Keynote - The Digital CMO - Jeremy Sanchez, CEO, Global Strategies
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Transcript of Keynote - The Digital CMO - Jeremy Sanchez, CEO, Global Strategies
©2013 | BrightEdge Technologies
The Digital CMO: Enabling the Enterprise Building a Roadmap for Change Management
Jeremy Sanchez | CEO, Global Strategies [email protected]
1. Articulating the Value of Digital to the CMO 2. Measuring the Collateral Impact of Search
3. Demonstrating Innovation and Big Ideas
4. Actioning Strategic Insights and Dealing with a Lack of Resources
5. Making Search Sexy – Getting the CMO to Lean Forward
Digital Opportunities & Challenges
Articulating the Value of Search to CMO
$0
$4
$8
$12
$16
$20
0
10,000
20,000
30,000
40,000
Cost per Con
version | M
arke0n
g Spen
d
Conversion
s
Conversions Earned, Paid and Owned Digital Media
Owned Paid Earned Cost per Conversion Total Marke?ng Spend
à It is critical that you know how your CMO is thinking in terms of both a measurement framework and marketing mix
Measuring the Collateral Impact of Search
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2,500.00
5,000.00
7,500.00
10,000.00
Natural Direct Views from Target Keyword
Natural Direct Views from Keyword Unavailable
Natural Direct Views Other Keywords
Natural InDirect Views Total
à Keyword-to-page reporting dramatically underestimates the collateral impact of Organic search à Your business owns pages, not keywords
Showing Innovation & Big Ideas
à Categorizing major keyword topics and subtopic overtime tell a bigger story
à Corporate Communications has a planning and measurement tool
à Leverage the Google Trends API for up to eight years of historical demand
Actioning Strategic Insights
Brand Qua
lity
Ana
lysi
s
Com
paris
on
Rat
ings
and
Rev
iew
s
Purina.com X X X
Alpo
Be Happy
Beneful X
Canyon Creek Ranch X
Chef Michael’s
Dog Chow X
Mighty Dog
Pro Plan X X X
PurinaONE X X X
Vet Diets
à Developing portfolio and category strategies is critical for enterprise search success
à Brand and multi-agency channel collaboration is critical
à Offline branding messaging must align to online strategies
à Governance is key – brand and
keyword ownership must be assigned
Centralizing Search - Creating a Center of Excellence (COE)
WHO
People & Organization
HOW EFFICIENTLY Education & Evangelism
WITH WHAT
HOW
Standards & Processes
COE Work Streams
Technology & Tools