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Marketing and technology are in lockstep, and marketing channels, methods and techniques will continue to be added and to evolve at an increasing rate. This presentation will takes you through the ins and outs of content marketing and marketing ROI. Speaker: Scott McAndrew LaneTerralever Chief Strategy Officer
Citation preview
Digital Summit Denver
Jun / 18 / 2014
(Content) Marketing ROI for Fun and Profit (mostly Profit)
Scott McAndrew, Chief Strategy O!cer LaneTerralever.com
“Our goal is to provide and unparalleled level of service in our industry. To achieve this online, we focus on three
areas: building rich content, growing our commerce capabilities, and establishing communities of suppliers
and end users that share common interests.”
Michael Dell, Dell Computer address to the Detroit Economic Club November 1, 1999
-
“Our goal is to provide and unparalleled level of service in our industry. To achieve this online, we focus on three
areas: building rich content, growing our commerce capabilities, and establishing communities of suppliers
and end users that share common interests.”
How do you feel when you think about managing digital marketing for your brand?
recently asked in a digital marketing survey
overwhelmedresources many excited
digital
importanttoolse!orts
changing
overwhelming
di"cult
value frustratedine!ective managementtime
always
needlearningknow
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ideasconstantly
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challenging
confusingstrategy
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bestdi"cult
brandlackingsupport
tactics
usefrustratedgood
right insights
cautiousstatisticsstrategic
digitally uphilldirect strong
uncertain consistentlycurious
makework driven
come
process
sometimesgood just
plantry
sales
questionable
analyticsROI
success engage challengedinteresting
expensive
move execute marketoptions excitingstressfulthink senior
managingimportant
consistentSEOexcited
prioritycurrentdatacurve
quantify
interestingcompanies
confident
awareness
sta!ed
adequate
revisit
optimization
relevant eye opening
digitalresults
advertisingscatteredgetting
confidentbattle words words
presence
movingknowledge outlets
still
internalmuch proven
optimistic
unclear
constantlyapprehensive
struggle
workslow
education
responseonecomplex
budgets
tactical
invest
dataaverage
neededstrategies
lowbetterfeel
attribution
lowsurepart
frustrating
2014 is the yearof personalization
2014 is the yearof big data marketing
2014 is the yearof millennial madness
2014 is the yearof iBeacons
2014 is the yearof advocacy marketing
2014 is the yearsocial sizzles
2014 is the yearof multiscreen mania
2014 is the yearof event integration
2014 is the yeardigital gets physical
2014 is the yearcontent marketing will die
Marketing and technology are in lockstep, and marketing channels, methods and
techniques will continue to be added and to evolve at an increasing rate
Technology Advancement 1810s - 2010s
1810
1820
1830
1840
1850
1860
1870
1880
1890
1900
1910
1920
1930
1940
1950
1960
1970
1980
1990
2000
2010
Marketing Channels 1810s - 2010s
1810
1820
1830
1840
1850
1860
1870
1880
1890
1900
1910
1920
1930
1940
1950
1960
1970
1980
1990
2000
2010
Gartner’s Hype Cycle for Technology and Marketing
Content Marketing
Gartner’s Hype Cycle for Technology and Marketing
Content Marketing
Peak of Inflated Expectations
Gartner’s Hype Cycle for Technology and Marketing
Content Marketing
Peak of Inflated Expectations
Trough of Disillusionment
34%
66%
CMO’s: Do you feel pressure from your CEO or Board to prove the
value of marketing?
YES
NO
CMO’s: Is this pressure increasing, decreasing, or
staying the same?
0
15
30
45
60
INC
REA
SIN
G
SAM
E
DEC
REA
SIN
G
Hypothetical C-Suite Survey How much of what you learned in college
is applicable in your current role today?
Hypothetical C-Suite Survey How much of what you learned in college
is applicable in your current role today?
Hypothetical C-Suite Survey How much of what you learned in college
is applicable in your current role today?
CEO !
85%
Hypothetical C-Suite Survey How much of what you learned in college
is applicable in your current role today?
CEO !
85%
CTO !
75%
Hypothetical C-Suite Survey How much of what you learned in college
is applicable in your current role today?
CEO !
85%
CTO !
75%
CFO !
99%
Hypothetical C-Suite Survey How much of what you learned in college
is applicable in your current role today?
CEO !
85%
CTO !
75%
CFO !
99%
CMO !
30%
The impression I get from working with brands, organizations, and agencies—a mix of young upstarts, midcareer professionals, and top-level executives—is that success in digital marketing is a fast-moving target. Even as a single strategy hits the mark, a new tech development rewrites the rules and forces even the savviest marketer to start from scratch. Past successes no longer ensure future ones. Leaders complain that they need to adapt faster, and they simply don’t know how. The digital disruption has caused a knowledge gap.
Johanna Frelin The Management Blog Bloomberg Businessweek
-
Marketers Know Change is Necessary
Marketers expect their role to change quickly… and that change is becoming the norm…
- Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
Marketers Know Change is Necessary
Those that embrace change don’t know how to do it.
- Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
7 Simple Social Media Moves
That Work
Top 10 of the Top 10 Lists in
Digital and Marketing
The Cost Of Social Media Fame In 2014?
About $6,800
The Gloves Are O!: Email vs. Mobile
4 Ways Click Farms Screw
Your Business
67% of Marketers don’t believe Marketing ROI requires a financial outcome (these are the very Marketers that struggle to give the correct mathematical formula for Marketing ROI) !- Fournaise 2012
33%
67%
63% of Marketers don’t include any financial outcome when reporting on and presenting marketing results to their CEOs & Top Management. !- Fournaise 2012
37%
63%
ROI is an equation, not a theoretical concept
ROI =
ROI is an equation, not a theoretical concept
ROI =gain from investment - cost of investment
cost of investmentx 100
(Content) Marketing ROI - Challenges
(Content) Marketing ROI - Challenges
1. Lack of systems / ability to analyze data / silo’d data
(Content) Marketing ROI - Challenges
1. Lack of systems / ability to analyze data / silo’d data
2. Lack of collaboration across business functions
(Content) Marketing ROI - Challenges
1. Lack of systems / ability to analyze data / silo’d data
2. Lack of collaboration across business functions
3. Competing agency partner interests
(Content) Marketing ROI
(Content) Marketing ROI
1. Make sure you have a proper marketing strategy first
(Content) Marketing ROI
1. Make sure you have a proper marketing strategy first
2. Marketing leader = marketing + analytics + business mechanics
(Content) Marketing ROI
1. Make sure you have a proper marketing strategy first
2. Marketing leader = marketing + analytics + business mechanics
3. Be bold and bring the change to your organization
If you have clear business goals, and based on those
goals have a clear, measurable marketing strategy
to work from then everything else falls into place.
Thank You !For a copy of this deck please email me at [email protected]
Scott McAndrew Chief Strategy O"cer LaneTerralever [email protected] 480.839.1080
