HiMA December Workshop: Digital Marketing Key Indicator Trends & Benchmarks


It’s a silly statement, you would think
everyone knows it, but I keep hearing people, when they talk to me about marketing budgets,
saying “Well, our customer’s not online.” Everybody’s online. That said, that number
up there, 85 percent, the only people left not online are people who say “I’m too
old to learn it,” they’re too poor to have access to it; they’re all online. So,
if you have somebody who is saying we still want to keep most of our budget off of line,
please remind them that everybody is online. One of the things when I talk to people about
strategy, before I get into this, is we really want people to think about the benchmarking
idea. Where are you right now? and assessing where you are. How many of you have looked
at each of your online marketing programs, or all of your marketing programs, in the
last year and said “how did each of these different channels perform for me?” Everybody?
Nobody? As part of your 2013 planning, you should be looking and saying, “Well I invested
money here, or in the world of social media, I invested time here.” Or in any program,
you have an option to spend time on X or Y and if you’re not saying “Well I spent
40 hours on this and it yielded nothing” or “I spent half my year doing this and
I got no benefit from it,” you should be doing a planning process on how you’re going
to allocate next year’s budget. I think in interactive marketing we have “shiny
object syndrome.” “Shiny object syndrome” is to me “hey this new thing came out and
everyone else has it so I’m going to get it.” You don’t have to have everything
everyone else has. You need to be thinking about what your goals are, what your demographics
are and what’s going on. One of the reasons I say your customer demographics matter, and
the reason I provided the Pew Internet Foundation study on who’s on each of the top 5 major
social media platforms is they vary dramatically. You look at the difference between the demographics
of a Pinterest versus a Google+ or any of them or Instagram. There’s a tremendous
variance of household income, where they live: suburban, urban. If you know who your customer
is, you can choose the right channels. If you know what customer you’re targeting,
you can choose the right channels. So I’m going to stop that right there, that strategy
is important. These are what I call, this is my “continual
surprise wheel”; these are the things I think are the basics in digital marketing.
So really I don’t need to go through them but I’m constantly amazed at people who
don’t have these in their world, so right now I find concise nuclear website, content
strategy and all those things most people say “Okay, we’ve been thinking about that,
we’ve been doing that.” I have clients who won’t put mobile websites in their budget,
or a dynamic website that size is based on the platform. Right now, we have 46 percent
of the American population on smartphones. After this holiday season, with all the shopping
that’s being done, we will cross 50 percent of America on smartphones by January 2012.
If you haven’t built a dynamic site that says “hey this person is on a mobile phone,
let me just give them the information they’re most likely to want,” you’re really missing
out on that trend. I’m going to talk more about mobile as we go through but I do find
that if you don’t have these things in place, don’t start looking at the next shiny object.
Sort out where you are because there’s always a new shiny object.
Alright, this one is from Pew Research, and you will hear me quote Pew a lot. I find that
industry statistics typically are run, the research is done, by the company who wants
you to use their product. I typically try to find individuals or corporations, or I
guess organizations, that are doing it mainly for the tracking of what’s going on to find
out the true data. If I, no offense to anyone who runs these kind of survey, and your goal
is to find out that we want all of America to take this pharmaceutical, you’re going
to find out a way to make that survey result come out in your favor. We’re marketers.
We know that, so as you’re looking at data online consider the same thing, consider your
source. But Pew Internet Foundation, as of today, as of this day and age, fifty-six percent
of Americans, the first thing they do is go to a search engine when they’re making a
buying decision, fifty six percent. They’re not watching television, they’re not looking
at a print ad, they’re not looking at a book. 56 percent of Americans the first thing
they do is go online and look at a search engine. The higher the income, the more important,
because that happens. So let’s talk about that. 56 percent of America, they’re making
a shopping decision, they go online. Google is only going to be 15 years old in 2013.
I bet every person in this room can remember where they were 15 years ago. Do you remember
what you were saying before you said “I can Google that”? Do you remember what your
life was like when you were trying to find information? Do you think that’s an amazing
thought, that it’s only 15 years old? Did anybody think it’s older than that, younger
than that? I mean… [I used to go to the library] You used to
go to the library, ah, you’re my hero and like look up the little data cards.
Do you want to be even more amazed? And I find this amazing, how many of you have shopped
at Amazon this holiday season? Jeff Bezos founded Amazon in 1994, when only 13 percent
of Americans were online. That is a long range vision and that is a long range investor group
who is making a fortune off of their long term planning. They looked at and said “this
is coming.” Alright one of the reason again I’m giving
y’all, I’m looking at you as marketers and saying you’re planning your budgets
and you have somebody saying, “Well, we still want to do a bunch of print magazines
and we want to do a mix,” I’m a very big proponent of online for being able to reach
people in buying mode and helping to spread your brand. This chart right here actually
shows that as of June of this year spending on Google, search only, not online ads, not
banner ads, topped out all spending on newspaper and magazines in the United States. Google
took in 20 billion dollars in the first six months of 2012, versus 19 million in newspaper
and print. Alright, so keep going, we’ve got to keep
moving through this. Stop procrastinating on mobile. How many people have mobile sites?
Don’t want to embarrass people, how many of you have not even, how many of you have
started thinking of dynamic technology so that you don’t have to have a mobile site
and a version? If you don’t know what that means I’m sure somebody at the mobile table
will explain it to you. What percentage of website views do you think nationally are
done via mobile phone? Let’s throw some numbers, anybody?
[40, 2.6 billion] It is currently lower than you think, fifteen
to twenty percent of mobile views across sites are on. If you are a restaurant, anybody here
work for a restaurant? No? Fifty percent of your website views will come from a mobile
phone. If you don’t know your Google analytics or your analytics package, if you use a media
analytics program, if you don’t know that data and you don’t have it built to your
mobile site you can build a mobile site for very little cost. You haven’t done it and
you’re losing all the people and you haven’t looked at your analytics and said “oh”…
I had a client recently that I was like you have twenty seven percent of your views are
coming mobile and you won’t spend 1,500 dollars to just build a version of your site
mobile. 27 percent of your views. That’s a huge part of your audience that’s going
to bounce because you haven’t built that mobile site.
Tablets, oh, get” index finger friendly” is what I got to tell you. The tablet sales
projections for this Christmas, who’s getting one? Who’s asked Santa for a tablet of some
variety or nature to replace something they’ve only had for two years anyway? We’re expected
to hit 133 million tablets by 2015. 133 million users sitting around, and one of the things
that means is also to your website, I call it “index finger friendly.” If you’re
talking to someone on an iPhone, you’re talking to somebody on a tablet If your touch
buttons, your clicks and your URLs are not at least 40 pixels by 40 pixels, the average
American finger has to be able to click easily or they’re going to end up clicking the
wrong place, they’ll click cancel when they meant to click accept. If you’re not “index
finger friendly,” now is the time. Onward, so I just told you the facts but this
is actually the screen size data, how it is by age. So again, you can look at your audience
and say well my customers are this age range but learn your demographics and recognize
these things matter, especially if you have a younger demographic if you’re not really
thinking about mobile sites and “index finger friendly” sites, start changing your thinking.
These are random infographics for your boss as I call them, so when your boss says “We
don’t need to build a mobile site.” Percent of adults who own a smartphone: we’re at
45, by January 0f 2013, we are going to cross 50. If you are looking for a high income household,
68 percent over 75,000 dollars have smartphone in their house and that’s not even really
high income if you ask people who are doing the fiscal cliff.
Alright, this last subject, or not even last, Review sites matter. How many of you are paying
attention to your online reputation management? Looking at your reviews, paying attention,
“Hey, I like it!” This is a stupid statistic but it’s true. Are you ready? First one,
72 percent of Americans weigh the value of an online review of someone they don’t know
as highly valuable as a personal recommendation from someone who’s their friend. 72 percent.
That is expected to change in the next five years but as a marketer I would take advantage
of it, I would make sure that people could make comments. If you think about the fact
that right now everybody sees the comments and it’s new still, kind of thinking wise
but if you can see that on your ecommerce site hey so and so liked this and that has
much impact as their best friend saying they liked it, why aren’t you showing those reviews?
Why aren’t you harvesting those reviews and encouraging it? Number of reviews matter.
I was having a great conversation with Brian and Dave from Content Active before and we
were talking about really encouraging more reviews. If you go to Yelp and you see a restaurant
and it has 5 stars, but it only has two reviews, is that as valuable as a restaurant that has
560 reviews but maybe 4 stars? Which review system do you take? Are you encouraging reviews?
Do your marketing materials say “review your experience”? Are you sending a follow-up
email saying “hey, you had a really good customer experience, review us on this site.
If you didn’t, let me know so I can fix it for you.” In B2B that works, I mean you
can do it in B2B and I’ll give you an example from Yelp. A half star review difference on
Yelp, a half star, yields 20 percent, actually 19, 19 percent more reservations for a restaurant.
So if you start thinking about that statistic carried out, those positive reviews are impacting
restaurant reservations at that level, they’re having the same effect on your business and
if you’re only letting the negative reviews be out there and you’re not encouraging
happy customers to talk about you, and the angry people are always going to go online
and talk about you. They will, they’re angry, they want to tell somebody their story. You
have to encourage your happy people. They review to everybody. Alright, how many of
you have video on your website? How many of you are using video channels to promote your
message? Ok everybody else, start creating video. Now! One of the things I tell people,
YouTube is the second largest search engine, right behind Google, owned by Google. Google
has a billion dollars, billions of dollars sitting in a bank investing money in developing
YouTube. Americans are going to leave cable. They’re leaving it in droves and they are
going to get all of their televisions and content online. Comcast has created a program
called Houston’s Voice. They’re actually trying to figure out how do they get people
to watch their content online. People are going online and if YouTube is spending, if
Google is investing all that money in YouTube to make it dominant video, it’s having a
huge impact on search. If you are not creating videos and you are not using closed-captioning
tools, all the different things you can do to help your video be searchable, really reconsider
that. Americans, I always use the analogy “are there more book stores being built
or more electronic stores being built?” Americans don’t like to read, we’re not
going to keep reading, If you can give it to them in video format and you can do all
the right search engine optimization pieces you can get there and do it. By the way, video,
5 times greater retention, if I read it versus watch it I’m going to remember it. It has
a bigger impact on the brand, I’ll remember what the brand looks like. You don’t have
to have a huge television budget, you can do it with video. It’s great.
Peer recommendations are powerful. Again you go to that argument 72 percent the value is
just as much, if you go through the concept of you actually get customers to say “hey
this is the best company I can work with they’ve made my life beautiful”. Don’t you think
that’s going to help you, isn’t that easier than going to a customer and saying, “let
me tell you how wonderful we are”? I’d be more comfortable saying here watch this
video and let my customer tell you that they think I’m wonderful.
Alright, stats to back that up. I don’t even have to read this, y’all will get this
deck from HiMA, but they are, they’re actually watching longer format video, people are watching
more on their web phones, they will sit and watch phone videos longer, so if they’re
sitting somewhere bored, they will actually spend more time watching you but it’s also
because the younger generation is no longer going to their cable box. They are going to
Hulu, they’re going to Vimeo…they are going to user generated user content and they
are watching it just as much as we grew up watching our television. And by younger generation,
I really, there’s a couple of you that really fit into this category, but under 25, I look
in the room and I’m like “under 25.” And now my CRM people whoever is watching
the CRM table, email is not dead. We keep hearing that email is dead, it’s not. 94
percent of Americans check email daily. So you say well I’m using my social media channels.
People who use social media are 60 percent more likely to check their email at least
4 times a day so they haven’t said, oh I’m using social media or I’m using texting
and I’m not going to check email. I see a lot of companies abandoning their email
strategy. One of the things I also tell people, my average open rate on my email campaigns
is still around 18 to 23 percent depending on the client. So I’ve got an open rate.
Facebook tells you point blank you’re only going to get 17 percent of your fans to see
the message when you post it. I can either target 18 to 23 percent of the people, or
I can target 17 on Facebook, and honestly even if you delete somebody’s message on
your phone or in your email inbox did you get a brand impression? Email’s not dead.
Don’t give it up. Don’t let it walk away, you have to make them all work together. You
do have to improve your email campaigns, you want to incorporate your content from social,
again people, 72 percent of people think if someone else says its great it must be great.
So if you have a wonderful user review that someone sent in on Facebook or Twitter or
a picture someone sent in incorporate it into your email.


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