5/2/2017 Marketing & Digital Strategy Key Themes • The IIA is entering a dynamic phase in our evolution. – The challenge will be to identify new demand and generate greater levels of engagement and satisfaction from existing members. • Today, our marketing efforts lag behind best practices. – The consumer landscape has become complex, with pervasive content. – Traditional communication tactics have decreased effectiveness. – We risk falling behind as our members expect more intuitive interactions and competitors meet their demands. • Over the next three years, marketing is focused on consumer-centricity: – Know Me: Develop deeper audience understanding and digital capabilities – Be Relevant to Me: Integrated campaign approach that positions our products and brand in terms of consumer needs 2 1
5/2/2017 The Consumer Landscape • Consumers are in control of the relationship: – Experiencing exponential growth in the number of choices available to them – Easy access to abundant, free content – Attention spans have shortened dramatically – Accustomed to intuitive, easy to digest information – They expect us to know them and predict their needs – Entertainment is customary, even when seeking knowledge – They are more globally connected than ever before Marketing Focus: Consumer-Centricity “Know Me” Expand Digital Drive Audience Understanding Capabilities Strategies work together to create customized consumer experience and drive effectiveness Integrated Campaign Brand Presence Approach “Be Relevant to Me” 4 2
5/2/2017 Three Year Approach 2018: 2017: 2019: Implement Focus on Expand Reach Solutions Fundamentals Launch website Digital capabilities Determine priorities Drive new demand Website redesign Link messages for the Identify insights and consumer Building business apply to communication intelligence functionality Plan for digital approach transformation Know Me: Audience Understanding • Currently at the foundational stage, establishing the groundwork for BI capabilities. – Enterprise-wide view of data that fosters transformation of insights into action. – Develop deeper understanding of audience behaviors and needs, to create audience segments. • The focus is on the systems and processes which will close the loop in our audience understanding. – Tracking: how we are performing – Reporting: sharing across the organization – Analysis: developing insights, focus on action – Research: annual plans, segmentation study 3
5/2/2017 Know Me: Our Digital Footprint • The backbone of marketing digital efforts are technology activities developed in close collaboration with IT. – Central data repository – System integration – Consumer tracking – Greater automation Know Me: Our Digital Footprint • Digital activities will be built on these capabilities to better understand the consumer and serve up relevant content. – Website redesign: intuitive, customized, responsive – Search: ensure our message appears when the consumer is searching – Retargeting: recontact strategy – Lead generation: building the database – Email strategy: fewer, customized based on behavior, topic driven, nurture approach 4
5/2/2017 Website Redesign This will be an 18 month project from origination through launch. 2017 2018 Developing Project Plan 2019 Site Architecture & Functionality - Strategy: vision for site - User experience Launch - Consumer research - Content auditing - Beta site, site launch - Detailed requirements - Concept development planning with IT - Content maintenance - Development and - RFP, agency selection - Training programming - Governance - Q/A, testing Confidential Be Relevant to Me: Integrated Messaging • Determining key priorities and the consumer journey. • Evolving from product-centric, individual tactics to campaigns. – Targeted to the audience – Written in terms of consumer benefit – Emphasize and reinforce the highest priorities – Connect the dots between our products – Nurture the relationship, not just about the immediate purchase 5
5/2/2017 Thank You 6
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