Digital Marketing Forum October 24, 2013
“The future ain’t what it used to be” Yogi Berra seemed like a man ahead of his time with this famous quote. With the ever changing landscape of digital marketing, the future doesn’t always happen the way we think it will.
“Information Overload” Another person ahead of his time, Alvin Toffler coined the term “information overload,” and believed the accelerated rate of technological and social change left people disconnected. Sometimes we’d rather text or Facebook someone rather than call.
Digital Timeline • 1982: The Internet Begins • 1995: Amazon.com goes online • 1998: Google founded • 2004: Facebook Founded • 2006: MySpace hits 100 Million users • 2010: Facebook hits 500 Million users • 2012: Facebook hits 1 Billion Users
Forum Agenda • TRENDS & STATS: • Digital marketing by the numbers • IN THE NEWS: • What’s changing in the digital ecosystem • DIGITAL MARKETING: • INBOUND: Website, organic search, content, social, mobile • OUTBOUND: Paid search and display • ANALYTICS: • Measure it so you can manage it • Q & A
TRENDS & STATS Digital marketing by the numbers
Trends & Stats Digital increasing as percentage of marketing spend Digital marketing averages 2.5% of company revenue and 25% of overall marketing expenses Digital advertising accounts for 12.5% of digital marketing budgets 64% of marketers say their social advertising budgets are on the rise. • US Digital Marketing Spending Survey 2013, Gartner Group March 2013 • Vizu, Nielsen January 2013
Trends & Stats Digital increasing as percentage of budget 41% re-invest savings from digital programs into additional digital opportunities Up to 50% of digital marketing activities are outsourced 70% of survey participants now have a Chief Marketing Technologist – 80% of whom are now considered part of the Marketing Department US Digital Marketing Spending Survey 2013, Gartner Group March 2013
Trends & Stats It’s a multi-screen world Our Time With Screens Of all media interactions are screen based Television • 90% • 98% • 39 Mins • 43 • Mins • 30 Mins • 17 Mins Of consumers move between screens daily Laptops & PCs Tablets A recent Nielsen study estimated that 68% of mobile searches actually occur at home where there are other larger screen devices available. Smartphones
Trends & Stats The Internet has become an integral part of consumers’ commercial activity Of consumers turn to Google, Bing or another search engine to find information on products, services or businesses prior to making purchases. • 97% • 89% Of consumers use digital media when researching products or services in their local area. BIA/Kelsey study, 2011
Trends & Stats The balance of power in local shopping and promotion has shifted to online Local marketing used to be dominated by placements in the local newspaper, radio spots and listings in yellow pages. Consumers are now expecting access to instant and updated information, reviews and peer recommendations and look for them online, on social media, on your website. BIA/Kelsey study, 2011
IN THE NEWS What’s changing in the digital ecosystem
In the News Google’s push for a better user experience: Panda "Succeeding in SEO will be the same as it's always been if you're doing it right – give the users a great experience.“ ~Matt Cutts, Google’s “Web Spam Czar” Dubbed the “farmer”, the Panda update was primarily targeted at “content farms,” a term used to describe sites that created high-quantities of low-quality content as a way to game the system and rank highly in Google’s search results. There have since been multiple updates to Panda since the original roll out impacted many legitimate websites.
In the News Google’s push for a better user experience: Penguin • This update to the algorithm targeted “Web Spam,” as Google calls it, websites that try to gain better rankings through things like: • Keyword stuffing • Link schemes • Cloaking, “sneaky” redirects or “doorway” pages • Purposeful duplicate content • Unnatural guest blogging
In the News Google’s push for a better user experience: Hummingbird “the future is about things, not [keyword] strings.” ~Matt Cutts, Google “Spam Czar” Hummingbird, the “fast and precise” and completely new Google search algorithm was launched about 2 months ago but announced just a few weeks ago. • Natural language queries: results that answer who, what, when, why & how, understanding context and meaning • Search functionality: the SERPs will compete with website content – better be high quality, useful, informative • Search vs. social channels: SERPs answer what you'd ask your friends in social channels
So What Does this Mean? The Impact of Hummingbird? An even greater emphasis on understanding and segmenting your audience. • An even greater focus on Inbound marketing and selective Outbound marketing: • Producing quality content • Understanding user context • Attracting high quality natural links from quality websites • Caring about the user experience
DIGITAL MARKETING Inbound: website, search, content, social, mobile
Inbound Marketing Your website is your business’ flagship location and your brand’s calling card. • Invest in ongoing improvements & maintenance as you would a physical location • Open 24/7/365 • Accessible from anywhere • Defined, limited hours of operation • Limited to local access
Inbound Marketing Why do visitors come to your website? • Shopping • Reviews • Advice • Information • Customer service • Shopping • Reviews • Advice • Information • Locations & directions • Customer service • Service • Product reviews • Inventory • Recalls • Coupons • Locations & directions • Customer service • Product reviews • Inventory • Recalls • Coupons
Inbound Marketing Website considerations • Ensure a good user experience • Home page is the “butler” for your website, it acts to welcome visitors and direct them to key content • Site design (look & feel) should match your brand and visitor expectations • Site content organization must match site intent • Each page of your website must answer the following questions: “Where am I?” “What can I do here?” “What should I do it?” in 5-7 seconds • Have clear calls-to-action (but not too many)
Inbound Marketing Website considerations • Target your ideal customer persona • Understand your audience: develop profiles • Optimize for humans, not robots • Include strategic keywords, but don’t artificially “stuff” • Create informative, valuable content • Develop a content strategy & plan • Create new content regularly • User test and A/B/n test your website regularly to continually optimize
DIGITAL MARKETING Inbound: website, search, content, social, mobile Organic Local
Inbound Marketing Search brings traffic to your website • On-page search engine optimization • Content • Social SEO • Inbound links • Google • Bing/Yahoo! • Facebook • LinkedIn • Twitter • Offers • Landing pages • Business listings • Directories • Mobile
Inbound Marketing Organic Search considerations • Bad SEO that can hurt your rank • Thin content: auto-generated/scraped content, doorway pages, too many ads • Slow page load times resulting from not caching/compressing page elements & requiring them to be downloaded • Too much Flash (invisible to search engines) • Spammy links (trying to game the system can hurt) • Poor user experience leading to a high bounce rate • Organic Search
Inbound Marketing Organic Search considerations • On-page SEO basics • Unique title tags for every page • Unique content for every page • Use keywords in image alt text • Use keywords in header tags (e.g. H1, H2, H3) • Have unique meta description with a call to action for every page • Organic Search
Inbound Marketing Organic Search considerations • Inbound link SEO basics • Focus on link quality over quantity: 5 good links > 500 poor quality links • If you have them, disavow poor quality “black hat” or “spammy” links/paid links • Develop and execute a “white hat” link building strategy and actively manage your link profile • When guest blogging, use anchor text that is relevant to your content • Organic Search
Inbound Marketing Local Search considerations • Claim and regularly update key directories and listings • Google Places (links to Google Maps) & Google+ Local for Business • Bing Places for Business • Update your listing on key review sites • Yelp, Angie’s List, BBB, etc. • Include Location Extensions and Call Extensions into paid search (Google & Bing) • Embed interactive maps on your website to help customers get directions and find you • Local Search
Inbound Marketing Local Search considerations • Increasingly visual world: use photos • Include photos of your business, inside and out and photos of people (real people) engaging with your business • Candid photos are preferable and photos taken by customers to be encouraged) • Mobile search at the local level is on the rise • Get a mobile website (good) or upgrade your website to be responsive (better) • Target mobile with paid ads • Track clicks and calls • Review your attribution model • Local Search
DIGITAL MARKETING Inbound: website, search, social, mobile, content
Inbound Marketing Social media strategy and execution considerations • Social media plays two primary roles • Engagement with your audience (community management) • Distribute content to bring inbound traffic to your site (SEO) • Goals and objectives • Keep activity consistent • Be realistic • Stay committed to the effort • Develop a policy that aligns with company brand personality • Be aware of external factors: public companies, regulatory bodies, partnerships
Inbound Marketing Social media strategy and execution considerations • Schedule time in the day/week to blog, comment and distribute content. • Be realistic about your time: a “dead” blog is worse than no blog at all • Prioritize: don’t spread yourself too thin: better be active on three social channels than barely there on five • Establish goals and track KPIs • Avoid outsourcing the voice of your brand • Outsourcing blogging & articles is OK • Outsourcing customer engagement… not advisable
Inbound Marketing Social media strategy and execution considerations • Use available tools to track your social media activity: • Most platforms have integrated analytics • Connect your social channels to website analytics • Deploy tools that improve efficiency & insights • Don’t get lured by bells & whistles – map features to needs No Cost Google Analytics Internal Tools: Facebook, Twitter, LinkedIn, Pinterest TweetDeck Klout And many others Low Cost HootSuite Sprout Social Twitalyzer MarketMe Suite Buffer BlitzMetrics And many others Mature Programs Sysomos Radian6/Salesforce Source Metrics Simply Measured NetVibes for Agencies SDL (fmr: Alterian) And many others
INBOUND MARKETING Inbound: website, search, social, mobile, content
Inbound Marketing Mobile marketing considerations According to Google’s own research 94% of smartphone users search for local info, 51% visit the store they searched for and 29% make a purchase. 57% of mobile users say they won’t recommend a business with a poorly designed mobile site, and 40% have turned to a competitor after a bad mobile experience.
Inbound Marketing Mobile marketing considerations • Understand your mobile customer • What combination of devices and OS’s comprise the bulk of high value mobile audiences in your market? • What type of information do they expect? • How do they use mobile to interact with your brand (buy, research, directions to your business)? • If you are considering eCommerce via the mobile channel, how will you fulfill the purchase? • Tablet and smartphone use can be very different • Mobile metrics • Set mobile specific goals & objectives • Metrics & KPIs need to be aligned
DIGITAL MARKETING Inbound: website, search, social, mobile, content
Inbound Marketing Content strategy and execution considerations • Content consists of the digital assets used to engage your audience including: • Your website and its presentation • The pages of your site and all their components • Social/interactive content like blogs, videos, tools, podcast/audio, images, and user generated content • Applets (e.g. a product selection tool), eBooks, articles, offers/incentives and infographics
Inbound Marketing Content strategy and execution considerations • Understand the audience for your content • What are the key demographic considerations? • What is their job level or household role? • What does a day in the life look like? • What are their pain points? What issue do you solve for them? • What do they value most? What are their objectives in a solution? • Where do they go for information? • What experience are they looking for when seeking information? • What are the most common objections to your product or service?
Inbound Marketing Content strategy and execution considerations • A Content Strategy includes: • The content you will & will not create to differentiate your brand • Selected publishing and distribution channels • The unique value proposition this creates for the brand • The goals and objectives you will achieve if successful • Develop a Content Calendar to Guide Your Efforts • It must align with business goals • Create an overarching calendar identifying major events (e.g. holidays, promotions, etc.) • Create quarterly calendars • Set monthly priorities and schedules but be flexible to accommodate changes
Inbound Marketing Content strategy and execution considerations Align content with your customer’s purchase journey What is it? Who are you? Awareness Display Ads, PR, Promotions, Blogs, Testimonials, Analyst Papers, Industry Trends Unaware of Need Who needs it & why? Education eBooks/Buyer’s Guides, How To Guides, Blogs, Webinars, Events, Industry Whitepapers Interest Established What are the consequences without it? Validation Webinars, Seminars, T-10 Reasons, Trials/Demos, Customer References Problem Acknowledged What are my options? Sales Presentations, Product Whitepapers, Discount, Case/Customer Studies, Competitive Intelligence Seeking A Solution Why should I choose you?
DIGITAL MARKETING Outbound: Paid search and display
Outbound Marketing Paid Search considerations • Major paid search channels • Google (reach) vs Bing/Yahoo (lower CPCs) • Facebook vs LinkedIn vs Amazon • Set up conversion tracking • Include Sitelinks, Location Extensions, Call Extensions • Know your Customer Lifetime Value • Acceptable acquisition cost • Acceptable cost per lead • Allocate a test budget • Test > learn > lather > rinse > repeat • Paid Search
Outbound Marketing Display marketing considerations • Display is about brand awareness • The primary role of display is to inform and keep your brand front and center • Test first using the tools available on the Google Display Network before considering other networks (AOL, Amazon, Yahoo!) • Test creative and messaging, tag links to enable tracking • Retargeting is highly recommended • Data show that display in combination with optimized paid and local search contribute to lift in website visits
Outbound Marketing Display marketing considerations • Develop a display strategy • Set specific goals & objectives • Develop a targeting strategy to reach your desired audience (where they are, who they are, what they want) • Remember that clicks are gravy • Metrics & KPIs need to be aligned
ANALYTICS Measure it so you can manage it
Analytics More than numbers, actionable insights. • Kill the HiPPO’s (Highest Paid Person’s Opinion) • Need: A culture of data driven decisions. • Respect the results even when conventional thinking is the opposite. • Analytics isn’t just numbers. It’s the creativity to seek out and ask the right questions. • Explore new sources of data to add layers of insight. • Analytics isn’t one person’s job, it’s in a company’s culture or it isn’t.
Analytics Web analytics in the right context • All web analytics except log file analysis is sampled data • Look for trends not absolutes • Filter and segment your data to better understand your key audience behaviors • Data that isn’t actionable is noise • Focus on the most impactful measures of progress to goals
Website 101 Technical SEO basics • Consolidate www.mysite.com & mysite.com with 301 redirects • Create site maps for users and sitemap.xml files for search engines • Restrict use of Flash to accentuate content • Use HTML5 & CSS for fancy elements • Create a Google Webmaster Tool account to track and fix site errors such as 404s and broken links • Organic Search
Paid Search Best Practices Maximizing your PPC ROI • Major Paid Search Channels • Google (reach) vs Bing/Yahoo (lower CPCs) • Facebook vs LinkedIn vs Amazon • Conversion tracking • Life Time Value of a Customer • Acceptable acquisition cost • Acceptable cost per lead • Test Test Test • Allocate a test budget • No failed tests >> added learnings reduce uncertainty
Paid Search Best Practices What to test in PPC • Keywords, Match-types and Bid Strategies • Ad Copy: headlines, descriptions, display URLs • Landing pages & Conversion paths • Offers: $-savings, Percentage off, Free Shipping, Free Trials, Whitepapers/Content • Targeting settings: geographies, day parts, ad serving, ad extensions • Best Testing Methodology? • A/B sequential or concurrent is sufficient for most • Multivariate only for high volume environments