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Is Your Marketing Mature Enough?
Ways to Evolve Your Digital
Marketing
Thursday April 24, 2014 1:00 EDT (10:00PDT)
Speakers:
• Moderator: Jeffrey Rohrs, VP, Marketing | ExactTarget
• Presenter: Mike Corak, EVP, Strategy | ethology
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• Q+A session at end of webcast
• Use ―Ask a Question‖ box to submit questions
• Send questions at any time
• #DMDwc
Viewing Tips
Today’s Presenters
Moderator
Jeffrey Rohrs, VP Marketing
ExactTarget
Presenter
Mike Corak, EVP Strategy,
ethology
@mikecorak
@jkrohrs
Agenda
Maturity Modeling
Placing Customer Needs First
2014 Digital Marketing Priorities
Top 5 Common Tactical Needs
Operational Opportunities
#FreeDigitalAudit
Tweet
#FreeDigitalAudit to
be entered into a
drawing to receive a
Digital Opportunity
Report from ethology
(equivalent of +40 hours of
opportunity analysis from the
ethology team)
#FreeDigitalAudit
© 2013 Forrester Research, Inc. Reproduction Prohibited 6
Study sorted marketers according to
sophistication in 3 areas
Strategy Governance Execution
Ensures processes
and experiences are
consistent and that
digital activities tie
back to strategy.
Determines
how digital is
changing their
business.
Runs the digital and
traditional efforts
needed to
accomplish digital
strategy.
Source: Forrester ‘s Q3 2013 Digital Maturity Survey
#FreeDigitalAudit
*Represent as brand
marketers and B2B firms.
*Skew toward
automotive, CPG health
*Also skew toward
extremely large
enterprises and firms that
spend <$10m/yr on
marketing
*Spend the most on print
(although they do plan to
decrease this)
*Digital marketing
naysayer
*Skew toward travel and
retail firms
*Have the largest digital
marketing budgets in the
study
*But, spend the least on
mobile marketing
*Ambitious, but
disorganized around
digital marketing
*Skew toward the biggest
retail, travel and telecom
firms
*Indicate emphasis on
collaboration,
communication and
executive buy-in
*Emphasis is on
integration over new
media adoption
*Skew toward retailers and
FS
*Tend to be smaller or mid-
sized enterprises
*Have the largest digital
teams in the study, and the
largest marketing budgets
*Expect to increase their
spend on everything except
print, radio and YP
*200% greater
concentration of Level 4s
have a CDO
*Tech enthusiast, risk-taker,
experimenter
Maturity Segments
Level 1 Level 2 Level 3 Level 4
#FreeDigitalAudit
Source: Forrester ‘s Q3 2013 Digital Maturity Survey
9%
44%
39%
8%
Level 1 Level 2 Level 3 Level 4
Source: Forrester ‘s Q3 2013 Digital Maturity Survey
Distributed Into 4 Groups
#FreeDigitalAudit
Lessons from Mature Digital
Marketers
Consider how digital is changing your business strategy, not
just that it introduces new marketing channels
Tie employee performance to digital goals
Embrace technology
Business leaders: do a tour in IT
Practitioners: experiment with emerging tactics
Overall: work to shift to a more agile culture
Dedicate resources to strategy, governance and execution
Use more types of marketing tactics
Source: Forrester ‘s Q3 2013 Digital Maturity Survey
#FreeDigitalAudit
What’s Missing?
http://thepoliticalcarnival.net/wp-content/uploads/2011/04/missing-piece-of-puzzle.jpg
Customer Centricity
#FreeDigitalAudit
Advanced digital marketers
understand their audiences’ needs
and desires, and make stronger
connections, purposefully cultivating
their customer relationships
WWW.AUDIENCEPRO.COM
@JKROHRS
THE AUDIENCE
IMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA
NOT ONLY TO SELL IN THE SHORT TERM BUT
ALSO TO INCREASE THE SIZE, ENGAGEMENT &
VALUE OF YOUR PROPRIETARY AUDIENCES
OVER THE LONG TERM.
@JKROHRS
Polling Question 1
Poll 1: Where do most marketers plan to focus their
digital efforts in 2014?
a) Data Acquisition
b) Organizational Alignment
c) Digital Channel Expansion
d) Improving Conversion Rates
e) Campaign Attribution
f) Brand Awareness
#FreeDigitalAudit
2014 Priorities
#FreeDigitalAudit
Polling Question 2
Poll 1: Where do you tactically feel that your digital
marketing execution has the most opportunity for
improvement?
a) Mobile
b) Content
c) Social
d) Email & CRM
e) Advanced Analytics
f) Search
g) Media
#FreeDigitalAudit
Top 5 Tactical Deficiencies From
+100 Audits Last 12 Months
Content Performance & Modern Search
Advanced Analytics
Local
Total Mobile Experience
Expanded Media Testing
#FreeDigitalAudit
2014 Marketing Budgets
#FreeDigitalAudit
Does Actual Need Always
Match Investment?
#FreeDigitalAudit
Pro-Tip: Audit, Then Fix the
Foundation Conversion Up
Acts more as an
ASSIST INTERACTION
Acts more as a
LAST INTERACTION
Awareness Consideration Intent Decision
THE PATH
TO
PURCHASE
PURCHASE
OTHER
PAID
DISPLAY
CLICK
3.1
SOCIAL
1.9
EMAIL
1.4
DIRECT
0.5
REFERRAL
0.9
PAID
SEARC
H
1.0
ORGANIC
SEARCH
0.8
LEGEND
2.2
A channel’s position on the chart is defined by the
―assist/last interaction ratio‖
#FreeDigitalAudit
Content & Modern Search:
Understand Content Demand
#FreeDigitalAudit
Taxonomies & Personas Based
on Semantic Themes
ATM
ATM machine
cash machine
teller machine
generic
ATM machines for sale
buy ATM machines
sale/purchase
ATM business
ATM solutions
ATM placement
owning an ATM
info
ATM security
ATM services
ATM repair
technology/services
ATM companies
ATM manufactures
ATM providers
company/provider
ATM equipment
ATM parts
ATM models
products/parts
Nautilus Hyosung
#FreeDigitalAudit
Qualitative Content Audit Factors
Useful and usable
Redundant, outdated, trivial
(ROT)
Meets audiences’ needs
Balances business objectives
Voice, tone & style
Sharable
Optimized for intended channel
Addresses stages in the funnel
Varied types
#FreeDigitalAudit
Quanitative Audit
Trending: Content Attribution
#FreeDigitalAudit
Content Strategy Guided Search:
Informed & Effective
3. Gap
Analysis
Categories &
Topics
4. Plan
Creation
Tactics &
Prioritization
2. Content &
SEO Audits
Quantitative &
Qualitative
5. Plan
Execution
Implement, Tes
t & Revise
1. Audience
Intelligence
Vernacular &
Demand
Advanced Analytics
You probably don’t need MORE data! Make
sense of what you have, then expand
• Audit your current implementation
• Gain learnings by channel and test
• Move to cross-channel analysis where tactics
compliment (ex. SEO+PPC)
• Goal: then look to attribution & predictive
analytics in digital, followed by online + offline
Local Approach V2
Local Search
Organic Search
Natural Search, Location
Pages, Barnacle SEO
Paid Search
Yelp, YP, Yext, Google
AdWords
Social
Google+
Local, foursquare, Faceb
ook
Content Demand
Integrate
Assimilate local
search strategy with
your overall digital
marketing plan.
Inform
Leverage search &
analytical research
to target high
converting keywords.
Measure
Monthly reporting that
addresses on-going
optimization &
conversion goals.
Manage
Assign an account
management team
to oversee operations
of offsite place
pages.
#FreeDigitalAudit
Plan for a truly user friendly
mobile web experience (for
most that is responsive v.
adaptive)
Apps may be the future, but
have a purpose beyond
repeating your website
Think all assets, site and
beyond
2
3
4
5
6
7
8
9
10
11
1 2013 Predictions
Solutions
News/Insights
Services
Social
Services
Perspectives
Contact us
People
News
Careers
Mobile User Experience
#FreeDigitalAudit
Email: True Responsive Design
Less than 12% of
emails are
responsive, yet
+50% of emails are
accessed on a
mobile device.
#FreeDigitalAudit
What would make
the mobile version
even better?
• 1 Column
• Larger Buttons
• App Link
• Click to Call!
Expanded Media Testing
―Market Your Marketing‖ – Jay Baer
PPC RETARGETING NATIVE SOCIAL
MOBILE EXCHANGES NETWORKS ENGAGING
#FreeDigitalAudit
Polling Question 3
Organizationally where do you feel the biggest
opportunity for digital marketing improvement lies?
• Integration
• Strategic Planning
• Funding
• Resourcing
#FreeDigitalAudit
Integrated Digital Marketing Benefits
Coordinated planning and budgeting
Cost efficiency
Collaborative execution
Ease of communication
Consolidated reporting
Informed evolution
Improved ROI
#FreeDigitalAudit
Tactical Integration Challenges
http://www.clickz.com/clickz/news/2336996/80-of-marketers-will-run-cross-channel-marketing-campaigns-in-2014-study
#FreeDigitalAudit
Top 8 Integration Tips
#1 Attribution Reporting
• Examine entire programs
• Identify conversion paths
and intersections of
tactical activity
• Look for assists to
understand which
activities and assets:
• First touched the target
• Carried the interaction
forward
• Closed the deal
• Use data to inform cross-
channel
execution, planning and
budgeting
#FreeDigitalAudit
Tactical Integration
http://www.clickz.com/clickz/news/2336996/80-of-marketers-will-run-cross-channel-marketing-campaigns-in-2014-study
#FreeDigitalAudit
Top 5 Integration Tips
#2 Tactic Clusters or ―Programs‖
Consumer
Insights, Integrated
Marketing Plans &
Consultation
Modern Search: Content
Strategy, Search, Social, Cont
ent
Integrated & Predictive
Analytics
Cross-Channel Media:
Search, Display, Social
Retention: CRM + Email +
Social + Direct
Local: Content, Search, Social
Cross-Channel User
Experience & Centralized
Content Strategy
#FreeDigitalAudit
Admin Workhorse Couch Companion Constant Companion
Source: Google Mobile Display Tablet Usage Survey, US,. n= 1,430, all members of the Google Mobile Display Network.
• At home or office
• Task-oriented
• Solitary experience
• Web surfing & shopping
• Entertainment
• Shared experience
• Always with you
• Location-specific
• In person
• Personal
Desktop Tablet Mobile
Top 8 Integration Tips
#3 Unify the User Experience
#FreeDigitalAudit
Top 8 Integration Tips
#4 Centralize Content
Tactically-
agnostic
Future-
friendly
Search
Social
Promotion
&
Discussion
Analytics
Lifecycle
Marketing
(Email)
Paid Media
Promotion
Content
Creation
Content
Strategy
Lenses: Local + Mobile
#FreeDigitalAudit
Top 8 Integration Tips
#5 Cross-channel Alignment
#FreeDigitalAudit
Top 8 Integration Tips
#6 Coordinated Execution
#FreeDigitalAudit
Top 8 Integration Tips
#7 Full Digital Ecosystem Planning and Budgeting
Periodic
strategic
analysis &
reporting
Content
strategy
Publication
across all
channels
Engagement
Amplification
Restructuring
paid | earned | owned
Real-time
measurement
& iteration
#FreeDigitalAudit
Top 8 Integration Tips
#8 Operationally Supported
Belk: 125-year-old southern department store
Make everyone accountable for digital
Value skills beyond digital
Graduate to omni-channel
“We’ve delivered results because performance goals give
everyone ownership.” — Ivy Chin, SVP of eCommerce
#FreeDigitalAudit
Staffing Model Extremes
In-house
• Tactical execution with internal
staff
• Consultation from tactical industry
experts
• Examples: Intuit, Amazon
Benefits: Cost effective, activity
oversight, integration control (in
theory)
Risks: Planning ability, talent, ability to
tactically stay cutting edge, team
management, knowledge for program
evolution and integration
Delivery Partners
• Tactical execution with external
staff
• Partnered planning
• Examples: Most Common
Benefits: Tactical accountability,
Risks: Direct tactical oversight
and staffing, cost, multiple agency
management and
integration, ability to understand
where to make bets (partner
competition)
#FreeDigitalAudit
Ethology (Annual) Integrated
Planning Process
Business Goals
•Definition
•Map digital
KPIs
•Audit ability to
efficiently
measure and
tie back to
business
goals
Audits & Inputs
•Consumer
Insights
•Content
Demand
•Personas
•Tactical
Audits
•User
Experience
Audits
•Resource
Audit
•Competitive
Analysis
•Share of Voice
•Offline
Marketing Plan
Review
•Tool
Assessment
•Funnel
Definition
Strategy
•Opportunity
Assessment
•GAP Analysis
•Brand
Taxonomy
•Tactical
Strategy
•Integrated
Strategy
•Content
Strategy
•Resource
Assignment
•Projections
Plan
•Ops Design
•Tactical
Calendar
•Content
Calendar
•Technical
Roadmap
•Usability
Roadmap
•Resource
Roadmap
•Innovation
Roadmap
•Integrated
Processes
•Roles &
Responsibilities
Budget
•Cost Estimate
Against
Program &
Outcomes
•Feasibility
Assessment
Adjust and Repeat Until Approved
#FreeDigitalAudit
Aligning Budget with Opportunity:
Where Our Clients Are Investing
• Foundational Tactical Improvements Post Audit
• Modern Search & Content Marketing
• Mobile Experience Improvements
• Content Strategy & User Experience Improvements
• Analytics Advancement
• Infrastructure Improvements: Systems, Tools, & Staff
(Content Managers, Program Managers)
• Media Expansion with Testing
• Direct Improvements: CRM, email, & sms
• Integrated Digital Marketing Planning & Execution
#FreeDigitalAudit
Questions?
#FreeDigitalAudit
#FreeDigitalAudit
Don’t forget to Tweet
#FreeDigitalAudit to
be entered into a
drawing to receive a
Digital Opportunity
Report from ethology
(equivalent of +40 hours of
opportunity analysis from the
ethology team)
#FreeDigitalAudit
#FreeDigitalAudit
Note: If you don’t win, but
are interested in ethology
services & are mid to large
sized company, submit your
audit request for
consideration to:
Paul.Borselli@ethology.com
#FreeDigitalAudit
http://digitalmarketingdepot.com
webcasts@digitalmarketingdepot.com
#DMD
Thank You!
www.ethology.com
www.slideshare.net/mcorak
#FreeDigitalAudit

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Digital Marketing Program Evaluation, Maturation and Evolution - A Digital Marketing Depot Webinar with Mike Corak of ethology

  • 1. Is Your Marketing Mature Enough? Ways to Evolve Your Digital Marketing Thursday April 24, 2014 1:00 EDT (10:00PDT) Speakers: • Moderator: Jeffrey Rohrs, VP, Marketing | ExactTarget • Presenter: Mike Corak, EVP, Strategy | ethology
  • 2.  Turn Off Pop-Up Blockers  Technical difficulties? • Click on ―Help?‖ link • Use Q+A box  Submitting questions to speaker • Q+A session at end of webcast • Use ―Ask a Question‖ box to submit questions • Send questions at any time • #DMDwc Viewing Tips
  • 3. Today’s Presenters Moderator Jeffrey Rohrs, VP Marketing ExactTarget Presenter Mike Corak, EVP Strategy, ethology @mikecorak @jkrohrs
  • 4. Agenda Maturity Modeling Placing Customer Needs First 2014 Digital Marketing Priorities Top 5 Common Tactical Needs Operational Opportunities
  • 5. #FreeDigitalAudit Tweet #FreeDigitalAudit to be entered into a drawing to receive a Digital Opportunity Report from ethology (equivalent of +40 hours of opportunity analysis from the ethology team) #FreeDigitalAudit
  • 6. © 2013 Forrester Research, Inc. Reproduction Prohibited 6 Study sorted marketers according to sophistication in 3 areas Strategy Governance Execution Ensures processes and experiences are consistent and that digital activities tie back to strategy. Determines how digital is changing their business. Runs the digital and traditional efforts needed to accomplish digital strategy. Source: Forrester ‘s Q3 2013 Digital Maturity Survey #FreeDigitalAudit
  • 7. *Represent as brand marketers and B2B firms. *Skew toward automotive, CPG health *Also skew toward extremely large enterprises and firms that spend <$10m/yr on marketing *Spend the most on print (although they do plan to decrease this) *Digital marketing naysayer *Skew toward travel and retail firms *Have the largest digital marketing budgets in the study *But, spend the least on mobile marketing *Ambitious, but disorganized around digital marketing *Skew toward the biggest retail, travel and telecom firms *Indicate emphasis on collaboration, communication and executive buy-in *Emphasis is on integration over new media adoption *Skew toward retailers and FS *Tend to be smaller or mid- sized enterprises *Have the largest digital teams in the study, and the largest marketing budgets *Expect to increase their spend on everything except print, radio and YP *200% greater concentration of Level 4s have a CDO *Tech enthusiast, risk-taker, experimenter Maturity Segments Level 1 Level 2 Level 3 Level 4 #FreeDigitalAudit Source: Forrester ‘s Q3 2013 Digital Maturity Survey
  • 8. 9% 44% 39% 8% Level 1 Level 2 Level 3 Level 4 Source: Forrester ‘s Q3 2013 Digital Maturity Survey Distributed Into 4 Groups #FreeDigitalAudit
  • 9. Lessons from Mature Digital Marketers Consider how digital is changing your business strategy, not just that it introduces new marketing channels Tie employee performance to digital goals Embrace technology Business leaders: do a tour in IT Practitioners: experiment with emerging tactics Overall: work to shift to a more agile culture Dedicate resources to strategy, governance and execution Use more types of marketing tactics Source: Forrester ‘s Q3 2013 Digital Maturity Survey #FreeDigitalAudit
  • 11. Customer Centricity #FreeDigitalAudit Advanced digital marketers understand their audiences’ needs and desires, and make stronger connections, purposefully cultivating their customer relationships
  • 13. THE AUDIENCE IMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM. @JKROHRS
  • 14. Polling Question 1 Poll 1: Where do most marketers plan to focus their digital efforts in 2014? a) Data Acquisition b) Organizational Alignment c) Digital Channel Expansion d) Improving Conversion Rates e) Campaign Attribution f) Brand Awareness #FreeDigitalAudit
  • 16. Polling Question 2 Poll 1: Where do you tactically feel that your digital marketing execution has the most opportunity for improvement? a) Mobile b) Content c) Social d) Email & CRM e) Advanced Analytics f) Search g) Media #FreeDigitalAudit
  • 17. Top 5 Tactical Deficiencies From +100 Audits Last 12 Months Content Performance & Modern Search Advanced Analytics Local Total Mobile Experience Expanded Media Testing #FreeDigitalAudit
  • 19. Does Actual Need Always Match Investment? #FreeDigitalAudit
  • 20. Pro-Tip: Audit, Then Fix the Foundation Conversion Up Acts more as an ASSIST INTERACTION Acts more as a LAST INTERACTION Awareness Consideration Intent Decision THE PATH TO PURCHASE PURCHASE OTHER PAID DISPLAY CLICK 3.1 SOCIAL 1.9 EMAIL 1.4 DIRECT 0.5 REFERRAL 0.9 PAID SEARC H 1.0 ORGANIC SEARCH 0.8 LEGEND 2.2 A channel’s position on the chart is defined by the ―assist/last interaction ratio‖ #FreeDigitalAudit
  • 21. Content & Modern Search: Understand Content Demand #FreeDigitalAudit
  • 22. Taxonomies & Personas Based on Semantic Themes ATM ATM machine cash machine teller machine generic ATM machines for sale buy ATM machines sale/purchase ATM business ATM solutions ATM placement owning an ATM info ATM security ATM services ATM repair technology/services ATM companies ATM manufactures ATM providers company/provider ATM equipment ATM parts ATM models products/parts Nautilus Hyosung #FreeDigitalAudit
  • 23. Qualitative Content Audit Factors Useful and usable Redundant, outdated, trivial (ROT) Meets audiences’ needs Balances business objectives Voice, tone & style Sharable Optimized for intended channel Addresses stages in the funnel Varied types #FreeDigitalAudit
  • 24. Quanitative Audit Trending: Content Attribution #FreeDigitalAudit
  • 25. Content Strategy Guided Search: Informed & Effective 3. Gap Analysis Categories & Topics 4. Plan Creation Tactics & Prioritization 2. Content & SEO Audits Quantitative & Qualitative 5. Plan Execution Implement, Tes t & Revise 1. Audience Intelligence Vernacular & Demand
  • 26. Advanced Analytics You probably don’t need MORE data! Make sense of what you have, then expand • Audit your current implementation • Gain learnings by channel and test • Move to cross-channel analysis where tactics compliment (ex. SEO+PPC) • Goal: then look to attribution & predictive analytics in digital, followed by online + offline
  • 27. Local Approach V2 Local Search Organic Search Natural Search, Location Pages, Barnacle SEO Paid Search Yelp, YP, Yext, Google AdWords Social Google+ Local, foursquare, Faceb ook Content Demand Integrate Assimilate local search strategy with your overall digital marketing plan. Inform Leverage search & analytical research to target high converting keywords. Measure Monthly reporting that addresses on-going optimization & conversion goals. Manage Assign an account management team to oversee operations of offsite place pages. #FreeDigitalAudit
  • 28. Plan for a truly user friendly mobile web experience (for most that is responsive v. adaptive) Apps may be the future, but have a purpose beyond repeating your website Think all assets, site and beyond 2 3 4 5 6 7 8 9 10 11 1 2013 Predictions Solutions News/Insights Services Social Services Perspectives Contact us People News Careers Mobile User Experience #FreeDigitalAudit
  • 29. Email: True Responsive Design Less than 12% of emails are responsive, yet +50% of emails are accessed on a mobile device. #FreeDigitalAudit What would make the mobile version even better? • 1 Column • Larger Buttons • App Link • Click to Call!
  • 30. Expanded Media Testing ―Market Your Marketing‖ – Jay Baer PPC RETARGETING NATIVE SOCIAL MOBILE EXCHANGES NETWORKS ENGAGING #FreeDigitalAudit
  • 31. Polling Question 3 Organizationally where do you feel the biggest opportunity for digital marketing improvement lies? • Integration • Strategic Planning • Funding • Resourcing #FreeDigitalAudit
  • 32. Integrated Digital Marketing Benefits Coordinated planning and budgeting Cost efficiency Collaborative execution Ease of communication Consolidated reporting Informed evolution Improved ROI #FreeDigitalAudit
  • 34. Top 8 Integration Tips #1 Attribution Reporting • Examine entire programs • Identify conversion paths and intersections of tactical activity • Look for assists to understand which activities and assets: • First touched the target • Carried the interaction forward • Closed the deal • Use data to inform cross- channel execution, planning and budgeting #FreeDigitalAudit
  • 36. Top 5 Integration Tips #2 Tactic Clusters or ―Programs‖ Consumer Insights, Integrated Marketing Plans & Consultation Modern Search: Content Strategy, Search, Social, Cont ent Integrated & Predictive Analytics Cross-Channel Media: Search, Display, Social Retention: CRM + Email + Social + Direct Local: Content, Search, Social Cross-Channel User Experience & Centralized Content Strategy #FreeDigitalAudit
  • 37. Admin Workhorse Couch Companion Constant Companion Source: Google Mobile Display Tablet Usage Survey, US,. n= 1,430, all members of the Google Mobile Display Network. • At home or office • Task-oriented • Solitary experience • Web surfing & shopping • Entertainment • Shared experience • Always with you • Location-specific • In person • Personal Desktop Tablet Mobile Top 8 Integration Tips #3 Unify the User Experience #FreeDigitalAudit
  • 38. Top 8 Integration Tips #4 Centralize Content Tactically- agnostic Future- friendly Search Social Promotion & Discussion Analytics Lifecycle Marketing (Email) Paid Media Promotion Content Creation Content Strategy Lenses: Local + Mobile #FreeDigitalAudit
  • 39. Top 8 Integration Tips #5 Cross-channel Alignment #FreeDigitalAudit
  • 40. Top 8 Integration Tips #6 Coordinated Execution #FreeDigitalAudit
  • 41. Top 8 Integration Tips #7 Full Digital Ecosystem Planning and Budgeting Periodic strategic analysis & reporting Content strategy Publication across all channels Engagement Amplification Restructuring paid | earned | owned Real-time measurement & iteration #FreeDigitalAudit
  • 42. Top 8 Integration Tips #8 Operationally Supported Belk: 125-year-old southern department store Make everyone accountable for digital Value skills beyond digital Graduate to omni-channel “We’ve delivered results because performance goals give everyone ownership.” — Ivy Chin, SVP of eCommerce #FreeDigitalAudit
  • 43. Staffing Model Extremes In-house • Tactical execution with internal staff • Consultation from tactical industry experts • Examples: Intuit, Amazon Benefits: Cost effective, activity oversight, integration control (in theory) Risks: Planning ability, talent, ability to tactically stay cutting edge, team management, knowledge for program evolution and integration Delivery Partners • Tactical execution with external staff • Partnered planning • Examples: Most Common Benefits: Tactical accountability, Risks: Direct tactical oversight and staffing, cost, multiple agency management and integration, ability to understand where to make bets (partner competition) #FreeDigitalAudit
  • 44. Ethology (Annual) Integrated Planning Process Business Goals •Definition •Map digital KPIs •Audit ability to efficiently measure and tie back to business goals Audits & Inputs •Consumer Insights •Content Demand •Personas •Tactical Audits •User Experience Audits •Resource Audit •Competitive Analysis •Share of Voice •Offline Marketing Plan Review •Tool Assessment •Funnel Definition Strategy •Opportunity Assessment •GAP Analysis •Brand Taxonomy •Tactical Strategy •Integrated Strategy •Content Strategy •Resource Assignment •Projections Plan •Ops Design •Tactical Calendar •Content Calendar •Technical Roadmap •Usability Roadmap •Resource Roadmap •Innovation Roadmap •Integrated Processes •Roles & Responsibilities Budget •Cost Estimate Against Program & Outcomes •Feasibility Assessment Adjust and Repeat Until Approved #FreeDigitalAudit
  • 45. Aligning Budget with Opportunity: Where Our Clients Are Investing • Foundational Tactical Improvements Post Audit • Modern Search & Content Marketing • Mobile Experience Improvements • Content Strategy & User Experience Improvements • Analytics Advancement • Infrastructure Improvements: Systems, Tools, & Staff (Content Managers, Program Managers) • Media Expansion with Testing • Direct Improvements: CRM, email, & sms • Integrated Digital Marketing Planning & Execution #FreeDigitalAudit
  • 47. #FreeDigitalAudit Don’t forget to Tweet #FreeDigitalAudit to be entered into a drawing to receive a Digital Opportunity Report from ethology (equivalent of +40 hours of opportunity analysis from the ethology team) #FreeDigitalAudit
  • 48. #FreeDigitalAudit Note: If you don’t win, but are interested in ethology services & are mid to large sized company, submit your audit request for consideration to: Paul.Borselli@ethology.com #FreeDigitalAudit

Hinweis der Redaktion

  1. JR
  2. our Consumer Is The Big IdeaCONSUMERISTSWe start at the consumer, &amp; work our way upWe really strive to understand the value of the consumer, &amp; how &amp; where they interact with your brand.
  3. Here to talk about one thing today. Audience.
  4. MC
  5. address the strategic focus of your content, ensuring visibility for how audiences search locally throughout their engagement to maximize relevance &amp; exposuredevelop a local search strategy built for the future, creating content that targets locations from the top down, while building in a framework for further expansion