Marketers: Are You Paying Attention to Company Overview ... · Increased attention translates to...
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Company Overview MARKETING IN THE AGE OF INSTANT DIGITAL GRATIFICATION 1 Marketers: Are You Paying Attention to Attention? ZMAGS WEBINAR SERIES Presented by Brian Rigney, CEO Zmags www.zmags.com The Shoppable Content Company
Transcript of Marketers: Are You Paying Attention to Company Overview ... · Increased attention translates to...
CompanyOverviewMARKETINGINTHEAGEOFINSTANTDIGITALGRATIFICATION
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Marketers: AreYouPayingAttentiontoAttention?
ZMAGSWEBINARSERIES
PresentedbyBrianRigney,CEOZmags
www.zmags.com
TheShoppable ContentCompany
Today’sSpeakers
• Hostandmoderator– BethMoriarty,ZmagsSVPProductsandBusinessDevelopment
• Contentpresentation– BrianRigney,ZmagsCEO
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Zmags- TheShoppable ContentCompany
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PEOPLE
Over1,500globalbrands250MM+monthly page
views
London, Boston,Copenhagen
Zmagsdigitalcontentmarketingtechnology
Createrich,shoppableexperiencesinstantly
PLATFORMS
+
EnterpriseGradeInfrastructure&Security
PROVEN
KeyIntegrations
PARTNERS
Today’sAgenda:Areyoupayingattentiontoattention?
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1. Whatareattentionmetrics?
2. Isattentiondifferentfromengagement?
3. Whyshouldmarketerscare?
4. Industryexamples
5. Whatmetricsshouldmarketerstrack&how?
6. Q&A
December 3, 2015
NOTE:SlidesandrelatedeBookwillbesenttoyouafterthepresentation
Then
Traditionalwebmarketingversusmoderndigitalmarketing
Now
M E A S U R I N G C L I C K S
Q U A L I T Y O F A U D I E N C EN U M B E R O F V I S I T O R S
I F P E O P L E V I S I T
O N E D I G I T A L C H A N N E L
M E A S U R I N G E N G A G E M E N T,T H E VA L U E B E TWE E N C L I C K S
H O W L O N G T H E Y V I S I T
Q U A L I T Y
I M P R E S S I O N S AT T E N T I O N
Q U A N T I T Y
O M N I C H A N N E L
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Whatareattentionmetrics?
Measurements,collectedusingtechnology,thatgaugeifandforhowlongapieceofcontent(e.g.,webpage,article,advertisement)holdsaperson’sattention.
Aquantifiablemeasurementofaquality experience.
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“Thereare2thingsthatareproventoshowrecallrecognition: oneisthequalityofthecreative.Thesecondistheamountoftimethatadaccrues.”
March,2014
December 3, 2015
Marketingtoday:Thebattleforaudienceattention
“In2000theaverageattentionspanwas12seconds,butthishasnowfallentojust8.
Thegoldfishisbelievedtobeabletomaintainasolid9.”
– TheIndependentreportingonMicrosoft2015consumerstudy
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55%ofallpageviewsonthewebgetlessthan15secondsofattention- Chartbeat
247%ofconsumers expectawebsitetoloadin2seconds orless beforetheystarttoabandon- KISSMetrics
SECONDS
17%of pageviewslastlessthan4seconds- StatisticsBrain
Upliftinrevenuesforconsumerswhoare“engaged”– Gallup23%
Increasedattentiontranslatestoincreasedrevenues
Areyouanalyzingandadjustingaroundyourcustomers’behaviorsinrealtime?
Engaged(Def)- Payingattentionand
participatingintheexperience
(e.g.watchingvideo,purchasing,
scrolling/reading, etc.)
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Leadingbrandsfindfocusingonattentionworks
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“Ultimately,we’reinthebusinessofcapturingthetimeandattentionofsportsfans.
Ourgoalistoreachasmanyofthemaspossible,reachthemasoftenaspossible,andkeepthemengagedforaslongaswecan.”
- DaveColetti,VicePresidentofDigitalMediaResearch&AnalyticsatESPN
Usingtechnologytoshiftanadvertisement’spositiononscreenandrotateitaccordingtopre-setparameters,guaranteeingaminimumfive-secondview.
Withmorecomplexcreativeexecutions,theyhavereportedtheactualviewability resultsbumpupto15-20seconds.
Quantifiessuccessthroughanewmetricitcalls‘attentionminutes’whichiscalculatedbytheanalysisofbothtotalattentiononsiteforvarioustimeframesaswellastotalattentionperpiece
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0%
10%
20%
30%
40%
50%
60%
0-10seconds 11-30seconds 31-60seconds
TimeonSite:%PageViewIncreases
Casestudy:BrahminLeatherworks
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“ByusingZmags,Brahminhasmorethandoubled itsclickthroughrateandisdrivingmoreonlinerevenueasaresult.Weareearninga20:1returnonourinvestment.”
- AlisonKatz,DirectorofDirecttoConsumer,Brahmin
Metrics• Conversionratesup111%
50%increaseinpageviewsincriticalfirst10seconds
50%é
20%é 9%é
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Measuringattentioncanbehard
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ResultsfromtheZmags2015DigitalMarketingSurvey:
41%ofmarketersfindanalyzingwebmetricsandanalyticstobetheMOSTchallengingaspectoftheirjob
Howchallengingdoyoufind“analyzingwebmetricsandanalytics”?
December 3, 2015
Threeattentionmetricseverymarketershouldtrack
Attention Action Aftereffect
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Howlongdoesaconsumerspendon
yourdigitalexperience?
Whatarethe“signsoflife”thatshowhowconsumersare
interactingwithyourexperience?
Howdidvisitorsfeelabouttheexperience?
December 3, 2015
Attention
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Howlongdoesaconsumerspendon
yourdigitalexperience?
Suggestedmetricsfortrackingtime
• AverageEngagedTimeonpage• TotalEngagedTimeacrosssites• ActiveExposureTimeonadvertisementsorweb
components• HH:MM:SSbysitecomponent(video,lookbook,images,
sliders)orpageorad…
Technologyoptions• Clicktale• Chartbeat• SimpleReach
December 3, 2015
Action
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Whatarethe“signsoflife”thatshowhowconsumersare
interactingwithyourexperience?
Suggestedmetricsfortrackingactions
• Scrolldepth• Videostartsandcompletions• Bouncerates• Recirculation
Technologyoptions
• Combinationofanalyticspackagesandcustomwebscripts• Clicktale• Chartbeat
December 3, 2015
Suggestedmetricsfortrackingaftereffect
• Positiveandnegativereactionsonsocialmediaandotherchannels
• Nextbestactiontracking• Returnrateandloyalty• Brandrecallandconsideration
Technologyoptions
• Sociallisteningandmonitoring• Naturallanguageprocessingtechnology• Vizu /DynamicLogic
Aftereffect
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Howdidvisitorsfeelabouttheexperience?
December 3, 2015
Cyclicalprocessoftrackingandupdatingbasedonattention
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3) Collectandevaluateattentionmetrics
1) Createexperiences
2) Rapidlypublishupdatesordynamicallyadjustacrosschannels
Zmagscanhelp
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Discover…
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Create Publish
&
EngagingshoppablecontentinsecondswithaneffortlessdraganddropUI.NoCodingorIT
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Provenexperiencewithglobalbrands– largeandsmall
Selectcustomersinclude:
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ForRetailers…theprocessisbroken
Design Review/Approve Review/ApproveDevelop Release
CreateCampaignConcept
Gather/CreateDigitalAssets
BuildStoryboard
Approved @Internal/ExternalIT/SI
HTML/JavaScript
Adduserinteraction
NotVisualCodeReview?
Approved
@Internal/ExternalIT/SI
ReleaseProcess
ScheduleforRelease
TakesWeekstoMonths,andisExpensive
ChangeNeeded ChangeNeeded ChangeNeeded ChangeNeeded
GatherRequirements
WorkwithInternal/ExternalIT
ChangeNeeded
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Creatormakesiteasy!
Design Review/Approve Review/ApproveDevelop Release
CreateCampaignConcept
Gather/CreateDigitalAssets
Draganddroptobuildexperience:
links,transitions,ecommerce
Approvedwithinsystemwithfull
visualexperience
NotRequired NotRequiredDragandDroptoPublishLivein5
Minutes
ChangeNeeded
TakesHourstoDays,NoCodingRequired
ChangeNeeded
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Casestudy:NewYork&Company
Pre-CreatorChallenges1. Creating/Publishing contenttook3+months
2. Campaignsquicklyoutofdate
3. Costlydependencies onIT
Post-CreatorResults1. 400%increaseincontentdeliveredonline
2. 600%+increasesinpageviews
3. Soldoutcampaignsinlessthanaweek
4. Repeatedacrossmanycampaignsoverpast12
months
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Zmagsclientsseemeasurableresults
ACCELERATE
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CONVERSIONSTIMETOMARKET
50%-110%INCREASEIN
CONVERSIONRATES
“Creatorputsthepowerintothehandsofmarketingandenablescreativefreedom.Wecaneasilymerchandiseanddrivesalesnow.”
- MarcSchwartz,DigitalandMarketingStrategyLeader,BoathouseStores
ENGAGEMENT
600%INCREASEINPAGE
VIEWS
500%INCREASEINTIMEONPAGE
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400%INCREASEINCONTENT
DELIVERED
Q&A
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ContactUs
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WWW.ZMAGS.COM
FACEBOOK.COM/ZMAGS
TWITTER.COM/ZMAGS
LINKEDIN.COM/COMPANY/ZMAGS
