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Magenta Advisory, Lotta Kopra_Mainostajien liitto

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Magenta Advisory's partner Lotta Kopra on measuring digital marketing success. Mainostajien Liitto, January 2014

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Magenta Advisory, Lotta Kopra_Mainostajien liitto

  1. 1. Mainostajien liitto Thoughts on measuring digital marketing success 27.1. 2014 Lotta Kopra, partner Magenta Advisory
  2. 2. Purpose and agenda Purpose: This material has been created for Mainostajien liitto event. The purpose of material is restricted to stimulate discussion in the discussion board. Agenda: • What does digital marketing look like today and tomorrow? • How shall advertisers measure digital marketing success? • Discussion: What kind of new competencies and skills do advertisers need to succeed? 11/21/11
  3. 3. The digitalization of consumers’ lives is transforming marketing towards digital with accelerating speed • Time consumption online continues to grow, especially mobile • Mobile, social and local are business as usual • Intelligence going into the cloud • Richer media, especially video • Relevance, personalization • Value moving from media space towards consumer data • The comeback of Walled Gardens 11/21/11
  4. 4. Advertisers need partners for different stages of the digital marketing process MARKETING PLANNING CAMPAIGN CREATION MEDIA ACQUISITION CAMPAIGN PUBLISHING MARKETING ANALYTICS MEDIA AGENCIES SUPPORT CORE CORE ADVERTISING AGENCIES SUPPORT SUPPORT CORE PUBLISHERS CORE SUPPORT OTHER SERVICE PROVIDERS CONSULTANTS CHANNEL SPECIALISTS ANALYSTS Sources: Magenta Advisory analysis. 13.2.2014 3
  5. 5. Taking advantage of the wealth of information on marketing performance is often a major stretch MARKETING PLANNING CAMPAIGN CREATION MEDIA ACQUISITION CAMPAIGN PUBLISHING MARKETING ANALYTICS FUNNEL PERFORMANCE OWNED MEDIA Search traffic Website reports conversion reports Newsletter KPIs BOUGHT MEDIA Affiliate marketing ROI SEM performance Display metrics EARNED MEDIA Facebook campaign Social media performance reports Viral campaign analytics Sources: Magenta Advisory analysis. 13.2.2014 4
  6. 6. Business relevance of digital marketing depends largely on the industry: there is no single right answer EXAMPLES OF WHERE DIGITAL MARKETING FITS IN DIFFERENT INDUSTRIES MARKETING & SALES FUNNEL AWARENESS CONSIDERATION FastFast-moving consumer goods Car sales TeleTeleoperators Retail CONVERSION LOYALTY Sources: Magenta Advisory analysis. 13.2.2014 5
  7. 7. The challenge lies in understanding HOW digital marketing can support business targets ILLUSTRATIVE TARGET SETTING FOR TWO INDUSTRIES MARKETING & SALES FUNNEL AWARENESS CONSIDERATION CONVERSION LOYALTY FMCG COMPANY ONLINE RETAILER 80% brand recognition 60% top of mind position 50% share of voice 80% brand recognition 60% top of mind position Category leader in discussion volume 80% positive discussion polarity 200,000 monthly product site visits 2,000,000 monthly visits <30% bounce rate Average visit duration >5 minutes N/A 3.0% purchase conversion rate €150 average order value <40% return rate N/A 50% of customers purchase more than once / year +30 Net Promoter Score Sources: Magenta Advisory analysis. 13.2.2014 6
  8. 8. Digital media planning across owned, bought and earned media is more complex than its offline counterpart EXAMPLES OF HOW DIGITAL MARKETING TOOLS FIT THE MARKETING & SALES FUNNEL BLOGS FB FANS TWITTER RATINGS & REVIEWS VIRALS EARNED MEDIA FORUMS SEM AFFILIATE RETARGETING DIRECT DISPLAY BOUGHT MEDIA APPS LOYALTY NEWSLETTER CONVERSION SEO CONSIDERATION WEB & MOBILE SITE AWARENESS OWNED MEDIA CAMPAIGN SITE MARKETING & SALES FUNNEL Sources: Magenta Advisory analysis. 13.2.2014 7
  9. 9. The challenge in planning campaigns is to create relevant user journeys through the funnel EXAMPLE ACTIVATION CONCEPT DRIVING CHRISTMAS SALES IN ONLINE STORE MARKETING & SALES FUNNEL OWNED MEDIA CONVERSION LOYALTY ONLINE STORE: CAMPAIGN LANDING PAGE SEARCH OPTIMIZATION MERCHANDIZING EARNED MEDIA BLOGS: SEED TO GENERATE AWARENESS DISPLAY ADS: TO GENERATE AWARENESS AWARENESS CONSIDERATION BOUGHT MEDIA SEM: TURN AWARENESS TO TRAFFIC NEWSLETTER: DRIVE REPEAT BUYERS Sources: Magenta Advisory analysis. 13.2.2014 8
  10. 10. 11/21/11
  11. 11. Magenta Advisory introduction January, 2014 Lotta Kopra
  12. 12. As Finland’s leading technology independent management advisory in digital business – we help clients gain competitive advantage digitally 11
  13. 13. Baseline of our growth will come from improving our market share within our existing We are supporting many key players in their digital transformation… “high buying potential” clients… DIGITAL TRANSFORMATION PROGRESS IN DIFFERENT INDUSTRIES High tech Media Digital transformation progress Finance Travel Telecom Retail Consumer goods Public sector Industrial goods Industrial services Time working on digital transformation 12
  14. 14. …throughout their digital transformation journey MAGENTA ADVISORY OFFERING STRATEGY CAPABILITIES BUSINESS EXCELLENCE DIGITAL MARKETING AND CRM ONLINE AND OMNICHANNEL COMMERCE MULTICHANNEL CUSTOMER CARE DIGITAL PRODUCTS AND SERVICES 13
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