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Our presentation to the Digital Hub Non-Conference: The Dichotomy of Digital Marketing. Reach vs. engagement, push vs. pull; which is the right strategy? What is the role of the brand website in this evolving realm? We share measurement methodology and best practices.
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The Dichotomy of Digital Marketing
CRM MetrixMelissa Morrison VP
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009
Melissa Morrison, VPFriday, 25 September 2009
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009
The Dichotomy of Digital MarketingThe Dichotomy of Digital Marketing
Quantity: Quality:Quantity:
• Reach
G d l
Quality:
• Engagement
l• GRP model
• MMM analysis
• 1:1, Personal
• Customized
• Distribution, go where the most
• Centrality,importance of the
eyeballs arep
brand website
| CRM Metrix customer listening solutions | 2009 3
The Dichotomy of Digital MarketingThe Dichotomy of Digital Marketing
Quantity Examples: Quality Examples:
• Reckitt‐Benkiserusing cheap volume
• Foursquare location‐based messagingusing cheap volume
buys for reach
• P&G Unilever
based messaging
• Hapa Sushi on Twitter
C t• P&G, Unilever inputting clicks and hits to MMM to show
• Create your own Dunkin’ Donut
hits to MMM to show ROI
• Travelocity emailed packages after a
| CRM Metrix customer listening solutions | 2009 4
search on India
The Dichotomy of Digital MarketingThe Dichotomy of Digital Marketing
Quantity Measurement: Quality Measurement:Quantity Measurement:
• Number of views
b ll
Quality Measurement:
• Open‐ended listening
di• Eyeballs
• Impressions
• Target audience profile
• Conversions
• Sales
• Word of mouth/influencersSales
• Behaviors • Pieces of creative
• Attitudes
| CRM Metrix customer listening solutions | 2009 5
Attitudes
So which model is right?So, which model is right?
First, start with your brand strategy. What are your goals?
‐ Build loyalty among current users
‐ Convert competitive users
‐ Garner new customers
‐ Increase conversion
‐ Build brand imageryg y
‐ Activate brand evangelists
‐ Drive purchase
| CRM Metrix customer listening solutions | 2009 6
Drive purchase
What Strategy?What Strategy?
Purchase
LoyaltyPurchase
Online Emotional
Connection
d
Initiativesand/or
Brand ValueBrand Differentiation
Accessibility Brand Health
/Brand Website
Brand Relevance
Brand AwarenessAwareness
| CRM Metrix customer listening solutions | 2009 7
The Brand Selection Process
Consider All Online Brand Experiences
Social Blogs
p
Media Fan Page
Micro Site
OnlineAd
OnlineVideos
BrandWebsiteAds VideosWebsite
OnlineArticles
Online Widgets
Online
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009
OnlineSponsor
Brand Website as CRM: Platform to Build Relationships
| CRM Metrix customer listening solutions | 2009
Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600
Brand Website as CRM: Platform to Build Relationships
| CRM Metrix customer listening solutions | 2009 10Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600
Brand Website as CRM: Platform to Build Relationships
| CRM Metrix customer listening solutions | 2009 11Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600
The brand website is the most trusted form of advertisingThe brand website is the most trusted form of advertising.
| CRM Metrix customer listening solutions | 2009 12
Brand Website as CRM: Platform to Build Relationships
| CRM Metrix customer listening solutions | 2009 13Source : CRM Metrix primary research conducted 1st quarter 2009, US representative sample, n=1600
Brand Website: A Key Influencer of Purchase
| CRM Metrix customer listening solutions | 2009 14Source : CRM Metrix Brand Website Survey conducted 1st quarter 2009, US representative sample, n=1600
Brand Website: A Key Influencer of Purchase
| CRM Metrix customer listening solutions | 2009 15Source : CRM Metrix Brand Website Survey conducted 1st quarter 2009, US representative sample, n=1600
Brand
TVTVTVBlogsS i lBlogsS i lBlogsS i lTV
RadioPrint
Outdoor
TVRadioPrint
Outdoor
TVRadioPrint
Outdoor
Social Networks
Micro-SitesOnline Ads
F
Social Networks
Micro-SitesOnline Ads
F
Social Networks
Micro-SitesOnline Ads
F
BrandWebsite
ForumsForumsForums
Engagement Strategy
Reach
Strategy
| CRM Metrix customer listening solutions | 2009
Strategy
Therefore, Do BothTherefore, o oth
…But measure it!
‐ Compare back to strategy‐ Implement standardized pmeasurement‐ Harmonize all online brand experiences
| CRM Metrix customer listening solutions | 2009 17
Is this already being done?Is this already being done?
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009
What is Wrong with Online Measurement?
1. Decisions being made without consumer input; designing brand experiences that are not customer centric.
g
experiences that are not customer centric.
2. Behavioral insights alone does not mean online brand experiences are working.
3. No standard research methodology.
4. No standard comparative metrics. Inability to determine the contribution of online brand experiences to your strategycontribution of online brand experiences to your strategy.
5. No centralized performance monitoring system to compare & contrast.
6. No system available to report metrics within the brand organization—y p gneeds to be actionable.
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009
Unified MeasurementUnified Measurement
Banner Ads
Micro Sites
Banner Ads
Micro SitesMicro Sites
Sponsorships
l d
Micro Sites
Sponsorships
l dSocial Media
Rich Media
Social Media
Rich Media
Online Ads
Website
Online Ads
Website
Centralized
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009
The Standard MetricsThe Standard MetricsCategory Affinity, Brand Affinity, Purchase Stage, Demographics
Purchase Intent (lifts)( )
Brand Image Perceptions (lifts), Brand Opinion Change (lifts)g p ( ), p g ( )
Re-engagement, Long Term Relationship (lifts)
Media Exposure, Traffic Sources
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009
The New Standard Research Methodology
S d d SO i l
The New Standard Research Methodology
Control Test Cell
Standard Segments
Pure
Optional
Re‐Contact
Optional
Cell(Pre‐
Exposure)
(Post‐Exposure)
Control Cell SurveyOCT
OnlineBrand
Experience
p )
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009
SiteCRM™ Six DimensionsSiteCRM Six Dimensions
| CRM Metrix customer listening solutions | 2009 23
B tB t 99Best P tiBest P ti
9Site Re-designPracticePracticeSite Re design
0%
25%75% 100%
DON’T:
100% Flash is a NO NO!50%
IMPLICATION:End user frustrations dramatically increase and
| CRM Metrix customer listening solutions | 2009
End user frustrations dramatically increase and key metrics take a nose dive.
SiteCRM™ Best Practice #1:SiteCRM Best Practice #1:Provide an instantaneous experience.Key Metrics Pre-Flash 100% FlashPurchase intent 77% top 58% top
C R i d 85 79Customer Retention Index 85 79
Site satisfaction 70% top 51% top
“fl h b it ll i i ll h th h hil
“heavy use of flash, made browsing slow. not adapted to the smaller screen.
“flash websites are really annoying....especially when they hang while loading a small flash movie at 6am. yes, it was your site...not my connection to the internet. I had no problems with other sites at the same time and no I didn't have a million windows open”
| CRM Metrix customer listening solutions | 2009 25
same time...and no I didn t have a million windows open
SiteCRM™ Best Practice #2:Ensure that goals are easily achieved.
Did I come to the wrong website? 94.2%
Positive Purchase Intent
How can I just get a quick answer?
Why can’t find what I am looking for?When will this page load? 75.0%
Why is this so hard to use?
y g
What was I looking for again?
Wh d i d hi h ibl i ?
Did I do something wrong?Who has time for this?
Who designed this horrible experience?
Goal Accomplishers n=3849
| CRM Metrix customer listening solutions | 2009 26
Who has time for this?Goal Failures n=856
SiteCRM™ Best Practice #3:Relationship is more important than site satisfaction at driving salessite satisfaction at driving sales.
Intent to Buy
RevisitR2=.73
Trial Intent Intent to Buy
R2=.82
Recommend R2=.60Recommend
| CRM Metrix customer listening solutions | 2009 27
Consider All Online Brand Experiences
Social Blogs
p
Media Fan Page
Micro Site
OnlineAd
OnlineVideos
BrandWebsiteAds VideosWebsite
OnlineArticles
Online Widgets
Online
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009
OnlineSponsor
Ad and Targeting EffectivenessAd and Targeting EffectivenessQuantity Measures:
• Impressions
• Click‐Through
Quality Measures:
• AwarenessAwareness
• Recall
• Persuasiveness
• Viewer Profile
• Brand Image
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009
• Purchase Intent
The Creative Performance ReportThe Creative Performance Report
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009 30
The Centralized Performance ReportThe Centralized Performance Report
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009
Reporting Key Metrics within the OrganizationReporting Key Metrics within the Organization
Category of Metrics Shared
At Stake / Aggregrate Brand Equity Metrics Operational
C‐V Level (Senior)
Brand Team (Mid)
Marketing Managers (Ground Zero)
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009
The End ResultThe End Result1. Do it all
2. Measure it
3. Match it back to strategygy
4. Make better decisions
| CRM Metrix customer listening solutions | 2009 34
Thank You!Q i & AQuestion & Answers
Melissa MorrisonVPCRM Metrix, Inc.201.484.0400
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009
About CRM Metrix, Inc.CRM Metrix is a global market research company offering leading digital market research solutions that are used by leading brands: A one of a kind company with offices in New York, Cincinnati, Paris, Mumbai and Singapore.
CRM Metrix offers a full range of digital market research solutions to help brands make the best decisions at all stages of the digital marketing development process and to maximize the return on their digital marketing investment Digital marketing covers the brand website online ads onlinetheir digital marketing investment. Digital marketing covers the brand website, online ads, online campaigns, email CRM programs, social media, online sponsorships, micro sites, etc.
CRM Metrix is committed to working with clients to "measure what matters" to your digital marketing success. With our full range of digital market research tools, you will know that you are making the b d i i ll f h di i l k i d lbest decisions at all stages of the digital marketing development process.
The Minute Pitch ‐With any digital media or marketing strategy, CRM Metrix solutions offer:Pre‐Launch1) Concept Development) p p2) Concept Testing, Screening and Optimization3) Usability ResearchPost‐Launch1) Measure Performance of digital strategy2) Evaluate contribution (ROI) of digital strategy
| CRM Metrix customer listening solutions | 2009| CRM Metrix customer listening solutions | 2009
2) Evaluate contribution (ROI) of digital strategy3) Optimize digital media or marketing strategies