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Digital Impact
This document summarizes Geoffrey Ramsey's presentation on using magnetic content and performance measurement for digital marketing. The presentation discusses two fundamental problems marketers face: lack of adequate metrics and frustration engaging digital consumers. It then outlines seven key metrics to master for performance measurement. The document also provides examples of using magnetic content for different digital channels, including social media, display advertising, and video. It emphasizes the importance of content that is unique, useful, well-executed, fun, and makes good use of the channel.
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Digital Impact
- 1. Geoffrey Ramsey TWITTER: @geofframsey #digitalimpact #imediasummit September 12, 2011
- 2. Can you identifywith these two fundamental problems?: • Lack of adequate metrics and measurement systems to drive marketing performance Secret #1 is all • Frustration withneed for about the how to effectively engage online consumers, who have short attention spans, face Performance abundant choices and are increasingly resistant to Measurement… advertising messages
- 3. Marketers view ofperformance “The challenge is – „Prove to me that measurement marketing works‟… that the investments are paying back in both short- and long-term deliverables.” --Bob Liodice, CEO, ANA
- 4. The online displayad landscape today... Exchanges Client Geographic Networks Premium Publishers Psychographic Demographic Mid/Tail Publishers Behavioral “What‟s at stake Integration of many data sources here?” + real time placement + Complex analytics for testing and optimization
- 5. Internet as “Hub” $1 Trillion Total Marketing Myers, PwC, etc) (VSS, Consumer time and engagement Huge purchase influence Now 20% of total media spend $368 Billion “Advertising &and surpassing all print in 2012 Marketing” Media measurement “hook” (Outsell) Power of One media to rule them all! $157 Billion Advertising (eMarketer) $31 B Digital (eMarketer)
- 6. Deutsche Bank……. 18.0% Barclays................... 16.5% “Where‟s all this MAGNAGLOBAL….. 15.6% PwC…………………. 15.5% digital money Morgan Stanley……. 14.8% Citi…………….......... 14.6% coming from?” Winterberry Group…. 14.0% IDC…………………… 13.8% WARC…..….. ………. 12.7% 20.2% ZenithOptimedia……. 12.6% GroupM……………… 12.0%
- 7. 65% +1.4% eMARKETERFLASH Poll: “What % of YOUR digital ad spend comes from traditional?”
- 8. Secret #2 getsat the problem of engagement with digital consumers
- 9. of consumers saythey ignore or disregard banner ads more than any other type of ad. Source: AdweekMedia/Harris Poll,
- 10. The classic interruption/disruption model of advertising is waning… “Advertising is no longer about blasting the most “We need most people. creating Magnetic “Marketers areto create experiences, messages to the focusing on Instead, it’s about Content –this: entertaining, relevant, informative so Ideas that spread, win.” not just sponsor content.” or useful – it demands the consumer‟s --Frank --Seth Godin Pepsi timeCooper, CMO, and attention.”
- 11. “It‟s more aboutATTRACTION, rather than DISTRACTION.”
- 12. The Magnetic Content approach turnstargeting on its head.
- 15. What Does content as marketing about Case Studythe work in Highlight: “NameB2B? example of B2B world? the best Magnetic Content that you‟ve personally experienced with a brand.”
- 16. Five Criteria forMagnetic Content 1. Is the content Unique? 2. Is it Useful? 3. Is it Well Executed? Ask yourself, “Would I personally want to receive this content, and share it 4. Is it Fun? with others?” use of the channel in which it appears? 5. Does it make good
- 18. IsIs it Useful? it working?!
- 19. Too many metrics…the big challenge is deciding the right metrics Only 7 Key Metrics to Master Click-Thru Rate Click-Thru Rate Cost per Click Cost per Click Interaction Rate Interaction Rate Leads Leads Impressions Impressions Cost Per Lead Cost Per Lead View-Thrus View-Thrus Reach Reach Frequency Frequency Share of Voice Share of Voice Bounce Rate Bounce Rate Time on Site Time on Site Page Views Page Views Video Views Video Views Registration Rate Registration Rate Downloads Downloads Conversion Rate Conversion Rate Comments Comment Comment Forward Forward Return Visits Return Visits Time on Page Time on Page Page CTR Page CTR Circular Paths Circular Paths Exit Rate Exit Rate
- 20. Highest level metricswithto Start used the measurement framework quantify business performance Financial Metrics Higher level metrics related to Financial longer-term changes in brand e.g., ROI Outcomes Linkages health LINKAGE are crucial, Strategic Metrics not just a report card LINKAGE Perceptual & Behavioral Engagement Score? e.g., Brand Perception Lift, Outcomes Engagement Score LINKAGE Exposure Metrics Marketing Investment e.g., Qualified Reach Low level measures related to the performance of individual channels 20
- 21. Engagement Score reflectsa hierarchy which is based on the brand’s objectives Assign point values to each HIGHER gradated level of Engagement VALUE Advocate Recommend , referrals Create Profiles, Upload pictures Engagement Share Send to friend, Social media Value Continuum Signup, Email, Coupon, WTB Request 21 Respond Rate, Vote, Add comments Interact Play videos, Demos LOWER View Content, Pictures VALUE
- 22. Illustrative example formapping Engagement Scores 1 Point 1 Point 1 Point 1 Point 1 Point 2 Points 2 Points 1 Point 2 Points 2 Points 1 Point 1 Point 3 Points 3 Points 2 Points 2 Points 3 Points 1 Point
- 23. Applying Magnetic Contentand Performance Measurement to the Six Digital Channels Social Display
- 24. Digital Channel #1: Social Media: Connections Social that Count Media we “Can achieve scale?”
- 25. 232 million Americansare online today (74%) 89% 76% are buying online are on 68% are watching online video email 64% are social networking 11% Twittering TWITTER:@geofframsey Source: eMarketer, 2011
- 26. US social mediaspending will grow 55% this 11% year to $3 billion total US online ad spend of 7% of total online ad dollars 18% of display ad dollars Overtaking Yahoo! this year at only 13% share
- 27. Four best practicesfor Magnetizing customers through social media content 1. Leverage the secret ingredient: Trust 2. Listening leads to learning e.g., letting your brand advocates speak on your 3. Add Value to the conversation behalf; (ala Magnetic Content!) allowing for customer ratings and reviews 4. Focus on your Core Enthusiasts
- 28. #2. Listening leads toLearning A. Learn how consumers talk about your brand, product or service category • Notice what words and language they use • Learn about their interests and intentions A personal story about B. Discover real or perceived problems with your product or customer service listening…
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- 31. Adobe, I hopeyou’re listening, because I’ve got a problem…
- 32. #3. Add valueto the conversation…
- 33. Sometimes, the bestMagnetic Content comes from your best customers. Unique Useful Which is why you should: Well executed Fun #4. Focus on Your Fans. Great use of channel
- 34. #4. FocusWho YourBrand Fans: Nurture them Consumers on “Like” or Follow a Brand: Prospects carefully • Are more likely to buy 1, 3, 4…………………. 51% Find them via • Social Media Customers Tend to spend more money 2……………….. $71 CORE • Are more likely to recommend 1, 3, 4……..…. 60% CORE FANS • Are more likely to be loyal to the brand 3 …. Empower 34% Sources: 1) Chadwick Martin Bailey, Mar, 2010; 2) Syncapse, 2010; 3) ROI Research, June, 2011; 4) DDB Worldwide and OpionWay Research, Oct, 2010 them to share
- 35. SHARPIE: Finding Fans.Empowering Them. Nurturing Them. Viewed 62 million times on YouTube
- 36. % of marketerssaying their ability to measure ROI for media channel is “good” Paid search 54% E-mail marketing (acq) 53% Online display 37% TV 21% Newsp/Mags 20% N = 567 global Social media 19% marketers, 2010
- 37. Applying our frameworkto Conduct post-visit surveys social media with an exposed vs. control group to determine lift in Financial brand perceptions Metrics Financial Outcomes LINKAGE This is not the Strategic Metrics LINKAGE end game! Perceptual & Behavioral Outcomes To get to “ROI,” you need visibility into actual buying activity: LINKAGE Exposure Metrics Marketing Investment • Self-stated purchases; • Matching to a transaction database; 37 • Capturing online purchases.
- 38. Digital Channel #2 Display: The Branding that Creates the Intent
- 39. • Influx ofSMB display buyers due to self-serve buying platforms 24.5% • RTB and exchanges creating MAGNAGLOBAL... 24% improvements in Barclays Capital.... 21% display targeting, Morgan Stanley..... 18% % Planning to Increase Display Ad Piper Jaffray…….. 18% buying efficiencies and metrics Spending in 2011Citi……………....... 17% ZenithOptimedia.... 15% DigitalRoute………. 14% • Facebook creating • Advertisers*………… 49% Deutsche Bank…… 13% new display ad • Agencies*……………. 32% opportunities J.P. Morgan.………. 13% • B2B Marketers**…….Co.………... 13% Caris & 13% Credit Suisse…….. &8% 2011; • Hockey stick *Econsultancy SAS, growth in video **Forrester Research, 2011
- 40. Video Ad Spendingas a % of Total Display Advertising 17.5% 32.3%
- 41. …There’s now plentyof data showing how online display ads drive consumer activity Do a Search Visit Website “You don‟t build brands by Buy Online optimizing for clicks!” Buy Offline --John Battelle
- 42. Marketers are gettingbetter at both the Art and Science of display advertising: • ART – Focusing on better creative (Magnetic Content) – Better ideas, execution – including video – Providing multiple engagement options within the banner “Creative Using data 70% to to better target, • SCIENCE –is about & analytics 80% of the deploy and measure ads (Performance Measurement) effectiveness of advertising.” – Real-time bidding – Audience Gibs, VP media analytics, Nielsen --Jon targeting – Integration with other media
- 43. Creative execution counts With online video... • Tell a story • Create a laugh • Visualize a product benefit
- 44. Home sales ofblenders up Is it FUN? 700% since the video series began!
- 45. Believe in theMagic of “I do hope Geoff Magnetic Content and Performance Measurement realizes his time is up”
- 46. “Thank you” (www.Amazon.com) eMail geoff@emarketer.com Twitter @geofframsey