Marketing Technologies, Tools and Tactics by Travis Wright at How to Web Conference
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This document provides an overview of marketing technologies, tools, and tactics from Travis Wright, the Chief Marketing Technology Officer of CCP Global. It discusses the growing number of marketing tools available, the importance of collecting and owning customer data across channels, and using tag management and a data layer to integrate tools. It also provides examples of specific technologies and tactics for content marketing, social media, and measurement.
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Marketing Technologies, Tools and Tactics by Travis Wright at How to Web Conference
- 1. Marketing Technologies, Tools, and Tactics in the Age of the Evolving Marketer Travis Wright | Chief Marketing Technology Officer | CCP Global | @teedubya November 26th, 2015
- 2. Who is this Travis Wright dude? • Radio Disc Jockey at Age 13. • Stand-up comedian since 1995. • Web developer since 1996. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998. • Military Intelligence and Russian Linguist in the US Army. • Former Global Social Media Strategist – Norton / Symantec • Chief Marketing Technologist – CCP Global • Tech Journalist for CMO.com, MarketingLand, Business.com & others • Inc. Magazine Columnist – Tech Tools for Entrepreneurs • Hosting Venture Beat’s MarTech podcast launching in January-Feb. • @teedubya on Twitter
- 3. Silos and Silos of Data @teedubyaccpglobal.com/howtoweb
- 6. @teedubya
- 7. • Ask & Answer the right questions • Integrate marketing strategies • Optimize your marketing mix • Know your audience • Recognize your customer • Personalize customer journey • Create a better user experiences Data-Driven Marketing Making Smarter & More Impactful Decisions @teedubya ccpglobal.com/howtoweb
- 8. Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey
- 9. @teedubya
- 13. @teedubya’s Tools – ccpglobal.com/howtoweb
- 15. @teedubya#MARTECH Source: Experian 2014 Digital Marketer Report
- 16. @teedubya#MARTECH • Beyond Integrated Marketing • Cross-device, Omni-channel • Real-time 1:1 Personalization • Ownership of all Data • Beyond Optimization • Awesomeization The Holy Grail of Marketing
- 17. 90% of people use multiple screens sequentially. @teedubya#MARTECH
- 19. “To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.” Josh Manion, Ensighten CEO and Founder
- 20. “To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.” Josh Manion, Ensighten CEO and Founder
- 21. “To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.” Josh Manion, Ensighten CEO and Founder
- 29. What are Marketing Clouds? • Typically non-integrated solutions: • Many ‘best of breed’ solutions sit outside of existing marketing clouds • Well defined data layer allows companies to ‘build your own marketing cloud’ @teedubya#GrowthBeat
- 31. @teedubya
- 33. @teedubya
- 35. @teedubya
- 37. @teedubya
- 39. @teedubya
- 40. Tag Management Brings Order to Marketing Chaos A/B Testing Ad Networks Affiliate Marketing Email Marketing Lead NurturingMarketing Automation Voice of Customer Analytics Chat Banner Ads Personalization Search Engine Marketing Visitor Remarketing Visitor Retargeting Social Marketing • A/B Testing • Ad Networks • Affiliate Marketing • Email Marketing • Lead Nurturing • Marketing Automation • Analytics • Banner Ads • Chat • Personalization • SEM • Social Marketing • Visitor Remarketing • Visitor Retargeting • Voice of Customer @teedubya Source: Tealium ccpglobal.com/howtoweb
- 41. Tag Management System @teedubya To Build: That is the Answer!
- 42. Tag Management Options If you’re an SMB ccpglobal.com/howtoweb @teedubya
- 44. Benefits • “Siloed” solutions enhance one another • Collect, Own and Act on your data everywhere • Leverage Best-of-Breed solutions without vendor lock-in • Omni-channel profiles • Single line of code • Data onboarding & syndication • 100% of technologies supported ENSIGHTEN DATA LAYER (EDL) Standardize and control data across all 3rd party clouds, platforms and tools OPEN MARKETING PLATFORM Hybrid Client-Server Technology <script src=“//nexus.ensighten.com/YourID/Bootstrap.js”></script> Privacy Pulse One Data Collection & Activation Apps Market Manage Mobile Inform Attribution Tag Management & Testing Ensighten @ensighten http://ensighten.com
- 46. Ghostery @ghostery http://ghostery.com @teedubya#MARTECH
- 47. • Data is the Lifeblood for Digital Marketing • Synchronized Data Definitions • Standardize and control data distribution to partners & vendors • Better visitor attribution and personalized insights What is a Data Layer?
- 48. Think: Are your assets ‘automated’? 4 8 Data Collection Big Data Marketing Action Where fun stuff Happens
- 49. Look at your assets as Layers, Dimensions & Decisions
- 51. @teedubya
- 54. Retailers lose nearly $100 billion each year from poorly executed cross- channel marketing efforts. Source: DataMonitor @teedubya
- 55. Advanced Techniques Required To Optimize For Omni-Channel Personalization & Attribution
- 56. @teedubya
- 57. @teedubya
- 58. @teedubya
- 60. #SIC2013 AGILITY
- 63. Forrester Calls This Trend….The Age of the Customer “Your company must become customer obsessed. You need to have a deep knowledge of and engagement with your customers.” ccpglobal.com/howtoweb @teedubya
- 64. Up Close and Persona http://UpCloseAndPersona.com ccpglobal.com/howtoweb @teedubya
- 67. @JasonMillerCA According to Adobe Research, Over 198 Million People Block Ads. @teedubyaccpglobal.com/howtoweb
- 68. CONTENT PLANNING & RESEARCH @teedubya
- 70. Days Of The Year http://daysoftheyear.com
- 72. Keyword research is foundation to content Most people don’t do enough good quality keyword research. @teedubyaccpglobal.com/howtoweb Distilled University https://www.distilled.net/u/keyword-research/
- 73. Keyword Research Tool name Tool link Google Keyword Planner http://goo.gl/YfmvKd Ubersuggest http://goo.gl/GVcJ8v Google Trends http://goo.gl/s2l3Bj Google Correlate http://goo.gl/ZEYoeM Merge Words http://goo.gl/Ln2rrt Word Tracker http://goo.gl/9X6Bqe KeywordTool.io http://goo.gl/7V7TBo Moz Keyword Research Tool http://goo.gl/5AeCgc Distilled University http://goo.gl/ATQBFy @teedubyaccpglobal.com/howtoweb
- 74. RESEARCH YOUR BUYERS KEYWORDS
- 79. @teedubya
- 80. Help us Obiwan Contentobi – You’re our only hope. ccpglobal.com/howtoweb @teedubya
- 81. @teedubya GREAT WAYS TO ORGANIZE CONTENT @KMULLETT
- 86. CONTENT SCHEDULING & DISTRIBUTION @teedubya
- 88. Bulk Buffer http://bulkbuffer.com @teedubya
- 89. Start a Fire @startafire? http://www.startafire.comccpglobal.com/howtoweb @teedubya
- 93. @teedubya Facebook Graph Search opens up many different opportunities, BRO.
- 95. 2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!! Starbucks Inception
- 96. Wal-Mart
- 97. 7,125 Wal-Mart HQ execs and employees. Results: 1,108 clicks. 15.5% CTR!! Wal-Mart Inception
- 98. Interest Graph Actions on Content
- 104. PROMOTION AND INFLUENCER OUTREACH @teedubya
- 112. @teedubya Lead IQ @leadiq http://leadiq.io
- 113. #kciabcbcs http://GetLittleBird.comNimble @nimble http://nimble.com
- 114. COMPETITIVE ANALYSIS & MEASUREMENT @teedubya
- 116. Moz Open Site Explorer – Moz ccpglobal.com/howtoweb @teedubya
- 119. Over 2000 Marketing Technologies Over 40 Categories And Growing….
- 120. @teedubya’s Tools – ccpglobal.com/howtoweb
- 121. @teedubya Open Graph www.ogp.me Percolate www.percolate.com Social Bro www.socialbro.com HARO www.helpareporter.com Muck Rack www.muckrack.com GroupHigh www.grouphigh.com Buzzstream www.buzzstream.com 17 Content Templates bit.ly/17templates Twitter Cards www.dev.twitter.com/cards SimplyMeasured www.simplymeasured.com The Advanced Guide to Content Marketing bit.ly/advcontent
- 122. @teedubya 17 Killer Content Templates: bit.ly/17templates Twitter Chat Master List: http://bit.ly/TwitterChatMaster Feature your Brand on Tumblr: http://brands.tumblr.com Complete Guide to Twitter Cards: dev.twitter.com/docs/cards The Advanced Guide to Content Marketing: bit.ly/advcontent AJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resource Three Very Handy Content Marketing Tools: http://www.siegemedia.com/tools The Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/ Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOj The 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-strategies The Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-cro The Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-Planner Dana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfw Hubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personas Annie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketers The Web Developer’s SEO Cheatsheet 2.0 http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition Paddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html
- 123. @teedubya’s Mind Blowing Tools – ccpglobal.com/howtoweb
- 124. @teedubya 124 #SIC2013@teedubya http://ccpglobal.com/howtoweb tw@ccpglobal.com
Editor's Notes
- #23: 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 wasn’t invented by a machine Build 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 strategic Not reinventing the wheel with every test, Not constantly re-implementing with every test Algorithm reviews have less weight than a social review Hunting customers with Targeting vs Farming customers by cultivating relationships
- #41: 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.
- #45: Here’s what’s included with our platform. You deploy our single line of code across “The Internet of Things.” A set of core services is shared across the application set. We provide products for tag management, mobile tracking, and performance testing. Our Activate product is comprised of Ensighten Pulse, which is our impression tracker, and Ensighten One that unifies omni-channel profiles. Our attribution product powers budget allocation and marketing mix decisioning, as well as actionability on attributed data. Our privacy solution – a patented browser gateway – ensures 100% compliance with privacy policies. And of course our platform is fully open, supporting hundreds of client-side and server-side integrations. A unified data layer ensures that data is collect, persisted and activated easily and consistently.
- #60: So, for definition’s sake… Agile… able to move quickly and easily… nimble, flexible, acrobatic, fleet footed.
- #67: Planning your content is just as important as writing and editing your content. If it’s not well-planned then you won’t be able to place it well and it has zero chance of going viral. If it’s meant to be evergreen, it’ll never be in thought leadership territory and it’s basically not competitive. Why write something that nobody wants to read?
- #69: Planning your content is just as important as writing and editing your content. If it’s not well-planned then you won’t be able to place it well and it has zero chance of going viral. If it’s meant to be evergreen, it’ll never be in thought leadership territory and it’s basically not competitive. Why write something that nobody wants to read?
- #70: 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. Let’s 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/1wG5xuj Editorial Calendar Plugin for WordPress – (Free)
- #79: Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #106: Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #107: Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #111: Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #113: Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #114: Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #116: Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #117: 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.