2015 Minneapolis, Mn - Fall AMA Workshops

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  • Marketing decision makers: Stop thinking tactics,start thinking campaigns

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    Where does a marketers time go?

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    Budgets

    I dont know. Response from 50% of marketers when asked how much they could increase incremental profits with a 10% increase in budget.Source: Lenskold Group and emedia

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    Technology Email down. Password resets. Smartphone not connecting to Exchange. Internet is slow. Etc. Etc. Etc.

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    Information66% of marketers feel overwhelmed by volume of data, 59% are frustrated by how long it takes to receive reports, and 50% said reports lack important information. Source: DOMO Survey, November 2013

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    Meetings

    37% of employee time is spent in meetings. Managers attend more than 60 meetings per month.Source: InfoCom

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    Politics43% of employees say dealing with office politics is their primary time waster. Source: Salary.com

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    Updates/ReportsKnowledge workers spend an average of 41% of their time on discretionary activities that offer no satisfaction and could be handled competently by others. Source: Harvard Business Review

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    ResistanceOnly 30% of change programs succeed. Source: John Kotter

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    The Industry Chasing the next Big Thing.

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    Yourselves The average US adult spends 141 minutes a day using mobile devices. Source: Advertising Age Mobile Fact Pack 2013

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    What is distracting your audience from your message?

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    Inundated with brand messages

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    Same things as you, and...Fragmentation of media channels

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    Newspapers have lost $40 Billion in advertising revenue since 2000. Source: Newspaper Association of America

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    So, print is dead?

    Gallup: Americans regaining confidence in newspapers, TV news

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    How many people are there?

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    The number of pieces of mail delivered by the US postal service dropped from 250 Million to 50 Million over the last 6 years. Source: USPS

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    The US adult email audience will reach 203.8 million by 2017. Source: eMarketer

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    Most popular online activities

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    72% of all internet users are now active on social media. Sharing on social media has doubled between 2011 and 2013. Source: Pew Research and KPCB

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    But, social media extends traditional media

    HP research found that 72% of sources retweeted most were from traditional media

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    80% of all Internet traffic in 2019 will be video. Source: Cisco 2015

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    It would take an individual over 5 million years to watch that amount of video.

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    62% of Millennials feel that online content drives brand loyalty. Source: NewsCred

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    73% of people surveyed wouldnt care if the brands they used disappeared from their life. Source: Co.Exist

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    Customer service interactions are nearly four times more likely to lead to brand disloyalty than loyalty. Source: CEB Research

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    Some areas that need extra focus

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    Media convergence

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    Customer experience and journey

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    How do you help your audiencenavigate the chaos of marketing

    today and provide the bestcustomer experience?

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    Funnel

    testing/optimization

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    Sales, New Members, Advocates, etc

    The funnel approach

    Awareness/Attention

    Action

    Desire

    Interest

    Universe of People

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    Planning/Strategy

    Action

    Desire

    Interest

    Universe of PeopleAudience

    Segmentation

    Awareness/Attention

    Account PlanningResearch

    PositioningMessagingDelivery

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    Awareness/Attention

    Account PlanningResearch

    Positioning

    MessagingDelivery

    Action

    Desire

    Interest

    Universe of PeopleAudience

    Segmentation

    Awareness/AttentionPublic RelationsAdvertising

    Social Media

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    Interest

    Account PlanningResearch

    Positioning

    MessagingDelivery

    Public RelationsAdvertisingSocial Media

    Action

    Desire

    Interest

    Universe of PeopleAudience

    Segmentation

    Awareness/Attention

    Direct MarketingSearch

    Social Media

    Channel MarketingDigital Experience

    Native Advertising

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    Desire

    Account PlanningResearch

    Positioning

    MessagingDelivery

    Public RelationsAdvertisingSocial Media

    Action

    Desire

    Interest

    Universe of PeopleAudience

    Segmentation

    Awareness/Attention

    Direct MarketingSearch

    Social Media

    Digital ExperienceChannel MarketingNative Advertising

    WhitepapersLong Form Video

    EventsWebinar

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    Action

    Account PlanningResearch

    Positioning

    MessagingDelivery

    Public RelationsAdvertisingSocial Media

    Action

    Desire

    Interest

    Universe of PeopleAudience

    Segmentation

    Awareness/Attention

    Direct MarketingSearch

    Social

    Digital ExperienceChannel Marketing

    Long form video Whitepapers

    Events Webinar

    Native Advertising

    Conversion OptimizationUser ExperienceCall CenterSales Visit

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    Content

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    Content engine

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    Integration enhances visibility and mitigates risk

    PA I D M E D I A

    Strengths

    Visibility

    Weaknesses

    Credibility

    O W N E D M E D I AControl Visibility

    E A R N E D M E D I ACredibility Control

    Visibility

    Control

    Credibility

    Visibility

    Credibility Control

    Less More

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    The campaign stack: A pragmatic approach to marketing

    Air Cover

    Demand and Lead Generation

    Collateral

    Training

    Commercial offer

    Promotions

    Print, online, TV, radio, public relations, online banners/search, podcasts, out-of-home (billboards, airports, etc.)

    Direct mail, email, Newsletters, events (real and virtual)

    Briefs, presentations, white paper, customer case studies

    Workshops, E-seminars, podcasts, online exams

    Preconfigured packages, boxed sets, subscription service, starter kits

    Bundle discounts, partner incentives, rebates, awards

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    Big whooping mistakes

    No call to action Bad timing between air cover and demand generation Inconsistent message No training Not telling Sales Telling channel partners before direct Sales or Field Marketing

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    The role of marketing automation

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    Prevents a leaky funnel and waste marketing effort

    Marketing automation is software that automates your marketing efforts. As a result, your sales and marketing teams can work in tandem with one another.

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    Marketing automation features

    Technology used to track, prioritize and analyze (leads, customers and accounts)

    Platform for rapid development, testing and implementation of content programs

    Provides the ability to continue conversations