SlideShare a Scribd company logo
Chief Digital Officer
For the next generation of digital leaders
Solving the Multi-Channel
Marketing Challenge
Presented by Tim Bourgeois
Founder | ChiefDigitalOfficer.net
tbourgeois@chiefdigitalofficer.net
617-314-6400
May 27, 2015
www.chiefdigitalofficer.net
About Me
ChiefDigitalOfficer.net and East Coast Catalyst
2
www.chiefdigitalofficer.net
About Me
Client Experience
3
www.chiefdigitalofficer.net
Solving the Multi-Channel Marketing Challenge
www.chiefdigitalofficer.net
Background
Why is ‘multi-channel marketing’ a hot topic?
• Evolving media consumption
habits. Since the launch of the
iPhone in 2006, the landscape has
changed dramatically.
• Media fragmentation necessitating
new marketing strategies. More
than 50% of emails read today on
mobile devices. Thousands of new
technologies available to help
marketers adapt.
5
www.chiefdigitalofficer.net
Background
Dramatic evolution of media consumption habits
• Online media consumption now
the media market share leader.
46% versus 27% for television.
• Social network surge. Compared to
insignificant usage in 2010, social
network usage on mobile devices
totaled almost 5% last year.
• Media proliferation across-the-
board. Increased number of outlets
for video, radio, podcasts, blogging,
long form publishing, etc.
6
www.chiefdigitalofficer.net
Background
The social media landscape is dizzying
7
www.chiefdigitalofficer.net
Background
The burgeoning marketing tech category, too
8
www.chiefdigitalofficer.net
Background
Big dollars & projections
9
Source: Scott Brinker, ChiefMarTec.com
www.chiefdigitalofficer.net
Breaking Down The Challenge
www.chiefdigitalofficer.net
Management Strategies
The more things change…
12
Source: Adobe
The marketing
process hasn’t
changed as much
as the tools
involved in the
process have.
www.chiefdigitalofficer.net
Management Strategies
Our B2B digital marketing philosophy
13
Shoppers
Targets
Influencers, Suspects, Partners
Tactics
• PPC
• SEO
• Banners
Tactics
• Events
• Newsletters
• Webinars
• LinkedIn
• DM
• Telemarketing
Tactics
• Sponsorships
• Content
marketing
• Social media
System-Wide Marketing Support
 Website
 PR
 White Papers
 Video
Source: East Coast Catalyst
www.chiefdigitalofficer.net
Management Strategies
Making sense of the chaos
Closer examination of B2B
trends reveals a
concentration of activity.
14
Who uses what to amplify content
(among B2B marketers)
www.chiefdigitalofficer.net
Navigating Successfully
www.chiefdigitalofficer.net
Management Strategies
Knowing what to expect – in practical terms
The new marketing reality is
comparable to my weekend mailbox
project.
 It’s always more complicated than it
seems
 Martech marketing activities warp
end-user expectations
 Too many choices; not much
differentiation
 The cost of doing something either
once or for the first time is high
 Assumptions don’t always hold up
16
www.chiefdigitalofficer.net
Management Strategies
Audit
17
CATEGORY AREA OF FOCUS
Strategy Alignment with Corporate Sales, Marketing & Operational Objectives
Strategy Competitive Benchmarking: Digital Footprint & Reach
Strategy Competitive Benchmarking: Competitor Ad Spending & Budgets
Infrastructure Hosting: Setup & Configuration
Infrastructure Hosting: Performance & Scability
Applications Content Management System (CMS)
Applications Baseline Functionality (Forms, Personalization)
Applications Database / Data Warehouse
Applications Ecommerce
Applications CRM / Marketing Technology & Automation
Applications Custom Applications / Intranet / Extranet
Applications Community
Applications Mobile Apps / Mobility
Creative/Design User Experience
Creative/Design Branding / Identity
Creative/Design Website Assets (Imagery, Content, Widgets)
Creative/Design Rich Media / Video
Promotion Social Media
Promotion Search Engine Optimization / Organic Search
Promotion Pay-Per-Click (PPC) Search Marketing / Paid Search
Promotion Email Marketing
Promotion Content Marketing
Promotion Mobile Marketing
Promotion Display Advertising
Promotion Online PR
Analytics Tool(s) Setup & Configuration
Analytics Conversion / Goal Tracking
Analytics Reporting: Business Process
Talent / Skills Staff Capability Assessment
Vendors Vendor Mix, Contracts & Performance Assessment
Source: East Coast Catalyst & ChiefDigitalOfficer.net
THE DIGITAL STRATEGY AUDIT CHECKLIST
Identify existing assets, strengths,
weaknesses, opportunities, threats.
 Most digital marketing operations
are leaky, but have myriad assets
 Departmental overhauls are
politically expedient, but rarely
efficient
www.chiefdigitalofficer.net
Management Strategies
Sector leadership comments
“The problem isn’t that all these [marketing
technology] tools aren’t great. And it’s not necessarily
pricing, since the cost of most of these tools is very
reasonable. The problem is more basic: there just
aren’t enough people on our team to use them.”
Todd Unger, Chief Digital Officer
Daily Racing Form
18
www.chiefdigitalofficer.net
Management Strategies
Beware of the ‘shiny new object’ syndrome
19
www.chiefdigitalofficer.net
Management Strategies
Find unicorns & full stack marketers
The new breed of marketer combines
“left brain” and “right brain” skills.
 “The full-stack employee has a
powerful combination of skills that
make them incredibly valuable.”
 Can navigate marketing and
technology with ease
 Embraces new techniques and
understands how to learn how to use
them
 Doesn’t get easily flummoxed or
overwhelmed
20
Talent addresses myriad challenges; this is not unique to
marketing technology
www.chiefdigitalofficer.net
Management Strategies
Navigating multi-channel & martech successfully
Do’s
• Employ a needs-based approach
• Prepare for stumbles
• Audit the state of your operation &
repurpose/repurpose/repurpose
• Make multi-channel part of
someone’s job description
• Pick your battles thoughtfully
• Pursue hidden gems
• Hold on to proven *analog*
techniques such as newsletters
and direct mail
Don’t’s
• Commit to a formal strategy until
you’ve done testing
• Overspend on technology
• Ignore Google+
• Overlook 2nd and 3rd order ROI
metrics
• Employ a scattershot approach;
focus on a manageable number of
channels
21
www.chiefdigitalofficer.net
Q & A
www.chiefdigitalofficer.net
Resources
References & Further Reading
• Multichannel Content Marketing Is Your Next Challenge: Here’s How to Overcome It (Tim
Bourgeois, ChiefDigitalOfficer.net)
• Similarities and differences of marketing technologists (Scott Brinker, ChiefMarTec.com)
• 5 Drivers that will shape the future of your MarTech strategy (Gerry Murray, IDC)
• The Rise Of The Unicorns -- Why Marketing Technologists Will Rule Modern Marketing (John
Ellett, Forbes)
• The full-stack employee (Chris Messina, Medium)
• 20 Most Important Stats from the 2015 B2B Content Marketing Report (SocialMediaB2B.com,
Marketing Profs, Content Marketing Institute)
• The Center for Marketing Technology at Bentley University (Ian Cross)
23
www.chiefdigitalofficer.net
Contact Information
Tim Bourgeois
General Manager
ChiefDigitalOfficer.net
tbourgeois@chiefdigitalofficer.net
617.670.0395 (office)
Mailing Address
300 Summer Street, Boston, MA 02210
Online
www.chiefdigitalofficer.net
@ChiefDigOfficer
24

More Related Content

What's hot

Initial Draft Proposal
Initial Draft ProposalInitial Draft Proposal
Initial Draft Proposal
Nurhazman Abdul Aziz
 
Marketing Technology Organizational Models
Marketing Technology Organizational ModelsMarketing Technology Organizational Models
Marketing Technology Organizational Models
Innovation Enterprise
 
Adweek 2019 Data-Driven Marketing at the Crossroads
Adweek 2019 Data-Driven Marketing at the CrossroadsAdweek 2019 Data-Driven Marketing at the Crossroads
Adweek 2019 Data-Driven Marketing at the Crossroads
Mark Osborne
 
Content-Driven Commerce and its Impact on Digital Transformation
Content-Driven Commerce and its Impact on Digital TransformationContent-Driven Commerce and its Impact on Digital Transformation
Content-Driven Commerce and its Impact on Digital Transformation
Perficient, Inc.
 
Presentation THOP 2013
Presentation THOP 2013 Presentation THOP 2013
Presentation THOP 2013
Present Media
 
The Asset Management Digital Marketing Survey 2018
The Asset Management Digital Marketing Survey 2018The Asset Management Digital Marketing Survey 2018
The Asset Management Digital Marketing Survey 2018
Kurtosys Systems
 
Core Service Offerings
Core Service OfferingsCore Service Offerings
Core Service Offerings
vikastar
 
Delivering digital marketing on the cloud cloud expo 2013, javits center, n...
Delivering digital marketing on the cloud   cloud expo 2013, javits center, n...Delivering digital marketing on the cloud   cloud expo 2013, javits center, n...
Delivering digital marketing on the cloud cloud expo 2013, javits center, n...
Ajit Sagar
 
E business strategy
E business strategyE business strategy
E business strategy
dhasan77
 
Digital Customer Experience Imperative
Digital Customer Experience ImperativeDigital Customer Experience Imperative
Digital Customer Experience Imperative
edynamic
 
It industry
It industryIt industry
It industry
EchoZeng5
 
Lead Generation and demand creation in europe - sirius-decisions
Lead Generation and demand creation in europe - sirius-decisionsLead Generation and demand creation in europe - sirius-decisions
Lead Generation and demand creation in europe - sirius-decisions
Hervé Gonay
 
How to Automate Clinical, Safety, and Business Processes with Innovative Tech...
How to Automate Clinical, Safety, and Business Processes with Innovative Tech...How to Automate Clinical, Safety, and Business Processes with Innovative Tech...
How to Automate Clinical, Safety, and Business Processes with Innovative Tech...
Perficient, Inc.
 
Suresh chandra ebusiness
Suresh chandra ebusinessSuresh chandra ebusiness
Suresh chandra ebusiness
Suresh Chandra
 
Chapter vii (a) internet era
Chapter vii (a) internet eraChapter vii (a) internet era
Chapter vii (a) internet era
Suzana Vaidya
 
How Competitive and Market Intelligence will Shape Business Strategy in the N...
How Competitive and Market Intelligence will Shape Business Strategy in the N...How Competitive and Market Intelligence will Shape Business Strategy in the N...
How Competitive and Market Intelligence will Shape Business Strategy in the N...
IntelCollab.com
 
Digital Transformation in Asset Management
Digital Transformation in Asset ManagementDigital Transformation in Asset Management
Digital Transformation in Asset Management
Kurtosys Systems
 
Software Pricing
Software PricingSoftware Pricing
Software Pricing
Vishal Sharma
 
Big Data & Technology at Billabong
Big Data & Technology at BillabongBig Data & Technology at Billabong
Big Data & Technology at Billabong
Mark Lacey
 
Crmtalk12
Crmtalk12Crmtalk12
Crmtalk12
Dawn Yankeelov
 

What's hot (20)

Initial Draft Proposal
Initial Draft ProposalInitial Draft Proposal
Initial Draft Proposal
 
Marketing Technology Organizational Models
Marketing Technology Organizational ModelsMarketing Technology Organizational Models
Marketing Technology Organizational Models
 
Adweek 2019 Data-Driven Marketing at the Crossroads
Adweek 2019 Data-Driven Marketing at the CrossroadsAdweek 2019 Data-Driven Marketing at the Crossroads
Adweek 2019 Data-Driven Marketing at the Crossroads
 
Content-Driven Commerce and its Impact on Digital Transformation
Content-Driven Commerce and its Impact on Digital TransformationContent-Driven Commerce and its Impact on Digital Transformation
Content-Driven Commerce and its Impact on Digital Transformation
 
Presentation THOP 2013
Presentation THOP 2013 Presentation THOP 2013
Presentation THOP 2013
 
The Asset Management Digital Marketing Survey 2018
The Asset Management Digital Marketing Survey 2018The Asset Management Digital Marketing Survey 2018
The Asset Management Digital Marketing Survey 2018
 
Core Service Offerings
Core Service OfferingsCore Service Offerings
Core Service Offerings
 
Delivering digital marketing on the cloud cloud expo 2013, javits center, n...
Delivering digital marketing on the cloud   cloud expo 2013, javits center, n...Delivering digital marketing on the cloud   cloud expo 2013, javits center, n...
Delivering digital marketing on the cloud cloud expo 2013, javits center, n...
 
E business strategy
E business strategyE business strategy
E business strategy
 
Digital Customer Experience Imperative
Digital Customer Experience ImperativeDigital Customer Experience Imperative
Digital Customer Experience Imperative
 
It industry
It industryIt industry
It industry
 
Lead Generation and demand creation in europe - sirius-decisions
Lead Generation and demand creation in europe - sirius-decisionsLead Generation and demand creation in europe - sirius-decisions
Lead Generation and demand creation in europe - sirius-decisions
 
How to Automate Clinical, Safety, and Business Processes with Innovative Tech...
How to Automate Clinical, Safety, and Business Processes with Innovative Tech...How to Automate Clinical, Safety, and Business Processes with Innovative Tech...
How to Automate Clinical, Safety, and Business Processes with Innovative Tech...
 
Suresh chandra ebusiness
Suresh chandra ebusinessSuresh chandra ebusiness
Suresh chandra ebusiness
 
Chapter vii (a) internet era
Chapter vii (a) internet eraChapter vii (a) internet era
Chapter vii (a) internet era
 
How Competitive and Market Intelligence will Shape Business Strategy in the N...
How Competitive and Market Intelligence will Shape Business Strategy in the N...How Competitive and Market Intelligence will Shape Business Strategy in the N...
How Competitive and Market Intelligence will Shape Business Strategy in the N...
 
Digital Transformation in Asset Management
Digital Transformation in Asset ManagementDigital Transformation in Asset Management
Digital Transformation in Asset Management
 
Software Pricing
Software PricingSoftware Pricing
Software Pricing
 
Big Data & Technology at Billabong
Big Data & Technology at BillabongBig Data & Technology at Billabong
Big Data & Technology at Billabong
 
Crmtalk12
Crmtalk12Crmtalk12
Crmtalk12
 

Viewers also liked

Search Marketing Starter Solution from East Coast Catalyst
Search Marketing Starter Solution from East Coast CatalystSearch Marketing Starter Solution from East Coast Catalyst
Search Marketing Starter Solution from East Coast Catalyst
Tim Bourgeois
 
Auditing Digital Marketing Operations: Promotion
Auditing Digital Marketing Operations: PromotionAuditing Digital Marketing Operations: Promotion
Auditing Digital Marketing Operations: Promotion
Tim Bourgeois
 
About East Coast Catalyst (Prepared by Tim Bourgeois)
About East Coast Catalyst (Prepared by Tim Bourgeois)About East Coast Catalyst (Prepared by Tim Bourgeois)
About East Coast Catalyst (Prepared by Tim Bourgeois)
Tim Bourgeois
 
Web Marketing & Strategy Audit: What, Why & How?
Web Marketing & Strategy Audit: What, Why & How? Web Marketing & Strategy Audit: What, Why & How?
Web Marketing & Strategy Audit: What, Why & How?
Tim Bourgeois
 
Marketing Audit Checklist (Digital)
Marketing Audit Checklist (Digital)Marketing Audit Checklist (Digital)
Marketing Audit Checklist (Digital)
Tim Bourgeois
 
An Anatomy of a Digital Audit (Digital Marketing Audit)
An Anatomy of a Digital Audit (Digital Marketing Audit)An Anatomy of a Digital Audit (Digital Marketing Audit)
An Anatomy of a Digital Audit (Digital Marketing Audit)
Tim Bourgeois
 
Website Audit Checklist
Website Audit ChecklistWebsite Audit Checklist
Website Audit Checklist
Tim Bourgeois
 

Viewers also liked (7)

Search Marketing Starter Solution from East Coast Catalyst
Search Marketing Starter Solution from East Coast CatalystSearch Marketing Starter Solution from East Coast Catalyst
Search Marketing Starter Solution from East Coast Catalyst
 
Auditing Digital Marketing Operations: Promotion
Auditing Digital Marketing Operations: PromotionAuditing Digital Marketing Operations: Promotion
Auditing Digital Marketing Operations: Promotion
 
About East Coast Catalyst (Prepared by Tim Bourgeois)
About East Coast Catalyst (Prepared by Tim Bourgeois)About East Coast Catalyst (Prepared by Tim Bourgeois)
About East Coast Catalyst (Prepared by Tim Bourgeois)
 
Web Marketing & Strategy Audit: What, Why & How?
Web Marketing & Strategy Audit: What, Why & How? Web Marketing & Strategy Audit: What, Why & How?
Web Marketing & Strategy Audit: What, Why & How?
 
Marketing Audit Checklist (Digital)
Marketing Audit Checklist (Digital)Marketing Audit Checklist (Digital)
Marketing Audit Checklist (Digital)
 
An Anatomy of a Digital Audit (Digital Marketing Audit)
An Anatomy of a Digital Audit (Digital Marketing Audit)An Anatomy of a Digital Audit (Digital Marketing Audit)
An Anatomy of a Digital Audit (Digital Marketing Audit)
 
Website Audit Checklist
Website Audit ChecklistWebsite Audit Checklist
Website Audit Checklist
 

Similar to Multi-Channel & Marketing Technology Strategy Recommendations (May 2015)

SEMRUSH FREE CERTIFICATE
SEMRUSH FREE CERTIFICATESEMRUSH FREE CERTIFICATE
SEMRUSH FREE CERTIFICATE
ABHISHEKBTRACK
 
Digital Marketing Audit Template (2016)
Digital Marketing Audit Template (2016)Digital Marketing Audit Template (2016)
Digital Marketing Audit Template (2016)
Tim Bourgeois
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
LinkedIn
 
Digital marketing for export growth
Digital marketing for export growthDigital marketing for export growth
Digital marketing for export growth
Solving Efeso
 
Internet marketing
Internet marketingInternet marketing
Internet marketing
Prakash Gajera
 
Omnichannel Strategies 2015
Omnichannel Strategies 2015Omnichannel Strategies 2015
Omnichannel Strategies 2015
Chandrakumar Natarajan
 
The new role of the marketer
The new role of the marketerThe new role of the marketer
The new role of the marketer
Avtex
 
Manhattan Digital Tech
Manhattan Digital TechManhattan Digital Tech
Manhattan Digital Tech
Dipanjan Purkayastha
 
Technology IS the Big Idea
Technology IS the Big IdeaTechnology IS the Big Idea
Technology IS the Big Idea
R2integrated
 
Transform Business With Online Marketing
Transform Business With Online MarketingTransform Business With Online Marketing
Transform Business With Online Marketing
United Interactive™
 
Modern Services Marketing Session at TSIA/TSW 2017 San Diego
Modern Services Marketing Session at TSIA/TSW 2017 San DiegoModern Services Marketing Session at TSIA/TSW 2017 San Diego
Modern Services Marketing Session at TSIA/TSW 2017 San Diego
Fred Isbell
 
Digital marketing planning #DMELeeds
Digital marketing planning #DMELeedsDigital marketing planning #DMELeeds
Digital marketing planning #DMELeeds
Andy Lima
 
Digital marketing program note 2020
Digital marketing program note 2020Digital marketing program note 2020
Digital marketing program note 2020
Sumit Kumar Diwan
 
Smart Funnel Campaigns
Smart Funnel CampaignsSmart Funnel Campaigns
Smart Funnel Campaigns
Conrad Sanford
 
Digital Transformation and the Marketing Professional
Digital Transformation and the Marketing ProfessionalDigital Transformation and the Marketing Professional
Digital Transformation and the Marketing Professional
Matthew W. Bowers
 
A study on marketing strategies in mba infosoft pvt. ltd
A study on marketing strategies in mba infosoft pvt. ltdA study on marketing strategies in mba infosoft pvt. ltd
A study on marketing strategies in mba infosoft pvt. ltd
Prateek Gahlot
 
Stepping Up to the Challenges of Digital Marketing
Stepping Up to the Challenges of Digital MarketingStepping Up to the Challenges of Digital Marketing
Stepping Up to the Challenges of Digital Marketing
Cognizant
 
Working with it, A Marketers Guide
Working with it, A Marketers GuideWorking with it, A Marketers Guide
Working with it, A Marketers Guide
Richard Meyer
 
Enterprise Web sites – Connecting with the New Channels
Enterprise Web sites – Connecting with the New ChannelsEnterprise Web sites – Connecting with the New Channels
Enterprise Web sites – Connecting with the New Channels
Thomas Robbins
 
What does a digital strategy entail?- Learn Tranformation
What does a digital strategy entail?- Learn TranformationWhat does a digital strategy entail?- Learn Tranformation
What does a digital strategy entail?- Learn Tranformation
learntransformation0
 

Similar to Multi-Channel & Marketing Technology Strategy Recommendations (May 2015) (20)

SEMRUSH FREE CERTIFICATE
SEMRUSH FREE CERTIFICATESEMRUSH FREE CERTIFICATE
SEMRUSH FREE CERTIFICATE
 
Digital Marketing Audit Template (2016)
Digital Marketing Audit Template (2016)Digital Marketing Audit Template (2016)
Digital Marketing Audit Template (2016)
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
 
Digital marketing for export growth
Digital marketing for export growthDigital marketing for export growth
Digital marketing for export growth
 
Internet marketing
Internet marketingInternet marketing
Internet marketing
 
Omnichannel Strategies 2015
Omnichannel Strategies 2015Omnichannel Strategies 2015
Omnichannel Strategies 2015
 
The new role of the marketer
The new role of the marketerThe new role of the marketer
The new role of the marketer
 
Manhattan Digital Tech
Manhattan Digital TechManhattan Digital Tech
Manhattan Digital Tech
 
Technology IS the Big Idea
Technology IS the Big IdeaTechnology IS the Big Idea
Technology IS the Big Idea
 
Transform Business With Online Marketing
Transform Business With Online MarketingTransform Business With Online Marketing
Transform Business With Online Marketing
 
Modern Services Marketing Session at TSIA/TSW 2017 San Diego
Modern Services Marketing Session at TSIA/TSW 2017 San DiegoModern Services Marketing Session at TSIA/TSW 2017 San Diego
Modern Services Marketing Session at TSIA/TSW 2017 San Diego
 
Digital marketing planning #DMELeeds
Digital marketing planning #DMELeedsDigital marketing planning #DMELeeds
Digital marketing planning #DMELeeds
 
Digital marketing program note 2020
Digital marketing program note 2020Digital marketing program note 2020
Digital marketing program note 2020
 
Smart Funnel Campaigns
Smart Funnel CampaignsSmart Funnel Campaigns
Smart Funnel Campaigns
 
Digital Transformation and the Marketing Professional
Digital Transformation and the Marketing ProfessionalDigital Transformation and the Marketing Professional
Digital Transformation and the Marketing Professional
 
A study on marketing strategies in mba infosoft pvt. ltd
A study on marketing strategies in mba infosoft pvt. ltdA study on marketing strategies in mba infosoft pvt. ltd
A study on marketing strategies in mba infosoft pvt. ltd
 
Stepping Up to the Challenges of Digital Marketing
Stepping Up to the Challenges of Digital MarketingStepping Up to the Challenges of Digital Marketing
Stepping Up to the Challenges of Digital Marketing
 
Working with it, A Marketers Guide
Working with it, A Marketers GuideWorking with it, A Marketers Guide
Working with it, A Marketers Guide
 
Enterprise Web sites – Connecting with the New Channels
Enterprise Web sites – Connecting with the New ChannelsEnterprise Web sites – Connecting with the New Channels
Enterprise Web sites – Connecting with the New Channels
 
What does a digital strategy entail?- Learn Tranformation
What does a digital strategy entail?- Learn TranformationWhat does a digital strategy entail?- Learn Tranformation
What does a digital strategy entail?- Learn Tranformation
 

Recently uploaded

一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
dqvc9xf1
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
Bertie Birchfield
 
Digital Marketing Services Agency in USA
Digital Marketing Services Agency in USADigital Marketing Services Agency in USA
Digital Marketing Services Agency in USA
akramulislamtarek007
 
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
1Solutions Pvt. Ltd.
 
Advanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for MarketersAdvanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for Marketers
Ed Shimp
 
Learn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginnerLearn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginner
MichaelGiles34
 
DTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist AssignmentDTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist Assignment
Amal Agung Cahyadi
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
5ys5mvlp
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
rawlensproductionsco
 
SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
gokceyesilbas
 
Compitive analysis on Noise pvt Ltd.pptx
Compitive analysis on Noise pvt Ltd.pptxCompitive analysis on Noise pvt Ltd.pptx
Compitive analysis on Noise pvt Ltd.pptx
SauravDey45
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Search Engine Journal
 
AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024
Amanda Farrell
 
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
5ys5mvlp
 
2024 case study-SHEIN Analysis-Final.pdf
2024 case study-SHEIN Analysis-Final.pdf2024 case study-SHEIN Analysis-Final.pdf
2024 case study-SHEIN Analysis-Final.pdf
Sun.Lee
 
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
10h6bbc4
 
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa
 
What is Digital Marketing: A Comprehensive Guide
What is Digital Marketing: A Comprehensive GuideWhat is Digital Marketing: A Comprehensive Guide
What is Digital Marketing: A Comprehensive Guide
V-tech Marketing
 
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
Giorgio Chiesa
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
Omnama Fashions
 

Recently uploaded (20)

一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
 
Digital Marketing Services Agency in USA
Digital Marketing Services Agency in USADigital Marketing Services Agency in USA
Digital Marketing Services Agency in USA
 
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
 
Advanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for MarketersAdvanced Storytelling Concepts for Marketers
Advanced Storytelling Concepts for Marketers
 
Learn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginnerLearn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginner
 
DTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist AssignmentDTA Promotion - Marketing Specialist Assignment
DTA Promotion - Marketing Specialist Assignment
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
 
Lyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin AguirreLyrics Video Document for artist Kevin Aguirre
Lyrics Video Document for artist Kevin Aguirre
 
SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
 
Compitive analysis on Noise pvt Ltd.pptx
Compitive analysis on Noise pvt Ltd.pptxCompitive analysis on Noise pvt Ltd.pptx
Compitive analysis on Noise pvt Ltd.pptx
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
 
AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024
 
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
 
2024 case study-SHEIN Analysis-Final.pdf
2024 case study-SHEIN Analysis-Final.pdf2024 case study-SHEIN Analysis-Final.pdf
2024 case study-SHEIN Analysis-Final.pdf
 
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
一比一原版澳洲纽卡斯尔大学毕业证(UoN学位证)如何办理
 
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
 
What is Digital Marketing: A Comprehensive Guide
What is Digital Marketing: A Comprehensive GuideWhat is Digital Marketing: A Comprehensive Guide
What is Digital Marketing: A Comprehensive Guide
 
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
 
Embark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptxEmbark on style journeys Indian clothing store denver guide.pptx
Embark on style journeys Indian clothing store denver guide.pptx
 

Multi-Channel & Marketing Technology Strategy Recommendations (May 2015)

  • 1. Chief Digital Officer For the next generation of digital leaders Solving the Multi-Channel Marketing Challenge Presented by Tim Bourgeois Founder | ChiefDigitalOfficer.net tbourgeois@chiefdigitalofficer.net 617-314-6400 May 27, 2015
  • 5. www.chiefdigitalofficer.net Background Why is ‘multi-channel marketing’ a hot topic? • Evolving media consumption habits. Since the launch of the iPhone in 2006, the landscape has changed dramatically. • Media fragmentation necessitating new marketing strategies. More than 50% of emails read today on mobile devices. Thousands of new technologies available to help marketers adapt. 5
  • 6. www.chiefdigitalofficer.net Background Dramatic evolution of media consumption habits • Online media consumption now the media market share leader. 46% versus 27% for television. • Social network surge. Compared to insignificant usage in 2010, social network usage on mobile devices totaled almost 5% last year. • Media proliferation across-the- board. Increased number of outlets for video, radio, podcasts, blogging, long form publishing, etc. 6
  • 9. www.chiefdigitalofficer.net Background Big dollars & projections 9 Source: Scott Brinker, ChiefMarTec.com
  • 10.
  • 12. www.chiefdigitalofficer.net Management Strategies The more things change… 12 Source: Adobe The marketing process hasn’t changed as much as the tools involved in the process have.
  • 13. www.chiefdigitalofficer.net Management Strategies Our B2B digital marketing philosophy 13 Shoppers Targets Influencers, Suspects, Partners Tactics • PPC • SEO • Banners Tactics • Events • Newsletters • Webinars • LinkedIn • DM • Telemarketing Tactics • Sponsorships • Content marketing • Social media System-Wide Marketing Support  Website  PR  White Papers  Video Source: East Coast Catalyst
  • 14. www.chiefdigitalofficer.net Management Strategies Making sense of the chaos Closer examination of B2B trends reveals a concentration of activity. 14 Who uses what to amplify content (among B2B marketers)
  • 16. www.chiefdigitalofficer.net Management Strategies Knowing what to expect – in practical terms The new marketing reality is comparable to my weekend mailbox project.  It’s always more complicated than it seems  Martech marketing activities warp end-user expectations  Too many choices; not much differentiation  The cost of doing something either once or for the first time is high  Assumptions don’t always hold up 16
  • 17. www.chiefdigitalofficer.net Management Strategies Audit 17 CATEGORY AREA OF FOCUS Strategy Alignment with Corporate Sales, Marketing & Operational Objectives Strategy Competitive Benchmarking: Digital Footprint & Reach Strategy Competitive Benchmarking: Competitor Ad Spending & Budgets Infrastructure Hosting: Setup & Configuration Infrastructure Hosting: Performance & Scability Applications Content Management System (CMS) Applications Baseline Functionality (Forms, Personalization) Applications Database / Data Warehouse Applications Ecommerce Applications CRM / Marketing Technology & Automation Applications Custom Applications / Intranet / Extranet Applications Community Applications Mobile Apps / Mobility Creative/Design User Experience Creative/Design Branding / Identity Creative/Design Website Assets (Imagery, Content, Widgets) Creative/Design Rich Media / Video Promotion Social Media Promotion Search Engine Optimization / Organic Search Promotion Pay-Per-Click (PPC) Search Marketing / Paid Search Promotion Email Marketing Promotion Content Marketing Promotion Mobile Marketing Promotion Display Advertising Promotion Online PR Analytics Tool(s) Setup & Configuration Analytics Conversion / Goal Tracking Analytics Reporting: Business Process Talent / Skills Staff Capability Assessment Vendors Vendor Mix, Contracts & Performance Assessment Source: East Coast Catalyst & ChiefDigitalOfficer.net THE DIGITAL STRATEGY AUDIT CHECKLIST Identify existing assets, strengths, weaknesses, opportunities, threats.  Most digital marketing operations are leaky, but have myriad assets  Departmental overhauls are politically expedient, but rarely efficient
  • 18. www.chiefdigitalofficer.net Management Strategies Sector leadership comments “The problem isn’t that all these [marketing technology] tools aren’t great. And it’s not necessarily pricing, since the cost of most of these tools is very reasonable. The problem is more basic: there just aren’t enough people on our team to use them.” Todd Unger, Chief Digital Officer Daily Racing Form 18
  • 19. www.chiefdigitalofficer.net Management Strategies Beware of the ‘shiny new object’ syndrome 19
  • 20. www.chiefdigitalofficer.net Management Strategies Find unicorns & full stack marketers The new breed of marketer combines “left brain” and “right brain” skills.  “The full-stack employee has a powerful combination of skills that make them incredibly valuable.”  Can navigate marketing and technology with ease  Embraces new techniques and understands how to learn how to use them  Doesn’t get easily flummoxed or overwhelmed 20 Talent addresses myriad challenges; this is not unique to marketing technology
  • 21. www.chiefdigitalofficer.net Management Strategies Navigating multi-channel & martech successfully Do’s • Employ a needs-based approach • Prepare for stumbles • Audit the state of your operation & repurpose/repurpose/repurpose • Make multi-channel part of someone’s job description • Pick your battles thoughtfully • Pursue hidden gems • Hold on to proven *analog* techniques such as newsletters and direct mail Don’t’s • Commit to a formal strategy until you’ve done testing • Overspend on technology • Ignore Google+ • Overlook 2nd and 3rd order ROI metrics • Employ a scattershot approach; focus on a manageable number of channels 21
  • 23. www.chiefdigitalofficer.net Resources References & Further Reading • Multichannel Content Marketing Is Your Next Challenge: Here’s How to Overcome It (Tim Bourgeois, ChiefDigitalOfficer.net) • Similarities and differences of marketing technologists (Scott Brinker, ChiefMarTec.com) • 5 Drivers that will shape the future of your MarTech strategy (Gerry Murray, IDC) • The Rise Of The Unicorns -- Why Marketing Technologists Will Rule Modern Marketing (John Ellett, Forbes) • The full-stack employee (Chris Messina, Medium) • 20 Most Important Stats from the 2015 B2B Content Marketing Report (SocialMediaB2B.com, Marketing Profs, Content Marketing Institute) • The Center for Marketing Technology at Bentley University (Ian Cross) 23
  • 24. www.chiefdigitalofficer.net Contact Information Tim Bourgeois General Manager ChiefDigitalOfficer.net tbourgeois@chiefdigitalofficer.net 617.670.0395 (office) Mailing Address 300 Summer Street, Boston, MA 02210 Online www.chiefdigitalofficer.net @ChiefDigOfficer 24