Copyright 2014 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc. Susan Saurage-Altenloh April 2014 Shaping Your 2014 Strategy: Audience Engagement Trends
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Copyright 2014 by Saurage Research, Inc. All rights reserved. No part of this document may be reproduced by any means whatsoever without permission in writing from Saurage Research, Inc.
Susan Saurage-Altenloh
April 2014
Shaping Your 2014 Strategy:
Audience Engagement Trends
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• Know [everything] about
customers and how they make
choices
• Convert any and every thing you
know into advertising strategies
that expand the business
• Leverage [all of] this knowledge
for stronger positioning, greater
share of wallet, enhanced
customer loyalty and a stronger
bottom line…in any economy
The advertising communication challenge…
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• Know [everything] about
customers and how they make
choices
• Convert any and every thing you
know into advertising strategies
that expand the business
• Leverage [all of] this knowledge
for stronger positioning, greater
share of wallet, enhanced
customer loyalty and a stronger
bottom line…in any economy
• …on a “reasonable” budget
The advertising communication challenge…
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You call that “reasonable?”
[gratuitous use of emoji]
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Trends that Drive Change in Audience Engagement
• Immersive brand experience
• Visual engagement
• Mobile as portal to life
• Sensory experience
• Mash-up of innovation and tradition
• Authenticity means imperfection
• It’s bigger than just me
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Trends that Drive Change in Audience Engagement
• Immersive brand experience
• Visual engagement
• Mobile as portal to life
• Sensory experience
• Mash-up of innovation and tradition
• Authenticity means imperfection
• It’s bigger than just me
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The target market is comprised of “inexperienced” women
whose confidence is manifested through sports activities.
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The target market is comprised of “inexperienced” women
whose confidence is manifested through sports activities.
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The target market is comprised of “inexperienced” women
whose confidence is manifested through sports activities.
Know your audience. Really well.
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Having clear, actionable information
and insights drives effective strategy.
How might this kind of knowledge inform
your audience engagement strategy?
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Metrics for Successful Audience Engagement
• Revenue Metrics: Marketing’s aggregate impact on
company revenue
• Marketing Program Performance Metrics: The
incremental contribution of individual marketing
programs
• Customer Profitability: Lifetime value of an
incremental customer
• Web Analytics: Measures Web visibility to target
audiences against potential audiences, and compares
against industry and competitor benchmarks
• Advertising & PR: Measures impact of communications initiatives
• Product Performance: Comparatively measures the total sales and margins of
individual products
• Brand Preference and Health: Assesses brand preference in relation to preference
for competing brands
• Sales Tool Usage: Measures which product marketing materials are being used the
most
Marketo.com’s “Definitive Guide to Marketing Metrics”
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Insights are gathered in many forms…
Quantitative
• Measurable, structured, projectable, expressed in numeric form
• Format: Statistics (metrics)
• It asks: How many?
Qualitative
• Subjective, exploratory, open-ended, anecdotal
• Format: Metaphors, symbols, stories
• It asks: What? Why?
Competitive Intelligence
• Gathering, analyzing, and managing external information that
affects plans, decisions, operations
• Format: Interviews, info retrieval, market analytics, empirical data
• It asks: Status, history
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Inexpensive tools are available…
With customers:
• Simple onsite surveys
• Roundtables, lunch & learns
• Direct ask, IDIs
• Online customer surveys
With external markets:
• Quantitative surveys
– Online, phone, email, direct mail, SM mining
• Qualitative surveys
– FGs, IDIs, OQR, ethnography, mobile, SM
With internal markets:
• Roundtables, lunch & learns
• Direct ask, IDIs
• Employee communities
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16 Image from ProvalisResearch.com ad in AAPOR 2013 conference guide
Text analytics
Content / sentiment analysis
Integrating data and images
Social media metrics
Neurosensory research
[SCARY EXPENSIVE NEW CONFUSING STUFF]
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Where Metrics Go Wrong
• Vanity metrics: impressions, views, FB Likes aren’t the rights choice for CEO
deliverables, only for internal uses
• Measuring what is easy: stand-in numbers for difficult-to-measure items
• Focusing on quantity rather than quality
• Activity, not results: activity is easy to see; marketing results are harder to
measure
• Efficiency, not effectiveness: Effectiveness metrics (doing the right things) differ
from efficiency metrics (doing – possibly the wrong – things well)
Marketo.com’s “Definitive Guide to Marketing Metrics”