Digital Marketing Strategy Proposal 2010
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Transcript of Digital Marketing Strategy Proposal 2010
A Digital Strategy for Commvault’s Interactive
Properties
Strategy Goal: Concepting, Planning and Laying
FoundationsFor New Projects and Projects on the Boards
Marketing Goal: Sales and Service Optimization
Acquire Contact information of Prospects
Contribute to the Acquisition of Customers Later or Elsewhere
Retention and Growth of Existing Customers
A Note on Gathering Prospect Contact Info
We warn of balancing tactics too far toward obtaining email addresses when other forms of content and interaction may contribute just as strongly to sales and retention. Interactive media is a new world and while the ultimate bottom line is important, many participants argue that the greatest benefits of engagement do not draw a straight line to the cash register.
Building a better interactive experience, designing a better brand, offering better tools are softer benefits of interactive engagement that skeptics often don't see when they presume that old-school methods of pushing calls to buy is what should be done on these new channels.
Modified from an article by Read, Write, Webhttp://www.readwriteweb.com/archives/social_media_roi_dells_3m_on_twitter_and_four_bett.php
The greatest benefits of engagement might not draw a straight line to the
cash register.
Other forms of content and interaction may contribute just as strongly to sales and retention as registration
forms
Better Brand. Better Tools. Better Leads.
Digital Marketing GoalsMessaging
Build awareness for CommVault as an innovative leader
Build awareness for the Simpana as groundbreaking and unique
Improve perception of Simpana as “more than just backup”
Simplify CommVault product messaging
Get Attention of Business Level Decision Makers
Build belief in CommVault as long term industry player
Digital Marketing GoalsInteractive
Make working with CommVault a good career move
Improve perception that CommVault is [insert brand attributes here]
Increase credibility by showing CV “gets it” better than competitors
Assessment
Messaging
Brand
Product Marketing
UX
Client side needs refinement
What defines the interactive Brand and Brand overall?
Is this a suite? What are we selling? Simpana? CV?
Site Structure, Navigation and IxD need to be refined.
What are the Next Steps?
Support Existing Projects and Campaigns
Advance the Digital Brand
Build up our Customer Insights
Improve Usability
Where?
Messaging Touch Points• Digital ad programs and Press Releases (corporate positioning and
branding)• Online campaigns, SEO (online marketing)• Social media and Reference Marketing (thought leadership and viral
marketing)
Interactive Touch Points• Online and Interactive Banners (tools, planning and communication
support)
Where our Customers can receive messages Where our Customers are already doing things
And Do What?
Where?
Rebuild Information Governance (IG) Section Rebuild Partners Section
Site Refresh
Where our Customers can receive messages Where our Customers are already doing things
Support Existing Projects and Campaigns
Where?
“Methodical and analytical does not always mean rational. This is why your brand is critical in the B2B buying cycle. A strong brand addresses unspoken concerns.”B2B Buying Cycle-The Shattuck Group
Where our Customers can receive messages Where our Customers are already doing things
Advance the Digital Brand
Next We Need To
define that brand so we can share it with the team
put this brand into every customer experience
We already have a powerful brand that can stand up against the competition
Advance the Digital Brand?
Finding the Tactics that Support the Digital Brand
So...
Do we have self knowledge?
Have we defined the emotional style of engagement?
Do we make it easy to see the larger team we are part of?
Can our customers see each other?
Do we help people create winning recommendations?
Are we in touch with when our customers jobs become meaningful craft to them?
Brands mean something on six fronts:
Our Audiences Looking at Us
Our character means something
How we relate to our customers means something
When we stand in league with partners who mean something,
we stand for something more
Our Audience Thinking of Themselves
It means something to stand next to others who work with us
It means something to be the person who won by using us
It means something to a person to make good choices
Where?
Evolve Personas Find Opportunities within Buying Cycle
Where our Customers can receive messages Where our Customers are already doing thingsBuild up our Customer Insights
On a continuing cycle…
Primary Personas
Systems Administrator Focused on Technical Requirements of Current Project
Looking Across Multiple Projects and Focused on Business Value
Senior Level Technology Planner – CIO, VP IT
Focused on Smaller Systems such as MS Exchange and MS Sharepoint
Technical Admin Operating Outside of IT Dept
Vendors Aware of Who Will Synergize with Their ProductsCIO’s Vendor Table
Interested in products contribution to Corporation’s Value
Financial Analysts
Secondary Personas
Technical AnalystsInterested in Capabilities and Competitiveness
InvestorsLooking for Reasons to Invest and Status of Corporation’s Value
The MediaLooking for Resources for Stories
PartnersLooking for Ways to Engage
Primary Persona
Steven – A CIOSenior Level Technology PlannerHe could also be a VP IT
Strategic Business Questions:Does this support to my vision for business outcomes and directives?Will this increase productivity inside a tight IT budget? Will this enable business growth?How does this affect long-term business performance?What is the balance between price and performance?What is the balance between time and value Is this going to reduce operation costs?How much will it cost to replace our old system?Strategic Technology Questions:Does this align with my initiatives and strategies?How will this be part of my plans over the next three years?Will this increase our ability to gather information/intelligence?will this help us to move from sprawl to real-time infrastructure?Will this increase our agility by sensing needs earlier and responding faster than
we do now?Questions based on presentation by Dave Russell of Gartner
Big PlansWe will be re-architecting back-up in next 18 months
Big ConcernsIT productivityAgilityCost benefit of changeI need to radically change who we do IT with, with the
minimum of risk
Primary PersonaJulie – Backup AdminA Systems AdministratorShe could also be a [?]
Strategic Technology Questions:Does this work within a tight IT budget? Will the vendor be around as long as we need support?
Tactical Project Based QuestionsI need answers to my specific configurationWill this software meet the unique requirements of my industry?
Big PlansI need to increase the speed at which we are backing up
our VMs
Big ConcernsMy Job – I need to make choices I can defendI need to choose the best solutionWhat I choose needs to work with everything else we have
Primary Persona
CIO’s Vendor TableServerNetworkStorageApplication
Strategic Technology Questions:Does this? Will?
Tactical Project Based QuestionsI needWill this?
Big PlansI need to ensure my position with the company moving
forward
Big ConcernsWill this product compliment our solution?
Primary PersonaDarin – Systems AdminTechnical Admin Operating Outside of IT Dept
Strategic Technology Questions:Does this work within a tight IT budget? Will the vendor be around as long as we need support?
Tactical Project Based QuestionsI need answers to my specific configurationWill this software meet the unique requirements of my industry?
Big PlansI need to ensure the backup of both MS Exchange and MS
Sharepoint
Big ConcernsMy Job – I need to make choices I can defendI need to choose the best solution
Buying Cycles
We Have Chosen to Focus on Four Buying Cycles
Large overhaul by IT groupSmall implementation within the IT groupIG support for legalSmall implementation outside of the IT (e.g. MS Exchange Server)
Six Stages
Problem Identification
Buying Cycle
Personas
Definition and Requirements Search Evaluation Selection Procurement
Business realizes ithas a problem it must address
Decision-makersand influencers render opinions onwhat they think will solve the problem
Search for solutionsand providers based on theirestablished criteria
Decision makersand influencers evaluate whichsolution will best solve the problem
Some type of test or limited useof the solution will lead to a final selection
POs are cut and thefinal implementation begins
Where?
Better Information Architecture
Better Taxonomy
Better Interaction Design
Better Research (Testing)
Improve Usability
Use intelligent Suppositions, Heuristics and Testing to create…
Refresh
Staging Server
Project Time Line
Planned Projects
Oct Nov Dec Jan Feb Mar
Personas and Sales Cycle
Usability
Personas and Sale Cycle Round One
Personas and Sale Cycle Round Two
Personas and Sale Cycle Round Three
1
3
2
IG
Partners
Heuristics User Testing User Testing
26
26
Plan and Schedule First Iteration of Customer Insights
Plan and Schedule Refresh integrating opportunity to advanceBrandDesignUsability
Next Projects