Gut Checking Your 2015 Digital Marketing Plan
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This document summarizes a webcast about completing integrated digital marketing plans for 2015. It discusses key considerations like planning process, tactical needs, integration, resourcing, analytics, and budgeting. Speakers from Franchise Services and Parchment discuss their planning processes and focus on continuous improvement of content strategy, user experience, analytics, and cross-channel integration. Common challenges around resourcing, budget allocation, and improving multi-channel measurement are also addressed.
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Gut Checking Your 2015 Digital Marketing Plan
- 2. Is Your 2015 Integrated Digital Marketing Plan Complete? Time for a Gut Check? Thursday, December 11, 2014 - 1:00 EST(10:00PST) Speakers: David Robidoux, VP, Marketing, Franchise Services, Inc. Mike Bell, VP, Marketing, Parchment Mike Corak, EVP, Strategy, ethology
- 3. Viewing Tips Turn Off Pop-Up Blockers Technical difficulties? • Click on “Help?” link • Use Q+A box Submitting questions to speaker • Q+A session at end of webcast • Use “Ask a Question” box to submit questions • Send questions at any time • #DMDwc #GutCheck
- 4. Today’s Presenters David Robidoux VP, Marketing, Franchise Services, Inc. www.linkedin.com/pub/david-robidoux/2/317/7b2 Mike Corak EVP, Strategy, ethology www.linkedin.com/in/mikecorak @mikecorak Mike Bell VP, Marketing, Parchment www.linkedin.com/in/bellmichael1 #GutCheck @michaelrsbell
- 5. About Parchment Parchment 5.0, our electronic credentials platform, delivers the full B2B2C credential lifecycle securely and at scale. 2. Learners Request, Collect, Deliver & Share Multiple Credentials via 3. Credentials Are Displayed in Online Profiles Parchment Send Parchment.com Parchment Receive Issue. Request. Collect. Deliver. Share. Analyze. Parchment 5.0 #GutCheck One Account 1. Issuers Move from Paper to Electronic Credentials (Issue, Order, DRM, etc.) 4. Credentials are Delivered to Official Destinations (e.g. Admissions) A Secure & Trusted Platform
- 6. About Franchise Services Franchise Services, Inc. is a franchise management company that owns the franchise brands TeamLogic IT, Sir Speedy, PIP, Signal Graphics and MultiCopy. FSI’s award-winning brands support the small- to medium-sized business market. #GutCheck
- 7. Top Considerations 1. Planning Process 2. Tactical Needs 3. Integration 4. Resourcing 5. Analytics 6. Budgeting #GutCheck
- 8. #1 PLANNING PROCESS #GutCheck
- 9. Pro Tip: Budgeting… But Still LAST! #GutCheck
- 10. Polling Question 1 Poll 1: Where do most marketers plan to focus their digital efforts in 2015? a) Brand Awareness b) Revenue Support c) Data Acquisition d) Digital Channel Expansion e) Improving Customer Experience #GutCheck
- 11. Ethology (Annual) Integrated Planning Process Business Goals • Definition •Map digital KPIs •Audit ability to efficiently measure and tie back to business goals Audits & Inputs • Consumer Insights • Content Demand • Personas • Tactical Audits • Customer Experience Audits • Resource Audit •Competitive Analysis • Share of Voice •Offline Marketing Plan Review • Tool Assessment • Funnel Definition Strategy •Opportunity Assessment •GAP Analysis • Brand Taxonomy • Tactical Strategy • Integrated Strategy • Content Strategy • Resource Assignment • Projections • Journey Mapping Plan •Ops Design • Service Design • Tactical Calendar • Content Calendar • Technical Roadmap • Usability Roadmap • Resource Roadmap • Innovation Roadmap • Integrated Processes • Roles & Responsibilities Budget • Cost Estimate Against Program & Outcomes • Feasibility Assessment Adjust and Repeat Until Approved #GutCheck
- 12. Parchment Planning Timeline Strat Plan Quantitative Brand Qualitative Member Road Show Learner • PR • Influencer • Education • Interactive • Social 7’14 8’14 9’14 10’14 2015 Q4 15 Phase 1 Strategic Planning Phase 2 Research & Analysis Phase 3 Brand Identity • Parchment Vision • Strategic Pillars • Map Current Tactics to Pillars • Map Future Tactics to Pillars • Identify KPIs • Map Org Chart to Strategic Direction • *Pricing Strategy Phase 5 Execution • GA Audit • PPC “Test” campaign • Positioning • Brand Drivers • Creative Brief • Logo Refinements • Logo/Brand Extensions • Style Guide • Presentations • Internal • Sales • IR • PR • P.com survey • Member Focus Groups • Learner Focus Groups • Social Listening • Consistent but custom messaging • Insight-driven initiatives • Targeted Campaigns • Segmented Decks Phase 4 Socialization • Interview internal stakeholders • Gain consensus on Strategic Pillars • Socialize KPIs • Present final Strategy Systems Team Marketing Sales Product Marketing Product Sales Agency Partner Marketing Product Sales Agency Partner Marketing Product Sales Finance Marketing Sales Product #GutCheck
- 14. #2 TACTICAL NEEDS #GutCheck
- 15. Polling Question 2 Poll 2: Where do you tactically feel that your digital marketing execution has the most opportunity for improvement? a) Mobile b) Big Data c) Conversion Optimization d) Content Marketing e) Marketing Automation #GutCheck
- 17. Content Marketing Challenges #GutCheck
- 18. Polling Question 3 Poll 3: Organizationally where do you feel the biggest opportunity for digital marketing improvement lies? • Integration • Resourcing • Analytics • Budgeting #GutCheck
- 20. Common Integration Deficiencies Upon Audit • Modern SEO: Technical SEO, Content Strategy, UX, Creative, Social • Local: National SEO, Local SEO, Local Content, Social (reviews), Localized Content • Customer Experience: UX Design and Content Strategy (Service Design – Offline) • Retention: CRM, Email, Social, and Offline • Multi-Channel Analytics (Attribution) #GutCheck
- 21. Content Strategy at the Core social promotion and discussion paid media promotion tactically-agnostic future-friendly search analytics lifecycle marketing (email) content creation content strategy lenses: local + mobile #GutCheck
- 23. Top Impediment to Integration #GutCheck
- 24. Cultural Shifts That Break Down Silos • Reimagine your organizational structure, processes, and ops design • Rally teams and partners around integrated programs • Assign common success KPIs across teams (incentives) • Create a senior level content position • Include cross-channel teamwork in performance reviews • Celebrate group successes • Educate! #GutCheck
- 25. Staffing Model Extremes In-house • Tactical execution with internal staff • Consultation from tactical industry experts • Examples: Intuit, Amazon Benefits: Cost effective, activity oversight, integration control (in theory) Risks: Planning ability, talent, ability to tactically stay cutting edge, team management, knowledge for program evolution and integration Delivery Partners • Tactical execution with external staff • Partnered planning • Examples: CPG Benefits: Tactical accountability Risks: Direct tactical oversight and staffing, cost, multiple agency management and integration, ability to understand where to make bets (partner competition) #GutCheck
- 28. Marketing Mix Value #GutCheck
- 29. FSI Media Mix #GutCheck
- 32. Forecasted Market Factors 1. Improved measurement controls superfluous spending 1. Contextual marketing steals media dollars #GutCheck
- 33. Recommended Areas of Focus • Foundational Tactical Improvements • Content Strategy, Content, and Content Marketing • User Experience and Technical Roadmaps • Infrastructure: Systems, Tools, and Staff (Content Managers, Program Managers) • Direct Improvements: CRM, email, sms, integration • Service Design • Advanced Analytics • Testing Slush-Fund! #GutCheck
- 34. Thank You! www.ethology.com http://digitalmarketingdepot.com webcasts@digitalmarketingdepot.com #DMD #GutCheck