Is My Digital Marketing Strategy Still Relevant in 2016?

Is my digital marketingstrategy still relevant

in 2016?

© 2016 Capstrat, LLC All rights reserved.

#CapstratDigital

IntroductionsJon BarlowSVP, Group Digital Directorjbarlow@capstrat.comLinkedIn: jbarlow

Shane JohnstonEVP, Client Developmentsjohnston@capstrat.comLinkedIn: shanetjohnston

Technology shift and disruption• Drives significant change in digital

communications

• Affects your audience and how they consume your message

• Threatens your effectiveness as a marketer

• Results need to be measurable and objective

Disruption Your audience

Inundated with brand messages

Fragmentation of media channels

The US adult email audience will reach 203.8 million by 2017.Source: eMarketer

Most popular online activities

72% of all internet users are active on social media.Source: Pew Research and KPCB

But social media extends traditional mediaBut, social media extends traditional media

HP research found that 72% of sources retweeted most were from traditional media

Top 9 Retweeted Users

80% of all Internet traffic in 2019 will be video.Source: Cisco 2015

It would take an individual over 5 million years to watch that amount of video.

62% of Millennials feel that online content drives brand loyalty.Source: NewsCred

73% of people surveyed wouldn’t care if the brands they used disappeared from their lives. Source: Co.Exist

Customer service interactions are nearly four times more likely to lead to brand disloyalty than loyalty.Source: CEB Research

Disruption Your marketing strategy

CMO.com

Customer experience and journey1. The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch point.

2. Consumers add or subtract brands as they evaluate what they want.

3. Ultimately, the consumer selects a brand at the moment of purchase.

4. After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey.

Media convergence

Technology can’t save a bad marketing idea.

Destinations

Communications

Optimizations

RESEARCH AND INSIGHT

AUDIENCE

PAID

OWNED EARNED

CONTENT

INBOUNDMARKETING

OUTBOUNDMARKETING

AUDIENCE

PAID

OWNED EARNED

CONTENT

INBOUNDMARKETING

OUTBOUNDMARKETING

RESEARCH AND INSIGHT

RESEARCH AND INSIGHT

AUDIENCE

PAID

OWNED EARNED

CONTENT

INBOUNDMARKETING

OUTBOUNDMARKETING

DESTINATIONS COMMUNICATIONS

MEASUREMENT AND OPTIMIZATION

DIGITAL MARKETING STRATEGY Your plan for engaging with customers online

What does a digital strategy contain?• Audience insights and data analysis

• Strategy framework

• Digital scope of effort

• Implementation and measurement

• Governance

Audience insights and data analysis• What is the “state of the state”?

• Consumer insights

• Data-driven persona development

• Customer journey mapping

• Competitive audit and analysis

• Review of all digital channels and tactics

• Review of past business/brand performance

• Marketing technology audit and analysis

Digital strategy framework• What are we trying to accomplish?

• What’s the big idea?

• How do we align the idea with corporate objectives?

• What can we improve from past efforts?

• What are the Key Performance Indicators (KPIs) that will denote success?

• How will we get there?

• What’s the optimal ratio between generating demand (Communications) and personalized customer experience (Destinations) that will achieve our objectives?

• How will we measure and optimize our conversion funnel and the content that flows through it?

Digital scope of effort• The blueprint has been drawn, so now how

do we build the house?

• Most common digital tactics and channels

• Website/Mobile application

• Digital advertising and SEM

• SEO

• Email/CRM

• Social

• At this point, you should also be focusing on filling the funnel with content

• Who, what, how and when

Implementation and measurement• Did we make an impact?

• Measurement framework

• Visualize your conversion funnel and look for leaks

• Test and optimize

The total measurement framework

Measurement frameworks help visualize strategic initiatives for every marketing objective and how each will be measured to prove success.

Visualize and optimize your conversion funnelSuspects

* Based on B2B industry averages/benchmark developed by NetProspex

Prospects

Marketing Qualified Lead

Sales Accepted Lead

Sales Qualified Lead

Closed Deals

Avg. Size of Sale

2016 Marketing-Generated Revenue Goal

$$$$$$

x $$$$

2%

4%

67%

47%31%Closed Deals

Suspects

Prospects

Marketing Qualified Lead

Sales Accepted Lead

Sales Qualified Lead

Test and optimize

Governance• Oversight and management are keys

to long-term sustainability and success of the strategy

• Key aspects of a digital marketing governance plan include:

• Team structure and individual member roles

• Established policies and SOPs

• Policies and SOPs are about managing risk and budget

• Set standards and guidelines (i.e., design, development, content, technology)

Thank YouJon Barlowjbarlow@capstrat.com@Jon_Barlow

Shane Johnstonsjohnston@capstrat.com@shanetjohnston