(content) marketing roi for fun and profit (mostly profit)digital summit denver lane terralever -...

Digital Summit Denver

Jun / 18 / 2014

(Content) Marketing ROI for Fun and Profit (mostly Profit)

Scott McAndrew, Chief Strategy O!cer LaneTerralever.com

“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.”

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.”

How do you feel when you think about managing digital marketing for your brand?

recently asked in a digital marketing survey

overwhelmedresources many excited

digital

importanttoolse!orts

changing

overwhelming

di"cult

value frustratedine!ective managementtime

always

needlearningknow

innovative

necessarycreative

ideasconstantly

company

challenging

confusingstrategy

new

bestdi"cult

brandlackingsupport

tactics

usefrustratedgood

right insights

cautiousstatisticsstrategic

digitally uphilldirect strong

uncertain consistentlycurious

makework driven

come

process

sometimesgood just

plantry

sales

questionable

analyticsROI

success engage challengedinteresting

expensive

move execute marketoptions excitingstressfulthink senior

managingimportant

consistentSEOexcited

prioritycurrentdatacurve

quantify

interestingcompanies

confident

awareness

sta!ed

adequate

revisit

optimization

relevant eye opening

digitalresults

advertisingscatteredgetting

confidentbattle words words

presence

movingknowledge outlets

still

internalmuch proven

optimistic

unclear

constantlyapprehensive

struggle

workslow

education

responseonecomplex

budgets

tactical

invest

dataaverage

neededstrategies

lowbetterfeel

attribution

lowsurepart

frustrating

2014 is the yearof personalization

2014 is the yearof big data marketing

2014 is the yearof millennial madness

2014 is the yearof iBeacons

2014 is the yearof advocacy marketing

2014 is the yearsocial sizzles

2014 is the yearof multiscreen mania

2014 is the yearof event integration

2014 is the yeardigital gets physical

2014 is the yearcontent marketing will die

Marketing and technology are in lockstep, and marketing channels, methods and

techniques will continue to be added and to evolve at an increasing rate

Technology Advancement 1810s - 2010s

1810

1820

1830

1840

1850

1860

1870

1880

1890

1900

1910

1920

1930

1940

1950

1960

1970

1980

1990

2000

2010

Marketing Channels 1810s - 2010s

1810

1820

1830

1840

1850

1860

1870

1880

1890

1900

1910

1920

1930

1940

1950

1960

1970

1980

1990

2000

2010

Gartner’s Hype Cycle for Technology and Marketing

Content Marketing

Gartner’s Hype Cycle for Technology and Marketing

Content Marketing

Peak of Inflated Expectations

Gartner’s Hype Cycle for Technology and Marketing

Content Marketing

Peak of Inflated Expectations

Trough of Disillusionment

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

INC

REA

SIN

G

SAM

E

DEC

REA

SIN

G

Hypothetical C-Suite Survey How much of what you learned in college

is applicable in your current role today?

Hypothetical C-Suite Survey How much of what you learned in college

is applicable in your current role today?

Hypothetical C-Suite Survey How much of what you learned in college

is applicable in your current role today?

CEO !

85%

Hypothetical C-Suite Survey How much of what you learned in college

is applicable in your current role today?

CEO !

85%

CTO !

75%

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%

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%

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

-

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

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

7 Simple Social Media Moves

That Work

Top 10 of the Top 10 Lists in

Digital and Marketing

The Cost Of Social Media Fame In 2014?

About $6,800

The Gloves Are O!: Email vs. Mobile

4 Ways Click Farms Screw

Your Business

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%

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%

ROI is an equation, not a theoretical concept

ROI =

ROI is an equation, not a theoretical concept

ROI =gain from investment - cost of investment

cost of investmentx 100

(Content) Marketing ROI - Challenges

(Content) Marketing ROI - Challenges

1. Lack of systems / ability to analyze data / silo’d data

(Content) Marketing ROI - Challenges

1. Lack of systems / ability to analyze data / silo’d data

2. Lack of collaboration across business functions

(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

(Content) Marketing ROI

(Content) Marketing ROI

1. Make sure you have a proper marketing strategy first

(Content) Marketing ROI

1. Make sure you have a proper marketing strategy first

2. Marketing leader = marketing + analytics + business mechanics

(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

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.

Thank You !For a copy of this deck please email me at scott.mcandrew@laneterralever.com

Scott McAndrew Chief Strategy O"cer LaneTerralever !Scott.McAndrew@LaneTerralever.com 480.839.1080