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About Matt Bailey

Matt has taught Google employees how to understand and use Google Analytics, consulted with Experian on how to present data, developed online marketing training for both Proctor and Gamble and Johnson & Johnson and presented analytics methodologies to Disney, ABC & ESPN. As founder of SiteLogic, Matt teaches marketers how to create measurable and profitable strategic marketing plans.

Avoiding Shiny Object Spending

So what are you buying when you pay for Influencer marketing?

Unilever thought their agencies had found them a quick way to reach a broader audience: by partnering with successful, influential social media personalities who could amplify the brand’s message to legions of new followers.

Brands like Unilever pay for exposure based on the size of the influencer’s audience. The more followers an influencer has, the more brands will pay to reach them.

Of course, successful influencer marketing depends on one very important thing…

Those loyal followers need to be real people who actually trust, and act on, what the influencer has to say.

The problem is, estimates show about 40% of influencers have “bought followers,” which means they paid a service to give them hundreds or even thousands of new followers, who then like and share their content, showing positive engagement.

The Dark Side of Influencer Marketing

A lot of those “bought followers” are software applications that mimic human behavior.

But many can be from click farms where low-paid workers, and even victims of trafficking, work in substandard conditions using thousands of devices to generate fraudulent clicks, likes, and follows.

Those “bought followers” are why some have come out very strongly against influencer marketing, calling it a marketing “fad” with little to no measurable ROI and questionable social impact.

And that’s why, and after spending tens of millions of dollars on Influencer marketing, Unilever decided it was time to reevaluate their influencer initiatives. They wanted to make sure the agencies they were working with weren’t associating them with questionable practices that might not only have poor ROI, but taint their hard-won brand trust.

 

Demanding Results

What was the result?

First, Unilever announced that it would stop using influencers who buy followers, and would prioritize social platforms that take action to stop this type of fraud and increase transparency.

They’re also auditing their ad spending and agency relationships in order to operate more efficiently. They’re working with fewer agencies, creating fewer ads, and bringing channels like search marketing in-house.

Because they didn’t have the insight in-house, Unilever let their agencies sell them on the fad, the “shiny thing” of unvetted influencer marketing. Now, they’re re-grouping, cutting back, and getting leaner and more focused. They’re training their employees in digital marketing with measurable ROI.

And while they’ll still use influencer marketing in the future, they’ll focus much more on results and transparency.

How to Avoid the Shiny Object

Influencer marketing can be used, and is a viable channel for companies – but ONLY IF the team is prepared and understands the pitfalls and problems of the newest “shiny object.”

How will you and your team avoid the rush to the fad? Even more – how will you avoid the risk of channels that don’t provide comparable ROI?

Training lets your team to know WHAT works, WHY it works, and HOW to make strategic decisions based in knowledge, data and clear channel expectations.

 

Let’s Find Out What Your Team Needs

What training does your team need so they can respond to data challenges? Let’s find out.

Contact me for complimentary access to a readiness assessment from OMCP, the digital marketing industry’s leading testing and certification body.

You’ll discover where their strengths lie, where their skills need a boost, and together we can design a plan that empowers them to make smart, measurable, data-driven decisions that help you meet and exceed your business goals.

 

Let’s get started.

Too Much Data, Not Enough Insight

That’s the issue being faced by companies today.

Because while data is everywhere, and there are a million ways to collect it…

…there’s a lack of marketers who know how to read, interpret, and analyze that data in ways that drive decisions toward measurable business goals.

In fact, 75% of marketers agree that a lack of training and education is the biggest barrier to making smart, informed business decisions.

 

A By The Numbers Solution

eConsultancy surveyed 677 executives at companies with over $250M in revenues, and learned that 2/3 of organizations don’t have the data analyst resources they need to meet their goals.

But the study also showed that the organizations that meet — and beat— their goals share a common solution: They provide everyone on the team with the training they need to understand and leverage data.

Training not only empowers your team to use data and analytics to understand how your customers are behaving…

It helps them reach more customers in the first place, where and when they’re most receptive to your message.

3 Recommendations For Success From Google

Based on that eConsultancy report, Google shared 3 powerful recommendations for making training a part of your strategy.

I – Identify knowledge and skills gaps

Google knows that smart training addresses specific holes in a marketer’s skill set.

Assessing the strengths and weaknesses of your team’s current skill set helps you see exactly how they stack up to industry standard digital marketing competencies, as a group and individually.

Then you can design a customized training strategy that suits their specific needs for maximum ROI.

Where should you start? Use the same standardized test Google uses.

Request a voucher for the OMCP Readiness Exam, or contact me to arrange for a team test.

II – Make sure your Data is Good Data

Good data requires clear definitions, common metrics, and an understanding of how KPIs relate to action.

  • Your data should also correlate to actual customer touchpoints and buying cycles.
  • Reducing information overload will help you find the data that is most actionable and rewarding.
  • And getting the whole team on board with a unified vocabulary and strategy is where it begins.

III – Get out of the Silo

Integrating data for a clearer, broader view of the customer helps organizations improve every aspect of the customer experience.

Training enables marketers to identify clear opportunities with good data, and present those opportunities in a logical, useful format that emphasizes financial impact.

When teams have the skills to understand the challenges their partner departments are facing, they can contribute to coordinated and comprehensive inter-departmental solutions that benefit the entire organization.

Step One

What training should your team focus on to respond to data challenges? Let’s find out.

Contact me for complimentary access to a readiness assessment from OMCP, the digital marketing industry’s leading testing and certification body.

You’ll learn where their strengths lie, where their skills need a boost, and how to design a plan that empowers them to make smart, measurable, data-driven decisions that help you meet and exceed your business goals.

 

Let’s get started.

Procter & Gamble v Amazon

Procter & Gamble is going head-to-head with an 800-pound gorilla.

 Their game plan is to spend less.

Amazon – and other major players dedicated to the digital advertising and retail spaces – are eating the lunch of some of the planet’s biggest competing brands.

Procter & Gamble, the world’s largest advertiser across its 50 brands, was forced to reassess their approach to digital marketing management in an effort to get more effective, efficient, and competitive with their marketing spend.

So they set a goal: Save $400 million by 2021 by changing the way they work with agencies.

First, to reduce dependence on outside talent, they slashed the number of agencies they work with globally from 6,000 to 2,500.

The plan is to increase the percentage of creative roles working on their accounts, while simultaneously reducing the number of account managers, planners, and media buyers.

And they’ll bring as much of that talent in-house as they can.

A Focus on Creative Agility

P&G has already seen success by instituting a fast, focused, agile approach to campaign management using small in-house teams made up of creatives from different agencies. It’s created more accountability with agencies, and a more personal and creative approach to problem solving problems while maximizing efficiency.

That reduced dependency on outside agencies comes with a price: in-house talent, especially non-creatives like account managers and buyers, need to up their digital marketing game if they’re going to contribute successfully to this fast-moving model.

An Investment in Training

In a digital environment where “there is more mass reach, but with one-to-one precision,” it’s critical for these new teams to be fast and smart. With fewer managers juggling more creatives, communication is key; those managers need the vocabulary and insight to ask the right questions, and make the best decisions.

That’s why P&G is investing in their own employees, so they can get the best of both worlds with in-house knowledge and agency interaction.

Mark Pritchard, chief brand officer at P&G, plans to train existing employees in core digital marketing disciplines, allowing them “to optimize digital media, with social media and search…to get the best reach and cost per reach.”

 But P&G isn’t alone in their struggle to manage agencies and creatives.

“I don’t know what questions to ask!”

I hear this from too many brand managers; they’re tired of getting the same report month after month, and not understanding how to use the data effectively.

The problem looks the same from company to company:

  1. The agency presents the monthly report.
  2. The brand rep isn’t sure which questions to ask, or what to do with the report. So they say “Great, thanks.” And file it away.
  3. Wash, rinse repeat.

Fortunately, I’m talking to them because they and their companies are invested in being competitive in digital marketing.

In my experience, it’s not that the brand rep or the agency are doing anything wrong.

It’s that the expectations aren’t clear, and the knowledge level is lacking, on both sides. Not knowing which questions to ask, or how to respond to any questions, creates paralysis. Nothing changes, because there’s no action. 

But when your team is empowered with the skills to seek efficiencies in media spending, the meeting changes drastically:

  • The agency presents the monthly report.
  • The brand rep asks “Have we tested different search ad headlines?” or “How many ad groups are we running?” or “How is the conversion rate trending trailing 90 days?”
  • The agency says “Can we get back to you with answers?”
  • Now there is direction and they’re working towards a goal.

When your employees are trained to ask the right question, you empower them to manage efficient campaigns with powerful reach and meaningful results.

Help Your Team Ask The Right Questions

What training should your team focus on to respond to data challenges? Let’s find out.

Contact me for complimentary access to a readiness assessment from OMCP, the digital marketing industry’s leading testing and certification body.

You’ll learn where their strengths lie, where their skills need a boost, and how to design a plan that empowers them to make smart, measurable, data-driven decisions that help you meet and exceed your business goals.

 

Let’s get started.

Endless Coffee Cup Podcast #26: Selling Social Media

Sue Grabowski joins me again as we discuss how to approach social media.

With all of the negative press about social media, trends and attitudes are changing quickly. How can businesses react and approach this dynamic, yet volatile channel?

Facebook’s changes have exposed social media for what they are – ad platforms!  Because they have to make money, their product is people. Of course, people’s data is a significant means to target – and that level of targeting is both amazing and frightening.

So, how do you create a content strategy that incorporates these dynamic changes, but yet provides valuable information to your customers? 

Finally, Sue and Matt explore practical business uses of social media and challenges to agencies providing social media services.

Endless Coffee Cup Podcast #25: “A Digital Marketing Trainer’s Playbook”

In this podcast…

Matt and audience favorite Michael Stebbins of OMCP get together and of course, talk training.

The passion to train and help organizations is clear as they share their behind-the-scenes stories as trainers.

Get a few tricks of the trade and hear how trainers can be effective – beyond their material.

Mike turns the tables about midway through and picks Matt’s brain, asking some very specific questions; How to train, what changes is he has made in his training sessions over the years and how he evaluates his audiences.

Get an inside look into the mind of a digital marketing trainer, and how they communicate practical success to audiences and businesses.  

Endless Coffee Cup Podcast #24: “Disrupting Sport”

In this podcast…

We go back to the subject of sport marketing, as Jim Kadlecek returns to join Matt in the studio to discuss disruption in sports.

Summary:

Beyond the playing field, there are enormous events that are shifting the landscape of sport. The biggest is not only the rise of player and team analytics, but back office analytics as more teams and events move to electronic ticketing. With electronic ticketing comes mountains of data on live event attendance. Teams are working to sift through this data and find the trends they can use to marketing more effectively.

In a surprising addition, Matt and Jim talk about the rise of e-sports and the NBA’s adoption of e-sports leagues. From gaming being a hobby, it has turned into a major industry with sell-out crowds and even a role in the upcoming Olympics!

Finally, we cover how fans are demanding more content from their teams and superstars, and how both sports organizations and sport media are responding to the demand.

 

Resources:

Think With Google: 3 Ways Online Video is changing what it means to be a sports fan.

Job Board: Teamwork Online

Sports Business Journal

Sports Business Daily

Endless Coffee Cup Podcast #23: “High Fidelity”

We’re back in the studio again after a short break! Matt is lining up more guests and discussions about a wide range of topics, so subscribe now in order to get the new season of Endless Coffee Cup!
 

High Fidelity

In this episode, Ben joins Matt again as they discuss something that is very dear to many of us – Music. However, Ben’s background in sound engineering lends to the discussion of the quality of the music that we listen to. All joking aside, is today’s music different in sound quality?
 

How does “personalized” music affect how we enjoy music?

Now that everyone has headphones, do we isolate ourselves even further by not sharing music? 
 

Also, how to we value music?

Our value of music has changed as the medium of music has changed. From large vinyl records that were difficult to transport to CD’s, MP3’s and now streaming music services; music has become more portable, but less tangible. Because of that, our value of music and how much we are willing to pay has diminished as well.
 
Sit back, get a cup of coffee and listen in as Matt and Ben discuss the cultural aspects of music quality and how it affects our perceptions, behavior and sharing of that music. 

References in this podcast:

Playlist from This Podcast:

Endless Coffee Cup Podcast #21: “Sensationalized Headlines”

Ben Bailey from 2nd Beach stops by to catch up on the latest headlines. There is an amazing amount of headlines in the pile, and what distinguishes them is outright contradictions, fad-chasing, recycled content and selective facts. Fake News? How are we to know?

Matt and Ben read through the headlines and discuss the reality behind the articles. They point out blatant contradictions from the same writers or publishers and guide you as to how to insulate yourself from over-hyped sensationalism. Rather than passively taking in the headlines, they help you walk through how to evaluate the news, recognize sensationalism and ask the right questions of the information you take in.

Sit back, get a cup of coffee and listen along as we explore the latest headlines and technology.

 

Endless Coffee Cup Podcast #20: “Profitable Testing”

Usability Conversations #3

Kim and Matt continue the conversation from the last show, as they delve into further testing and usability concepts.

While the obstacles to good usability are well documented, Kim and Matt work through the common objections, difficulties and solutions. While suggesting testing plans and constant reviews, they maintain the focus on the bottom line of testing – improved business.  It all comes down to making your website easy to use. If it is easy, people will do more and your business will benefit.

Sit back and listen to the instruction, the advice and experiences of two people that have been in the website business for over 20 years – each! We’re sure that you’ll learn something that will benefit your business or that you can put into practice  – immediately!

 

Resources mentioned in this podcast:

Testing & Feedback

UserTesting https://www.usertesting.com

Loop 11  https://www.loop11.com

Cint https://www.cint.com

Accessibility

WAVE   http://wave.webaim.org

Joe Dolson – Accessible Web Design  https://www.joedolson.com

Carl Groves – List of Accessibility Lawsuits:  http://www.karlgroves.com/2011/11/15/list-of-web-accessibility-related-litigation-and-settlements/

Web Accessibility Initiative  https://www.w3.org/WAI/intro/wcag

Section 508 refresh:  https://www.access-board.gov/guidelines-and-standards/communications-and-it/about-the-ict-refresh/overview-of-the-proposed-rule

Endless Coffee Cup Podcast: “Usable Websites”

In the second of four episodes featuring usability guru Kim Krause-Berg, Matt and Kim talk about the types of usability tests and what they are intended to show. You’ll hear about the power of a persona walk-thru, be introduced to “heuristics,” and learn the value of a task-based test to evaluate your website. Of course, you’ll also hear plenty of real-world examples as we go along.

As with any usability efforts, these tests uncover issues that may have never been considered, or are unique to your specific audience. Once the issues are resolved, a business typically sees a drastic improvement in usage, sales or leads.

If you need to catch up, here is the first part of Matt & Kim’s talk.

Show Notes & Resources:

Books:

The Shallows: What the Internet is Doing to our Brains by Nicholas Carr

Websites:

Web Content Accessibility Guidelines (WCAG) 2.1- http://www.w3.org/TR/WCAG21/

Section 508 – http://www.section508.gov/content/learn

Web Accessibility Initiative: https://www.w3.org/WAI/

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