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Annemarie Brandsen Marketing Manager Microsoft Dynamics
| Date post: | 22-Jan-2015 |
| Category: |
Marketing |
| Upload: | annemarie-brandsen |
| View: | 627 times |
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Annemarie BrandsenMarketing Manager Microsoft Dynamics
https://twitter.com/AnneBrandsenhttp://nl.linkedin.com/in/annemariebrandsen/
More than 4,5 billion people are empowered to share their
opinions, wants, and needs like never before.
44%of consumers complain via social media.
20%expect a response within 1 hour via social media.
The social customer also expects an unparalleled level of
service.
Everyone is connected, everywhere, all the time
>4.5 billionpeople on social
>6.8 billionon mobile
>400 milliontweets per day about product, services, and brands
150average number of times a person checks their phone each day
Likes…
Every touch point matters
Search…
References…
Reputation…
Reviews…
Engagement…
Service…
Shopping…
Ads…
Customers 2.0 know everything
employeescompetitorsproducts servicecustomers brand
Decisions are made before you can even engage
Customers are
57%through the sales cycle
before they talk to you
70%Of Buying process
complete without
sales *
* http://partnersinexcellenceblog.com/70-of-buying-process-completed-without-sales-invovlement/
CRM
Database
Complexity destroys great customer experiences
eCommerce Platform
Cross-channel Experience Consistency
Campaign
ManagementWeb
Analytics
Creative Design
Lead
Management
Mobile
Marketing
Social Media Marketing
Conversion Point Optimization
Email Marketing
Content / Nurture Marketing
Ad NetworksSEM / PPC
MarketingAutomation
Retention Programs
Cross- / up-sell Campaigns
Revenue Performance
Analytics
SocialListening Community
Manager
Web Content Mgmt
EmailMarketer
Social Marketer
BusinessAnalyst
AdAgency
SEO/SEMAgency
CMO
CRM
Database
Challenges of the CMO today
eCommerce Platform
Cross-channel Experience Consistency
Campaign
ManagementWeb
Analytics
Creative Design
Lead
Management
Mobile
Marketing
Social Media Marketing
Conversion Point Optimization
Email Marketing
Content / Nurture Marketing
Ad NetworksSEM / PPC
MarketingAutomation
Retention Programs
Cross- / up-sell Campaigns
Revenue Performance
Analytics
SocialListening Community
Manager
Web Content Mgmt
EmailMarketer
Social Marketer
BusinessAnalyst
AdAgency
SEO/SEMAgency
CMO
FRAGMENTED marketing plan
Advertising SILOS
Marketing & sales CHASM
INCOMPLETE channel engagement
MISSING marketing insights
INABILITY TO INNOVATEon customer experience
CRM
Database
Complexity for CMOs
eCommerce Platform
Cross-channel Experience Consistency
Campaign
ManagementWeb
Analytics
Creative Design
Lead
Management
Mobile
Marketing
Social Media Marketing
Conversion Point Optimization
Email Marketing
Content / Nurture Marketing
Ad NetworksSEM / PPC
MarketingAutomation
Retention Programs
Cross- / up-sell Campaigns
Revenue Performance
Analytics
SocialListening Community
Manager
Web Content Mgmt
EmailMarketer
Social Marketer
BusinessAnalyst
AdAgency
SEO/SEMAgency
CMO
Awareness
Search Engine Ranking Page (SERP)
Paid ads
Organic results
Organic: 70-75% of
clicks
Paid: 20-25%
Rank Matters
0%
5%
10%
15%
20%
25%
30%
35%
40%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Page Page 1
60%Clicks that go to the
top 3 SERP Rankings
% o
f to
tal c
licks
by
SER
P p
osi
tio
n
Rank
Typical Click-Through Rate (CTR) Curve
Target Phrases: Generic Vs. Long Tail
ANWERS TO THE FOLLOWING QUESTIONSMEASURE DISPLAY ADS – QUALITY ASSURANCE
HAVE THE IMPRESSIONS BEEN IN
VIEW ON THE USER’S SCREEN?
HAVE THE IMPRESSIONS BEEN
DELIVERED?
DOES THE REACHED
AUDIENCE MATCH
THE TARGETED AUDIENCE?
HAS THE ADVERTISER’S BRAND
NAME BEEN IN VIEW?
WERE THE IMPRESSIONS IN VIEW
LONG ENOUGH TO CONVEY THE
ADVERTISER’S MESSAGE?
SHOWING TRUE VALUE OF EACH
IMPRESSION!
DID THE IMPRESSIONS
CONTRIBUTE TO CONVERSIONS?
ON WHICH URL WERE THE
IMPRESSIONS DELIVERED?
Is your website mobile ready?
Websites SocialSearch: organic, paid, social
BingFebruary 2011 – incorporated Facebook likes
into search results
May 2012 – added social side bar
Bing SEO Guidelines on social media:
influence > sharing > positive signal to Bing
GoogleJune 2011 – launches Google +
Now including G+ results in SERPs
75% adoption by top 100 brands
• Search has become the one stop information shop
• Display ads drive Tech product research
• Content marketing highly valuated and used during the buying process
• Mobile : Customers rely on 24/7 connectivity with their mobile device –
Get Mobile ready
• Video is educational and informative, not just entertainment
• Social Media impacts your SEO. Get Social !
• Search – Invest ongoing in SEO and SEA ongoing
• Display ads – Important to create awareness; Critical note on delivery
• Content marketing – Start building a content & nurture marketing
strategy
• Mobile search - Get your website mobile ready (tablets, mobile), and
optimize on mobile SEO and SEA
• Video – Start using Youtube, and post different content type of videos,
depending on the audience and sales stage
• Get Social – Start using the largest impacting social media channels
(Facebook, Youtube, Linkedin, Twitter, Google+, Slideshare, Pinterest)
https://twitter.com/AnneBrandsenhttp://nl.linkedin.com/in/annemariebrandsen/
