Fireside Chat: A Business Strategy For The Digital Era
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Transcript of Fireside Chat: A Business Strategy For The Digital Era
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Fireside Chat: A Business Strategy For The Digital Era
Rod Strother – Director, Digital and Social Centre of Excellence @ Lenovo
Simon Trilsbach – VP APJ @ Socialbakers
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With the plethora of new digital tools and services available, marketers struggle to understand how, why, and under what conditions their digital marketing strategy works (or not), making it that much harder to explain to the CFO where they should next invest in digital and why. Is there a universal ROI solution? Should ROI be measured by dollars and cents? How do you tell if your digital marketing strategy is ‘working’ and how do you ensure it is aligned to overall business strategy?
Topic Of Discussion
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Mass Marketing via Mass Media
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Industrial Economy to Connection Economy
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Monitoring Vs. Measurement
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Lead to customer conversion rate Traffic by device Share of voice CPL Web conversions Open rate Social interactions Social reach SM page views Impressions Amplification rate Referral URLS Lead volume Media coverage Lead origination Click by channel Market-share CPC Customer sentiment Drop off rate Organic Search Page Rank Time on site Data Quality Page views Quality score Acquisition rate Page views Visitor demographics CVR Referral traffic growth CTR
Metric Madness
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Stage Effectiveness Metrics Efficiency Metrics
Awareness Impression CTR Unique visits
CPC
Research Page depth Time spent Leads generated per ad Registrations
Cost per value interaction
Purchase Revenue per ad Leads converted
Cost per sale Cost per lead
Effectiveness & Efficiency Metrics
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1. Grow core markets – Local/Regional
2. Decrease cost/Improve efficiency via Regional “Excellence Hubs”
3. Building leading product capability
4. Compliance, Governance, Risk Management
5. Corporate Social Responsibility 6. Regional competitive
advantage 7. Develop global core brand 8. Gain a deeper understanding
of customer needs
Aligning to Corporate Objectives
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What’s the ROI of your mother?
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Twitter: @simontrilsbach