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E-scape Interactive and Orchard PR explore some of the key challenges and opportunities facing marketeers and business owners in 2012. As marketers, we face unprecedented challenges. The communication landscape has changed for good. No longer can we rely on one or two methods to reach, engage and motivate our audiences. We have to generate meaningful messages and content, that work across multiple platforms – from print to computer, tablet to mobile device – and reach our target without getting filtered out in the process.
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1. Money 2. Mindset 3. Message 4. Methodology 5. Measurement
New Rules of Marketing in 2012
> Tight budget? > More bang for your buck! > Results led campaigns
Money
Mindset
Trudging into 2012 Value re-boot
Booming Boomers
Influential Gen Zs
Peeved Millenials
Well-adjusted Gen X
Frugal Fatigue
Spending again Looking for value
Polarised Spending Cheap Treats
Nail Polish up 54% globally Luxe Shoppers
Still shopping, prudently
Trading-In Unlocking the value of past purchases Trading-in is the new shop-till-you-drop
A Break from always-on
Disconnect to reconnect A return to the physical
All things military
Keep calm and carry on Preparing for survival
DIY Health
Health monitoring 13,000 health apps by end 2012 Healthy vending Responding to legislation
Message &
Methodology
Communication Explosion
Every two days, people generate as much informa8on as was created from the dawn of civilisa8on up un8l 2003 Eric Schmidt – Google Execu8ve Chairman
Booking Form
Landing page
(website)
GOAL
Call centre
Seminar
Radio ad
Poster Mobile App
Video
QR code
Youtube
Google +
Print ad
TV
PR Events
Exhibition POS
Direct mail
Blog
White paper
Infographics
Newsletter
Brochure
Flyer
Article
Case studies
Testimonials
Webinar
Mobile Ad
SEO
Paid search
Affiliate marketing
Podcast
Gamification
Augmented reality
Retail outlet
Display Ads
Communication Trends 1. Fully integrated 2. Going mobile 3. Social media 4. Social search 5. The power of content 6. Video 7. Pay per click 8. Conversion rate op8misa8on
Fully integrated
Mul%-‐channel
Personalisa%on
Consistency Online/Offline
Convergence
Online/Offline optimisation > Product research now a digital activity.
> Online influences offline and visa versa
> Optimisation criteria
> Trend towards offline stores being used more as showrooms
Fully integrated
Mul%-‐channel
Personalisa%on
Consistency Online/Offline
Convergence
Going mobile
Going mobile
12.59% 58%
5bn 500%
½ 250 million
91% 79%
Going mobile > Browsing and buying
> Mobile commerce
> Mobile advertising
Going mobile Point and know technology – QR codes
Going mobile 1. Design 2. Speed 3. Content
Social media
Source: B2B Content Marketing: 2012 Benchmarks, Budgets & Trends 0% 10% 20% 30% 40% 50% 60% 70% 80%
TwiOer LinkedIn Facebook YouTube
SlideShare Google+
Flickr None
% of marketers who use various social media sites to distribute content
SEO & social search
SEO & social search
SEO & social search
SEO & social search
SEO & social search
SEO & social search
SEO & social search
SEO & social search
SEO & social search
> Lower cost per click
> Higher positions on Google
> Brand protection
> Segmentation within Circles - CRM
The Power of Content
‘Content marke%ng is the crea%on and distribu%on of educa%onal and/or compelling content in mul%ple formats to a@ract and/or retain customers’ Content Marke+ng Ins+tute
Blogging
White Papers
Infographics
E-Newsletters
Case Studies & Testimonials
Research Reports
Webinars & Virtual Events
Podcasts
Presentations & Slideshows
♯trendaware
Video Becomes Mainstream
Growth Content Length DIY Climbing the wall
Add Value with Video
Keep it simple but informa8ve Don’t buy expensive kit Use a tripod and microphone Use own staff Enrich communica8ons News not corporate
Pay Per Click Advertising
Pay Per Click Advertising
Conversion rate optimisation
Advertising Website GOAL Traffic
CRO
Convert
Conversion rate optimisation The Math of CRO
Spend Clicks/
Visits Conversion Rate
Sales CPA
Month #1 £1,000 1,000 1% 10 £100
Month #2 £2,000 2,000 1% 20 £100
Month #3 £3,000 3,000 1% 30 £100
Total Spend = £6,000 for 60 sales
Conversion rate optimisation Adding CRO
Total Spend = £5,600 for 95 sales
Spend Clicks/Visits
CRO Conversion Rate
Sales CPA
Month #1 £1,000 1,000 £200 1.5% 15 £80
Month #2 £1,000 1,000 £200 2% 20 £60
Month #3 £3,000 3,000 £200 2% 60 £53
Measurement
Measurement
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