Optimizing Campaigns For Multiple Channels, Screens & Audiences

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Demand Gen Report's Lead LifeCycle Series session presented by Genwi

#LLCSeries

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Optimizing Campaigns For Multiple Channels, Screens & Audiences

  1. 1. Session sponsored by! #LLCseries   Optimizing Campaigns For Multiple Channels, Screens & Audiences!
  2. 2. #LLCseries   Questions / ON24 Logistics ! •  Download  this  white  paper.   •  View  our  podcast.   •  Take  our  assessment   •  …  
  3. 3. #LLCseries   Follow  this  webinar  on  Twi>er   #LLCseries     Demand  Gen  Report:   @DG_Report   Genwi:   @Genwi  
  4. 4. #LLCseries   Lead LifeCycle Series Prize Box! Register,  a>end  and  tweet  the  Lead  LifeCycle  Series  sessions   using  the  #LLCseries  hashtag  to  be  entered  into  the  Prize  Box   giveaway!  The  more  sessions  you  a>end  and  tweet,  the  higher   the  chance  at  winning  one  of  these  awesome  prizes!     See  the  full  contest  details  and  rules  at:   h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html  
  5. 5. #LLCseries   About Demand Gen Report! @DG_Report http://linkd.in/DG_Specialists •  Launched  in  2007  to  track  best  pracQces  in   lead  generaQon   •  Newsle>er  has  grown  to  more  than  28,000   readers   •  We  also  offer  a  menu  of  research  and  best   pracQces  reports     •  New  audio/video  podcasts  at   DemandGenReport.com  
  6. 6. #LLCseries   Panelists! Moderator   Paul  Danter,   VP,  Sales  and  MarkeQng   Genwi     Kim  Zimmermann,     Managing  Editor,   Demand  Gen  Report    
  7. 7. (c) Genwi 2014 Introduction 7 discovery mobile
  8. 8. (c) Genwi 2014 8 4% 5% 14% 76% 0% 25% 50% 75% 100% < $250m $250m - $500m $500m - $1.5b > $1.5b Profile of Responders: Revenue & Job Title 19% 57% 26% 0% 25% 50% 75% 100% VP Director Manager
  9. 9. (c) Genwi 2014 9 89% 45% 35% 29% 20% 15% 5% 0% 25% 50% 75% 100% PDF Documents Commercial Web CMS Enhanced PDF Documents Custom App Development 3rd Party Apps Adobe Digital Publishing Other Which of the following content distribution tools are you currently using? Most responders (89%) use PDF documents for content distribution. 45% use a commercial web content management system.
  10. 10. (c) Genwi 2014 10 56% 41% 39% 35% 31% 31% 0% 25% 50% 75% 100% Stale / Static Content Cost of Managing Content Brand Management Curating Content Updating Apps Publishing Content What issues are you confronting in distributing content? Content is still king: 56% report that static or stale content is the main issue in content distribution. 41% cite cost as an issue.
  11. 11. (c) Genwi 2014 11 84% 75% 70% 54% 38% 34% 10% 3% 0% 25% 50% 75% 100% Desktop Tablets Smartphones Apple iOS Android OS Windows Mobile Blackberry Other What devices and environments do you specifically tailor content for? 84% still tailor content specifically for desktops. 75% tailor for tablets, 70% for smartphones.
  12. 12. (c) Genwi 2014 12 How much demand are you experiencing for mobile access to content? Very Little 4% Tepi d 12% Oth er 84% 31% 40% 13% Healthy Expanding Rapidly Reached Critical Point Demand for mobile access is exploding: 84% report healthy-to-critical growth in demand for mobile access to content.
  13. 13. (c) Genwi 2014 13 Neither 37% Mobile Web Apps 22% Native & Mobile Web Apps 25% Native Mobile Apps 16% What form of mobile apps are you currently distributing? Fully a third distribute neither native mobile apps nor mobile web apps.
  14. 14. (c) Genwi 2014 14 3.13 3.11 2.88 2.75 2.40 1.00 2.00 3.00 4.00 5.00 Marketing Tactics Distribution Digital Engagement Strategy Analytics / Metrics App Store Optimization How effectively is your organization managing the following aspects of mobile content consumption? (Rate 1-5, 1=Poorly, 5=Exceptionally well) When asked to consider management of various aspects of mobile content consumption, responders give low marks: App store optimization fares worst, followed by distribution and digital engagement strategy. 
  15. 15. (c) Genwi 2014 15 50% 16% 11% 7% 6% 3% 3% 0% 25% 50% 75% 100% Marketing Exclusively Not Clearly Defined IT & Marketing IT Exclusively Marketing; Individual BU's IT, Maketing, BU Mix BU's Where in your organization does responsibility for mobile content publishing reside? The marketing department rules mobile content publishing: 50% say responsibility lies exclusively with the marketing department and another 20% say marketing shares responsibility with IT or individual business groups.
  16. 16. (c) Genwi 2014 The Content Challenge 16 completely separating content from layout ensuring content can be utilized over time in many ways building with mobile at the front and center of our planning structured creation organized access mobile promotion
  17. 17. Genwi—Model UN RFP Response Provide Single Asset Provide Multi Asset Destination Engagement ApproachTraditional Approach Content Destinations Creates Engagement
  18. 18. (c) Genwi 2014 Mobile Is About Touch Points 18 social ads seo email landing pages mobile web mobile apps deep-linking •  (the big native app topic of ’14) •  native apps can no longer live in a silo •  content should drive app usage •  from a content-based promo to web or IAP progressive engagement •  users need choice and direction •  we should always lead them to the best branded experience •  they will still engage via all channels •  when converted, they should access things based on their level of mobile engagement
  19. 19. (c) Genwi 2014 Progressive Engagement In Action 19 landing pages web-based apps native apps example one:
  20. 20. (c) Genwi 2014 Progressive Engagement In Action 20 structured creation organized access mobile promotion example two:
  21. 21. (c) Genwi 2014 Progressive Engagement In Action 21 structured creation organized access mobile promotion example two:
  22. 22. (c) Genwi 2014 Steps To Help You Drive Better Engagement 22 •  perform an audit of your content asap: •  we have a workbook that will help: genwi.com/c2c •  create some structured meta- data for all content: •  so you can manage it easier •  so people in your company know how to use it structured creation •  review how you create and offer content today with tools like: •  InDesign •  CMS •  PDF •  review how you can also offer less format-dependent versions of content: •  for example can eBooks also be offered via the browser? organized access •  if you have a native app talk to your development team about deep-linking •  plan how you want to engage with your audiences •  It may make sense to break audiences up - for b2b that may mean: •  sales enablement •  channel marketing •  customer support •  prospect nurturing mobile promotion ...and talk to us (we’ve been in the thick of this for years)...
  23. 23. #LLCseries   Q & A // Panelists! Moderator   Paul  Danter,   VP,  Sales  and  MarkeQng   Genwi     Kim  Zimmermann,     Managing  Editor,   Demand  Gen  Report    
  24. 24. #LLCseries   Lead LifeCycle Series Prize Box! Register,  a>end  and  tweet  the  Lead  LifeCycle  Series  sessions   using  the  #LLCseries  hashtag  to  be  entered  into  the  Prize  Box   giveaway!  The  more  sessions  you  a>end  and  tweet,  the  higher   the  chance  at  winning  one  of  these  awesome  prizes!     See  the  full  contest  details  and  rules  at:   h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html  
  25. 25. #LLCseries   Thanks for attending this session!! Make  sure  to  a>end  the  next  session  in  the  Lead  LifeCycle  Series:   h>p://dg-­‐r.co/lls14  

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