Digital Marketing Trends 2016 Small Business Festival
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An overview on the use of digital marketing techniques in 2016 including marketing automation, branding online, conversion and data management techniques.
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Digital Marketing Trends 2016 Small Business Festival
- 1. Copyright by Debra Zahay 2015 A,B,Cs & Ds of Digital Marketing in 2016 Dr. Debra Zahay-Blatz Professor of Marketing at St. Edward’s University Chair, Marketing, Entrepreneurship and Digital Media Management and President, Zahay, Inc. Austin Small Business Festival Austin, TX
- 2. Copyright by Debra Zahay 2015 The Alphabet of Digital Marketing •Conversion•Data •Branding•Automation A B CD
- 3. Copyright by Debra Zahay 2015 Agenda •Who am I? •Automation •Branding •Conversion •Data •Questions?
- 4. Copyright by Debra Zahay 2015
- 5. Copyright by Debra Zahay 2015 I followed my questions to Academia… Information Systems Sales/Marketing /Databases IMC & More Databases ???? Ph.D.
- 6. Copyright by Debra Zahay 2015 Over 1,000 Article Citations
- 7. Copyright by Debra Zahay 2015 Editor: Journal of Research in Interactive Marketing
- 8. Copyright by Debra Zahay 2015 Marketing Textbook Author
- 9. Copyright by Debra Zahay 2015
- 10. Copyright by Debra Zahay 2015
- 11. Copyright by Debra Zahay 2015 Marketing Technology Explodes!
- 12. Copyright by Debra Zahay 2015 Marketing Automation Adoption Grows!
- 13. Copyright by Debra Zahay 2015 MarketingAutomation EcosystemSome Marketing Automation Key Players n Adoption Grows! tion Grows!
- 14. Copyright by Debra Zahay 2015 Advertising is Automated Too Source: Adweek
- 15. Copyright by Debra Zahay 2015 Small Business Tip: Start Small
- 16. Copyright by Debra Zahay 2015
- 17. Copyright by Debra Zahay 2015 Search •Company sites •Vertical sites •Mobile Applications Social Media •Blogs •Public platforms •Private sites Content •Webinars •Case studies •White Papers Other Industry Sources •Experts •Colleagues •Trade Associations The Sales person How B2B Customers Find and Process Information Source: Zahay, Schultz, Kumar, 2015
- 18. Copyright by Debra Zahay 2015
- 19. Copyright by Debra Zahay 2015
- 20. Copyright by Debra Zahay 2015
- 21. Copyright by Debra Zahay 2015 Search: Web Design Chicago
- 22. Copyright by Debra Zahay 2015 Need Recognition Information Search initiated by buyer Engagement Evaluation of Alternatives Engagement Purchase Post-Purchase Evaluation Engagement The Buyer Engagement Process Source: Zahay, Schultz, Kumar, 2015
- 23. Copyright by Debra Zahay 2015 Small Business Tip: Distinguish Your Brand Online
- 24. Copyright by Debra Zahay 2015
- 25. Copyright by Debra Zahay 2015 “If the average direct marketer spend as much time testing and refining and fine tuning his or her offer as editing and polishing a piece of direct response copy, the bottom line would look a lot different.” #convcon@bmassey@zahay Jim Kobs
- 26. Copyright by Debra Zahay 2015 Changing offer to “Same Day Shipping” Improved CTR Dramatically (Guarantee Offer) Reciprocity Unsuccessful ad (impressions only) Improved ad (4.76% CTR) Thanks to Allworld Machinery and the Northern Stars Team, Marketing Technology, NIU, Spring 2013
- 27. Copyright by Debra Zahay 2015 • Planned: • Sakagami – Unbranded • Sakagami Seals www.allworldmachinery.com/ seals All of Your Machinery Supply Needs. Quick & Easy Delivery, Call Today! (815) 943-0120 • Used: • Sakagami – Unbranded (Most Effective – Industrial Machine Parts Wide Selection of Seals & Packings. Same Day Shipping. (815) 943-0120 allworld.com/SakagmiSeals Again, clear offer “Same Day Shipping” Outperforms Thanks to Allworld Machinery and the TBA Team, Marketing Technology, NIU, Spring 2013
- 28. Copyright by Debra Zahay 2015 Just adding the word “free” to this ad resulted in a 7% CTR on Adwords (Reciprocity) Why it was successful Manage Your Website All Your Site Services, One System Call For A Free Consultation Today www.IdeosityCMS.com Thanks to Ideosity and the Interactive Masterminds Team, Marketing Technology, NIU, Spring 2013
- 29. Copyright by Debra Zahay 2015 Poor Results with a Weak Call to Action What went wrong?• High Impressions/low CTR • Weak Call-To-Action • Poor Results B2B Website MGMT Software Create Customize and Manage Content See Our Site Solutions Here www.IdeosityCMS.com Thanks to Ideosity and the Interactive Masterminds Team, Marketing Technology, NIU, Spring 2013
- 30. Copyright by Debra Zahay 2015 Small Business Tip: Testing
- 31. Copyright by Debra Zahay 2015
- 32. Copyright by Debra Zahay 2015 Data is big news • Big data • Broad data (360 degree view of customer) • Data Scientists are ‘sexy’
- 33. Copyright by Debra Zahay 2015 But YET……
- 34. Copyright by Debra Zahay 2015 CopyrightbyDebraL.Zahay2000 Strategic Choice Trumps Customer Information .38* .19* .14 * .25* * Significant at p <.05, 2 tailed ** Significant at p < .01, 2-tailed .30* .20* .17** .17** .17** RMR = .011 RMSEA = .000 GFI = .996 Chi. Sq. (df) = 2.416 (6) p = .878 Strategic Excellence Personali- zation Customi- zation CIS Customer Performance Business Growth N=206 Customer Performance = Share of Wallet, LTCV, Retention, ROI versus competitors
- 35. Copyright by Debra Zahay 2015 Executive Vision and Data Quality are Key Organizational Culture Data Quality Cross- Functional Cooperation Customer Performance Business PerformanceData Sharing Marketing/IT Integration
- 36. Copyright by Debra Zahay 2015 Small Business Tip: Organize First 1. Do you have an agreed vision for managing Customer information? 2. Is there a common purpose? 2. Is the vision shared? 3 Do you use cross-functional teams? Do you reward teams for good performance?
- 37. Copyright by Debra Zahay 2015
- 38. Copyright by Debra Zahay 2015 Contact information • Dr. Debra Zahay Blatz • http://www.zahay.com • Emails: debra@zahay.com, dblatz@stedwards.edu • Cell 630-300-8838 • Twittter: @zahay • LinkedIn: http://www.linkedin.com/in/drzahay