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Digital marketing best practices
This document provides an overview of digital marketing best practices. It discusses understanding the customer journey, focusing on various media types including owned, paid and earned media. It also covers best practices for content marketing, marketing automation, information architecture and developing a mobile content strategy. The key recommendations are to understand the customer, focus on compelling content across owned channels, and integrate paid and earned media to drive engagement throughout the customer journey.
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Digital marketing best practices
- 1. Digital Marketing BestPractices Thomas Robbins, Chief Evangelist, Kentico CMS
- 2. Have you seenDMU? Check out Digital Marketing University for more great content!
- 3. Agenda • What isdigital marketing? • Best practice areas – Media – Content – Technology – Automation – Mobile • Wrap up
- 4. Let’s ask theanalysts.. “Overlapping or related terms and concepts include "Web experience management (WEM)" and "customer experience management/platform (CEM and CXM)." Source: Hype Cycle for Web Computing, 2013 Source: Hype Cycle for Content Management, 2013 Source: Hype Cycle for Web Computing, 2013
- 5. Does this soundfamiliar? With the constant growth of the web, and more and more people getting connected every day, Content Management System (CMS), Web Engagement Management (WEM), Customer Experience Management (CXM) digital marketing has become a necessity for many organizations. This also includes small businesses that want to foster customer loyalty and increase their customer base. • Consumers want.. – Products, service or local information – Answers to questions – More information about… • CMO needs… – – – – Data driven marketing Marketing relevance Channel integration Consistent personalized customer centric marketing
- 6. What is digitalmarketing? Digital marketing is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas products, and services that satisfy the goals of both parties. • Common Benefits – – – – – – – – – – Puts the consumer in more control Provides convenience Increases satisfaction Drives brand loyalty Reduces the selling cycle Reduce the cost of sales Builds your brand Provides targeted results It’s measurable/repeatable Cost effective • Common Components – – – – – – – – – Website design (user experience) Content marketing features Marketing automation Search engine optimization (SEO) Pay per click (PPC) campaigns Social marketing Email marketing Display advertising (banner ads) And more…
- 7. Best practice: understandyour customer journey • The first step for any successful digital marketing strategy – How well do you understand your customer? – What channels are customers using for research? – What channels are customers using for purchase? – How does the experience in one channel affect the behavior of another? Source: Heart of the customer
- 8. Focus Areas fortoday… Media Content Automation Technology Mobile
- 9. Understanding media types Mediatype Definition Examples Usage Benefits Challenges Owned media Channel a brand controls • • • • • Web site Mobile site Blog Twitter Account Built for long term relationships with potential customers and earned media • Company control Cost efficiency Longevity Versatility Niche audience • • • • • Display ads Paid search Sponsorships Shift from foundation to a catalyst that feeds owned and created earned media • • • • In demand Immediacy Scale Company control • • • Lots of clutter Declining response rates Poor credibility Listen and respond – earned media is the result of well executed and coordinated owned and paid media • • Most credible Key role in most sales Transparent and lives on • • • • No control Can be negative Hard to scale Hard to measure Paid media Earned Media Brand pays to leverage a channel When customers become the channel • • Buzz Viral • • • • • • No guarantees Company communications not always trusted Takes time to scale
- 10. Best Practice: Ownedmedia Goal: Create Compelling Corporate Content Build a buyer persona Conduct a content audit Map content to the buying cycle • What are the biggest problems they are trying to solve? • What information are they typically searching for? • What trends are influencing their business and personal success? • • • • • • • • • • Type of content Topic covered Date created Buyer persona Download/Views/Leads Awareness -> Company/Website/Blog post/Social Research ->Whitepapers/Webinars/Industry reports Action -> Analyst reports/Product sheets Personalize the experience Test….test…test… and test even more…
- 11. Paid media: Understandingthe channel mix Role Tactics Paid search Capture immediate demand in market and capture leads Targeted keyword, contextual text ads, mobile search Display banners Deliver contextual relevance and drive engagements Target relevant publishers, re-targeting of micro-site, audience buying Email Research specific audiences in a one to one environment Direct publishers, list buyers, newsletters, rich media email Content syndication Connect target with relevant content and capture lead information Whitepaper downloads, online webinars, cost per lead buys
- 12. Best Practice: Paidmedia Goal: Get best ROI Know your area • Lots of places to buy ads and each has their strength and weakness • Use the banners module and sell your own ads Create a content led approach • Drive traffic to the landing page/website/microsite where content is available for download • Segment content and target based on priority, business needs, etc. (conversions/lead scoring) • Have clear calls to action • Test (A/B or MVT) Continually analyze results • Set attainable goals • Review results regularly and adjust • Be merciless with non-performance
- 13. Best Practice: Earnedmedia Goal: Bring brand fan advocate stages to scale Invisible Ease of Understanding Collective intelligence Community Collaboration Conversation Consumer generated content Visible Easy Ease of Implementation Difficult
- 14. Best Practice: Earnedmedia Goal: Enable others to tell your story Identify your evangelists • • • • • • • Present or past customers End customers Analysts Influencers Partners Employees Enthusiasts Create a social object • Identify the passion • Deliver content and technologies to help them tell the story
- 15. Best Practice: 4Ps of content marketing Positioning Passion Paid media Perseverance • Content positioning no different than marketing your product • Pay attention to personality and tone • Drive your content with passion • Share that passion with your audience • Paid media is essential for created content • Paid media should integrate with your own media assets • It takes time to build a strong community • Continually optimize and refine content • Research
- 16. Best Practice: Contentmarketing lifecycle Planning Optimization Creation Measurement Approval Publishing For more information: Content marketing quick start guide
- 17. Best Practice: Multilingualcontent marketing strategy • Be able to articulate the core brand essence Develop a compelling core message Translate and localize the message • Consider everything – start with tone of voice • Translation is only the beginning of localization • Why not automate? • Focus on content Simplify content management Develop and integrate into strategy • Begin with multiple channels and paid advertising • Don’t neglect mobile
- 18. Best Practice –Increasing CTA • Adapt to different devices – Test to make sure they render correctly on different mobile devices and consider different options for different devices. • Make it colorful – Use a color that ensures it doesn’t blend or match with other buttons. • Make it massive – CTA’s should be the biggest link on the page to reduce frustration and abandonment rate. • Create a sense of urgency – Test different tactics to see what works. • Test..test.. and test – Testing will ensure that you have the best CTA (A/B and MVT testing is your friend)
- 19. Best practice: Embraceintegration • Build the technical infrastructure to support dynamic, cross channel conversations with customers – Why it’s important • Data integration, technology integration is part of the new world – What does Kentico CMS 7 offer • • • • • • • • HTML 5 Salesforce integration Data.com integration (aka Jigsaw) MAXMind GEOIP database Cookie levels and Cookie consent web parts Translation services (XLIFF) REST Integration Bus
- 20. Can you sayInformation Architecture? Business models & goals, corporate culture, resources Document types, objects, structure, attributes, meta-information Information needs, audience types, expertise, tasks • The art and science of structuring and organizing information systems to help people achieve their goals. • Information architects organize content and design navigation systems to help people find and manage information.
- 21. A visual definition… Users •audience types • information needs questions Business Context Info. Architecture • org, label, nav, & searching systems Content • scope and volume • structure • metadata IA answers • strategy • resources • culture / politics • workflow
- 22. Why is IADifficult? Use rs Example Pe rsonal Digital Assistant Communication Chasm Docume nts and Applications Synonyms Handheld Computer "Alte rnate " Spe llings Persenal Digitel Asistent Abbre v iations / Acronyms PDA Broade r Te rms Wireless, Computers Narrowe r Te rms PalmPilot, PocketPC Re late d Te rms WindowsCE, Cell Phones
- 23. Best Practice: UseIA metrics… • Cost of finding (time, clicks, frustration, precision) • Cost of not finding (success, recall, frustration, alter natives) • Cost of development (time, budget, staff, frust ration) • Value of learning (related products, services, proje cts, people)
- 24. Best Practices: Marketingautomation Goal: Deliver the right message at the right time in the right location You can’t automate a process that doesn’t exist Map your lead flow Leverage buyers personas Understand your email reputation Eliminate extra work later – define a master labeling system Design lead capture forms as short as possible Data should drive lead scoring, lead conversions and decisions – keep it simple and objective Align sales and marketing – hands leads on a silver platter Provide a human touch when validating digital behavior Keep lead nurturing as dynamic as possible
- 25.
- 26. What’s your mobilecontent strategy? Getting started with a mobile content strategy 1. What’s your current mobile statistics? 2. What’s your timeline and budget? 3. Who is your target audience? 4. Is there a target platform? 5. What are the application features and functionality? 6. What are the developer skills?
- 27. The rest ofthe story… Solution Time to build solution Ease of delivery Mobile Sub Site Typically less than a day Simple to test using existing processes and environment Responsive Design Upfront planning/ Variable depending on complexity of site Modification to testing processes and environment essential Application stores Typically more than 2 weeks New testing infrastructure and processes required Cost Summary
- 28. So many devices… 3Layouts 4 Layouts 6 Layouts Source: http://www.metaltoad.com/blog/simple-device-diagram-responsive-design-planning
- 29. Application platforms Native Application Hybrid Application • Storedand run locally on the device and have full access to the platform and hardware • Obtained from application stored that includes a lead time and approval process before deployment • Developed on the default language of their respective platform • Largely based on web technologies running within a native application mimicking the look and feel of a native app. • Leverage the device feature to run a web application locally
- 30. Short list recommendations… Nativeapplications • Performance intensive applications • Marquee applications that can’t compromise on user experience or performance • Applications for offline or disconnected requirements • Games or applications with rich visuals • Applications that require background processing • Applications requiring heavy interaction with local data or device hardware • Where cost savings and cross platform code sharing is not a goal • Where a single device or platform is targeted Hybrid applications • Work well for business and content applications with a basic user interface and functionality requirements • Targeting multiple platforms • Adding native functionality to existing web applications or creating a native wrapper around a mobile web site • Work well for creating a simple mobile optimized version of an existing site
- 31. Wrap up… • Thinkcustomer first • Think strategy first • Personas required
- 32. Questions Thanks! Thomas Robbins, ChiefEvangelist [email protected] @trobbins
Editor's Notes
- #7 http://www.slideshare.net/AntonRSA/digital-marketing-overview-12525720