the content continuum: part 1

THE CONTENT CONTINUUMPART ONE

DEVELOPING MOTIVATION-BASED AUDIENCE SEGMENTS

TO DRIVE CLIENTS’ CONTENT STRATEGY

SUSAN BAIER

AUDIENCE AUDIT INC.

DIGITAL AGENCIES HAVE IT GOOD

SOCIAL MEDIA

WEB DEVELOPMENT

EMAIL

SEOPAY-PER-CLICK

MULTICHANNEL MARKETING

MEASURABLE RESULTS

RELEVANT CONTENT MATTERS

THE RIGHT INFORMATION

TO THE RIGHT PERSON

AT THE RIGHT TIME

USING THE RIGHT MEDIUM

BRITOPIAN.COM

REVELANCE RELIES ON UNDERSTANDING

HOW DO WE LEARN WHAT’S RELEVANT?

COMMON APPROACHES

LIMITED (& BIASED)

WHAT THEY BUY DOESN’T

TELL YOU WHY THEY BUY

(SAME WITH CLICKING)

DON’T EXPLAIN PURCHASE

MOTIVATION, NOT CUSTOMIZED

NOT STATISTICALLY RELIABLE

TRANSACTION DATA

CLICK DATA

DEMOGRAPHICS/PSYCHOGRAPHICS

FOCUS GROUPS

CLIENT EXPERTISE (OUCH!)

PERSONASA GREAT TOOL...

PERSONAS...BUT OFTEN BASED ON A GUESS.

GETTING REAL

QUANTITATIVEATTITUDINALAUDIENCESEGMENTATION

STATISTICALLY RELIABLE, UNLIKE FOCUS GROUPS

BASED ON NEEDS AND MOTIVATIONS, NOT

DEMOGRAPHICS OR PAST PURCHASE BEHAVIOR

YOURS!(NOBODY ELSE’S)

MULTI-FACETED, DIFFERENTIATED GROUPS

KEY PRINCIPLES

BUILD IT FROM SCRATCH

MULTIPLE RESPONDENT GROUPS

BEST PRACTICES IN SURVEY DEVELOPMENT

SEGMENTS BASED ON ATTITUDES/NEEDS

DON’T PRE-DETERMINE YOUR SEGMENTS!

STATISTICAL RELIABILITY

BE OPEN TO THE GOOD, BAD & UGLY

REAL-LIFE EXAMPLES

ESSCENTUAL BRANDS

HOME FRAGRANCE/DECOR MULTICHANNEL RETAILER

SEGMENTATION INSIGHTS APPLIED TO CONTENT STRATEGY

(WEB, EMAIL, PPC, SEO)

RESULTS:

ONLINE REVENUE +500% IN ONE YEAR

SALES FROM ORGANIC SEARCH MORE THAN DOUBLED

PPC CAMPAIGN GENERATED 500% ROICUSTOMER FILE GREW FROM 1,500 TO 20,000

AUDIENCEAUDIT CLIENT

STERLING COMMERCE

FINANCIAL TECH COMPANY PROVIDING SECURITY FOR BANKING INDUSTRY

SEGMENTATION APPLIED TO EMAIL PROSPECTING

ADDRESSED RECIPIENT MOTIVATION VS. COMPANY DEMOGRAPHICS

RESULTS:

4X BETTER LEAD-GENERATION RESPONSE (OPENS)1.2X BETTER CONVERSION

SOURCE: MARKETING SHERPA

BEST BUY

110 STORES ADAPTED TO RESPOND TO CUSTOMER SEGMENTS IN

2005

EMPLOYEES TRAINED TO IDENTIFY CUSTOMERS’ SEGMENTS AND CUSTOMIZED THEIR APPROACH

RESULTS:

85% PROFIT GAIN IN FIRST QUARTER AFTER LAUNCH

CONVERTED STORES 2X THE SALES GAINS VS. CONTROL IN

FIRST 3 MONTHS

SOURCE: MICROSOFT DYNAMICS

BEST BLOOMS(AN IMAGINARY EXAMPLE)

PHOTO: UWE HERMANN

BEST BLOOMS OVERVIEW

ONLINE AND BRICK & MORTAR

AVERAGE CUSTOMER:

10 PURCHASES/YEAR, $44 EACH

45% ARE FEMALE

ROSES #1, FOLLOWED BY SEASONAL ARRANGEMENTS

68% SHIP TO ANOTHER ADDRESS

SEGMENTATION OFFERSMORE INSIGHT...

GIFTERS21%

DECORATORS23%

LOSERS20%

LOVERS36%

LOVERSBUY TO SAY THEY CARE

AVERAGE PURCHASE

PURCHASES/YEAR

# OF RECIPIENTS

ANNUAL VALUE

$40

4

2

$160

PHOTO: ROBERT DOISNEAU

LOSERSBUY TO APOLOGIZE

AVERAGE PURCHASE

PURCHASES/YEAR

# OF RECIPIENTS

ANNUAL VALUE

$25

12

8

$300

PARAMOUNT PICTURES

AVERAGE PURCHASE

PURCHASES/YEAR

# OF RECIPIENTS

ANNUAL VALUE

$120

6

1

$720

THENATESHOW.COM

DECORATORSBUY FOR THEIR HOME

GIFTERSBUY TO IMPRESS

AVERAGE PURCHASE

PURCHASES/YEAR

# OF RECIPIENTS

ANNUAL VALUE

$35

26

20

$910

SOUTHLAND BUSINESS NEWS

GIFTERS21%

DECORATORS23%

LOSERS20%

LOVERS36% GIFTERS

44%

DECORATORS34%

LOSERS14%

LOVERS8%

AUDIENCE REVENUE POTENTIAL

ACQUISITION RETENTIONREVENUE POTENTIAL

EASY TO PLEASE

YOU CAN WIN VS. THE COMPETITION

LESS REVENUE POTENTIAL

HARDER TO PLEASE

YOU CAN’T BEAT THE COMPETITION

PICK YOUR TARGETS

GO GET MORE! KEEP THOSE YOU HAVE

GIFTERS44%

DECORATORS34%

LOSERS14%

LOVERS8%

TARGET AUDIENCES

ACQUISITIONSEGMENTS

RETENTIONSEGMENTS

WHAT’S IMPORTANT

LOVERS

ROSESDRAMATIC PRESENTATIONCONSISTENCY

LOSERS

SAME-DAY AVAILABILITYVARIETYPRICE

DECORATORS

DECOR-FRIENDLY APPEARANCESEASONAL ARRANGEMENTSINSPIRATION

GIFTERS

SIGNIFICANCE & SCENTDECORATIVE PACKAGINGRETURN POLICY

QUALITY FLOWERS WYSIWYG

NOW WHAT?

TARGETED EMAILSSMARTER SEOMETRICS BY SEGMENT

NEW PROSPECT SOURCES

BETTER CONVERSION

PRODUCT DEVELOPMENT

RELEVANT MESSAGINGBETTER PPC RESULTS

IMPROVED CUSTOMER

SATISFACTION

COMPETITIVE AMMUNITION

THE CONTENT CONTINUUM

RELIABLEINSIGHT

NEEDS-BASED CONTENT STRATEGY

RELEVANT CONTENT

METRICS

THE CONTENT CONTINUUM, PART TWO

MOTIVATION TO MESSAGE: USING SEGMENTATION

TO CREATE A USER-CENTERED CONTENT STRATEGY

JANUARY 26, 2011

SARA WACHTER-BOETTCHERDIRECTOR OF INTERACTIVE CONTENT & MARKETING STRATEGY

OFF MADISON AVE

QUESTIONS?SUSAN BAIER

AUDIENCEAUDIT.COM

SUSAN@AUDIENCEAUDIT.COM

@SUSANBAIER