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With Jim Collins

Best-selling author of Good to Great

With Jack Welch

Former CEO of General Electric and best-selling author

With Patrick Lencioni

Best-selling author of the Five Dysfunctions of a Team and other leading management books.

George Levy featured in Computer World magazine.

George Levy Speaking at World Innovation Forum

With Miguel Bose

International Spanish music superstar

With Calvin Klein

Fashion designer and CEO – Creator of one of the world’s leading fashion empires.

Measure Digital Marketing ROILet me ask you a question… Do YOU measure digital marketing ROI?

More importantly – do you know why it’s essential that you should?

What You Measure, Improves.

Peter Drucker, often referred to as the founder of modern management, once said “What you measure, improves.”

When it comes to digital marketing in a business sense, the main objective is to achieve “Positive ROI” – but if you’re not able to measure digital marketing ROI — you can’t determine if you are being successful or simply wasting your time and resources.

Why I Learned to Measure Digital Marketing ROI

Whenever I start working on a new digital marketing campaign, the first thing I start with is establishing how I will measure digital marketing ROI for that campaign.

Without being able to measure the return on the investment made, there is simply no way to track what’s going on and optimize the campaign until it actually works.

Great Digital Marketing Campaigns Are Not Born – They Are Made.

As a digital marketer having managed and invested millions of dollars on different marketing campaigns, and having to produce results from those investments, one of the most valuable things I have learned over the years is that practically all digital marketing campaigns start at a loss.

There is no shame in that, even the best of the best digital marketers begin most digital marketing campaigns at a loss until they find out what works.

Then once they figure the campaign out and know what is producing positive results, they scale the campaign up and profit from their efforts.

At that point, the more money invested – the bigger the return they get.

The Importance of “Buying Data.”

When a digital marketing campaign is first launched, the initial stages are all about “buying data” rather than generating positive business results.

This is why I always begin every campaign by establishing how I will measure digital marketing ROI for that campaign.

The whole goal of any marketing campaign is to drive positive ROI.

If you do not find a way to track and measure that ROI, you’re simply wasting your time and resources.

Do YOU measure digital marketing ROI in your campaigns? What ideas and strategies have you learned about measuring digital marketing ROI and how are you implementing them?

Let me know in the comments!

 

ROCKS Digital Marketing FrameworkLet me begin this post by sharing with you a powerful lesson on how to increase sales which I learned from legendary marketing savant Jay Abraham.

There are really only three ways to increase sales:

  • 1. Find new customers to sell to.
  • 2. Sell more times to the customers you already have.
  • 3. Sell a larger total ticket amount each time you make a sale.

 


That’s it… Really.


In other words, any sales strategy or marketing campaign you develop to increase sales must accomplish one or more of those three things.

Enter Digital Marketing ROCKS

After years of having run repeatedly through the same process of designing and running digital marketing campaigns for products and services of all shapes and sizes, I analyzed how those three sales variables kept showing up at certain stages of the sales process. In other words – I began to see the pattern of what worked and what didn’t.

Armed with that knowledge of what made for a successful/profitable digital marketing campaign, I developed the “ROCKS Digital Marketing framework”.

Let me explain…

ROCKS is a simple five letter Mnemonic device describing the steps needed to increase sales in any digital marketing campaign.

The steps to be taken in order are:

  1. R. REACH New Potential Customers
  2. O. OBTAIN Contact Information and Permission to Market to Them
  3. C. CLOSE the First Sale
  4. K. KEEP Adding Value and Selling to the Customer
  5. S. SHARE and Tell Others


Increase sales

 

 
Following the “ROCKS” 5 step framework lays out the path that potential customers will take through the sales sequence, and keeps the customer coming back beyond that initial transaction to touch upon all three ways that maximize sales.

In other words, it’s a “Spinning Wheel” designed to increase sales, which once set in motion will be performed automatically by your website or digital presence (this includes mobile sites and apps as well.)

What is so different about this 5 step sales sequence?

The ROCKS 5 step sequence takes a different sales approach and presents a shift in mindset from the typical approach of 1) contacting a customer and 2) trying to sell to them right from the start.


Selling to Strangers is Tough…

Many marketing campaigns I come across expect to drive new prospects directly to a sales offer page or to the sales page in a shopping cart where they are asked to purchase a product.

This approach rarely works as it ignores the fact that upon first contact, the prospect knows very little (if anything) about you or your product. Beyond that, he or she probably doesn’t trust you, couldn’t care less about your sales offer, and the last thing on his or her mind is to open up their wallet and give you their hard earned money.

Instead:

By following the ROCKS process, your marketing efforts are designed to REACH new customers, which you then OBTAIN contact information from and the permission to establish a regular communication with.

You achieve that by offering them something of value for FREE in exchange. It can be a downloadable report, a trial version (think limited-time trials for software), request a DVD or CD with information (think of those TV ads where they show a website and invite you to request your “Free DVD and Information Kit), the possibilities are endless…

After you have obtained permission from the prospect to contact them, you provide them with valuable information and offers until you CLOSE the first sale. At that moment, your prospect becomes a customer – but the process doesn’t end there.

After that initial transaction you KEEP in contact with and selling to the customer. (This is where marketing automation and Customer Relationship Management (CRM) processes and tools truly shine.)

You then find ways to get those new customer to help you SHARE the offer to more customers (ie. drive referrals/Invite a friend, etc.)

Which in turn refers you more new prospects which you REACH – and the cycle repeats itself.

Adding ROCKS to your Digital Marketing.

Here’s a tip you can use right away.

Take a look at one of your digital marketing campaigns and see if you have all 5 steps of the ROCKS Digital Marketing framework.

  1. R. REACH New Potential Customers
  2. O. OBTAIN Contact Information and Permission to Market to Them
  3. C. CLOSE the First Sale
  4. K. KEEP Adding Value and Selling to the Customer
  5. S. SHARE and Tell Others

If you happen to miss any of the 5 steps, think about how you could incorporate it into the sales process. Then, either modify the campaign or launch a second campaign with all 5 steps and compare the results A to B.

Come back here and let me know about the before-and-after results. I know you’ll have something to say!

Google Local PackFor many local business owners, Google search and the “Google Local Pack” are two of the most important drivers of new customers.


The Power of Local Search Engine Marketing

If you are not familiar with Search Engine Marketing (SEM), it is the practice of getting visibility and driving traffic from search engines via both paid (pay per click / sponsored) or free (organic) efforts.

With over 88% of Americans connected to the Internet and over 68% of adults in the United States owning a Smartphone – online search, especially on Google, has become the preferred choice for finding new local businesses.

As a result, smart business owners have been working hard to make sure that their business is listed prominently on Google Local search results.

What this means is that being highly visible on the first page of results on Google Local, or the “Google Local Pack” as it’s commonly referred to, has become an absolute necessity for many business owners (and rapidly becoming even more critical each day.)


Google Local 3-Pack

In a move designed to increase the relevancy of the search results delivered, Google reduced their Google Local Pack search results on August 7th from a maximum total of 7 listings to only 3 results.

Now, in place of the additional previous 4 listings, Google has added new information about the top 3 listings including images, reviews and prices.

You will still be able to view more listings by clicking on the option that says “More places” but the next page of results and all the following pages, show a sea of additional options making it very difficult for any business to truly “stand out”.


Sponsored Listings

In a further business move by Google and to further expand on the power of their Google Adwords program, business owners now have the option to advertise their business as one of the 3 Google Local spots by including it as a paid sponsored placement.

This move effectively reduces the available number of organic/free search results available on which to promote a business to only 2.

What this means is that unless a business owner makes sure to stay up to date with their local SEO and keeps their online presence fully updated according to Google’s standards – they stand to lose one of the most important digital marketing opportunities available to them.


Are You on the Top 3?

Is your business currently listed as one of the top 3 Google Local Pack results?

Or perhaps, was your business previously listed on the top 7 results of the Google Local Pack, and now it has dropped off the first page?

Let me know in the comments below!

Alibaba Singles' DayThe 2016 Alibaba Singles’s Day drove more sales in China during one day than all USA online and mobile sales made during the 5 busiest days of the 2015 Holiday Sale season.

In other words, one day of sales on Alibaba just in China beat out all US eCommerce sales across all retailers in 2015 during Thanksgiving, Black Friday and all the way through Cyber Monday.

To put this into real figures, during this year’s Alibaba Singles’ Day – which took place on Friday, November 11, 2016 – Chinese shoppers spent 120.7 billion yuan ($17.8 Billion USD.) (Source: Alibaba)

By comparison, the 2015 total US online and mobile sales for the five days from Thanksgiving through Cyber Monday rang in at just $11.1 billion USD (Source: Adobe Digital Index.)

Alibaba Singles’ Day – November 11th

November 11th marks Alibaba Singles’ Day, a yearly shopping promotion by Alibaba launched in 2009.

Alibaba Singles’ Day takes place every year on November 11th due to the fact that the 11/11 date is made up of only the number 1.

If you’re not familiar with how Alibaba Singles’s Day plays out, think of the Super Bowl and all the mega production and wild audience excitement around the event…

Now, instead of watching teams play football to score points – the objective is to buy online and to drive more sales. The higher the sales, the more excitement and activity keeps building around the event. Additionally, instead of merely watching the game – the audience (ie. customers) actively participates and drives the whole experience by driving even higher scores (ie. sales) thereby unleashing new activities.

What makes Alibaba Singles’ Day so special is that beyond the sheer massive size of China’s consumer base, the one day event stands out as a digital marketing masterpiece. It is a massive production show broadcast via TV, Online and Mobile complete with live entertainment featuring top celebrity personalities and multiple opportunities to “play along”, which consist of various missions, activities and buying opportunities across all devices.

“Viewers were able to influence the production of the show in real-time through their mobile phones,” said Chris Tung, chief marketing officer of Alibaba Group. “Consumers in front of their televisions were shaking, tapping, scanning, chatting, browsing, and buying with their mobile devices, creating a seamless and truly immersive entertainment experience.”

This year, Alibaba Singles’ Day even featured augmented reality elements and Virtual Reality shopping, a first in its space.



Click Play to View Video

Over $1B Mobile sales… in just the first 5 minutes.

With the increase in smartphone penetration in China, mobile sales drove over $1B just in the first five minutes. Once the day was over, Alibaba reported that 82% of all sales were made on mobile phones.

That kind of order volume translates roughly to over 175,000 transactions per second.

According to Duncan Clark, chairman and MD of the business advisory BDA China in an interview for CNBC, “In China, shopping is entertainment, a lot of people [in inland cities] are tuning in to live broadcasts for products.”

This tight integration across all types of digital platforms (TV, Online, Mobile) which blends entertainment, marketing and shopping all-in-one is the magic formula behind the massive success of Alibaba Singles’ Day.

The road ahead…

As Alibaba Singles’ Day continues to grow year after year and technology keeps moving forward, expect to see Artificial Intelligence and Internet of Things (IoT) playing a far bigger role. Alibaba has recently announced a planned collaboration with Intel to develop products and devices leveraging AI and IoT.

According to Alibaba CEO, Daniel Zhang, “Cultivating a deeper relationship with Intel will help both companies stay at the forefront of the AI and IoT sector, and provide better services to partners on our platform.”

As a digital marketer, I’m blown away by the genius of transforming the online shopping experience into a one day competitive sporting event… I can’t wait to see what next year looks like.

What are your thoughts on Singles’ Day?

Let me know in the comments below!

NBA Virtual Reality Broadcasts Powered by NextVRThe NBA has taken a bold new step in bringing more of the live game/courtside experience to their global audience, all through the use of Virtual Reality Broadcasts.

The league announced on Thursday, October 20th that it will begin broadcasting one game a week during their 2016-2017 season in Virtual Reality as part of its NBA League Pass.

What makes this new move particularly exciting is that beyond bringing more of the the Live Game/Courtside experience to people who may not physically be able to attend the games in person, virtual reality broadcasts open up a whole new range of opportunities to incorporate brands into the game.

The Perfect Marketing Vehicle

According to the NBA, the planned Virtual Reality Broadcasts, done in partnership with NextVR, “will be fully produced with dedicated announcers, multiple unmanned camera angles and optimized graphics. Game breaks will be filled with in-venue entertainment, behind-the-scenes footage from the arena and VR-specific commentary.”

All of these new features present fresh new opportunities for advertisers to market within the new virtual world.

Virtual Reality Broadcasts = Captive Audience

Virtual Reality Broadcasts, by their very nature, present the ultimate vehicle for digital marketing. With all the opportunities for advertisement already being used in sports marketing, this new VR offering presents a great option to expand campaigns into whole new areas of engagement.


NBA Virtual Reality Broadcasts Powered by NextVR

Key reasons are that Virtual Reality broadcasts not only guarantee that advertisers have a captive audience throughout the entire experience – they also open up a wide range of new ways to engage the individual viewer. Sights, sounds, “atmospheres” and even how the overall landscape reacts and changes based on the motion of the VR viewer are all available. This presents a whole new palette of creative options, which innovative advertisers can leverage to make sure their ads differentiate themselves from the rest of the pack, have bigger impact and become truly memorable.

Virtual Reality Campaigns Done Right

To complement this blog post, I’d like to share with you a great video from Virtual Reality developers MBryonic showing 10 awesome examples of VR marketing campaigns.


Get a Free Preview

The first VR game will be available for free – as part of the NBA LEAGUE PASS free trial period – on Thursday October 27, 2016 when the Sacramento Kings host the San Antonio Spurs at the Golden 1 Center. The full schedule will be announced later this month.

Fans with a Samsung Gear VR headset and a compatible Samsung smartphone can experience the free preview by accessing the NBA Channel within the NextVR app. Later this season, the offering will be expanded to support additional VR headset options.

For more detailed instructions, go to http://www.NextVR.com/GetVR

Concluding Thoughts

As a digital marketer always looking for an edge in my marketing campaigns, I see VR as a great new addition to my arsenal and fully expect to implement Virtual Reality elements in future campaigns.

Although I admit that the mass market adoption of VR headsets is still in its early days and that the target audience for Virtual Reality is still very niche, I fully expect to see more and more brands jumping on the Virtual Reality train in 2017 and beyond.

What do YOU think? Are you planning or perhaps already using Virtual Reality in your marketing campaigns? Have you seen any VR marketing executions that blew your mind? I’d love to hear all about them in the comments!

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About Levy
George Levy is an award-winning digital marketing and CRM expert with more than 15 years of experience creating and executing online and mobile strategies.
 
He is the former Vice President of Online Marketing for World Business Forum (WOBI) and a co-founding team member of Yupi.com, an Internet startup acquired by Microsoft Corporation to become what is now MSN Latino. Continue Reading ...

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