Strategies and best practices for online marketing, advertising and measurement
Marketing
In most companies, silos exist throughout the organization. Unless you’re a 5-person shop, you likely have departments that perform specific functions that allow the company to operate. While this may be an organizational requirement, departments don’t have to become silos where there is very little collaboration, interaction and integrated planning, execution and management. Even if you’re in the same department, silos often exist among and between different disciplines. When it comes to marketing, there are often noticeable disconnects between planning, communications, PR, creative, media, direct marketing, digital and other specialties. As the title to this blog suggests, I believe Silos belong are farms, not in marketing departments.
Brands must take an integrated approach that starts with a deep understanding of their audiences and objectives, and incorporates each medium that may be effectively utilized to reach and engage customers. In the digital realm we’re talking about display advertising, demand generation, paid search, natural search, email marketing, social media and mobile marketing. As there is no silver bullet in marketing, you have to take an integrated approach. Allocating budget and assigning responsibility is a good start, but without integrated planning, management and reporting, you might as well be living on a farm.
Earlier this year I moderated a panel discussion at the Online Marketing Summit on “Integrating Your Marketing Mix”. While it may not be the sexiest topic (the Twitter session next door had many more attendees), it is a very important topic and is a common challenge faced by marketing executives today. I’ll address it by tackling the two big questions: what to integrate and how to do it.
What To Integrate?
I think you have to look at integration at two different levels. Before you try to integrate your broadcast, print, direct mail, digital and other channels, you should integrate those activities that take place within each discipline. Many consider “digital” or “interactive” as a stand-alone marketing discipline, when in fact is a collection of sub-specialties are that are quite different, yet inter-related. Because they each require unique skills and experience, there are often internal and external chasms between web design, development, paid search, natural search, display media, email, social media and mobile, not to mention analytics and measurement. Because each discipline requires specialized knowledge, it’s common that a brand will have one agency for paid search, another for natural search, another for display media, and others for email marketing, social media and mobile marketing. Before you start trying to get traditional and digital to work together, you need to make sure your interactive specialists are all on the same page. Once you have integrated digital planning, execution and measurement, you have a much better chance of winning the battle to integrate traditional and digital marketing efforts.
How to Integrate?
While there is no silver bullet for integrating business activities and operations, I can share a few thoughts that may be of help. First, I am not an advocate of selecting one group or agency that can handle every one of your needs. There are simply too many disciplines and all of them require deep knowledge and experience to make them work effectively. No one agency can be great at everything. If you want the best in the disciplines that matter, you are often forced to cobble together a network of partners to achieve it. In these situations, you can realize significant benefits by doing the following:
1. Integrate reporting and measurement – even if you use different resources (people, agencies, etc.) you can still standardize how results are tracked, reported and analyzed across channels. Rather than receiving one report from your paid search firm, another from your display media agency, and yet more from your SEO, Social and Email partners, take some time up front to define the key performance indicators for each channel. Then require each partner to provide the information you need in a common format. As it relates to digital marketing, you should standardize on one reporting platform that will be used to measure impact of your search, display, email and social media. When it comes to reporting, less is more!
2. Integrate planning – once your strategic objectives are defined, ask each of your partners to create a plan that will help you achieve those objectives. Give them a common framework (planning template) so each partner’s deliverables are consistent. Then host a planning meeting in which all partners are invited to present their plan to the group. Once the plans are presented, discuss them as a group with the goal of identifying where coordination, collaboration and knowledge sharing between and among your partners are required.
- Case study: one of our clients hosted such an event and we found it to be very worthwhile. Not only did we learn what the other groups were working on, but we also identified common challenges and solutions that could be leveraged across disciplines. Most importantly, we realized there were many inter-dependencies between our groups, and that we all stood to benefit if we worked together and coordinated our efforts. It was very eye-opening for us but no one benefited more than the client.
3. Integrate Execution – while integrated planning is a great start, the true value is realized through integrated execution. If you are a brand marketer, you need to do more than suggest that your team and/or agencies work together; you need to facilitate it to ensure follow through. If you need an example of how to do this, look no further than the funny guy with the big head: Jack.
- Case study: At the OMS panel mentioned above, Maria Brusaschetti, Media Manager for Jack In The Box, discussed how JITB not only encourages its agencies to work together – they require it. They host all-hands planning meetings to make sure everyone is on the same page. To ensure collaboration and cooperation, they tie agency compensation to feedback from peer surveys (yes, they survey their partners to find out how well their peers are cooperating). If the agencies want to earn their bonus, they have to play nice with others. I think this is a brilliant approach that can be also be implemented inside your organization. If you want your departments to work together, offer the department heads monetary (and non-monetary) incentives to ensure interdepartmental cooperation. Then make sure you follow through with execution.
In closing, integration is not a one-time fix. As our organizations evolve, the ways in which we work together will evolve as well. While mastering integration is far from easy, it can yield invaluable insights, efficiencies and synergy. Or you can put on your overalls and fire up your John Deere. The choice is yours!
Steve Latham
@stevelatham
For more on Spur Interactive:
In recent weeks I’ve had the pleasure of speaking to OMS audiences in Washington DC, Atlanta, Austin and Houston on one of my favorite topics: measuring results from online marketing! While I’ve been speaking about measuring impact and quantifying ROI for years, there is clearly an increasing focus on measuring results these days. When I asked attendees what they were hoping to gain from the session, one DC marketer said only half-jokingly “to justify my existence”. I remembered it because it was funny, but also because it’s true. Marketing budgets are still very tight, and every dollar that is spent has to be justified. Consequently, there is an increasing focus on measuring results and demonstrating an acceptable ROI. This not only requires knowledge and tools, but also the ability to translate online metrics into business results that are understood by the c-level.
My presentation (embedded below) addresses these issues in today’s context, where results matter. The contents include:
- How “above the line” and “below the line” are merging – digital goes through the line
- Challenges faced by marketers today
- How to translate online metrics into business results
- Roadmap for Measurement Success
- Online Surveys
- Attribution Analysis
- ROI Methodology
- Case Studies to demonstrate each concept
As always, comments are welcome. And feel free to share!
Steve Latham
@stevelatham
For more on Spur Interactive:
- Yahoo CEO defends her Strategy – Q&A with WSJ.com http://ht.ly/23qqW
- How Kids React When Parents Go Social (hint: they don’t “LIKE’ it) l via @eMarketer http://ht.ly/22hjx #
- Omniture survey: only 31% of companies measure ROI from online marketing (suggestion: call us!) http://ht.ly/22sKz #
- Deloitte Survey Finds Consumers “Recharged and Ready to Buy Online” driven in part by Social & Mobile http://ht.ly/22sEI #
- RT @spurinteractive: New forecast for global online ad spend $61B in 2010. Driven by shift in spend (sorry newspapers!) http://ht.ly/20jT7 #
- Seeking input on Social Media: Do you have a strategy? Contribute at http://ht.ly/22kwd #
- Look Ma, No Hands: More Than Half of Companies are Using Social Media without a Strategy http://ht.ly/22h03 #
- RT: @adrants Top Five Social Media Marketing Mistakes http://bit.ly/dmnvri (derivative and obvious but worth a reminder anyway) #
- What women want (in ads) this summer (hint: coupons and discount codes). http://ow.ly/21LgC #
- BP Gets Aggressive with Social Media and Paid Search to deliver its message. Will it work? http://ow.ly/21Lka #
- How Kids React When Parents Go Social (hint: they don’t “LIKE’ it) l via @eMarketer http://ht.ly/20knC #
- New forecast for global online ad spend $61B in 2010. Driven by shift in spend (sorry newspapers!) http://ht.ly/20jT7 #
- New Blog Post: Twitter Weekly Updates for @SpurInteractive – May 2010 study: 75% Of U.S. Households Use Social Netwo… http://ht.ly/17OJI6 #
- Asking everyone on Twitter to report spammers (@ and DMs). The only way to clean it up is by reporting these chuckleheads. #
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- May 2010 study: 75% Of U.S. Households Use Social Networking (via InformationWeek) http://ht.ly/1ZQ2F #
- Retailers and Brands take note: "Coupons Drive Sales on Social Media" http://ht.ly/1YOgP #
- High level but worth a read. RT @RSSirteubal: 4 Ways to Measure Social Media and Its Impact on Your Brand http://bit.ly/9fS7Gs #
- DYK 50% of facebook's 400mm users log-in daily, spending 500 billion minutes per month? This and other facts at http://ht.ly/1YMg0 #
- New Data on Social networking: 25% of Adults over 50 are Friendly on Social Nets http://ht.ly/1XUxG #
- Good news for Dads: Father's Day spending to increase this year. Via NRF Retail http://ht.ly/1Y8DB #
- B2B Marketers… listen up! "B2B Spending on Social Media to Explode" via @eMarketer http://ht.ly/1XVTG #
- New Blog Post: Twitter Weekly Updates for @SpurInteractive – Social media: The next generation. Good article from Ji… http://ht.ly/17JPMR #
- Good news for ecommerce vendors: Heavy Users Are Big Spenders on Facebook, Twitter http://ht.ly/1XVRt #
- Good new STATS on F100 use of Social Media RT @RSSirteubal: iStrategy 2010 Social Media in Business http://bit.ly/bzeR98 #
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- Social media: The next generation. Good article from Jim Nichols at CatalystSF http://ht.ly/1WVYR #
- RT: @RSSirteubal Welcome Social-Relationship Marketing – Advertising Age: http://bit.ly/cxOHL1 #
- How Consumers Interact with Brands on Social Networks – eMarketer http://ht.ly/1VZAe #
- RT @stevelatham: Good info: FAQ on upgrading to the iPhone 4 via CNET News http://ht.ly/1VkvD #
- Just uploaded new design for our Twitter background. Like it? Hate it? Feedback is appreciated! http://ht.ly/1VlTQ #
- Great insight into minds of consumers as it relates to email marketing. Must-read for marketers! @eMarketer http://ht.ly/1VH7A #
- Wow. RT: @ragythomas Digg loses a third of its visitors in a month: is it deadd? – http://spr.ly/6010Dpj #
- Thanks for #FF! RT @Mandatek: #Follow Love @spurinteractive @tweetclean @jOrgeAlmeYda @Flipbooks @CanDoGo @RetiredTeacherD #
- RT @RSSirteubal: How Freelancers are Using Social Media for Real Results http://ow.ly/17BjZv (similar to our take http://bit.ly/XUp4c) #
- New Blog Post: Posting Presentations to Facebook – This evening a friend asked me how to post a Presentation on you… http://ht.ly/17EAhg #
- @StevenMatsumoto try this http://ht.ly/1VlVr @spurinteractive where's the link? #
- Say what? Thanks try this http://ht.ly/1VlVr RT @victoria_lou: @spurinteractive Your link isn't working.. #
- RT @stevelatham: Good info: FAQ on upgrading to the iPhone 4 via CNET News http://ht.ly/1VkvD #
- Nice find. RT @RSSirteubal: Social Media Resources: corporate social media policies, etc. http://ow.ly/17DSw3 #
- New Blog Post: How to Post Presentations to Facebook (short and sweet!) http://ht.ly/1USyf #
- What to Expect from Apple at WWDC (@Mashable take) – good read! http://ht.ly/1UCkC #
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This evening a friend asked me how to post a Presentation on your facebook profile. I thought it might make for an informative post, so here’s what I told her:
1. Go to Slideshare and create an account. Slideshare is like Youtube for Powerpoint – a great platform for sharing all types of content.
2. Upload your presentation to your slideshare account (it’s pretty easy – just click “upload” and follow instructions)
3. Once uploaded, copy the link to your presentation and post it in your FB wall post. I recommend you first shorten the URL using Bit.ly or om.ly so it’s shorter, less likely to break, and you can track click-throughs to the presentation.
4. For permanent posting, add the Slideshare App to your Facebook account. This will allow synch with your presentations on Slideshare and present them inside the Slideshare tab on your profile. For an example, see my Slideshare tab.
I hope this is helpful. If so – feel free to share with others!
Steve Latham
Follow me!
For more on Spur Interactive:
- RT @stevelatham: Funny… "George W. Bush Goes Nucyular on Facebook" (I guess 3rd party is better than nothing?) http://ht.ly/1TKMD #
- What's on YOUR interactive mind? Join us for the 'Build Your Own Agenda' Luncheon on 6/10 #HoustonIMA http://bit.ly/diDPt9 #
- I think we all do
RT @smilinggreenmom: WE DO WE DO!!! RT @spurinteractive
If you like Steve Jobs you'll love this http://ht.ly/1SOZa # - Gracias. RT @smmguide: RT @spurinteractive: Good info. Quick read. 11 Myths of Social Media Marketing http://tinyurl.com/3y5ajcm #
- RT @stevelatham Should BP crowdsource potential solutions for the Gulf oil spill? http://ow.ly/1Seqj #
- What's on YOUR interactive mind? Join us for the 'Build Your Own Agenda' Luncheon on 6/10 #HoustonIMA http://bit.ly/diDPt9 #
- Any headline with "Explode" gets a Tweet! "B2B Spending on Social Media to Explode" @eMarketer http://ht.ly/1TJST #
- reThanks @rethinkmonday RT: @spurinteractive: Article: B2B Marketers Gain Ground with Social via @eMarketer http://ht.ly/1QEHM #
- Social Media: viewed as #1 Emerging Channel for Lead Generation via @eMarketer http://ht.ly/1TeUu #
- If you like Steve Jobs, you'll love this interview. AppleInsider: Steve Jobs talks at All Things D http://ht.ly/1SOZa #
- Article: B2B Marketers Gain Ground with Social via @eMarketer http://ht.ly/1QEHM #
- This reminds me- I have some virtual art for sale (only $100 per image) "Virtual goods revenue continues to climb" http://ht.ly/1SiPp #
- New Blog Post: Twitter Weekly Updates for @SpurInteractive – Old-school marketers (you know who are) take note! For… http://ht.ly/17zduK #
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- Old-school marketers (you know who are) take note! For Female Social Followers, Brands Rule – eMarketer http://ht.ly/1P9if #
- Social Networks are on Notice. Hopefully they'll listen. Public Distrusts Social Networks (@adweekdotcom) http://ht.ly/1Qcoh #
- RT @stevelatham: Good info. Quick read. 11 Myths of Social Media Marketing http://tinyurl.com/3y5ajcm #
- Social Media Ad Spending Lags Consumption (social display ads are a very well-kept secret!) http://ht.ly/1P7eC #
- 'Social Viewing' In Action: 'Lost' Finale Attracts 13.5 Million Viewers – And Half A Million Tweets – iMedia http://ht.ly/1QbCU #
- Very interesting… U.S. Online Video Viewing to Eclipse Broadcast TV by 2020 – NYTimes.com http://ht.ly/1P7bU #
- Those pesky empowered consumers are making life hard on old-school marketers. Time to learn new methods! @emarketer http://ht.ly/1P95h #
- Funny stuff… RT @Twitter_Tips: Embarrassing OpenBook Facebook Searches: http://j.mp/9Rfjep #
- I guess humility helps… Facebook CEO: “We’ve Made a Bunch of Mistakes” http://ht.ly/1P70l #
- Overview of FB Questions, Quora and Aardvark. RT: Next “Killer App” Of Facebook http://bit.ly/9oCijX via @NewMediaBuzz @TechCrunch #
- New Blog Post: Twitter Weekly Updates for @SpurInteractive – Oops. RT @thedailytweeet: Facebook Caught Sending Use… http://ht.ly/17to4u #
- The LOST groundswell has started… RT @mashable: Lost Finale Online: ABC Hosts Live Fan Chat – http://bit.ly/bL895l #
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- Oops. RT @thedailytweeet: Facebook Caught Sending User Data to Advertisers: Wall Street Journal report http://bit.ly/caHiBn #
- Article and Stats on eMarketing ROI Measurement. Still many challenges… via @eMarketer http://ht.ly/1N5qH #
- RT @stevelatham: One-Minute Matchups (Media/Agency Speed-Dating) taking place soon. Have Listerine strips at my table #imediasummit #
- Worth a RT: Preso on Digital & Social Media Marketing for Health Care (Latin America Global Medicine Congress) http://bit.ly/9TBFbK #
- New Blog Post: Twitter Weekly Updates for @SpurInteractive – RT @TheSocialCMO: Cause Marketing for Social Media htt… http://ow.ly/17ovsy #
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- RT @TheSocialCMO: Cause Marketing for Social Media http://bit.ly/c6TqEQ (our thoughts on Cause Mktg: http://ht.ly/1Lv3k) #
- CPG Sales Set for More Online Growth (25% in 2011) via @emarketer http://ht.ly/1KEwk #
- Nielsen/Facebook Report on Value of Social Media Ads http://ht.ly/1JMG5 #
- FourSquare and Gowalla about to learn new meaning of "F-Bomb" Facebook will dominate geo-networking http://ht.ly/1JMXu #
- RT @spurinteractive: Forrester: IT buyers increasing reliance on social media. BtoB Mag. http://ht.ly/1EXib #
- Worth a RT: Preso on Digital / Social Media Marketing for Health Care (from Latin America Global Medicine Congress) http://bit.ly/9TBFbK #
- New Blog Post: Twitter Weekly Updates for @SpurInteractive – RT @stevelatham: The Entrepreneur’s Guide to Google Ap… http://ow.ly/17jM2j #
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