1.
Is Your Marketing Mature Enough?
Ways to Evolve Your Digital
Marketing
Thursday April 24, 2014 1:00 EDT (10:00PDT)
Speakers:
• Moderator: Jeffrey Rohrs, VP, Marketing | ExactTarget
• Presenter: Mike Corak, EVP, Strategy | ethology

2.
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3.
Today’s Presenters
Moderator
Jeffrey Rohrs, VP Marketing
ExactTarget
Presenter
Mike Corak, EVP Strategy,
ethology
@mikecorak
@jkrohrs

4.
Agenda
Maturity Modeling
Placing Customer Needs First
2014 Digital Marketing Priorities
Top 5 Common Tactical Needs
Operational Opportunities

5.
#FreeDigitalAudit
Tweet
#FreeDigitalAudit to
be entered into a
drawing to receive a
Digital Opportunity
Report from ethology
(equivalent of +40 hours of
opportunity analysis from the
ethology team)
#FreeDigitalAudit

6.
© 2013 Forrester Research, Inc. Reproduction Prohibited 6
Study sorted marketers according to
sophistication in 3 areas
Strategy Governance Execution
Ensures processes
and experiences are
consistent and that
digital activities tie
back to strategy.
Determines
how digital is
changing their
business.
Runs the digital and
traditional efforts
needed to
accomplish digital
strategy.
Source: Forrester ‘s Q3 2013 Digital Maturity Survey
#FreeDigitalAudit

7.
*Represent as brand
marketers and B2B firms.
*Skew toward
automotive, CPG health
*Also skew toward
extremely large
enterprises and firms that
spend <$10m/yr on
marketing
*Spend the most on print
(although they do plan to
decrease this)
*Digital marketing
naysayer
*Skew toward travel and
retail firms
*Have the largest digital
marketing budgets in the
study
*But, spend the least on
mobile marketing
*Ambitious, but
disorganized around
digital marketing
*Skew toward the biggest
retail, travel and telecom
firms
*Indicate emphasis on
collaboration,
communication and
executive buy-in
*Emphasis is on
integration over new
media adoption
*Skew toward retailers and
FS
*Tend to be smaller or mid-
sized enterprises
*Have the largest digital
teams in the study, and the
largest marketing budgets
*Expect to increase their
spend on everything except
print, radio and YP
*200% greater
concentration of Level 4s
have a CDO
*Tech enthusiast, risk-taker,
experimenter
Maturity Segments
Level 1 Level 2 Level 3 Level 4
#FreeDigitalAudit
Source: Forrester ‘s Q3 2013 Digital Maturity Survey

8.
9%
44%
39%
8%
Level 1 Level 2 Level 3 Level 4
Source: Forrester ‘s Q3 2013 Digital Maturity Survey
Distributed Into 4 Groups
#FreeDigitalAudit

9.
Lessons from Mature Digital
Marketers
Consider how digital is changing your business strategy, not
just that it introduces new marketing channels
Tie employee performance to digital goals
Embrace technology
Business leaders: do a tour in IT
Practitioners: experiment with emerging tactics
Overall: work to shift to a more agile culture
Dedicate resources to strategy, governance and execution
Use more types of marketing tactics
Source: Forrester ‘s Q3 2013 Digital Maturity Survey
#FreeDigitalAudit

10.
What’s Missing?
http://thepoliticalcarnival.net/wp-content/uploads/2011/04/missing-piece-of-puzzle.jpg

11.
Customer Centricity
#FreeDigitalAudit
Advanced digital marketers
understand their audiences’ needs
and desires, and make stronger
connections, purposefully cultivating
their customer relationships

12.
WWW.AUDIENCEPRO.COM
@JKROHRS

13.
THE AUDIENCE
IMPERATIVEUSE YOUR PAID, OWNED & EARNED MEDIA
NOT ONLY TO SELL IN THE SHORT TERM BUT
ALSO TO INCREASE THE SIZE, ENGAGEMENT &
VALUE OF YOUR PROPRIETARY AUDIENCES
OVER THE LONG TERM.
@JKROHRS

14.
Polling Question 1
Poll 1: Where do most marketers plan to focus their
digital efforts in 2014?
a) Data Acquisition
b) Organizational Alignment
c) Digital Channel Expansion
d) Improving Conversion Rates
e) Campaign Attribution
f) Brand Awareness
#FreeDigitalAudit

15.
2014 Priorities
#FreeDigitalAudit

16.
Polling Question 2
Poll 1: Where do you tactically feel that your digital
marketing execution has the most opportunity for
improvement?
a) Mobile
b) Content
c) Social
d) Email & CRM
e) Advanced Analytics
f) Search
g) Media
#FreeDigitalAudit

17.
Top 5 Tactical Deficiencies From
+100 Audits Last 12 Months
Content Performance & Modern Search
Advanced Analytics
Local
Total Mobile Experience
Expanded Media Testing
#FreeDigitalAudit

18.
2014 Marketing Budgets
#FreeDigitalAudit

19.
Does Actual Need Always
Match Investment?
#FreeDigitalAudit

20.
Pro-Tip: Audit, Then Fix the
Foundation Conversion Up
Acts more as an
ASSIST INTERACTION
Acts more as a
LAST INTERACTION
Awareness Consideration Intent Decision
THE PATH
TO
PURCHASE
PURCHASE
OTHER
PAID
DISPLAY
CLICK
3.1
SOCIAL
1.9
EMAIL
1.4
DIRECT
0.5
REFERRAL
0.9
PAID
SEARC
H
1.0
ORGANIC
SEARCH
0.8
LEGEND
2.2
A channel’s position on the chart is defined by the
―assist/last interaction ratio‖
#FreeDigitalAudit

21.
Content & Modern Search:
Understand Content Demand
#FreeDigitalAudit

22.
Taxonomies & Personas Based
on Semantic Themes
ATM
ATM machine
cash machine
teller machine
generic
ATM machines for sale
buy ATM machines
sale/purchase
ATM business
ATM solutions
ATM placement
owning an ATM
info
ATM security
ATM services
ATM repair
technology/services
ATM companies
ATM manufactures
ATM providers
company/provider
ATM equipment
ATM parts
ATM models
products/parts
Nautilus Hyosung
#FreeDigitalAudit

23.
Qualitative Content Audit Factors
Useful and usable
Redundant, outdated, trivial
(ROT)
Meets audiences’ needs
Balances business objectives
Voice, tone & style
Sharable
Optimized for intended channel
Addresses stages in the funnel
Varied types
#FreeDigitalAudit

24.
Quanitative Audit
Trending: Content Attribution
#FreeDigitalAudit

25.
Content Strategy Guided Search:
Informed & Effective
3. Gap
Analysis
Categories &
Topics
4. Plan
Creation
Tactics &
Prioritization
2. Content &
SEO Audits
Quantitative &
Qualitative
5. Plan
Execution
Implement, Tes
t & Revise
1. Audience
Intelligence
Vernacular &
Demand

26.
Advanced Analytics
You probably don’t need MORE data! Make
sense of what you have, then expand
• Audit your current implementation
• Gain learnings by channel and test
• Move to cross-channel analysis where tactics
compliment (ex. SEO+PPC)
• Goal: then look to attribution & predictive
analytics in digital, followed by online + offline

27.
Local Approach V2
Local Search
Organic Search
Natural Search, Location
Pages, Barnacle SEO
Paid Search
Yelp, YP, Yext, Google
AdWords
Social
Google+
Local, foursquare, Faceb
ook
Content Demand
Integrate
Assimilate local
search strategy with
your overall digital
marketing plan.
Inform
Leverage search &
analytical research
to target high
converting keywords.
Measure
Monthly reporting that
addresses on-going
optimization &
conversion goals.
Manage
Assign an account
management team
to oversee operations
of offsite place
pages.
#FreeDigitalAudit

28.
Plan for a truly user friendly
mobile web experience (for
most that is responsive v.
adaptive)
Apps may be the future, but
have a purpose beyond
repeating your website
Think all assets, site and
beyond
2
3
4
5
6
7
8
9
10
11
1 2013 Predictions
Solutions
News/Insights
Services
Social
Services
Perspectives
Contact us
People
News
Careers
Mobile User Experience
#FreeDigitalAudit

29.
Email: True Responsive Design
Less than 12% of
emails are
responsive, yet
+50% of emails are
accessed on a
mobile device.
#FreeDigitalAudit
What would make
the mobile version
even better?
• 1 Column
• Larger Buttons
• App Link
• Click to Call!

30.
Expanded Media Testing
―Market Your Marketing‖ – Jay Baer
PPC RETARGETING NATIVE SOCIAL
MOBILE EXCHANGES NETWORKS ENGAGING
#FreeDigitalAudit

31.
Polling Question 3
Organizationally where do you feel the biggest
opportunity for digital marketing improvement lies?
• Integration
• Strategic Planning
• Funding
• Resourcing
#FreeDigitalAudit

32.
Integrated Digital Marketing Benefits
Coordinated planning and budgeting
Cost efficiency
Collaborative execution
Ease of communication
Consolidated reporting
Informed evolution
Improved ROI
#FreeDigitalAudit

33.
Tactical Integration Challenges
http://www.clickz.com/clickz/news/2336996/80-of-marketers-will-run-cross-channel-marketing-campaigns-in-2014-study
#FreeDigitalAudit

34.
Top 8 Integration Tips
#1 Attribution Reporting
• Examine entire programs
• Identify conversion paths
and intersections of
tactical activity
• Look for assists to
understand which
activities and assets:
• First touched the target
• Carried the interaction
forward
• Closed the deal
• Use data to inform cross-
channel
execution, planning and
budgeting
#FreeDigitalAudit

35.
Tactical Integration
http://www.clickz.com/clickz/news/2336996/80-of-marketers-will-run-cross-channel-marketing-campaigns-in-2014-study
#FreeDigitalAudit

36.
Top 5 Integration Tips
#2 Tactic Clusters or ―Programs‖
Consumer
Insights, Integrated
Marketing Plans &
Consultation
Modern Search: Content
Strategy, Search, Social, Cont
ent
Integrated & Predictive
Analytics
Cross-Channel Media:
Search, Display, Social
Retention: CRM + Email +
Social + Direct
Local: Content, Search, Social
Cross-Channel User
Experience & Centralized
Content Strategy
#FreeDigitalAudit

37.
Admin Workhorse Couch Companion Constant Companion
Source: Google Mobile Display Tablet Usage Survey, US,. n= 1,430, all members of the Google Mobile Display Network.
• At home or office
• Task-oriented
• Solitary experience
• Web surfing & shopping
• Entertainment
• Shared experience
• Always with you
• Location-specific
• In person
• Personal
Desktop Tablet Mobile
Top 8 Integration Tips
#3 Unify the User Experience
#FreeDigitalAudit

38.
Top 8 Integration Tips
#4 Centralize Content
Tactically-
agnostic
Future-
friendly
Search
Social
Promotion
&
Discussion
Analytics
Lifecycle
Marketing
(Email)
Paid Media
Promotion
Content
Creation
Content
Strategy
Lenses: Local + Mobile
#FreeDigitalAudit

39.
Top 8 Integration Tips
#5 Cross-channel Alignment
#FreeDigitalAudit

40.
Top 8 Integration Tips
#6 Coordinated Execution
#FreeDigitalAudit

41.
Top 8 Integration Tips
#7 Full Digital Ecosystem Planning and Budgeting
Periodic
strategic
analysis &
reporting
Content
strategy
Publication
across all
channels
Engagement
Amplification
Restructuring
paid | earned | owned
Real-time
measurement
& iteration
#FreeDigitalAudit

42.
Top 8 Integration Tips
#8 Operationally Supported
Belk: 125-year-old southern department store
Make everyone accountable for digital
Value skills beyond digital
Graduate to omni-channel
“We’ve delivered results because performance goals give
everyone ownership.” — Ivy Chin, SVP of eCommerce
#FreeDigitalAudit

43.
Staffing Model Extremes
In-house
• Tactical execution with internal
staff
• Consultation from tactical industry
experts
• Examples: Intuit, Amazon
Benefits: Cost effective, activity
oversight, integration control (in
theory)
Risks: Planning ability, talent, ability to
tactically stay cutting edge, team
management, knowledge for program
evolution and integration
Delivery Partners
• Tactical execution with external
staff
• Partnered planning
• Examples: Most Common
Benefits: Tactical accountability,
Risks: Direct tactical oversight
and staffing, cost, multiple agency
management and
integration, ability to understand
where to make bets (partner
competition)
#FreeDigitalAudit

44.
Ethology (Annual) Integrated
Planning Process
Business Goals
•Definition
•Map digital
KPIs
•Audit ability to
efficiently
measure and
tie back to
business
goals
Audits & Inputs
•Consumer
Insights
•Content
Demand
•Personas
•Tactical
Audits
•User
Experience
Audits
•Resource
Audit
•Competitive
Analysis
•Share of Voice
•Offline
Marketing Plan
Review
•Tool
Assessment
•Funnel
Definition
Strategy
•Opportunity
Assessment
•GAP Analysis
•Brand
Taxonomy
•Tactical
Strategy
•Integrated
Strategy
•Content
Strategy
•Resource
Assignment
•Projections
Plan
•Ops Design
•Tactical
Calendar
•Content
Calendar
•Technical
Roadmap
•Usability
Roadmap
•Resource
Roadmap
•Innovation
Roadmap
•Integrated
Processes
•Roles &
Responsibilities
Budget
•Cost Estimate
Against
Program &
Outcomes
•Feasibility
Assessment
Adjust and Repeat Until Approved
#FreeDigitalAudit

45.
Aligning Budget with Opportunity:
Where Our Clients Are Investing
• Foundational Tactical Improvements Post Audit
• Modern Search & Content Marketing
• Mobile Experience Improvements
• Content Strategy & User Experience Improvements
• Analytics Advancement
• Infrastructure Improvements: Systems, Tools, & Staff
(Content Managers, Program Managers)
• Media Expansion with Testing
• Direct Improvements: CRM, email, & sms
• Integrated Digital Marketing Planning & Execution
#FreeDigitalAudit

46.
Questions?
#FreeDigitalAudit

47.
#FreeDigitalAudit
Don’t forget to Tweet
#FreeDigitalAudit to
be entered into a
drawing to receive a
Digital Opportunity
Report from ethology
(equivalent of +40 hours of
opportunity analysis from the
ethology team)
#FreeDigitalAudit

48.
#FreeDigitalAudit
Note: If you don’t win, but
are interested in ethology
services & are mid to large
sized company, submit your
audit request for
consideration to:
Paul.Borselli@ethology.com
#FreeDigitalAudit

49.
http://digitalmarketingdepot.com
webcasts@digitalmarketingdepot.com
#DMD
Thank You!
www.ethology.com
www.slideshare.net/mcorak
#FreeDigitalAudit