kickstart your 2013 marketing plan with the new rules of digital engagement

Kickstart Your 2013 Marketing Plan with the

New Rules of Digital Engagement

Sponsored by:

Ian MichielsGleanster @InsightFanatic

#AOWEB

About the Research Findings2

Top Performers: Respondents that achieved Top Quartile performance in key KPI’s

Everyone Else: Everyone Else

REVENUEROMICONVERSION RATE

Performance in:

TODAY’S STATS Total survey responses: 1055

2012 Email Trends Survey

Aug. 2012n= 847

Campaign Management

Sept. 2012n= 208

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• Reflecting on 2012

• New Rules of Digital Engagement for 2013

• Informing 2013 Plans

3

Agenda

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Top Challenges with Digital Marketing

Analytics and dashboards

New customer acquisiton

Optimizing the marketing mix

Multi-channel communications

Data Centralization

43%

54%

59%

62%

74%

Top Challenges in 2012

Top Performers

* 2012 Multi-Channel Campaign Trends (n=345)

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Notable Trends in Marketing

* IBM 2012 Study: From Stretched to Strengthened

2012 IBM Study• 1,700 CMOs from 64 Countries

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Top 4

1. “Explosion of Data”

2. “Social Media”

3. “Growth of Channel and Device

Choices”

4. “Shifting Consumer Demographics”

6

Most Prominent Challenges for CMOs in 2012

* IBM 2012 Study: From Stretched to Strengthened

What are Top Performers doing about these issues?

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• Reflecting on 2012 Best Practices

Lessons Learned from 2012

7

MarketingLessons Learned

in 2012

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Inspirational Quotes

8

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Inspirational Quotes

9

.

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Marketing Automation is Great…

When used appropriately…

Lesson # 1

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• Top Performers are 4x more likely to invest in marketing automation technologies than Everyone Else

• Gleanster estimates growth in adoption from 2011-2012 at approximately 26%

Use of Marketing Automation

I think we are here.

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• Validation: – First Marketing Automation IPO 2012

– Acquisitions

• Emerging Trends– Usability matters even though it’s very subjective

What’s New and Different

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Shifting Consumer Demographics

Communication Preferences

Managing Fatigue

Embracing Consumers

Personalization

Success Stories Set the Bar

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Batch Email Campaigns

Drip Email Campaigns

CRM Integration

Mulit-Channel Campaigns

Trigger Email Campaigns

0% 20% 40% 60% 80% 100%

85%

76%

67%

58%

23%

Percentage (All Respondents)

Use of Digital Marketing Platforms

* Campaign Management Survey 2012 (n= 208)

Which of the following are you currently leveraging in your digital marketing platform?

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• Manual Marketing Can’t Scale– Competitive Parity = Automation & Measurement

• 5 Simple Milestones for Seamless Adoption1. Integration2. Configure a couple templates3. Content audit4. 1-2 nurture marketing campaigns5. Standardized metrics

Implications for 2013

15

#AOWEB 16

Fragmented Systems are Crippling Success

& Data Driven Decisions…

Lesson # 2

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Data Proliferation Challenges

1 2 3 >30%

25%

50%

13%

37%

30%

22%

11%

44%

27%

15%

Top Performers Everyone Else

# of Marketing Technologies

% o

f R

espondents

Figure 1: Use of Technology

How many marketing technologies does your organization regularly use?

Email Marketing Web Analytics Landing Page Hosting Social Media Monitoring Marketing Automation List Management Mobile Engagement Customer Management Contact Center Salesforce Automation Digital Asset Management Project Management Marketing Calendar Marketing Financials Creative Tools Data Warehouse

* Campaign Management Survey 2012 (n= 208)

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• Legacy practices and techniques remain the norm

Social Media Marketing Email Marketing

Landing Page

HostingPaid Search

Web Analytics

Mobile

eCommerce/ Website

Email

Website

Landing Page

Mobile

Social

Fragmented Systems Lead to Fragmented Customer Experiences

?

?

Multiple Systems Supporting Marketing

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CRM

Social Media Marketing Email Marketing

Landing Page

Hosting

Paid Search

Web Analytics

Mobile

eCommerce/ Website

Data Proliferation Still a Challenge

Multiple Systems Supporting Marketing

≠

Marketing System of Record

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Implications for 2013

• 85% of Top Performing organizations are currently implementing or planning to implement a system consolidation initiative in marketing.

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Big data is not a fad

Lesson # 3

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Google Trends: Big Data

2008 2009 2010 2011 2012

Search Term: “big data”

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• Customer Data is the #1 Catalyst for Big Data

– Web Analytics

– Social Media

– Campaigns

– Offer Optimization

– Pricing

Why is it relevant for Marketers?

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What is Big Data?

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Data that is so large and complex it has outgrown the ability to aggregate and process it from a single database or repository.

The Definition is a Moving Target

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Data that is so large and complex it has outgrown the ability to aggregate and process it from a single database or repository.

The Definition is a Moving Target

MARKETING

SALES

CUSTOMER SERVICE

FINANCE

EXTERNAL

Systems / Databases

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Data that is so large and complex it has outgrown the ability to aggregate and process it from a single database or repository.

The Definition is a Moving Target

MARKETING

SALES

CUSTOMER SERVICE

FINANCE

EXTERNAL

Systems / Databases

Customer Data

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• Big Data is all of the above

• It’s nebulous and it’s a marketers dream

• It involves IT, it involves new advances

in technology, it involves marketing

• Marketers have tremendous control over

the business case for Big Data

28

Software, Hardware, Concept, Strategy…?

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• It’s measurable

How big is Big Data?

1M Bytes

•GIGABYTE (GB)

1024 GB

•TERABYTE

1M TB

•EXABYTE

The worlds information is measured in Exabytes.

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Defining Big Data

Dimensions of Big Data

ITStrategy

Data Movement(ETL vs. ELT)

Real-TimeAnalysis

Structured & Unstructured Information

Visualization

Timeline in Context

Computing Power

Data too big for a single

database

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• Centralize Data – Automate Engagement– Business Rules– Channel agnostic communications– Web Analytics Data + Offline Data

• Shift in Marketing Role– Ability to converse with IT– Willingness to seek analytical questions– New roles

• Analytics and Measurement– Reporting and analysis in the hands of business users– Real-time

Implications for 2013 - Prepare

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CMO vs. CIO – Ding!

Lesson # 4

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• CMO and the credit card mentality

• IT making investments harder

• Revenue justifies spend still

New Dynamics Internally

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• CMOs should engage IT and the CIO in decisions

• Develop a roadmap for marketing technology investments, get IT support:– Justify investments with company objectives

• Educate yourself about big data, you are in the drivers seat in 2013 and beyond…

Implications for 2013

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Back to basics4 Cs as

important as 4 Ps

Lesson # 5

#AOWEB

Relevant, Timely, Personalized: Opens Wallets

Content

Context

Connection

Conversation4 Cs

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• Election Year– 1 Billion users on Facebook– Heavy dependence on digital channels

• For businesses social media still questionable– Key for B2B: Social & … [Email, Mobile, Video, etc.]

Social Media Finds a Permanent Residence

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Implications for 2013

Engage

Enrich

Entertai

n

• Questions• Polls• Surveys• Voting

• Targeted• Personalized

• Humor

It’s about more than just a brand presence on social media

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Armageddon is near

and it’s not because of the

Mayans…

Lesson # 6

#AOWEB

Most watched video on Youtube

845 Million Hits!

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Ride the Wave!

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• Reflecting on 2012 Best Practices

Lessons Learned from 2012

42

New Rules for Digital Engagement

#AOWEB

Starts with Data-Driven Decisions

Top Performers

Yes

65%

Everyone Else

Yes

39%

Does your organization regularly make marketing decisions using measurement and data?

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1. Customer experience defines a

competitive advantage

2. Bridge digital with offline

3. Content is king – inbound works

4. Segmentation can be automated

5. Generic messaging can actually hurt you

6. From inform to guide

New Rules of Digital Engagement

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Informing 2013 Marketing Plans

#AOWEB

Simplify and automate segmentation and engagement

Customers are channel agnostic, make it easy to engage

Understand big data, standardize reports to benchmark progress

Content, Context, Connection, Conversation

5 influencers are more beneficial than 1M followers

Impact of Digital Engagement on Marketing Plan46

Segmentation

Channel Mix

Measurement & Analytics

4 Cs

Focus on Influencers

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• Manual processes can’t scale the way customers are demanding to engage

• Automation doesn’t have to be complicated- in fact, Top Performers simplify processes

• There’s an analytical revolution brewing in marketing, and marketers are in control of the outcome

Key Takeaways

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Distributed Multi-Channel Marketing Deep Dive

Deep DiveThe New Rules of Digital Engagement in Marketing

(December 2012)

All registered attendees will receive a complimentary copy via Act-On!

Q&A

49

Thanks!

Ian MichielsGleanster @InsightFanatic