The Internet has changed everything in so many industries. And at the same time, in marketing, some fundamental truths never change. - Americans are now spending more time online than watching TV, much of that on social media sites that did not exist 10 years ago. - Newspaper advertising revenue has dropped by over 50%. - About $50 billion/year is now spent on online advertising 70% of Americans use mobile as part of their retail experience - P&G is now spending over a third of its marketing budget on digital. Marketers need to explore the buyer’s journey, develop personas, and use the right mix of digital and traditional media to respond to where that customer is – from awareness to customer to advocate. This presentation addresses some of the disruption caused by digital and the new opportunities that it produces, and technologies to enable them. This presentation was developed by Louis Gudema, Senior Digital Marketing and Sales Maven, and was given at NEDMA's 2014 DM Innovations Symposium.

1. The Fundamental
Things Still Apply
How to deal with “Innovation
Overload” and produce business
results
#NEDMAInno14
Louis Gudema
@louisgudema
http://louisgudema.com

2. Louis Gudema
Senior Account Executive
ISITE Design
Senior Account Executive
Overdrive Interactive
Founder and president
Magic Hour Communications
Blog for
Econsultancy
IDG Connect
http://louisgudema.com

3. Rate of change is accelerating
SEO
banners/ads
search ads
marketing automation
social media
predictive analytics
mobile
real-time bidding
programmatic ad sales
wearables
Internet of Things
website
analytics
email marketing
Ecommerce
CRM
content management system

5. Information
Overload
Innovation

6. Most companies not using
marketing automation
Fortune 500 25%
B2B 11-13%
All 5%
And many of these are using it only for email
http://www.clickz.com/clickz/column/2243015/25-of-fortune-500-b2b-companies-have-adopted-marketing-automation

7. Content everywhere
• 54% of brands don’t have a content
strategy
• 75% of brands intend to increase their
content marketing spend

8. Agencies are overwhelmed, too
http://www.mediapost.com/publications/article/221082/small-mid-sized-agencies-still-ambivalent-about.html
94% of small- and mid-sized agencies say they are not
using, or are not sure of, programmatic ad buying

9. Digital has changed everything

10. Omni-channel marketing lives

11. So the fundamental things
still apply
You need to reach the right AUDIENCE
with the right MESSAGE and OFFER on
the right DEVICE at the right TIME and
MEASURE and OPTIMIZE
And digital gives you many more tools
and channels to do it with

12. Top-down, enterprise approach

13. Bottom-up, departmental
approach

14. “Tactics without strategy
is the noise before defeat.”
- Sun Tzu

15. • Empower innovation champions
• Identify needs
• Break down silos
• Align the entire organization around
change
• Create policies to support change
• Budget to support change
Governance

16. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize

17. Top down…
• This can take 6-12 months
• May need to wait for next budget
cycle for full implementation
• Plan some quick wins along the way
to build credibility

18. Build your team
…of analytical marketers

19. Develop Personas
• Start with 3-6 personas that matter
• Your biggest customers: common
characteristics
• Differences that are important to
buying
• Customer interviews and surveys
• Use demographics and
psychographics and bring to life

20. Developing Personas with Website data

21. Developing Personas with Website data

22. Developing Personas with Website data

23. Data from social media

24. Research tools
WhatRunsWhere.com

25. Social Media listening

26. Research conversations

27. Developing Personas

28. Developing Personas

29. Using personas in website

30. Using personas in website

31. Using personas in website

32. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize

33. Buyers/Customers stages
Awareness
Interest
Preference
Action
Sustain/resell
Champion

34. Buying/Customer Stage

35. Buyer’s journey
http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

36. You must use omni-channel
marketing because
your customer is everywhere.

37. Different preferences for
different experiences

38. Search behavior and keywords
vary by stage of buyer’s journey
http://www.b2bmarketinginsider.com/search-marketing/how-to-use-paid-search-to-target-buyers-by-stage

39. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize

40. Identify best channels

41. Identify best properties…
• Start with search marketing
• Use remarketing
• Site visitors
• Look-alike
• Look at sources of traffic to your
website
• Look at demographics of people
using properties, and how to target
• Consider omni-channel options to
boost results

42. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize

44. http://www.thehubcomms.com/who-is-winning-the-marketing-cloud-wars/article/336854/

45. Tips for selecting technologies…
• What is your technology stack?
• Will IT support it, if necessary?
• Will it integrate with your other
systems, especially your data?
• Avoid a features war
• 80:20 rule
• Best-of-breed vs Integrated suite
• Ease of implementation
• Learning curve and ease-of-use
• Ease of analytics
• Will it make a difference?

46. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize

47. Competitive Research

48. Competitive Research

49. Research: keyword tool

50. Competitive Research

51. Research: keyword tool

52. Competitive ad information

53. Vary content, etc. by stage of
buyer’s journey
Awareness Consideration Decision
Keywords Broad industry,
issues
Solutions Brands
Content Webinar,
infographic,
checklist, Top
10 issues
Case studies,
demos, FAQ,
spec sheet
Free trial,
ROI
calculator,
coupon, info
for CFO
Gated No Maybe Yes
Sales
follow-up
No Maybe Definitely

54. Top down…
• Build your team
• Develop personas
• Map buyer’s journey
• Identify best properties to be in front
of buyer/customer in every stage
• Select and implement enabling
technologies
• Create messages, content, offers, etc.
• Test and optimize

55. Data, data, data…
http://www.searchenginejournal.com/10-great-social-web-analytics-tools/90629/

56. Collect emails first,
sell second

57. Ultimate goal:
quantifying marketing’s
contribution to revenue

58. Maybe your corporate culture
doesn’t support this approach

59. Bottom-up, departmental
approach

60. Bottom-up, departmental
approach

61. Bottom-up, departmental
approach

62. Bottom-up, departmental
approach

63. • Duplicate, possibly incompatible
technologies
• Extra effort, or less cooperation, from IT
• Poor sharing of learnings
• Lack of policies, training, always-on
budgets
• No economies of scale in media buying
• Holes in customer experience
• Etc., etc., etc.
Bottom-up, departmental
approach problems

64. It’s not just the tools,
it’s how you use them

65. It’s not just the tools,
it’s how you use them
http://wowpics.in/amazing-pics/amazing-celebrity-models-pencil-sketches/

66. Louis Gudema
http://louisgudema.com
http://www.slideshare.net/lgudema/presentations
The Fundamental
Things Still Apply