ama.digital marketingstrategy.10 13
Post on 12-Sep-2014
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Digital Marketing Strategy here is an update version of last year's tutorial at the AMA marketing symposium for higher education. More emphasis this year on "Big Data" but still a major concentration on various forms of online advertising, from display ads to retargeting... and special notes on the value of landing pagesTRANSCRIPT
Bob Johnson Consulting, LLC ... @HighEdMarketing 1
DIGITAL MARKETING STRATEGY: BUILDING BRAND STRENGTH & ENROLLMENTS
©ROBERT E. JOHNSON, PH.D. 2013
Bob Johnson, Ph.D.AMA Symposium for the Marketing of Higher Education
Boston, MANovember 10 - November 13, 2013
Bob Johnson Consulting, LLC ... @HighEdMarketing 2
Who is Bob Johnson?• Website reviews from a marketing perspective• “Top Task” research partner w/Gerry McGovern at Customer Carewords, Ltd, Dublin, Ireland
• 71 higher education clients since 2006• “Your Higher Education Marketing Newsletter”… 3,600 subscribers
• @highedmarketing… 6,400+ Twitter followers• “Higher Education Marketing” blog• Symposium for the Marketing of Higher Education… chair, 1994 to 2003
Bob Johnson Consulting, LLC ... @HighEdMarketing 3
This was real, but silly…http://2d-code.co.uk/qr-code-airplane-banner/
Bob Johnson Consulting, LLC ... @HighEdMarketing 4
Not just a play on words…
•“We don't believe in digital marketing. We believe in marketing in a digital world, and there's a huge difference." • Clive Sirken, CMO, Kimberly-Clark, March 2012
Bob Johnson Consulting, LLC ... @HighEdMarketing 5
Marketers & “digital” in 2013…http://www.imediaconnection.com/content/34878.asp
Bob Johnson Consulting, LLC ... @HighEdMarketing 6
Digital marketing is “Insanely complicated”http://tiny.cc/71a6ew
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So are mobile marketing options…http://read.bi/1aOp1lR
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THE GOOD NEWS…Facebook & Google in constant competition to allow better targeting…• “Guest Post: Facebook Is Now The Best Ad
Targeting Platform Around”… March 2013• http://bit.ly/17MDYGL
Bob Johnson Consulting, LLC ... @HighEdMarketing 9
A “Big Data” solution…http://rocketfuel.com/solutions/audience
Bob Johnson Consulting, LLC ... @HighEdMarketing 10
IMPORTANT STRATEGY POINTS…A definition…And 6 points to craft a plan
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Today’s marketing strategy definition…
• “Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.”• en.wikipedia.org/wiki/Marketing_strategy
Bob Johnson Consulting, LLC ... @HighEdMarketing 12
6 important strategy points…
#1• Social media…
• Marketing and PR can’t control the message anymore
• Facebook still dominates
• YouTube is second
#2• Mobile…
• People are connected everywhere, all the time
• Easy to share opinions
• Different tasks on different devices?
Bob Johnson Consulting, LLC ... @HighEdMarketing 13
Two more really big things…
#3• Big Data…
• “Big data” = the capacity to know more about people than ever before
• We can use it for more precise advertising
#4• Engagement
• More people will “like” and “follow” than will actively “engage”
• Not everybody wants to “engage”
Bob Johnson Consulting, LLC ... @HighEdMarketing 14
And two more…
#5• New technology
• No need to be first in everything, especially if you don’t know how the “shiny object” fits in your marketing plan
• Relax
#6• ROI
• Difficult to measure the individual impact of every step in a marketing campaign
• But can measure advertising response
Bob Johnson Consulting, LLC ... @HighEdMarketing 15
Marketing online for…
Brand awareness…
• We want people to know who we are today so that tomorrow if they need what we offer they will include us in their choice.
• Does not require call to action and landing page.
• Institution focused (often).• Clicks on links optional.
Direct response…
• We want people who are ready (or nearly ready) to make a purchase to start today.
• Requires a call to action and a landing page.
• Academic program focus• Clicks on links mandatory.
Bob Johnson Consulting, LLC ... @HighEdMarketing 16
A (VERY) LITTLE BACKGROUNDHow we got started and where we are today
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Smartphones enabled the revolution…http://bit.ly/TlMtvN
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Tablets are expanding it…
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And technology keeps moving…http://bit.ly/UQuQew
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New format for admissions interviews?
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REASONABLE EXPECTATIONS FOR SOCIAL MEDIAPew Internet and American Life…Forrester…Noel-Levitz E-expectations
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Social media “experts” often insist…• “A two-way conversation between marketers and
consumers is the whole point of social…• “Anything less… is a reflection of outdated broadcast-style
thinking.”• Consider an alternate reality• Most people “follow” and “friend” brands to listen, not to
engage in a conversation.• Numbers do count… the more listening the better.
• Reality makes “ROI” extremely challenging to measure• What are all those “followers” and “friends” actually doing?• When will they take a “desired action”?
Bob Johnson Consulting, LLC ... @HighEdMarketing 23
Top 10 social media sites, 10/6/12…http://ex.pn/SV3o84
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Top 10 social media sites, 9/28/13…http://ex.pn/SV3o84
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What do people do on social media?http://empowered.forrester.com/tool_consumer.html
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Social media influence level for teens…Noel-Levitz E-expectations survey, 2013
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2 important points re social media…• Lifespan of a new item on Facebook, Twitter is very short… just a few minutes.
• Not everyone visits social media every day… even teens.
• If something is important, post it more than once.
• On more than one day if timing permits.
Bob Johnson Consulting, LLC ... @HighEdMarketing 28
ADVERTISING IN THE DIGITAL WORLD Where are your dollars going now?Targeting for Facebook… and all else
Bob Johnson Consulting, LLC ... @HighEdMarketing 29
Evolution of digital advertising…http://bit.ly/OWRzn3
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Google & high speed access in 2004…
Bob Johnson Consulting, LLC ... @HighEdMarketing 31
Rapid evolution continues…
Bob Johnson Consulting, LLC ... @HighEdMarketing 32
Desktop vs. mobile to 2017…http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959
Bob Johnson Consulting, LLC ... @HighEdMarketing 33
Major players in mobile by revenue…http://bit.ly/ZPnokB
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Social media ad increase…http://bit.ly/12Ljb5p
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BIG DATA…Friend, Foe or Marketing Fantasy?
Bob Johnson Consulting, LLC ... @HighEdMarketing 36
Where does Big Data come from?http://slidesha.re/15THr6E
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Big data… a contrarian viewFrom The Guardian at http://bit.ly/15WGgy4
•"Big data is in danger of being hijacked by the people who hijacked terms like one-to-one marketing, and customer relationship management [CRM].
• “…tech companies who sold huge bits of kit that became an enormous project and then just ground to a halt.” • Scott Logie, Direct Marketing Association chair
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Big data = Customer intelligence…• Fact: few people object to ads that interest them• Opportunity: reduce mass advertising, focus lead generation marketing to people who might have an interest
• Conversion: with permission to speak, keep content relevant to top tasks of people receiving it
• Penalty: to much “brand speak” and people will withdraw permission to speak or just ignore you
• Reward: people will like your brand
Bob Johnson Consulting, LLC ... @HighEdMarketing 39
“Intelligent” is the key word here…http://slidesha.re/15THr6E
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Relevant = Knowing top tasks
Bob Johnson Consulting, LLC ... @HighEdMarketing 41
Select where we put display ads…
Bob Johnson Consulting, LLC ... @HighEdMarketing 42
FACEBOOK ADVERTISING…The Facebook example…
Bob Johnson Consulting, LLC ... @HighEdMarketing 43
Facebook is today’s mass media…• About 1% of people who follow major brands actively “engage” with them… almost everyone just listens. That’s OK.
• “People need to understand what Facebook can do for a brand and what it can’t do. It doesn’t really differ from mass media. It’s great to get decent reach, but to change the way people interact with a brand overnight is just unrealistic.”• Karen Nelson-Field, (Ehrenberg-Bass Institute,
Australia), based on FB metrics “People Talking About This”
Bob Johnson Consulting, LLC ... @HighEdMarketing 44
Facebook on mobile…http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959
Bob Johnson Consulting, LLC ... @HighEdMarketing 45
Facebook is simplifying ad options…http://newsroom.fb.com/News/620/An-Update-on-Facebook-Ads
• Summer and Fall of 2013… from 27 to <13?• “Our vision is that over time, an advertiser can come to
Facebook and tell us what they are trying to achieve, and our ads tools will automatically suggest the right combination of products to help them achieve it.”
• Goal: easier for non-professionals to plan, place advertising
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Pay for FB results 3 ways…https://www.facebook.com/help/614797551881954
• Pay for views• Pay for clicks• Pay for actions (new in April)
• More from Inside Facebook at http://bit.ly/1448PZY
Bob Johnson Consulting, LLC ... @HighEdMarketing 47
Power Editor… for multiple campaignshttps://www.facebook.com/help/569494776443033
Bob Johnson Consulting, LLC ... @HighEdMarketing 48
Starting your campaign…https://www.facebook.com/ads/manage/campaigns/
Bob Johnson Consulting, LLC ... @HighEdMarketing 49
Pick a landing point, create your ad…
Bob Johnson Consulting, LLC ... @HighEdMarketing 50
Our landing page…http://che.engin.umich.edu/
Bob Johnson Consulting, LLC ... @HighEdMarketing 51
Where to show your ad?
Bob Johnson Consulting, LLC ... @HighEdMarketing 52
The first selection page… only for age
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Sort for “Chemical Engineering”…
Bob Johnson Consulting, LLC ... @HighEdMarketing 54
Limit to people in high school…
Bob Johnson Consulting, LLC ... @HighEdMarketing 55
Budget for 10% response… 198
Bob Johnson Consulting, LLC ... @HighEdMarketing 56
Track your conversions…https://www.facebook.com/help/435189689870514/
Bob Johnson Consulting, LLC ... @HighEdMarketing 57
YOU TUBE + GOOGLE AD WORDS…
Bob Johnson Consulting, LLC ... @HighEdMarketing 58
My CE video to promote…http://www.youtube.com/watch?v=s64B-NNRxTA
Bob Johnson Consulting, LLC ... @HighEdMarketing 59
Video links to this page…http://che.engin.umich.edu/
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Your ad in top right position…
Bob Johnson Consulting, LLC ... @HighEdMarketing 61
After a “Chemical Engineering” search…
Bob Johnson Consulting, LLC ... @HighEdMarketing 62
Opening the campaign…
Bob Johnson Consulting, LLC ... @HighEdMarketing 63
Select your video…http://www.youtube.com/watch?v=s64B-NNRxTA
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Pick your budget…
Bob Johnson Consulting, LLC 65
Keyword selection…
Keywords in content… Keywords in searches…
Bob Johnson Consulting, LLC ... @HighEdMarketing 66
Review advanced settings…
Bob Johnson Consulting, LLC ... @HighEdMarketing 67
Pick the time for your ad to run…
Bob Johnson Consulting, LLC ... @HighEdMarketing 68
Results page to monitor…
Bob Johnson Consulting, LLC ... @HighEdMarketing 69
DIRECT RESPONSE DISPLAY ADVERTISINGFocus advertising on specific academic programs…
Bob Johnson Consulting, LLC ... @HighEdMarketing 70
Again, targeting is key…http://www.24mas.com/
• Age• Gender• Location• Behavior• Time• Handset• And more…
Bob Johnson Consulting, LLC ... @HighEdMarketing 71
Not the best targeting here…
Bob Johnson Consulting, LLC ... @HighEdMarketing 72
Direct response… program ad matches placement
Bob Johnson Consulting, LLC ... @HighEdMarketing 73
Leads to a proper landing page…
Bob Johnson Consulting, LLC ... @HighEdMarketing 74
And a social media connection…
Bob Johnson Consulting, LLC ... @HighEdMarketing 75
Simple, clean, quick email response…
Bob Johnson Consulting, LLC ... @HighEdMarketing 76
And ongoing contact…
Bob Johnson Consulting, LLC ... @HighEdMarketing 77
Targeting newsletter readers…
Bob Johnson Consulting, LLC ... @HighEdMarketing 78
Strong, short landing page for inquiry…
Bob Johnson Consulting, LLC ... @HighEdMarketing 79
Innovative options after an inquiry…
Bob Johnson Consulting, LLC ... @HighEdMarketing 80
RETARGETED ADVERTISINGCreepy to some, successful to others
Bob Johnson Consulting, LLC ... @HighEdMarketing 81
The retargeting trail…http://area2oh3.com/have-you-been-retargeted/
Bob Johnson Consulting, LLC ... @HighEdMarketing 82
“Boosted” retargeting w/ “big data”…http://rocketfuel.com/solutions/retargeting-booster
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“Boosted” retargeting results…http://rocketfuel.com/resources/case-study/UCLA-Extension
Using these data points… UCLA Extension results…
• “More conversions after the first month of the campaign than we did during almost the entire fall enrollment period campaign – which is usually the top performing campaign of the year.”• Genny Drennen, Fraser
Communications
Bob Johnson Consulting, LLC ... @HighEdMarketing 84
Starting with a search in May 2012…
Bob Johnson Consulting, LLC ... @HighEdMarketing 85
Retarget for individual programs…
Bob Johnson Consulting, LLC ... @HighEdMarketing 86
Bob on Flyertalk…
Bob Johnson Consulting, LLC ... @HighEdMarketing 87
Bob on the Washington Post…
Bob Johnson Consulting, LLC ... @HighEdMarketing 88
July 17, 2013… A change in focus to MBA
Bob Johnson Consulting, LLC ... @HighEdMarketing 89
Retarget for scholarships…http://www.chacha.com/question/where-can-i-buy-google-glasses
Bob Johnson Consulting, LLC ... @HighEdMarketing 90
And following to the NY Times…
Bob Johnson Consulting, LLC ... @HighEdMarketing 91
And the landing page…http://bit.ly/GVtOsk
Bob Johnson Consulting, LLC ... @HighEdMarketing 92
Answer these 5 questions first…http://bit.ly/TjUlOz
• Do you have an online marketing budget of at least a $1,000 dollars per month?
• Do you have at least a few thousand visitors to your Website each month?
• Do you sell a product or service with a long consideration cycle or customer research process?
• Are you concerned with continued branding for your business online?
• Do you have significant online competitors?
Bob Johnson Consulting, LLC ... @HighEdMarketing 93
Retargeting on Facebook…
Bob Johnson Consulting, LLC ... @HighEdMarketing 94
New importance for Facebook…http://bit.ly/15httox
Bob Johnson Consulting, LLC ... @HighEdMarketing 95
Video intro to Adwords retargeting…http://www.youtube.com/watch?v=YtlejZic2jU
Bob Johnson Consulting, LLC ... @HighEdMarketing 96
Explore retargeting specialists…http://www.adroll.com/
Bob Johnson Consulting, LLC ... @HighEdMarketing 97
GROUP ADVERTISING“Lead gen” for more leads at less cost w/ 3rd party screening
Bob Johnson Consulting, LLC ... @HighEdMarketing 98
“Online masters degree finance”...
Bob Johnson Consulting, LLC ... @HighEdMarketing 99
Where will you be among 52 choices?http://www.elearners.com/online-degrees/master/finance.htm
Bob Johnson Consulting, LLC ... @HighEdMarketing 100
FOR BEST ROI ON ANY ADVERTISINGAttention to the Inquiry Form…And a rapid first response time
Bob Johnson Consulting, LLC ... @HighEdMarketing 101
Just 4 items on this inquiry form…http://www.stonybrook.edu/spd/highered.html
The whole form on a single screen…https://www.scps.nyu.edu/contactUs.htm
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A rare texting option…http://online.gannon.edu/webform/request-more-information
Bob Johnson Consulting, LLC ... @HighEdMarketing 104
And for traditional students…http://bit.ly/OqbqFY
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IN THE (NEAR) FUTURE…
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Extraordinary speed…• “In 2000, “the first ads we wrote for Oracle were about 7 seconds. If the consumer was online and didn’t get the content that they wanted within 7 seconds, they’d be gone.
• “Now 7 seconds is a lifetime.”• In 2017?
• “If Spotify is fixated with delivering content in under 200 milliseconds now, can you imagine what the competition will be in 5 years?”• Lawrence A. Kimmel, CEO, Direct Marketing Association
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A verbal search future… https://support.google.com/chrome/answer/1331723?hl=en
• In the mobile world, no need to touch anything
• What words will your visitors use?
• Must work better than your “search” works now
• “Top task” even more important… know “Taskwords”
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More video content…http://www.startstorytelling.com/
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Google glass… still a marketing puzzlehttp://bit.ly/1hRHbVP
For 2012 in New Orleans… For 2013 in Boston…
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And what might you do with this?
Bob Johnson Consulting, LLC ... @HighEdMarketing 111
WRAPPING UP…STRATEGY POINTS FOR SUCCESS
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Digital strategy steps…• First impression online is critical…
• Top tasks from customer viewpoint• Abandon “marketing speak” content
• Big Data to craft targeted advertising• Simple online inquiry forms boost ROI…• Immediate inquiry response…
• Telephone, email, or texting• Continuing response unless told to stop…• New role for video story telling
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An underused strategy element…• Academic program interest of potential students as the starting place…• Online advertising for individual programs• Use academic program interest from first response• Inquiry, application & finance options from every
academic program page• Academic content written for students, not faculty and
their friends• Social media plan for selected programs• Video stories from students and faculty in academic
programs
Bob Johnson Consulting, LLC ... @HighEdMarketing 114
THANKS FOR BEING HERE IN BOSTON!Bob Johnson, [email protected]@highedmarketing
Bob Johnson Consulting, LLC ... @HighEdMarketing 115
DIGITAL MARKETING RESOURCES
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Can advertising as we knew it survive?http://blogs.hbr.org/2013/08/advertisings-big-data-dilemma/
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Many places for ad $$$…, old & newhttp://www.mediassociates.com/
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Academic research sources…
University of Marylandhttp://www.rhsmith.umd.edu/digits/
Dartmouth Collegehttp://www.tuck.dartmouth.edu/digital/
Bob Johnson Consulting, LLC ... @HighEdMarketing 119
Ehrenberg-Bass Institute…http://www.marketingscience.info/
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Data-Driven Marketing Institutehttp://thedma.org/ddmi/
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Pew Internet research projects…http://www.pewinternet.org/
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Bing monthly advertising updates…http://bit.ly/18Hqux6
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Big data in multi-channel marketing…http://insightsone.com/
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Case Study: Cross device advertising…http://bit.ly/19LSiLx
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Integrating Big Data…http://www.bluekai.com/
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Social media strategy cheat sheet…http://bit.ly/UVq4XC
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Social Media Examiner…http://www.iwantmedia.com/index.html
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EXTRA NOTES ON ADVERTISING…Twitter…LinkedIn
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TWITTER ADVERTISINGOpen to anyone in the U.S. since April 2013
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TWITTER SAYS…“Our system rewards marketers for being good, not for being loud.”• https://blog.twitter.com/2013/announcing-t
witter-ads-api
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Twitter on mobile…http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959
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Start here… pay only for followers
https://business.twitter.com/start-advertising
Selection criteria include…
• Similar user names• Interests• Location• Gender
Bob Johnson Consulting, LLC ... @HighEdMarketing 133
Selections for “Education” & Metro…
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LINKEDIN ADVERTISING…Best for young professionals in search of new credentials…
Bob Johnson Consulting, LLC ... @HighEdMarketing 135
LinkedIn ad example…9:55 A.M. 4/19/2013
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After the LinkedIn ad…
The landing page… Immediate inquiry response…
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Start here…http://www.linkedin.com/advertising
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8 selection categories…
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Set your budget… for clicks for views?
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18 November 2013