Digital Marketing Primer June 09


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Considerations for leveraging digital marketing as the center piece for launching high tech products to market.

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Digital Marketing Primer June 09

  1. 1. Mike Cichon etc…group, inc. Digital Marketing Primer Getting heard above the noise
  2. 2. “ A wealth of information creates a poverty of attention …
  3. 3. … and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.”
  4. 4. Professor Herbert Simon Computer Science and Psychology Carnegie Mellon University
  5. 5. The year was 1971.
  6. 6. The Internet today 133,000,000 blogs 186,727,854 distinct websites 210,000,000,000 emails sent per day 31,500,000 websites added in 2008 70% are spam 900,000 new blog posts per day
  7. 7. The Internet today All of this content is chasing the attention of 1.4b Internet users Worldwide (248m+ North America)
  8. 8. Competing in the “attention economy” … it’s about attracting attention of target buyers who are conditioned to tune out distractions. Is not about publishing more information on-line and off-line…
  9. 9. Key Trend: Drop in advertising <ul><li>28% overall news media ad decline (1Q’09) 1 </li></ul><ul><li>13% drop in online advertising on newspaper-owned Web sites 1 </li></ul><ul><li>24% revenue drop in radio advertising (1Q’09) 2 </li></ul><ul><li>Forecast 20% drop in television revenue (2009) 3 </li></ul><ul><li>Q4’08 Internet ad revenue growth 2% vs 24% Q4’07 4 </li></ul>2 - Radio Advertising Bureau. 3 -- BIA Advisory Services 1 – Newspaper Association of America 4 – IAB / PwC
  10. 10. Why Internet advertising is failing* *Eric Clemons, 2009 Professor of Operations and Information Management Wharton School of the University of Pennsylvania. Consumers do not trust advertising Consumers do not want to view advertising Consumers do not need advertising There is no shortage of places to put ads
  11. 11. The recession isn’t the only thing pulling down Internet advertising. It’s the canary in the coal mine. Other interruption-based programs are suffering the same fate.
  12. 12. Why interruption-based programs fail <ul><li>Screen phone calls </li></ul><ul><li>Don’t open emails </li></ul><ul><li>Ignore advertisements </li></ul>They attempt to re-direct attention rather than engage it at the point of interest <ul><li>Low response rates </li></ul><ul><li>Poor lead quality </li></ul><ul><li>High cost per lead </li></ul>Behavior Result
  13. 13. Contrast: Growth in on-line/social media <ul><li>Facebook: 65.7m monthly visits (200m+ users) </li></ul><ul><li>Twitter: 4.5m monthly visits </li></ul><ul><li>Blogs: 346m readers (77% of active Web users) </li></ul><ul><li>Social Networks: 35-49 age group up +11.3 million (2008)* </li></ul><ul><li>Mobile: Social network access up 156% (19% overall)* </li></ul><ul><li>Video: Audience growth up 339% (since 2003)* </li></ul><ul><li>Search: Up 50% (since 2003)* </li></ul>* – Neilsen On-Line
  14. 14. How can digital marketing help? <ul><li>Shift strategy from interruption-based tactics to engagement of active shoppers / searchers </li></ul><ul><li>A set of tools and tactics that leverage the Web to generate inbound traffic to your website </li></ul><ul><ul><li>Fine-tuning of organic and paid search (SEO / SEM) </li></ul></ul><ul><ul><li>Rich media content optimized for both the Web and mobile platforms (e.g., ebooks, dynamic flash) </li></ul></ul><ul><ul><li>Interactive marketing including blogging, micro-blogging and social networking </li></ul></ul><ul><ul><li>Internet-based programs (e.g., webinars, podcast) </li></ul></ul>
  15. 15. Take control of your on-line presence Associate expertise, authenticity and transparency with your brand Website Web-PR Forums Social Bookmarking Blog / Micro-Blog Wikis / Directories Other Social Media Social Networks
  16. 16. “ Digital marketing sounds great. I’d do more of it if I only knew where to start.” etc … group client
  17. 17. Sharpen the focus of messaging <ul><li>Construct persona-based content targeted at specific buyer types </li></ul><ul><ul><li>Document their goals and aspirations </li></ul></ul><ul><ul><li>Empathize with their problems </li></ul></ul><ul><ul><li>Prioritize the importance of their issues / concerns </li></ul></ul><ul><ul><li>Understand their on-line and off-line tendencies </li></ul></ul><ul><ul><li>Identify their preferred interaction channels </li></ul></ul><ul><ul><li>Communicate using appropriate images / multi-media </li></ul></ul><ul><ul><li>Speak in familiar language and words </li></ul></ul>Identify your “Joe the Plumber”
  18. 18. Launch a blog, make it interesting <ul><li>Dynamic, current content trumps static web-copy and paid advertising </li></ul><ul><li>Great for natural search and link building </li></ul><ul><li>Entry-level requirement to go social </li></ul><ul><li>Path to thought leadership </li></ul><ul><li>Great way to find out what buyers think </li></ul>
  19. 19. Listen and engage in the conversation <ul><li>Join the conversation </li></ul><ul><ul><li>Actively comment and link to the blogging community </li></ul></ul><ul><ul><li>Communicate valuable 3 rd party information </li></ul></ul><ul><ul><li>Advertise your blog and events </li></ul></ul><ul><li>Monitor “the blogsphere” for product, brand and competitive mentions </li></ul><ul><ul><li>Listen to experts </li></ul></ul><ul><ul><li>Identify trending topics </li></ul></ul><ul><ul><li>Discover breaking news </li></ul></ul>
  20. 20. Focus: Search marketing <ul><li>90% of online consumers use the Internet for research </li></ul><ul><li>47% of purchasing decisions are made online 1 </li></ul><ul><li>Most Google users never go further than the first two search engine page results 2 </li></ul><ul><li>Visual impressions drop to 50% by the 6 th search result, then they fall sharply after that 2 </li></ul>1 -- Enquiro Research Take Away Among all other things, make sure to get found on the Internet 2 -- Google
  21. 21. Build an on-line influencer network <ul><li>Mainstream media no longer owns a monopoly on information </li></ul><ul><li>Alternative media (bloggers) can spread information fast </li></ul><ul><ul><li>They do not always represent an accurate or balanced perspective </li></ul></ul><ul><li>Unfortunately, the Internet does not discriminate good from bad information when it goes viral </li></ul><ul><ul><li>Identify top bloggers and subscribe to their feeds </li></ul></ul>
  22. 22. Emerging Trend: Tap into mobile <ul><li>More than 1/3 of high-use smartphone users respond to mobile advertisements 1 </li></ul><ul><ul><li>53% click on ads </li></ul></ul><ul><ul><li>35% request more information </li></ul></ul><ul><ul><li>24% make mobile purchases </li></ul></ul><ul><ul><li>80% use mobile devices at work and while shopping </li></ul></ul><ul><li>Local mobile ad revenue will exceed $3.1b in 2013 (up from $160m in 2008) 2 </li></ul><ul><li>Local search made up 27.8% of all searches in 2008, but are expected to hit 35.1% in 2013 2 </li></ul>1-Universal McCann research study 2-The Kelsey Group
  23. 23. Establish a measurement infrastructure <ul><li>1) Measure traffic, validate source </li></ul><ul><ul><li>Unique visitors </li></ul></ul><ul><ul><li>eMail / RSS subscriptions </li></ul></ul>2) Correlate to leads 3) Correlate to conversions (closed deals) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 0 1 2 2 5 6 7 5 8 8 7 15
  24. 24. Marketing moves online and gets social Source: CMO Council Marketing Outlook Study, 2009 Minimum 20-30% of budget, more if: <ul><li>Not enough leads </li></ul><ul><li>Low quality leads </li></ul><ul><li>Leads cost too much </li></ul><ul><li>Low program response or participation rates </li></ul><ul><li>Long sales cycles </li></ul>Digital Marketing
  25. 25. Moving from strategy to execution <ul><li>Managing on-line brand presence </li></ul><ul><li>Active blogging and “blogsphere” management </li></ul><ul><li>Targeted demand generation programs </li></ul><ul><li>Development of sales and marketing tools </li></ul><ul><li>On-line influencer network </li></ul><ul><li>Search engine optimization and marketing </li></ul><ul><li>Multi-media, persona -based content </li></ul><ul><li>Blog and building an on-line following </li></ul>Product Launch Program Management and Execution Go to Market Planning <ul><li>Clean sheet story line development </li></ul><ul><li>Target marketing personas </li></ul><ul><li>Digital media, advertising and editorial content plan </li></ul><ul><li>Keyword and link-building strategy </li></ul>
  26. 26. <ul><li>I am a Web2.0 / SaaS marketing specialist with extensive hands-on experience in go to market strategy and execution. </li></ul><ul><li>Over the course of launching several products to market I have developed a consistent track record and deep hands-on experience in messaging / positioning, go-to-market planning, and crafting effective demand generation programs. </li></ul><ul><li>Over the past 10 years I have enjoyed working with several technology companies in Silicon Valley. I’ve learned from experience how to use the latest marketing and public relations strategies to help products get noticed in today’s crowded markets. </li></ul>About Mike Cichon Blog: http:// Twitter: @mcichon LinkedIn: Delicious: / Friendfeed: mcichon
  27. 27. [email_address] Thank You!