D I G I T A L C A M P A I G N S. Rebecca L. Cooney, MS Clinical Associate Professor Washington State University

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1 INTEGRATED D I G I T A L C A M P A I G N S Rebecca L. Cooney, MS Clinical Associate Professor Washington State University

2 OVERVIEW Digital Campaigns

3 Digital Engagement Paid Search: Paid search, or pay-per-click (PPC) advertising, typically refers to the sponsored result on the top or side of a search engine results page (SERP). You only pay when your ad is clicked. Digital marketing campaigns include paid and unpaid tools and tactics all delivered through digital channels including, but not limited to: search engines, websites, microsites, social media channels, marketing and mobile applications and features. Common types of digital marketing include Marketo (n.d.). What is digital marketing? Search Engine Optimization (SEO): the process of optimizing the content, technical set-up, and reach of your website so that your pages appear at the top of a search engine result for a specific set of keyword terms. Content Marketing: Content is the fuel that drives your digital marketing activities, says Marketo. Content must not be limited to promotional and sales messaging but create a connection with the audience providing relevance and motivation for users to engage, purchase and advocate for the company, product or service.

4 Social Media Marketing: Social media engagement is a critical component to digital marketing campaign initiatives. Marketo notes that many [users] rely on social networks to discover, research, and educate themselves about a brand before engaging with that organization. Marketing: Marketo states that successful campaigns must be engaging, relevant, informative, and entertaining. They go on to note that in order for campaigns to be effective, they must possess five core attributes: 1) trustworthy; 2) relevant; 3) conversational; 4) coordinated and consistent across channels; and 5) strategic. Mobile Marketing: One critical attribute of a digital marketing campaign is ease of access and positive user experience. Users rely heavily on their handheld devices to stay current in news, , social channels and communication. Companies must use mobile marketing techniques like SMS, MSS and in-app marketing strategically in order to deliver messages efficiently and effectively.

5 67% of all clicks are from the first 5 listings on a search results page Statistics from Marketo s What is Digital Marketing 44% of cellphone owners sleep with their phones next to their beds so they won t miss a thing 88% of product purchases are Pinterest pinned 71% of searches resulted in a page one Google organic click 69% of U.S. adults have made purchases influenced by a company s 47% of all Internet users are on Facebook

6 Success in Digital In this digital world to succeed, you need an integrated digital marketing strategy to standout from your competitor and ensure you serve your customers across the devices. E.g. Web, Mobile, Wearables. Sumit Balan, InNoMindTech.com Know your audience: All audience members are not the same and the strategy should be adjusted accordingly Limit self-promotion: Be mindful of gratuitous self-promotion. Do not focus all stories on your own company, product or service but rather draw from benefits, features and attributes you have to offer. Use relevant content: Share and create content that resonates with your audience and inspires engagement. Curate content: Goes beyond copy/pasting and instead takes information from another relevant source, analyzing it and then resharing it. This positions the individual and company as an advocate and expert not just a regurgitation of other people s work. Source: 5 Tips to Creating a Successful Content- Marketing Campaign, Marsha Collier, contributing author at Entrepreneur.com Measure effectiveness: Track, monitor and measure effectiveness of the digital campaign on a steady basis (weekly is suggested) making adjustments based on the data along the way. This means tracking likes, shares, user-generated content and other responses.

7 PLANNING Digital Campaigns

8 1 8 9 Brainstorm and document ideas Craft campaign messaging Creation of digital assets Digital Campaign Planning Process In this digital world to succeed, you need an integrated digital marketing strategy to standout from your competitor and ensure you serve your customers across the devices. (eg web, mobile, wearables). 2 3 Establish goals and objectives Identify audience Conduct a communications audit to identify what you have vs. what you need Conduct competitor analysis Establish content strategy, timings and milestones Set up optimization, analytics and metrics across digital channels Sumit Balan, InNoMindTech.com Identify budget and resource parameters Conduct a SWOT analysis

9 Elements of Campaign Planning Process Integrated campaign planning involves selecting the right mix of these marketing tools or channels to reach and influence your audience and so meet your campaign objectives. -Smart Insights in Marketing Campaign Planning Establish Goals: What are your desired campaign outcomes? Customer Personas: Profile key audience types. Who is your ideal customer? Audience Preferences: What media do they rely on for information? Campaign Messaging: Themes? Call to action? Critical message points? Budget & Media Mix: How much money is available for paid activities? How will it be distributed? Content Strategy: What is your plan for matriculation of content and application of metrics?

10 Campaign Plan Outline Reference: Weber & Wilcox Ch 18 Planning Programs and Campaigns 1. Title Page: date, campaign title, client or organization, team members 2. Statement of Principles: addresses problems and challenges addressed, approach to situation, and how campaign aligns with organization goals 3. Executive Summary that addresses campaign objectives, sources including organization, outside references, case studies, communications audit, surveys and market research, and analytics 4. Situation Analysis and summary of current state 5. Campaign Objectives: informational, motivational, and measurable 6. Target Audience and audience personas 7. Campaign Strategy: broad concept on which the campaign is based, analysis of data, key messages 8. Campaign Tactics: summary of paid, earned, shared, and owned tools that will be used for campaign implementation. Section includes showcase of materials. 9. Campaign Calendar 10. Campaign Budget 11. Campaign Evaluation including baseline metrics, strategy for monitoring, progress reporting, and final assessments

11 IMPLEMENTATION Digital Campaigns

12 The Creative Team Integrated digital campaign teams vary in size depending on budgets and accessible resources. Some teams are configured internally, while others are a mix of company staff and third party vendors or contractors. At minimum, teams must have individuals dedicated to content management, design and analytics. This can be one person but it would be a lot to ask of any individual. A team of 6-8 individuals is ideal. Webmaster Project manager Inbound marketer Marketing specialist Tech specialist Data analyst Content strategist Social media manager Resources: 6 Roles Every Successful Web Design Project Needs by Bryce Mikkelson at SavvyPanda.com and The 5 People You Need in Your Digital Marketing Dream Team by Sujan Patel at SmallBizTrends.com INBOUND MARKETER: Responsible for long-term success of website and digital channels. Works closely with marketing specialist and content strategist in creating offers, gimmicks and other content that inspires user engagement. Responsible for ensuring conversion goals are met. Key attributes include trend-savvy, writing, resourceful, creative and experience in sales and marketing. SOCIAL MEDIA MANAGER: Creates and implements social media engagement plan in support of content strategy. Manages post calendar, adjusts strategy based on metrics, tracks user engagement. Finds new ways to inspire customer engagement, utilize advocacy partners and capitalize on the chatter by customers or connections. Key attributes include social media savvy, good writer and editor, resourceful, trendsetter, analytical. MARKETING SPECIALIST: Oversees digital outreach activities, serves as brand cop to ensure all company editorial and visual standards are met, assists in media buys and client relations. Key attributes: analytical, creative, experienced. CONTENT STRATEGIST: Responsible for developing the content strategy and overseeing or creating, maintaining and updating content on all digital channels. Develops and monitors content strategy, content matriculation and opportunities for new content. Works in real-time and adjusts as needed. Key attributes include exceptional writing and editing, detail-oriented, efficient, resourceful, creative, able to delegate and work well with others.

13 Implementation Tools There are several free or inexpensive tools organizations use to aid in the implementation of their digital campaigns. These tools create efficiencies in the areas of project management, scheduling, monitoring, metrics tracking and reporting. Project Management Digital campaigns have many moving parts and require meticulous scheduling and distribution of labor. Visit Capterra.com for their Top Project Management Tools of Customer Creations Management (CRM) The best way to manage prospective, current and past customers throughout the customer lifecycle is through a CRM. All touch points are monitored and tracked giving an organization a full picture of an individual s level and frequency of engagement. Visit PC Magazine s Best CRM Software of 2016 list. Social Media Scheduling Manually scheduling and tracking multiple social media channels can become cumbersome quickly leaving room for missed opportunities or lack of attention to capitalizing on valuable promotional opportunities. Visit Practical Ecommerce s 17 Tools to Schedule, Analyze Social Media Content.

14 Implementation tools continued Web Analytics, Distribution & Metrics Organizations review the metrics (user behavior) behind online advertising, customer engagement keyword effectiveness, site analytics and success and adjust accordingly to increase audience engagement and maximize budget. View featured web analytics tools by G2 Crowd and top clients (as they are called) by Litmus Software. Reporting & Presenting As part of the execution of digital campaigns, presentations and the generation of reports is frequent. Both vary in formality and delivery but all provide a summary (or dashboard) of campaign goals, objectives, return on investment, specifics on campaign tactic performance and opportunities for improvement. Tools used in presentations and reporting also vary from formal tools (i.e. PowerPoint and Keynote or idashboards or SumAll) to informal tools like , one sheets or talking points.

15 INBOUND TOOLS OUTBOUND TOOLS Content marketing foundation of marketing efforts (written and visual) SEO search engines equate high quality content with high-quality websites Website where the magic happens (key is optimization and calls to action) Social media be where your customers are Tracking and metrics measuring, monitoring and reporting user behavior as it relates to conversion points, KPIs (key performance indicators) and ROI (return on investment). According to MarketingSherpa 81% of marketing respondents cite it as the most effective channel Online ads most effective way to target specific audience and maintain touch point with prospects throughout marketing funnel Pay-per-click ads Google AdWords, social media advertising Content syndication use of third party sites for articles, press releases, white papers Direct mail effective when targeted Events great for grass roots and one-to-one

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17 Converting Visitors to Leads Four Phases from Hubspot s Guide to Internet Marketing Your offer should target the type of sales lead you re trying to attract. Offer Call-to- Action: A call to action is an element that attracts attention a button or link that directs the user to a landing page, form, , etc. Call to Action Landing pages (aka microsites) are the places users land off of a call to action. Landing Page Regularly track and measure effectiveness of campaign efforts Test

18 Campaign Story Planning Story Topic Digital Assets Objective Angle Key Ideas What is the story about ( character )? What photos, video or audio will complement and enhance this story? Are they existing assets or ones that need to be captured or created? What do you hope to accomplish? What are the desired outcomes of the story? What is the call to action? What will captivate the audience and motivate action? What is the overall tone of the piece? What are the salient points you wish to make throughout your story? What themes do you want to highlight?

19 Campaign Monitoring & Metrics By developing a system for campaign measurement, marketing can systematically review the discreet metrics associated with each campaign and adjust or discontinue campaigns as needed. Plus a disciplined regimen of marketing analytics can enable marketers to justify the dollars they spend on specific programs by demonstrating the success of those campaigns. Oracle Marketing Cloud in The New Era of Marketing Accountability

20 1. Business objectives/outcomes: what is the company hoping to accomplish? 2. Campaign goals and objectives: what does the organization hope the campaign will yield in areas of sales, new prospects, level of engagement? 3. Segments types who is the organization trying to reach? Metrics Setup Process 4. Search Engine Optimization (SEO): link strategy and application across titles, subtitles, alttext in images, link language 5. Key Performance Indicators (KPIs) is organization meeting business objectives and reaching segment groups? 6. Web analytics platform narrative about user behavior and actions within a website 7. Other metrics tools use of tools to track social media engagement, online advertising performance, SEO results, marketing response, etc. 8. Analyze and adjust weekly review, analysis and adjustment

21 Metrics that correspond with stages in the customer buying process: CONSUMPTION (i.e. web analytics, traffic, open rates) It makes no difference whatsoever what MY most important content marketing metric is - the real question is: What metric, what key Metrics that correspond with stages in the customer buying SALES process: performance indicator, is most important to your business? No two marketers objectives are exactly alike. What matters is aligning against business goals, not all the abstract things you can measure. (i.e. deals, CRM) SHARING (i.e. retweets, likes, shares) Rebecca Lieb, Digital Advertising, Media & Content Analyst, Altimeter LEADS (i.e. leads generated, closed leads)

22 What are you measuring? ADVOCACY Are your prospects and customers liking, sharing, commenting or otherwise helping to spread the word about your campaign? If not how can you adjust the language and calls to action, add incentives or find ways to get existing fans to use their voice to share your campaign? Metrics that correspond with stages in the customer buying process: CONVERSIONS Are you collecting names? Driving visitors to your site? Making the sales? Getting clicks on ads? If not what can you do to adjust your SEO, modify your calls to action, add gimmicks and incentives to social media to better direct users to your desired outcomes? REACH Are you successfully reaching the desired target audience and segment groups? If not how can the content strategy, audience or geographic targets be adjusted in order to meet objectives? ENGAGEMENT Is your audience engaging with your campaign? Are they clicking on links, sharing your content, completing forms? If not how can you adjust your calls to action, social media post gimmicks or other content types to inspire interaction? IMPACT Are you seeing the desired search results? Are people finding you? How does your campaign presence compare to competitors? If not how can you adjust your SEO, increase target advertising or adjust social media content to increase visibility?

23 Analysis & Reporting Analysis of campaign success should be done in phases. As with anything, success is measured over time and fruits of labor are rarely revealed right away. Early-Stage Metrics The purpose of your earlystage content is to build brand awareness, create preference for your brand, educate, entertain, and engage your audience. Marketo Specifically you are tracking website traffic, views and download of content, click-thru rates, social engagement, and social activity new fans, retweets, comments, new fans. Mid-Stage Metrics For mid-stage assets, you ll want to measure how your content is generating new interest. Marketo Specifically you are tracking whether or not you are securing new leads, getting conversions on fiscal and nonfiscal objectives, whether or not ads are effective and the level of audience engagement. Late-Stage Metrics For late-stage metrics you ll want to know that your sales team is actually using your content. Marketo So not all campaigns will have a sales team backing them up but late-stage metrics refers to activities like user-generated content, videos and feature stories. At this stage you are tracking opportunities for further reach and frequency, lead generation efforts, status of revenue and conversion goals and return visitors. SOURCE: Marketo Definitive Guide to Content Marketing