past advertising was used to get awareness, make the pitch and deliver qualified buyers • Now you can do most of it better in digital channels • So advertising doesn't have to carry the value proposition anymore • Its job is to drive people to digital channels DRIVE TO DIGITAL
• The Consumer Decision Journey tells you which “Connect” tactics are best • Plot the Consumer Decision Journey for each target audience segment • Identify the key touch points, then decide where and how you should engage. • The Consumer Decision Journey is your guide throughout the customer lifecycle. * McKinsey & Co
Traditional media develops brand, but is less directly responsive • Digital media connects the viewer immediately with a click • Search captures already active prospects and should be at the top of the list • Use the Consumer Decision Journey** to select tactics * banner ads, TV, radio, print **Copyright McKinsey & Co.
SEO drives search on owned site, mobile and social • Social is highest influence and trust in purchase research • Brand Ambassadors spread awareness * brand website, blog, Facebook and other owned social sites
Earned is not only press - Social is also earned since consumers really own it • Transparency earns trust, trust earns reputation • More likely to create viral and Word Of Mouth * press, social mentions on non-owned social sites
not ready to buy, they need to be cultivated. If a brand waits until the buyer is ready it’s too late. If preference is created, conversion is easier when the time comes.
Relationship/Dialogue is the result of value exchange • Exchange content for consumer information • Use that information to make your brand more personally compelling • Content only works if the target consumer considers it valuable
Accumulated data informs personalized marketing • A CRM* program learns about consumers over time • A CRM database is a critical marketing asset • Content driven permission email is the heart of a CRM program * Customer Relationship Marketing 21
ON CONVERSION • You have the most control of your pitch on your brand websites and your social sites. • It’s where you can make your most compelling case
MISSIONS • Shepherd prospects through the value proposition and deliver leads to sales • Capture prospects who don’t buy into your CRM program and Marketing Automation • Quickly siphon off all other constituencies to an appropriate experience
Marketing Automation cultivates individual relationships with prospects • It tracks activity at the individual level on your website, blog, email etc. • Each event adds to the profile of the prospect • Supports attribution
Brand Ambassadors spread their enthusiasm and create new prospects and customers • Enable, equip and motivate these ambassadors to spread their opinions • Enable sharing of User Generated Content on your sites and in social networks
• Content is the currency of digital channels • Includes video, apps, tools, games, contests, articles etc. • Content is part of every stage: Connect, Cultivate and Convert • Invest in a content strategy
STRONG BRAND • Content must be engaging, informative and entertaining – often at the same time • Brands must constantly publish new content to stay fresh and top-of-mind • This is a big challenge
• Metrics are the fuel that powers the system • Analytics are the interpretation of metrics by analysts • Analysts find the story in the data • Analytics enable consumer/ product insights, optimization • Better attribution & ROI
Combining data from multiple sources into a dashboard gives you a holistic view • A dashboard gives planning and strategy a long view • Integrating analytics reveals hidden trends and insights
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