Fusion Marketing Quarterly #1

of 17

Please download to get full document.

View again

All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
17 pages
0 downs
Free quarterly Fusion Marketing Magazine, first edition (March 2011). Register on http://www.fusionmarketingexperience.com for upcoming editions. Topics: social media, content marketing, email marketing, eCRM and integrated interactive marketing.
  • 1. marketing Experience magazine 1Marketingexperience magazine collectable Launch ThE march 2011 Live the integrated experience where old meets new to become marketing and customer service excellence – Next edition: June 2011 – www.fusionmarketingexperience.com
  • 2. 2 marketing Experience magazine marketing Experience magazine 3 Marketing Experience Magazine is the quarterly Editorial magazine of the Fusion Marketing Experience events, brought to you by Conversionation and the Social Marketing Forum. The magazine is free and globally distributed to marketing executives online, in PDF and via eBook readers. Printed copies are handed out at Fusion Marketing Experience events and are available on demand. What is the purpose of marketing? I always like Publisher: J-P De Clerck to answer that question, quoting what Jim Sterne Founder of Conversionation, online marketing once told me in an interview: the three objectives of consultant, B2B marketing specialist, content marketing evangelist and author. marketing are reducing costs, improving revenues Twitter: @conversionation and increasing customer satisfaction. Mail: info@conversionation.net In a way these three goals are one and the same: Editor in Chief: Trix Slock Media and communication advisor, editor in chief be profitable. Satisfied customers buy more and of dmix magazine and Connect, Contact Center bring new customers with them. Reducing costs and Magazine. improving revenues are clearly about profit. Twitter: @trixslock Mail: trix.slock@telenet.be http://trixtheblog.wordpress.com/ The main question is what all the marketing tactics, channels and strategies we use, need in order to Editor Northern America: Jim Ducharme be successful. The answer is simple: relevance. Former editor of various publications, online If people find something relevant they will share, communications specialist and community manager of the Social Marketing Forum. praise, use or buy it. I admit: relevance can mean Mail: jim@fusionmarketingexperience.com a lot of things. However, it is always about the perceived value of people, regardless of their needs, Responsible sales & marketing: Rien van den Bosch personal preferences or desires. Content marketing, lead generation and publishing specialist. Mail: rien@fusionmarketingexperience.com It’s also about experiences. That can be valuable, funny, inspiring, seducing, nice, satisfying or simply cost-saving. They can also be bad. If they are, you CONTRIBUTORS: Giedrius Ivanauskas will quickly know. Giedrius Ivanauskas, is a researcher of social media and augmented reality. There is a reciprocal side to relevance: is it relevant Twitter: @smcitizens to do this or that for our customers AND for us? Jordie van Rijn Jordie is an independent email marketing consultant In the end, whatever we do in marketing is with his company emailMonday. You can follow him on only successful if it serves a mutual purpose of Twitter: @jvanrijn relevance. Nurturing a lead is about offering the right Andrew Bonar content at the right moment: relevance. Conversion Andrew is an email deliverability consultant and founder optimization is about improving the user experience. of EmailExpert.org Relevance. Twitter: @andrewbonar I can go on for hours, but it’s clear that, no matter PRODUCTION AND DESIGN: how fragmented the marketing reality may be, it all Trix The Company: Publisher of business journals and boils down to what people do, need, think, feel and creative lab. Nouvelle Vague in print. find…relevant. Fink: Co-creative thinker and technical assistance. The main challenge for marketers is to find out what Print & Press: Profpress, www.profpress.be that is and how they can satisfy it and do it better. Sponsoring opportunities Measured, data-driven and integrated. sales@fusionmarketingexperience.com That’s what this magazine is about. That’s what the Reprints or other questions Fusion Marketing Experience events are about. And info@fusionmarketingexperience.com that’s what we will bring you in the future, with our For more information about the magazine and upcoming new Chief Editor, Trix Slock, the creative brain behind events please visit www.fusionmarketingexperience.com this first edition. She will be your guide through the next ones. And they will be relevant. Marketing Experience Magazine and the Fusion Marketing Experience are creations of Conversionation. Visit www.conversionation.net J-P De Clerck - @conversionation Colophon
  • 3. 4 marketing Experience magazine marketing Experience magazine 5 ROI and social media not an oxymoron Europe shows the highest growth in social networking Calculating the ROI of marketing activities is a priority for reach across regions many marketing managers. Return on Marketing Investment (ROMI) is a way to forecast the return of future marketing Social networking sites grew worldwide in 2010, fueled by expenditures. ROMI is also used to analyze and improve the growth in Europe, North America, and Latin America. By the return of running campaigns and marketing plans. end of the year, social networking monthly penetration in Europe reached 84.4 percent of all European internet users, On this basis decisions are made for future marketing representing a 10.9 percentage point gain – the highest of any activities, conclusions are drawn about past activities, and global region. Social networking accounted for 22.8 percent adjustments made to current actions. ROMI looks at financial of all page views in Europe in 2010, and approximately four results and forecasts, and is also used for analyzing intangible out of every ten internet sessions included a visit to a social or non-monetary marketing activities. networking site. Source: ComScore 2010 Europe Digital Year in Review ROMI is a model with which we can calculate the incremental (future) revenue and profit for each (additional) euro or dollar spent on marketing in percentages. One of the major stumbling blocks is the translation of all these different marketing objectives into financial data. Implementing ROMI also results in resistance from some marketers. A holistic The time spent online in Europe vision of marketing and a “common language” are essential to succeed. Europeans spend the equivalent of one day a month online (24:20 hours) with the Netherlands (31:39 hours) and United Using ROI is new to many marketers and it’s the role of Kingdom (30:38 hours) far exceeding this trend. Consumers management to convince them that adopting it in the end in Italy (16:02 hours) and Austria (13:11 hours), spend nearly will benefit both them and their actions. One of the benefits half as much time online as users in Holland and the UK. is that it enables marketers to get their marketing programs Austria’s low engagement is not surprising as it has the lowest approved faster. Implementing ROMI should not be an excuse penetration of Social Networking sites among all countries in to cut down on brand-related spending and avoid high-risk Europe. marketing investments. It is a matter of balance. Source: ComScore 2010 Europe Digital Year in Review The need to answer the “why” One of the domains where there has been a lot of discussion The need for common business metrics in marketing regarding ROI, is social media marketing. Olivier Blanchard, speaker at the first Fusion Marketing Experience, ends that in Econsultancy’s ‘SEO Trends: Issues and Opportunities’ report shows that the measurement and evaluation of the long-term effects his book ‘Social Media ROI’, a topic he has been “defending” of search engine optimization (SEO) improvements is the main challenge for marketers and agencies (62% of respondents). And it since the very beginning. is certainly not the only analytics challenge. The second priority (57% of respondents) is the coordination and integration of SEO and business metrics. These challenges and priorities are also found in other forms of interactive and even offline marketing, including And it was very important that someone did. If executives email marketing and social media marketing. Since more marketers are asked for the ROI of their marketing activities, it has become don’t know the ROI of a social media program they will look a must to communicate in a common language regarding metrics. The rise of the multi-channel consumer is also a cause for the rising at other marketing programs with a proven ROI. The people need for a closed loop of data, metrics, CRM and various forms of interactive marketing. A single view on the customer is essential, that decide on social media budgets want to know “why” and as is a clear view on marketing ROI. Not surprising that 50% of the participants in the survey indicated that generating SEO metrics, the answer is not “because everyone does it”. If you can’t which are significant for others in the company, is a priority as well. define what ROI is, translate social media in P&L statements, Source: Econsultancy“SEO Trends: Issues and Opportunities” percentages, business goals and metrics that can be used in the overall marketing strategy, you can’t sell social media to management. But most of all, your social media marketing is doomed to ultimately fail. With Olivier’s book, there are no more excuses. Marketing facts About the author J-P De Clerck is a 360 degrees interactive marketing consultant and serial blogger, specialized in the cross-fertilization of online channels and interactions. His areas of expertise include email marketing, social media marketing, search engine marketing, and figures “The Digital Landscape continues to evolve. The rise of social networking, fragmentation of channels and growing digital and mobile media consumption affects businesses. The marketers toolkit to content marketing, web analytics and conversion optimization. He manages several blogs and online communities regarding various interactive marketing and media topics. Find him on Twitter on @conversionation. discover new and unique opportunities to engage with the consumer”.
  • 4. 6 marketing Experience magazine marketing Experience magazine 7 Customer care the financial impact of (not) listening ‘Social media monitoring is first and foremost a matter of business to customers online intelligence’ Everyone is telling marketers how important social media monitoring is. Often, businesses monitor what is being said about them from a pure reputation management perspective. However, social media monitoring is about much more and is not only meant to smoothen our fears of a bad reputation. posted a complaint or negative review about a be done, even without social media. And they Social media monitoring is first and foremost a retailer during the holiday shopping season at know it starts by listening to customers. matter of business intelligence. Identifying trends the end of 2010, were contacted by the retailer helps to improve overall marketing activities, pro- concerned in the complaint. What the study also proves (again): actively listening and engaging helps lowering � Of the 68% who were contacted, 34% customer service costs and rapidly solving deleted their original negative review. � Listening to what your (prospective) � problems, integrating social media conversation customers say on social media makes Another 33% posted a positive review data enables you to create relevant cross- a lot of sense and has a significant after being contacted. channel interactions. impact on the bottom-line if you also � 18% of the unhappy customers respond. Let’s take a look at the reputation perspective who were contacted, became loyal customers and purchased more. � however and especially at the financial impact of listening to customer complaints and most of Happy and unhappy customers have all…responding to them. Other interesting data: an important influence on your brand reputation. � For half of the consumers, excellent customer service and/or prior positive Don’t only listen: act and respond! � Above all, the survey provides another experiences, influenced their decision to buy from a specific online retailer. reason to invest in social media Just as in web analytics, simply measuring monitoring and a solid cross-channel � After a positive online shopping delivers no insights and results in no customer service (complaints are rarely improvements if not properly followed up, social experience, 21% had recommended handled fully via social media), to focus media monitoring alone is not enough. You need the retailer to friends and 13% had more on a consistent and excellent to act upon what you read, see and monitor. posted a positive review on social customer experience and to approach media. A survey by RightNow and Harris Interactive ‘After a positive � 85% of the consumers said they are people via digital media. provides some interesting data that show the impact on your bottom-line. online shopping prepared to pay between 5 and 25% more than the normal price in exchange Word-of-mouth has been around for a long time, but the impact has increased enormously through “The survey found that consumers who had a experience, 21% for excellent customer service. social media, both positively and negatively. A satisfied customer tells more people than ever bad experience with a retailer, can be converted into real ‘brand advocates’ through social media, of consumers Where it concerns turning unhappy customers to happy customers and even ‘brand advocates’, before. So does an unhappy one. depending on the actions of the retailer. recommend a the study is not really surprising. All professional Remember that the voice of your customers can be a strong force in reaching and acquiring new The Retail Consumer Report indicated that 68% of the questioned American consumers who had retailer to friends’ customer service employees and salesmen, who understand their job, know how this should customers. As long as you care. About the author J-P De Clerck is a 360 degrees interactive marketing consultant and serial blogger, specialized in the cross-fertilization of online channels and interactions. His areas of expertise include email marketing, social media marketing, search engine marketing, content marketing, web analytics and conversion optimization. He manages several blogs and online communities regarding various interactive marketing and media topics. Find him on Twitter on @conversionation.
  • 5. 8 marketing Experience magazine SELLIGENT INTERACTIVE MARKETING marketing Experience magazine 9 Today’s consumers Ready to bring expect a two-way your marketing communication to the next level? with brands. interactive consumer dialogues > cross-channel approach > personalization > event-driven marketing > targeting & segmentation > designing scenarios > planning & prioritization > e-mail marketing > social media > behavioral targeting > 360° customer view > life-cycle CRM Marketers With Selligent, drive interaction and boost conversion! need the tools Selligent Interactive Marketing gives marketers the power to engage consumers, eliminate operational hurdles and open up opportunities. With this unique set of tools, you are in full command of every step from creative thinking to operational execution, with no need to rely on technical experts. Selligent Interactive Marketing helps your organization generate more to turn this reality revenue, reduce operational costs, improve brand experience and gain more customer insight! Selligent is a leader in conversion marketing and interactive CRM solutions. Selligent serves customers in all areas of business, including financial services, insurance, telecommunications, travel, media & publishing, retail, automotive, healthcare, manufacturing and many others. Today, Selligent is active worldwide, with offices in Belgium, The Netherlands, France, into action. Germany, Italy, Spain and China. www.pavy.eu Visit our website and download our white papers CONVERSION MARKETING INTERACTIVE CRM http://www.selligent.com SELLIGENT INTERACTIVE MARKETING
  • 6. 10 marketing Experience magazine marketing Experience magazine 11 a story should evoke Discover the Passion real emotions Behind SDL Tridion 2011 What is your opinion about the on-going discussions over content creation vs. “curation”? “While both are valuable tactics, to become a real leader in your field, you need to create. The most valued people will always be those that come up with new strategies, ideas, tactics & tools. The people that Joost de Valk is a blogging, help you find these new things have a role, and they SEO, WordPress and content marketing could make a very decent living through that role, but expert. He has written over 20 plugins for they’re far more easily replaced. Take the roots of the WordPress which, combined, have had more Christian church: Jesus created the story that Paul than 3 million downloads. Joost regularly spread. They both had an impact, but I think nobody would argue Jesus was the bigger one of the two. shares his knowledge and experience via his Also, creation in itself is mostly ‘curation’, as creation globally popular blog at Yoast.com. We asked is the reorganization of existing, though sometimes Joost, one of the featured speakers at the first deprecated ideas and making them relevant in a new edition of the Fusion Marketing Experience context. There are very few really new ideas, if any at event, about the role of content, blogging and all”. SEO. What are your favourite content strategies? “My most valued content strategy is still the “long form” or “give it all away“ tutorial. Basically I have given most of what I know away on my blog and keep getting more back. I’ve done this for clients too with amazing results. The only thing that becomes hard is to find ways to give more away so you can get more back”. Where do marketers still fail in terms of SEO and content strategy most often? “They’re telling a story they want to tell, instead of a story that resonates with their customers. A story should touch on their daily lives. It should either evoke real emotion or offer real help.As is often said, advertising is the cost of being boring. Good SEO can come cheap, if your product rocks and your story is solid” What SEO/Content strategy trends are you following at the moment? “Taking it from the more philosophical below straight ‘Marketers tell a story down to the trenches: I’ve recently been dabbling a lot in Google Shopping Search for some clients and they want to tell, Turning prospects into lifetime customers am very interested in how more and more companies seem to be using reviews and review data effectively instead of a story in their tactics. Having people rank & rate products and stories and using their own words while doing so allows that resonates with • Brand Management • Targeting & Profiling us to understand what they like and dislike and in which words we should talk about the products or services we their customers’ want to sell them”. Joost de Valk, Content Marketing Expert • Cross Web Content Management • Operational Efficiency • Cross-channel Engagement • Enterprise Readiness About the author Giedrius Ivanauskas, is a researcher of social media and augmented reality. He shares his experience and insight about social media at The Social Media Today blog and on his own site, Social Media Citizens. Find him on Twitter @smcitizens. www.sdl.com/wcm
  • 7. 12 marketing Experience magazine 13 With the rise of new communication channels and the fragmentation of the media landscape, the According to the “Europe Digital Year In Review 2010” report by comScore, last year the use of email attention of the (prospective) customer is becoming more spread out. The increased control of among 15-34-year-olds dropped by 11%. It is only among older generations that the use of email has people over their own buying journey is a further argument for
  • Related Search
    We Need Your Support
    Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

    Thanks to everyone for your continued support.

    No, Thanks