Ektron London Conference: The Changing Face of Digital Marketing
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Bob Canaway, Vice President of Marketing – Ektron. In the new arena of digital marketing, what's important is to focus on the buyer's journey, not the seller's aagenda.
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Ektron London Conference: The Changing Face of Digital Marketing
- 1. Bob Canaway Vice President of Marketing – Ektron bob.canaway@ektron.com – @bobcanaway The Changing Face of Digital Marketing
- 2. Copyright © 2013 Ektron, Inc. IT ALL STARTED WITH THIS GENT • Born 1948 • First internetworked computers 1950 • ARPANET Carries Packets in 1969 • Email starts in the 70s and takes off in 80s
- 3. Copyright © 2013 Ektron, Inc. THEN IT STARTED GETTING INTERESTING Invented the first Web browser, editor and Web server Invented the World Wide Web • Developed it to “share information” Sir Tim Berners-Lee
- 4. Copyright © 2013 Ektron, Inc.
- 5. Copyright © 2013 Ektron, Inc. THE AGE OF ANY-NEW- MARKETING WORKS Fortunes are made Domain names gobbled up Email becomes a force Message groups SEO My Space Social
- 6. Copyright © 2013 Ektron, Inc. MASS CONSUMERIZATION The first video on YouTube, uploaded at 8:27 P.M. on Saturday April 23rd, 2005. The video was shot by Yakov Lapitsky at the San Diego Zoo.
- 7. Copyright © 2013 Ektron, Inc. FAST FORWARD
- 8. Copyright © 2013 Ektron, Inc.
- 9. Copyright © 2013 Ektron, Inc. THE BUYER HAS CHANGED • Savvy, noise resistant, information seekers • Informed, social, & earned vs. bought 78% start their research with search 78% view vendor websites 4+ pieces of content 5576 emails ~ Exec 10x
- 10. Copyright © 2013 Ektron, Inc. CONVERSION: WHAT YOU WANT TO HAPPEN Awareness Consideration Close Visitor
- 11. Copyright © 2013 Ektron, Inc. CONVERSION: WHAT REALLY HAPPENS Awareness Consideration Close Visitor
- 12. Copyright © 2013 Ektron, Inc. FOCUS ON THE BUYER’S JOURNEY Not the seller’s process Content Marketing Drives Engagement
- 13. Copyright © 2013 Ektron, Inc. INBOUND WEBSITE Attract Unknown Blog Keywords Social Media Convert Visitors Targeted CTAs Landing Pages Forms Close Leads MAP + CRM Integration Targeted Content Social Networking Delight Customers Targeted CTAs MAP + CRM Integration Customer Service
- 14. Copyright © 2013 Ektron, Inc.
- 15. Copyright © 2013 Ektron, Inc.
- 16. Copyright © 2013 Ektron, Inc.
- 17. Copyright © 2013 Ektron, Inc.
- 18. Copyright © 2013 Ektron, Inc.
- 19. Copyright © 2013 Ektron, Inc. Data Scientist ROLES ARE BLENDING Content Author Digital Marketer
- 20. Copyright © 2013 Ektron, Inc. AVAILABLE DATA IS GROWING CMS CRM Marketing Automation Analytics ERP Enterprise Repositories Does this look familiar?
- 21. Copyright © 2013 Ektron, Inc. HOW TO GET THERE Unified Data Intent Actionable view of your customer
- 22. Copyright © 2013 Ektron, Inc. Must Have Attributes • Is a customer • With X products • In Canada Nice to have • Responded to upgrade campaign Must Have Attributes • Is a prospect • In the Healthcare industry Target content “Great web experiences in your patient portal” webinar Target content “Getting the most out of your CMS” eBook Personas
- 23. Copyright © 2013 Ektron, Inc. PERSONA BEST PRACTICES • Understand the visitor’s attributes, goals & behaviors • Interview + Observe • What is the target buyer’s role within an organization? • Which of their business goals are relevant to your products & expertise? • What current industry issues could impact their ability to reach their goals? • Design personas based on the current stage in their decision making process • Build personalized set of site features and content to guide them through the buying journey
- 24. Copyright © 2013 Ektron, Inc.
- 25. Copyright © 2013 Ektron, Inc. CONTENT TARGETING Verb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
- 26. Copyright © 2013 Ektron, Inc. TARGET THAT CONTENT Content targeting Desired business results
- 27. Copyright © 2013 Ektron, Inc. WAYS TO TARGET CONTENT Anonymous Visitors • Geo-location • Search term • Industry • Company • Device type Known Visitors • Geolocation • Search terms • Industry • Company • Title • Role • Customer status • Social graph • Behavioral attributes Personas
- 28. Copyright © 2013 Ektron, Inc. AMPLIFY!
- 29. Copyright © 2013 Ektron, Inc.
- 30. Bob Canaway Vice President of Marketing – Ektron bob.canaway@ektron.com – @bobcanaway Questions