Read Kendall Matthews review of Digital Marketing Analytics. Authors Chuck Hemann and Ken Burbary breakdown consumer data into bite-size chunks and help you create actionable processes that deliver fast results. To view more great resources, visit http://www.KendallMatthews.com

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3. “
Fundamentally, we still
want the same things that
we’ve always wanted:

4. what’s best for ourselves and

5. those we care about,

6. the need to be heard and the desire to
be part of something bigger
than ourselves so that we can make a
lasting impact on the world.”

7. If we as marketers and
communicators can grasp that
reality and ensure that we’re
thinking about the needs of
consumers in this digital age,

8. we’ll find that awareness will be
repaid by more attention, trust,
and loyalty.”

9. “The rise of social media has granted us
access to unfiltered consumer data in
real-time, or near real-time,

10. that can influence the direction and even
the creative elements of campaigns.

11. Rest assured that this is the very type
of marketing expertise that
will be highly valued in the
future.

12. The geeks shall truly inherit the
(marketing) earth.”

13. “Today’s digital media landscape is
more complex than ever before.

14. The continuous and rapid introduction of
new platforms, tools, data sources, and
media consumption devices (such as
mobile devices and tablets) have created
an environment that can make any
marketer’s head spin.

15. The challenge now lies in identifying
which unique composition of all
those choices is required to produce
the outcomes needed to achieve
your digital goals and objectives.”

17. Specific questions to ask:

18. 1) Which audience segments
are competitors reaching that
you are not?

19. 2) What keywords are
successful for your
competitors?

20. 3) What sources are
driving traffic to your
competitors’ websites?

21. “Your website exists for a reason. More
specifically, it exists for a set of specific
conversion events.”

22. Leading web analytics platforms
provide insights regarding this key
area and answer questions about
how onsite user behaviors
lead to conversions.

23. “Do not get stuck in the trap of
trying to measure everything just
because the data is available.”

24. “Cutting through the clutter and
positioning your brand, your digital
outposts, and your brand content in
the best possible way to be
discovered is more critical today than
ever before.

25. In order to successfully do
that, brands need to first
understand how they
are currently
positioned,

26. how consumers are
currently behaving in
terms of searching for
relevant content and
experiences, and

27. what competitors are
actively doing to
capture consumer
attention first.”

29. “It’s not obvious on the surface, but
creating successful, personalized user
experiences can happen only
with a keen understanding of
the audience and their needs,
expectations, and behaviors.

30. This requires pulling in digital data
from a variety of sources and
performing rock-solid analyses.

31. The end result is a clear picture about
what makes an audience tick, and it
is something that you can begin to align
against as you develop your marketing
and advertising plans.

32. We call this process
audience analysis.”

33. The term AUDIENCE itself can
be used as an acronym for
remembering this technique:

34. Analysis - Who is the audience?

35. Understanding - What is
the audience’s knowledge and
attitude toward the brand?

36. Demographics - What is the
audience’s age, gender, education,
location, and so on?

37. Interest - Why is the audience
reading, sharing, and interacting
with
your brand content?

38. Environment - Where
does the audience spend
time online?

39. Needs - What are the audience
needs associated with your brand,
product, or service?

40. Customization - What specific
needs and/ or interests should the brand
address in order to add value for the
audience?

41. Social data analysis is a big area of
focus these days. Brands are trying
to get answers to audience
questions such as these:

42. •What conversations
are taking place about
my brand?

43. •What topics and/or
themes are most
talked about?

44. •How does my audience feel
about specific brand, product, or
service attributes?

45. “For marketers, the
Good News is that it’s
never been easier to
produce and distribute
content to an audience.

46. The BAD NEWS is
that as a result, it has
never been more
difficult to get
noticed.

47. More competition puts a bigger
emphasis on making sure you
know that your content meets the
needs and expectations of the
target audience.”

48. “The riddle that marketers
need to solve involves
understanding the content
needs of the audience,

49. how the audience
consumes content,

50. and how to deliver on
that!”

51. “Often, marketers believe they
understand what consumers
want to hear from them.

52. Often, marketers are wrong.

53. The brand might want to talk
about its products, services, or
latest deals or promotions.

54. Consumers don’t necessarily have
an aversion to that content, but
they are looking for a shared
value exchange- something in it
for them.

55. They are voting either for or against
a brand with their time and
attention, and…

56. …consumers give either a direct
or implied endorsement in the
form of likes, shares, retweets,
favorites, ratings, and reviews.”

58. “Social media conversation data is
powerful and provides a window
into consumer behavior in a way
that marketers have never seen.

59. It is also a real-time source of
information that shows how a
program is performing.”

60. Receiving negative feedback from a
customer is a little more challenging.
Following these steps can help you
handle this situation:

61. 1. Acknowledge the feedback
publicly and suggest that the
conversation be taken offline.

62. 2. Note to the angry
customer that you care
about the feedback and
are constantly listening.

63. 3. Ensure resolution (as
best as possible) of the
matter quickly and
professionally.

64. 4. Customers are
aggravated by unresolved
issues, especially if a
resolution was promised.

65. 5. In whatever software
solution your company is
using, document all the
elements of the situation. You
never know when that issue
may come up again.

66. Understand what kinds of
content your competition
is producing online:

67. 1. Examine content engagement
(Facebook, Twitter, YouTube, etc.)

68. 2. Post frequency (how
often and when?)

69. 3. Paid vs. earned

70. 4. Is YOUR target
audience participating?

71. “After you have identified the
keywords people are using
online, it is important to crossreference those words against
the words you are using on all
your properties.

72. Do they match the
words you are tagging
on your website? If
not, why?

73. The goals should be to
customize your content to what
the community is looking for
and also to make it as visible as
possible.

74. Are these words the
same words you are
using in social media
posts? If not, why?

75. Again, you need to ensure
that you are giving the
right content and that it is
very visible.

76. What about on your blog?
The same idea fits.

77. Conduct an inventory of
the words you are using in
tags versus the words you
have identified that match
these issues.”

78. “Who is the customer?

79. It’s a simple question, but
it’s difficult to answer based
on the data sources and
research you use.

80. Don’t guess who
the customer is;
know!”

81. “Think about it for a
moment:

82. If you do a Google search
for your name,
what typically appears?”

83. “By this point in the book, you
have probably guessed that
we think digital media is
important.

84. We’re not the only people who
think so. According to a recent
report from Econsultancy, 68% of
companies report that they
expect increases for their digital
budgets over the next 12 months.

85. Anecdotally, we have heard
from several client-side
marketing professionals that
digital spending is going up,
while television spending is
decreasing….

86. This is not a trend that is likely to slow,
especially as brands attempt to
continue to capitalize on a new channel
that allows them to more frequently
communicate with key stakeholders
and drive new business leads.

87. What is also not going to change is
the abundance of data
available to communications
professionals.

88. In fact, the amount of
data is likely to go up
from here as social
media becomes more
mainstream.”

89. “The fact that 25% of your fans on
Facebook or followers on Twitter are
engaged with your content does not
necessarily translate into sales.”

90. Potential Tactics
• Build a Facebook brand page
• Establish a Twitter account
• Launch a YouTube channel

91. •Outreach to mainstream news outlets to
further a particular message
• Activate bloggers to grow the share of
conversation

92. “Because using mobile devices to consume
information has become so common, more
marketers are trying to…

93. understand how they can
reach consumers on the go.

94. Companies are developing
apps and new websites in
order to capture consumers
wherever they live.”

95. “One of the things that most of us who work in some sort of
marketing-related profession take for granted is the use of a
smartphone device.

96. Many assume that all those who
utilize mobile technology are
doing so from a smartphone
device.

97. But that could not be further from
the truth.

98. There are still many people using
older cellular technology, like flip
phones.”

99. “Marketers need to consider how their content is going to be
viewed, consumed, and shared on a smartphone.

100. Although some people are still
utilizing older technologies, a
smartphone growth rate of 42%
needs to be taken seriously.”

101. “Android devices are still growing more quickly than iOS devices
worldwide.

102. In fact, Android devices are
growing six times faster than iOS
devices.

103. Android devices are taking more
of the market because Android is a
more open platform for
developers, has greater device
security, and has more widespread
availability.”

104. “The bottom line is that marketers
need to consider all platforms when
building new mobile-optimized
content.”

105. “Just in the past two years, the amount of traffic Internet sites
has received from mobile devices has exploded. According to
StatCounter (see Figure 20.4), 1% of site traffic came from mobile
devices as of December 2009.

106. As of December 2012, that
number had climbed to 13%.

107. This is a staggering increase, and
the trend line is only going to go
higher as mobile device and
smartphone adoption continues
to rise.

108. In some markets, the amount of
traffic coming from mobile
devices has surpassed the amount
coming from desktops.”

109. Interesting Statistics
•Gartner predicts that by the end of 2013, more than 60% of Fortune 500 companies
will “actively engage” customers with Facebook marketing, up from 20% in the fourth
quarter of 2011.

110. •Only 25% of business-run social media
accounts are defined by meaningful customer
engagement and consistent content
distribution (Altimeter Group).

111. •In the past year, 17% of customers have used
social media to get a customer service
response (American Express 2012 Customer
Barometer).

112. • Customers who engage with companies via social media spend 20% to 40%
more money with those companies than other customers (Bain & Company).

113. • More than 20% of consumers use social
media to seek information or to find deals or
recommendations (J.D. Power and
Associates).
•

114. •One survey found that 60% of customers feel
companies have generally improved their
response times over social media channels
(American Express 2012 Customer
Barometer).

115. “Content is the lifeblood of any marketing program,
digital or otherwise.

116. If your content is not
appropriately tailored for the
audience you are trying to
reach, the program will fail.

117. It really is that simple.”

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