WELCOME

Digital Marketing Forum: How to Reach and Engage Your Multi-screen Customers

Presented by Cox Media and LSBDC

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SPEAKERS

Dan Russell, MixpoJeanne Hurlbert, PhDStafford Kendall, Covalent Logic

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HOUSEKEEPING ITEMS

Index Cards Forum SurveyiPad DrawingToday’s PresentationTweet the Event! #geauxdigital14

Addressing the Multi-screen Consumer

Dan Russell, Director, Cable Partnerships, Mixpo

OVER TIME CHOICES MULTIPLIED…

It’s A Multi-screen WorldMedia Consumption Per Day

9:472:21

2:19

0:36

4:31

Consumers spend on average

each day on screens

It’s A Multi-screen World

Source: Google/Ipsos/Sterling 2012

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MULTI-SCREEN USAGE

Smartphones Dominate

60 Seconds Online?

Source: Qmee: July 24, 2013

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27 BILLIONvideo ad viewed online in January 2014

49 BILLIONonline videos watched in January 2014

Consumers Are Onlineand watching video on every device

Source: comScore January 2014, Accenture Video Solutions Survey 2013

90%

PC/Laptop Tablet Smartphone

81%

21%

44%

89%

33%

53%

2012

of consumers watch video content over the internet

Percentage of viewers consumer video by device

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DEVICE FRAGMENTATION IS A CHALLEGE FOR PUBLISHERS AND

MARKETERS:

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Multi-screen Advertising

Audience Receptivity• Television continues to dominate in

terms of opportunity to engage audience

• Sensitivity needed in addressing multiscreen audiences

• Consider the device and utility

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Video Consumption Across ScreensDifferent habits for different devices

• High engagement / “lean in”• User-generated content• Shorter video clips• Personal, on the go device• More social with video

• Full-length TV shows, movies & series

• Live content• “Lean Back” passive

viewing experience

• “Lean back” & “lean in” • Longer form content• User generated content• Workday / office hours

TV MobileDesktop

Multitasking

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Increase Engagement And KPISwith interactive featuresIncrease awareness & consideration

• PowerShare • Pin It Button• Content Panels• Product Survey• Long Form Video• Product Slideshow• Live Countdown Clock• Video or Product Gallery• Live Twitter & Content Feeds

Drive leads, store traffic & sales

• SMS Alerts• Tap to Call• Tap to Text• Buy Button• Lead Capture• Search Products• View or Print Circulars• Print Coupon or Recipes• Personalized Map + Directions

to Closest Retail Location

Best features for local advertisers

AWARENESS

FAVORABILITY

CONSIDERATION

PURCHASE INTENT

LEADSS

ALES

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LOCAL DEMOS

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Multi-screen Recommendations

How To Leverage ‘Big Data,’ Skyrocket Digital Conversions

Jeanne Hurlbert, PhDConsultant, CEO of MySurveyExpert.com

Sunbury, NC

National Science Foundation

The Power of

Connection

Getting Marketing ROI

3 key elements to marketing success

1. Proof of what you accomplish2. Industry surveys to reveal the 5 core problems

of your niche3. Relate these to your back-end data systems

and marketing

Method #1: Proof

“The Little Company That Could”

• Story of a tiny ecommerce business• Ramped up revenue with NO extra work• Ten days after product ships, automated link to survey

The Result?

• 10-15 testimonials a month • Data-- 95% satisfaction• Over 90% would recommend• Feedback keeps coming

The Big Guys Couldn’t

• $100-million company• Turnarounds• Almost NO proof• Why? • No system!

Suppose You Wanted a Consultant . . .

Consultant B• 100 testimonials• Statistical data: 98% are

satisfied, 90% would recommend

• 30 case studies

Consultant A• 10 testimonials• But. . .• Should I Believe?

Whom Would YOU Choose?

Your Competitors . . .

• Most of your competitors lack proof:• More than 80%, fewer than 10

testimonials• 60% have fewer than 5 case studies• Almost none have statistical data• Opportunity—differentiate!

Surveys Yield Proof

• Surveys provide the key to getting proof without time and expense

• 868 testimonials, with permission to use them, with our “testimonial generator”

• Accessible to everyone

Golden Digital Content!

• Permeate your marketing– appeal to people’s logic AND

emotions• But also use in CONTENT!

Sample Video Script

• How to Solve the Problem of XXXX• One of the big problems I see frequently is that people just don’t

know how to_______• SOLVING that problem can make all the difference in the world,

because it lets you ____• In fact, when I recently surveyed people whom I’ve taught to ______,

the results were amazing• One of those customers now gets HIRED to ____ for other people• Several of these people have gotten JOBS, based on their ______

And Then . . .

• They took whole course, but I want to show you 3 mistakes people make and 3 things you can do, right now, to succeed

• Top 3 mistakes• Top 3 solutions• CTA [possibly tell them that 97% of the customers in your

course were satisfied; and in a world where most people don’t take action, 70%--nearly 3 out of 4—actually _____]

Method #2: 5 Core Problems

Why Don’t More Businesses Create Content?

They Don’t Know What to Create!

Good Digital Content Requires . . .

• Understanding your audience• Comes from

– Outcomes– Strategies– Tactics

• Knowing core problems

What Motivates Them?

• What keeps them awake at night?• What are their core concerns?• What are they focusing on most?• What are their core goals,

challenges?

Useful At Two Levels

• Understand your customers and prospective customers at a deep level– Focus your content, products/services, marketing

• Hold up the mirror in digital content – Position yourself and business– Authority, credibility, thought leadership

How to Uncover? Industry Surveys

Research Foundation—Coaching Company

• Company built on white papers from research

• Lead generation• White papers sold for $50 on Kindle• “Go-to” in the industry

Other Benefits

• Guides content, products, marketing• Solidifies thought leadership• Guides decision making• Garners PR and publicity• Attracts JV partners• Fuels marketing

It Works Anywhere . . .

• Small coaching firm in design space• Survey on a shoestring• 70% opt-in rate on e-book• Over $400,000 in direct revenue from

this campaign

#3: Make The Connection

Big Data

• Big buzz about big data• Lot of noise • Confusion

– What it is– What it means– What it can—and can’t—do for you

• Can produce overwhelm

“Front End” Strategy

Quiz or Assessment

• Quiz—which core problems do you have?• Automate a conversation• Quizzes are fun!• Diagnose the problem, prescribe YOUR cure

For Example . . .

• Tag prospects, send data into CRM• Target follow-up sequences• Follow-up specific to each prospect’s problem(s)

Imagine If You Could . . .

• “We do A, B, C, D,E . . .” versus• “You told us THIS is wrong and THIS is how

we can help you solve YOUR problem”• Automate a conversation with EVERY

website visitor• Show them EXACTLY how you can help

maximize their potential

“Back End” Strategy

Enriching Data

• Missing or hard-to-measure information

• Contextual information• Examples:

– Age, gender, zip code– Household income, marital status,

kids, home market value, education

Predictive Analytics

• Which customers are most profitable?• Which problems do I solve most

effectively?• Which types of campaigns are

generating greatest ROI?• How well am I turning Facebook

“likes” into “Leads?”

Power of Connection

• Automate what my father did, take it to a new level• Connections with them depend on information connections

within your business• Linking next generation’s tool with last generation’s insights

Get Our White Paper: ‘The Hidden Costs of Social Proof’

Text Your Name and Email Address to:225-395-0238

Tell Your Story ThroughSocial Media

Stafford KendallBusiness Ambassador, Covalent Logic

5 Elements of Storytelling

1. Theme2. Venue3. Characters4. Plot5. Conflict

What’s It For?

• Facebook - Strengthening relationships you already have• Twitter - Meeting new customers and vendors• Instagram - Document the story of your business• Pinterest - Establish Brand Identity• YouTube - Slice & Dice video assets to recreate

live experiences• Digital Advertising - Portal to connect

Q&A PANEL