as possible Data should drive lead scoring, lead conversions and decisions – keep it simple and objective Align sales and marketing – hands leads on a silver platter Provide a human touch when validating digital behavior Keep lead nurturing as dynamic as possible
    25. 25. A new world…
    26. 26. What’s your mobile content strategy? Getting started with a mobile content strategy 1. What’s your current mobile statistics? 2. What’s your timeline and budget? 3. Who is your target audience? 4. Is there a target platform? 5. What are the application features and functionality? 6. What are the developer skills?
    27. 27. The rest of the story… Solution Time to build solution Ease of delivery Mobile Sub Site Typically less than a day Simple to test using existing processes and environment Responsive Design Upfront planning/ Variable depending on complexity of site Modification to testing processes and environment essential Application stores Typically more than 2 weeks New testing infrastructure and processes required Cost Summary
    28. 28. So many devices… 3 Layouts 4 Layouts 6 Layouts Source: http://www.metaltoad.com/blog/simple-device-diagram-responsive-design-planning
    29. 29. Application platforms Native Application Hybrid Application • Stored and run locally on the device and have full access to the platform and hardware • Obtained from application stored that includes a lead time and approval process before deployment • Developed on the default language of their respective platform • Largely based on web technologies running within a native application mimicking the look and feel of a native app. • Leverage the device feature to run a web application locally
    30. 30. Short list recommendations… Native applications • Performance intensive applications • Marquee applications that can’t compromise on user experience or performance • Applications for offline or disconnected requirements • Games or applications with rich visuals • Applications that require background processing • Applications requiring heavy interaction with local data or device hardware • Where cost savings and cross platform code sharing is not a goal • Where a single device or platform is targeted Hybrid applications • Work well for business and content applications with a basic user interface and functionality requirements • Targeting multiple platforms • Adding native functionality to existing web applications or creating a native wrapper around a mobile web site • Work well for creating a simple mobile optimized version of an existing site
    31. 31. Wrap up… • Think customer first • Think strategy first • Personas required
    32. 32. Questions Thanks! Thomas Robbins, Chief Evangelist thomasr@kentico.com @trobbins
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