Friday again and time for our news roundup of the week.
Facebook released its 1Q13 earnings report and reception was decidedly mixed. This analysis breaks down 5 reasons why, from rising operational costs to lowering average revenue per user (ARPU) to the huge shift to mobile where advertising might be more difficult.
Rovio mobile launched Angry Birds Toons a month ago, and their cartoons have already achieved 100 million views through their own games (story in Finnish). This has enabled the company to launch their own advertising network avoiding other established players.
A retailer tests an advertising concept internally for a new service offering and then makes a silent launch on the web. Said retailer follows closely as the creative becomes a viral hit and the company decides to use it also in traditional media. When the brand involved is one that is perceived to be as boring as Kmart, one can only expect this approach to become more common.
For the past few months I have been curating an internal newsletter sharing external articles on digital marketing and digital business transformation, and we have decided to start sharing it with you, dear reader. Previous issues have dealt with Google Glass, Facebook Home, Banner & Display advertising, customer reviews, Bitcoin & digital experiences.
Please find this week’s topics below:
Lean Analytics co-authors on data-driven marketing: Quotes from the article: “If you take former Coca-Cola CMO Sergio Zyman’s definition of marketing, which is “selling more things to more people for more money more often more efficiently,” then analytics is how you measure whether you’ve moved the needle on one of those five “mores.” Everything we do leaves a digital breadcrumb trail, and that trail is available for marketers to analyze. But it’s not going to be that simple. For one thing, even with all of this data, it’s unlikely most businesses will act wisely upon it. There’s no such thing as Big Data as big companies can’t handle the cultural shifts required.”
How companies find out your shopping habits, case Target: Not a new article, but a great overview of how retail chain Target has managed to deeply model customer behaviour to anticipate their needs (to the point of creepiness, sadly). Marketers need to learn to use this information, but also make sure they keep a cordial relationship with the consumer.
Analysis: Sleeping giant Amazon finally stirs: Amazon is become a true Internet advertising network, with access to data that even Google & Facebook don’t have on actual purchases. Two quotes from the article: ”In today’s marketing world, data is gold and Amazon is Fort Knox” / “Amazon is not a retailer anymore, it is the largest behavioral marketing company in the world”
CNN is scared of Twitter: What happens when the cable news cycle is just too slow, and you do not own the platform news junkies turn to for breaking news? Quote from the article: “Last week, key moments in the Boston saga played out on Twitter, not mainstream television.”
Opposing views on the effectiveness of crowdsourced investigation efforts in last week’s Boston events (Wired for,BBC against): When even law enforcement organizations are looking at harnessing external innovation, what can businesses learn from their dramatic effects? Do the benefits outweigh the risks?
1st presenter: Torsti Tenhunen
Marketing-making robot or channel?
VistaPrint as an example: customised per user, not general
Measure effectiveness: attract, nurture, prioritize, sell
Questions for today:
Can we forget target segments and segmentation?
Can we forget campaigns?
What happens to creatives?
What does an advertising agency do?
Can it be integrated across all marketing communications?
Role in customer journey?
How does it increase sales and marketing cooperation?
Social media as part of automated marketing?
Iron Mountain case: Where’s your tipping point?
Different needs. Prospects helped along the customer journey with automated nurture emails.
Main objectives: 2k markering qualified leads from SMEs around Europe/ nurture leads with right messages.
Target audience:B2B stakeholders: business owners, records manager, IT manager, HR, etc.
Campaign visualized through creative execution in marketing communication.
Messages for needs mapped across audience profiles, buying journeys, job functions.
Messages for awareness, interest and consideration phases.
Campaign website: landing pages for 7 different job functions and 6 different product areas: TECS-mapped clearly which content was leading to which page, etc.
3k leads and 7:1ROI.
Partner in the London Olympics
Personal bests: 5 different solutions using every possible channel, but digitally-led.
Bilt to take advantage not only of the event itself but a huge before and after contact plan.
Eloqua used for automation:41k mails, 140 different mail creatives, 130 landing pages, 6 languages, 5 solutions.
Results: 5k contacts, 10% new, some became active, 2.5% super active. 1bn€ pipleine, 100m€ already sold.
No more digital marketing as a separate channel.
Tecnology-enabled contact strategy (TECS)
Framework for contact strategies to help clients see big picture and build up and integrate all marketing channels.
Systematic working process.
Content, content, content.
3rd presenter: Heikki Karjaluoto, Jyväskylän yliopiston kauppakorkeakoulu
Has traditional marketing reached the end of the line?
Moving from leads to quality leads.
Nike: our best athletes help us create better products, at the end of the day, it’s all about the product.
Connect with the customer: let’s be where the consumers are and prove them with great content and great stories.
From one to many (product, price, place, promotion) to many to many communication (customer solution, customer cost, convenience, communication).
Marketing: managinng profitable customer relationships: CRM
Keeping customers and acquiring customers.
Social corporation, social CRM in the future: because customer is in power
Marketing auitomation: customer recognition, customer classification, communication and offering customisation.
Inbound vs outbound marketing: soft sell vs hard sell.
Example: ollijunes.com, micro company creating leads through social.
Case: HubSpot, 50k leads/month!
Marketing has changed, focus on relationships, service and digitalization.
In a nutshell: Strengthening of multichannel comminication, customer dialogue facilitation and measurement.
4th presenter: Riina Kirmanen, Vaisala
Why is marketing being reborn, marketing automation, digital ecosystem, case studies and measurement.
Vaisala has a Digital Center of Excellence!
From traditional marketing to relationship/digital/content marketing
From sales support to lead generator to business partner.
Marketing objectives in line with business strategies.
Roles of sales and marketing are changing because of: marketing technology, engagement, targeting, conversion, analytics.
Marketing digital ecosystem
Content marketing: leads/sales opportunities from all sources (see picture)
To be developed vs. sales-qualified leads.
Case Vaisala knowledge eNewsletter programme: small reach but very well targeted, unsubscription rate below 1%. Planned with conversion points. Integrated with sales so that salesperson knows when visiting a customer what he/she has done on website for the last year and a half.
Case Vaisala nurturing programmes: what is the path that I want a customer to take, depending on solution? Content assets. Not campaign thinking here, just keep it going! SEM campaign thinking of triggers. Thought through together with sales in terms of messages and role of each.
Lead scoring: explicit and implicit data!
Webinars: 50 per year, excellent assets for conversion.
Social media: not a priority channel, but gives good leads and helps with thought leadership.
Measurement: how well do we help implement execution. Currently 445 active campaigns, less than 1% hard bounces. 6k€ company subscriber value for newsletter. 2/3 of leads through digital channels. Some segments more mature to start the customer journey digitally than others.
Change management by flying below the radar, get results, then tell everybody.
Installation service, ruukkiroofs.com
Ruukkiroofs before used to be about getting a roof off through a form. Now it has approachable, professional and local. Built on top of eloqua and salesforce. Etsi kattomestari or tilaa kattomestari. Traffic driven from display, sem, newsletters, own webpage, exhibition materials, facebook.
Automatic email confirmation to customer and lead sms to roof installer.
Campaign planned and ready-made for different scenarios, sales on board for a developing campaign, ab testing done, deployed in under 6 weeks, 100% sales increase YoY.
Measurement to be improved, as it wasn’t defined in the beginning. Do now, ask for forgiveness later ;-).
Systematic customer feedback for improving customer service and business results.
1000 customers every day. They cannot advertise, but need to differentiate through product and service development.
Case Jokeri: huge customer feedback numbers when the game changed, advertising changed, character changed, but didnt’t immediately analyse so lost two months since feedback was quite bad. How to change?
Worked with Etuma to change situation and do proper feedback analysis.
Case Lotto & Viking Lotto: smaller prizes available after customer feedback, increased sales and revenue. Later expanded to all players.
Bettable events: added NBA & Jukolan Viesti after customer feedbaack. However, cannot do everything: Indian customers asked for cricket.
Custom benefits: no more codes, only click a button for customer recognition.
Customer service: while customers wanted longer hours, it was not profitable.
Customer feedback processing further automated in real time in the future, included in business processes! Currently using Whitevector for monitoring.
Marketing automation and creative
A idea is always needed, brands still need a story, a point of view, automation helps with message repetition.
Now it is simply easier to reach more audiences through different channels.
Content needs to be planned to for use at different parts of the consumer journey.
Idea needs to work at each stage of the consumer journey.
Evaluating big long ideas: head, heart, holy shit.
8th presenter: Heikki Karjaluoto, Jyväskylän yliopiston kauppakorkeakoulu
Measurement needs to not be too much, or danger is to lose the forest for the trees (no red thread).
On the contrary, measurements can give peace for creativity.
9th presenter: Torsti Tenhunen
A brand needs to have a personality and a story.
Long, reactive campaigns that are always on.
Simpler to get different leads.
In my previous post I gave a small overview of what are the challenges marketers have to solve now that digital media has become mainstream and how these changes affect their processes and competitive environment.
A tool that has served me well to frame and plan marketing activities (not only in digital, but digitally-led) is the owned, bough, earned, traded media framework, which I became very familiar with in a previous position. The beauty of it lies in the way it helps to organise and rethink your marketing activities per touchpoint, audience addressed and role, so instead of looking at a list of tactical activities a marketing manager has building blocks to create, execute and measure engaging marketing communication and eventually experiences.
Naturally you can find some material around this topic on the web, but if you want to get concrete examples on how to use this for your own marketing activities, you should join us at the Talent Clinic this spring. Stay tuned!
Catharina in her blog post mentioned the changes that have happened in the media landscape in the past few years, where customers are always on, opinionated and talk back in real time. We believe many marketers haven’t adapted to this new reality, especially if they have so far dealt with traditional media.
As mentioned in this post from Digiday, CMOs and marketing managers still make the mistake of trying to control the brand because they come from a background of controlling the message. With many-to-many communication, it becomes tough for these leaders as they need to let go a little. A brand’s real meaning is only what the customers think it is.
Furthermore, the variety of products, channels, consumers and competition make marketing strategy definition, activity planning and execution less straightforward than in the past. Why? Oftentimes marketing managers don’t know where to start and the competences needed at all levels of the organization are much more varied than ever before: service design, social media analysis and search engine buyers were disciplines that were not in the marketing toolbox ten years ago.
In order to help their brands grow, marketers need to plan when and how to move from shouting to enabling and participating in conversations and creating engaging experiences. In my next post, I will give you some ideas.
applikaatiotko eivät toimi facebookissa mobiilisti? toimii, jos tekee responsiivisen alustan. #mlseminaariElina Patjas
Kaverit taskussa – mitä sosiaalisen median ja mobiiliteknologian yhteentörmäys tarkoittaa markkinoijan kannaltaN2:n strategi Matias Vaara puhui Mainostajien Liiton seminaarissa sosiaalisen median ja mobiiliteknologian yhteentörmäyksestä. Aiheina mm…
#mlseminaari next: content and earned mediaLuis Orozco
Arvioita: instagramia käyttää 8% suomalaisista, 12-18-ikäryhmästä jopa 40%. #mlseminaariPerttu Iso-Markku
#mlseminaari @idahakola nextLuis Orozco
#mlseminaari intro to earned media. @DaGood would be proud.Luis Orozco
#mlseminaari 31% of brands working on content marketing as their priority in digital. Planning is now emphasising own and earned.Luis Orozco
#mlseminaari content planning according to target group, building processes to reach them continouously.Luis Orozco
#mlseminaari earned media lies in the intersection of the messages that are important to brand and the topics that are matter to customer.Luis Orozco
#mlseminaari 3 strategic success factors for content marketing:Luis Orozco
#mlseminaari 1. Know your target: who they are, what do they do, how they behave, what do they share.Luis Orozco
#mlseminaari 2. do you know the digital market? What is being done, what is the value add we bring?Luis Orozco
#mlseminaari 3. Do you know what the conversation topics are? And how can you join in in a way that is value-adding, not just spam.Luis Orozco
#mlseminaari goats screaming like humans meme FTW.Luis Orozco
Oh My Goat. #funny Super Bowl ad winner: http://bit.ly/Yrv22v #mlseminaariPetri Mertanen
#mlseminaari and how doritos used the meme: http://m.youtube.com/#/watch?v=4d8ZDSyFS2g&desktop_uri=%2Fwatch%3Fv%3D4d8ZDSyFS2gLuis Orozco
sisällönsuunittelussa tarvitaan lisää reaktiivisuutta ja joustoa. couldn’t agree more. #mlseminaariElina Patjas
#mlseminaari content plans are made to be broken if the brand’s procdses are built to react.Luis Orozco
#mlseminaari who is your brand’s Felix Baumgartner? And to think I was involved on that in the beginning…Luis Orozco
#mlseminaari trial and error: wash, rinse, repeat.Luis Orozco
#mlseminaari if all else fails in social media you can always jump from space.Kalle Hiitola
#mlseminaari 4 ways to shake it like Felix ;-)Luis Orozco
Miten yhdistää markkinoinnissa pitkäjänteinen suunnittelu ja reagointi relevantteihin ajankohtaisiin ilmiöihin? @idahakola #mlseminaariMainostajien Liitto
#mlseminaari 1. Be fun: hands on tikkurila example.Luis Orozco
#mlseminaari 2. Be informative: tutorials, infographs, etc.Luis Orozco
#mlseminaari 3. Be time-relevant: avokado tukku Safka example.Luis Orozco
#mlseminaari 4. Be networked: Nokia x Burton example. @Blether would be proud.Luis Orozco
#mlseminaari content for content marketing is planned more from a journalistic perspective than form an advertiser’s hard sale perspective.Luis Orozco
@idahakola : Olisi syytä miettiä jo sitä, miksi meillä on verkkosivut. Mitä verkkosivuilla halutaan saada aikaan? #mlseminaariPerttu Iso-Markku
Sisällöt ja ansaittu näkyvyysSISÄLLÖT JAANSAITTU NÄKYVYYS 5.3.2013
#mlseminaari now my man jussipeach @jussipekka will bring @Valio examples to the house,Luis Orozco
I joined Marketing Clinic, the largest marketing consulting firm in the Nordics, a couple of months ago to help setting up their digital marketing practice. As mentioned in their site, my focus area is integrated digital marketing across own, bought, earned and traded media, its influence through the consumer journey and its relationship with other marketing activities.
The team is a lot of fun and the work is very varied, so it looks like it was worth it to look for the right opportunity after all. If you are a company trying to make sense of the opportunities digital can bring to your business outside of advertising campaign development or are looking for ways to develop your digital marketing expertise get in touch. 😀