Online Demand Generation - Spur Interactive 2009

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Online demand generation strategies, metrics and best practices. How to use online media to generate demand for your brand.

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  • Thanks for the feedback! For more on this see my Blog post Online Demand Generation at http://bit.ly/j5xtf.

    If you are interested in learning more about Social Media, here are some other presentations and a resource kit for you should find useful:
    Social Media Strategy: http://bit.ly/7AS1zT
    Business Case for Social Media: http://bit.ly/lEB4b
    New Media Toolkit http://bit.ly/3hQh3Z

    If you’d like a copy of any of these please contact me via:
    Twitter http://twitter.com/stevelatham
    Facebook: http://facebook.com/slatham

    Good luck!
    - Steve
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  • I read jdojc's lament that most crm tools only credit a single action (usually the most recent) as the source of a lead, even though that lead may have interacted multiple times with your brand before entering the pipeline.

    Agreed! Knowing the full scope of a lead's 'digital footprints' is valuable for tuning your activity and focusing on what works.

    Have you looked at clickstream metrics tools like Eloqua? There are several such solutions in that space.

    Best,

    Ed
    781-492-7638
    http://www.linkedin.com/in/edalexander
    http://www.curasoftware.com
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  • It's too bad that most analytics platforms will only give credit to an action by one source of traffic even if the same person may have visited twice. It doesn't seem like it would be a hard thing to implement (Google has multi-click conversion now on AdWords). Is anyone working on it?
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  • Excellent presentation. I share your view about considering demand gen tools as part of media mix. From an advertising agency perspective it is very valuable insight because it helps the transfer of media planning skills to the new way clients see role of advertising,marketing and communications.
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  • Comments are welcome!!!

    If you like this, there's more for your reading pleasure at my blog http://blog.spurinteractive.com.

    You can also follow me on Twitter http://twitter.com/stevelatham
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Online Demand Generation - Spur Interactive 2009

  1. 1. Demand Generation: Strategy and Metrics Steve Latham May 2009
  2. 2. Agenda   What is #^*#! is Demand Generation?   Components of a demand gen program   The Roles of Online Media   Engagement paths   Planning   Execution   Measuring results   Calculating ROI   Top 10 worst / best practices 2
  3. 3. Demand Generation Overview My definition has two parts:   Creating awareness and demand for your brand   Direct Response requires brand awareness   Capitalizing on brand to produce sales It is NOT:   Tactical / quick fix   Silver bullet Comprehensive program entails:   Media (paid and earned)   Defined user paths and actions   Robust measurement   Ongoing optimization 3
  4. 4. How Most View Online Media Mix* Search Display E-Mail Co-Reg Social Paid + Rich, Flash, House & 3rd Branded / Networks, Blogs, Natural Video, .Gif Ads Party email Unbranded Photos, Videos Leads Prospects Sales $$$ *Was not room to include Affiliate, Comparison Shopping Engines, Contextual Text Ads, etc. 4
  5. 5. How We Should View Online Media Awareness Interest 
 (Consideration / Preference) Decision $$$ 5
  6. 6. Roles of Online Media Search Display E-Mail Co-Reg Social CPC CPM/CPC/CPA CPM/CPA CPA ??? Stage Search Display Email Co-Reg Social Awareness Broad Targeted 3rd party Targeted Mentions terms ads sends offers Interest Narrow Retargeted 3rd party ___ Recʼs terms ads sends Decision Branded Retargeted Targeted ___ Reviews terms ads offers *Was not room to include Affiliate, Comparison Shopping Engines, Contextual Text Ads, etc. 6
  7. 7. Engagement Paths (2 examples) Impression Impression Impression Impression Paid Click Natural Click Visit / Action Display Display E-Mail Display Search Search Direct Nav Vendor #1 Vendor #2 3rd party Vendor #3 “Lap Band” “ABC Houston” Day: 0 30 60 Paid Click Paid Click Impression Impression Paid Click / Action Search “Weight loss Search Display E-Mail Search surgery” “Lap Band” Retargeted 3rd party “ABC Houston” 7
  8. 8. Planning Develop Media Plan   Define roles / budget Define Metrics   Segment by stage Define Offers and Actions   For each audience   At each stage Define + Segment Audiences   Demographic segments Get buy-in   Purchase cycle / stages from your   Their needs at each stage team 8
  9. 9. Execution Ongoing Optimization   Paid media   Landing pages Reporting / Analysis   Media-specific   Holistic Active Monitoring   Impressions   Clicks / Visits   Actions / Engagement Buy / Traffic / Test   Ads Lather,   Web pages Rinse,   Tracking Repeat 9
  10. 10. So… how do you know if itʼs working? What do we measure? What does it mean? 10
  11. 11. Measure that which Indicates Value Basic Metrics Engagement metrics   Impressions   % Returning   Clicks   Frequency of visit   Visits   Pages viewed per visit   Page views   Time on site   Registrations   Transactions Web 2.0 Metrics   Posts / Participation   Viewing Videos or Photos   Uploading content   Sharing / Posting 11
  12. 12. Look Beyond the Last Click   Decision cycles are not linear   Users often require many touches before taking action   Credit is often attributed to the last click   Design flaw of most analytics platforms Case Studies: • FedEx Kinkoʼs: 20% of “search” leads had display cookies •  After adjusting, reduced display CPL by 50% • Regional health care provider: 50% of leads required 5.5 touches before taking action • Beauty product: average purchase took place after 3rd visit   Takeaway: understand which touch points drive action   engagement mapping, clickpath analysis, i-mapping 12
  13. 13. Donʼt Forget the Wingman  While SEM usually gets the credit for scoring… …there is usually an assist   Display ads   General search terms   Television   Attribute credit where it is due …to the Wingman!   Display should be viewed as a supporting medium   Creates awareness and demand for your brand   Drives better ROI from search 13
  14. 14. Take a Holistic View Some results are directly traceable… but many are not!   Due to cookie deletion and multiple machines Case Studies: •  B2C retailer: 30% increase in home page traffic when display campaign launched (beyond paid clicks) •  Bank: 4 “home page” actions for every traceable 1 action   Create a baseline 
 for comparison   Be mindful of the
 seasonal impact   Agree upfront how to 
 attribute credit 14
  15. 15. A New Way To Index Performance 12
Month
Google
Search
Index:
WIDGET
 3
 Understand the Context of your 2.5
 environment – use Google Trends 2
 as a proxy for Demand. 1.5
 1
 
1.40

 0.5
 
1.20

 0
 
1.00

 
0.80

 
0.60

 Show your RELATIVE performance by indexing your 
0.40

 quot;Google
Trends
‐
30
Day
Indexquot;
 results vs. Google Trends quot;Online
Leads
‐
30
Day
Indexquot;
 
0.20

 
‐



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  16. 16. Communicate in a Way that Works Daily and Cumulative LeadsCommunicate Information, not data Executives LOVE Campaign Summary Dashboards! # Leads by Outlet Cost per Lead by Outlet 16
  17. 17. ROI 101 (warmup slide) Campaign assumptions: Investment $10,000 Impressions ($5 cpm) 2,000,000 Visits (direct and indirect) 10,000 Registration (lead) rate 3% Lead Close rate 10% Revenue per customer $2,500 Expected Results: Another way to view it: • 300 leads • Value per visit: $7.50 • 30 customers • Cost per visit: $1.00 • $75k in revenue • $7.50 ROAS* *Direct ROI captures only part of the value. Brand value of 2mm impressions plus 9,700 visits that did not register is of equal if not greater value. 17
  18. 18. How Do We Value Engagement? Determine how Actions  Intent (retailer example) Action Value Visits Indicates awareness Registrations Indicates consideration Store lookups Indicates preference Coupon Downloads Indicates action Tell A Friend Indicates loyalty Forecast how Intent  $$$  Some % of those who show Intent will buy  Do the math and apply across each set of actions  Use common sense to normalize results 18
  19. 19. ROI Methodology Project Value Normalize Divide by Define Assign Close for each (average) Cost or Metrics Rates action Values investment Such as: Forecast: Project: Strengthen by: Net it out: •  Visits •  What % will •  Revenue, •  Eliminate •  Return on purchase? Margin, NPV outliers Spend •  Registrants •  Based on •  Based on action •  Separate by •  Return on •  Friend invites actions audience Investment •  Based on •  Customers •  Based on audience •  Prospects •  Based on •  Coupon D/Ls audiences •  Customers audience •  Customers •  Prospects •  Customers •  Store lookups •  Prospects •  Prospects 19
  20. 20. Online / Offline Purchase Funnel / ROI Awareness 
 (Visits) Consideration 
 (Product Page Views) Preference 
 (Add to Cart) Action (Purchase) 20
  21. 21. Offline Purchase Funnel / ROI Awareness 
 (Visits) Consideration
 (Product views, 
 long visit, etc.) Preference
 (Register) 21
  22. 22. Top 10 Worst and Best Practices Worst Practices Best Practices Make big bets before testing Test, test, test… then invest One-off tests Strategic planning Overly-Ambitious Expectations Under-promise, Over-deliver Measuring each buy based on Attributing credit for assists, not directly attributable results just scores Silo-based approach to assessing Holistic view: understand role of performance each media channel. In-house call center (phone leads) Outsource call center operations Expecting perpetual success Understanding diminishing returns Chasing shiny new objects Business case before investing Insourcing specialized roles Hire experts Hording information Sharing information with agency 22
  23. 23. In Closing… When managed properly, nothing beats Online for demand generation Success requires…   Strategic approach to planning   Creativity   Common sense   Willingness to fail (as long as you learn!) Letʼs stay in touch!   Check out our blog http://blog.spurinteractive.com   Follow me on Twitter www.twitter.com/stevelatham   Find me on Facebook and LinkedIn. 23
  24. 24. About the Presenter Steve Latham is the founder and CEO of Spur Interactive, a strategic interactive marketing agency. In this role, Steve has planned and managed successful campaigns for leading brands, including ConocoPhillips, FedEx Kinko's, Southwest Airlines and The Scooter Store, to name a few. Steve is an accomplished industry lecturer and an active member of the business and non-profit community. Steveʼs articles on interactive strategies have been published by MediaPost, iMedia Connection and Marketing News. He has been quoted in PR Week, Fortune and CNN.com. Steve received an MBA from Harvard Business School and a BBA from the University of Oklahoma. You can find Steve on Facebook and on Twitter (stevelatham) 24

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