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Making the Pieces Fit: Marketing, Technology and the Expanding Web
The document discusses the intersection of marketing, technology, and the web, highlighting key trends for 2013, such as the growth of email marketing, the importance of content personalization, and the need for integrated marketing strategies. It emphasizes the necessity for marketers to understand technology and engage in cross-functional collaboration to navigate the evolving landscape of digital marketing effectively. Additionally, it covers modern marketing tactics, security considerations, and the shift towards mobile optimization within marketing strategies.
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Making the Pieces Fit: Marketing, Technology and the Expanding Web
- 1. Making the PiecesFit: Marketing, Technology and the Expanding Web Presented in conjunction with… March 15, 2013
- 2. Overview Introduction NavigatingToday’s Web Driving Membership & Member Acquisition Social & Search for Your CU Securing Your Credit Union Online Conclusion Questions & Answers
- 3. Introducing the Team fromBlueSpire Christian Twiste, Grant Evans, Vice President of Interactive Director of Digital Publishing Christian’s background combines Grant has been instrumental in traditional art and design, sales and expanding BlueSpire’s email marketing, and application capabilities to include automated, development to help bridge the gap triggered, and segmented campaigns, between communication and plus share-to-social and send-time- technology. optimization services. Serge Suponitskiy, Jason Douglas, Sr. Director of Technology Interactive Marketing Strategist Operations Jason’s specialties include search Serge has a broad background in engine optimization, search engine information technology, quality marketing, analytics and social media assurance and customer service. He marketing, which includes brand and spent seven years leading project conversation monitoring, community management in the Americas for management and strategy. engineering company Sandvik, Inc.
- 4. Top Marketing Trendsfor 2013 Experts from Forbes to iMedia, the experts are identifying the similar trends: Marketers become data geeks Email marketing continues to grow in quantity and importance Websites become more personalized and responsive All campaigns are integrated with a stronger connection Content remains king between online and offline regardless of platform Traditional paid search Marketing budgets will contain evolves into display advertising more technology components and re-targeting
- 5. What Marketers areSaying in a Word Cloud Source: Digital Trends for 2013 eConsultancy / Adobe
- 6. What Happened tothe Simple World of TV, Radio and Print? The old-world of TV, radio and print still exists, but the explosion of new technologies that empower marketing is unprecedented Social media channels Advertising solutions Communication vehicles Immersive website experiences
- 7. The Plain EnglishTranslation 38% of agencies and 39% of companies rated content marketing their top priority 52% of marketers said targeting and personalizing content is fundamental to their digital strategy 56% said they need to better understand how mobile users research and buy products 58% said lack of analytical and optimization skills will be a major challenge in 2013 Source: Digital Trends for 2013 eConsultancy / Adobe
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- 9. The Complex Webof Marketing & Technology AdWords Online Advertising Display or Ad Network Retargeting Email Systems Corporate Website Ad Servers CMS Core Processor Internal Social Media & External Servers Servers
- 10. Where Does MarketingEnd and Information Services Begin? Marketers have relied on technological breakthroughs to broadcast their message since the invention of the printing press, but the current convergence is something entirely new The technology used can affect the content and delivery of the message, plus your ability to measure ROI Broad overlap in functionality between systems requires a thorough analysis of marketing and technology needs Marketers will need to learn the language of technology, and IS will need to understand the goals of marketing
- 11. Separating the Concerns While convergence of marketing and technology will require more cross-functional knowledge and teams, specialized skills continue to be important Strategy and tactics Platforms and tools TECHNOLOGY MARKETING Design and branding Standards and validation Content and Data flow and system messaging integration ROI needs ROI measurement Accessibility Security and compliance
- 12. Tactical Overview &Terms Organizations that have embraced digital marketing generally employ some combination of the following key tactics Corporate website and online banking application serve as the central hub of digital marketing efforts Email marketing to existing members to increase retention and cross- selling opportunities; a separate email list maybe used for non-member information seekers Organic search engine optimization that drives general web traffic around key terms Paid search engine marketing for lead generation around specific services; used in conjunction with landing pages and conversion forms to calculate ROI Display advertising, potentially with retargeting Social media presence and dedicated campaigns to build an online community
- 13. Local Versus Cloud Digital solutions are generally offered in two varieties, local or cloud (sometimes called Software as a Service). While both are viable alternatives, there are some key points of differentiation. LOCAL CLOUD Local solutions offer more control of the environment and specifications Control Cloud solutions provide some level Customization of customization, but it is usually limited Complexity Local solutions tend to be more complex to deploy and support Cost of Ownership Cloud solutions generally have a lower cost of ownership over time Security Local solutions allow marketing and IS to control the security and Compliance compliance standards
- 14. Conception to ExecutionWorkflow Marketing The actual process will vary based on the Need organization and project, but some general principles apply: Engage IS Needs are identified by marketing and Strategy reviewed by IS to determine if it can be Development supported by existing infrastructure Strategy and tactics are developed by Identify Tactics Review with IS marketing and then vetted by IS for security or compliance concerns Develop Specifications and resources should be Specifications collaborative Technical reviews should be completed Assign Resources Collaborate after marketing confirms solution is or External Partners with IS functioning as planned Functional Beta Technical Launch Review Review
- 15. Modern Web DesignTrends Mobile is big and getting Spotlight on mobile bigger • A recent study by On Device Research found that 1 in 5 internet Strive for a create once, use users don’t use a computer many times philosophy for • There are two leading approaches design and content to making your website compatible with mobile devices Start with the content and • Responsive design resizes the site and updates interface elements determine what you want to based on the screen size of the say before you move into visitor design • Dedicated mobile sites serve unique mobile-friendly designs and content to applicable devices Leverage data from your old site to determine what is truly • Mobile marketing also includes digital advertising, apps, email and important to your audience text messaging
- 16. Responsive or MobileSite? While both are proven strategies to engage users on mobile devices, there are pros and cons to either approach that can help organizations understand what is best for their needs. Responsive design allows Responsive Mobile Site full site access and the ability to edit content in one place Full site access for all devices Mobile-specific sites can Design control offer a better user experience and allow you to customize Content control content for mobile users Cost / Complexity Responsive sites can be more costly to develop and complex to test Ease of Management
- 17. More than ContentManagement Content Management Tips & Tricks Systems have evolved to • Leading systems tend to share a lot support onsite and offsite of common features and tools, allowing you to focus on: digital marketing initiatives • Overall digital marketing strategy Social media integration • System compatibility and platform requirements Email marketing • Ease of use Lead scoring and • There are two main types of conversion tracking systems with their own strengths and weaknesses Content personalization • Open Source • Proprietary / Copyrighted Digital asset management
- 18. Measurement & Reporting Digital marketing initiatives Web Analytics benefit from a wide variety Google Analytics, Adobe of measurement and Catalyst, WebTrends, etc. reporting tools CMS Analytics Lead Scoring There is some overlap in Conversion Tracking the reports and features Data Mining available, but it is important to ensure you have the right Email Reports system configured to support your unique SEM / Display Advertising campaign needs Metrics CRM Tools
- 19. Driving Membership Engagementand Member Acquisition via Email Marketing
- 20. Email Marketing May2012 data from the CMO Council showed a significant majority of marketers (67%) rated email the most successful digital marketing tactic Conversion rates are substantially better for “home-grown” subscribers Consider implementing as part of a retention / cross-selling strategy for your existing members Targeting and relevance can increase rates even further
- 21. Planning Successful Campaigns Successful campaigns Strategy require a strategy that balances the interplay between your marketing Marketing Goals Target Audiences goals, target audiences, and available email lists Content List Definition Any personalization features Personalization should be determined before creative is developed Creative to ensure a tight integration Execution between your brand, the Ensure compliance with CAN SPAM and that all content needs of the subscribers have given you permission for email program, and the final communications. Keep your list up-to-date design of the email and clean, centralize the data to avoid managing newsletter opt-ins and outs in multiple locations.
- 22. Additional Tips &Tricks Campaign with Other Channels Drive subscribers to your website and encourage visitors to opt-in Include opt-in information on your print collateral Collect emails on site and engage your employees as well Address Interaction Handling from the Start Reply handling An online content center can Form submissions serve as a destination site for your Make sure your website and call email subscribers center are ready
- 23. Reporting & IndustryAverages Email campaigns are attractive platforms 40 because of the detailed, 30 precise metrics available: 20 Open rates 10 Click rates 0 Conversion rates Subscribe/unsubscribe Campaign ROI Click Rate (%) Open Rate (%) Deeper Analysis
- 24. Advanced Campaigns Asemail marketing has evolved into a mature advertising medium, campaigns have advanced to include more targeting and interactive content PURLs (Personalized URLs) provide each subscriber with their own unique web address to offer a more customized experience and drive access in offline marketing Triggered campaigns provide additional content and features based on subscriber interactions with your standard email campaigns and websites Drip campaigns allow users to opt-in for a pre-defined series of emails based on their preferences
- 25. Triggered Email Flow 1 week later 2 weeks later Trigger #1 Trigger #2 Mortgage Offer Mortgage Offer Email Email Shared Landing Page
- 26. Drip Campaigns Marketing automation features enable you to configure campaigns in advance including the ability for users to select which “track” they wish to receive. In this example, users select business or personal, and then receive a series of 4 emails over time.
- 27. Social, Search andDigital Advertising for Your CU
- 28. Social Media bythe Numbers Credit Unions are engaging members and are ahead of the game, but the game moves fast
- 29. Facebook Marketing Facebook is generally the first channel CUs use to reach members and prospects TAC T I C S GOALS Gain “Likes” Educational content Beyond “Likes” Contests and promotional
- 30. LinkedIn Engagement Establishthought leadership on this important, professional channel Sales teams used LinkedIn to establish intelligence and trust
- 31. Online Advertising Searchcontinues to dominate digital spending, but display and other segments are growing eMarketer cautions: “In some ways, search’s tantalizingly precise metrics have actually turned into a stumbling block for marketers. Most conversions occur as the result of long- term, complex interactions among a variety of ads and marketing channels. In place of a simplistic, single-step concept of conversion, marketers do better when they analyze how display advertising fully affects search, and vice versa.”
- 32. No Shortage ofOptions With over $40 billion in anticipated spending in 2013, the online advertising market features a wide variety of choices to meet your marketing needs Search advertising on Google, Bing, and others for contextual ads integrated with results pages and partner sites Display advertising offers the ability to target prospects on popular websites with rich media and interactive content Sponsorship programs are also available on many financial news and information sites Directory listings and classifieds sites can also feature advertising opportunities
- 33. Conversion Tracking Makesure your next generation CMS and online marketing platform has the ability to create campaign landing pages and track conversions Individual landing pages with their own unique URL should be created for each online or offline marketing campaign Traffic generated by your Digital marketing can benefit campaigns will arrive through the unique URLs and be tracked by from detailed measurement of the CMS conversions and continuous optimization of the program
- 34. Landing Page & Conversion Workflow The CMS tracks traffic and Google Adwords Display Ads Offline Ads conversions by associating each campaign with its www…/google www…/display www…/print unique landing page A conversion form or other Conversion action performed by the user Form separates general traffic from qualified leads, allowing you to calculate a true ROI for each CMS Analytics ROI Calculation campaign and media type
- 35. Retargeting Your Site Retargeting allows marketers to advertise specific products or services to website visitors Other Personal Business who have already browsed Segments your site Advertising A visitor arrives at your Platform site, browses specific products, but does not initiate a transaction External External External The retargeting system Sites Sites Sites displays relevant ads for these products/segments Targeted Targeted Targeted on external websites Ad Ad Ad
- 36. Securing Your CreditUnion Online & Building Effective Teams
- 37. Security & Compliance Security concerns are rapidly Take a “unified approach” to increasing as the speed at information security which information can be used Determine applicable laws and and shared, the rapid regulations, conduct a risk analysis, and implement the proliferation of portable required safeguards devices, and the large amount Protocols are supported by of data stored on networks training, documentation, ongoing continues to grow review and enhancements where needed Security and compliance are traditionally IS functions, but Robust information security marketers should make efforts requires an “all hands on deck” to understand the space—and approach and a high-level of the stakes awareness throughout the organization
- 38. Common Web Security Standards Taming the wild, wild west of the World Wide Web has required the development of a number of common security standards ISO 9000: Quality management based on criteria established by the International Standards Organizations PCI: eCommerce and online credit card processing standards for data protection and security SSAE 16: Enhancement to the SAS70, Reporting on Controls at a Service Organization
- 39. Learning from OneAnother Collaborating together is an opportunity to learn from one another and disseminate important knowledge and skills throughout the organization— improving your individual skills and the company as a whole Marketing and IS both bring strengths—and potential weaknesses—to the table; use this opportunity to leverage your combined strengths and overcome your weaknesses
- 40. Cross-functional Teams Successin modern marketing requires organizations to think outside their comfort zones and build cross-functional teams dedicated to their objectives Communicate on ongoing basis to ensure continued goal alignment Leadership sets the tone for a truly collaborative relationship Digital marketing initiatives should include representatives from both marketing and IS throughout all phases of the project Best-in-class organizations generally have dedicated liaisons in each department that ultimately learn each other’s language and appreciate the unique skills offered Consider inter-department budgetary processes to increase ownership across teams Keep the separation of concerns, but share the wealth
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- 42. A Simpler Wayto Visualize Modern Marketing Target Audiences Phones Tablets Desktops ????? Marketing Marketing Layer Your Marketing Message Transactional Layer CMS / EMP / eCommerce & Portal Software Information Services System Layer Operating Systems & Database Software Hardware Layer Servers & Network Infrastructure
- 43. Bright Days Ahead More ways to market and more choices than ever before make it more likely you will find a solution that fits your unique needs Automation, improvements in technology, and increases in efficiency will allow you to do more with less Full-service and specialized partners can help provide the expertise and level of support you need A wealth of free online resources are available to help keep pace with the latest marketing and technology dynamics
- 44. Closing Thoughts Adobeand eConsultancy Keep it simple, focus on small describe 2013 as the year of: steps, and continuous Content improvement Targeting & Personalization Make your marketing Mobile measurable, accountable, and Evolution differentiated ..but that’s a lot of ground to cover on tight budgets while juggling other deadlines Source: Adobe/eConsultancy
- 45. Questions? Please use thechat feature to submit your questions.
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- 47. About BlueSpire Whatwe do… BlueSpire provides strategic marketing solutions for clients in health and wealth industries, focusing on content marketing that elevates audience engagement and inspires action. 30 years of experience with credit unions Clients include some of the largest names in the industry To request a consultation visit www.bluespiremarketing.com