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Bob Canaway
Vice President of Marketing – Ektron
bob.canaway@ektron.com – @bobcanaway
The Changing
Face of Digital
Marketi...
Copyright © 2013 Ektron, Inc.
IT ALL STARTED WITH THIS GENT
• Born 1948
• First internetworked
computers 1950
• ARPANET Ca...
Copyright © 2013 Ektron, Inc.
THEN IT STARTED GETTING
INTERESTING
Invented the first Web
browser, editor and Web
server
In...
Copyright © 2013 Ektron, Inc.
Copyright © 2013 Ektron, Inc.
THE AGE OF ANY-NEW-
MARKETING WORKS
Fortunes are made
Domain names gobbled up
Email becomes ...
Copyright © 2013 Ektron, Inc.
MASS CONSUMERIZATION
The first video on YouTube, uploaded
at 8:27 P.M. on Saturday April 23r...
Copyright © 2013 Ektron, Inc.
FAST FORWARD
Copyright © 2013 Ektron, Inc.
Copyright © 2013 Ektron, Inc.
THE BUYER HAS CHANGED
• Savvy, noise resistant, information
seekers
• Informed, social, & ea...
Copyright © 2013 Ektron, Inc.
CONVERSION: WHAT YOU WANT TO
HAPPEN
Awareness
Consideration
Close
Visitor
Copyright © 2013 Ektron, Inc.
CONVERSION: WHAT REALLY HAPPENS
Awareness
Consideration
Close
Visitor
Copyright © 2013 Ektron, Inc.
FOCUS ON THE BUYER’S JOURNEY
Not the seller’s process
Content
Marketing
Drives
Engagement
Copyright © 2013 Ektron, Inc.
INBOUND WEBSITE
Attract Unknown Blog Keywords
Social
Media
Convert Visitors
Targeted
CTAs
La...
Copyright © 2013 Ektron, Inc.
Copyright © 2013 Ektron, Inc.
Copyright © 2013 Ektron, Inc.
Copyright © 2013 Ektron, Inc.
Copyright © 2013 Ektron, Inc.
Copyright © 2013 Ektron, Inc.
Data
Scientist
ROLES ARE BLENDING
Content
Author
Digital
Marketer
Copyright © 2013 Ektron, Inc.
AVAILABLE DATA IS GROWING
CMS CRM Marketing
Automation
Analytics
ERP Enterprise
Repositories...
Copyright © 2013 Ektron, Inc.
HOW TO GET THERE
Unified
Data
Intent
Actionable
view of your
customer
Copyright © 2013 Ektron, Inc.
Must Have Attributes
• Is a customer
• With X products
• In Canada
Nice to have
• Responded ...
Copyright © 2013 Ektron, Inc.
PERSONA BEST PRACTICES
• Understand the visitor’s attributes, goals &
behaviors
• Interview ...
Copyright © 2013 Ektron, Inc.
Copyright © 2013 Ektron, Inc.
CONTENT TARGETING
Verb – Using data
about your visitors to
provide relevant,
contextual cont...
Copyright © 2013 Ektron, Inc.
TARGET THAT CONTENT
Content targeting
Desired
business
results
Copyright © 2013 Ektron, Inc.
WAYS TO TARGET CONTENT
Anonymous Visitors
• Geo-location
• Search term
• Industry
• Company
...
Copyright © 2013 Ektron, Inc.
AMPLIFY!
Copyright © 2013 Ektron, Inc.
Bob Canaway
Vice President of Marketing – Ektron
bob.canaway@ektron.com – @bobcanaway
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Ektron London Conference: The Changing Face of Digital Marketing

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Bob Canaway, Vice President of Marketing – Ektron. In the new arena of digital marketing, what's important is to focus on the buyer's journey, not the seller's aagenda.

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Ektron London Conference: The Changing Face of Digital Marketing

  1. 1. Bob Canaway Vice President of Marketing – Ektron bob.canaway@ektron.com – @bobcanaway The Changing Face of Digital Marketing
  2. 2. Copyright © 2013 Ektron, Inc. IT ALL STARTED WITH THIS GENT • Born 1948 • First internetworked computers 1950 • ARPANET Carries Packets in 1969 • Email starts in the 70s and takes off in 80s
  3. 3. Copyright © 2013 Ektron, Inc. THEN IT STARTED GETTING INTERESTING Invented the first Web browser, editor and Web server Invented the World Wide Web • Developed it to “share information” Sir Tim Berners-Lee
  4. 4. Copyright © 2013 Ektron, Inc.
  5. 5. Copyright © 2013 Ektron, Inc. THE AGE OF ANY-NEW- MARKETING WORKS Fortunes are made Domain names gobbled up Email becomes a force Message groups SEO My Space Social
  6. 6. Copyright © 2013 Ektron, Inc. MASS CONSUMERIZATION The first video on YouTube, uploaded at 8:27 P.M. on Saturday April 23rd, 2005. The video was shot by Yakov Lapitsky at the San Diego Zoo.
  7. 7. Copyright © 2013 Ektron, Inc. FAST FORWARD
  8. 8. Copyright © 2013 Ektron, Inc.
  9. 9. Copyright © 2013 Ektron, Inc. THE BUYER HAS CHANGED • Savvy, noise resistant, information seekers • Informed, social, & earned vs. bought  78% start their research with search  78% view vendor websites  4+ pieces of content  5576 emails ~ Exec 10x
  10. 10. Copyright © 2013 Ektron, Inc. CONVERSION: WHAT YOU WANT TO HAPPEN Awareness Consideration Close Visitor
  11. 11. Copyright © 2013 Ektron, Inc. CONVERSION: WHAT REALLY HAPPENS Awareness Consideration Close Visitor
  12. 12. Copyright © 2013 Ektron, Inc. FOCUS ON THE BUYER’S JOURNEY Not the seller’s process Content Marketing Drives Engagement
  13. 13. Copyright © 2013 Ektron, Inc. INBOUND WEBSITE Attract Unknown Blog Keywords Social Media Convert Visitors Targeted CTAs Landing Pages Forms Close Leads MAP + CRM Integration Targeted Content Social Networking Delight Customers Targeted CTAs MAP + CRM Integration Customer Service
  14. 14. Copyright © 2013 Ektron, Inc.
  15. 15. Copyright © 2013 Ektron, Inc.
  16. 16. Copyright © 2013 Ektron, Inc.
  17. 17. Copyright © 2013 Ektron, Inc.
  18. 18. Copyright © 2013 Ektron, Inc.
  19. 19. Copyright © 2013 Ektron, Inc. Data Scientist ROLES ARE BLENDING Content Author Digital Marketer
  20. 20. Copyright © 2013 Ektron, Inc. AVAILABLE DATA IS GROWING CMS CRM Marketing Automation Analytics ERP Enterprise Repositories Does this look familiar?
  21. 21. Copyright © 2013 Ektron, Inc. HOW TO GET THERE Unified Data Intent Actionable view of your customer
  22. 22. Copyright © 2013 Ektron, Inc. Must Have Attributes • Is a customer • With X products • In Canada Nice to have • Responded to upgrade campaign Must Have Attributes • Is a prospect • In the Healthcare industry Target content “Great web experiences in your patient portal” webinar Target content “Getting the most out of your CMS” eBook Personas
  23. 23. Copyright © 2013 Ektron, Inc. PERSONA BEST PRACTICES • Understand the visitor’s attributes, goals & behaviors • Interview + Observe • What is the target buyer’s role within an organization? • Which of their business goals are relevant to your products & expertise? • What current industry issues could impact their ability to reach their goals? • Design personas based on the current stage in their decision making process • Build personalized set of site features and content to guide them through the buying journey
  24. 24. Copyright © 2013 Ektron, Inc.
  25. 25. Copyright © 2013 Ektron, Inc. CONTENT TARGETING Verb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
  26. 26. Copyright © 2013 Ektron, Inc. TARGET THAT CONTENT Content targeting Desired business results
  27. 27. Copyright © 2013 Ektron, Inc. WAYS TO TARGET CONTENT Anonymous Visitors • Geo-location • Search term • Industry • Company • Device type Known Visitors • Geolocation • Search terms • Industry • Company • Title • Role • Customer status • Social graph • Behavioral attributes Personas
  28. 28. Copyright © 2013 Ektron, Inc. AMPLIFY!
  29. 29. Copyright © 2013 Ektron, Inc.
  30. 30. Bob Canaway Vice President of Marketing – Ektron bob.canaway@ektron.com – @bobcanaway Questions

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