eMarketer Webinar: Secrets to Online Marketing Success

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    09-May-2015

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Please join us for this free webinar featuring eMarketer CEO Geoff Ramsey, co-author of the new book "Digital Impact: Two Secrets to Online Marketing Success," as he outlines creative approaches for engaging with consumers and shares proven techniques for measurement that work for every digital channel.

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<ul><li>1.Presented by: Geoffrey Ramsey CEO &amp; Co-Founder, eMarketer @geofframsey J U N E3 0,2 0 1 1 Secrets to Online Marketing Success Sponsored by: #eMwebinar</li></ul> <p>2. Believe in the Magic ofEngaging and Measuring 3. Can you identify with these two problems? </p> <ul><li>Lack of adequate metrics and measurement systems to drive marketing performance </li></ul> <ul><li>Frustration with how to effectively engage online consumers, who have short attention spans, face abundant choices and are increasingly resistant to advertising messages </li></ul> <p>Twitter: #eMwebinar @geofframsey 4. $1 Trillion Total US Marketing (VSS, Myers, PwC, etc.) </p> <ul><li>Internet as Hub </li></ul> <ul><li>Consumer time &amp; engagement </li></ul> <ul><li>Huge purchase influence </li></ul> <ul><li>Media measurement hook </li></ul> <ul><li>=20%of total media in 2011 </li></ul> <p>$368 Billion Advertising &amp; Marketing (Outsell) $157 Billion Traditional &amp; Digital Advertising (eMarketer) $31 B Digital (eMarketer) 5. MAGNAGLOBAL..15.6% Deutsche Bank.15.3% Barclays...................15.2% Morgan Stanley.14.8% Citi..........14.6% Winterberry Group.14.0% WARC.... .13.7% Caris &amp; Co..13.3% GroupM...13.0% ZenithOptimedia.12.6% 6. 65% 7. Can you identify with these two fundamental problems? </p> <ul><li>Lack of adequate metrics and measurement systems to drive marketing performance </li></ul> <ul><li>Frustration with how to effectively engage online consumers, who have short attention spans, face abundant choices and are increasingly resistant to ad messages </li></ul> <p>Secret #1 is all about the need for Performance Measurement 8. Marketers view of performance measurement 9. The challenge is: Prove to me that marketing works that the investments are paying back in both short- and long-term deliverables. --Bob Liodice, CEO, ANA 10. The most commonly used metrics (CTR/time spent) cannot be used by themselves The industry has not come up with a common definition of engagement that is aligned with business results and ROI. Performance measurement online :know the right metrics framework 11. 12. Twitter: #eMwebinar @geofframsey Secret #2 gets at the problem of engagement with digital consumers 13. 4.4% 43% of consumers say theyignore ordisregardbanner ads more than any other type of ad. Source: AdweekMedia/Harris Poll, October 2010 14. The classic interruption/disruptionmodel of advertising is waning BuyNow! 15. We need to createexperiences , not just sponsor content. --Frank Cooper, CMO, Pepsi Marketers are focusing on creatingMagnetic Content so entertaining, relevant, informative or useful that it demands the consumerstime and attention. 16. 17. The Magnetic Content approach turns targeting on its head. 18. 19. 20. 21. 22. Five Criteria for Magnetic Content </p> <ul><li>Is the contentUnique ? </li></ul> <ul><li>Is itUseful ? </li></ul> <ul><li>Is itWell Executed ? </li></ul> <ul><li>Is itFun ? </li></ul> <ul><li>Does it make good use of thechannel in which it appears? </li></ul> <p> What can I do for you, the consumer, that is unique and valuablei.e., truly worth your time and attention? 23. Is it Unique? 24. Is it Unique? 25. Is it Useful? 26. Is it Fun? Home sales of blenders up700%since the video series began! 27. Is it Well Executed? 28. Creative execution counts Twitter: #eMwebinar @geofframsey 29. Use paid media (e.g., display ads) to driveconsumers to your Magnetic Content 30. Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate How do we optimize traffic? Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Does the media drive high quality traffic? Time on Page Page CTR Circular Paths Exit Rate How do we improve our creative? Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comments Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Do we have the right site content? Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Is site navigation working as intended? Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Evaluating online ads Time on Page Page CTR Circular Paths Exit Rate Too many metrics big challenge is deciding the right metric 31. Start with right measurement framework Perceptual &amp; BehavioralOutcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE Financial/business metrics used to quantify business performance Low level measures related to the performance of individual channels Higher level metrics that capture engagement, as well as brand health and changes in customer preference and perceptions Twitter: #eMwebinar @geofframsey 32. 33. </p> <ul><li><ul><li>Qualified Reach, Visits </li></ul></li></ul> <ul><li><ul><li>CTR </li></ul></li></ul> <ul><li><ul><li>Brand perception Lift </li></ul></li></ul> <ul><li><ul><li>Engagement Score </li></ul></li></ul> <ul><li><ul><li>End Action Rate (e.g., acquisition, redemption, trial, purchase, etc.) </li></ul></li></ul> <ul><li><ul><li>Efficiency Metrics (Cost/X) </li></ul></li></ul> <ul><li><ul><li>ROI </li></ul></li></ul> <p>The 7 most important metrics to master I. Exposure MetricsII. Strategic MetricsIII. Financial Metrics 34. Engagement Score aligned to the objectives of the content Recommend, referrals Profiles, Upload pictures Send to friend, Social media Signup, Email, Coupon, WTB Rate, Vote, Add comments Play videos, Demos Content, Pictures HIGHERVALUE LOWERVALUE Engagement Value ContinuumAdvocate ILLUSTRATIVE ENGAGEMENT 35. Applying Engagement Score to a Microsite Engagement Index Methodology 1Point 1Point 1Point 1Point 1Point 2Points 1Point 2Points 3Points 3Points 2Points 3Points 1Point 2Points 2Points 1Point 1Point 2Points Twitter: #eMwebinar @geofframsey 36. Engagement Score Advocate Recommendation, referral 37. Applying Magnetic Content and Performance Measurement to the Six Digital Channels 38. Sample Digital Channel: Social Media Social Media: Connections that Count 39. 40. Affluent(Dwell Strategy + Research, March, 2010) 78% Millennials 18 - 3482% Teens 12 - 1778% 41. 42. Social media spending will continue to explode in 2011 10%of total US online ad spend 43. Social media spending will continue to skyrocket in 2011 10% of total US online ad spend 33%of display impressions* 17%of display ad dollars** *comScore, 2011 **eMarketer, 2011 It s less aboutbuyingsocial media, and more about how you canearnandownit! It s all a matter of TRUST Consumers trust each other more than they do marketers 44. Four best practices for Magnetizing customers through social media: </p> <ul><li>Leverage the secret ingredient:Trust </li></ul> <ul><li>Listeningleads to learning </li></ul> <ul><li>AddValueto the conversation( laMagnetic Content!) </li></ul> <ul><li>Focus on yourCore Enthusiasts </li></ul> <p>45. How can you leverage trust through social media? </p> <ul><li>Let your fans cometo your rescue </li></ul> <ul><li>Allow for customer ratings &amp; reviews </li></ul> <p>Transparency Trust = 46. </p> <ul><li>Learn how consumers talk about your brand, product or service category </li></ul> <ul><li><ul><li>Notice what words and language they use </li></ul></li></ul> <ul><li><ul><li>Learn about theirinterestsandintentions </li></ul></li></ul> <ul><li>Discover real or perceivedproblemswithyourproduct or customer service </li></ul> <p>ListeningLeads to Learning 47. By listening carefully, we harness social media as anearly alertsystem...so we can react quicker to issues.--Richard Brinhammer, Dell Warning! Warning! 48. Add value to the conversation 49. Censored Unique Useful Well executed Fun Great use of channel 50. Focus on Your Brand Enthusiasts:Prospects Customers CORE Findthem via Social Media Nurturethem carefully Empowerthem to share 51. </p> <ul><li>Consumers Who Like or Follow a Brand: </li></ul> <ul><li>Are more likely to buy1, 3, 4 .51% </li></ul> <ul><li>Tend to spend more money2 ..$71 </li></ul> <ul><li>Are more likely to recommend1, 3, 4 ... 60% </li></ul> <ul><li>Are more likely to be loyal to the brand3.34% </li></ul> <ul><li>Sources: 1) Chadwick Martin Bailey, Mar, 2010; 2) Syncapse, 2010; </li></ul> <ul><li>3) ROI Research, June, 2011; 4) DDB Worldwide and OpionWay Research, Oct, 2010 </li></ul> <p>52. % of marketers who say theirability to measure ROI for media channel is good Social media19% Paid search54% N = 567 globalmarketers,2010 E-mail marketing (acq)53% Online display37% TV21% Newsp/Mags20% 53. If hard ROI metrics are difficult to track directly, consider a range ofsoftermetrics that can be linked back to desired outcomes. # of Likes # of Twitter Followers Brand Sentiment VideoSharing # of BrandSearches Soft Metrics (i.e., Measures of Engagement) </p> <ul><li> Hard ROI </li></ul> <ul><li>Sales </li></ul> <ul><li>Leads </li></ul> <ul><li>Cost-per-sale </li></ul> <ul><li>Profits </li></ul> <p>54. Applying our framework to social media Perceptual &amp; BehavioralOutcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE 55. Identify the specific metrics that will be measured within each bucket I. Exposure </p> <ul><li>Social Networks (Facebook/Myspace):</li></ul> <ul><li><ul><li>Number of fans/friends</li></ul></li></ul> <ul><li><ul><li>Number of comments </li></ul></li></ul> <ul><li>Twitter:</li></ul> <ul><li><ul><li>Number of followers</li></ul></li></ul> <ul><li><ul><li>Number of tweets </li></ul></li></ul> <ul><li><ul><li>Number of re-tweets </li></ul></li></ul> <ul><li>Videos/Photos (YouTube, Flickr):</li></ul> <ul><li><ul><li>Number of views</li></ul></li></ul> <ul><li><ul><li>Number of comments</li></ul></li></ul> <ul><li><ul><li>Number of pass-alongs </li></ul></li></ul> <p>56. </p> <ul><li>Brand Perception Lift (measured pre- and post, test vs. control) : </li></ul> <ul><li><ul><li>Brand awareness </li></ul></li></ul> <ul><li><ul><li>Brand attribute lift </li></ul></li></ul> <ul><li><ul><li>Brand Favorability </li></ul></li></ul> <ul><li><ul><li>Purchase intent </li></ul></li></ul> <ul><li>Engagement Score : </li></ul> <ul><li><ul><li>Based on actual behavior, it represents the degree of magnetism for your social content </li></ul></li></ul> <ul><li><ul><li>Assign points (e.g., a status update or tweet will have a lower value than adding a new fan or follower) </li></ul></li></ul> <p>II. Strategic 57. *Transcend individual social channels Efficiency Metrics of Cost per X : Cost per fan/friend/follower/member Cost per comment/tweet Cost per brand perception lift Cost per increase in purchase intent # of Qualified Leads Sales/Purchases ROI III.Financial* 58. </p> <ul><li>Identify and segment individuals in your target audience into two groups: thoseExposedto social content and aControlgroup (not exposed) </li></ul> <ul><li>Compare outcomes (e.g., purchase history, intent to purchase, sign-ups for a demo) between the two groups by measuring the lift </li></ul> <ul><li>Calculate ROI for the initiative </li></ul> <p>Using consumer panels, design a test &amp; control (A/B) approach to compare outcomes for each metric 59. Once you have the right set of metrics, can you get to ROI? Access to a purchase is required Visibility into Purchase through: a) Self-reporting (surveys) b) Matching to transaction database c) Capturing online purchases 60. Calculating ROI for social media: VALUE forExposed Group VALUE for Control (not exposed) Group Fully Loaded Costs X 100% 61. ROI approach illustratedwith an example Consumers IncrementalSales Lift Incremental Revenue Cost ROI Value $1,480,449 6to 1 77,753 $10,457,414 500,000 Profit $8,019,414 Primary goal Acquire new prescriptions Incremental sales from test sales data obtained from panelApproach Used panels for, incrementalprescriptionsPrescriptions X price Price X margin Loaded costs Profit/costs Unique visitorsViewing content 62. KeyTakeaways: </p> <ul><li>Magnetic Contentis a complement to your traditional paid media efforts its about attraction, not distraction </li></ul> <ul><li>Performance Measurementis about selecting the right metrics from across the three categories of the metrics pyramid (Exposure, Strategic, Financial) </li></ul> <ul><li>Follow the steps, guidelines and frameworks in the book to driveDigital Impact </li></ul> <p>63. LivePerson Creating Customer Connection June 30, 2011 64. LivePerson Enables Meaningful, Real Time Customer Connections 65. Deliver Timely, Relevant Content to Your Customers Secret #2 gets at the problem of engagement with digital consumers 66. Deliver Timely, Relevant Content to Your Customers 67. Create Your Own Virtual Social Media Monitoring RoomWith Real Time Response 68. Create Your Own Virtual Social Media Monitoring RoomWith Real Time Response Using predefined business rules, you can respond with a Tweet of your own, inviting the customer to chat with a representative to resolve their issue in real-time: A customer shares feedback on Twitter: 69. LivePerson can help you engage with your digital customers! Connect with us www.liveperson.com www.facebook.com/LivePersonInc @liveperson User: LivePersonCommunity 70. Secrets to Online Marketing Success Questions &amp; Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording.For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions.To learn abouteMarketer Total Accessplease visitwww.emarketer.com/products or contact us: (800) 405-0844 or[email_address] Digital Impact: The Two Secrets to Online Marketing SuccessNow Available Twitter Hashtag: #eMwebinar Sponsored by : Presented by: Geoffrey Ramsey CEO &amp; Co-Founder, eMarketer, Inc. </p>