(Content) Marketing ROI for Fun and Profit (mostly Profit)Digital summit denver lane terralever - roi
•
1 gostou•606 visualizações
Marketing and technology are in lockstep, and marketing channels, methods and techniques will continue to be added and to evolve at an increasing rate. This presentation will takes you through the ins and outs of content marketing and marketing ROI. Speaker: Scott McAndrew LaneTerralever Chief Strategy Officer
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a (Content) Marketing ROI for Fun and Profit (mostly Profit)Digital summit denver lane terralever - roi
Semelhante a (Content) Marketing ROI for Fun and Profit (mostly Profit)Digital summit denver lane terralever - roi (20)
Mais de LaneTerralever
Último
Último (20)
(Content) Marketing ROI for Fun and Profit (mostly Profit)Digital summit denver lane terralever - roi
- 1. Digital Summit Denver Jun / 18 / 2014 (Content) Marketing ROI for Fun and Profit (mostly Profit) Scott McAndrew, Chief Strategy Officer LaneTerralever.com
- 2. “Our goal is to provide and unparalleled level of service in our industry. To achieve this online, we focus on three areas: building rich content, growing our commerce capabilities, and establishing communities of suppliers and end users that share common interests.”
- 3. Michael Dell, Dell Computer address to the Detroit Economic Club November 1, 1999 - “Our goal is to provide and unparalleled level of service in our industry. To achieve this online, we focus on three areas: building rich content, growing our commerce capabilities, and establishing communities of suppliers and end users that share common interests.”
- 4. How do you feel when you think about managing digital marketing for your brand? recently asked in a digital marketing survey
- 5. overwhelmedresources many excited digital important toolsefforts changing overwhelming difficult value frustrated ineffective managementtime always needlearning know innovative necessary creative ideas constantly company challenging confusing strategy new best difficult brandlacking support tactics usefrustrated good right insights cautious statistics strategic digitally uphill direct strong uncertain consistently curious make work driven come process sometimes good just plan try sales questionable analytics ROI success engage challenged interesting expensive move execute marketoptions exciting stressful think senior managing important consistent SEO excited prioritycurrentdatacurve quantify interesting companies confident awareness staffed adequate revisit optimization relevant eye opening digital results advertising scatteredgetting confidentbattle words words presence moving knowledge outlets still internal much proven optimistic unclear constantly apprehensive struggle workslow education responseone complex budgets tactical invest data average neededstrategies low betterfeel attribution low sure part frustrating
- 6. 2014 is the year of personalization
- 7. 2014 is the year of big data marketing
- 8. 2014 is the year of millennial madness
- 9. 2014 is the year of iBeacons
- 10. 2014 is the year of advocacy marketing
- 11. 2014 is the year social sizzles
- 12. 2014 is the year of multiscreen mania
- 13. 2014 is the year of event integration
- 14. 2014 is the year digital gets physical
- 15. 2014 is the year content marketing will die
- 16. Marketing and technology are in lockstep, and marketing channels, methods and techniques will continue to be added and to evolve at an increasing rate
- 17. Technology Advancement 1810s - 2010s 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010
- 18. Marketing Channels 1810s - 2010s 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010
- 20. Gartner’s Hype Cycle for Technology and Marketing Content Marketing
- 21. Gartner’s Hype Cycle for Technology and Marketing Content Marketing Peak of Inflated Expectations
- 22. Gartner’s Hype Cycle for Technology and Marketing Content Marketing Peak of Inflated Expectations Trough of Disillusionment
- 23. 34% 66% CMO’s: Do you feel pressure from your CEO or Board to prove the value of marketing? YES NO CMO’s: Is this pressure increasing, decreasing, or staying the same? 0 15 30 45 60 INCREASING SAME DECREASING
- 24. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today?
- 25. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today?
- 26. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today? CEO ! 85%
- 27. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today? CEO ! 85% CTO ! 75%
- 28. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today? CEO ! 85% CTO ! 75% CFO ! 99%
- 29. Hypothetical C-Suite Survey How much of what you learned in college is applicable in your current role today? CEO ! 85% CTO ! 75% CFO ! 99% CMO ! 30%
- 30. The impression I get from working with brands, organizations, and agencies—a mix of young upstarts, midcareer professionals, and top- level executives—is that success in digital marketing is a fast-moving target. Even as a single strategy hits the mark, a new tech development rewrites the rules and forces even the savviest marketer to start from scratch. Past successes no longer ensure future ones. Leaders complain that they need to adapt faster, and they simply don’t know how. The digital disruption has caused a knowledge gap. Johanna Frelin The Management Blog Bloomberg Businessweek -
- 31. Marketers Know Change is Necessary Marketers expect their role to change quickly… and that change is becoming the norm… - Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
- 32. Marketers Know Change is Necessary Those that embrace change don’t know how to do it. - Adobe, Digital Roadblock: Marketers Struggle to Re-invent Themselves 2014
- 33. 7 Simple Social Media Moves That Work
- 34. Top 10 of the Top 10 Lists in Digital and Marketing
- 35. The Cost Of Social Media Fame In 2014? About $6,800
- 36. The Gloves Are Off: Email vs. Mobile
- 37. 4 Ways Click Farms Screw Your Business
- 39. 67% of Marketers don’t believe Marketing ROI requires a financial outcome (these are the very Marketers that struggle to give the correct mathematical formula for Marketing ROI) ! - Fournaise 2012 33% 67%
- 40. 63% of Marketers don’t include any financial outcome when reporting on and presenting marketing results to their CEOs & Top Management. ! - Fournaise 2012 37% 63%
- 41. ROI is an equation, not a theoretical concept
- 42. ROI is an equation, not a theoretical concept ROI = gain from investment - cost of investment cost of investment x 100
- 43. (Content) Marketing ROI - Challenges
- 44. (Content) Marketing ROI - Challenges 1. Lack of systems / ability to analyze data / silo’d data
- 45. (Content) Marketing ROI - Challenges 1. Lack of systems / ability to analyze data / silo’d data 2. Lack of collaboration across business functions
- 46. (Content) Marketing ROI - Challenges 1. Lack of systems / ability to analyze data / silo’d data 2. Lack of collaboration across business functions 3. Competing agency partner interests
- 48. (Content) Marketing ROI 1. Make sure you have a proper marketing strategy first
- 49. (Content) Marketing ROI 1. Make sure you have a proper marketing strategy first 2. Marketing leader = marketing + analytics + business mechanics
- 50. (Content) Marketing ROI 1. Make sure you have a proper marketing strategy first 2. Marketing leader = marketing + analytics + business mechanics 3. Be bold and bring the change to your organization
- 51. If you have clear business goals, and based on those goals have a clear, measurable marketing strategy to work from then everything else falls into place.
- 52. Thank You ! For a copy of this deck please email me at scott.mcandrew@laneterralever.com Scott McAndrew Chief Strategy Officer LaneTerralever ! Scott.McAndrew@LaneTerralever.com 480.839.1080