marketing technologies, tools and tactics by travis wright at how to web conference
TRANSCRIPT
Marketing Technologies, Tools, and Tactics in the Age of the Evolving MarketerTravis Wright | Chief Marketing Technology Officer | CCP Global | @teedubya
November 26th, 2015
Who is this Travis Wright dude?• Radio Disc Jockey at Age 13.• Stand-up comedian since 1995.• Web developer since 1996. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998.• Military Intelligence and Russian Linguist in the US Army.• Former Global Social Media Strategist – Norton / Symantec• Chief Marketing Technologist – CCP Global • Tech Journalist for CMO.com, MarketingLand, Business.com & others• Inc. Magazine Columnist – Tech Tools for Entrepreneurs• Hosting Venture Beat’s MarTech podcast launching in January-Feb.• @teedubya on Twitter
Silos and Silos of Data
@teedubyaccpglobal.com/howtoweb
@teedubya
• Ask & Answer the right questions
• Integrate marketing strategies
• Optimize your marketing mix
• Know your audience
• Recognize your customer
• Personalize customer journey
• Create a better user experiences
Data-Driven Marketing Making Smarter & More Impactful Decisions
@teedubyaccpglobal.com/howtoweb
Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey
@teedubya
MARTECHWOMEN
@teedubya’s Tools – ccpglobal.com/howtoweb
@teedubya#MARTECHSource: Experian 2014 Digital Marketer Report
@teedubya#MARTECH
• Beyond Integrated Marketing• Cross-device, Omni-channel• Real-time 1:1 Personalization• Ownership of all Data• Beyond Optimization• Awesomeization
The Holy Grail of Marketing
90% of people use multiple screens sequentially.
@teedubya#MARTECH
On average, smartphone owners check their device every 6.5 minutes and check
their phone over 150 times each day.
“To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.”
Josh Manion, Ensighten CEO and Founder
“To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.”
Josh Manion, Ensighten CEO and Founder
“To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.”
Josh Manion, Ensighten CEO and Founder
Ghostery @ghostery http://ghostery.com
@teedubyaccpglobal.com/howtoweb
Ghostery @ghostery http://ghostery.com
@teedubya#MARTECH
Ghostery @ghostery http://ghostery.com
@teedubya#MARTECH
@teedubya#GrowthBeat
What are Marketing Clouds? • Typically non-integrated solutions:• Many ‘best of breed’ solutions sit
outside of existing marketing clouds• Well defined data layer allows
companies to ‘build your own marketing cloud’
@teedubya#GrowthBeat
@teedubya
@teedubya
@teedubya
@teedubya
@teedubya
$11,222,000,000
Tag Management Brings Order to Marketing Chaos
A/B Testing Ad Networks
Affiliate Marketing
Email Marketing
Lead NurturingMarketing Automation
Voice of Customer
Analytics
Chat
Banner Ads
Personalization
Search Engine Marketing
Visitor Remarketing
Visitor Retargeting
Social Marketing
• A/B Testing• Ad Networks• Affiliate Marketing
• Email Marketing• Lead Nurturing• Marketing Automation
• Analytics• Banner Ads• Chat
• Personalization• SEM• Social Marketing
• Visitor Remarketing• Visitor Retargeting• Voice of Customer
@teedubya
Source: Tealium
ccpglobal.com/howtoweb
Tag Management System @teedubya
To Build: That is the Answer!
Tag Management Options
If you’re an SMBccpglobal.com/howtoweb @teedubya
Benefits
• “Siloed” solutions enhance one another
• Collect, Own and Act on your data everywhere
• Leverage Best-of-Breed solutions without vendor lock-in
• Omni-channel profiles
• Single line of code• Data onboarding &
syndication• 100% of technologies
supported
ENSIGHTEN DATA LAYER (EDL)Standardize and control data across all 3rd party clouds, platforms and tools
OPEN MARKETING PLATFORMHybrid Client-Server Technology
<script src=“//nexus.ensighten.com/YourID/Bootstrap.js”></script>
Priv
acy
Pul
se
One
Data Collection & Activation
App
s M
arke
t
Man
age
Mob
ile
Info
rm
Att
ributi
on
Tag Management & Testing
Ensighten @ensighten http://ensighten.com
Ghostery @ghostery http://ghostery.com
@teedubya#MARTECH
Ghostery @ghostery http://ghostery.com @teedubya#MARTECH
• Data is the Lifeblood for Digital Marketing
• Synchronized Data Definitions• Standardize and control data
distribution to partners & vendors• Better visitor attribution and
personalized insights
What is a Data Layer?
Think: Are your assets ‘automated’?
48
DataCollection
BigData
MarketingAction
Where fun stuff Happens
Look at your assets as Layers, Dimensions & Decisions
@teedubya
Retailers lose nearly $100 billion each year from poorly executed cross-channel marketing efforts.
Source: DataMonitor
@teedubya
Advanced Techniques Required To Optimize For Omni-ChannelPersonalization & Attribution
@teedubya
@teedubya
@teedubya
#SIC2013
AGILITY
#SIC2013
NOT AGILE
KNOW YOUR CUSTOMERS
@teedubya
Forrester Calls This Trend….The Age of the Customer
“Your company must become customer obsessed. You need to have a deep knowledge of and engagement with your customers.”
ccpglobal.com/howtoweb @teedubya
Up Close and Persona http://UpCloseAndPersona.com
ccpglobal.com/howtoweb @teedubya
ccpglobal.com/howtoweb @teedubya
WHY CONTENT MARKETING?
@teedubya
@JasonMillerCA
According to Adobe Research, Over 198 Million People Block Ads.
@teedubyaccpglobal.com/howtoweb
CONTENT PLANNING & RESEARCH
@teedubya
DivvyHQ http://DivvyHQ.com
Days Of The Year http://daysoftheyear.com
WordPress Editorial Calendar
Keyword research is foundation to contentMost people don’t do enough good quality keyword research.
@teedubyaccpglobal.com/howtoweb
Distilled University https://www.distilled.net/u/keyword-research/
Keyword Research
Tool name Tool link
Google Keyword Planner http://goo.gl/YfmvKd
Ubersuggest http://goo.gl/GVcJ8v
Google Trends http://goo.gl/s2l3Bj
Google Correlate http://goo.gl/ZEYoeM
Merge Words http://goo.gl/Ln2rrt
Word Tracker http://goo.gl/9X6Bqe
KeywordTool.io http://goo.gl/7V7TBo
Moz Keyword Research Tool http://goo.gl/5AeCgc
Distilled University http://goo.gl/ATQBFy
@teedubyaccpglobal.com/howtoweb
RESEARCH YOUR BUYERS KEYWORDS
UberSuggest http://ubersuggest.com
CONTENT CREATION
@teedubya
ccpglobal.com/howtoweb @teedubya
@teedubya
Help us Obiwan Contentobi – You’re our only hope.
ccpglobal.com/howtoweb @teedubya
@teedubya
GREAT WAYS TO ORGANIZE CONTENT
@KMULLETT
CONTENT CURATION
@teedubya
@teedubyaccpglobal.com/howtoweb
Sharing is Caring…
@KMULLETT
@teedubyaccpglobal.com/howtoweb
Nuzzel @Nuzzel http://nuzzel.com
@teedubya
BuzzSumo @buzzsumo http://buzzsumo.com
ccpglobal.com/howtoweb
CONTENT SCHEDULING & DISTRIBUTION
@teedubya
Bulk Buffer http://bulkbuffer.com @teedubya
Start a Fire @startafire? http://www.startafire.comccpglobal.com/howtoweb @teedubya
@teedubya
Snip.ly @sniply http://snip.ly
CONTENT PAID AMPLIFICATION
@teedubya
@teedubya
Facebook Graph Search opens up many different opportunities, BRO.
@teedubya
Snip.ly @sniply http://snip.ly
2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!!
Starbucks Inception
Wal-Mart
7,125 Wal-Mart HQ execs and employees. Results: 1,108 clicks. 15.5% CTR!!
Wal-Mart Inception
Interest Graph Actions on Content
ccpglobal.com/howtoweb @teedubya
ccpglobal.com/howtoweb @teedubya
ccpglobal.com/howtoweb @teedubya
Native Adverti$$$ng
ccpglobal.com/howtoweb @teedubya
PROMOTION AND INFLUENCER OUTREACH
@teedubya
@teedubya
Advocate Engagement Platforms
ccpglobal.com/howtoweb
GetLittleBird @GetLittleBird http://www.GetLittleBird.com
@teedubya
BuzzSumo @buzzsumo http://buzzsumo.com
ccpglobal.com/howtoweb
@teedubyaConspire @Conspire http://conspire.com
@teedubyaOutreach @Outreach_io http://outreach.io
BuzzStream @Buzzstream http://www.BuzzStream.com
@teedubyaVoilaNorbert @VoilaNorbert http://VoilaNorbert.com
@teedubya
Lead IQ @leadiq http://leadiq.io
#kciabcbcshttp://GetLittleBird.comNimble @nimble http://nimble.com
COMPETITIVE ANALYSIS & MEASUREMENT
@teedubya
@teedubya
TrackMaven @trackmaven http://trackmaven.com
ccpglobal.com/howtoweb
Moz Open Site Explorer – Moz
ccpglobal.com/howtoweb @teedubya
http://klear.com [formerly Twtrland]
NerdyData @nerdydata http://nerdydata.comccpglobal.com/howtoweb @teedubya
Over 2000 Marketing TechnologiesOver 40 Categories
And Growing….
@teedubya’s Tools – ccpglobal.com/howtoweb
@teedubya
Open Graph www.ogp.me Percolate www.percolate.com
Social Bro www.socialbro.com HARO www.helpareporter.com
Muck Rack www.muckrack.com GroupHigh www.grouphigh.com
Buzzstream www.buzzstream.com 17 Content Templates bit.ly/17templatesTwitter Cards www.dev.twitter.com/cards
SimplyMeasured www.simplymeasured.comThe Advanced Guide to Content Marketing
bit.ly/advcontent
@teedubya
17 Killer Content Templates: bit.ly/17templatesTwitter Chat Master List: http://bit.ly/TwitterChatMasterFeature your Brand on Tumblr: http://brands.tumblr.comComplete Guide to Twitter Cards: dev.twitter.com/docs/cardsThe Advanced Guide to Content Marketing: bit.ly/advcontentAJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resourceThree Very Handy Content Marketing Tools: http://www.siegemedia.com/toolsThe Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOjThe Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategiesThe Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-croThe Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-PlannerDana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfwHubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personasAnnie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketersThe Web Developer’s SEO Cheatsheet 2.0 http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-editionPaddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html
@teedubya’s Mind Blowing Tools – ccpglobal.com/howtoweb
@teedubya 124
#SIC2013@teedubya http://ccpglobal.com/howtoweb [email protected]