Navigating The Digital Marketing Landscape

Transcription

1 Navigating The Digital Marketing Landscape Setting A Proper Course Through Strategy, Information And Digital Technology To Revolutionize Marketing ROI Steve Pardue Vice President & Managing Director Asia Pacific Japan, Tealium

2 Innova&on & Thought Leadership RECOGNIZED AS GLOBAL MARKET LEADER TM Buyer s Guide, Econsultancy, 2012 RECOGNIZED AS HIGHLY INNOVATIVE VENDOR Understanding Tag Management Tools & Technology Forrester Research, WINNER BEST NEW TECHNOLOGY WINNER, GLOBAL 100 November, 2013

3 Strategic Digital Mandates With the rapidly increasing adoption of digital marketing technologies we are seeing the emergence of a number of common strategic digital marketing mandates: More Accurately Target Personalization One To One Real-Time Action Leverage the Moment 80/60 Multi-Channel Integration Eliminate Data Fragmentation Accelerate Digital Marketing Operations Increase ROI

4 Char&ng the Right Course How does one chart a proper course through Strategy, Information and Digital Technology to Revolutionize Digital Marketing? There are over a thousand digital technologies available today across the digital marketing landscape. - Analytics - Affiliates - Display Ad - Search - - Personalization - Social - Big Data Collecting massive amounts of data about our online visitors Mostly Disparate Information Inconsistent view of who our visitors are Poor understanding of what our visitors want from our brand Are we collecting, distributing and leveraging the right data?

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6 Digital Marke&ng Accelera&on! Evidon s GhostRank Panel of 13 Million Browsers 4/26/2012 through 2/22/2014 by week

7 Leads to Chaos at Data Layer Experience Layer Data Layer Application Layer

8 How did we get here? A little over a decade ago:

9 How did we get here? Where we are today:

10 Fragmented data, vendor proprietary databases, noncorrelated visitor profiles Visitor Retargeting Voice of Customer A/B Testing Ad Networks Affiliate Marketing Visitor Remarketing Analytics Social Marketing Banner Ads Search Engine Marketing Chat Personalization Marketing Marketing Automation Lead Nurturing

11 Which marketers and BI teams then struggle to piece back together from &medelayed batch files Voice of Customer A/B Testing Ad Networks Visitor Remarketing Visitor Retargeting Affiliate Marketing Analytics Social Marketing Banner Ads Search Engine Marketing Chat Personalization Marketing Marketing Automation Lead Nurturing

12 Bringing Order to Marke&ng Chaos Visitor Retargeting Voice of Customer A/B Testing Ad Networks Affiliate Marketing Visitor Remarketing Analytics Social Marketing Search Engine Marketing AudienceStream Enrichment Chat Banner Ads A/B Testing Analytics Marketing Personalization Visitor Remarketing Personalization Ad Networks Banner Ads Lead Nurturing SEM Marketing Visitor Retargeting Affiliate Marketing Chat Marketing Automation Social Marketing Voice of Customer Marketing Automation Lead Nurturing

13 Data Unifica&on, Standardiza&on, Security, Control & Enrichment Experience Layer Data Layer: ORDER Unification, Security, Control, Privacy, Enrichment Application Layer

14 The Tealium Solu&on: Fueling the Next Genera&on of Digital Marke&ng Define & Manage Digital Marketing Application Ecosystem Tealium iq Enterprise Tag Management Segment & Enrich AudienceStream Audience Segmentation, Profile Enrichment, send data to partner APIs Collect Your BI System or Data Warehouse

15 Are Our Teams Equipped To Succeed? Are our digital marketing and technology teams equipped with the tools they need to succeed? An case in point: - Large specialty vertical publisher - Derive revenue through advertising - Desire to increase premium ad rates and overall profitability - Need to prove effective visitor targeting for premium advertisers Global brand submits campaign brief with targeting objectives Vertical publisher needs to respond to brief Premium ad placement rates depend upon meeting targeting requirements What forms the basis of the publisher s brief response?

16 Are Our Teams Equipped To Succeed? Are our digital marketing and technology teams equipped with the tools they need to succeed? This same question applies equally to the brand advertiser The publisher stated: We had limited data and research to confidently answer the brief. The publisher needed insight into: Demographic and Socioeconomic Profile of Visitors Men, 35-54, Successful Typically research online before purchasing Focused on product reliability first, with style and looks close behind Like all the bells and whistles Many are Do-It-Yourself kind of guys

17 Digital Marke&ng s Founda&on: Data The foundation to an effective digital marketing strategy is the data from which we execute our strategy Most visible ad impressions today are wasted due to ineffective targeting Precisely the problem the advertiser is addressing with the publisher The publisher did not have an effective data acquisition strategy Wanted to find a digital technology to magically solve their problem But the foundation was missing the important data was missing Remember, the publisher stated: We had limited data and research to confidently answer the brief. The publisher failed to engage visitors in a way the would cause them to provide rich demographic and socioeconomic data No registration, no premium content requiring registration, nothing

18 Are we prisoners of our digital tech? Are the digital technologies we have selected empowering our success or holding us back? Are we effectively using the digital technologies we have selected? Are we using the right digital technologies to execute our strategy? Are we targeting our visitors and customers effectively? Could we leverage new best of breed technologies if we wanted to? Is IT holding us back? Is Marketing demanding too much from IT? How can we strike a balance to energize digital marketing ROI?

19 Navigating The Digital Marketing Landscape Setting A Proper Course Through Strategy, Information And Digital Technology To Revolutionize Marketing ROI Steve Pardue steve.pardue@tealium.com Vice President & Managing Asia Pacific Japan, Tealium