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Decision Makers: Stop thinking tactics, Start thinking campaigns.
The document discusses the decline of traditional advertising and mail delivery, highlighting a shift towards digital content and video consumption. It emphasizes the importance of strategic planning and customer retention in marketing, as acquiring new customers is significantly more costly. Additionally, it outlines various stages of consumer engagement from awareness to action, while suggesting ways to optimize marketing efforts through analytics and audience segmentation.
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Decision Makers: Stop thinking tactics, Start thinking campaigns.
- 1. Decision Makers: Stop thinkingtactics, Start thinking campaigns.
- 2. © 2013 Capstrat,LLC. All Rights Reserved.
- 3. Newspapers have lost$40 Billion in advertising revenue since 2000. Source: Newspaper Association of America #TotallyAwesome © 2013 Capstrat, LLC. All Rights Reserved.
- 4. The number ofpieces of mail delivered by the US postal service dropped from 250 Million to 50 Million over the last 6 years. Source: USPS © 2013 Capstrat, LLC. All Rights Reserved.
- 5. Content on theInternet tripled between 2010 and 2013. Source: GoGlobe & Qmee © 2013 Capstrat, LLC. All Rights Reserved.
- 6. 90% of allInternet traffic in 2017 will be video. Source: Cisco © 2013 Capstrat, LLC. All Rights Reserved.
- 7. Sharing on socialmedia has doubled between 2011 and 2013. Source: KPCB © 2013 Capstrat, LLC. All Rights Reserved.
- 8. The half-life ofa piece of content shared on Twitter and Facebook is 3 hours. (Half-life = 50% of Total clicks) Source: Bit.ly © 2013 Capstrat, LLC. All Rights Reserved.
- 9. The average USadult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack 2013 © 2013 Capstrat, LLC. All Rights Reserved.
- 10. 73% of peoplesurveyed wouldn’t care if the brands they used disappeared from their life. Source: Co.Exist © 2013 Capstrat, LLC. All Rights Reserved.
- 11. 42% of globalmarketers say acquiring new customers is one of the top three marketing challenges facing their organization. Source: IBM © 2013 Capstrat, LLC. All Rights Reserved.
- 12. It is 6to 7 times more expensive to acquire a new customer than it is to keep a current one. Source: White House Office of Consumer Affairs © 2013 Capstrat, LLC. All Rights Reserved.
- 13. Title Goes Here ©2013 Capstrat, LLC. All Rights Reserved.
- 14. But with thisopportunity comes the potential inertia of too much... © 2013 Capstrat, LLC. All Rights Reserved.
- 15. How can youbring structure to the chaos? © 2013 Capstrat, LLC. All Rights Reserved.
- 16. Funnel • testing/optimization 16 © 2013 CapstratLLC. All Rights Reserved.
- 17. Funnel • testing/optimization 17 © 2013 CapstratLLC. All Rights Reserved.
- 18. The Approach Universe ofPeople Awareness/Attention Interest Desire Action Sales, New Members, Advocates, etc 18 © 2013 Capstrat LLC. All Rights Reserved.
- 19. Planning/Strategy Research Account Planning Positioning Messaging Delivery Audience Segmentation Universe ofPeople Awareness/Attention Interest Desire Action 19 © 2013 Capstrat LLC. All Rights Reserved.
- 20. Awareness/Attention Audience Segmentation Advertising Public Relations Universe ofPeople Research Account Planning Positioning Messaging Delivery Awareness/Attention Social Media Interest Desire Action 20 © 2013 Capstrat LLC. All Rights Reserved.
- 21. Interest Audience Segmentation Universe of People Research AccountPlanning Positioning Messaging Delivery Awareness/Attention Advertising Social Media Search Direct Marketing Social Digital Experience Channel Marketing Native Advertising Public Relations Interest Desire Action 21 © 2013 Capstrat LLC. All Rights Reserved.
- 22. Desire Audience Segmentation Universe of People Research AccountPlanning Positioning Messaging Delivery Awareness/Attention Advertising Social Media Public Relations Interest Search Direct Marketing Social Video Infographics Digital Experience Channel Marketing Native Advertising Desire Action 22 © 2013 Capstrat LLC. All Rights Reserved.
- 23. Action Audience Segmentation Universe of People Research AccountPlanning Positioning Messaging Delivery Awareness/Attention Advertising Social Media Public Relations Interest Search Direct Marketing Social Digital Experience Channel Marketing Native Advertising Desire Videos User Experience Conversion Optimization Infographics Action 23 © 2013 Capstrat LLC. All Rights Reserved.
- 24. Relationship Cultivation andManagement Customer Segmentation Universe of People Lead Management Strategy Marketing Content Strategy Tactical Execution - Timing - Channels/Tactics Awareness/Attention Interest Marketing Automation Analytics Optimization Desire Action 24 © 2013 Capstrat LLC. All Rights Reserved.
- 25. B2B Industry Benchmarkfor Lead Conversions* * Based on industry averages/benchmark developed by Netprospex Suspects 2% Prospects Suspects Prospects 4% Marketing Qualified Lead Sales Accepted Lead Marketing Qualified Lead 67% Sales Qualified Lead Sales Accepted Lead Closed Deals 47% Avg Size of Sale Sales Qualified Lead Closed Deals 31% 2014 Marketing Generated Revenue Goal x $$$$ $$$$$$ 25 © 2013 Capstrat LLC. All Rights Reserved.
- 26. B2B Industry Benchmarkfor Lead Conversions* * Based on industry averages/benchmark developed by Netprospex Suspects 2% Prospects Suspects Prospects 4% Marketing Qualified Lead Sales Accepted www.silverpop.com/roi/calculator/ Lead Marketing Qualified Lead 67% Sales Qualified Lead Sales Accepted Lead Closed Deals 47% Avg Size of Sale Sales Qualified Lead Closed Deals 31% 2014 Marketing Generated Revenue Goal x $$$$ $$$$$$ 25 © 2013 Capstrat LLC. All Rights Reserved.
- 27. © 2013 Capstrat,LLC. All Rights Reserved.
- 28. © 2013 Capstrat,LLC. All Rights Reserved.
- 29. Content 28 © 2013 CapstratLLC. All Rights Reserved.
- 30. Content Engine 29 © 2013Capstrat LLC. All Rights Reserved.
- 31. Optimization and Testing © 2013Capstrat, LLC. All Rights Reserved.
- 32. Optimization/Testing Audience Segmentation Universe of People Awareness/Attention Interest Desire Action 31 ©2013 Capstrat LLC. All Rights Reserved.
- 33. Measurement/Analytics Clicks Completion of Task Loyalty Attribution Sales HighValue Behaviors Page/Video Views Time Spent Likes/Follows CTR/CPC Visits © 2013 Capstrat, LLC. All Rights Reserved.
- 34. Analytics Framework Business Goals Outcomes Outputs Organizationallevel Perception and behavioral level Contact/response level Added value Revenue/turnover Contracts closed Reputation value Brand value Price-earnings Ratio Market share Stock price Employee retention ... Impact on the organization Knowledge, opinions, attitudes Awareness Comprehension Recollection Recognition Credibility Image changes Recommendations Purchasing intent Sales ... Impact on targeted groups Reach, touch, click Frequency Visits Site conversions Prominence Message impact Share of voice Journalist inquiries … Impact on tactics/media/channels 33 © 2013 Capstrat LLC. All Rights Reserved.
- 35. Thank You Shane Johnston e.sjohnston@capstrat.com t. @shanetjohnston Jon Barlow e. jbarlow@capstrat.com t. @Jon_Barlow www.capstrat.com © 2013 Capstrat, LLC. All Rights Reserved.