2. WHO
WE
CONFIDENTLY CREATIVE.
We innovate, nurture and execute upon ideas that not
only maximize engagement but optimize revenue
generation and business goals. Bolstered by sound
digital strategy and sophisticated analytics, our work is
confidently creative.
ARE
8. Recovering Economy
WHY HIGH
TURNOVER? New Technologies or
Engagement Channels
Emerging Issues
& Challenges
Internet Influence
Facing Marketers and Voice
in 2011
SOURCE: CMO COUNCIL
New Talent and Skill
Set Requirements
9. Social Media &
Web 2.0 Strategy
WHY HIGH Customer Data
TURNOVER? Analytics
Continuing Education: Competitive Strategy
Development
Where CMOS look
to add skills or
Global Strategy
competencies Market Entry and
SOURCE: CMO COUNCIL Market Development
Web Metrics
and Measurement
10. Growth
Dollars and Cents Significantly decreasing
Budgets shift from traditional to digital Somewhat decreasing
Staying the Same
Q: What % of your overall marketing budget Somewhat increasing
Significantly increasing
was invested in digital channels in 2011 vs 2012?
Paid Digital Media Paid Traditional Media Earned/Owned Media
42 40 41
33
27 26
25
18
12 11
8 7
4 4 2
11. Growth 71% Retail
Adoption 41% Travel/Tourism
Industries showing
strongest growth
38% Financial
in use of digital
technology
Source: SoDA Digital Marketing
30% CPG
Outlook Report 2012
30% Medical
29% Automotive
19% Non-profit/arts
15% Government
12. Opportunity
The Evolution of Digital’s Role:
Digital now defines strategy
Source: SoDA Digital Marketing Outlook Report 2012
17. Sell More Product
Drive More Leads
Create More Brand
DEFINE
Awareness
Increase Advocacy
Increase Donations
SUCCESS
18. ASK
YOURSELF
What is the reason for this initiative?
What do you hope to accomplish?
How will you judge its success?
What are the 3 most important actions a customer should take?
What is your fundamental point of differentiation?
What is the maximum $ you can spend to acquire a customer?
19. BUSINESS
OBJECTIVES
Increase online sales
Increase customer retention
Attract “prospects” / new customers
Increase Frequency of Purchase
Lower inbound call volume
Increase share of voice
Share Business Value Proposition
Drive offline action
22. KPIs
Key Performance Indicators
Defining measurable KPIs is foundational
to digital marketing programs
Awareness Engagement
Visits from search engines Content downloads
Referrals from social media Content shares
Blog & online news mentions Visit services page
Conversion Loyalty
Lead submission via email Engagement with emails
Lead submission via phone RSVPs for seminars
Download White Paper Retweets
25. E-COMMERCE
Purchase Product
Add to Cart
Use Store Locator
Share via Facebook
Like on Facebook
Sign up for Newsletter
Add to Wishlist
Check Shipping & Return Info
Engage with Live Chat
Request Catalog
26. MEDIA
Download Media Kit
Contact Sales
Share via Twitter
Share via LinkedIn
Download Press Release
Download White Paper
View Case Study
Call Sales via Tracked Number
Sign up for Newsletter
Follow Brand on Twitter
27. NONPROFIT
Donate
Share via Facebook
Share via Twitter
Share via Email
Sign up for Newsletter
Advocacy/Take Action
FB Like Page
Subscribe via RSS
Become a Member
Volunteer
29. INSURANCE
Get a Quote
Share via Email
Share via Facebook
Share via Twitter
Sign up for Newsletter
Request Call Back
Use Planning Tools
Engage with Career Center
Learn about a Product Line
Consult an Agent
30. FINANCIAL
SERVICES
Download Prospectus
Find an Adviser Near Your
Share via Facebook
Share via Twitter
Download White Paper
View Case Study
Submit Lead Gen Form
Sign up for Newsletter
Contact Us
Download a Resource
31. PUBLISHING
Sign up for Newsletter
Share via Facebook
Share via Twitter
Like Site on FB
Like Article on FB
Comment on Article
View > X Pages/Visit
Be a Return Visitor
Advertise with Us
Avg. Time on Site > X
35. KPIs
METRICS
DIGITAL STRATEGY
PROCESS
OVERVIEW
36. KPIs
Increase Revenue
METRICS
Increase Conversion Rate
Increase Avg. Order Value
Increase Site Traffic
Increase Reorder Rate
Increase Per Visitor Value
Increase Sharing
37. MORE ABOUT
METRICS
1, 2, 3
VS
Counter Metrics Ratio Metrics
# of Visits Conversion Rates
# of Page Views Newsletter Signup Rate
# of Whitepapers Downloaded Average Time on Site
38. SITE
STRATEGY
INCREASE CONVERSION RATE TO X
INCREASE DEPTH OF VISIT TO Y
INCREASE ONSITE SHARING BY Z
39. SOCIAL
STRATEGY
INCREASE ENGAGEMENT BY X
DECREASE NEGATIVE POST BY Y
INCREASE WORD OF MOUTH BY Z
40. EMAIL
STRATEGY
INCREASE OPEN RATES BY X
INCREASE CTR BY Y
INCREASE SIGN UPS BY Z
45. SAMPLE
CONVERSION
FUNNEL VISITORS TO WEBSITE:
10,000 TOTAL VISITORS TO THE SITE
60% Visit Shopping Area
100% of Visitors
30% Place Item in Cart
3% Make a Purchase
54 VISITORS COMPLETE GOAL
46. ACQUISITION
Digital Sales Funnel
Understanding what it takes to acquire a customer
General Head Terms Award Industry Blogs / Thought Editorials or
(i.e NY Digital Agencies) Sites Leadership Referral Sites
Awareness
Category or Specific Terms
(i.e Digital Marketing Agencies Mentions on Twitter/Facebook
NY) Research &
Compare Stage
Targeted Category LinkedIn Ad
Campaigns
Ready to Follow on Twitter/LinkedIn
Specific Branded Terms
Buy Stage
Direct Visits (Bookmarked) Reputation Review through Peers
56. E-COMMERCE
CHANNEL
ATTRIBUTION
Source E-Com Rev/Visitor Other Goal Value Last Click Total Value
Facebook $1.70 + $4.56 = $6.26
Twitter $0.80 + $0.61 = $1.41
Pinterest $1.50 + $3.09 = $4.59
Huffingtonpost $7.00 + $4.01 = $11.01
57. YOU CAN’T
OPTIMIZE
WITHOUT DUE
CREDIT
Expert Tip:
Don’t sell your digital
marketing successes short - -
understand how multi-channel
touchpoints should be
MULTI-CHANNEL attributed to conversions.
ATTRIBUTION
How Multiple Channels
Affect Conversions
64. SAMPLE DIVIDE AND
SEGMENTS COMPARE
There’s no shortage of ways to
segment your data. Some
common segmentations are:
•International VS Domestic
•Paid Traffic VS Earned Traffic
•New VS Return Visitors
•Mobile VS Desktop
•Converting VS Non-Converting
71. WHAT DO WHAT BRANDS
ORGANIZATIONS WANT TO
MEASURE VS.
MEASURE? ACTUALLY
MEASURE
There is great disparity in what
brands deem important vs.
what they actually measure.
The top two?
1. Social ROI
2. Brand Sentiment
72. BRAND EXPERT TIP:
SENTIMENT
There are many tools to
assist with brand
sentiment measurement - -
but ultimately, sharp
oversight of automatic
tools is still needed to
ensure tone of voice and
sentiment is accurately
accounted for.
This sample to the left
shows an incorrectly
tagged “negative” post.
