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10 Digital Marketing Essentials for Technologists – Part 1 of 2

welcome my name is John Bruns again my talk about 10 digital marketing essentials for technologists as technologists we have an opportunity to improve the quality and accuracy of the solutions that we create with our digital marketing colleagues we'll talk about things as simple as why this version of the slide converts better than the last one all the way to broad concepts and aspects that are critical to digital marketing so why are we even having this discussion fundamentally when marketing and development teams get together they're going to produce a solution where we're missing out is a firm shared understanding around the goals of that solution how it's ultimately measured and the capabilities that support it digital marketers have very specific measures that they're looking for when they create campaigns in different digital experiences so as technologists we really need to fall in line with that understanding so that we can be better allies in creating these solutions a good example might be around a gym let's say that someone walks into a gym and they want to get in better shape and the person behind the desk says okay turns around and takes them to some equipment and starts talking about the pulleys and the levers and the equipment and how the steel in the equipment was created is that factually accurate yes will that piece of equipment help the person most likely however it's misaligned with the goals of the person that walked in the door had they want to understand how do I get in better shape and so what really should have happen is the person should say well to get in better shape you want Betio cardiovascular capability so let me show you this machine that helps enable that so what needs to happen here we need to be fluent in the ends and the measures of those ends in order to get the superior results now in order to bridge this gap we're going to cover a range of different critical concepts we're gonna start at what even is marketing all the way to things like measurement looking at conversions and statistics and measures around conversions and a number of other broad concepts and aspects of digital marketing so marketing in general can be a little bit scary for somebody who's a technologist because we come from a world of bullion it either works or it doesn't it's either yes or no marketing has this soft aspect to it and the way that marketing is evolved though there are definitely is that artistic part of it that helps to define brands does things like artistic collateral around different initiatives but there's also a very scientific component and so as things have evolved and we now have a lot of tooling and technology there's a tremendous amount of science behind what we're doing so ultimately marketing today is a blend of both art and science why does marketing even exist well if we think back before Industrial Revolution specialization we had close-knit communities of people when that person needed maybe food or a particular product or service they had somebody right next to them that supplied it but as specialization increased and ultimately industrial revolutions took place the people who needed certain products or services and the people that supplied those products or services could be very far apart and so there needed to be a way to either advertise out to the universe that hey we in fact have these products and services or to just have people have general awareness that you do marketing is more than advertising it actually has to do with a whole life cycle of how people are viewing the products and services that they have and how they're positioning them to effectively satisfy not only their own company but the people consuming them so how did we get to where we are today and where does digital fit in John Wanamaker or at least we think it was him that said this says half the money I spent on advertising is wasted the trouble is I don't know which half and as we look through history and how marketing is evolved but even prior to internet technical advances we've always been concerned with how can we scope in our efforts to make the most out of our investments in marketing traditionally there's been something called a marketing mix that started around a four P model what this meant is that what product are we producing to sell what price are we setting it at how are we ultimately going to raise awareness around it and how will we place it into the marketplace what's happened those there's been a whole transition where this started is a product as an I type of centric model us but it's moved over to a four C customer centric model so what solution are we providing that is gonna give value to this customer what is our customer willing to pay so I'm not going to go through this exhaustively but it sets the tone for this evolution as we're leading up to digital where the emphasis has switched from us and what we produce to our customers if we think about market research and analysis that's historically gone into selecting segments groups of people to target with marketing efforts we've done things along the lines of demographics so essentially you know what's the person's bio what geography are they in are they male or female to psychographics different types of lifestyles that the person might have you know what particular social class is that person affiliated with as this evolutions continued its really interesting Forrester has proposed a behavior based model for doing some of this market research and analysis that's in a way in evolu from demographics all the way toward this behavioral way to view people now this isn't a formal evolution but this is just an interesting insight as we look around how companies are trying to understand target markets that they can interact with what's a brand you hear that word throwing around all the time online brand management and in this picture for those people who aren't automobile enthusiasts we fundamentally have the exact same car the only difference is that one wears a Porsche badge and the other wears a Volkswagen badge and what's interesting is that even though the products are virtual identical if you think about Toyota and then Lexus very similar physical products but branded in much different ways our gut has a certain reaction to that and that's what marketing enables we now have psychological mental associations with the brand for a particular physical item or service as we look at how marketing is evolved a lot of aspects of digital marketing are simply continuations of things that had always existed in traditional media there are obviously exceptions like the web itself but the different aspects of what ends up residing within that web experience comes from things already existing like audio and imagery and aspects that were part of traditional marketing what's really happened though is a move from marketing being pushed centric to leveraging the web in a very pull centric type of model it gives digital marketers a very unique opportunity to start to build and create experiences that pull people in on the basis of innately being aligned with those people's wants and needs let's think about a dorm room for a moment the reason that this is important kind of gives us a window into the future I myself recently canceled my cable television and do everything through Netflix and Hulu and if we go into a dorm room it's almost a step further take a look around for a television or radio you're simply not going to find it following on the lines of television and radio traditionally organizations have basically broadcasts products and services in the light that they are brand wanted it was very much a lecture out to particular groups in the present the markets are conversations so the Cluetrain manifesto outlines some aspects of this but fundamentally we can't just go out any more and say what our projects or services it's truly a discussion with a community of people and the brand is almost collectively defined across all those groups of people and within our discussion 76% of consumers don't believe organizations tell the truth in advertisements and you can see with the advent of different social networking capabilities when we look at reviews whether it's Amazon or Yelp around various products and services people are much more likely to believe their peers per the Cluetrain model then an organization simply broadcasting so if anything digital marketing isn't actually about technology at all technology merely affords you increasing diverse and relevant ways to connect with people this is from understanding digital marketing and is a great way just to quickly sum up and think about what digital marketing is it's really about having that conversation through a bunch of different new avenues it doesn't change how you go about having that conversation let's look at the history of web publishing because when we think about digital marketing really the web is the route now of course we have things like YouTube and Spotify and all these different channels Twitter but really the core history is about web publishing here is the reason it's important traditionally the web was something that was managed by a handful of individuals who were technologists now this is maybe somewhat obvious but the what this has done in this day and age 2013 we still have a fairly technical group managing the web and these people might not know anything about marketing or be aligned to marketing in any way and this is the gap that we're trying to address now to create web content it's completely been democratized my mother can create content online she doesn't need sophisticated knowledge or tooling so we've definitely moved past that hurdle for at least trivial content contribution when we think about what the web has become there's one thing that we could take away from this presentation that is the key the web is about conversions websites do not exist to rack up pageviews websites solely exist for conversions this is from a business standpoint Wikipedia might be different in this case from a business standpoint we're looking at conversions so what is a conversion anytime that we're working with marketing this is a key item that there are a range of metrics around we're trying to engage our users in a deeper way so that means if somebody comes to our website there a prospect customer partner are we ultimately providing an experience with them that's targeted toward them where they maybe sign up for a webinar download a PDF or transact with us so with conversions we're able to start to get a lens onto all of those activities and use those as barometers for the health of our inbound marketing efforts what could a conversion be these are some good examples to give us a little context when we think about all the different conversions or sometimes called micro conversions for things like somebody who maybe left a comment on our blog or tweeted one of our pages from our site these are all aspects of conversion these are all important points that we can measure and use as stepping stones in somebody's interaction with our brand as technologists this is where we need to get smart and educated what we can do is help people to lift their cro or conversion rate optimisation that's what we're focused on is technologist we've got to give people the best engine to help them convert a really good discussion around this whole process and how it works is given by Dharma Shaw from HubSpot it because as we go through this process and interact with people in a way that's a lot more focused to enable us as organisations to convert we've got to remember humans are human we can't beat them over the head with all sorts of buttons and extremely deliberate information to say you've come to our site you're converting what we really just want to be conscious of is that a web page is not just a web page a web page we want to build and set up with a strategy and purpose around its measurement because at the end of the day if we're blatant with things we're going to turn people off and we're not going to get repeat business measurement we are never gonna look at measurement the same way again if you've ever logged into any nice analytics tool it looks awesome you've got graphs and charts and meters and gauges but the problem is those are vanity metrics so for the most part anything that you're looking at in an analytics tool that you haven't configured to align it with your business goals and the metrics that are important to you those are just pretty gauges to look at if we think about it this way what if somebody said I did 37 well that's great or is it context is everything and this is why when we look at measurement we ultimately have to tie it back to our business goals it can't just be well we had 10% more page views because although that makes us feel good that doesn't tell us what it did to our actual business so there is an excellent excellent blog article on Occam's razor by Avinash where he details a lot of things around the metrics that we ultimately want to look for so when we're thinking about analytics we want to look at conversions we want to start analyzing within segments we want to look for patterns around loyalty what we don't want to do is what Avinash calls data puking just throwing tons of numbers in information and a lot of it ending up ultimately being meaningless things that people love to see like page views or most-viewed pages that doesn't necessarily help us we need things that again are tied back to the conversions that we're trying to influence here's an example of some things that we could call outcomes of value we think about what's the action what does it pertain to and what's our measure if you can't take your analytics and apply some terms like this to them you're gonna have a lot of trouble truly understanding how to adjust your experience for users without this type of guidance here are some must know terms around analytics conversion rates could be applied to a number of things but fundamentally going back to the star diagram with all the different ways we can convert people we want to if we can tie back the rate of the viewership to converting to one of those many conversion types and if we can even get it down to the level of a particular segment so meaning maybe I'm trying to convert certain people within a certain geography or maybe the conversions that I'm working on our part of a campaign and I just want to look at those people within the campaign who are going through that certain path to try to convert micro conversions sometimes we might not always get a product to purchase but what if we could get somebody to retweet one of our tweets about a particular page on our site what if we could get somebody to comment on one of our blogs about a product or service we have those can be looked at as micro conversions and those are definitely important bounce rate how many times does somebody reach our site not look at another page and just leave this is a really critical metric because maybe we have pages that aren't optimized well for people to be able to find them but when they do find them they're totally misaligned to what that person was searching for abandonment rate this is similar to bounce rate but it's how far does somebody go in a particular process till they exit it if we have a three page signup form and people are leaving on the last page is there some challenge there that we could resolve to reduce the abandonment rate and finally cost per conversion anytime we're looking at running a campaign and potentially doing things like paid search or banner ads there are a lot of aspects going on to what ultimately supports a conversion and we can do some simple math to figure out how much is that costing us final point as a technologist never ever ever mention the word hits hits is a legacy term from old web analytics software that never made any sense anyway we need to start speaking in these terms when we look at analytics so analytics aren't just about what page a person goes to it's about a whole path and experience that that individual goes through as they're interacting with our brand and it can actually cross all sorts of different channels if we think about people's patterns and habits in general and I think we all do this we do what's called showrooming that means at any time that we're interested in a product or service we actually go to a whole variety of different channels to get our information if we're at a store there's a really good chance that if we see something that we think is a good product we're gonna pull out our mobile phone and double check people check at least four channels when they do this and that speaks to the amount of brand consistency the the messaging consistency that makes sense across a variety of channels and why that's important let's think about a sample analytics journey here and this is one that I think a lot of us have gone through we hear about a product or a service from a friend we visit the site for that product or service we might ultimately sign up and become a fan of that product or service might read some reviews on another site about that product or service and continue through all these stages until we make a purchase but things don't end there we might then go on to Twitter and talk about how satisfied or dissatisfied we are with that particular product or service so when we think about analytics anything that we look at here that we feel significant that we should be looking at maybe it's hey there's this great scene at review that 80% of people that read it are coming in and you know we're seeing that they're clicking through part of a link on Sina to our site and purchasing maybe we want to promote that CNET review

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