The document summarizes answers to 8 common digital marketing questions from CMOs. It discusses how digital should be part of an overall marketing mix with the consumer at the center. It also discusses connecting in the right digital places by focusing on audiences over platforms, understanding a consumer's journey and how digital fits in each stage, creating content that works across devices, approaching mobile by identifying goals and audience needs, the value of online video in extending TV reach but not replacing it, tools for managing and measuring social media, and defining engagement metrics like satisfaction, efficacy, recency and frequency.

1. 8
Digital
Questions
The eight most common questions
we’ve gotten from CMOs this year
(and how we answered them).

2. 8 Digital Questions
How should I navigate digital as part of my overall mix?
How do we ensure we’re connecting in the right digital places?
What role should digital play in my consumer’s journey?
How do I get my content working on smartphones and tablets?
How should we approach mobile?
What’s the value of online video?
Are there tools that can manage and measure my social media?
How do you measure “engagement”?
A good partner listens. A great partner listens, finds the answer, then shares that learning throughout the organization.

3. Q: How should I navigate digital as part of my
overall mix?
A:
A guiding principle is to keep
the consumer at the center
of everything you do. What
you spend in digital is less
important than how it helps
to strengthen the consumer
connection. It might play a
very specific role, or it might
lead communications across
paid, owned, earned and
shared media.

4. Q: How do we make sure we’re connecting in the
right digital places?
A:
In a highly fragmented
ONLINE landscape, what you choose
DISPLAY
TV
Trust: 57
Scale: 100
Trust: 0
Scale: 70 not to do is as important
FACEBOOK
as where you choose to
Trust: 13
Scale: 17 invest. The first step in any
successful digital marketing
MAGAZINES
Trust: 61
SITE
Trust: 100 program is audience research.
Scale: 15
TWITTER
Trust: 13
NEWSPAPER
Trust: 74
Focus on people over
Scale: 0
YOUTUBE
Scale: 19
platforms and devices. Then
Trust: 13
Scale: 10 select channels that offer
ONLINE SEARCH
Trust: 26 RADIO
scale and trust. Set aside
Scale: 50 Trust: 43
Scale: 52 some budget to test and learn
from new opportunities.
Source: Forrester

5. Q: What role should digital play in my
consumer’s journey?
A:
The digital landscape
Awareness
is chaotic. Take time to
understand and chart your
Consideration
consumer’s persona and their
expectations along the entire
Intent
journey.
Purchase
Understand which media
Support
connections are most relevant
(and why) during each phase
Loyalty
of the journey. Create or
curate content experiences
Advocacy
that capture their attention
and keep them engaged.

6. Q: How do I get my content working on tablets
and smartphones?
A:
By next year, half of all
internet traffic will be mobile.
But focus on people, not
devices.
Create content in ways that
can be easily distributed
across platforms. Identify
and prioritize content that is
consistent across all contexts.
Supplement that with content
that harnesses specific
contexts and technologies.

7. Q: How should we approach mobile?
A:
Like any other channel in
your mix:
?
• Identify business goals
• Determine your audience
needs and what value your
brand can create in mobile
• Evaluate relevant platforms

8. Q: What’s the value of online video?
A:
comScore reports that Americans
watched a record-breaking 10
billion online video ads in May
2012.
Attitude of Brand Advertisers and Agencies in North America
Toward Online Video Ads vs TV Ads, 2011 & 2012 Digital can extend the reach
% of total of TV, but it isn’t necessarily a
2011 substitute for TV (though that’s
56% 11% 33%
how many brands are using it).
2012
62% 10% 28% TV provides unmatched scale.
Online video is a direct complement to TV But digital video provides
Online video is a replacement for TV
Neither context. And context allows
Source: Adap.tv and DIGIDAY, “Video state of the Industry Report, Q1 2012,” April 16 2012 brands to engage in more
relevant ways.

9. Q: Are there tools that can help me manage and
measure social media?
A:
Most tools monitor conversations,
and allow you to measure
specific campaigns. Some tools
include the ability to tap into the
community in real time to gain
insights in minutes, so you can
move beyond monitoring and
capitalize on them.
Here are a few we’ve evaluated
for clients (some offer free trials).
http://simplymeasured.com
http://www.sysomos.com
http://www.conversition.com
http://www.eloqua.com

10. Q: How do you measure engagement?
A:
“Engagement” is a fuzzy term
that gets tossed around a lot
in agency circles. Here are
a few examples that make
“engagement” more concrete:
Satisfaction – Were they pleased?
Efficacy – Did they accomplish their goal?
Recency – When did they visit last?
Frequency – How often do they come back?
Duration – How long do they stay?
Interaction – Did they do what you asked?
Virality – Have they told anyone about you?
Rating/Review – What do they say about you?
Engagement is an estimate of the
degree and depth of visitor interaction
against a clearly defined set of goals.

11. Jeff Maggs, Chief Client Officer Rich Fabritius, Managing Director
jmaggs@brunnerworks.com rfabritius@brunnerworks.com
Rick Gardinier, Chief Digital Officer
rgardinier@brunnerworks.com
© 2012 Brunner.