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Track 2: Content Performance
The Digital Path To Purchase
MAY 2016
By Bill Carmody, CEO of Trepoint
2
INTRODUCTION
Being a marketer in 2016 is harder than ever.
© 2016 Trepoint, Inc
3
INTRODUCTION
The State of Digital Marketing
© 2016 Trepoint, Inc
90%Percentage of
Americans Who Ignore Digital Ads
Harris Interactive, 2015
The Click-Through Rate of Display Ads
DoubleClick, 2015
0.04% $7.2B 40%2016 Estimated Global
Losses to Bot Fraud
White Ops/ANA, 2016
Ad revenue lost by websites that target
millennials due to ad block
President of IAB
4
INTRODUCTION
We don’t control the customer journey anymore.
© 2016 Trepoint, Inc
“73% wouldn’t care if brands disappeared.”
-Meaningful Brands Study
“32% trust strangers more than brands.”
-Forrester
5
INTRODUCTION
Consumers still want to hear your story… just not from you.
© 2016 Trepoint, Inc
“62% of people trust brands less.”
-PWC
Study: Digital Content Drives SalesTapInfluence and Nielsen Catalina Solutions
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SALES EFFECT STUDY
To prove digital content could drive in-store sales, our partner TapInfluence engaged Nielsen
Catalina Solutions to conduct a Sales Effect Study for their client WhiteWave foods. Specifically,
this study looked at the effects of influencer marketing on in-store sales. The study used point of
sale data to compare purchases from consumers exposed to influencer content to a matched
control group of consumers who did not see influencer content.
Executive Summary
© 2016 Trepoint, Inc
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SALES EFFECT STUDY / METHODOLOGY
258 Top Fitness & Food Influencers, chosen using the Tap data layer that optimizes for performance.
Who They Chose
© 2016 Trepoint, Inc
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SALES EFFECT STUDY / METHODOLOGY
The ContentAll include references to Silk Product (and full FTC Disclosure)
© 2016 Trepoint, Inc
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SALES EFFECT STUDY / METHODOLOGY
Influencer DistributionContent was also shared via influencers’ social networks, no additional paid distribution
© 2016 Trepoint, Inc
ForkandBeans
Likes 574 Comments 54
natyashba
Likes 1,755 Comments 125
26, 52, 34… Tots! Drizzle with a #dairyfree buffalo cheese sauce and look who has the lead. Your #MeatlessMondayNight meal has been decided for next week. Recipe up now! #sidelinemeat
Link in BIO for more info. #MeatlessMondayNight
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SALES EFFECT STUDY / METHODOLOGY
All Using an Automated Platform Entire process automated, managed and tracked by the TapFusion platform, including payments & FTC disclosure insertion
© 2016 Trepoint, Inc
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SALES EFFECT STUDY / METHODOLOGY
How Tracking WorksSpecial NCS tracking pixel automatically inserted by software into blog content for every post
© 2016 Trepoint, Inc
RETARGETING AND CONVERSION TRACKING PIXELS
When someone clicks over to the post
from social media, the NCS tracking pixel fires and that person is attempted to be
matched to their loyalty card data
13
SALES EFFECT STUDY / METHODOLOGY
Incremental SalesTrack purchases of exposed consumers vs. control group Campaign: Sep – Nov 2015
© 2016 Trepoint, Inc
AUG 14
SEP 14
NOV 14
DEC 14
JAN 15
FEB 15
MAR 15
APRIL 15
MAY 15
JUNE 15
JUL 1
5
AUG 15
SEP 15
OCT 15
NOV 15
DEC 15
JAN 16
FEB 16
PURCHASE HISTORY: TEST AND CONTROL MATCHING PERIOD (52 WEEKS) ANALYSIS PERIOD
CAMPAIG
N
START
LAST POST
GOES LIVE
CAMPAIG
N
ENDS
INCREMENTAL SALES Exposed household purchases during the campaign in addition to their normal purchase behavior
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SALES EFFECT STUDY / RESULTS
Exposed Consumers Purchased More
Compared to the control group, EXPOSED BUYERS PURCHASED SIGNIFICANTLY MORE SILK
on each purchase occasion
© 2016 Trepoint, Inc
$20.09$22.06
UNEXPOSED
GROUP
EXPOSED
GROUP
Point Difference +$1.97
Percent Difference +10%
Significance Level +94%
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SALES EFFECT STUDY / RESULTS
Sales Lift Results
“Blows traditional digital advertising results out of the water.”
- Lori Ulanoff WhiteWave Foods
© 2016 Trepoint, Inc
1000 PEOPLE VIEWING INFLUENCER CONTENT
GENERATED $285 OF INCREMENTAL SALES
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SALES EFFECT STUDY / RESULTS
Impressions After Study
© 2016 Trepoint, Inc
IMPRESSIONS AS OF NOV. 30, 2015
IMPRESSIONS AS OF FEB. 29, 2015
(without additional posts or paid distribution)
540k 1.3M+ and counting
An additional 2X IMPRESSIONS were generated post campaign. We can assume they resulted in additional sales not accounted for in sales study window.
17
SALES EFFECT STUDY / RESULTS
Impressions After Study
Historical Program shows the “ALWAYS ON” nature of content
Views/Month: "Fall in Love With Soy" Program (Active March 25 - May 22)
© 2016 Trepoint, Inc
MARCHAPRIL
MAYJU
NEJU
LYAUG
SEPOCT
NOVDEC
JAN
20,000
40,000
60,000
80,000
100,000
120,000
POSTS GOING LIVE POST PROGRAM IMPRESSIONS (VERY LONG TAIL)
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SALES EFFECT STUDY / RESULTS
Impressions After StudyViews Per Month – Meatless Monday
© 2016 Trepoint, Inc
ORGANIC SPIKE in February due to Super Bowl (Football-based content)
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
JANUARY
FEBRUARY
MARCHAPRIL
50,000
100,000
150,000
200,000
250,000
300,000
POSTS GOING LIVE POST PROGRAM IMPRESSIONS (VERY LONG TAIL)
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SALES EFFECT STUDY / PERFORMANCE
Key Takeaways
Influencer content marketing can drive incremental sales and dramatically outperform traditional digital advertising
Long tail effect of content creates a continually growing ROI, even after the program has ended
Customers will respond to content presented in the right context
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3
© 2016 Trepoint, Inc
20© 2016 Trepoint, Inc
INSIGHTS
WHY?
21© 2016 Trepoint, Inc
INSIGHTS
from Transactions
22© 2016 Trepoint, Inc
INSIGHTS
to Relationships
23© 2016 Trepoint, Inc
TRANSFORMATION
A Critical Transformation in Business
Transactions Relationships
• Win the sale / Win it now
• Advertise, promotions, incentives
• Short-sighted / Immediacy rather than intimacy
• Win their hearts / Win them forever
• Develop connection, understand preferences, deliver experience
• Longer-term focus / Loyalty
24© 2016 Trepoint, Inc
TRANSFORMATION
An Alternate Currency
Transaction Relationship
• Win the sale / Win it now
• Advertise, promotions, incentives
• Short-sighted / Immediacy rather than intimacy
• Win their hearts / Win them forever
• Develop connection, understand preferences, deliver experience
• Longer-term focus / Loyalty
Money Time Personal Data
© 2016 Trepoint, Inc
THE CUSTOMER JOURNEY
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The Customer Journey
26© 2016 Trepoint, Inc
THE CUSTOMER JOURNEY
Designing an exceptional experience….
Examining from the constituent’s
perspective the best means of engaging,
interacting and addressing the mental,
physical, and emotional journey through all
the stages of the relationship lifecycle.
Relationship Journey Mapping
27© 2016 Trepoint, Inc
THE CUSTOMER JOURNEY
Relationship Journey Mapping
๏ The path to purchase is no longer characterized by the linear marketing funnel
๏ Consumers move from one channel or touch-point to another and switch devices
to suit their needs
๏ Understanding the different journeys that customers have with your organization
and the emotional responses they provoke is crucial to delivering an effective
customer experience.
28© 2016 Trepoint, Inc
DIGITAL ENGAGEMENT
Why Experience Matters
Customer experience leaders obtain returns up to 77% GREATER their marketing investments than those who give it little importance within their overall market approach.
2013 Watermark Consulting
29© 2016 Trepoint, Inc
THE CUSTOMER JOURNEY
Relationship Journey Mapping
Less than 30% of businesses map customer journeys.
10 20 30 40 50 60 70 80 9010
00
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DISCOVER
31© 2016 Trepoint, Inc
Consumer Behavior
93% 88% 70% 58%Use public search engines
as the initial point of information discovery
Suggest that social channels are influential
during the decision-making process
Cite consumer opinion as the most trusted source of
information
Publish their brand/product experience to ‘protect others’ from a
similar experience
60%Will use support forums
and discussion groups to inform purchase decisions
DISCOVER
32© 2016 Trepoint, Inc
DISCOVER
Brand Share of VoiceMore important than follower counts, share of voice metrics help demonstrate how
active or relevant a brand is in pertinent online conversations.
33© 2016 Trepoint, Inc
DISCOVER
Broader Share of VoiceMentions of the word “organic bread” with corresponding brand name within the last year. The vast
majority of the conversations (the ‘uncategorized’ broader ) represent the opportunity to extend reach.
34© 2016 Trepoint, Inc
DISCOVER
Social Media Drives Sales to Retail
PRE STORE Social Media
NEAR STORE Geo-Targeted Mobile
IN STORE Beacon-Driven Real-Time Data
35
ACTIVATE
36© 2016 Trepoint, Inc
ACTIVATE
Engaging with Your Core Customers
Trader Joe’s has capitalized on market
trends such as better-for-you and
healthier-for-you options. By listening
and engaging with your core customers,
you can get ahead of demands.
37© 2016 Trepoint, Inc
ACTIVATE
Engaging with Your Core Customers
You need to learn to tell your story in an
extremely cluttered environment.
38© 2016 Trepoint, Inc
ACTIVATE
Engaging with Your Core Customers
You need to learn to tell your story in an
extremely cluttered environment.
39© 2016 Trepoint, Inc
ACTIVATE
Engaging with Your Core Customers
You need to learn to tell your story in an
extremely cluttered environment.
40© 2016 Trepoint, Inc
ACTIVATE
41© 2016 Trepoint, Inc
ACTIVATE
Finding the Right Measures
Don’t get distracted by measurements out of
context. Engagement doesn’t always equal sales.
CPMs / Impressions
Click Through Rates
Banner Ad Views
Facebook Likes
Twitter Followers
42
TRANSACT
43© 2016 Trepoint, Inc
TRANSACT
Drive to SalesMeasurements must include data points at or near the register.
RETURN ON INVESTMENT
Sales
Codes Redeemed
Loyalty Program Registrations
Coupons Redeemed
Rebate Proof of Purchase
44© 2016 Trepoint, Inc
Experience Drives Transaction
Customers spend an average of 23% MORE when they have established an emotional connection with a brand than customers who have not.
2014 Gallup Survey Data
TRANSACT
45© 2016 Trepoint, Inc
TRANSACT
Blend Tried and True Tactics with Social
1-10% 68%
COUPON REDEMPTION INDUSTRY AVERAGE
COUPON REDEMPTION WITH SOCIALLY-DRIVEN CAMPAIGNS
Socially-driven campaigns have increased redemption rates up to 68%A result of highly-targeted campaigns to a highly-engaged audience.
46© 2016 Trepoint, Inc
TRANSACT
Coca Cola’s Share a Coke Campaign brought social to reality and back to social again.
Blend Tried and True Tactics with Social
47
ADVOCATE
48© 2016 Trepoint, Inc
ADVOCATE
Today, the purpose of business is to get you customers who get
you even more customers. That’s advocacy, and most
businesses don’t understand how to create raving fans.
Creating raving fans of your product is about doing more for
them than they could ever reasonably expect from you.
How are you blowing your customers away?
Creating Raving Fans
49© 2016 Trepoint, Inc
ADVOCATE
What’s the most appetizing way to engage current fans while attracting new ones?
Throw a dinner party, of course. To set the table for this multi--
layered strategy, Trepoint created a Patak’s Party Kit – filled with
Patak’s product coupons, recipe ideas and party planning tips –
giving fans everything they needed to host an Indian themed
dinner party for close friends and family.
Patak’s Party Kit
50© 2016 Trepoint, Inc
ADVOCATE
Dinner was a success, as the party kit
promotion built a network of grass roots
advocates totaling over 11,000 people
engaged through the program.
Patak’s Party Kit
Customer Journey Mapping
51
52© 2016 Trepoint, Inc
CUSTOMER JOURNEY MAPPING
53© 2016 Trepoint, Inc
CUSTOMER JOURNEY MAPPING
54© 2016 Trepoint, Inc
CUSTOMER JOURNEY MAPPING
55
Design Your Content Strategy to Drive Purchase
56© 2016 Trepoint, Inc
DESIGN YOUR CONTENT STRATEGY TO DRIVE PURCHASE
Fill a Void For Your Ideal Customer
๏ Define the problem your product solves in your content
๏ Share the alternative solutions, including, but not limited
to the use of your product
๏ Ensure the content places the needs of your customer ahead of your own
57© 2016 Trepoint, Inc
DESIGN YOUR CONTENT STRATEGY TO DRIVE PURCHASE
Include a Clear Call to Action
๏ Provide a clear next step for your customer to solve their problem
๏ “Buy Now!” is not always an appropriate call to action
๏ Offer something of value to help them along their journey
๏ Differentiate your content by factoring in the lifetime value of your customer in your initial touchpoint
58© 2016 Trepoint, Inc
DESIGN YOUR CONTENT STRATEGY TO DRIVE PURCHASE
Ensure Your Content is Measurable
๏ Define key performance indicators and secure stakeholder buy-in
๏ Map them to the customer journey
๏ Include measures that tie to sales
59© 2016 Trepoint, Inc
DESIGN YOUR CONTENT STRATEGY TO DRIVE PURCHASE
Invest in Compelling Content
๏ Create content so insightful that customers want to share it
๏ Leverage partners, industry experts, and/or third party advocates
๏ Enable others to distribute published content on your behalf with
no incremental cost
๏ Build social triggers into the content
The New Relationship Economy
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61© 2016 Trepoint, Inc
THE NEW RELATIONSHIP ECONOMY
Do you care about them when they
have not done a transaction?
Transactions Relationships
Do you care enough to really get
to know them?
Do you care more about them than
you do about their money?
62© 2016 Trepoint, Inc
THE NEW RELATIONSHIP ECONOMY
The evolution to Technology Mastery
Constant willingness to change
An unending willingness to learn
Courage to invest time and money
An accurate future vision
The wisdom of H&T balance
63© 2016 Trepoint, Inc
THE NEW RELATIONSHIP ECONOMY
The customer experience is the next competitive battleground.
Jerry Gregoire CIO Dell
64© 2016 Trepoint, Inc
THE NEW RELATIONSHIP ECONOMY
By 2020, customer experience will overtake price as the key brand differentiator.
Forbes
65© 2016 Trepoint, Inc
THE NEW RELATIONSHIP ECONOMY
89% of companies plan to compete primarily on the basis of customer experience by 2016
Gartner
Thank You
Trepoint.com
66
67© 2016 Trepoint, Inc
ABOUT TREPOINT
Trepoint is a boutique digital engagement agency with demonstrated capability across a variety of industries spanning strategy through execution.
We design and execute digital strategies that enable brands to connect with consumers throughout the customer journey in a meaningful, measurable and consistent way.
We believe that digital offers a greater opportunity than broadcasting your marketing message. We are inspired by our desire to demonstrate the tangible impact of digital engagement to your bottom line.
NEW YORK KANSAS CITY SAN FRANCISCO
Trepoint.com
1.844.TREPOINT / bill@trepoint.com
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