Decision Makers:
Stop thinking tactics,
Start thinking campaigns.
© 2013 Capstrat, LLC. All Rights Reserved.
Newspapers have lost $40 Billion in
advertising revenue since 2000.
Source: Newspaper Association of America

#TotallyAwes...
The number of pieces of mail delivered by
the US postal service dropped from 250
Million to 50 Million over the last 6 yea...
Content on the Internet tripled between
2010 and 2013.
Source: GoGlobe & Qmee

© 2013 Capstrat, LLC. All Rights Reserved.
90% of all Internet traffic
in 2017 will be video.
Source: Cisco

© 2013 Capstrat, LLC. All Rights Reserved.
Sharing on social media has
doubled between 2011 and 2013.
Source: KPCB

© 2013 Capstrat, LLC. All Rights Reserved.
The half-life of a piece of content shared
on Twitter and Facebook is 3 hours.
(Half-life = 50% of Total clicks)
Source: B...
The average US adult spends 141
minutes a day using mobile devices.
Source: Advertising Age Mobile Fact Pack 2013

© 2013 ...
73% of people surveyed wouldn’t care
if the brands they used disappeared
from their life.
Source: Co.Exist

© 2013 Capstra...
42% of global marketers say acquiring
new customers is one of the top three
marketing challenges facing their
organization...
It is 6 to 7 times more expensive to
acquire a new customer than it is to
keep a current one.
Source: White House Office o...
Title Goes Here

© 2013 Capstrat, LLC. All Rights Reserved.
But with this opportunity comes the
potential inertia of too much...

© 2013 Capstrat, LLC. All Rights Reserved.
How can you bring
structure to the chaos?

© 2013 Capstrat, LLC. All Rights Reserved.
Funnel
•

testing/optimization

16
© 2013 Capstrat LLC. All Rights Reserved.
Funnel
•

testing/optimization

17
© 2013 Capstrat LLC. All Rights Reserved.
The Approach
Universe of People

Awareness/Attention

Interest

Desire

Action

Sales, New Members, Advocates, etc

18
© 2...
Planning/Strategy
Research
Account Planning
Positioning
Messaging
Delivery

Audience
Segmentation

Universe of People

Awa...
Awareness/Attention
Audience
Segmentation

Advertising
Public Relations

Universe of People
Research
Account Planning
Posi...
Interest
Audience
Segmentation

Universe of People
Research
Account Planning
Positioning

Messaging
Delivery

Awareness/At...
Desire
Audience
Segmentation

Universe of People
Research
Account Planning
Positioning

Messaging
Delivery

Awareness/Atte...
Action
Audience
Segmentation

Universe of People
Research
Account Planning
Positioning

Messaging
Delivery

Awareness/Atte...
Relationship Cultivation and Management
Customer Segmentation

Universe of People

Lead Management Strategy

Marketing Con...
B2B Industry Benchmark for Lead Conversions*
* Based on industry averages/benchmark developed by Netprospex

Suspects

2%
...
B2B Industry Benchmark for Lead Conversions*
* Based on industry averages/benchmark developed by Netprospex

Suspects

2%
...
© 2013 Capstrat, LLC. All Rights Reserved.
© 2013 Capstrat, LLC. All Rights Reserved.
Content

28
© 2013 Capstrat LLC. All Rights Reserved.
Content Engine

29
© 2013 Capstrat LLC. All Rights Reserved.
Optimization
and Testing

© 2013 Capstrat, LLC. All Rights Reserved.
Optimization/Testing
Audience
Segmentation

Universe of People

Awareness/Attention

Interest

Desire
Action

31
© 2013 Ca...
Measurement/Analytics

Clicks
Completion of Task
Loyalty
Attribution

Sales

High Value Behaviors

Page/Video
Views Time
S...
Analytics Framework
Business Goals

Outcomes

Outputs

Organizational level

Perception and
behavioral level

Contact/resp...
Thank You
Shane Johnston
e. sjohnston@capstrat.com
t. @shanetjohnston

Jon Barlow
e. jbarlow@capstrat.com
t. @Jon_Barlow
w...
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Decision Makers: Stop thinking tactics, Start thinking campaigns.

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Social advertising, native advertising, content marketing, mobile, marketing automation, CRM, email marketing - today's world of marketing is filled with more opportunity than ever before. But with this opportunity comes the potential inertia of too much – too much to learn, too much data to measure, too many technologies to adopt, too many marketing tactics to integrate – too many decisions overall! Find out how to bring strategic structure to the chaos in a way that your peers and leadership can clearly understand and support.

Decision Makers: Stop thinking tactics, Start thinking campaigns.

  1. 1. Decision Makers: Stop thinking tactics, Start thinking campaigns.
  2. 2. © 2013 Capstrat, LLC. All Rights Reserved.
  3. 3. Newspapers have lost $40 Billion in advertising revenue since 2000. Source: Newspaper Association of America #TotallyAwesome © 2013 Capstrat, LLC. All Rights Reserved.
  4. 4. The number of pieces of mail delivered by the US postal service dropped from 250 Million to 50 Million over the last 6 years. Source: USPS © 2013 Capstrat, LLC. All Rights Reserved.
  5. 5. Content on the Internet tripled between 2010 and 2013. Source: GoGlobe & Qmee © 2013 Capstrat, LLC. All Rights Reserved.
  6. 6. 90% of all Internet traffic in 2017 will be video. Source: Cisco © 2013 Capstrat, LLC. All Rights Reserved.
  7. 7. Sharing on social media has doubled between 2011 and 2013. Source: KPCB © 2013 Capstrat, LLC. All Rights Reserved.
  8. 8. The half-life of a piece of content shared on Twitter and Facebook is 3 hours. (Half-life = 50% of Total clicks) Source: Bit.ly © 2013 Capstrat, LLC. All Rights Reserved.
  9. 9. The average US adult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack 2013 © 2013 Capstrat, LLC. All Rights Reserved.
  10. 10. 73% of people surveyed wouldn’t care if the brands they used disappeared from their life. Source: Co.Exist © 2013 Capstrat, LLC. All Rights Reserved.
  11. 11. 42% of global marketers say acquiring new customers is one of the top three marketing challenges facing their organization. Source: IBM © 2013 Capstrat, LLC. All Rights Reserved.
  12. 12. It is 6 to 7 times more expensive to acquire a new customer than it is to keep a current one. Source: White House Office of Consumer Affairs © 2013 Capstrat, LLC. All Rights Reserved.
  13. 13. Title Goes Here © 2013 Capstrat, LLC. All Rights Reserved.
  14. 14. But with this opportunity comes the potential inertia of too much... © 2013 Capstrat, LLC. All Rights Reserved.
  15. 15. How can you bring structure to the chaos? © 2013 Capstrat, LLC. All Rights Reserved.
  16. 16. Funnel • testing/optimization 16 © 2013 Capstrat LLC. All Rights Reserved.
  17. 17. Funnel • testing/optimization 17 © 2013 Capstrat LLC. All Rights Reserved.
  18. 18. The Approach Universe of People Awareness/Attention Interest Desire Action Sales, New Members, Advocates, etc 18 © 2013 Capstrat LLC. All Rights Reserved.
  19. 19. Planning/Strategy Research Account Planning Positioning Messaging Delivery Audience Segmentation Universe of People Awareness/Attention Interest Desire Action 19 © 2013 Capstrat LLC. All Rights Reserved.
  20. 20. Awareness/Attention Audience Segmentation Advertising Public Relations Universe of People Research Account Planning Positioning Messaging Delivery Awareness/Attention Social Media Interest Desire Action 20 © 2013 Capstrat LLC. All Rights Reserved.
  21. 21. Interest Audience Segmentation Universe of People Research Account Planning Positioning Messaging Delivery Awareness/Attention Advertising Social Media Search Direct Marketing Social Digital Experience Channel Marketing Native Advertising Public Relations Interest Desire Action 21 © 2013 Capstrat LLC. All Rights Reserved.
  22. 22. Desire Audience Segmentation Universe of People Research Account Planning Positioning Messaging Delivery Awareness/Attention Advertising Social Media Public Relations Interest Search Direct Marketing Social Video Infographics Digital Experience Channel Marketing Native Advertising Desire Action 22 © 2013 Capstrat LLC. All Rights Reserved.
  23. 23. Action Audience Segmentation Universe of People Research Account Planning Positioning Messaging Delivery Awareness/Attention Advertising Social Media Public Relations Interest Search Direct Marketing Social Digital Experience Channel Marketing Native Advertising Desire Videos User Experience Conversion Optimization Infographics Action 23 © 2013 Capstrat LLC. All Rights Reserved.
  24. 24. Relationship Cultivation and Management Customer Segmentation Universe of People Lead Management Strategy Marketing Content Strategy Tactical Execution - Timing - Channels/Tactics Awareness/Attention Interest Marketing Automation Analytics Optimization Desire Action 24 © 2013 Capstrat LLC. All Rights Reserved.
  25. 25. B2B Industry Benchmark for Lead Conversions* * Based on industry averages/benchmark developed by Netprospex Suspects 2% Prospects Suspects Prospects 4% Marketing Qualified Lead Sales Accepted Lead Marketing Qualified Lead 67% Sales Qualified Lead Sales Accepted Lead Closed Deals 47% Avg Size of Sale Sales Qualified Lead Closed Deals 31% 2014 Marketing Generated Revenue Goal x $$$$ $$$$$$ 25 © 2013 Capstrat LLC. All Rights Reserved.
  26. 26. B2B Industry Benchmark for Lead Conversions* * Based on industry averages/benchmark developed by Netprospex Suspects 2% Prospects Suspects Prospects 4% Marketing Qualified Lead Sales Accepted www.silverpop.com/roi/calculator/ Lead Marketing Qualified Lead 67% Sales Qualified Lead Sales Accepted Lead Closed Deals 47% Avg Size of Sale Sales Qualified Lead Closed Deals 31% 2014 Marketing Generated Revenue Goal x $$$$ $$$$$$ 25 © 2013 Capstrat LLC. All Rights Reserved.
  27. 27. © 2013 Capstrat, LLC. All Rights Reserved.
  28. 28. © 2013 Capstrat, LLC. All Rights Reserved.
  29. 29. Content 28 © 2013 Capstrat LLC. All Rights Reserved.
  30. 30. Content Engine 29 © 2013 Capstrat LLC. All Rights Reserved.
  31. 31. Optimization and Testing © 2013 Capstrat, LLC. All Rights Reserved.
  32. 32. Optimization/Testing Audience Segmentation Universe of People Awareness/Attention Interest Desire Action 31 © 2013 Capstrat LLC. All Rights Reserved.
  33. 33. Measurement/Analytics Clicks Completion of Task Loyalty Attribution Sales High Value Behaviors Page/Video Views Time Spent Likes/Follows CTR/CPC Visits © 2013 Capstrat, LLC. All Rights Reserved.
  34. 34. Analytics Framework Business Goals Outcomes Outputs Organizational level Perception and behavioral level Contact/response level Added value Revenue/turnover Contracts closed Reputation value Brand value Price-earnings Ratio Market share Stock price Employee retention ... Impact on the organization Knowledge, opinions, attitudes Awareness Comprehension Recollection Recognition Credibility Image changes Recommendations Purchasing intent Sales ... Impact on targeted groups Reach, touch, click Frequency Visits Site conversions Prominence Message impact Share of voice Journalist inquiries … Impact on tactics/media/channels 33 © 2013 Capstrat LLC. All Rights Reserved.
  35. 35. Thank You Shane Johnston e. sjohnston@capstrat.com t. @shanetjohnston Jon Barlow e. jbarlow@capstrat.com t. @Jon_Barlow www.capstrat.com © 2013 Capstrat, LLC. All Rights Reserved.

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