stewart rogers - venture beat - stop being a magpie & start being an owl
TRANSCRIPT
Marketing Technology Stop being a magpie.
Start being an owl.
Stewart Rogers @TheRealSJR
marketing technology insight.venturebeat.com
LCD
Data
Data
small data
big data
Why martech?
Why martech?
Why martech?
Story telling
Demand gen
vs Lead gen
Demand gen
Lead gen
Demand gen
Lead gen
In reality
Demand gen
feeds
Lead gen
Lead gen
Demand gen
Introducing...
Introducing...
Where are your prospects?
1.49bn
250m? 364m
304m 400m
Who cares?
Where are your prospects?
Active Users
Active users don’t
matter. Where does your
audience live? That’s
what matters.
Building mountains
Building mountains
What about the shovels?
MinerwithPick,ShovelandPan,c.1850.Photofromthecollec1onofMa5hewR.Isenburg
The chasm
Warning signs
Fresh products
Growing
Shiny object #1
Long Tail
Very Long Tail
Very Long Tail
Don’t despair.
Even doing moderately
well in social media can
pay off for most businesses...
Which platforms do you use?
Which platforms do you use?
Sales
Marketing
Which platforms are most important?
Sales
Marketing
Will SoMe usage increase/decrease in 2015?
Shiny object #2
Apps, lots of apps
Apps, lots of apps
Fast, not different
In other words, mobile is a
normal marketplace.
The winners win big, and the
losers lose big.
All about data
Mostp
opular • Freemium
• Inters11als• Videoads• Bannerads
Leastp
opular
• Surveys• Real-worldrewards• Lockscreenads• Subscrip1ons• Paiddownload• Affiliate/e-commerce• No1fica1onads
• Textads• Offerwalls• Appwalls
Leasteffec/ve Mosteffec/ve
Shiny object #3 to #2,600
Be like an owl
ROI
Salaries
Salaries
Usage
Usage
TCO Data
Averagesession
Timebetweensessions
Hoursperyear
Averageexpenseperannum
Perceivedexpense
TCO Data
Offenders
Offenders
CRM
CRM
CRM
CRM
CRM
CRM
Perception
Perception
Reality
Reality
Techniques
A/Bsplittes1ng
Data driven marketing
Techniques
A/Bsplittes1ng
MoreimportantthananyotherCROresult
Results
Techniques
Mul1variatetes1ng
MVT
Techniques
Mul1variatetes1ng
ROIfromthehighestratedMVTtool
Results
Techniques
Analy1cs
Measure
Techniques
Analy1cs
GrowthinGoogleAnaly1csusewithin3yearsNowat59%ofallbusinesswebsites
...for free
Techniques
Funnelanalysis
Winners
Techniques
User/experttes1ngandfeedback
Ask questions
Why CRO?
Why CRO?
Why CRO?
Because...
Survey results
CRO market
Survey results
Costs
Survey results
Ofthosespending$500+permonthareSMEs
Corporations?
ROI analysis
The real reason
Email marketing
Email marketing
Email marketing
Email marketing
Average ROI
In summary...
In summary
In summary...
In summary
In summary...
In summary
In summary...
In summary
use marketing technology! insight.venturebeat.com
Q&A Stewart Rogers @TheRealSJR