Canvas Magazine | Eyeing the Future

Empowering Marketing Service providers

January 2013

Eyeing the future Understanding the digital age of marketing today and tomorrow

A Fresh Start All for One‌

Today, there’s no reason to run a digital marketing campaign without some form of measurement.

Publisher mark potter

january 2013

Marketing Manager brandon clark MANAGING EDITOR

P2

michael j. pallerino

Publisher’s Thoughts

ART DIRECTOR

A Fresh Start

brent cashman

P4

Editorial board

It’s Just a Game

chris petro GlobalSoft

P6

tom moe Daily Printing dean petrulakis Rider Dickerson david bennett Bennett Graphics tony narducci O’Neil Printing

Best of Canvas Notes

Marketing Insights P10

Eyeing the future Understanding the digital age of marketing today and tomorrow

P18

All for One… Everything to everyone is nothing to no one

CANVAS, Volume 5, Issue 1. Published bi-monthly, copyright 2013 CANVAS, All rights reserved, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097. Please note: The acceptance of advertising or products mentioned by contributing authors does not constitute endorsement by the publisher. Publisher cannot accept responsibility for the correctness of an opinion expressed by contributing authors.

CANVAS P1

Publisher’s thoughts

A Fresh Start With the New Year brings new hope. We sweated out the Mayan deadline, and it looks like we’re all still here. So, we might as well make the best of it. The world is a dynamic environment – one where change will be the only constant.

We can sit back and act like victims and blame other circumstances, or we can do what we do best – create.

It is not easy to embrace change, especially when we crave a sense of normalcy. But this may be our new normal. We’re all curious about what the future holds, with our fear heightened a bit more lately. The demographics have changed. And we wonder what kind of products there are left to make.

It is not easy to embrace change, especially when we crave a sense of normalcy. But this may be our new normal.

Consider that when the agricultural age came to an end, we had the industrial boom to look forward to. We had hope and progress occurred. Certainly, history shows that we had our share of moral change and foreign policy issues, but we persevered. The industrial age gave way to the information age, and new ideas and innovation came about. At first, it felt strange because we were so use to mining coal and building cars. But soon, new generations were developing mind-boggling technology.

There was hope for new generations, and remarkable business efficiency and products emerged.

Today, it’s not quite as clear. The information age is over, and it

most likely will give way to something else. I see generations immersed in electronics, unable to engage on a personal level. I don’t see a generation with experiences and memories. Everyone is wearing helmets and things feels a bit antiseptic. It seems to me that the world once again is craving a dose of creativity.

So, who will break us out of this and create the growth portion of a new lifecycle curve?

It will have to be the dreamers; the people with drive. They are the ones who are not afraid of change – the ones who see more risk in clinging to the status quo than not embracing new ideas.

You are the dreamers. We are the dreamers. We endeavor to provide you with the ideas and insights that will inspire you. And you will do the same for your clients and away we will go.

So, get your year started with the latest issue of CANVAS Digital. Check out Mark Simmons’ cover article, a great piece that outlines what to look for in the marketing world in 2013.

We are excited about the New Year and its possibilities. We are proud to serve you and we wish you nothing but success.

All the best,

Mark Potter, Publisher P2

CANVAS january 2013

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e m a G a t s u J s ’ t I

o play drive t r u o h Hure a six hile the ly mad W t . n s e e c n e them.

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out b a e b ould h s ve. a s t h i b u a o Your h everything y short, giving you come up an do And if know you c ime. tt you x e n e h t better

r e t t o P Mark Follo

P4

CANVAS january 2013

ma r k w me @

ricepo

t te r

marketing insights hen people hear a good story, they involve W themselves in it a little bit. It’s almost like a chemical reaction in the brain with people.

It’s really hard in traditional advertising to do that or have that effect.

– J. Barbush, VP/creative social media director for RPA Advertising, on how some of its clients use authentic stories to drive social media interest

Where the talent is

I

f you’re looking to hire creative types this year, here’s something you should know. According to a survey by creative staffing agency The Creative Group, nearly 40 percent of marketing and advertising executives are reporting challenges finding skilled creative professionals. The survey shows hiring managers at midsize advertising agencies with 50 to 99 employees (61 percent) reported the greatest difficulty. The survey also shows that one-third of those surveyed are looking to fill design or marketing roles in the first quarter of 2013. Account services, social media and media services are the specialties in greatest demand, the survey found.

Got social strategy?

If you’re having trouble figuring out your social media strategy, you’re not alone. About half of small businesses (47 percent) don’t use social media, and less than a quarter (24 percent) have a coherent, planned social media strategy, according the “2012 Small and Medium Social Business Study” by the SMB Group. The remainder (30 percent) use social media on an ad-hoc basis. The study shows that the results actually are better since 2011, when 56 percent were not using social media at all.

?

Did you know

Eighty-six percent of B2C marketers use content marketing, employing 12 different strategies on average, to reach their audiences, according to a recent study by the Content Marketing Institute and Marketingprofs. The study, “B2C Content Marketing: 2013 Benchmarks, Budgets and Trends – North America,” shows that the top tactics B2C marketers are turning to include social media content (84 percent), company website articles (84 percent) and e-newsletters (78 percent).

P6

CANVAS january 2013

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marketing insights

ways to be a better communicator Every executive has room to improve how he communicates with his team and customers. Today’s fast-paced workplace environment and impersonal communication world has diminished our ability to effectively say what we mean. Timothy F. Bednarz, Ph.D., CEO of Majorium, shares eight ways you can improve the communication with your team.

No. 1: Communication is a two-way process, not a monologue Remember that communication doesn’t end when you’ve delivered your message. Regardless of who you’re talking to, it’s a two-way process that involves giving information and receiving feedback.

No. 2: Emphasize personal communication The convenience of voice and email has made impersonal communication a reality. Rather than rely on these methods, stress personal, face-to-face exchanges when possible. This will help eliminate miscommunication.

No. 3: Be Specific Vague statements or instructions cause the most miscommunication. Since vagueness is open to a variety of interpretations, confusion quickly sets in. Every time you convey a message or give instruction, ask if what you’re communicating is clear, concise and specific.

No. 4: Information is a service “Information is power” is a widely used phrase. The problem is, instead of sharing information, many managers hoard it as a method of wielding power. View the delivery and availability of information as a service – one that enables your team to be more productive and make better-informed decisions.

No. 5: Show respect Effective and open communication demands that all parties respect one another.

This means you should demonstrate respect for what everybody has to say.

No. 6: An open-door policy Don’t just talk about it, do it.

Take the time to interact with your employees. This will help you keep your finger on the pulse of your organization. Actively and continually showing you care can dramatically increase your company’s productivity and personal dedication.

No. 7: One-on-one meetings Whenever possible, hold one-on-one meetings. This type of environment helps develop insights and ideas on how to increase productivity within your company.

No. 8: Build credibility Without personal credibility, no matter how hard you try, you will fail to communicate.

True leaders deliver on their promises and do what they say they will do.

e have to take our content to W our guests wherever they are.

– James Pitaro, co-president of Disney Interactive, on the media giant’s decision to overhaul its online presence

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CANVAS january 2013

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P10 CANVAS january 2013

Eyeing the

future T

hree decades. That’s how long digital marketing has been around. Yet despite the many strategic ways companies can leverage this opportunity, many are either reluctant or use it ineffectively.

Understanding the digital age of marketing today and tomorrow

By Mark Simmons

and realize greater revenue potential. To run a marketing campaign without some form of measurement is like throwing your money away.

Today, there’s no reason to run a digital marketing campaign without some form of measurement. Even if the budget is

Companies new to digital

not available, there are robust

marketing often jump in with-

web analytics options, such as

out properly researching or

Google Analytics, that are free.

planning what channels should

Some of these free tools rival

garner focus and budget. More

their more expensive competi-

importantly, too many business-

tors, such as Adobe Omniture

es mismanage their campaigns

Site Catalyst or WebTrends. A

by not measuring results. Prop-

company of any size or budget

er measurement affords the

now can track its online cam-

opportunity to test, optimize

paigns just like large enterprises.

CANVAS P11

Eyeing the Future

Today, there’s no reason to run a digital marketing campaign without some form of measurement.

Now that you understand

You may want to measure

the website. This only leads to

that measuring your marketing

leads from the completion of

confusion, as there’s no distinct

efforts provides the opportuni-

contact forms throughout the

metric for success.

ty to learn what’s working and

site. Tracking newsletter sign-

what’s not, you can spend your

ups or visits to specific pages

budget more efficiently. But a

may be all you need. Ultimately,

Let your website be your guide

solid strategy must be devel-

you have to decide on what you

Now that you have goals in

oped to address all of the data

should be looking at to mea-

place and you’re able to see

you’ll generate. Once you’ve

sure success. It’s unique to each

conversion rates, conversion

implemented and set up the

business as what’s important to

volume and other trends, it’s

tool, you must decide what

one company may not be useful

time to start thinking about

you’ll be tracking. This can be

to another. Often, companies

how to optimize the activity on

as obvious as sales and rev-

have too many goals and try to

the site. This can be the adver-

enue for an e-commerce site.

measure every action taken on

tising channel used to draw in

P12 CANVAS january 2013

Eyeing the Future

traffic, the content on your site

It’s this type of information

selection and testing to see

or the structure of your sales

that can prove invaluable to

which drive the highest conver-

funnel (checkout process, con-

your overall marketing strat-

sions and which are dragging

tact forms, etc.). It’s time to

egy and campaign manage-

down your results.

start looking a few levels deep-

ment. Data can determine the

Review the site from a usabil-

er at the data to determine

best channels to advertise on,

ity perspective and test differ-

the underlying cause of what

the content you should use

ent configurations of images,

you’re observing.

on your site and how you can

text, menu layout, etc. You may

You may find out that the

refine cumbersome processes

find that swapping a generic

website you thought was a

to make them user friendly.

image with a more customized

good target audience for your

Addressing these issues results

one improves your conversion

display ads is not driving any

in higher conversion rates and

rate a percentage point. That

conversions. You may discover

more revenue.

could translate into thousands,

that your site has too many im-

Understanding

and

intelli-

millions or more, depending on

ages and not enough text to

gently using the data collected

explain your product or ser-

from your web analytics tool is

Test different landing pages

vice, causing visitors to leave

an invaluable step to improving

to match the marketing channel

quickly. You may learn that your

results. An additional neces-

driving traffic to them. Custom-

checkout process has too many

sity is testing. You want to test

ize the users’ experience so that

steps and prospective custom-

new ideas and scenarios until

every touch point is relevant

ers abandon their purchases

you find the best combinations.

to their expressed interest and

after only a couple of pages.

This starts by looking at channel

what you want them to buy. Test

P14 CANVAS january 2013

your business.

Eyeing the Future

segments of traffic such as new

collective opportunities for in-

customers versus returning, and

cremental revenues.

mobile versus non-mobile. You

The basis for this conclusion is

have an incredible opportunity

that as digital marketing evolves

to understand how your site visi-

over time, there’s a significant

tors will react to different pieces

cross-channel impact. For exam-

of information in various configu-

ple, social media overlaps organic

rations. Continually testing new

search, paid search and even mo-

versions against previous winners

bile marketing. It’s important to

enables you to increase conver-

take what you learn about mes-

sion rates and results over time.

saging, target audience, conversion rates, offer receptivity, and

Ahead of the curve

Understanding and intelligently using the data collected from your web analytics tool is an invaluable step to improving results.

Now let’s shift the conversa-

An easy example would be

tion to those companies that

trending topics on Twitter that can

already have embraced web

be used to develop paid search

analytics and have been mea-

campaigns. Effective display ad

suring their marketing results

messaging can be used for email

for some time. Often, these

marketing. Highly searched organic

companies miss out on poten-

keywords can be added to paid

tial revenue for another rea-

search campaigns, etc. There are

son: lack of data sharing. We

many ways to leverage this data

call this phenomenon – Digital

to improve overall performance,

Data Deception or DDD.

but if each channel is managed in a

This situation exists when a

silo, the opportunity is lost.

company uses several specialized

The most compelling argument

agencies to manage its market-

comes from the analytics tools

ing efforts. The rationale is that

themselves. In the past, marketers

if they select agencies that are

have focused on the last click con-

each experts in a single discipline,

version methods. Simply meaning

they’ll get the

that although a conversion can go

best results.

through several touch points (or

While not im-

channels), the credit was given

possible, it’s un-

solely to the last channel shown

likely. The main

by analytics. Most experts agree

issue is that these

that the last click meth-

agencies

in

od completely ignores

silos and don’t share

the work done to get to

what they’ve learned

that point.

operate

with the others. It

P16 CANVAS january 2013

apply them to other channels.

As we’ve seen in cli-

creates a scenario where you

ent reports, there are a signifi-

have well managed campaigns,

cant number of instances where

separately, but you miss out on

conversions are “touched” by

It’s important to take what you learn about messaging, target audience, conversion rates, offer receptivity, and apply them to other channels. several channels prior to the

ing and lack of visibility of how

With the right report, you can

final click. We use this informa-

it fits into the sales process.

easily see how, and how often,

tion to understand how other

What we’ve often found is that

social media plays a role in a

channels

this

while social media doesn’t di-

website’s conversion. This is

process and how we can take

rectly garner the conversions,

the greatest opportunity com-

advantage of our findings to

it often helps create the inter-

panies have to improve their

improve results.

est that drives a user back to

marketing results. It’s time to

For example, social media of-

the website through another

stop thinking about channels

ten is declared ineffective be-

channel such as search or di-

separately and start consider-

cause of the difficulty in track-

rectly typing the URL.

ing their collective prowess.

contribute

to

Mark Simmons has been a digital marketing professional for more than a decade. Prior to co-founding his own agency, Simmons gained experience working for leading New York City agencies. His client roster includes SAP, the Four Seasons Hotels and the Wharton School of Business. You can connect with him on LinkedIn or Twitter @markfsimmons.

All for

ne...

O Everything to everyone is nothing to

By Greg Coticchia no one

I

had a meeting a few years ago with a

In our initial meeting, I asked

highly successful businessperson. She

her a simple, but important ques-

had started a for-profit trade organiza-

Too many times, we either

tion that had grown into a $5 million business. She was stuck at this level of

success. But she desperately wanted to grow her business. She felt like she had more to

tion: “Who is your customer?” overlook this question or think that we know the answer.

When I ask a company CEO this question, he often says that it’s a Fortune 500 or Global 2000 executive.

sell her members – services such as books, training, online courses, etc. She asked me to review her business and see what I would do.

P18 CANVAS january 2013

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In addition to business-focused underwriting, your application is evaluated in hours, rather than weeks, and your business is given choices about repayment methods and terms. This all may seem logical to you, but it’s news to our competitors.

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All for One...

If you can identify whom you sell to and why, you can build the right features into your product.

Knowing the and Forbes, respectively. These are not customers. When I review whom and why The Fortune 500 and Global 2000 are lists, compiled by Fortune

your customers, I want to see specifics such as titles and related de-

While

market

segmentation

mographics (think age, gender, income level, likes, dislikes, favorite

sounds more fluffy than aca-

movies, songs, magazines, restaurants, etc.). Who is the person who

demic, it’s critical to building a

inhabits that role? You have to know who they are.

successful company. You must

This is important in both the B2B and B2C worlds. As with most

know whom you sell to and why.

B2B sales, it’s a complex one. Different people in different roles play

Take a look at how Wikipedia

different parts in the buying decision. The goal is to know them all.

defines the “oracle of knowledge:” “While there may be theoretically ‘ideal’ market segments, in reality, every organization engaged in a market will develop different ways of imagining market segments, and create product differentiation strategies to exploit these segments. The market segmentation and corresponding product differentiation strategy can give a firm a temporary commercial advantage. Most market segmentations are the techniques used to attract the right customer.”

If you can identify whom you sell to and why, you can build the right features into your product. In today’s world, it often is referred to as “use cases”

P20 CANVAS january 2013

and “personas.” You can create

many parts of your business

the right elements of the service

strategy and execution, you

you sliver. You can understand

need to learn to say “no.”

the pricing you can obtain. You

Even people in your tar-

can define the sales process,

get market are not going to

and describe the issues and

buy your products or services.

benefits that will meet the vari-

They may choose to buy your

ous buyers you care about.

competition. They may choose

In the complex B2B buying

to do things the way they do

cycles, this can be a different

them today. Or they may take

buyer. With different needs

the apathy route and not do

you must understand them

anything. Not everyone is a

all. You must create a “Venn

buyer (think back to the client I

diagram,” which is where the

mentioned at the beginning of

needs overlap.

this story).

Thinking that everyone needs your product or service is like

So, how do you decide who your customer is?

thinking you have no competi-

Look at your current customers.

tion — it’s naïve. Worse yet, it

What are their patterns? What

can damage your business. Like

do they share in terms of size of

All for One...

Different people in different roles play different parts in the buying decision. The goal is to know them all.

company (think number of em-

This list may include the

It’s your job to understand

ployees and revenues), charac-

user buyer – he will use your

the different titles you sell to

teristics of their business, who

product; coach buyer – he can

and match them with these

brings in the most business?

help you get through the pro-

different roles.

cess of the purchase, under-

Typically, the biggest mis-

Your products and services give you other clues

stand the players and literally

take I’ve seen in sales is that

champion your sale; the eco-

the prospect with the most

nomic or financial buyer – he

pain is the “user buyer.” The

Write out a list of each feature

holds the purse strings; the

sale never goes anywhere be-

of your product or service. Next

technical buyer – he’s going

cause he won’t take you to

to each feature, list the benefits

to screen requests for pro-

the person who can champion

each provides (and the benefits

posals, evaluate the technical

the buy. This leads to dead

of those benefits). Once you list

suitability and compare your

ends, which leads to blaming

your benefits, make a list of peo-

proposal to your competitors.

the marketing department for

ple who have a need for them.

P22 CANVAS january 2013

There may be more buyers.

generating lousy leads.

All for One...

Thinking that everyone needs your product or service is like thinking you have no competition – it’s naïve.

I experienced this first hand

To do market segmentation,

at eBillingHub, where I served

you can use demographics

as founder and CEO. What you

and psychographics, among

find is that sometimes the only

other methods. Market seg-

lead is the salesperson. At eBill-

ments have three rules: They

ing, the person who had the

must be identifiable, acces-

problem typically was a billing

sible and substantial.

administrator who didn’t want

Identifiable members of mar-

to tell anybody he couldn’t get

ket segments can be enumer-

the bills out or that there were

ated and evaluated. Accessi-

mistakes or issues.

bility means that members of

A great method for focus-

a market can be reached or

ing on these various roles and

impacted by some directed

aligning the sales messaging

marketing activity. Substan-

comes from Customer Centric

tial means promising sufficient

Selling and its Solution Devel-

business to justify the efforts

opment Prompter.

to serve it.

This brings me back to the client I mentioned at the beginning. She ran a trade organization that helps people who manage IT assets for businesses.

“Who is your customer?”

I asked.

“Anyone with a PC,” she responded.

Wow. The key thing to remember is that everyone is not your market.

Greg Coticchia is an award-winning technology executive with more than 25 years of experience in high tech products and services. Recently, as CEO and co-founder of eBillingHub, he grew the company from inception to establishing it in a leading market position that led to its sale to Thomson Reuters. He currently teaches both business-to-business marketing and entrepreneurial leadership at the University of Pittsburgh’s Katz School of Business.

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