Many marketers make the mistake of defining their interactive marketing strategies in silos: display advertising, search, email, affiliate marketing, etc. As the interactive marketing landscape becomes ever more complex it is becoming critical to have a deep understanding of each digital medium without neglecting the end goal of your marketing efforts. In this session we will discuss the importance of breaking down silos to deliver the best possible results.

1. Interactive Marketing
Build Brand Awareness & Deliver Results

2. What we’ll discuss:
 Media Convergence
 Crossing Silos
 Delivering Results
 Optimizing Results
 Building Your Ecosystem

3. Why do silos exist?
 Methods of budgeting
 Determining revenue performance
 Original organization structure
 Result of a merger / acquisition

4. What do silos cause?
 Competition vs. collaboration
 A default to old processes
 Extra time, money and work caused by lack of
knowledge and resource sharing
 Lack of customer focus

5. Build Brand Awareness
Deliver Results

6. Build Brand Awareness
Deliver Results

7. WITHOUT
AWARENESS
THERE CAN BE NO
CONSIDERATION

8. MEDIA CONVERGENCE

9. Modern Digital Ecosystem
People don’t consume information in a silo.
Source: David Armano - http://darmano.typepad.com/logic_emotion/2012/06/dig_ecosystem.html

10. Paid, Owned & Earned Media
Source: "The Converged Media Imperative: How Brands Must Combine Paid, Owned &
Earned Media" Altimeter Group (July 19, 2012)

11. Paid Owned Earned
• Banner Ads • Company • Social
• PPC Website Conversations
• Sponsorships • Company Blog (i.e. Tweets)
• Social Ads • Landing Pages / • Reviews
• Affiliate Microsites • Shared Photos /
Partnerships • Social Profiles Videos
• PR Initiatives

12. What tactics support awareness?
Awareness Banners Website Content
Television Social Profiles
Radio
Sponsorships
Reviews
Social Conversations
Shared Pics/Videos

13. What tactics support “results”?
Paid Search Direct Website Visits
Affiliate Partnerships Landing Pages
DR Banners Microsites
Social Ads
Organic Search

14. CROSSING SILOS

15. Common Theme: Communication
Digital Department Media Department Creative
Department
OR
Admissions Alumni Current Students
OR
IT Content Social Media /
Development Search Marketing

16. Common cross-channel collaboration
Banner
SEO PPC PPC
Ads
Social
TV Radio SEO
Media

17. Un-Common cross-channel collaboration
Radio Social Paid
TV
Media Search
Sponsorships
Paid SEO Banner
Search Ads

18. Case Study for Cross-Channel Collaboration
Media Post “TV Ads Lift Online Sales Conversions”
Conversion rate improvements:
 Direct Traffic, +63%  Organic Non-Brand, +45%
 PPC Brand, +9%  Social Media, +25%
 PPC Non-Brand, 13%  Affiliates, +41%
 Organic Brand, +7%  Display, +29%
$$$
Source: http://www.mediapost.com/publications/article/183112/tv-ads-lift-online-sales-conversions-really.html

19. How should marketing cross channels?
Ideal Scenario = All teams are involved in:
Ideation
Refinement Tracking
Analysis Strategy
Execution

20. Achieving goals
All plans should be launched with a goal in mind. Is
your goal…
 to drive leads / sales?
 to drive users to your location?
 to drive awareness and sign-ups for a specific event?
 to increase content consumption?

21. DELIVERING RESULTS

22. Step 1: Tracking (Online Media)
 Select a shared tracking platform
 Define your conversion window
 Define your key performance metrics (KPI’s)
 Create shared tagging documentation
 Establish shared reporting requirements /
templates

23. Step 1: Tracking (Offline Media)
Offline media IS trackable!
 Redirects / vanity URLs
 QR codes
 Unique offer codes
 Map website traffic to offline
ad times
 Controlled geo-targeted
tests
 Online surveys & market
research

24. Step 2: Strategy
Work backwards from your goal.
Your marketing channel decisions should never
precede decisions about campaign objectives.

25. Step 2: Strategy
Example Goal:
Drive awareness
and sign-ups for a Email
local event
Facebook
Requires
AWARENESS + Retargeted
Display
DIRECT
RESPONSE

26. Step 3: Execution
 Ensure that all tracking is properly in place
 Monitor online media weekly to spot
optimization opportunities
 Be careful not to make hasty decisions about
what is working / what is not yet

27. Step 4: Analysis
 Create channel-specific
reports • PPC
 Most channels will need to
be evaluated
independently for
optimization
 Create a holistic report • SEO
 Evaluate marketing mix • PPC
 Identify trends • Display
 Report on shared KPI’s • TV

28. Step 5: Refinement
Make adjustments to:
 Messaging / Call-to-Action
 Placements
 Reach / Frequency
 Geo-targeting

29. OPTIMIZING MEDIA

30. Single-Channel Evaluation
Evaluate but look further than:
 Impression volume / CPM’s
 Click-through rates / CPC’s
 Site Referrals
More importantly, evaluate:
 Cost-per-conversion
 Post-click & post impression conversion rates
 Site visitor engagement

31. Channel Mix Evaluation
This step is critical to make hypotheses about
how media channels are influencing one
another.
 Overlay individual channel results, frequency
and spend in a timeline-format
 Ask questions like:
 Did awareness buys influence site traffic or
boost direct-response results?
 Did improvements in owned media have an
impact on engagement or site traffic?
 Did earned media efforts cause a spike in
conversion rates?

32. Testing
… is a critical step to get the most out of your
media dollars / efforts.
… can be conducted in every channel, but must be
controlled in order to evaluate properly

33. Cross-Channel Testing Ideas
Are your PPC/SEO campaigns are driving the
right kind of traffic, or are you having website
conversion issues?
 Use Google Experiments or another testing platform to
experiment with different landing pages and on-site
messaging.
Not sure if TV/Radio is right for you?
 Experiment with campaigns in a few markets, while
other markets maintain normal campaign activity, and
evaluate the impact on site traffic and branded
paid/organic keyword referrals.

34. BUILDING YOUR ECOSYSTEM

35. Source: http://www.nps.gov/pete/forteachers/life-in-an-ecosystem.htm

36. Important Elements of an Ecosystem
 Diversity
 Connected Processes
 Transfer of Energy
 Shared Resources

37. Building an Ecosystem
Source: David Armano - http://darmano.typepad.com/logic_emotion/2012/06/dig_ecosystem.html

38. Evaluating Your Ecosystem
 Infrastructure
 Can you execute cross-channel tests quickly?
 Can you get approval to test emerging media and
run it efficiently?
 Do different teams manage different media
efforts, making it difficult to evaluate cross-channel
efforts?

39. Evaluating Your Ecosystem
 Content and information distribution
processes
 When new content is posted to the site, do the social
and SEO teams get prompted to distribute/optimize
it?
 When prices to products/services change, are these
changes promptly communicated to paid
search, digital display and other relevant media
teams?

40. Maintaining Your Ecosystem
 All teams need to be onboard
 Get buy-in from key decision makers
 Ensure that processes are connected in
practice, not just in theory

41. The Value of Your Ecosystem
What do you get out of the shared ecosystem
model?
 Shared insight  better ideas
 Shared resources  cost savings
 Better ideas  greater results

42. @sheek
linkedin.com/in/quinnsheek
bit.ly/few
THANK YOU! QUESTIONS?