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Your Digital Marketing Is Failing You: So Let's Fix It! — Internet Summit

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Your Digital Marketing Is Failing You: So Let's Fix It! — Internet Summit

  1. 1. @marketingmojo | marketing-mojo.com YOUR DIGITAL MARKETING IS FAILING YOU. Janet Driscoll Miller Internet Summit Raleigh, NC November 17, 2016 SO LET’S GO FIX IT…
  2. 2. @marketingmojo | marketing-mojo.com
  3. 3. @marketingmojo | marketing-mojo.com DIGITAL MARKETING UNIVERSAL TRUTH #1: NOT ALL TRAFFIC IS EQUAL
  4. 4. @marketingmojo | marketing-mojo.com
  5. 5. @marketingmojo | marketing-mojo.com
  6. 6. @marketingmojo | marketing-mojo.com
  7. 7. @marketingmojo | marketing-mojo.com
  8. 8. @marketingmojo | marketing-mojo.com INTENT (SEARCH ENGINES)
  9. 9. @marketingmojo | marketing-mojo.com THE INTENT CHALLENGE • “Social Media Management Software” › Enterprise level product: 12 months/$100,000 commitment • But WHO searches using this term?
  10. 10. @marketingmojo | marketing-mojo.com INTENT (SEARCH ENGINES) IDENTITY (SOCIAL MEDIA)
  11. 11. @marketingmojo | marketing-mojo.com LINKEDIN TARGETING OPTIONS Demographic Targeting Options Location Continent Country State City Companies Name Industry Company size (also exclude current customers) Job Title Title Function Seniority School School Name Field of Study Field of Study Degree Degree Skills Skill Name Group Group Name Gender Gender Age Age
  12. 12. @marketingmojo | marketing-mojo.com CASE STUDY: ENTERPRISE SOFTWARE 0 50 100 150 200 250 300 350 400 PPC Alone PPC and LinkedIn Conversions 0 100 200 300 400 500 600 700 PPC Alone PPC and LinkedIn Cost Per Lead $- $20,000.00 $40,000.00 $60,000.00 $80,000.00 $100,000.00 PPC Alone PPC and LinkedIn Cost
  13. 13. @marketingmojo | marketing-mojo.com FACEBOOK TARGETING OPTIONS Demographic Targeting Options Location Continent Country State City Companies Employer Name Industries Office Type (ex: home office) (also exclude current customers) Job Title Title School School Name Field of Study Field of Study Education Level Degree Currently in School App Users Current app users App not currently installed Gender Gender Age Age
  14. 14. @marketingmojo | marketing-mojo.com DIGITAL MARKETING UNIVERSAL TRUTH #2: TRUE ATTRIBUTION IS HARD.
  15. 15. @marketingmojo | marketing-mojo.com SINGLE SOURCE MODELS • First Touch › Gives all credit to the first channel/campaign › Set once and never changes • Last Touch › Gives all credit to the last channel/campaign › Always updating, but can be “locked” down 1 2 3 4 5
  16. 16. @marketingmojo | marketing-mojo.com FRACTIONAL SOURCE MODELS • Linear › Gives equal credit to all channels/campaigns › Always updating, but can be “locked” down • Time Decay › Gives most credit to the last channel/campaign › Always updating, but can be “locked” down
  17. 17. @marketingmojo | marketing-mojo.com NOT SURE? TEST THEM OUT!
  18. 18. @marketingmojo | marketing-mojo.com GOOGLE ANALYTICS ATTRIBUTION MODEL COMPARISON TOOL
  19. 19. @marketingmojo | marketing-mojo.com GOOGLE ANALYTICS TAGGING • Passes information from your destination URLs into Google Analytics • Tagging is automatic in Google AdWords by default • https://support.google.com/ analytics/answer/1033867?hl=en
  20. 20. @marketingmojo | marketing-mojo.com FIX SELF-REFERRALS! • Google Universal Analytics can create self-referral issues • Self-referral: › Your site’s domain is listed as a referral site to itself • When you switch from Classic to Universal, you have to update the “referral exclusion list”
  21. 21. @marketingmojo | marketing-mojo.com HOW SELF-REFERRALS HAPPEN IN UNIVERSAL • Session length is 30 minutes by default Referral Source/Medium: Google/organic Referral Source/Medium: YourDomain.com/ referral
  22. 22. @marketingmojo | marketing-mojo.com WHAT HAPPENS WHEN IT’S FIXED? • Self-referral traffic becomes correctly attributed to the original source/medium
  23. 23. @marketingmojo | marketing-mojo.com HOW DO YOU FIX IT? • Set referral exclusions under PROPERTY setting in Google Analytics • Select Tracking Info/Referral Exclusion List
  24. 24. @marketingmojo | marketing-mojo.com SQL Closed Won MQL SAL Website Visit HOW DO YOU TRACK IT ALL? Google Analytics Marketing Automation CRM
  25. 25. @marketingmojo | marketing-mojo.com
  26. 26. @marketingmojo | marketing-mojo.com
  27. 27. @marketingmojo | marketing-mojo.com
  28. 28. @marketingmojo | marketing-mojo.com Campaign Name Converted Leads Num Total Opportunities Num Won Opportunities Total Value Opportunities Total Value Won Opportunities 2017 Dig Mktg Checklist - Facebook 1 2 1 $ 8,000.00 $ 5,000.00 2016 ROI-2 Webinar 1 4 1 $ 23,500.00 $ 10,000.00 2016 ROI Webinar 2 6 2 $ 34,000.00 $ 14,000.00 Request a Quote 1 1 0 $ 5,000.00 $ -
  29. 29. @marketingmojo | marketing-mojo.com CONTACT INFO JANET DRISCOLL MILLER President and CEO Marketing Mojo 434.975.6656 x101 jmiller@marketing-mojo.com @janetdmiller Download the ROI Workbook at: http://bit.ly/ROIWorkbook

Notas

  • This is the marketing technology landscape today.
    They promise to make our marketing more effective.
    But sometimes, they may be the problem.
    As marketers, we’re trying to make sense of all of these things and integrate them.
    It can be dizzying!
    So it’s no wonder that there are gaps in areas.
    Since we only have 30 minutes today, I’m going to touch on Advertising/Promotion and Data and connecting those dots
  • You’re not really trying to target all of these people…
  • You’re really trying to target THIS ONE.
  • Remember Melinda Mae?
    She decided she’d eat a whale.
    And that’s what we are really trying to do these days – eat a whole whale every day.
  • But instead of eating the whole whale, why not just target this person?
  • We’ve had search advertising for a long time.
    My company started off focused on search.
    It helps us understand searcher’s intent – does this person WANT what I have to SELL?
  • Who is searching this term?
    The soccer mom who is managing a Facebook page for her child’s soccer team?
    The owner of a local bakery with a social media presence?
    Or the CMO of a Fortune 500 company?
  • Enter Social Media.
    It provides us with a whole different type of information – DEMOGRAPHIC information.
  • Self-serve ads coupled with Google Adwords retargeting
  • You are giving sales visibility into what marketing is doing.
    It shows your value directly to sales.
    Shows all of the effort marketing is making around the opportunities that sales is working.
    This is especially helpful for CMOs and top level marketing execs to show value at this level.
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