Collin Colburn, Forrester ow does organic marketing fit in with the modern media mix? And how do you make it pay? Guest speaker Collin Colburn will highlight the trends that are shaping ROI metrics and integration of SEO.

1. © 2019 FORRESTER. REPRODUCTION PROHIBITED.

2. © 2019 FORRESTER. REPRODUCTION PROHIBITED.
What’s Next, Now: The Modern
Media Mix
Collin Colburn, Analyst
@Collin Colburn
May 8, 2019

3. 3© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Welcome to the Age of the Customer
Source: Forrester Report “Winning In The Age Of The Customer”

4. 4© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Customers are shaping corporate strategy
Institutions
Customers
Information
Price Location
Technology

5. 5© 2016 Forrester Research, Inc. Reproduction Prohibited
Customers aren’t just
empowered, they are entitled.

6. 6© 2019 FORRESTER. REPRODUCTION PROHIBITED.
The expectation that
I can get what I want
in my immediate context
and moments of need.

7. 7© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Customer discovery has bifurcated

8. 8© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Customer’s don’t search on *just* Google

9. 9© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Customers find in passive ways too

10. 10© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Our data shows that customers find websites in many
ways
0% 5% 10% 15% 20% 25% 30% 35% 40%
Other social networking websites
Ads on online radio
Text messages from a company or brand
In-store advertisements
Direct mail (advertisements sent by post)
Brand-sponsored online content
Blog posts, online forums, or discussion groups
Twitter
Ads on websites
In newspapers/magazines (ads, articles)
Ads during online videos
Sponsored search engine results
Search results from interest-specific search engines
Ads on TV
TV shows/news stories
Recommendations from friends or family members
Links from other websites
Emails from companies or brands
Facebook
Natural search engine results
How have you found the websites you’ve visited or the apps you’ve used in the past month?
Base: 4,509 US Online Adults (18+)
Source: Forrester’s Consumer Technographics North American Technology, Media, and Telecom Recontact Survey 1, 2017

11. 11© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Marketers focused on customer acquisition are trying
to answer three questions
• Understand search intent • Determine the sources
customers use to discover
information/products/brands
• Identify an optimal offer
based on intent and
behavior
1) What do target users
seek?
2) How does my
customer find?
3) What should I offer
users?

12. 12© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Digital ad spend in U.S. will reach $146 billion by 2023
Source: Forrester Data: Social Media Advertising Forecast, 2017 to 2022 (US); Forrester Data: Search Marketing Forecast, 2017 to 2022 (US); Forrester Analytics:
Online Display Advertising Forecast, 2018 to 2023 (US); and Forrester Analytics: Video Advertising Forecast, 2018 to 2023 (US)

13. 13© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Digital ad spend will grow at a 9% CAGR
Source: Forrester Data: Social Media Advertising Forecast, 2017 to 2022 (US); Forrester Data: Search Marketing Forecast, 2017 to 2022 (US); Forrester Analytics:
Online Display Advertising Forecast, 2018 to 2023 (US); and Forrester Analytics: Video Advertising Forecast, 2018 to 2023 (US)

14. 14© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Digital ad dollars will shift based on type of marketer
A few important highlights:• The most advanced marketers
will repurpose ad dollars
towards data, technology, or
innovation
• Intermediate marketers will
follow where consumers
eyeballs go
• SMBs are finally ramping up –
37% of SMBs will increase their
digital ad budgets in 2019

15. 15© 2019 FORRESTER. REPRODUCTION PROHIBITED.
How does SEO fit into the media mix?

16. 16© 2019 FORRESTER. REPRODUCTION PROHIBITED.
SEO plays a role throughout the customer lifecycle

17. 17© 2019 FORRESTER. REPRODUCTION PROHIBITED.
SEO will be the foundation for content through
emerging technology

18. 18© 2019 FORRESTER. REPRODUCTION PROHIBITED.
A good SEO foundation will prepare you for discovery
marketing
Answer box
Current news
Website
Local map pack

19. 19© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Your competitors are spending more on SEO
5%
5%
3%
2%
62%
15%
8%
0%
0%
3%
9%
60%
9%
18%
$0 to $24,999
$25,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $499,999
$500,000 to $999,999
$1 million or more
How much do you currently spend on SEO annually?
2017
2016
Base: 41 marketers responsible for SEO
Source: Forrester’s 2017 Search Marketing Agencies Client Reference Survey (Global)

20. 20© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Why else?
› It helps you reach people when they are in-market for a product or
solution you provide
› It provides long-term value
• SEO efforts today continue to influence search engine results for years
› SEO is typically 1/10 to 1/100 of the cost of paid media
› A search engine-friendly site also improves user experience

21. 21© 2019 FORRESTER. REPRODUCTION PROHIBITED.
So, how should you think about measuring
SEO?

22. 22© 2019 FORRESTER. REPRODUCTION PROHIBITED.
We need to balance the importance of brand with
performance

23. 23© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Use three metrics for SEO measurement
1. Incremental revenue gains

24. 24© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Track incrementality and customer awareness
› Evaluate sales
conversions to
determine newly
identified customers
› Run post-
purchase surveys
to ask how they
found the website

25. 25© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Use three metrics for SEO measurement
1. Incremental revenue gains
2. Brand health

26. 26© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Citizens Bank has begun measuring SEO brand health

27. 27© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Use three metrics for SEO measurement
1. Incremental revenue gains
2. Brand health
3. Share of voice

28. 28© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Measure answer boxes and organic results

29. 29© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Recommendations

30. 30© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Recommendations
› Look at site traffic directionally only
› Work closer with your paid search teams – act as one team!
› Start preparing for voice search through SEO
› Deliver SEO trainings to your cross-functional counterparts

31. FORRESTER.COM
Thank you
© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Collin Colburn
+1 212-857-0735
ccolburn@forrester.com