Building Up YourCategory Expertise     Nov 12, 2012
The	  Digital	  Marke.ng	  Ecosystem	  Devices,	  Pla,orms,	  Channels	                                117	  mm	  	       ...
THE	  FIRST	  PROCUREMENT	  FILTER	  TO	  DIGITAL	  MARKETING	  IS	  …	  
Building	  	     Digital	  	     Buying	  	      Managing	  	     Genera.ng	  	  Experiences	        Media	          Rela....
Building	  Digital	          Buying	  	   Experiences	                 Media	     Websites	             Performance	  Medi...
Managing	  	             Genera.ng	  	  Rela.onships	               Insights	       Email	              Market	  Research	...
Providing	  Effec.ve	  Digital	  Experiences	  Expanding	  Baselines	  	  Front	  End	  Design	         Systems	  Integra.o...
The	  New	  Media	  Ecosystem	                        Integra.on	                                 Amplifica.on	        Paid...
Polariza.on	  of	  Digital	  Marke.ng	  Trends	  
Dimensions	  of	  Direct	  Response	  12	  
Polariza.on	  of	  Digital	  Marke.ng	  Trends	  
Dimensions	  of	  Digital	  Branding	  14	  
Media,	  Marke.ng,	  &	  Technology	  Are	  Merging	  Consumer	  Centric	  	  Data	  Driven	  	  Cross	  Disciplinary	  
Agencies	  Recognized	  The	  Need	  to	  Evolve	                   Changing	  Consumer	  Behavior	                   	   ...
Agencies	  Evolve	  Into	  “The	  Agency	  of	  the	  Future”	  Embrace	  New	  Disciplines	  	  Data,	  Math	  Capabili.e...
The	  Agency	  of	  The	  Future	                                 Services	                             (Crea.ve,	  Media,...
UNDERSTANDING	  DIGITAL	  MARKETING	  
Crea.ng	  Demand	  vs	  Harnessing	  Demand	                                                             Direct	  Response...
Digital	  Media	  Hierarchy	   Create	  	                                                           Brand	  Demand	       ...
Marketers	  Are	  Responsible	  For	  Seng	  Realis.c	  and	  Informed	  Objec.ves	           Hope	  and	  Aspira-on	  is	...
Importance	  of	  KPI’s	  “You	  Cannot	  Manage	  What	  You	  Do	  Not	  Measure”	  
Importance	  of	  KPI’s	  Must	  Be	  Aligned	  With	  Objec.ves	  	  Basis	  of	  Investment	  Decisions	  	  Func.onaliz...
Mul.ple	  Dimensions	  of	  Digital	  Measurement	                              Behavioral	              Atudinal	        ...
However,	  We	  Should	  Leverage	  The	  	      Unique	  A`ributes	           Contextual	     Targe.ng	  &	      Engageme...
MOBILE	  MARKETING	  
Harnessing	  “Mobility”	    Leveraging	  Unique	    A`ributes	  of	  Mobile	  Devices	                                    ...
Loca.on	  Based	  Opportuni.es	  
Mobile	  Websites	  Must	  Provide	  an	  Op.mized,	  Streamlined	  Experience	  	  Several	  Approaches	  	  
SMS	  (Text	  Messaging)	  Rela.onship	  Marke.ng	  	  Integrates	  Well	  With	  	  Other	  Media	  	  Permission	  Based...
Mobile	  Apps	  Na.ve	  to	  iOS,	  Android	  (and	  now	  Windows)	  	  U.lize	  Device	  Features	  	  Available	  in	  ...
Mobile	  Apps	  
QR	  Codes	  Not	  Adopted	  By	  the	  Mass	  Market	  	  Simple	  Connec.on	  To	  The	  Digital	  World	  	  To	  Be	  ...
Augmented	  Reality	  Superimposes	  Data	  or	  Graphics	  Over	  The	  “Real	  World”	  	  	  	  	  	  	  
SOCIAL	  MEDIA	  MARKETING	  
Social	  Media	  is	  an	  Org	  Challenge	  First	                            Requires	  a	  Cultural	  Integra>on	      ...
Blending	  Owned,	  Earned	  and	  Paid	  Media	   Community	  Management	                                           Engag...
The	  Role	  of	  Agencies	  and	  Marketers	  Prolifera.on	  of	  Social	  Media	  Agencies	  	  Everyone	  Claims	  to	 ...
What	  Does	  Success	  Look	  Like?	          Foster	  Community	           	                        +     	           Dr...
Engaging	  Customers	  Through	  Social	  Rela.onships	   Day	  to	  Day	  Community	  Management	   	   Producing	  and	 ...
Developing	  Social	  Campaigns	  
Social	  Media	  Adver.sing	  
Social	  Media	  Adver.sing	  
Developing	  Insights	  From	  Social	  Listening	   Monitor	  Brand,	  Compe.tors,	  Category	   	   Iden.fy	  Trends	   ...
BRINGING	  DIGITAL	  MARKETING	  	  TO	  LIFE	  
A	  General	  Commitment	  To	  Consumer	  Engagement	  
Content	  and	  Resources	  Engage	  The	  Consumer	  
Content	  and	  Resources	  Engage	  The	  Consumer	  
Leveraging	  Mobile	  Ubiquity	  
Deliver	  Immersive	  Brand	  Experiences	  
Crea.ve	  Social	  Media	  Integra.on	                                         .	  
Even	  “Boring”	  Products	  Can	  Be	  Sexy	  
Really	  Brining	  An	  Idea	  To	  Life	  
The	  illiterate	  of	  the	  future	  will	  not	  be	  the	  person	  who	  cannot	  read.	  It	  will	  be	  the	  pers...
Thank You!Jason@agilitico.com    @jasonheller
Developing Digital Marketing Expertise for Marketing Procurement
Developing Digital Marketing Expertise for Marketing Procurement
Developing Digital Marketing Expertise for Marketing Procurement
Developing Digital Marketing Expertise for Marketing Procurement
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Developing Digital Marketing Expertise for Marketing Procurement

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Presented at Procurecon for Digital and Marketing Services, Nov 12, 2012. Designed to help marketing procurement professionals understand the basics of digital marketing, social media marketing and mobile marketing.

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Developing Digital Marketing Expertise for Marketing Procurement

  1. 1. Building Up YourCategory Expertise Nov 12, 2012
  2. 2. The  Digital  Marke.ng  Ecosystem  Devices,  Pla,orms,  Channels   117  mm     38%  of  US   Digital   25%  of  US  adults   households  have  a   mobile     ubiquity   own  a  tablet   connected  device   internet     visitors   3  
  3. 3. THE  FIRST  PROCUREMENT  FILTER  TO  DIGITAL  MARKETING  IS  …  
  4. 4. Building     Digital     Buying     Managing     Genera.ng    Experiences   Media   Rela.onships   Insights  
  5. 5. Building  Digital   Buying     Experiences   Media   Websites   Performance  Media  Web  Applica.ons   Email  Mobile  Websites   Display     Apps   Video     Crea.ve   Mobile     Content   Social   SEO    
  6. 6. Managing     Genera.ng    Rela.onships   Insights   Email   Market  Research   SMS   Analy.cs   Social  Media   ABribu.on   Blogs   Data  Management   Loyalty   Modeling   Advocacy   Business  Intelligence    
  7. 7. Providing  Effec.ve  Digital  Experiences  Expanding  Baselines    Front  End  Design   Systems  Integra.on      Back  End  Development   eCommerce      Content  Management   Applica.ons    
  8. 8. The  New  Media  Ecosystem   Integra.on   Amplifica.on   Paid  Media   Owned  Media   Earned  Media   Search   Websites   Shared  Content   Display   Major  Social  PlaLorms   Social  Posts   Video   Social  Communi.es   3rd  Party  Communi.es   Email   Blogs   PR  /  Media  Coverage   Social  Ads   Email/SMS   In-­‐Store   Tradi.onal  Media   PR  /  Media  Coverage   Catalogs   10  
  9. 9. Polariza.on  of  Digital  Marke.ng  Trends  
  10. 10. Dimensions  of  Direct  Response  12  
  11. 11. Polariza.on  of  Digital  Marke.ng  Trends  
  12. 12. Dimensions  of  Digital  Branding  14  
  13. 13. Media,  Marke.ng,  &  Technology  Are  Merging  Consumer  Centric    Data  Driven    Cross  Disciplinary  
  14. 14. Agencies  Recognized  The  Need  to  Evolve   Changing  Consumer  Behavior     Increase  Demand  For  Accountability     Increased  Complexity     Improved  Data  Accessibility          
  15. 15. Agencies  Evolve  Into  “The  Agency  of  the  Future”  Embrace  New  Disciplines    Data,  Math  Capabili.es    Emphasis  on  Strategy  and  Solu.ons    Cross-­‐Channel  Integra.on    New  Compensa.on  Structures    
  16. 16. The  Agency  of  The  Future   Services   (Crea.ve,  Media,  PR)   Agency     Technology   of  the     Business   &  Data   Future   Intelligence   Strategy  
  17. 17. UNDERSTANDING  DIGITAL  MARKETING  
  18. 18. Crea.ng  Demand  vs  Harnessing  Demand   Direct  Response  Branding   Visibility   Brand  Equity   Discoverability   Amplifica.on   Performance-­‐   Marke.ng   Marke.ng   20  
  19. 19. Digital  Media  Hierarchy   Create     Brand  Demand   Mobile   Engagement   Channels   Content  Marke.ng   Social  Media   Online  Video   Display   Retarge.ng   SEO   CRM   Harness   Direct     Demand   Search,  Affiliate,  CSE   Response     Channels  
  20. 20. Marketers  Are  Responsible  For  Seng  Realis.c  and  Informed  Objec.ves   Hope  and  Aspira-on  is     Not  a  Strategy      
  21. 21. Importance  of  KPI’s  “You  Cannot  Manage  What  You  Do  Not  Measure”  
  22. 22. Importance  of  KPI’s  Must  Be  Aligned  With  Objec.ves    Basis  of  Investment  Decisions    Func.onalizes  Op.miza.on  
  23. 23. Mul.ple  Dimensions  of  Digital  Measurement   Behavioral   Atudinal   Econometric     •  Engagement   •  Awareness   •  In-­‐Market  Sales   Metrics   •  Response   •  Favorability   •  Comparison  to  Other   •  Purchase   •  Purchase  Intent   Marke.ng  Channels   •  Social  Ac.ons     Cost     Scale     Time  
  24. 24. However,  We  Should  Leverage  The     Unique  A`ributes   Contextual   Targe.ng  &   Engagement,   Community,   Accountability   Relevancy   Addressability   Interac.vity   Sharing  &   Discovery  27  
  25. 25. MOBILE  MARKETING  
  26. 26. Harnessing  “Mobility”   Leveraging  Unique   A`ributes  of  Mobile  Devices   U.lity     Entertainment   Enhancing  Consumer’s  Lives     Experien.al  Value    
  27. 27. Loca.on  Based  Opportuni.es  
  28. 28. Mobile  Websites  Must  Provide  an  Op.mized,  Streamlined  Experience    Several  Approaches    
  29. 29. SMS  (Text  Messaging)  Rela.onship  Marke.ng    Integrates  Well  With    Other  Media    Permission  Based            
  30. 30. Mobile  Apps  Na.ve  to  iOS,  Android  (and  now  Windows)    U.lize  Device  Features    Available  in  App  Stores    Must  Provide  Ongoing  Value      
  31. 31. Mobile  Apps  
  32. 32. QR  Codes  Not  Adopted  By  the  Mass  Market    Simple  Connec.on  To  The  Digital  World    To  Be  Supplanted  By  NFC          
  33. 33. Augmented  Reality  Superimposes  Data  or  Graphics  Over  The  “Real  World”              
  34. 34. SOCIAL  MEDIA  MARKETING  
  35. 35. Social  Media  is  an  Org  Challenge  First   Requires  a  Cultural  Integra>on   Product   PR   Development   Customer   Research   Service   CRM   Sales   SOCIAL   Adver.sing   Legal   MEDIA  
  36. 36. Blending  Owned,  Earned  and  Paid  Media   Community  Management   Engagement   Social  Media  Campaigns     Loyalty   Social  Media  Adver.sing     Advocacy   Social  Listening,  Insights          
  37. 37. The  Role  of  Agencies  and  Marketers  Prolifera.on  of  Social  Media  Agencies    Everyone  Claims  to  Do  Everything    What  Skills  Do  You  Have  Internally?    Be  Diligent  in  Selec.ng  an  Agency      
  38. 38. What  Does  Success  Look  Like?   Foster  Community     +   Drive  Engagement   +   Measure  Impact  on     Business  Value     Develop  and  Agree  on  Clear  Objec.ves  and  KPI’s    
  39. 39. Engaging  Customers  Through  Social  Rela.onships   Day  to  Day  Community  Management     Producing  and  Cura.ng  Content     Facilita.ng  Sharing     Providing  Real  Value  
  40. 40. Developing  Social  Campaigns  
  41. 41. Social  Media  Adver.sing  
  42. 42. Social  Media  Adver.sing  
  43. 43. Developing  Insights  From  Social  Listening   Monitor  Brand,  Compe.tors,  Category     Iden.fy  Trends     Enable  Real  Time  Marke.ng     Reputa.on  Management      
  44. 44. BRINGING  DIGITAL  MARKETING    TO  LIFE  
  45. 45. A  General  Commitment  To  Consumer  Engagement  
  46. 46. Content  and  Resources  Engage  The  Consumer  
  47. 47. Content  and  Resources  Engage  The  Consumer  
  48. 48. Leveraging  Mobile  Ubiquity  
  49. 49. Deliver  Immersive  Brand  Experiences  
  50. 50. Crea.ve  Social  Media  Integra.on   .  
  51. 51. Even  “Boring”  Products  Can  Be  Sexy  
  52. 52. Really  Brining  An  Idea  To  Life  
  53. 53. The  illiterate  of  the  future  will  not  be  the  person  who  cannot  read.  It  will  be  the  person  who  does  not  know  how  to  learn,  unlearn  and  relearn.              -­‐  Alvin  Tophler  
  54. 54. Thank You!Jason@agilitico.com @jasonheller

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