What is interesting is that the top 2 challenges are related to the interpretation of data - not the collection of data.
We have finally turned the corner on the basic blocking and tackling of data consolidation through technology and processes, and now the most important challenges are focused on how to effectively use the analytics for improved decision making. It has taken a long time to get to this point, but it is encouraging to see that 42% of respondents stated that acting on data to improve marketing performance was their #1 challenge, followed by combining data from multiple sources to draw correlations and make predictions (41%).
Integrating systems and siloed data finally has fallen to the bottom as most marketers have the technology and tools to do this process, now we have to do the hard part and make the data talk to us, guide us, and give us insights.
Marketing Research Chart: Marketing analytics challenges | MarketingSherpa
Tuesday, April 23, 2013
Saturday, March 16, 2013
Stanford gets Schooled on Content Marketing
On
March 14 I participated in the Direct Marketing Day @ Your Desk
Virtual Conference. During my virtual session, I shared how Stanford University’s content management strategies have increased the global particpation in their Executive Education programs, and improved the performance of push, pull and engagement communications. Some of the key messages from this presentation follow.
The Stanford Graduate School of Business is recognized as one of the leading business schools in the world.
Their Executive Education programs are also world ranked for attracting
established business leaders to its leadership and management programs. With a
mission to recruit senior-level executives into their landmark Executive
Education programs in the U.S., and to build the brand outside the United
States, the school developed a content marketing strategy that combined highly
personalized content delivery and multichannel marketing to both nurture leads
and drive conversions.
Why Content Marketing?
Content marketing has
become essential in 2013 as buyers demand more personalized, uniquely relevant content. Between
search engines, social networks and peer reviews, there’s a wealth of content
available to customers and prospects who are trying to make buying decisions.
The result is that in both the B2B and B2C worlds, buyers are typically much
further down the buyer cycle by the time they begin interacting with businesses
directly. In fact, according to Pardot, an Exact Target company, 70% of marketingleads are abandoned by sales, but 43% end up buying in 13 months.
Marketers have found that content can increase likelihood that
they buy from you! By providing educational content across the entire buying
life cycle, and providing a seamless dialogue from first touch to initial sale
to loyal advocate Stanford has been able to increase both engagement and
conversion of their target audience. Their quality cross-media content is the
foundation of their 2013 marketing campaign.
Top 5 Take Aways
Through vigorous testing and a disciple approach to their
communications, Stanford has learned:
1. Effective use of embedded videos in push communications is highly
effective in developing engagement, but it is important testing the placement
and length of the videos for maximum impact.
2.
Webinars
are effective for lead generation as long as the webinar content is timely,
relevant and related to the Call-to-action.
3.
Knowledge
content such as white papers and research need to be fresh and current at all
times and is best used in the early stages of the buying cycle.
4.
Older
or static content should be made available as a call-to-action in the middle of
the buying cycle. This content would also be excellent for building your
prospect databases.
5.
Incorporating
progressive profiling decreases abandon rates on your website and landing
pages. Starting with a limited number of qualification questions upfront is
best, and progressive profiling is tied to behavior and interaction.
Sunday, December 23, 2012
Final Edit Boys Town Image Video
BOYSTOWN
Focus:
This
will be an image video placed on Facebook that highlights the comprehensive
continuum of care that is provided by Boys Town across the nation for at risk
young men and women. By highlighting these extensive
programs they can tell the story of how they not only help educate boys and
girls, but they also provide a much needed alternative to the nation’s
fragmented and overburdened child- and family-care system.
“Right now, in communities throughout the country, hundreds of
thousands of children are living in fear, seeking guidance and in desperate
need of compassion. Powerful forces are also at work tearing at the fabric of
our families. Wherever these children and families are hurting, Boys Town is
helping” (www.boystown.org).
According to the Boys Town website, their mission is to reunite kids with their families, find foster homes for others, provide a Boys Town family for those with nowhere else to turn, and finally, help these youth in their own homes where they can remain together as families. Boys Town is so closely identified with Father Flanagan and the home in Nebraska that most of their donors are not aware of the other services they offer that go beyond this stage of life. They have a unique Integrated Continuum of CareSM that is unique, but awareness seems to end at their intensive residential treatment centers. In addition to this aspect of their cause, the Integrated Continuum offers these additional levels of care:
Audience:
Boys Town is heavily supported
and dependent on individual donations from Middle America. These grandmothers
are 70+ years old, support multiple social causes, are active in their church
and are mostly catholic. Their songbird is that they feel strongly in making a
difference in the lives of young boys by providing a Christian based lifestyle
and education that sets them on the right path in life. They are traditional, nostalgic, and represent the silent generation’s values. These traditionalists grew up during lean times and are civic-minded and loyal to their country. Raised in a paternalistic environment, they were taught to respect authority and believe that philanthropy is important to leading a fulfilled life. While they are less technologically adept than younger generations, they are very active on Facebook. These grandmas have embraced the social network to stay in touch with their grandchildren and extended families, and spend a considerable amount of time on the network. The chart below from emarketer shows the adoption rate of social networks by age:
Content Points:
- Boys Town’s Continuum of Care may start with the children, but they care for the whole family
- Family reunification is always the ultimate goal.
- Boys Town is also committed to fundamental values such as safety, permanency and well-being; family engagement; and religion and faith.
Boys Town Continuum of Care
Shooting Script
2 minute video
|
|
Video
|
Audio
|
|
1.
|
Back
alley with a garbage can fire keeping a small group of homeless teenagers
warm. They are smoking and have no coats.
|
(VO:
middle aged, Caucasian man’s voice) “Our nation suffers from a fragmented and
overburdened child and family care system”.
|
|
2.
|
Picture
of Boys Town Campus with kids sitting in a residential home’s living room
relaxing.
|
(VO)
“But for almost 100 years, Boys Town has been working to change the way
America cares for children, families and communities.”
|
|
3.
|
Black
and White portrait of Father Flanagan
|
(VO: man in the voice of Father Flanagan)
“The poor, innocent, unfortunate little children belong to
us, and it is our problem to give them every chance to develop into good men
and good women.”
|
|
4.
|
Image
of Father Flanagan fades and is replaced by old B&W photograph of
children at Boys Town
|
(VO) “Father Flanagan founded Boys Town in Omaha,
Nebraska as a home for boys of all races and
creeds.”
|
|
5.
|
Image
of the old B&W children blended with the modern smiling African American
family.
|
(VO) “It's amazing to see how his dream has grown from
helping orphaned boys to providing care for the
entire family. Care that instills Boys Town values that strengthen body, mind
and spirit.”
|
|
6.
|
(MS) Boys sitting in a residential home doing homework and helping
each other.
|
(VO: Boys Town teacher Tony) “Some of these
children have never had a sense of belonging, and they leave here knowing
that they are a part of a community, a community that will be there for them
through their lives.”
|
|
7.
|
(MS) Boys interacting, throwing football with Tony on a fall day
with colored leaves and trees
|
(VO: Tony) “Boys Town gives them a sense of
pride and a safe environment, but there is so much more to Boys Town once
they leave.”
|
|
8.
|
Cut to statistical slide on families
|
(VO) “Sometimes caring isn’t enough.”
|
|
9.
|
(MS) A group of 4 children aged 10 – 16 in a residential home
kitchen with home parents making a meal, laughing and interacting.
|
(VO: Boys Town Social Services Director)
“Sometimes the whole family is hurting, and the whole family needs help. We
help parents with coping skills and parenting skills. And sometimes we have
to help the brothers and sisters to understand how to reconnect as a family when
one of their siblings comes home.”
|
|
10.
|
Family with husband, wife, 2 children (one is
Tyler) sitting on the veranda drinking iced tea.
|
(VO: Mom) “I used to get so angry and frustrated I just
didn’t know how to cope. Boys Town taught me that I was not alone, and lots
of people get overwhelmed. They worked with me and Bob to deal better with
life and with my problems. And they showed me how my attitude and our constant
fighting were really bad for Tyler and that is why he ran away.”
|
|
11.
|
CS Shot of Tyler, smiling, looking relaxed.
|
(VO:
Tyler) “I never thought I had a chance in life, but now I don’t ever want to
go back to the street. Someday I want to have my own family that I can look
after. Now I believe in second chances. Boys Town gave me and my family a second
chance and I won’t let them down”.
|
|
12.
|
Boys Town Logo.
|
(VO) “Children and families of
all races and creeds find support at Boys Town because, as Father Flanagan
said, we are all brothers and sisters.”
|
|
13.
|
Fade in
|
(VO) “Help us keep
the dream alive.”
|
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