MnSearch Summit - Keynote - Lee Odden - Where Does Search Fit In The Digital Marketing Mix?

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#MnSummit @leeodden Where Does Search Fit In the Digital Marketing Mix? @LeeOdden Image: Shu>erstock

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Customers don’t research in silos so why should marketers operate that way? Buyers have grown to expect more engaging and diverse experiences across devices and platforms, requiring companies to become “the best answer” wherever their customers are looking. In his keynote presentation, Lee Odden will share his perspective from working with multiple Fortune 500 and Inc 500 brands as well as meeting with business owners and marketers from all over the world on where search fits in the digital marketing mix. He’ll also share insights from a survey of top digital marketers on where search marketing is headed and how practitioners can position themselves for future growth.

Transcript of MnSearch Summit - Keynote - Lee Odden - Where Does Search Fit In The Digital Marketing Mix?

  • 1. #MnSummit @leeodden Where Does Search Fit In the Digital Marketing Mix? @LeeOdden Image: Shu>erstock
  • 2. #MnSummit @leeodden
  • 3. #MnSummit @leeodden Be the Best Answer Brand Poll: Search & Digital Marke7ng How Prac77oners Can Posi7on for Growth Image: Shu>erstock
  • 4. #MnSummit @leeodden CMOs predict that digital will account for more than 75% of their marke7ng budget over the next ve years. Image: Shu>erstock Source: Accenture Interac7ve CMOs Time for Digital Transforma7on do not believe their company will be ready. 79%
  • 5. #MnSummit @leeodden This is a HUGE opportunity for those with strategic search & digital marke7ng skills Image: Shu>erstock
  • 6. #MnSummit @leeodden Customer Friendly Not just Search friendly Image: Shu>erstock
  • 7. #MnSummit @leeodden Op7mize for Experiences
  • 8. Hey Facebook & Twi>er, any sugges7ons for kid-friendly things to do in New York? Bronx Zoo FAO Schwartz Metropolitan Museum of Art Yankees Game Subway Helicopter over Manha>an Image: Lee Odden
  • 9. It Worked! Experience Achieved And Shared Image: Lee Odden
  • 10. #MnSummit @leeodden Be the Best Answer Image: Shu>erstock What is the best approach to digital marke7ng?
  • 11. #MnSummit @leeodden Sadly, No. Image:
  • 12. #MnSummit @leeodden Nor Ki>ens All together now: Awww
  • 13. #MnSummit @leeodden Search Has Been & Is An Eec7ve Channel Infographic:
  • 14. #MnSummit @leeodden Quality Over Quantity Customer Centric & Accessible
  • 15. #MnSummit @leeodden Image: think with Google
  • 16. #MnSummit @leeodden Customer Journey: Retail Image: think with Google
  • 17. #MnSummit @leeodden Customer Journey: B2B Image: think with Google
  • 18. #MnSummit @leeodden 82% of US digital buyers preferred to research products from mul7channel retailers on the internet eMarketer June 2014 Compared to 13% who prefer shopping in-store Image: Shu>erstock
  • 19. #MnSummit @leeodden A mul7channel customer is worth 2X as much as a customer that shops in one channel. Econsultancy Digital Transforma7on Roundtable 5/2014 Image: Shu>erstock
  • 20. #MnSummit @leeodden Think: What Ques7ons Do Your Customers Need Answered In What Channels In Order to Buy? awareness interest consideration purchase advocacy Image: Shu>erstock
  • 21. #MnSummit @leeodden Content Answers Buyer Ques7ons Logicalis HP VAR, used emails, microsite, ebook, & custom messaging from sales teams. Results: Nearly $8 million in new pipeline business was closed. SunGard IT opera7ons support humorous videos empathizing with IT pros during the holidays (cheats, tricks & 7ps to survive). Audience consump7on pa>erns informed promo7ons: email, social, PR, paid media. Results: 3,000+ leads in rst 3 days. CTAs to download whitepaper at end of videos 87% CTR. Case Studies: C2C B2B Killer Content Awards via
  • 22. #MnSummit @leeodden Content Delivers Massive ROI Optum - Advertorials, display ads, email, direct mail and a campaign website. Results: 23.5 lead to conversion rate 475% increase in website trac 2,500+ resource downloads $52 million in contract value of new business Xerox partnered, with Forbes to create a digital magazine oering business 7ps. Results: 70% of target companies interacted Added 20,000 new contacts 1,000+ scheduled appointments $1.3 Billion in pipeline revenue Case Studies: C2C B2B Killer Content Awards via
  • 23. #MnSummit @leeodden What Do These Content Marke7ng Case Studies Have in Common? Image: Shu>erstock
  • 24. #MnSummit @leeodden Search Wasnt The Reason For Crea7on Image: Shu>erstock It Was Customers
  • 25. #MnSummit @leeodden This is the shiu in perspec7ve about search, content & digital thats impera7ve.
  • 26. #MnSummit @leeodden Understand How Buyers Discover, Consume and Act on Informa7on Image: Shu>erstock
  • 27. #MnSummit @leeodden Then Become The Best Answer in Every Channel Your Customers Are Present Image: Shu>erstock
  • 28. #MnSummit @leeodden Brand Poll: Search & Digital MarkeDng Poll conducted by Lee Odden
  • 29. #MnSummit @leeodden How do you dene digital marke7ng in 2014? Image: Shu>erstock
  • 30. #MnSummit @leeodden Digital Marke7ng IS Marke7ng We are all digital marketers. Every tac7c in marke7ng today has an element of digital. Tami Cannizzaro @tamicann Vice President of Marke7ng IBM Poll conducted by Lee Odden
  • 31. #MnSummit @leeodden Digital Marke7ng: Media & Inuence Digital MarkeDng is any way that we, as marketers, inuence users. Free or paid, across all available technologies and plaworms. Simon HeselDne @SimonHesel7ne Senior Director, Organic Audience Development AOL Poll conducted by Lee Odden
  • 32. #MnSummit @leeodden Digital Marke7ng Creates Experiences Digital MarkeDng is the way in which an experience comes to life, across channels and in all channels. It helps us provide customers the value and u7lity they are looking for at the right 7me and in the right place. Kevin Green @KevinMGreen Execu7ve Director, Marke7ng Dell Poll conducted by Lee Odden
  • 33. #MnSummit @leeodden Where does search markeDng t in the future of digital? Image: Shu>erstock
  • 34. #MnSummit @leeodden Search Marke7ng Informs Content Search is a powerful integraDon play. Marketers are u7lizing search volume as a data point for ac7va7on plans and factoring in SEO opportuni7es as they create content. Amy Lamparske @amylamparske Director, Digital & Social Media General Mills Poll conducted by Lee Odden
  • 35. #MnSummit @leeodden Search Marke7ng: Chief Editor Organic search is trying to hold us accountable for creaDng beTer content - and it might be working. Search holds a cri7cal role in the future of digital because our success as content marketers boils down to: 1) Can they nd it? 2) Did they read it? Ryan Arnholt @ArbenAngstrom Director, Digital Marke7ng Optum Poll conducted by Lee Odden
  • 36. #MnSummit @leeodden Op7mize For Search Apps Rachael Marret SVP, Customer Engagement Carlson Rezidor Hotel Group In the future world of intelligent apps that proac7vely and intui7vely search for informa7on on behalf of consumers, organic search will become increasingly crucial. Poll conducted by Lee Odden
  • 37. #MnSummit @leeodden Source: Gartner Digital Marke7ng Transit Map The Role of Search in Digital Marke7ng
  • 38. #MnSummit @leeodden Source: Gartner Digital Marke7ng Transit Map Digital Marke7ng is More Than Search
  • 39. #MnSummit @leeodden How Prac77oners Can Posi7on for Growth Image: Shu>erstock
  • 40. #MnSummit @leeodden Audience Targeting Cross Channel Integration Adaptable, Optimizable Highly Measurable Promise of Digital Marke7ng Image: Shu>erstock
  • 41. #MnSummit @leeodden Digital Marke7ng Skills The 2015 Digital MarkeDng Rule Book. Change or Perish. Avinash Kaushik @avinash Digital Marke7ng Evangelist Google You can no longer be good at just one thing, or two. It is a 10-thing world now. Photo credit: Lee Odden
  • 42. #MnSummit @leeodden Digital Marke7ng Skills for SEM & SEO Segmenta7on Buy Cycle Stories Content Planning Crea7on, Cura7on Amplica7on Measurement Unied Strategy Goals Resources If Youre Not Growing, Youre Dying
  • 43. #MnSummit @leeodden But What About Photo source:
  • 44. #MnSummit @leeodden An Internet of Things Image source:
  • 45. #MnSummit @leeodden Image:
  • 46. #MnSummit @leeodden Feeling Lucky? Photo source:
  • 47. #MnSummit @leeodden Source:
  • 48. #MnSummit @leeodden And Google Drones Image source: +JoshuaBerg
  • 49. #MnSummit @leeodden Image source:
  • 50. #MnSummit @leeodden I can haz all ur dataz Image source:
  • 51. #MnSummit @leeodden THIS SHOULD BE YOUR FOCUS: Smartphones Now #1 Screen, Bea7ng TV Source: Millward Brown via Marke7ng Land
  • 52. #MnSummit @leeodden Op7mize for Mul7 Device Experience It's mobile-rst for us now - if it doesn't work on mobile, we don't publish it. Jennifer Lashua, Intel Image: Chitra Tatachar
  • 53. #MnSummit @leeodden Create Signals of Credibility Wherever Your Customers Are Your Brand = XYZ XYZ XYZ XYZ XYZ XYZ XYZ SEO/SEM Social Networks Content Marke7ng Industry Media & News Referrals/WOM Adver7sing XYZ Local
  • 54. #MnSummit @leeodden Community > 300K Website Twitter Facebook YouTube Flickr LinkedIn Slideshare White Papers Google+ Guides Book Webinars Articles Newsroom Social Creation & Curation Guest Posts Events eBooks Pinterest Blog
  • 55. #MnSummit @leeodden Par7cipa7on Marke7ng ObjecDves: Promote the Event Promote Speakers Create a Resource for all Marketers Create Rela7onships
  • 56. #MnSummit @leeodden What Does This Mean for SEO? Content Marke7ng Rocks Content Marke7ng eBook Content Marke7ng Tips Content Marke7ng World Content Marke7ng Experts Content Marke7ng Inuencers Content Marke7ng Conference Content Marketers Content Marke7ng Inuencers Content MarkeDng
  • 57. #MnSummit @leeodden What Does This Mean for Social? Content Marke7ng Rocks Content Marke7ng eBook Content Marke7ng Tips Content Marke7ng World Content Marke7ng Experts Content Marke7ng Inuencers Content Marke7ng Conference Content Marketers Content Marke7ng Inuencers Content MarkeDng
  • 58. #MnSummit @leeodden Measuring Digital Marke7ng Attract Engage $$$ Convert Reach Search Visibility Social Network Visibility Views & Impressions Trac by Source Trac by Segment Content Distribu7on Media & Blog Placements Brand + Anity Brand Sen7ment Content ConsumpDon Page Views Click Through Rate Social Network Size Social Interac7ons Content Interac7ons Comments, Shares Time on Site, Content Paths Through Site Form Data Captured Newsle>er Subscrip7ons Demo & Trial Requests Contact Us Orders - Order Volume - Order Frequency - Length of Sales Cycle - Revenue Per Order awareness consideration purchase retention advocacy
  • 59. #MnSummit @leeodden The opportuni7es with a strategic view of digital marke7ng and search are endless. Image: Shu>erstock
  • 60. #MnSummit @leeodden We Can Do This! Image:
  • 61. #MnSummit @leeodden 3 Key Takeaways OpDmize for buyers: Focus on being the best answer wherever customers are looking. 1 2 3 OpDmize experiences: Use search marke7ng exper7se to improve digital results. OpDmize experDse: Start developing strategic digital marke7ng skills NOW & break free of search as a single channel.
  • 62. #MnSummit @leeodden Thank You! Advisory, Speaking, Press: @LeeOdden [email protected] Digital MarkeDng ConsulDng: @TopRank [email protected]