Our presentation to the Digital Hub Non-Conference: The Dichotomy of Digital Marketing. Reach vs. engagement, push vs. pull; which is the right strategy? What is the role of the brand website in this evolving realm? We share measurement methodology and best practices.
3. The Dichotomy of Digital Marketing
The Dichotomy of Digital Marketing
Quantity: Quality:
• Reach • Engagement
• G
GRP model
d l l
• 1:1, Personal
• MMM analysis • Customized
• Distribution, go • Centrality,
where the most p
importance of the
eyeballs are brand website
| CRM Metrix customer listening solutions | 2009 3
4. The Dichotomy of Digital Marketing
The Dichotomy of Digital Marketing
Quantity Examples: Quality Examples:
• Reckitt‐Benkiser • Foursquare location‐
using cheap volume
using cheap volume based messaging
based messaging
buys for reach • Hapa Sushi on Twitter
• P&G Unilever
P&G, Unilever • C t
Create your own
inputting clicks and Dunkin’ Donut
hits to MMM to show
hits to MMM to show • Travelocity emailed
ROI packages after a
search on India
| CRM Metrix customer listening solutions | 2009 4
5. The Dichotomy of Digital Marketing
The Dichotomy of Digital Marketing
Quantity Measurement:
Quantity Measurement: Quality Measurement:
Quality Measurement:
• Number of views • Open‐ended listening
• Eyeballs
b ll • Target audience
di
• Impressions profile
• Conversions • Word of
• Sales
Sales mouth/influencers
• Behaviors • Pieces of creative
• Attitudes
| CRM Metrix customer listening solutions | 2009 5
6. So, which model is right?
So which model is right?
First, start with your brand strategy. What are
your goals?
‐ Build loyalty among current users
‐ Convert competitive users
‐ Garner new customers
‐ Increase conversion
g y
‐ Build brand imagery
‐ Activate brand evangelists
‐ Drive purchase
Drive purchase
| CRM Metrix customer listening solutions | 2009 6
7. What Strategy?
What Strategy?
Loyalty
Purchase
Purchase Online
Emotional
Connection
Initiatives
Brand
d
/
and/or
Accessibility
Health Brand
Brand Value
Brand Differentiation Website
Brand Relevance
Awareness
Brand Awareness
The Brand Selection Process
| CRM Metrix customer listening solutions | 2009 7
8. Consider All Online Brand Experiences
p
Blogs
Social
Media Micro
Fan Site
Page
Online
Brand Online
Ads
Ad Website Videos
Online Online
Widgets Articles
Online
Sponsor
| CRM Metrix customer listening solutions | 2009
9. Brand Website as CRM: Platform to Build Relationships
Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600
| CRM Metrix customer listening solutions | 2009
10. Brand Website as CRM: Platform to Build Relationships
Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600
| CRM Metrix customer listening solutions | 2009 10
11. Brand Website as CRM: Platform to Build Relationships
Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600
| CRM Metrix customer listening solutions | 2009 11
12. The brand website is the most trusted form of advertising
advertising.
| CRM Metrix customer listening solutions | 2009 12
13. Brand Website as CRM: Platform to Build Relationships
Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600
| CRM Metrix customer listening solutions | 2009 13
16. Brand
Blogs
TV Social
S i l
Radio Brand
Networks
Print Website Micro-Sites
Outdoor Online Ads
Forums
F
Engagement
Strategy
Reach
Strategy
| CRM Metrix customer listening solutions | 2009
17. Therefore, o oth
Therefore, Do Both
…But measure it!
‐ Compare back to strategy
‐ Implement standardized
p
measurement
‐ Harmonize all online
brand experiences
| CRM Metrix customer listening solutions | 2009 17
19. What is Wrong with Online Measurement?
g
1. Decisions being made without consumer input; designing brand
experiences that are not customer centric.
experiences that are not customer centric.
2. Behavioral insights alone does not mean online brand experiences are
working.
3. No standard research methodology.
4. No standard comparative metrics. Inability to determine the
contribution of online brand experiences to your strategy.
contribution of online brand experiences to your strategy
5. No centralized performance monitoring system to compare & contrast.
6. No system available to report metrics within the brand organization—
y p g
needs to be actionable.
| CRM Metrix customer listening solutions | 2009
20. Unified Measurement
Unified Measurement
Banner Ads Banner Ads
Micro Sites
Micro Sites Micro Sites
Micro Sites
Sponsorships Sponsorships
Social Media
l d Social Media
l d
Rich Media Rich Media
Online Ads Online Ads
Centralized
Website Website
| CRM Metrix customer listening solutions | 2009
21. The Standard Metrics
The Standard Metrics
Category Affinity, Brand Affinity, Purchase Stage,
Demographics
Purchase Intent (lifts)
( )
Brand Image Perceptions (
g p (lifts), Brand Opinion Change (
), p g (lifts)
)
Re-engagement, Long Term Relationship (lifts)
Media Exposure, Traffic Sources
| CRM Metrix customer listening solutions | 2009
22. The New Standard Research Methodology
The New Standard Research Methodology
Optional
O i l Standard Segments
S d dS Optional
Pure Control Test Cell Re‐Contact
Control Cell Cell Online (Post‐ Survey
Brand
(Pre‐ Experience Exposure) OCT
p
Exposure))
| CRM Metrix customer listening solutions | 2009
24. Best
B t 9
Site Re design
Re-design
Practice
P ti 0%
75% 100% 25%
50% DON’T:
100% Flash is a NO NO!
IMPLICATION:
End user frustrations dramatically increase and
key metrics take a nose dive.
| CRM Metrix customer listening solutions | 2009
25. SiteCRM Best Practice #1:
SiteCRM™ Best Practice #1:
Provide an instantaneous experience.
Key Metrics Pre-Flash 100% Flash
Purchase intent 77% top 58% top
Customer R
C Retention Index
i d 85 79
Site satisfaction 70% top 51% top
“heavy use of flash, made browsing slow. not adapted to the smaller
screen.
“flash
“fl h websites are really annoying....especially when th h
b it ll i i ll h they hang while
hil
loading a small flash movie at 6am. yes, it was your site...not my
connection to the internet. I had no problems with other sites at the
same time...and no I didn t have a million windows open”
time and didn't open
| CRM Metrix customer listening solutions | 2009 25
26. SiteCRM™ Best Practice #2:
Ensure that goals are easily achieved.
Positive Purchase Intent
Did I come to the wrong website? 94.2%
How can I just get a quick answer?
75.0%
When will this page load?
Why can’t find what I am looking for?
y g
What was I looking for again?
Why is this so hard to use?
Who designed this horrible experience?
Wh d i d hi h ibl i ?
Did I do something wrong?
Goal Accomplishers n=3849
Who has time for this?
Who has time for this? Goal Failures n=856
| CRM Metrix customer listening solutions | 2009 26
28. Consider All Online Brand Experiences
p
Blogs
Social
Media Micro
Fan Site
Page
Online
Brand Online
Ads
Ad Website Videos
Online Online
Widgets Articles
Online
Sponsor
| CRM Metrix customer listening solutions | 2009
29. Ad and Targeting Effectiveness
Ad and Targeting Effectiveness
Quantity Measures:
• Impressions
• Click‐Through
Quality Measures:
• Awareness
• Recall
• Persuasiveness
• Viewer Profile
• Brand Image
• Purchase Intent
| CRM Metrix customer listening solutions | 2009
30. The Creative Performance Report
The Creative Performance Report
| CRM Metrix customer listening solutions | 2009 30
34. The End Result
The End Result
1. Do it all
2. Measure it
3. Match it back to strategy
gy
4. Make better decisions
| CRM Metrix customer listening solutions | 2009 34