10 Digital Marketing Essentials for Technologists takes a first pass at creating a shared understanding and language for technologists and marketers around goals, measurements and capabilities. Think of this as digital marketing bootcamp 101.
Micro-Scholarship, What it is, How can it help me.pdf
10 Digital Marketing Essentials For Technologists
1. @johnbrunswick
10 DIGITAL MARKETING ESSENTIALS
FOR TECHNOLOGISTS
Learn
How
Become
a
be.er
technologist
by
learning
the
basic
aspects
of
digital
marke:ng
to
enable
be.er
communica:on
between
LOBs.
2. @johnbrunswick
10 DIGITAL MARKETING ESSENTIALS
FOR TECHNOLOGISTS
Start
Learning
Now
Become
a
be.er
technologist
by
understanding
Digital
Marke:ng
basics.
3. @johnbrunswick
SOLUTION - DEVELOP SHARED UNDERSTANDING
AROUND GOALS, MEASURES AND CAPABILIES
MIND
THE
GAP
PROBLEM -
MARKETING &
DEVELOPMENT GAP
4. @johnbrunswick
WHY?
Nobody
comes
to
a
gym
to
learn
about
the
construc:on
of
the
equipment.
They
have
come
with
the
goal
of
fitness.
Technology
is
the
means
to
Digital
Marke:ng
ends.
Being
fluent
in
the
“ends”
and
their
measures,
enables
superior
results.
5. @johnbrunswick
Automa:on
+
Qualifica:on
Marke:ng
Evolu:on
Conversions
Web
Publishing
History
Loyalty
“SEO”
Social
Segmenta:on
+
Experimenta:on
Why
Measurement
BRIDGING THE GAP - CRITICAL CONCEPTS
8. @johnbrunswick
Industrial
revolu:on
&
specializa:on
made
marke:ng
necessary….
DUE TO DISTANCE
I
have
widgets
I
need
widgets
BUYERS AND SELLERS USED TO BE COLOCATED
9. @johnbrunswick
“...Planning and executing
the conception, pricing,
promotion and distribution of
ideas, goods and services ...
that satisfy individual and
organizational objectives
MORETHAN
ADVERTISING
11. @johnbrunswick
“Half
the
money
I
spend
on
adver:sing
is
wasted
-‐
the
trouble
is
I
don't
know
which
half
John
Wanamaker
(we
think)
12. @johnbrunswick
MARKETINGMIX
EVOLUTION
h.ps://en.wikipedia.org/wiki/Marke:ng_mix
h.p://extension.umd.edu/agmarke:ng/marke:ng-‐101/marke:ng-‐mix-‐4ps-‐and-‐4cs
PRODUCT
• What
you
will
sell
• Features,
look,
a.ributes
• Differen:a:on
• Customer
wants
and
usage
PRICE
• Value
of
the
product
/
service
to
the
buyer
PROMOTION
• How
and
where
will
you
reach
your
target
customers
• e.g.
–
Adver:sing,
PR
&
Sales
Promo:on
PLACE
• How
products
/
service
actually
get
into
customer
hands
• Distribu:on
Channels
4Ps
CUSTOMER
NEEDS
• What
solu:on
is
your
product
providing
to
the
customer?
COST
TO
CUSTOMER
• What
your
customer
is
willing
to
pay
• Total
cost
of
ownership
COMMUNICATION
• Adver:sing,
public
rela:ons,
personal
selling,
viral
adver:sing,
and
any
form
of
communica:on
between
the
organiza:on
and
the
consumer
CONVENIENCE
• Ease
of
buying
the
product,
finding
the
product,
finding
informa:on
about
the
product
4Cs
WELCOME TO CUSTOMER CENTRICITY
13. @johnbrunswick
MKTRESEARCH
&ANALYSIS
BEHAVIOR BASED
Forrester
Research's
Consumer
Technographics®
PSYCHOGRAPHICS
Lifestyle
Personality
Social
Class
Zipcode
Psychographics
DEMOGRAPHICS
Gender
Age
Income
Educa:on
Loca:on
Marital
Status
Culture
IS BEHAVIOR ANALYSIS > THAN
TRADITIONAL MEASURES?
14. @johnbrunswick
WHAT’S A BRAND?
See what your gut told you? This is what marketing enables with
fundamentally similar products or services.
Images
via
inautomobile.com
17. @johnbrunswick
“People
Like
Me”
Influencer
Our
Brand
is
X
Lecture
Discussion
Our
Brand
is
X
Your
Brand
is
Y
Consumer
Driven
Marke:ng
OK
OK
“These
markets
are
conversaEons”
-‐
The
Cluetrain
Manifesto
PAST PRESENT
19. @johnbrunswick
PRO
TIP
Digital
Marke:ng
isn’t
actually
about
technology
at
all
…
Technology
merely
affords
you
increasingly
diverse
and
relevant
ways
to
connect
with
people…
-‐
Understanding
Digital
Marke:ng,
2nd
Edi:on,
Damian
Ryan
&
Calvin
Jones
b
34. @johnbrunswick
• “Data
Puking”
*
• Page
Views
• Total
Visitors
• Most
Viewed
Pages
• Conversions
• Analysis
within
Segments
• Loyalty
• etc…
• Excellent
Measurement
Model
Reading
@
Occam’s
Razor
by
Avinash
Kaushik
h.p://www.kaushik.net/avinash/digital-‐marke:ng-‐and-‐measurement-‐model/
YAWN... LAME...
NO CONTEXT WITH
BUSINESS
PERFORMANCE
MEASURES
ANALYTICS2.0
b BETTER
35. @johnbrunswick
• INCREASE
the
leads
in
pipeline
by
20%
• CONVERT
10%
of
these
leads
• AQUIRE
>
30%
of
leads
from
organic
SEO
• INCREASE
repeat
visits
seeking
addi:onal
informa:on
by
10%
• INCREASE
conversion
of
Segment
X
by
10%
“OUTCOMES
OFVALUE”
Action Measure
What
36. @johnbrunswick
5MUSTKNOW
ANALYTICSTERMS
• Conversion
Rate
• %
of
visitors
conver:ng
–
segment
/
campaign
view
is
most
helpful
• Micro
Conversions
• Whitepaper
download,
webcast
signup,
etc
• Bounce
Rate
• leave
axer
only
viewing
page
landed
on
• Abandonment
Rate
• Leave
within
stage
of
a
funnel
/
process
• Cost
Per
Conversion
• Cost
of
campaign
/
conversions
resul:ng
Bonus
Hits
are
meaningless
–
never
men:on
them.
Ever.
Seriously.
38. @johnbrunswick
“U.S. consumers go online to
research electronics, computers,
books, music and movies before
buying those items in bricks-and-
mortar stores
83%
h.p://www.pwc.com/en_us/us/retail-‐consumer/publica:ons/assets/pwc-‐
us-‐mul:channel-‐shopping-‐survey.pdf
*
this
is
known
as
“Showrooming”
39. @johnbrunswick
25%
“U.S. consumers shop via at
least four channels
h.p://www.pwc.com/en_us/us/retail-‐consumer/publica:ons/assets/pwc-‐
us-‐mul:channel-‐shopping-‐survey.pdf
40. @johnbrunswick
ANALYTICS JOURNEY
read
review
site
like
fan
page
visit
web
site
check
product
price
purchase
product
hear
about
product
from
friend
men:on
brand
read
online
discussions
42. @johnbrunswick
SEO GETTING STARTED
Don’t
be
so
quick
to
reach
for
technology…
Business Goal
Qualified
Traffic
Approaches
Research
1.
What
are
your
buyer
personas?
2.
What
are
their
problems
/
needs?
3.
What
are
they
searching
for?
44. @johnbrunswick
“
B2C
Companies
that
blog
generate
88%
more
leads
per
month
than
those
who
do
not
State
of
Inbound
Marke:ng
Lead
Genera:on
Report
2010
h.p://cdn2.hubspot.net/hub/53/docs/resellers/reports/state_of_inbound_marke:ng.pdf
Tons
of
awesome,
quality
free
e-‐
books
from
these
guys
–
check
them
out!
45. @johnbrunswick
Because
Others
Say
So
(not
because
you
do)
my-‐monkey.com
GOOGLE IN A NUTSHELL
monkey-‐news.com
“Page
Rank”
is
like
one
site
vo:ng
for
another
and
passing
along
its
reputa:on
46. @johnbrunswick
“ON SITE” SEO vs “OFF SITE”
<:tle>
<heading>
<internal
links>
<author>
alt
tags
site
naviga:on
/
vanity
URLs
body
text
link
text
geo
/
:me
relevance
site
speed
/
sitemap.xml
link
a.ributes
canonical
/
nofollow
www.my-‐monkey.com
• Links
• Link
Text
• Authority
/
“Page
Rank”
25%
75%
www.monkey-‐news.com
47. @johnbrunswick
PRO
TIP
If
someone
could
get
top
lis:ngs
on
Google
for
some
$100
“SEO
offer”
or
by
coding
their
page
a
certain
way
–
Google’s
business
would
end.
There
is
no
shortcut
to
high
rankings.
b
If you believe this, I have a
bridge to sell you ;-)
48. @johnbrunswick
• DescripEon
Meta
Tag
• Might
be
used
as
snippets
for
your
pages,
as
descrip:on
meta
is
visible
in
SERPs
• Meta
Keywords
• Not
used
in
ranking
• rel="author”
–
sort
of
!
• Google
only
showing
when
contextually
relevant
now
to
the
query
• Social
/
Authority
• Definitely
used
for
rank
as
far
back
as
2010
COMMONSEO
MYTHS
49. @johnbrunswick
• Search
Engine
Result
Pages
(SERPs)
• Fancy
way
of
saying
the
results
you
see
in
Google
/
Bing,
etc
• Organic
Traffic
/
Natural
Traffic
• Organic
traffic
has
a
4x
Click
Through
Rate
(CTR)
• Paid
Search
(e.g.
Adwords)
• Payment
for
a
ad
/
banner
to
be
visible
on
a
3rd
party
site
• Keywords
• Content
editors
should
be
conscious
of
“needs
based”
:tle
and
content
crea:on
• Referral
Traffic
• Site
traffic
based
on
links
to
your
site
from
others
5CRITICALSEO
TERMS
50. @johnbrunswick
• Cost
Per
Click
(CPC)
• Price
for
click
through
on
paid
lis:ng
• Click
Through
Rate
(CTR)
• Impressions
/
end
user
click
through
• RetargeEng
• Ad
shown
on
3rd
party
site,
tailored
based
on
your
prior
browse
history
• Response
A_ribuEon
• Where
the
traffic
came
from
• Jump
Page
/
Landing
Page
• Specific
pages
visually
op:mized
to
convert
for
specific
campaigns
5KEYPAID
SEARCHTERMS
51. @johnbrunswick
IMPRESSIONS&
CLICKTHROUGH
h.p://www.youtube.com/watch?v=-‐wWB1PS8H7Q
• Pre
Click-‐through
• Behavior
analysis
within
SERPs
• Social
Proof
in
SERPs
• G+
“shares”
• G+
followers
• Profiles
of
users
• SERP
LisEng
OpEmizaEon
• Analysis
of
where
ranked
• Volume
of
views
• Click-‐through
frequency
• Copy
considera:ons
in
lis:ng
–
e.g.
Meta
Descrip:on
53. @johnbrunswick
“THE MORE LOCALIZED AND PERSONALIZED THE SOURCE OF INFORMATION, THE MORE
LIKELY IT IS TO MOVE PEOPLE IN OUR DIRECTION” - Robert Cialdini
POWER OF CONTEXTUAL RELEVANCY
IS
TRUMPED
BY
Harvard
Business
Review
Reprint
–
“The
Uses
(and
Abuses)
of
Influence”
@
h.p://hbr.org/2013/07/the-‐uses-‐and-‐abuses-‐of-‐influence/
and
influence
of
hotel
guests
to
reuse
towels
Number
of
other
guests
who
reused
their
towels
Majority
of
people
who
stayed
in
this
room
reused
their
towels
54. @johnbrunswick
• Explicit
–
profile
• Demographics
–
age,
gender,
income
• Product
/
services
owned
• Implicit
–
behavioral
• Click
stream
• Referrer
(prior
site)
• Geo
targe:ng
• Social
rela:onships
• Results
• Enhanced
cross
selling
/
upselling
• Be.er
user
experience*
SEGMENTATION
METHODS #
b*
Zogby
Analy:cs
41%
prefer
ads
targeted
to
their
interests
vs
16%
prefer
random
ads.
28%
prefer
a
mix
of
both.
h.p://www.aboutads.info/resource/image/Poll/Zogby_DAA_Poll.pdf
For
YOU
others
like
you
55. @johnbrunswick
“…in
a
20
month
period
which
increased
dona:on
conversions
by
49%
and
sign
up
conversions
by
161%
h.p://kylerush.net/blog/op:miza:on-‐at-‐the-‐obama-‐campaign-‐ab-‐tes:ng/
A/BTESTING
A/B WHO WHAT?
56. @johnbrunswick
EXPIREMENTS
• Mul:ple
pages
with
big
changes
• 2
or
>
versions
of
page
• Quick
to
get
results
• Same
page
with
small
changes
• Subtle
Changes
• Bu.ons,
banners
&
copy
• Results
take
:me
A/B
Tes:ng
Mul:variate
Tes:ng
57. @johnbrunswick
The
Importance
of
A/B
Tes:ng:
Dan
Siroker
at
TNW
Conference
h.p://www.youtube.com/watch?v=yY-‐HBW5CNcg
A/BTESTING
SMARTS
58. @johnbrunswick
• Call
to
AcEon
(CTA)
• Explicit
sugges:on
to
user
• Above
the
Fold
• Shown
without
scrolling
• Landing
Page
• Designed
for
specific
audience
• Oxen
:ed
to
campaign
• Microsite
• Narrowly
focused
site
for
specific
audience
4MUSTKNOW
LAYOUTTERMS
60. @johnbrunswick
TOSCANINI’S
• Founded
by
Gus
Rancatore
in
1981
• GQ
named
it
one
of
the
top
10
ice
cream
shops
"you
must
visit"
• In
Cambridge
near
MIT
• Focused
on
quality,
customer
service,
and
a
sense
of
place
• Cater
to
diverse
customer
culture
with
geo-‐
targeted
recipes
ALWAYS INNOVATING - LET’S EXPLORE
65. @johnbrunswick
Produces
almost
2X
the
leads
of
trade
shows,
telemarke:ng,
direct
mail
or
PPC
do
Lead
conversion
13%
higher
than
tradi:onal
leads
2X
13%
SOCIALMEDIA
h.p://www.slicktext.com/blog/2013/05/the-‐digital-‐marke:ng-‐trio-‐of-‐2013-‐infographic/
SOCIAL MEDIA INHERENTLY IMPARTS
SOME CONTEXT
IMPLICIT AFFINITY VIA
SOCIAL PROOF
66. @johnbrunswick
VALUABLE
SOCIALSIGNALS • No
longer
“Op:onal”
• Measure
of
Authority
• Speed
to
Enter
Engine
Index
• Influences
SERP
Experience
• Onsite
and
Offsite
Conversa:ons
• Nurture
Brand
Advocacy
67. @johnbrunswick
ARE YOU ON G+?
IF NOT... YOU SHOULD BE...
As
far
back
as
2010
Google
uses
Social
Signals
to
impact
search
results*
Google+
ubiquity
&
click-‐through
impact
Index
availability
*
Ma.
Cu.s
-‐
h.p://www.youtube.com/watch?v=oƒwPC-‐5Ub4
h.p://searchengineland.com/what-‐social-‐signals-‐do-‐google-‐bing-‐really-‐count-‐55389
69. @johnbrunswick
• Social
IS
Conversa:on
• Listen
&
Par:cipate
• SMM
Tools
• Google
Alerts,
Collec:ve
Intellect,
Radian6,
SproutSocial,
Hootsuite,
etc
PARTICIPATING
INSOCIAL
70. @johnbrunswick
“OMG
I
have
like
the
easiest
job
ever.
I
just
browse
the
web
all
day
and
post
pictures…
I
guess
they
call
our
group
social
media
or
something.
You
should
totally
get
this
job.
-‐
Two
young
adults
overheard
at
Starbucks
talking
to
friend
as
I
was
wri:ng
this
This isactuallypart ofInboundMarketing!
73. @johnbrunswick
CONVERSATIONECOSYSTEM
(CLUETRAINMANIFESTO)
Monkey
Owner
Enthusiast
Site
Monkey
Time
Blog
Inspired
by
Search
and
Social:
The
Defini:ve
Guide
to
Real-‐Time
Content
Marke:ng
Highly
Recommended
-‐
h.p://www.amazon.com/Search-‐Social-‐Defini:ve-‐Real-‐Time-‐Marke:ng/dp/111826438X
75. @johnbrunswick
• MarkeEng
AutomaEon
• Scheduling,
segmen:ng,
tracking
marke:ng
campaigns
• MulE-‐touch
MarkeEng
• Orchestra:ng
coordinated
marke:ng
efforts
over
a
variety
of
channels
• Integrated
MarkeEng
• Consistent
iden:ty
and
message
across
channels
• Permission
MarkeEng
• Opt-‐in
&
opt-‐out
• Open
Rate
• Email
/
messages
opened
vs
not
5KEYMARKETING
AUTOMATIONTERMS
Direct
Mail
Email
Web
76. @johnbrunswick
• Lead
Management
• Nurture,
qualify
and
capture
leads
• Intent
to
Buy
/
Stage
• Behavior
/
Geo
based
• Display
ads
when
well
qualified
• Excellent
Opportunity
to
Change
Experience
based
on
Stage
• Copy,
Offers,
Bu.ons,
CTA
Text,
etc
RELATIONSHIP&
CONVERSION
,PDF
Download
10
Points
Webinar
Signup
20
Points
Newsle.er
Subscrip:on
5
Points
[
9
79. @johnbrunswick
WHAT KPIS ARE YOU TRACKING ON YOUR
SITE TODAY?
ARE ANY MISSING THAT SHOULD BE
TRACKED?
WHAT IS ONE CHANGE YOU COULD MAKE
TO INCREASE CONVERSION?
S
:
G
80. @johnbrunswick
create
RELEVANT
content
measurement
needs
to
be
MEANINGFUL
-‐
not
vanity
based
CONVERSION
is
king
SEGMENT
for
relevancy
and
higher
conversion
EXPERIMENT
and
refine
conversion
approach
CONVERSE
in
the
right
places
SEO
is
OTHERS
saying
your
important
–
not
you
LOYALTY
pays
KEY TAKEAWAYS
83. @johnbrunswick
Understand 2012 Online Marketing Trends to make your 2013 Digital Marketing more
Effective
http://www.youtube.com/watch?v=KIn-6iJuwYo
Professor David Bell on Digital Marketing: Wharton Lifelong Learning Tour
http://www.youtube.com/watch?v=m9zowHS79xM
From Mad Men to Math Men
http://www.youtube.com/watch?v=oH87MtZuBcY
Glossary of Digital Marketing Terms
http://www.scribd.com/doc/14571090/Glossary-of-Digital-Marketing-Terms
Search and Social: The Definitive Guide to Real-Time Content Marketing
http://www.amazon.com/Search-Social-Definitive-Real-Time-Marketing/dp/111826438X
Optimizely Presentation
http://www.youtube.com/watch?feature=player_embedded&v=yY-HBW5CNcg
HELPFUL
RESOURCES
84. @johnbrunswick
The Short Answers To Every Matt Cutts Video
http://www.theshortcutts.com/
With Collective Presentations
http://www.theshortcutts.com/
Zogby Analytics - Interactive Survey of US Adults (April 2013)
http://www.aboutads.info/resource/image/Poll/Zogby_DAA_Poll.pdf
The Digital Marketing Trio - Social Media, Mobile Marketing, and Content Marketing
http://www.slicktext.com/blog/2013/05/the-digital-marketing-trio-of-2013-infographic/
HELPFUL
RESOURCES