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2011: Realign Your Digital Strategy for a Smarter, Faster World
The document details strategies for aligning digital marketing with business objectives, emphasizing the importance of content and audience insight. It discusses the evolution of media consumption and the role of various digital assets in influencing consumer decisions and brand engagement. Key recommendations include creating measurable objectives, optimizing content for search and social, and maintaining a focus on desired actions and performance metrics.
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2011: Realign Your Digital Strategy for a Smarter, Faster World
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- 2. Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster http:/www.brunnerworks.com http://www.smarterfaster.com @brunnerworks @squigster
- 3. 1 Digital trends 2 Create a digital strategy 3 Integrate the mix @brunnerworks
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- 9. Brands 2007-2011 your target markets (unknown ) Paid Media Digital has changed our relationship with you PS > We trust our friends more than we trust you.
- 10. Media consumption shifted online North American Technographics benchmark study
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- 13. People became publishers Earned Owned
- 14. PR TV/ Radio/ Print Advertising Website
- 15. 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 Packaging Blog/Facebook/Youtube Mobile Apps Video Games Email
- 16. 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 Packaging Blog/Facebook/Youtube Mobile Apps Video Games Email
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- 21. people started to co‐view 60% ofAmericans spends 3.5hrs each month simultaneously watching TV and using the internet
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- 24. Brand Strategy Digital Strategy Business objectives Problem 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 action Business metrics
- 25. Brand Strategy Digital Strategy Business objectives Marketing objectives Problem Role of asset in solution Competition Competitive landscape online Audience Audiences (4% = social currency) Insight Digital insight Key message Content Brand promise Brand promise Desired action Desired actions Business metrics Digital KPIs/KPDs
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- 28. 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.
- 29. 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.
- 30. Zoom out: What’s its role in the mix? Audience: Digital Insight: CRM/EMAIL Role: Metric: PAID SEARCH BRAND WEBSITE DISPLAY/ BROADBAND ADVERTISING ORGANIC SEARCH Audience: 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:
- 31. Articulate desired actions. WEBSITE ACTIONS POINT VALUE
- 32. Audit the competition MATRIX COMPONENTS Key messages Content strategy Look/feel Calls‐to‐action Mobile Search keywords Promotional strategy Email Social integration Social monitoring
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- 34. 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.
- 35. Let insight inform content strategy HOWMARISSA SPENDS HER TIME ONLINE CONTENT MOST RELEVANT FOR MARISSA
- 36. Inventory, assess, and close the content gap Content Content Analyze your you’ve Got This! audience seeks
- 38. Words Words YourBrandSite.com
- 39. aggregated Social content Images Words Video Info graphics YourBrandSite.com
- 40. aggregated Social content Images Words Video Info graphics YourBrandSite.com
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- 44. 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
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- 47. 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, Postal Electronic PR Electronic Social Media Mobile, etc. Social Direct Advertising 47
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- 52. Brand Strategy Digital Strategy Business objectives Marketing objectives Problem Role of asset in solution Competition Competitive landscape online Audience Audiences (social currency?) Insight Digital insight Key message Content Brand promise Brand promise Desired action Desired actions Business metrics Digital KPIs/KPDs
- 53. aggregated Social content Images Words Video Info graphics YourBrandSite.com
- 54. Zoom out: What’s its role in the mix? Audience: Digital Insight: CRM/EMAIL Role: Metric: PAID SEARCH BRAND WEBSITE DISPLAY/ BROADBAND ADVERTISING ORGANIC SEARCH Audience: 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:
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- 56. Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster 412.995.9500 @brunnerworks @squigster