Marketing & Digital Strategy Key Themes The IIA is entering - - PDF document

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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

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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

Drive Audience Understanding Expand Digital Capabilities Integrated Campaign Approach Brand Presence

Strategies work together to create customized consumer experience and drive effectiveness

“Know Me” “Be Relevant to Me”

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Three Year Approach

2019: Expand Reach Launch website Drive new demand Identify insights and apply to communication approach 2018: Implement Solutions Digital capabilities Website redesign Building business intelligence functionality 2017: Focus on Fundamentals Determine priorities Link messages for the consumer Plan for digital 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

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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

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Website Redesign

This will be an 18 month project from origination through launch.

2017

Developing Project Plan

• Strategy: vision for site
• Consumer research
• Detailed requirements

planning with IT

• RFP, agency selection

2018

Site Architecture & Functionality

• User experience
• Content auditing
• Concept development
• Development and

programming

• Q/A, testing

2019

Launch

• Beta site, site launch
• Content maintenance
• Training
• Governance

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

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Thank You