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Interactive Marketing: Building Brand Awareness & Delivering Results

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Many marketers make the mistake of defining their interactive marketing strategies in silos: display advertising, search, email, affiliate marketing, etc. As the interactive marketing landscape becomes ever more complex it is becoming critical to have a deep understanding of each digital medium without neglecting the end goal of your marketing efforts. In this session we will discuss the importance of breaking down silos to deliver the best possible results.

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Interactive Marketing: Building Brand Awareness & Delivering Results

  1. 1. Interactive Marketing Build Brand Awareness & Deliver Results
  2. 2. What we’ll discuss:  Media Convergence  Crossing Silos  Delivering Results  Optimizing Results  Building Your Ecosystem
  3. 3. Why do silos exist?  Methods of budgeting  Determining revenue performance  Original organization structure  Result of a merger / acquisition
  4. 4. What do silos cause?  Competition vs. collaboration  A default to old processes  Extra time, money and work caused by lack of knowledge and resource sharing  Lack of customer focus
  5. 5. Build Brand Awareness Deliver Results
  6. 6. Build Brand Awareness Deliver Results
  7. 7. WITHOUT AWARENESSTHERE CAN BE NO CONSIDERATION
  8. 8. MEDIA CONVERGENCE
  9. 9. Modern Digital EcosystemPeople don’t consume information in a silo.Source: David Armano - http://darmano.typepad.com/logic_emotion/2012/06/dig_ecosystem.html
  10. 10. Paid, Owned & Earned Media Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012)
  11. 11. Paid Owned Earned• Banner Ads • Company • Social• PPC Website Conversations• Sponsorships • Company Blog (i.e. Tweets)• Social Ads • Landing Pages / • Reviews• Affiliate Microsites • Shared Photos / Partnerships • Social Profiles Videos • PR Initiatives
  12. 12. What tactics support awareness?Awareness Banners Website Content Television Social Profiles Radio Sponsorships Reviews Social Conversations Shared Pics/Videos
  13. 13. What tactics support “results”? Paid Search Direct Website VisitsAffiliate Partnerships Landing Pages DR Banners Microsites Social Ads Organic Search
  14. 14. CROSSING SILOS
  15. 15. Common Theme: Communication Digital Department Media Department Creative Department OR Admissions Alumni Current Students OR IT Content Social Media / Development Search Marketing
  16. 16. Common cross-channel collaboration Banner SEO PPC PPC Ads Social TV Radio SEO Media
  17. 17. Un-Common cross-channel collaboration Radio Social Paid TV Media Search Sponsorships Paid SEO Banner Search Ads
  18. 18. Case Study for Cross-Channel Collaboration Media Post “TV Ads Lift Online Sales Conversions” Conversion rate improvements:  Direct Traffic, +63%  Organic Non-Brand, +45%  PPC Brand, +9%  Social Media, +25%  PPC Non-Brand, 13%  Affiliates, +41%  Organic Brand, +7%  Display, +29% $$$Source: http://www.mediapost.com/publications/article/183112/tv-ads-lift-online-sales-conversions-really.html
  19. 19. How should marketing cross channels? Ideal Scenario = All teams are involved in: Ideation Refinement Tracking Analysis Strategy Execution
  20. 20. Achieving goals All plans should be launched with a goal in mind. Is your goal…  to drive leads / sales?  to drive users to your location?  to drive awareness and sign-ups for a specific event?  to increase content consumption?
  21. 21. DELIVERING RESULTS
  22. 22. Step 1: Tracking (Online Media)  Select a shared tracking platform  Define your conversion window  Define your key performance metrics (KPI’s)  Create shared tagging documentation  Establish shared reporting requirements / templates
  23. 23. Step 1: Tracking (Offline Media) Offline media IS trackable!  Redirects / vanity URLs  QR codes  Unique offer codes  Map website traffic to offline ad times  Controlled geo-targeted tests  Online surveys & market research
  24. 24. Step 2: Strategy Work backwards from your goal. Your marketing channel decisions should never precede decisions about campaign objectives.
  25. 25. Step 2: Strategy Example Goal: Drive awareness and sign-ups for a Email local event Facebook Requires AWARENESS + Retargeted Display DIRECT RESPONSE
  26. 26. Step 3: Execution  Ensure that all tracking is properly in place  Monitor online media weekly to spot optimization opportunities  Be careful not to make hasty decisions about what is working / what is not yet
  27. 27. Step 4: Analysis  Create channel-specific reports • PPC  Most channels will need to be evaluated independently for optimization  Create a holistic report • SEO  Evaluate marketing mix • PPC  Identify trends • Display  Report on shared KPI’s • TV
  28. 28. Step 5: Refinement Make adjustments to:  Messaging / Call-to-Action  Placements  Reach / Frequency  Geo-targeting
  29. 29. OPTIMIZING MEDIA
  30. 30. Single-Channel Evaluation Evaluate but look further than:  Impression volume / CPM’s  Click-through rates / CPC’s  Site Referrals More importantly, evaluate:  Cost-per-conversion  Post-click & post impression conversion rates  Site visitor engagement
  31. 31. Channel Mix Evaluation This step is critical to make hypotheses about how media channels are influencing one another.  Overlay individual channel results, frequency and spend in a timeline-format  Ask questions like:  Did awareness buys influence site traffic or boost direct-response results?  Did improvements in owned media have an impact on engagement or site traffic?  Did earned media efforts cause a spike in conversion rates?
  32. 32. Testing … is a critical step to get the most out of your media dollars / efforts. … can be conducted in every channel, but must be controlled in order to evaluate properly
  33. 33. Cross-Channel Testing Ideas Are your PPC/SEO campaigns are driving the right kind of traffic, or are you having website conversion issues?  Use Google Experiments or another testing platform to experiment with different landing pages and on-site messaging. Not sure if TV/Radio is right for you?  Experiment with campaigns in a few markets, while other markets maintain normal campaign activity, and evaluate the impact on site traffic and branded paid/organic keyword referrals.
  34. 34. BUILDING YOUR ECOSYSTEM
  35. 35. Source: http://www.nps.gov/pete/forteachers/life-in-an-ecosystem.htm
  36. 36. Important Elements of an Ecosystem  Diversity  Connected Processes  Transfer of Energy  Shared Resources
  37. 37. Building an EcosystemSource: David Armano - http://darmano.typepad.com/logic_emotion/2012/06/dig_ecosystem.html
  38. 38. Evaluating Your Ecosystem  Infrastructure  Can you execute cross-channel tests quickly?  Can you get approval to test emerging media and run it efficiently?  Do different teams manage different media efforts, making it difficult to evaluate cross-channel efforts?
  39. 39. Evaluating Your Ecosystem  Content and information distribution processes  When new content is posted to the site, do the social and SEO teams get prompted to distribute/optimize it?  When prices to products/services change, are these changes promptly communicated to paid search, digital display and other relevant media teams?
  40. 40. Maintaining Your Ecosystem  All teams need to be onboard  Get buy-in from key decision makers  Ensure that processes are connected in practice, not just in theory
  41. 41. The Value of Your Ecosystem What do you get out of the shared ecosystem model?  Shared insight  better ideas  Shared resources  cost savings  Better ideas  greater results
  42. 42. @sheek linkedin.com/in/quinnsheek bit.ly/fewTHANK YOU! QUESTIONS?

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