#1nlab14: revisit digital engagement

REVISIT DIGITAL ENGAGEMENT

Jeff Small @jeff_small

Marketing Has Changed

90’s 00’s 10’s

Website Email

Website Email Paid Search Blogs Podcasts Intranets

Website Email Paid Search Blogs Podcasts Intranets

Social Mobile Web Apps Targeted content Content Strategy

Manual Tools

Monolithic Platforms Web CMS Email Marketing CRM Manual Tools

Web CMS SaaS Platforms API Integration Marketing Automation Email Marketing CRM Social Monitoring Content Profiling

All About the Data

Objective Data Subjective Data

Jane Robbins •  Fortune 500

general counsel •  In need of IP

litigation support •  Huge Rush fan

Jane

Robbins

jrobbins@company.com

Name: Jane Robbins Company: Company, Inc. Email: jrobbins@company.com Profile: IP Litigation

Marketing Data

Integrate on and offline activity

CRM

Web Platform Email Marketing

Systems Used

HOW?

Plan First

Strategic Objective

Marketing Objective Online Goals

Example

Grow  IP  Practice

Increase  Event  Attendance

Grow  Thought  Leadership

Register  Online Download  PDF Attend  Webinar

Strategic Objective

Marketing Objective

Online Goal

Increase Engagement

Tactics

Online Goal

Marketing Objective Increase  Event  Attendance

Register  Online

Inline  Personalization

Targeted  Email  Campaign

Social  Media  Engagement

Recommendations

Start Small Measure

Adjust