This document summarizes a presentation on using paid, owned, and earned media channels to drive a mobile and content-focused strategy aligned with user search intent. It discusses analyzing search data to identify opportunities to expand into mobile and non-branded keywords. It then proposes testing a new media strategy focused on increasing traffic to content assets, adjusting search and display campaigns to promote ungated content, and nurturing leads through a LinkedIn program. The strategy experiment would use a small initial budget and focus on collaboration, avoiding confirmation bias, and being prepared to iterate based on insights.

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Digital Track: DM101
Paid, Owned and Earned Media
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Charmaine Madamba, Sr. Search Marketing Manager, Citrix
Cindy Phan, Sr. Manager, Digital Marketing Strategy, Vmware
Alex Edlund, Global Director, Search Marketing, Marriott
Michael Thomas, Chief Marketing Officer and Partner, Noble Studios

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Content, Mobile, & User Intent Signals:
A Customer-Centric Theory That Defies “Normal”
An experiment on utilizing SEM and paid channels to
drive device strategy aligned to user search intent
Charmaine Madamba
Senior Search Marketing Manager, Citrix Mobility Apps

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Citrix | Mobility Apps
Citrix Market-leading Solutions
Windows App Delivery | Enterprise Mobility Management | Network Delivery | Collaboration & Sharing
Communications Cloud
A suite of easy-to-use, online video/audio
conferencing collaboration tools.

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Hello.
2008 - 2011 2011 - Present2005 - 2008
Analytics,
Account
Management, and
Business
Development
Creative Lead
and Client
Management
Roles across
Tech, Retail,
Finance Verticals
2006: Moved to San
Francisco, CA
2010: (SEM) Yahoo!
Bing Search
Alliance 2013: (SEM) Google
Enhanced Campaigns
SEM and SEO for
Mobility Apps,
Communications Cloud
Product Suite
(GoToMeeting,
GoToWebinar, and
GoToTraining)
2015: (SEO) Google Mobile
Friendly Algorithm Update

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Insert
Speaker
Logo
Is 2014 2015 Finally the Year of Mobile?

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Problem to Solve (A)
How can we effectively market our products on
Mobile?
What other ways can we test search
engagement in order to expand and optimize to
a growing segment of traffic?

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Search Profile | SEM + SEO Themes and Metrics
Key Categories Branded, Non-Branded, and Competitor
Top Non-Branded
Themes
(Conversions)
online meeting
conference call
web conferencing
webinar
webinar software
webcast
online training
virtual learning
elearning software
Target Non-Branded
Themes
video conferencing
collaboration
presentation
brand marketing
corporate training
Top Metrics Trials, Cost-Per-Trial, CPC (SEM) | Ranking, Organic Visits and Trials (SEO), Net Sales (SEO +SEM)
Mobile / Device
(SEM) Paid Search
(SEO) Mobile Responsive Site
(Media) Display + Retargeting
Mobile App Downloads
(SEO) Mobile Responsive Site
(Media) Display + Retargeting
Mobile App Downloads

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Opportunity | 2015 Mobile Related Searches (Non-Branded Category)
Communications Cloud Impressions and Trial Distribution
Impressions
Desktop Tablet Mobile (Smartphone)
Trials
81.8%
4.5%94.1% 1.4%
4.2% 14%

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Problem to Solve (B)
How can we make content more accessible to
our customers?
What are the opportunities to come with
providing an alternate experience from the
typical trial/buy flow?

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Trial + Registration Flow | What is Normal?
Mobile LP
Mobile LP
App

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Proposed Media Strategy | Plans + Requirements
Start with
Increase traffic to
Resource Center
& Content Assets.
Additional budget
for Search
programs.
Continued
investment in
Paid Social.
Allow % of Display
budget to promote un-
gated content.
Nurture those
who have
engaged,
through a
(LinkedIn) Lead
Accelerator
Program.
Help drive Non-
Branded traffic to
Search with
opportunity to
expand on
Mobile.
Adjustments
to CPA/ROI
Calculations
from the
typical trial
model.
Will help promote the
channel until SEO
backend changes are
completed.
Tracking capabilities are limited.
Search may not be credited
properly for eventual trials or
sales.
Wait. Did you say Non-Branded
and Mobile? Game on.

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Mashable User Poll, 2012 Election: 47%
of responders admitted to “unfriending”
someone due to political posts.

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Problem
to Solve
(A)
Problem
to Solve
(B)
Jobs To Be Done
(JTBD)
What are the problems that our customers
are trying to solve? How do we best
answer to their needs?

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The New Normal | An Experiment in User Intent
Content can cultivate a cohesive brand story that puts the focus back on the customer.

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1. The Discovery Process | Data in plain sight “How do you move forward when so little is visible
and so much is unknown?”
Ed Catmull, Creativity, Inc.
Set a baseline, determine what data is available,
and avoid confirmation bias.
Communicate early and set expectations around metrics
Engage teams for support and collaborate openly w/key partners

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2. Connecting The Dots | Use available insights as a springboard
Align data to available assets, or use to create new ones
Formulate a strategy that will fill opportunity gaps
Create test plan to help determine success metrics
and parameters to expand or iterate

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3. Watch it Grow | … Or not. (But fail fast to iterate quickly, if so.)
Start with a small budget and increase incrementally with performance
If successful, start building the (mobile+content) story to a bigger group
Re-evaluate your channel’s data, refine as needed, and assess test
campaign with team, collectively and regularly

18. Practical Takeaways
@brightedge #share15
Collaboration can bring
more impactful
outcomes than what one
channel can do on its
own.
Set forth a plan, but
realize that it needs to
evolve.
Failure rarely brews
in a structure where
customers are at
the center.
Avoid confirmation bias
through insights
“Jobs-To-Be-Done”
Engage cross-functional
teams
Align data with the strategy
Create the test plan and
budget: Start small
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