Marketing and technology are in lockstep, and marketing channels, methods and techniques will continue to be added and to evolve at an increasing rate. This presentation will takes you through the ins and outs of content marketing and marketing ROI.
Speaker: Scott McAndrew LaneTerralever Chief Strategy Officer
Labour Day Celebrating Workers and Their Contributions.pptx
(Content) Marketing ROI for Fun and Profit (mostly Profit)Digital summit denver lane terralever - roi
1. Digital Summit Denver
Jun / 18 / 2014
(Content) Marketing ROI for Fun and Profit (mostly Profit)
Scott McAndrew, Chief Strategy Officer
LaneTerralever.com
2. “Our goal is to provide and unparalleled level of service
in our industry. To achieve this online, we focus on three
areas: building rich content, growing our commerce
capabilities, and establishing communities of suppliers
and end users that share common interests.”
3. Michael Dell, Dell Computer
address to the Detroit Economic Club
November 1, 1999
-
“Our goal is to provide and unparalleled level of service
in our industry. To achieve this online, we focus on three
areas: building rich content, growing our commerce
capabilities, and establishing communities of suppliers
and end users that share common interests.”
4. How do you feel when you think about managing
digital marketing for your brand?
recently asked in a digital marketing survey
5. overwhelmedresources many excited
digital
important
toolsefforts
changing
overwhelming
difficult
value frustrated
ineffective managementtime
always
needlearning
know
innovative
necessary
creative
ideas
constantly
company
challenging
confusing
strategy
new
best
difficult
brandlacking
support
tactics
usefrustrated
good
right insights
cautious
statistics
strategic
digitally uphill
direct
strong
uncertain consistently
curious
make
work driven
come
process
sometimes
good just
plan
try
sales
questionable
analytics
ROI
success engage challenged
interesting
expensive
move execute marketoptions exciting
stressful
think senior
managing
important
consistent
SEO
excited
prioritycurrentdatacurve
quantify
interesting
companies
confident
awareness
staffed
adequate
revisit
optimization
relevant eye opening
digital
results
advertising
scatteredgetting
confidentbattle words
words
presence
moving
knowledge outlets
still
internal
much proven
optimistic
unclear
constantly
apprehensive
struggle
workslow
education
responseone
complex
budgets
tactical
invest
data
average
neededstrategies
low
betterfeel
attribution
low
sure
part
frustrating
16. Marketing and technology are in lockstep,
and marketing channels, methods and
techniques will continue to be added and
to evolve at an increasing rate
21. Gartner’s Hype Cycle for Technology and Marketing
Content
Marketing
Peak of Inflated
Expectations
22. Gartner’s Hype Cycle for Technology and Marketing
Content
Marketing
Peak of Inflated
Expectations
Trough of
Disillusionment
23. 34%
66%
CMO’s: Do you feel pressure from
your CEO or Board to prove the
value of marketing?
YES
NO
CMO’s: Is this pressure
increasing, decreasing, or
staying the same?
0
15
30
45
60
INCREASING
SAME
DECREASING
27. Hypothetical C-Suite Survey
How much of what you learned in college
is applicable in your current role today?
CEO
!
85%
CTO
!
75%
28. Hypothetical C-Suite Survey
How much of what you learned in college
is applicable in your current role today?
CEO
!
85%
CTO
!
75%
CFO
!
99%
29. Hypothetical C-Suite Survey
How much of what you learned in college
is applicable in your current role today?
CEO
!
85%
CTO
!
75%
CFO
!
99%
CMO
!
30%
30. The impression I get from working with brands, organizations, and
agencies—a mix of young upstarts, midcareer professionals, and top-
level executives—is that success in digital marketing is a fast-moving
target. Even as a single strategy hits the mark, a new tech development
rewrites the rules and forces even the savviest marketer to start from
scratch. Past successes no longer ensure future ones. Leaders
complain that they need to adapt faster, and they simply don’t know
how. The digital disruption has caused a knowledge gap.
Johanna Frelin
The Management Blog
Bloomberg Businessweek
-
31. Marketers Know Change is Necessary
Marketers expect their role to change quickly… and that
change is becoming the norm…
- Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
32. Marketers Know Change is Necessary
Those that embrace change don’t know how to do it.
- Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
39. 67% of Marketers don’t believe
Marketing ROI requires a
financial outcome (these are the
very Marketers that struggle to
give the correct mathematical
formula for Marketing ROI)
!
- Fournaise 2012
33%
67%
40. 63% of Marketers don’t include
any financial outcome when
reporting on and presenting
marketing results to their CEOs
& Top Management.
!
- Fournaise 2012
37%
63%
44. (Content) Marketing ROI - Challenges
1. Lack of systems / ability to analyze data / silo’d data
45. (Content) Marketing ROI - Challenges
1. Lack of systems / ability to analyze data / silo’d data
2. Lack of collaboration across business functions
46. (Content) Marketing ROI - Challenges
1. Lack of systems / ability to analyze data / silo’d data
2. Lack of collaboration across business functions
3. Competing agency partner interests
49. (Content) Marketing ROI
1. Make sure you have a proper marketing strategy first
2. Marketing leader = marketing + analytics + business mechanics
50. (Content) Marketing ROI
1. Make sure you have a proper marketing strategy first
2. Marketing leader = marketing + analytics + business mechanics
3. Be bold and bring the change to your organization
51. If you have clear business goals, and based on those
goals have a clear, measurable marketing strategy
to work from then everything else falls into place.
52. Thank You
!
For a copy of this deck please email me at scott.mcandrew@laneterralever.com
Scott McAndrew
Chief Strategy Officer
LaneTerralever
!
Scott.McAndrew@LaneTerralever.com
480.839.1080