Digital Marketing Strategy here is an update version of last year's tutorial at the AMA marketing symposium for higher education. More emphasis this year on "Big Data" but still a major concentration on various forms of online advertising, from display ads to retargeting... and special notes on the value of landing pages
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Transcript
Bob Johnson Consulting, LLC ... @HighEdMarketing 1
DIGITAL MARKETING STRATEGY: BUILDING BRAND STRENGTH & ENROLLMENTS
Bob Johnson, Ph.D.AMA Symposium for the Marketing of Higher Education
Boston, MANovember 10 - November 13, 2013
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Who is Bob Johnson?• Website reviews from a marketing perspective• “Top Task” research partner w/Gerry McGovern at Customer Carewords, Ltd, Dublin, Ireland
• @highedmarketing… 6,400+ Twitter followers• “Higher Education Marketing” blog• Symposium for the Marketing of Higher Education… chair, 1994 to 2003
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This was real, but silly…http://2d-code.co.uk/qr-code-airplane-banner/
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Not just a play on words…
•“We don't believe in digital marketing. We believe in marketing in a digital world, and there's a huge difference." • Clive Sirken, CMO, Kimberly-Clark, March 2012
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Marketers & “digital” in 2013…http://www.imediaconnection.com/content/34878.asp
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IMPORTANT STRATEGY POINTS…A definition…And 6 points to craft a plan
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Today’s marketing strategy definition…
• “Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.”• en.wikipedia.org/wiki/Marketing_strategy
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6 important strategy points…
#1• Social media…
• Marketing and PR can’t control the message anymore
• Facebook still dominates
• YouTube is second
#2• Mobile…
• People are connected everywhere, all the time
• Easy to share opinions
• Different tasks on different devices?
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Two more really big things…
#3• Big Data…
• “Big data” = the capacity to know more about people than ever before
• We can use it for more precise advertising
#4• Engagement
• More people will “like” and “follow” than will actively “engage”
• Not everybody wants to “engage”
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And two more…
#5• New technology
• No need to be first in everything, especially if you don’t know how the “shiny object” fits in your marketing plan
• Relax
#6• ROI
• Difficult to measure the individual impact of every step in a marketing campaign
• But can measure advertising response
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Marketing online for…
Brand awareness…
• We want people to know who we are today so that tomorrow if they need what we offer they will include us in their choice.
• Does not require call to action and landing page.
• Institution focused (often).• Clicks on links optional.
Direct response…
• We want people who are ready (or nearly ready) to make a purchase to start today.
• Requires a call to action and a landing page.
• Academic program focus• Clicks on links mandatory.
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A (VERY) LITTLE BACKGROUNDHow we got started and where we are today
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Smartphones enabled the revolution…http://bit.ly/TlMtvN
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Tablets are expanding it…
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And technology keeps moving…http://bit.ly/UQuQew
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New format for admissions interviews?
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REASONABLE EXPECTATIONS FOR SOCIAL MEDIAPew Internet and American Life…Forrester…Noel-Levitz E-expectations
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Social media “experts” often insist…• “A two-way conversation between marketers and
consumers is the whole point of social…• “Anything less… is a reflection of outdated broadcast-style
thinking.”• Consider an alternate reality• Most people “follow” and “friend” brands to listen, not to
engage in a conversation.• Numbers do count… the more listening the better.
• Reality makes “ROI” extremely challenging to measure• What are all those “followers” and “friends” actually doing?• When will they take a “desired action”?
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Top 10 social media sites, 10/6/12…http://ex.pn/SV3o84
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Top 10 social media sites, 9/28/13…http://ex.pn/SV3o84
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What do people do on social media?http://empowered.forrester.com/tool_consumer.html
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Social media influence level for teens…Noel-Levitz E-expectations survey, 2013
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2 important points re social media…• Lifespan of a new item on Facebook, Twitter is very short… just a few minutes.
• Not everyone visits social media every day… even teens.
• If something is important, post it more than once.
• On more than one day if timing permits.
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ADVERTISING IN THE DIGITAL WORLD Where are your dollars going now?Targeting for Facebook… and all else
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Evolution of digital advertising…http://bit.ly/OWRzn3
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Google & high speed access in 2004…
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Rapid evolution continues…
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Desktop vs. mobile to 2017…http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959
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BIG DATA…Friend, Foe or Marketing Fantasy?
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Where does Big Data come from?http://slidesha.re/15THr6E
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Big data… a contrarian viewFrom The Guardian at http://bit.ly/15WGgy4
•"Big data is in danger of being hijacked by the people who hijacked terms like one-to-one marketing, and customer relationship management [CRM].
• “…tech companies who sold huge bits of kit that became an enormous project and then just ground to a halt.” • Scott Logie, Direct Marketing Association chair
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Big data = Customer intelligence…• Fact: few people object to ads that interest them• Opportunity: reduce mass advertising, focus lead generation marketing to people who might have an interest
• Conversion: with permission to speak, keep content relevant to top tasks of people receiving it
• Penalty: to much “brand speak” and people will withdraw permission to speak or just ignore you
• Reward: people will like your brand
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“Intelligent” is the key word here…http://slidesha.re/15THr6E
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Relevant = Knowing top tasks
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Select where we put display ads…
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FACEBOOK ADVERTISING…The Facebook example…
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Facebook is today’s mass media…• About 1% of people who follow major brands actively “engage” with them… almost everyone just listens. That’s OK.
• “People need to understand what Facebook can do for a brand and what it can’t do. It doesn’t really differ from mass media. It’s great to get decent reach, but to change the way people interact with a brand overnight is just unrealistic.”• Karen Nelson-Field, (Ehrenberg-Bass Institute,
Australia), based on FB metrics “People Talking About This”
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Facebook is simplifying ad options…http://newsroom.fb.com/News/620/An-Update-on-Facebook-Ads
• Summer and Fall of 2013… from 27 to <13?• “Our vision is that over time, an advertiser can come to
Facebook and tell us what they are trying to achieve, and our ads tools will automatically suggest the right combination of products to help them achieve it.”
• Goal: easier for non-professionals to plan, place advertising
• “More conversions after the first month of the campaign than we did during almost the entire fall enrollment period campaign – which is usually the top performing campaign of the year.”• Genny Drennen, Fraser
The whole form on a single screen…https://www.scps.nyu.edu/contactUs.htm
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A rare texting option…http://online.gannon.edu/webform/request-more-information
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And for traditional students…http://bit.ly/OqbqFY
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IN THE (NEAR) FUTURE…
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Extraordinary speed…• “In 2000, “the first ads we wrote for Oracle were about 7 seconds. If the consumer was online and didn’t get the content that they wanted within 7 seconds, they’d be gone.
• “Now 7 seconds is a lifetime.”• In 2017?
• “If Spotify is fixated with delivering content in under 200 milliseconds now, can you imagine what the competition will be in 5 years?”• Lawrence A. Kimmel, CEO, Direct Marketing Association
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A verbal search future… https://support.google.com/chrome/answer/1331723?hl=en
• In the mobile world, no need to touch anything
• What words will your visitors use?
• Must work better than your “search” works now
• “Top task” even more important… know “Taskwords”
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Google glass… still a marketing puzzlehttp://bit.ly/1hRHbVP
For 2012 in New Orleans… For 2013 in Boston…
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And what might you do with this?
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WRAPPING UP…STRATEGY POINTS FOR SUCCESS
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Digital strategy steps…• First impression online is critical…
• Top tasks from customer viewpoint• Abandon “marketing speak” content
• Big Data to craft targeted advertising• Simple online inquiry forms boost ROI…• Immediate inquiry response…
• Telephone, email, or texting• Continuing response unless told to stop…• New role for video story telling
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An underused strategy element…• Academic program interest of potential students as the starting place…• Online advertising for individual programs• Use academic program interest from first response• Inquiry, application & finance options from every
academic program page• Academic content written for students, not faculty and
their friends• Social media plan for selected programs• Video stories from students and faculty in academic
programs
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THANKS FOR BEING HERE IN BOSTON!Bob Johnson, [email protected]@highedmarketing
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DIGITAL MARKETING RESOURCES
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Can advertising as we knew it survive?http://blogs.hbr.org/2013/08/advertisings-big-data-dilemma/