Travis Wright - Data Driven Marketing Technologies, Tools & Tactics in the Age of the Evolving...

of 114/114

Click here to load reader

Embed Size (px)

Transcript of Travis Wright - Data Driven Marketing Technologies, Tools & Tactics in the Age of the Evolving...

Slide 1

Marketing Technologies, Tools, and Tactics in the Age of the Evolving MarketerTravis Wright| Chief Marketing Technology Officer | CCP Global | @teedubya

February 5th, 2016

1

Who is this Travis Wright [email protected] Disc Jockey at Age 13.Stand-up comedian since 1995.Web developer since 1996. SEO & Geo-Targeting SMB Fortune 50s brands since 1998.Military Intelligence and Russian Linguist in the US Army.Former Global Social Media Strategist Norton / SymantecChief Marketing Technologist CCP Global Tech Journalist for CMO.com, MarketingLand, Business.com & othersInc. Magazine Columnist Tech Tools for EntrepreneursHosting Venture Beats MarTech podcast launching in [email protected] on Twitter#DMS2015

2

Who is this Travis Wright dude NOT?

@teedubya

ccpglobal.com/smssfb

ccpglobal.com/[email protected]

3

Silos and Silos of Data

@teedubya

ccpglobal.com/rockit

6

@teedubya

7

Ask & Answer the right questions Integrate marketing strategies Optimize your marketing mixKnow your audienceRecognize your customerPersonalize customer journey Create a better user experiencesData-Driven Marketing Making Smarter & More Impactful Decisions

@teedubya

ccpglobal.com/rockit

8

Enhance Your Marketing Strategy

Deliver Better Results Throughout The Customer Journey

9

@teedubya

10

MARTECHWOMEN

@teedubyas Tools ccpglobal.com/rockit

No one is exited when a machine is selling them - corporate sales reads like legislation - use automation for what machines do best and lead with human vision, passion, art, Shakespeare wasnt invented by a machineBuild in all detailed targeting potentials so the technical setup so that doesn't get in the way and allows for creativity, This requires flexibility on both sides of the coin, technical and strategicNot reinventing the wheel with every test, Not constantly re-implementing with every testAlgorithm reviews have less weight than a social reviewHunting customers with Targeting vs Farming customers by cultivating relationships

Ghostery @ghostery http://ghostery.com

@teedubya

ccpglobal.com/rockit

17

Ghostery @ghostery http://ghostery.com

@teedubya#MARTECH

18

Ghostery @ghostery http://ghostery.com

@teedubya#MARTECH

19

@teedubya#GrowthBeat

What are Marketing Clouds?

Typically non-integrated solutions:Many best of breed solutions sit outside of existing marketing cloudsWell defined data layer allows companies to build your own marketing cloud

@teedubya

#GrowthBeat

22

23

@teedubya

24

25

@teedubya

26

27

@teedubya

28

29

@teedubya

30

31

@teedubya$11,222,000,000

32

Tag Management Brings Order to Marketing ChaosA/B TestingAd NetworksAffiliate MarketingEmail MarketingLead NurturingMarketing AutomationVoice of Customer

AnalyticsChatBanner Ads

PersonalizationSearch Engine MarketingVisitor RemarketingVisitor Retargeting

Social MarketingA/B TestingAd NetworksAffiliate MarketingEmail MarketingLead NurturingMarketing AutomationAnalyticsBanner AdsChatPersonalizationSEMSocial MarketingVisitor RemarketingVisitor RetargetingVoice of Customer

@teedubya

Source: Tealiumccpglobal.com/rockit

Tealium brings order to the chaos by removing the need to manage all tags individually , and allowing you to deploy a single tag on your site which can in turn help you manage all your digital marketing solutions deployments. 33

Tag Management [email protected]

To Build: That is the Answer!

Tag Management OptionsIf youre an SMBccpglobal.com/[email protected]

36

Ghostery @ghostery http://ghostery.com

@teedubya#MARTECH

37

Data is the Lifeblood for Digital MarketingSynchronized Data DefinitionsStandardize and control data distribution to partners & vendorsBetter visitor attribution and personalized insightsWhat is a Data Layer?

38

Look at your assets as Layers, Dimensions & Decisions

@teedubya

@teedubya

Make Sense?

44

Retailers lose nearly $100 billion each year from poorly executed cross-channel marketing efforts.

Source: DataMonitor

@teedubya

45

Advanced Techniques Required To Optimize For Omni-Channel

Personalization & Attribution

@teedubya

@teedubya

@teedubya

So, for definitions sake Agile able to move quickly and easily nimble, flexible, acrobatic, fleet footed.50

#SIC2013

Agility

#SIC2013

Not AgilE

Why IS Content Marketing [email protected]

Planning your content is just as important as writing and editing your content. If its not well-planned then you wont be able to place it well and it has zero chance of going viral. If its meant to be evergreen, itll never be in thought leadership territory and its basically not competitive. Why write something that nobody wants to read?

53

@JasonMillerCA

According to Adobe Research, Over 198 Million People Block Ads.

@teedubyaccpglobal.com/rockit

Content Planning & [email protected]

Planning your content is just as important as writing and editing your content. If its not well-planned then you wont be able to place it well and it has zero chance of going viral. If its meant to be evergreen, itll never be in thought leadership territory and its basically not competitive. Why write something that nobody wants to read?

55

DivvyHQ http://DivvyHQ.com

Creating a content opportunity report (COR), because it is time to get serious.

Stop talking about Editorial Calendars before accessing the monthly, quarterly, and yearly known opportunity.

Lets do an EPIC Content Audit - do they have any viral or useful content that will draw sticky visits, social shares, and backlinks that isn't over the top promotional? If the boss is there, he is hearing that this is important. If the in-house is there, he is glad to hear someone reinforcing the need.

Days of the Year where you go to investigate odd holidays and content opportunities.Holiday Insights Another site for finding absurd or abnormal holidays. (Today is Absurdity Day)GatherContent Get content from your clients. (Freemium, $49+/mo)DIVVY HQ (starting at $25/user/mo)CoSchedule Editorial calendar and scheduling. Watch settings. ($10/mo)ScribbleLivet Editorial calendar, publishing to social. (starting at $2k/mo)Edit Flow Calendar plugin for WordPress (Free)Content Opportunity Report - http://bit.ly/1wG5xujEditorial Calendar Plugin for WordPress (Free)56

Keyword research is foundation to content

Most people dont do enough good quality keyword research.

@teedubya

ccpglobal.com/rockitDistilled University https://www.distilled.net/u/keyword-research/

Keyword Research

Tool nameTool linkGoogle Keyword Plannerhttp://goo.gl/YfmvKd Ubersuggesthttp://goo.gl/GVcJ8v Google Trendshttp://goo.gl/s2l3Bj Google Correlatehttp://goo.gl/ZEYoeM Merge Wordshttp://goo.gl/Ln2rrt Word Trackerhttp://goo.gl/9X6Bqe KeywordTool.iohttp://goo.gl/7V7TBo Moz Keyword Research Toolhttp://goo.gl/5AeCgcDistilled Universityhttp://goo.gl/ATQBFy

@teedubya

ccpglobal.com/rockit

UberSuggest http://ubersuggest.com

Help us Obiwan Contentobi Youre our only hope.

ccpglobal.com/[email protected]

Content [email protected]

ccpglobal.com/[email protected]

Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.63

@teedubya

@teedubya

GREAT WAYS TO ORGANIZE [email protected]

@teedubyaccpglobal.com/rockit

CURATE [email protected]

66

@teedubyaccpglobal.com/rockit

Nuzzel @Nuzzel http://nuzzel.com

67

@teedubyaBuzzSumo @buzzsumo http://buzzsumo.com

ccpglobal.com/rockit

68

Content Scheduling & [email protected]

70

Bulk Buffer http://[email protected]

71

Start a Fire @startafire? http://www.startafire.comccpglobal.com/[email protected]

72

73

ccpglobal.com/[email protected]

Account Based Social Selling

@teedubyaFacebook Graph Search opens up many different opportunities, BRO.

75

@teedubya

Snip.ly @sniply http://snip.ly

76

2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!!Starbucks Inception

Wal-Mart

7,125 Wal-Mart HQ execs and employees. Results: 1,108 clicks. 15.5% CTR!!Wal-Mart Inception

Interest Graph Actions on Content

Promotion And Influencer [email protected]

@teedubya

GetLittleBird @GetLittleBird http://www.GetLittleBird.com

Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.85

@teedubya

@teedubya

How We Reach Her?

@teedubya

#1 The Simple NudgeHi Ann!

Big fan and long time follower. We made this thing that we think youd like:http://me.com/thing

Let us know if you have any suggestions or Input!

Thanks!Me

@teedubya

VoilaNorbert @VoilaNorbert http://VoilaNorbert.com

@teedubya

Conspire @Conspire http://conspire.com

@teedubya

#2 The Inclusion / [email protected], your research on B2C Content Trends and Research inspired us to make this: http://me.com/thing

@teedubya

When content is inspired by or inclusive of a person/brand/place, let them knowProfessional, respectful, well-thought-outPieces that advance conversations canWork even if they disagree w/ the target

@teedubya

@teedubyaOutreach @Outreach_io http://outreach.io

@teedubya

#3 The Review

We reviewed the latest guide from @marketingprofs here:http://me.com/thing

@teedubya

Works when positive & authenticUnless its been done to death (or if the brand is too big)

@teedubya

#4 The Network EffectThese 4 Accounts tend to share thingsThat major influencers later pick up:@[email protected]@[email protected]

@teedubya

Influencers of Influencers are oftenEasier to target and reachEven if the major targets dont pick it up,Its still a win

@teedubyaAdvocate Engagement Platformsccpglobal.com/cmworld

Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.99

@teedubya

Lead IQ @leadiq http://leadiq.io

Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.100

#kciabcbcshttp://GetLittleBird.comNimble @nimble http://nimble.com

Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.101

Competitive Analysis & [email protected]

@teedubyaTrackMaven @trackmaven http://trackmaven.com

ccpglobal.com/rockit

Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.103

Moz Open Site Explorer Mozccpglobal.com/[email protected]

Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time. 104

http://klear.com [formerly Twtrland]

105

NerdyData @nerdydata http://nerdydata.com

ccpglobal.com/[email protected]

106

BuiltWith @builtwith http://builtwith.com

ccpglobal.com/[email protected]

107

Over 2000 Marketing TechnologiesOver 40 CategoriesAnd Growing.

@teedubyas Tools ccpglobal.com/rockit

@teedubya

Open Graph www.ogp.me Percolate www.percolate.com Social Bro www.socialbro.com HARO www.helpareporter.comMuck Rack www.muckrack.com GroupHigh www.grouphigh.com Buzzstream www.buzzstream.com 17 Content Templates bit.ly/17templatesTwitter Cards www.dev.twitter.com/cardsSimplyMeasured www.simplymeasured.comThe Advanced Guide to Content Marketingbit.ly/advcontent

@teedubya17 Killer Content Templates: bit.ly/17templatesTwitter Chat Master List: http://bit.ly/TwitterChatMasterFeature your Brand on Tumblr: http://brands.tumblr.comComplete Guide to Twitter Cards: dev.twitter.com/docs/cardsThe Advanced Guide to Content Marketing: bit.ly/advcontentAJ Kohns Author Rank Resource: http://bit.ly/rel-author-resourceThree Very Handy Content Marketing Tools: http://www.siegemedia.com/toolsThe Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/Neil Patel & Bronson Taylors Definitive Guide to Growth Hacking: http://goo.gl/4yqEOjThe Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategiesThe Beginners Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-croThe Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-PlannerDana Lookadoos Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfwHubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personasAnnie Cushings Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketersThe Web Developers SEO Cheatsheet 2.0 http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-editionPaddy Moogans Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html

@teedubyas Mind Blowing Tools ccpglobal.com/rockit

112

@teedubya113#SIC2013

@teedubya http://ccpglobal.com/rockit [email protected]

@teedubya http://ccpglobal.com/rockit [email protected]

114