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Digital Summit Denver
Jun / 18 / 2014
(Content) Marketing ROI for Fun and Profit (mostly Profit)
Scott McAndrew, Chief Strategy Officer
LaneTerralever.com
“Our goal is to provide and unparalleled level of service
in our industry. To achieve this online, we focus on three
areas: building rich content, growing our commerce
capabilities, and establishing communities of suppliers
and end users that share common interests.”
Michael Dell, Dell Computer
address to the Detroit Economic Club
November 1, 1999
-
“Our goal is to provide and unparalleled level of service
in our industry. To achieve this online, we focus on three
areas: building rich content, growing our commerce
capabilities, and establishing communities of suppliers
and end users that share common interests.”
How do you feel when you think about managing
digital marketing for your brand?
recently asked in a digital marketing survey
overwhelmedresources many excited
digital
important
toolsefforts
changing
overwhelming
difficult
value frustrated
ineffective managementtime
always
needlearning
know
innovative
necessary
creative
ideas
constantly
company
challenging
confusing
strategy
new
best
difficult
brandlacking
support
tactics
usefrustrated
good
right insights
cautious
statistics
strategic
digitally uphill
direct
strong
uncertain consistently
curious
make
work driven
come
process
sometimes
good just
plan
try
sales
questionable
analytics
ROI
success engage challenged
interesting
expensive
move execute marketoptions exciting
stressful
think senior
managing
important
consistent
SEO
excited
prioritycurrentdatacurve
quantify
interesting
companies
confident
awareness
staffed
adequate
revisit
optimization
relevant eye opening
digital
results
advertising
scatteredgetting
confidentbattle words
words
presence
moving
knowledge outlets
still
internal
much proven
optimistic
unclear
constantly
apprehensive
struggle
workslow
education
responseone
complex
budgets
tactical
invest
data
average
neededstrategies
low
betterfeel
attribution
low
sure
part
frustrating
2014 is the year
of personalization
2014 is the year
of big data marketing
2014 is the year
of millennial madness
2014 is the year
of iBeacons
2014 is the year
of advocacy marketing
2014 is the year
social sizzles
2014 is the year
of multiscreen mania
2014 is the year
of event integration
2014 is the year
digital gets physical
2014 is the year
content marketing will die
Marketing and technology are in lockstep,
and marketing channels, methods and
techniques will continue to be added and
to evolve at an increasing rate
Technology Advancement 1810s - 2010s
1810
1820
1830
1840
1850
1860
1870
1880
1890
1900
1910
1920
1930
1940
1950
1960
1970
1980
1990
2000
2010
Marketing Channels 1810s - 2010s
1810
1820
1830
1840
1850
1860
1870
1880
1890
1900
1910
1920
1930
1940
1950
1960
1970
1980
1990
2000
2010
Gartner’s Hype Cycle for Technology and Marketing
Content
Marketing
Gartner’s Hype Cycle for Technology and Marketing
Content
Marketing
Peak of Inflated
Expectations
Gartner’s Hype Cycle for Technology and Marketing
Content
Marketing
Peak of Inflated
Expectations
Trough of
Disillusionment
34%
66%
CMO’s: Do you feel pressure from
your CEO or Board to prove the
value of marketing?
YES
NO
CMO’s: Is this pressure
increasing, decreasing, or
staying the same?
0
15
30
45
60
INCREASING
SAME
DECREASING
Hypothetical C-Suite Survey
How much of what you learned in college
is applicable in your current role today?
Hypothetical C-Suite Survey
How much of what you learned in college
is applicable in your current role today?
Hypothetical C-Suite Survey
How much of what you learned in college
is applicable in your current role today?
CEO
!
85%
Hypothetical C-Suite Survey
How much of what you learned in college
is applicable in your current role today?
CEO
!
85%
CTO
!
75%
Hypothetical C-Suite Survey
How much of what you learned in college
is applicable in your current role today?
CEO
!
85%
CTO
!
75%
CFO
!
99%
Hypothetical C-Suite Survey
How much of what you learned in college
is applicable in your current role today?
CEO
!
85%
CTO
!
75%
CFO
!
99%
CMO
!
30%
The impression I get from working with brands, organizations, and
agencies—a mix of young upstarts, midcareer professionals, and top-
level executives—is that success in digital marketing is a fast-moving
target. Even as a single strategy hits the mark, a new tech development
rewrites the rules and forces even the savviest marketer to start from
scratch. Past successes no longer ensure future ones. Leaders
complain that they need to adapt faster, and they simply don’t know
how. The digital disruption has caused a knowledge gap.
Johanna Frelin
The Management Blog
Bloomberg Businessweek
-
Marketers Know Change is Necessary
Marketers expect their role to change quickly… and that
change is becoming the norm…
- Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
Marketers Know Change is Necessary
Those that embrace change don’t know how to do it.
- Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
7 Simple Social
Media Moves
That Work
Top 10 of the
Top 10 Lists in
Digital and
Marketing
The Cost Of Social
Media Fame In 2014?
About $6,800
The Gloves Are Off:
Email vs. Mobile
4 Ways Click
Farms Screw
Your Business
67% of Marketers don’t believe
Marketing ROI requires a
financial outcome (these are the
very Marketers that struggle to
give the correct mathematical
formula for Marketing ROI)
!
- Fournaise 2012
33%
67%
63% of Marketers don’t include
any financial outcome when
reporting on and presenting
marketing results to their CEOs
& Top Management.
!
- Fournaise 2012
37%
63%
ROI is an equation, not a theoretical concept
ROI is an equation, not a theoretical concept
ROI =
gain from investment - cost of investment
cost of investment
x 100
(Content) Marketing ROI - Challenges
(Content) Marketing ROI - Challenges
1. Lack of systems / ability to analyze data / silo’d data
(Content) Marketing ROI - Challenges
1. Lack of systems / ability to analyze data / silo’d data
2. Lack of collaboration across business functions
(Content) Marketing ROI - Challenges
1. Lack of systems / ability to analyze data / silo’d data
2. Lack of collaboration across business functions
3. Competing agency partner interests
(Content) Marketing ROI
(Content) Marketing ROI
1. Make sure you have a proper marketing strategy first
(Content) Marketing ROI
1. Make sure you have a proper marketing strategy first
2. Marketing leader = marketing + analytics + business mechanics
(Content) Marketing ROI
1. Make sure you have a proper marketing strategy first
2. Marketing leader = marketing + analytics + business mechanics
3. Be bold and bring the change to your organization
If you have clear business goals, and based on those
goals have a clear, measurable marketing strategy
to work from then everything else falls into place.
Thank You
!
For a copy of this deck please email me at scott.mcandrew@laneterralever.com
Scott McAndrew
Chief Strategy Officer
LaneTerralever
!
Scott.McAndrew@LaneTerralever.com
480.839.1080

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(Content) Marketing ROI for Fun and Profit (mostly Profit)Digital summit denver lane terralever - roi

  • 1. Digital Summit Denver Jun / 18 / 2014 (Content) Marketing ROI for Fun and Profit (mostly Profit) Scott McAndrew, Chief Strategy Officer LaneTerralever.com
  • 2. “Our goal is to provide and unparalleled level of service in our industry. To achieve this online, we focus on three areas: building rich content, growing our commerce capabilities, and establishing communities of suppliers and end users that share common interests.”
  • 3. Michael Dell, Dell Computer address to the Detroit Economic Club November 1, 1999 - “Our goal is to provide and unparalleled level of service in our industry. To achieve this online, we focus on three areas: building rich content, growing our commerce capabilities, and establishing communities of suppliers and end users that share common interests.”
  • 4. How do you feel when you think about managing digital marketing for your brand? recently asked in a digital marketing survey
  • 5. overwhelmedresources many excited digital important toolsefforts changing overwhelming difficult value frustrated ineffective managementtime always needlearning know innovative necessary creative ideas constantly company challenging confusing strategy new best difficult brandlacking support tactics usefrustrated good right insights cautious statistics strategic digitally uphill direct strong uncertain consistently curious make work driven come process sometimes good just plan try sales questionable analytics ROI success engage challenged interesting expensive move execute marketoptions exciting stressful think senior managing important consistent SEO excited prioritycurrentdatacurve quantify interesting companies confident awareness staffed adequate revisit optimization relevant eye opening digital results advertising scatteredgetting confidentbattle words words presence moving knowledge outlets still internal much proven optimistic unclear constantly apprehensive struggle workslow education responseone complex budgets tactical invest data average neededstrategies low betterfeel attribution low sure part frustrating
  • 6. 2014 is the year of personalization
  • 7. 2014 is the year of big data marketing
  • 8. 2014 is the year of millennial madness
  • 9. 2014 is the year of iBeacons
  • 10. 2014 is the year of advocacy marketing
  • 11. 2014 is the year social sizzles
  • 12. 2014 is the year of multiscreen mania
  • 13. 2014 is the year of event integration
  • 14. 2014 is the year digital gets physical
  • 15. 2014 is the year content marketing will die
  • 16. Marketing and technology are in lockstep, and marketing channels, methods and techniques will continue to be added and to evolve at an increasing rate
  • 17. Technology Advancement 1810s - 2010s 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010
  • 18. Marketing Channels 1810s - 2010s 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010
  • 19.
  • 20. Gartner’s Hype Cycle for Technology and Marketing Content Marketing
  • 21. Gartner’s Hype Cycle for Technology and Marketing Content Marketing Peak of Inflated Expectations
  • 22. Gartner’s Hype Cycle for Technology and Marketing Content Marketing Peak of Inflated Expectations Trough of Disillusionment
  • 23. 34% 66% CMO’s: Do you feel pressure from your CEO or Board to prove the value of marketing? YES NO CMO’s: Is this pressure increasing, decreasing, or staying the same? 0 15 30 45 60 INCREASING SAME DECREASING
  • 24. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today?
  • 25. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today?
  • 26. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today? CEO ! 85%
  • 27. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today? CEO ! 85% CTO ! 75%
  • 28. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today? CEO ! 85% CTO ! 75% CFO ! 99%
  • 29. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today? CEO ! 85% CTO ! 75% CFO ! 99% CMO ! 30%
  • 30. The impression I get from working with brands, organizations, and agencies—a mix of young upstarts, midcareer professionals, and top- level executives—is that success in digital marketing is a fast-moving target. Even as a single strategy hits the mark, a new tech development rewrites the rules and forces even the savviest marketer to start from scratch. Past successes no longer ensure future ones. Leaders complain that they need to adapt faster, and they simply don’t know how. The digital disruption has caused a knowledge gap. Johanna Frelin The Management Blog Bloomberg Businessweek -
  • 31. Marketers Know Change is Necessary Marketers expect their role to change quickly… and that change is becoming the norm… - Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
  • 32. Marketers Know Change is Necessary Those that embrace change don’t know how to do it. - Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
  • 33. 7 Simple Social Media Moves That Work
  • 34. Top 10 of the Top 10 Lists in Digital and Marketing
  • 35. The Cost Of Social Media Fame In 2014? About $6,800
  • 36. The Gloves Are Off: Email vs. Mobile
  • 37. 4 Ways Click Farms Screw Your Business
  • 38.
  • 39. 67% of Marketers don’t believe Marketing ROI requires a financial outcome (these are the very Marketers that struggle to give the correct mathematical formula for Marketing ROI) ! - Fournaise 2012 33% 67%
  • 40. 63% of Marketers don’t include any financial outcome when reporting on and presenting marketing results to their CEOs & Top Management. ! - Fournaise 2012 37% 63%
  • 41. ROI is an equation, not a theoretical concept
  • 42. ROI is an equation, not a theoretical concept ROI = gain from investment - cost of investment cost of investment x 100
  • 43. (Content) Marketing ROI - Challenges
  • 44. (Content) Marketing ROI - Challenges 1. Lack of systems / ability to analyze data / silo’d data
  • 45. (Content) Marketing ROI - Challenges 1. Lack of systems / ability to analyze data / silo’d data 2. Lack of collaboration across business functions
  • 46. (Content) Marketing ROI - Challenges 1. Lack of systems / ability to analyze data / silo’d data 2. Lack of collaboration across business functions 3. Competing agency partner interests
  • 48. (Content) Marketing ROI 1. Make sure you have a proper marketing strategy first
  • 49. (Content) Marketing ROI 1. Make sure you have a proper marketing strategy first 2. Marketing leader = marketing + analytics + business mechanics
  • 50. (Content) Marketing ROI 1. Make sure you have a proper marketing strategy first 2. Marketing leader = marketing + analytics + business mechanics 3. Be bold and bring the change to your organization
  • 51. If you have clear business goals, and based on those goals have a clear, measurable marketing strategy to work from then everything else falls into place.
  • 52. Thank You ! For a copy of this deck please email me at scott.mcandrew@laneterralever.com Scott McAndrew Chief Strategy Officer LaneTerralever ! Scott.McAndrew@LaneTerralever.com 480.839.1080