Navigating The Digital Marketing Landscape
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This document discusses navigating the digital marketing landscape and setting the proper course through strategy, information, and digital technology to revolutionize marketing ROI. It notes the emergence of common strategic digital marketing mandates like targeting, personalization, and integration. However, collecting data from many sources has led to fragmented, inconsistent information that marketers struggle to make sense of. The solution involves unifying, standardizing, and enriching data to bring order to the chaos and fuel the next generation of digital marketing through tools that define, manage, segment, enrich, and collect data.
Navigating The Digital Marketing Landscape
- 1. Navigating The Digital Marketing Landscape Setting A Proper Course Through Strategy, Information And Digital Technology To Revolutionize Marketing ROI Steve Pardue Vice President & Managing Director Asia Pacific Japan, Tealium
- 2. Innova&on & Thought Leadership RECOGNIZED AS GLOBAL MARKET LEADER TM Buyer’s Guide, Econsultancy, 2012 RECOGNIZED AS ‘HIGHLY INNOVATIVE’ VENDOR Understanding Tag Management Tools & Technology Forrester Research, 2012 WINNER, GLOBAL 100 November, 2013 2014 WINNER BEST NEW TECHNOLOGY
- 3. Strategic Digital Mandates With the rapidly increasing adoption of digital marketing technologies we are seeing the emergence of a number of common strategic digital marketing mandates: • More Accurately Target • Personalization – One To One • Real-Time Action – Leverage the Moment – 80/60 • Multi-Channel Integration • Eliminate Data Fragmentation • Accelerate Digital Marketing Operations • Increase ROI
- 4. Char&ng the Right Course How does one chart a proper course through Strategy, Information and Digital Technology to Revolutionize Digital Marketing? • There are over a thousand digital technologies available today across the digital marketing landscape. - Analytics - Affiliates - Display Ad - Search - Email - Personalization - Social - Big Data • Collecting massive amounts of data about our online visitors -‐ Mostly Disparate Information -‐ Inconsistent view of who our visitors are -‐ Poor understanding of what our visitors want from our brand -‐ Are we collecting, distributing and leveraging the right data?
- 6. 4/26/2012 through 2/22/2014 by week Digital Marke&ng Accelera&on! Evidon’s GhostRank Panel of 13 Million Browsers
- 7. Experience Layer Data Layer Application Layer Leads to Chaos at Data Layer
- 8. How did we get here? A little over a decade ago:
- 9. How did we get here? Where we are today:
- 10. A/B Testing Ad Networks Affiliate Marketing Analytics Chat Email Marketing Lead NurturingMarketing Automation Personalization Search Engine Marketing Visitor Remarketing Visitor Retargeting Banner AdsSocial Marketing Voice of Customer Fragmented data, vendor proprietary databases, non-‐correlated visitor profiles…
- 11. Which marketers and BI teams then struggle to piece back together from &me-‐delayed batch files A/B Testing Ad Networks Affiliate Marketing Analytics Chat Email Marketing Lead NurturingMarketing Automation Personalization Search Engine Marketing Visitor Remarketing Visitor Retargeting Banner AdsSocial Marketing Voice of Customer $$$ $$$ $$$ $$$ $$$ $$$ $$$ $$$ $$$ $$$ $$$
- 12. Bringing Order to Marke&ng 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 AudienceStream Enrichment
- 13. Unification, Security, Control, Privacy, Enrichment Data Unifica&on, Standardiza&on, Security, Control & Enrichment Experience Layer Data Layer: ORDER Application Layer
- 14. The Tealium Solu&on: Fueling the Next Genera&on of Digital Marke&ng Digital Marketing Application Ecosystem AudienceStream Audience Segmentation, Profile Enrichment, send data to partner APIs Your BI System or Data Warehouse Tealium iQ Enterprise Tag Management Define & Manage Segment & Enrich Collect
- 15. Are Our Teams Equipped To Succeed? Are our digital marketing and technology teams equipped with the tools they need to succeed? • An case in point: - Large specialty vertical publisher - Derive revenue through advertising - Desire to increase premium ad rates and overall profitability - Need to prove effective visitor targeting for premium advertisers • Global brand submits campaign brief with targeting objectives -‐ Vertical publisher needs to respond to brief -‐ Premium ad placement rates depend upon meeting targeting requirements • What forms the basis of the publisher’s brief response?
- 16. Are our digital marketing and technology teams equipped with the tools they need to succeed? • This same question applies equally to the brand advertiser • The publisher stated: “We had limited data and research to confidently answer the brief.” • The publisher needed insight into: -‐ Demographic and Socioeconomic Profile of Visitors -‐ Men, 35-54, Successful -‐ Typically research online before purchasing -‐ Focused on product reliability first, with style and looks close behind -‐ Like all the bells and whistles -‐ Many are Do-It-Yourself kind of guys Are Our Teams Equipped To Succeed?
- 17. The foundation to an effective digital marketing strategy is the data from which we execute our strategy… • Most visible ad impressions today are wasted due to ineffective targeting -‐ Precisely the problem the advertiser is addressing with the publisher -‐ The publisher did not have an effective data acquisition strategy -‐ Wanted to find a digital technology to magically solve their problem… -‐ But the foundation was missing – the important data was missing • Remember, the publisher stated: “We had limited data and research to confidently answer the brief.” • The publisher failed to engage visitors in a way the would cause them to provide rich demographic and socioeconomic data • No registration, no premium content requiring registration, nothing… Digital Marke&ng’s Founda&on: Data
- 18. Are the digital technologies we have selected empowering our success or holding us back? • Are we effectively using the digital technologies we have selected? • Are we using the right digital technologies to execute our strategy? • Are we targeting our visitors and customers effectively? • Could we leverage new best of breed technologies if we wanted to? • Is IT holding us back? • Is Marketing demanding too much from IT? • How can we strike a balance to energize digital marketing ROI? Are we prisoners of our digital tech?
- 19. Navigating The Digital Marketing Landscape Setting A Proper Course Through Strategy, Information And Digital Technology To Revolutionize Marketing ROI Steve Pardue steve.pardue@tealium.com Vice President & Managing Director @stephenpardue Asia Pacific Japan, Tealium +65 6631 8912