is my digital marketing strategy still relevant in 2016?
TRANSCRIPT
![Page 1: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/1.jpg)
Is my digital marketingstrategy still relevant
in 2016?
© 2016 Capstrat, LLC All rights reserved.
#CapstratDigital
![Page 2: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/2.jpg)
IntroductionsJon BarlowSVP, Group Digital [email protected]: jbarlow
Shane JohnstonEVP, Client [email protected]: shanetjohnston
![Page 3: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/3.jpg)
Technology shift and disruption• Drives significant change in digital
communications
• Affects your audience and how they consume your message
• Threatens your effectiveness as a marketer
• Results need to be measurable and objective
![Page 4: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/4.jpg)
Disruption Your audience
![Page 5: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/5.jpg)
Inundated with brand messages
![Page 6: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/6.jpg)
Fragmentation of media channels
![Page 7: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/7.jpg)
The US adult email audience will reach 203.8 million by 2017.Source: eMarketer
![Page 8: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/8.jpg)
Most popular online activities
![Page 9: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/9.jpg)
72% of all internet users are active on social media.Source: Pew Research and KPCB
![Page 10: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/10.jpg)
But social media extends traditional mediaBut, social media extends traditional media
HP research found that 72% of sources retweeted most were from traditional media
Top 9 Retweeted Users
![Page 11: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/11.jpg)
80% of all Internet traffic in 2019 will be video.Source: Cisco 2015
![Page 12: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/12.jpg)
It would take an individual over 5 million years to watch that amount of video.
![Page 13: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/13.jpg)
62% of Millennials feel that online content drives brand loyalty.Source: NewsCred
![Page 14: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/14.jpg)
73% of people surveyed wouldn’t care if the brands they used disappeared from their lives. Source: Co.Exist
![Page 15: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/15.jpg)
Customer service interactions are nearly four times more likely to lead to brand disloyalty than loyalty.Source: CEB Research
![Page 16: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/16.jpg)
Disruption Your marketing strategy
![Page 17: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/17.jpg)
CMO.com
![Page 18: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/18.jpg)
![Page 19: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/19.jpg)
Customer experience and journey1. The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch point.
2. Consumers add or subtract brands as they evaluate what they want.
3. Ultimately, the consumer selects a brand at the moment of purchase.
4. After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey.
![Page 20: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/20.jpg)
Media convergence
![Page 21: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/21.jpg)
![Page 22: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/22.jpg)
![Page 23: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/23.jpg)
Technology can’t save a bad marketing idea.
![Page 24: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/24.jpg)
Destinations
Communications
Optimizations
![Page 25: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/25.jpg)
RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
![Page 26: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/26.jpg)
CONTENT
INBOUNDMARKETING
OUTBOUNDMARKETING
![Page 27: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/27.jpg)
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUNDMARKETING
OUTBOUNDMARKETING
RESEARCH AND INSIGHT
![Page 28: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/28.jpg)
RESEARCH AND INSIGHT
AUDIENCE
PAID
OWNED EARNED
CONTENT
INBOUNDMARKETING
OUTBOUNDMARKETING
DESTINATIONS COMMUNICATIONS
MEASUREMENT AND OPTIMIZATION
![Page 29: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/29.jpg)
DIGITAL MARKETING STRATEGY Your plan for engaging with customers online
![Page 30: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/30.jpg)
What does a digital strategy contain?• Audience insights and data analysis
• Strategy framework
• Digital scope of effort
• Implementation and measurement
• Governance
![Page 31: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/31.jpg)
Audience insights and data analysis• What is the “state of the state”?
• Consumer insights
• Data-driven persona development
• Customer journey mapping
• Competitive audit and analysis
• Review of all digital channels and tactics
• Review of past business/brand performance
• Marketing technology audit and analysis
![Page 32: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/32.jpg)
Digital strategy framework• What are we trying to accomplish?
• What’s the big idea?
• How do we align the idea with corporate objectives?
• What can we improve from past efforts?
• What are the Key Performance Indicators (KPIs) that will denote success?
• How will we get there?
• What’s the optimal ratio between generating demand (Communications) and personalized customer experience (Destinations) that will achieve our objectives?
• How will we measure and optimize our conversion funnel and the content that flows through it?
![Page 33: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/33.jpg)
Digital scope of effort• The blueprint has been drawn, so now how
do we build the house?
• Most common digital tactics and channels
• Website/Mobile application
• Digital advertising and SEM
• SEO
• Email/CRM
• Social
• At this point, you should also be focusing on filling the funnel with content
• Who, what, how and when
![Page 34: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/34.jpg)
Implementation and measurement• Did we make an impact?
• Measurement framework
• Visualize your conversion funnel and look for leaks
• Test and optimize
![Page 35: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/35.jpg)
The total measurement framework
Measurement frameworks help visualize strategic initiatives for every marketing objective and how each will be measured to prove success.
![Page 36: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/36.jpg)
Visualize and optimize your conversion funnelSuspects
* Based on B2B industry averages/benchmark developed by NetProspex
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
Closed Deals
Avg. Size of Sale
2016 Marketing-Generated Revenue Goal
$$$$$$
x $$$$
2%
4%
67%
47%31%Closed Deals
Suspects
Prospects
Marketing Qualified Lead
Sales Accepted Lead
Sales Qualified Lead
![Page 37: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/37.jpg)
Test and optimize
![Page 38: Is My Digital Marketing Strategy Still Relevant in 2016?](https://reader035.vdocument.in/reader035/viewer/2022062503/58d0cb151a28ab866c8b61a9/html5/thumbnails/38.jpg)
Governance• Oversight and management are keys
to long-term sustainability and success of the strategy
• Key aspects of a digital marketing governance plan include:
• Team structure and individual member roles
• Established policies and SOPs
• Policies and SOPs are about managing risk and budget
• Set standards and guidelines (i.e., design, development, content, technology)