optimizing campaigns for multiple channels, screens & audiences
Post on 09-May-2015
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Session sponsored by!
#LLCseries
Optimizing Campaigns For Multiple Channels, Screens & Audiences!
#LLCseries
Questions / ON24 Logistics !
• Download this white paper. • View our podcast. • Take our assessment • …
#LLCseries
Follow this webinar on Twi>er
#LLCseries Demand Gen Report: @DG_Report
Genwi: @Genwi
#LLCseries
Lead LifeCycle Series Prize Box!
Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher
the chance at winning one of these awesome prizes!
See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html
#LLCseries
About Demand Gen Report!
@DG_Report http://linkd.in/DG_Specialists
• Launched in 2007 to track best pracQces in lead generaQon
• Newsle>er has grown to more than 28,000 readers
• We also offer a menu of research and best pracQces reports
• New audio/video podcasts at DemandGenReport.com
#LLCseries
Panelists!Moderator
Paul Danter, VP, Sales and MarkeQng
Genwi
Kim Zimmermann, Managing Editor,
Demand Gen Report
(c) Genwi 2014
Introduction
7
discovery
mobile
(c) Genwi 2014 8
4%
5%
14%
76%
0% 25% 50% 75% 100%
< $250m
$250m - $500m
$500m - $1.5b
> $1.5b
Profile of Responders: Revenue & Job Title
19%
57%
26%
0% 25% 50% 75% 100%
VP
Director
Manager
(c) Genwi 2014 9
89%
45%
35%
29%
20%
15%
5%
0% 25% 50% 75% 100%
PDF Documents Commercial Web CMS
Enhanced PDF Documents Custom App Development
3rd Party Apps Adobe Digital Publishing
Other
Which of the following content distribution tools are you currently using?
Most responders (89%) use PDF documents for content distribution. 45% use a commercial web content management system.
(c) Genwi 2014 10
56%
41%
39%
35%
31%
31%
0% 25% 50% 75% 100%
Stale / Static Content
Cost of Managing Content
Brand Management
Curating Content
Updating Apps
Publishing Content
What issues are you confronting in distributing content?
Content is still king: 56% report that static or stale content is the main issue in content distribution. 41% cite cost as an issue.
(c) Genwi 2014 11
84%
75%
70%
54%
38%
34%
10%
3%
0% 25% 50% 75% 100%
Desktop Tablets
Smartphones Apple iOS
Android OS Windows Mobile
Blackberry Other
What devices and environments do you specifically tailor content for?
84% still tailor content specifically for desktops. 75% tailor for tablets, 70% for smartphones.
(c) Genwi 2014 12
How much demand are you experiencing for mobile access to content?
Very Little 4% Tepi
d 12%
Other
84%
31%
40%
13% Healthy
Expanding Rapidly
Reached Critical Point
Demand for mobile access is exploding: 84% report healthy-to-critical growth in demand for mobile access to content.
(c) Genwi 2014 13
Neither 37%
Mobile Web Apps
22%
Native & Mobile
Web Apps 25%
Native Mobile Apps 16%
What form of mobile apps are you currently distributing?
Fully a third distribute neither native mobile apps nor mobile web apps.
(c) Genwi 2014 14
3.13
3.11
2.88
2.75
2.40
1.00 2.00 3.00 4.00 5.00
Marketing Tactics
Distribution
Digital Engagement Strategy
Analytics / Metrics
App Store Optimization
How effectively is your organization managing the following aspects of mobile content consumption?
(Rate 1-5, 1=Poorly, 5=Exceptionally well)
When asked to consider management of various aspects of mobile content consumption, responders give low marks: App store optimization fares worst, followed by distribution and digital engagement strategy.

(c) Genwi 2014 15
50%
16%
11%
7%
6%
3%
3%
0% 25% 50% 75% 100%
Marketing Exclusively Not Clearly Defined
IT & Marketing IT Exclusively
Marketing; Individual BU's IT, Maketing, BU Mix
BU's
Where in your organization does responsibility for mobile content publishing reside?
The marketing department rules mobile content publishing: 50% say responsibility lies exclusively with the marketing department and another 20% say marketing shares responsibility with IT or individual business
groups.
(c) Genwi 2014
The Content Challenge
16
completely separating content from layout
ensuring content can be utilized over time in many ways
building with mobile at the front and
center of our planning
structured creation
organized access
mobile promotion
Genwi—Model UN RFP Response
Provide Single Asset Provide Multi Asset Destination
Engagement Approach Traditional Approach
Content Destinations Creates Engagement
(c) Genwi 2014
Mobile Is About Touch Points
18
social
ads
seo email
landing pages
mobile web
mobile apps
deep-linking • (the big native app topic of ’14) • native apps can no longer live in a
silo • content should drive app usage • from a content-based promo to
web or IAP
progressive engagement
• users need choice and direction • we should always lead them to the
best branded experience • they will still engage via all
channels • when converted, they should
access things based on their level of mobile engagement
(c) Genwi 2014
Progressive Engagement In Action
19
landing pages web-based apps native apps
example one:
(c) Genwi 2014
Progressive Engagement In Action
20
structured creation
organized access
mobile promotion
example two:
(c) Genwi 2014
Progressive Engagement In Action
21
structured creation
organized access
mobile promotion
example two:
(c) Genwi 2014
Steps To Help You Drive Better Engagement
22
• perform an audit of your content asap:
• we have a workbook that will help: genwi.com/c2c
• create some structured meta-data for all content:
• so you can manage it easier
• so people in your company know how to use it
structured creation
• review how you create and offer content today with tools like:
• InDesign • CMS • PDF
• review how you can also offer less format-dependent versions of content:
• for example can eBooks also be offered via the browser?
organized access
• if you have a native app talk to your development team about deep-linking
• plan how you want to engage with your audiences
• It may make sense to break audiences up - for b2b that may mean:
• sales enablement • channel marketing • customer support • prospect nurturing
mobile promotion
...and talk to us (we’ve been in the thick of this for years)...
#LLCseries
Q & A // Panelists!Moderator
Paul Danter, VP, Sales and MarkeQng
Genwi
Kim Zimmermann, Managing Editor,
Demand Gen Report
#LLCseries
Lead LifeCycle Series Prize Box!
Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher
the chance at winning one of these awesome prizes!
See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html
#LLCseries
Thanks for attending this session!!
Make sure to a>end the next session in the Lead LifeCycle Series:
h>p://dg-‐r.co/lls14
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