2011: How to Realign Your Digital Marketing Strategy

1,019 views

Published on

@squigster shows you key trends shaping the digital marketplace, how to realign your digital strategy for paid, owned and earned media AND how to create a digital brief

FULL AUDIO HERE: http://www.instantpresenter.com/WebConference/RecordingDefault.aspx?c_psrid=E951DB87834E

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,019
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
51
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

2011: How to Realign Your Digital Marketing Strategy

  1. 1. *Realign your digital strategy 
  2. 2. Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster http:/www.brunnerworks.com http://www.smarterfaster.com@brunnerworks @squigster
  3. 3. 1 Digital trends  2 Create a digital strategy 3 Integrate the mix @brunnerworks
  4. 4. digital  inform the approach 
  5. 5. Paid Media  
  6. 6. Brands2007-2011your target markets (unknown ) Paid Media   Digital has changed our relationship with you PS > We trust our friends more than we trust you.
  7. 7. Media consumption shifted online  North American Technographics benchmark study
  8. 8. We found, we shared, we converged2001 2011
  9. 9. Technology standards got flexible (yay!)  
  10. 10. People became publishers Earned Owned
  11. 11. PR  TV/ Radio/ Print  Advertising  Website
  12. 12. Fans Word of mouth  Facebook  Strangers YouTube  TV, Radio, Print  Twitter Online advertising Blogs  Earned Direct/ Email Forums  Paid Search  Paid  In Store  Customers Owned Brand web site  Microsite PackagingBlog/Facebook/Youtube Mobile Apps Video Games  Email  
  13. 13. Fans Word of mouth  Facebook  Strangers YouTube  TV, Radio, Print  Twitter Online advertising Blogs  Earned Direct/ Email Forums  Paid Search  Paid  In Store  content Customers Owned Brand web site  Microsite PackagingBlog/Facebook/Youtube Mobile Apps Video Games  Email  
  14. 14. Content appetites evolved 
  15. 15. Search engines became media companies
  16. 16. content became portable 
  17. 17. content consumption became situational
  18. 18. people started to co‐view 60% of Americans spends 3.5hrs each monthsimultaneously watching TV and using the internet
  19. 19. align your digital 
  20. 20. Brand StrategyBusiness objectivesProblem CompetitionAudienceInsightKey message  Brand promiseDesired actionBusiness metrics
  21. 21. Brand Strategy Digital Strategy Business objectivesProblem Competition Having a vision, plan and Audience programs to create and Insight integrate online assets that Key message   deliver measured success Brand promise against marketing objectives. Desired actionBusiness metrics
  22. 22. Brand Strategy Digital Strategy Business objectives Marketing objectivesProblem  Role of asset in solution   Competition Competitive landscape online Audience Audiences (4% = social currency)Insight Digital insight Key message   Content Brand promise Brand promiseDesired action Desired actions Business metrics Digital KPIs/KPDs 
  23. 23. Test case: Brand.com 
  24. 24. Start with measureable objectives To  raise brand awareness. To generate trial.To increase sales.
  25. 25. Start with measureable objectives To  raise brand awareness.  (Your website can’t raise brand  awareness. Try again).   To gain trial of New Product X from To generate trial. 13% of lapsed customers by Q4 To increase year‐over‐year web To increase sales. sales by 1%  by Q2 2013. 
  26. 26. Zoom in:  What’s the role of the asset?  The role of the brand site is to help  people make an informed brand  decision before they walk into the store.   The role of the brand site is to close the  sale and provide an effortless  transaction. The role of the brand site is to get people  to sign up for the loyalty club. 
  27. 27. Zoom out:  What’s its role in the mix?   Audience: Digital Insight:  CRM/EMAIL  Role:   Metric:  PAID SEARCH  BRAND WEBSITE  DISPLAY/ BROADBAND ADVERTISING ORGANIC  SEARCHAudience: Audience: Audience:Digital Insight:  Digital Insight:  Digital Insight: Role:   Role:   Role:  Metric:  Metric:  Metric:  PHONES  FACEBOOK  TWITTER  YOUTUBE  TABLETS Audience: Audience: Audience: Audience:Digital Insight:  Digital Insight:  Digital Insight:  Digital Insight: Role:   Role:   Role:   Role:  Metric:  Metric:  Metric:  Metric: 
  28. 28. Articulate desired actions. WEBSITE ACTIONS POINT VALUE 
  29. 29. Audit the competition  MATRIX COMPONENTS  Key messages  Content strategy  Look/feel    Calls‐to‐action  Mobile   Search keywords  Promotional strategy   Email  Social integration   Social monitoring  
  30. 30. Audit yourself 
  31. 31. Bring your audience segments to life  Young portion of the market. Starting families and buying first home. It’s who we need to cultivate. She finds style ideas online. She hosts girls’ night and her guests always comment on here sense of style. Also part of the younger target market; families and resources are growing. A transition time, she is entering the next life stage — really settling down into family life while balancing a meaningful career. She sifts through décor magazines and websites looking for a style that reflects her personality. Mothers with young families, second homes and a real passion for transforming the environment. She frequently selects stores to find products with function and style.
  32. 32. Let insight inform content strategy HOW MARISSA SPENDS HER TIME ONLINE    CONTENT MOST RELEVANT FOR MARISSA   
  33. 33. Inventory, assess, and close the content gap  Content Content Analyze your you’ve Got This! audience seeks
  34. 34. Words WordsYourBrandSite.com
  35. 35. aggregated Social content Images Words Video Info graphicsYourBrandSite.com
  36. 36. aggregated Social content Images Words Video Info graphicsYourBrandSite.com
  37. 37. Experience content in their shoes
  38. 38. Optimize for search (SEO) 
  39. 39. Optimize for social (SMO)  • Make content easily shareable  • Write to get found • Offer social sign in  • Enable social commenting • Enable social bookmarking • Proactively share/ syndicate content
  40. 40. Create a content calendar 
  41. 41. Choose the right metrics 
  42. 42. LONG & SHORT Key Performance Indicators (Strategic Metrics) Brand Performance Business Performance Customer Relationship Key Performance Drivers (Campaign Metrics) Public Relations Media Digital Direct Print/ Online, Social  TV/Print/ Online, Mobile,  Website, Email, Mobile, PostalElectronic PR Electronic Social Media  Mobile, etc. Social Direct Advertising 47
  43. 43. strategic
  44. 44. Zoom out: what’s its role in the mix?  
  45. 45. key
  46. 46. Brand Strategy Digital Strategy Business objectives Marketing objectivesProblem  Role of asset in solution   Competition Competitive landscape online Audience Audiences (social currency?) Insight Digital insight Key message   Content Brand promise Brand promiseDesired action Desired actions Business metrics Digital KPIs/KPDs 
  47. 47. aggregated Social content Images Words Video Info graphicsYourBrandSite.com
  48. 48. Zoom out:  What’s its role in the mix?   Audience: Digital Insight:  CRM/EMAIL  Role:   Metric:  PAID SEARCH  BRAND WEBSITE  DISPLAY/ BROADBAND ADVERTISING ORGANIC  SEARCHAudience: Audience: Audience:Digital Insight:  Digital Insight:  Digital Insight: Role:   Role:   Role:  Metric:  Metric:  Metric:  PHONES  FACEBOOK  TWITTER  YOUTUBE  TABLETS Audience: Audience: Audience: Audience:Digital Insight:  Digital Insight:  Digital Insight:  Digital Insight: Role:   Role:   Role:   Role:  Metric:  Metric:  Metric:  Metric: 
  49. 49. *hope you learned something new that you can apply straightaway!
  50. 50. Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster 412.995.9500@brunnerworks @squigster

×