Ektron London Conference: The Changing Face of Digital Marketing

Bob Canaway

Vice President of Marketing – Ektron

[email protected] – @bobcanaway

The Changing Face of Digital

Marketing

Copyright © 2013 Ektron, Inc.

IT ALL STARTED WITH THIS GENT

• Born 1948

• First internetworked

computers 1950

• ARPANET Carries

Packets in 1969

• Email starts in the

70s and takes off in

80s


THEN IT STARTED GETTING

INTERESTING

Invented the first Web browser, editor and Web server Invented the World Wide Web

• Developed it to “share information”

Sir Tim Berners-Lee


THE AGE OF ANY-NEW-

MARKETING WORKS

Fortunes are made

Domain names gobbled up

Email becomes a force

Message groups

SEO

My Space

Social


MASS CONSUMERIZATION

The first video on YouTube, uploaded

at 8:27 P.M. on Saturday April 23rd, 2005. The video was shot by Yakov Lapitsky at the San Diego Zoo.


FAST FORWARD


THE BUYER HAS CHANGED

• Savvy, noise resistant, information

seekers

• Informed, social, & earned vs. bought

78% start their research with search

78% view vendor websites 4+ pieces of content 5576 emails ~ Exec 10x


CONVERSION: WHAT YOU WANT TO HAPPEN

Awareness Consideration

Close

Visitor


CONVERSION: WHAT REALLY HAPPENS

Awareness Consideration

Close

Visitor


FOCUS ON THE BUYER’S JOURNEY

Not the seller’s process

Content Marketing

Drives Engagement


INBOUND WEBSITE

Attract Unknown Blog Keywords Social

Media

Convert Visitors Targeted

CTAs Landing Pages

Forms

Close Leads MAP + CRM Integration

Targeted Content

Social Networking

Delight Customers Targeted

CTAs MAP + CRM Integration

Customer Service


Data

Scientist

ROLES ARE BLENDING

Content

Author

Digital

Marketer


AVAILABLE DATA IS GROWING

CMS CRM Marketing

Automation Analytics

ERP Enterprise

Repositories

Does this look familiar?


HOW TO GET THERE

Uni f ied

Data

I n tent

Actionable

view of your

customer


Must Have Attributes • Is a customer

• With X products • In Canada Nice to have • Responded to upgrade

campaign

Must Have Attributes • Is a prospect • In the Healthcare

industry Target content “Great web experiences in your patient portal”

webinar

Target content “Getting the most out of your

CMS” eBook

Personas


PERSONA BEST PRACTICES

• Understand the visitor’s attributes, goals & behaviors • Interview + Observe

• What is the target buyer’s role within an organization?

• Which of their business goals are relevant to your products & expertise?

• What current industry issues could impact their ability to reach their goals?

• Design personas based on the current stage in their decision making process

• Build personalized set of site features and content to guide them through the buying journey


CONTENT TARGETING

Verb – Using data

about your visitors to

provide relevant,

contextual content to move them along in

the buyer journey


TARGET THAT CONTENT

Content targeting

Desired

business

results


WAYS TO TARGET CONTENT

Anonymous Visitors

• Geo-location

• Search term

• Industry

• Company

• Device type

Known Visitors • Geolocation • Search terms

• Industry

• Company

• Title

• Role

• Customer status

• Social graph

• Behavioral attributes

Personas


AMPLIFY!

Bob Canaway

Vice President of Marketing – Ektron

[email protected] – @bobcanaway

Questions

Ektron London Conference: The Changing Face of Digital Marketing

Business

Transcript of Ektron London Conference: The Changing Face of Digital Marketing