THE ALWAYS ON CUSTOMER:
2014 Digital TrendsPresented by Maria Harrison
January 23, 2014
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The Customers
Screens and Channels
Stats and Wins
TARGET AUDIENCE
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Definition – help me.
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DELIGHT YOUR CUSTOMERS
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ALL PROFITS ARE GOOD ?
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10 YEAR SHARE PRICES WITH INCREASES
STRUGGLE TO HOLD SHARE PRICE CONSTANT
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Chicken Syndrome?
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<
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So, we’re talking to….
DIGITAL TREND 1
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mobile is transformin
g the customer
experience
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PC sales
Tablets/Phones
http://www.gartner.com/newsroom/id/2408515
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Source: http://www.newmediaandmarketing.com/consumers-are-using-multiple-devices-to-access-information/
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65% of C-level executives are completely comfortable with making a business purchase on a mobile device. http://www.business.com/b2bmarketing/b2b-love-smartphones-mobile-marketing/
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Google study reported that half of all B2B-related tweets happen on mobile devices, and 83% of executives are posting to business-related social media sites.
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• Check in via smartphone app or via text message
• Supported on both feature phones and smartphones
• Device on door recognizes smartphone/code provided via text
• Avoids waiting in lobby• Since users may repeatedly enter their
room in a day, it gives marketers a chance to market other hotel amenities inside that app and increase $$$ per traveler
• Inline with boutique hotel’s personality of going above and beyond for travelers
• Just launched Jan 2014
TRADE SHOWS
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• Dupont’s Pioneer Brand
• Farm Progress Show iPad app
• No more printing 50 different brochures!
• App displays map so attendees could pinpoint where their growing operation is and see a custom list of relevant products for that area.
• Attendees could also have the custom list of products and information about them sent to their email.
http://www.ogilvydo.com/wp-content/uploads/2012/12/Mobile-B2B-whitepaper-FINAL.pdf
TAKEAWAY
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You cannot
ignore mobile in
your marketing
plans.
DIGITAL TREND 2
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content is still king
this year. context is queen.
DIGITAL TREND 2
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WHY DO IT? Brand Awareness Lead Gen Sales Thought Leadership SEO Value List goes on and on….
CONTEXT IS QUEEN
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• Be mindful of the location of your content.
• Whitepapers don’t play well on a smartphone – who wants to read that?
• Serve an alternative landing experience
ZOMBIE APOCALYPSE MARKETING CAMPAIGN
BY SUNGARD
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Situation• Educate IT professionals on the benefits of Cloud and how
to utilize these while fully protecting their data and applications
• Cut through a lot of noise about these types of services
Solution• Create an infographic and E-book that paralleled the
theme of moving to the Cloud with surviving a zombie attack
• Success would be measured on the number of times the infographic was shared by influential third-party Cloud-based sites
• Infographic and E-book outlined what IT leaders and business need to consider in a “survival guide” format, should their data be lost or compromised in a disaster. The survival guide played on a zombie attack, a timely pop-culture theme today, and walked readers through a three-phase plan, Prepare, Plan and Protect
• Used a popular trendy topic of zombies• Debuted in timely fashion right before Halloween
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Results •Yielded more than 3x expected downloads•2x expected open and CTRs•Featured prominently on home pages of several influential niche cloud sites
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Key takeaways: • Leverage current trends (e.g. zombies)•Have a personality• Repurpose/reuse content in multiple channels (e.g. social, email, landing page) •Measure success by more than just sales (e.g. shares)
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Bonus ideas: • Create quizzes about
whitepapers• Create polls about topics
related to whitepapers• Create multiple blog posts
that hone in on various topics within whitepaper
TAKEAWAY
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Create
interesting engaging
and timely content
and then share the hell out of
it. Optimize for device.
DIGITAL TREND 3
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native advertising
DIGITAL TREND 3
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• Advertiser provides content in the context of the user’s experience
• Seamless integration
• Feels less intrusive
• Less user-experience disruption
DIGITAL TREND 3
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• View native ads 53 percent more than traditional displays
• Have an 18 percent higher purchase intent after viewing native ads as compared to banner ads
• Are 13 percent more likely to share native ads as compared to regular banner ads.
PG Media Lab and Sharethrough 2013 Study
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NATIVE AD - SHARETHROUGH
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TAKEAWAY
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Look for
opportunities to ingrain
your content with
your key publishing partners.
DIGITAL TREND 4
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programmatic ad buying
WHAT IS IT?
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• Defragments a complex media landscape• Aggregates inventory and applies algorithms
to determine where your ad $$$ will be most effective
• Supposedly reduces need for human oversight
• Aggregated, Purchased, Scheduled, Analyzed, Optimized, via
Demand Side Software• Real-time bidding networks
• FB Ads API• GDN
DIGITAL TREND 4
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WHAT IT PROMISES?
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• Cost-effective
• Constantly optimized
• Highly targeted
WHAT’S RIGHT FOR B2B THOUGH?
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• CRM highly targeted buys• You provide CRM retargeting company with
CRM data, namely email addresses• CRM retargeting company matches your
offline and online data keyed off an email address to an anonymous online audience via cookies with extensive coverage and high accuracy.
• CRM company places the online audience on a real-time ad exchange (DSP) & campaign runs supposedly with larger, more valuable, and more targeted audience.
• Your customers see a relevant and timely message from your brand.
TAKEAWAY
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Test it. It’s newish; test and learn.
SO, TO RECAP….
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• Customers want to be loved
• They’re overworked, tired, have attention spans < goldfish and interacting on multiple screens
• The trends: 1. Mobile is big2. Content king; context queen3. Native advertising is less disruptive and
highly shared4. Programmatic buying is worth testing
THANK YOU! MARIA HARRISON
WWW.TWITTER.COM/BULLSEYEMH
WWW.LINKEDIN.COM/MHARRISON
WWW.FACEBOOK.COM/BULLSEYESTRATEGY
954-609-9110 (M)954-591-5999 (O)
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