EVOLVE'13 | Keynote | Building a Digital Collective | Todd Schwarz

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BU ILDING A DIGITAL MARKET ING COLLECT IVE WE ARE IN THIS TOGETHER

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STANDARD QUESTIONS

The top 5 digital marketing questions:

•  Who owns digital marketing for our site? •  What does it take to succeed in digital marketing? •  What are the big, transformative steps that need to be taken? •  When can I expect to see value from my digital marketing spend? •  What new technology do we need? Sound familiar?

BU ILDING A DIGITAL COLLECT IVE

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ABOUT Todd Schwarz

•  SVP with Acquity Group / Managing Director with Accenture Interactive

•  16+ years of experience

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ACQUITY GROUP HOW WE MAKE TOMORROW

CUSTOMER ACQUISITION CONTENT &

COMMERCE

OMNI-CHANNEL

BRAND ENGAGEMENT

DIGITAL TRANSFORMATION

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BU ILDING A DIGITAL COLLECT IVE STARTING THE DIGITAL MARKETING DAY

It begins like any other:

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BU ILDING A DIGITAL COLLECT IVE LET’S START SMALL

One cup.

Maybe two.

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BU ILDING A DIGITAL COLLECT IVE OR LET’S PLAN FOR MORE

More than one person = You need a pot of coffee (or a couple pots).

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BU ILDING A DIGITAL COLLECT IVE NOT BIG LEAPS

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You wouldn’t make all the coffee for the month on one day…

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You make coffee every day and everyone helps keep the coffee flowing!

BU ILDING A DIGITAL COLLECT IVE DAILY STEPS

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Like making coffee, you wouldn’t spend only one day a month on all your digital marketing needs It’s a daily process But who’s supposed to take care of it?

BU ILDING A DIGITAL COLLECT IVE ROLES & RESPONSIBILITIES

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You could have an every day Chief Coffee Officer…

BU ILDING A DIGITAL COLLECT IVE ROLES & RESPONSIBILITIES

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But if your CCO is out of the office…

BU ILDING A DIGITAL COLLECT IVE ROLES & RESPONSIBILITIES

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Not to fear. Making coffee can be the responsibility of everyone!

BU ILDING A DIGITAL COLLECT IVE ROLES & RESPONSIBILITIES

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BU ILDING A DIGITAL COLLECT IVE THE NEED TO CHANGE

Just like everyone needs to support making coffee in the morning, everyone needs to be part of Digital Marketing. Yet, too often, digital marketing is thought of as the responsibility of an individual person or a single department.

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BU ILDING A DIGITAL COLLECT IVE THE NEED TO CHANGE

Just like everyone needs to support making coffee in the morning, everyone needs to be part of Digital Marketing. Yet, too often, digital marketing is thought of as the responsibility of an individual person or a single department.

Digital Marketing is forcing us to rethink about how we organize our business and how we organize our teams. It is increasingly becoming the responsibility of everyone who works on the digital channel.

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OUR COLLECTIVE CHALLENGE

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BU ILDING A DIGITAL COLLECT IVE DATA IS ENDLESS

Digital  Data  is  Endless…  and  Growing..  

Adver5sing  &  Acquisi5on    

Interest  

 Intent  

Retain  

Discovery  

 Conversion  

“How do I organize and manage my

digital data?”

“How do I find actionable insights out

of mountains of data?”

“How do I optimize across the customer journey and target?”

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BU ILDING A DIGITAL COLLECT IVE WHERE DO YOU START

Behavioral “What I’ve done” Environment “Where I am now” Social “What I like” Demographic “Who I am” Acquisition “What I’m looking for”

TOO MUCH DATA: TOO MANY TOOLS: NOT ENOUGH INSIGHTS:

?

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BU ILDING A DIGITAL COLLECT IVE WHERE DO YOU START

Behavioral “What I’ve done” Environment “Where I am now” Social “What I like” Demographic “Who I am” Acquisition “What I’m looking for”

TOO MUCH DATA: TOO MANY TOOLS: NOT ENOUGH INSIGHTS:

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ORGANIZE DATA MAXIMIZE TOOLS INCREASE INSIGHTS

Manage Silo + Multi-Channel Data Increase Value of Solutions Answer Questions/ Provide Value

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BU ILDING A DIGITAL COLLECT IVE ENTER MARKETING CLOUD

=HAPPY

CUSTOMERS

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BU ILDING A DIGITAL COLLECT IVE SOME DIGITAL MARKETING CONCEPTS

Digital Marketing concepts that you should be thinking about and hopefully acting on within your own digital experiences: •  Anonymous Users •  Ask for Information •  Next Generation Design Paradigms •  Context is Everything

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THE ANONYMOUS USER

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Why is it so hard to find good examples of targeting the anonymous user? •  Do we have the tools? •  Do we know what questions to ask? •  Do we know how to create landing pages and

modular content?

BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER

?Yes, there are some limitations: •  Privacy restrictions of identifiable information •  Some devices/browsers encrypt information •  36% of all keywords typically report as “unspecified”

But still, why are so few sites or businesses doing it?

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Any site with a login has an advantage…

BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER

But not all sites have a good reason to login at first… Visiting a site for the first time can be like a first date!

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BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER

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BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER

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BU ILDING A DIGITAL COLLECT IVE WE HAVE THE TOOLS?

Highly Predictive Anonymous

Profile

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BU ILDING A DIGITAL COLLECT IVE EXAMPLE VARIABLES

Referring  domain  Campaign  ID  Affiliate  Pay  Per  Click  Natural  search  Direct/bookmark    

Referrer Variables

Customer/prospect  New/return  visitor  Previous  visit  paHerns  Previous  Product  interests    Searches    Previous  online  purchases  Previous  Campaign  exposure  Previous  Campaign  responses  

Site Behavioural Variables

IP  address  Country  of  origin  Time  zone  Opera5ng  system  Browser  type  Screen  resolu5on  

Environment Variables

Temporal Variables

Time  of  day    Day  of  week  Frequency  

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BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER TARGETTING

Increased monthly SEM revenue by 700%

Targeted Landing Pages with targeted content

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BU ILDING A DIGITAL COLLECT IVE RETARGETTING, WE KNOW MORE

OR

Retargeting is made easier with AEM

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BU ILDING A DIGITAL COLLECT IVE RETARGETTING

OR

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BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER TESTING

15.2% conversion 20.9% conversion

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Version B = Higher Conversion Rate Changed the following: 1. Replaced “Buy” with “View SMS Prices”. 2. Small "Money Back Guarantee" icon. 3. Added "SMS Solutions Since 2011" text. 4. Added site stats: "messages sent", "active customers". 5. Rotating customer testimonial box.

BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER TESTING

Overall conversion rate improvement was 37.6%.

Source: ABTEST

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•  Want to buy a service or product •  Want to find the nearest location •  Want to contact someone for help •  Want to invest •  Looking for a job

BU ILDING A DIGITAL COLLECT IVE ANONYMOUS USER

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ASK FOR INFORMATION

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It starts with collecting data. If you have no data, you’re managing your site blindly, which means you are going to be left behind.

BU ILDING A DIGITAL COLLECT IVE ASK FOR INFORMATION

Customers have tons of information to give you. You just have to “ask” them for it. There are many ways to collect meaningful information: content selections, surveys, ratings & reviews, forms, etc.

But data alone isn’t good enough, you need information, in fact, I would argue you need consumer-provided information.

Customers now have a voice, traditional marketing techniques of talking to customers are over, at least digitally.

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BU ILDING A DIGITAL COLLECT IVE ASK FOR INFORMATION

Did you know that negative affirmation actually provides credibility? 1 review can be more powerful than 100 reviews!

Organizations must be willing to change to adopt this new era of asking for information.

How many of you when looking at a product on Amazon (or equivalent) look at the negative reviews first? Does that always stop you from buying?

Often negative reviews give the answers on how to improve your product or service.

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BU ILDING A DIGITAL COLLECT IVE ASK FOR INFORMATION

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What kind of information or product are you looking? Which one of these do you like better? Which is more relevant?

BU ILDING A DIGITAL COLLECT IVE HAVE THE CUSTOMER TELL YOU

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NEXT GENERATION DESIGN PARADIGMS

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Old ways: •  Limit template count •  Limit scrolling •  Limit Page size •  Fixed navigation options •  Require Pagination

BU ILDING A DIGITAL COLLECT IVE DESIGN PARADIGMS HAVE CHANGED

Nobody scrolls! Put boring stuff here.

Nobody reads! Only give them 5 options.

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BU ILDING A DIGITAL COLLECT IVE NEXT GENERATION DESIGN PARADIGMS

New ways: •  Responsive design •  Dynamic filtered navigation •  Parallax scrolling •  Swipe is the new click •  Bandwidth is bigger •  Rich meta data tagging •  Integrated content & commerce

www.no-limits-design.com

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Don't confuse responsive design with shrinking or eliminating content.

BU ILDING A DIGITAL COLLECT IVE RESPONSIVE DESIGN

You just destroyed any context you had and if you believe Content is King, eliminating part of it isn’t helping.

Web content should be no different than newspapers or traditional journalism, where content has an opening, conflict or purpose and a closing.

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BU ILDING A DIGITAL COLLECT IVE SCROLLING IS GOOD

Scroll away!

Conventional navigation is still there, but new design conventions are being used to market by interest!

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BU ILDING A DIGITAL COLLECT IVE SCROLLING IS GOOD

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BU ILDING A DIGITAL COLLECT IVE NEXT GEN

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BU ILDING A DIGITAL COLLECT IVE LEARNING ABOUT YOU

If you land on a home page today....

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BU ILDING A DIGITAL COLLECT IVE ENGAGEMENT

It’s about engagement, simplicity, and the experience; not only selling.

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BU ILDING A DIGITAL COLLECT IVE META DATA

A very different example, but equally as powerful

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CONTEXT IS EVERYTHING

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BU ILDING A DIGITAL COLLECT IVE CONTEXT WE KNOW

Succeeding at context is what drives a new type of conversation with your customers! •  User demographics •  User location •  User preferences •  Order history •  Search keyword •  Campaign ID

Context = Triple Shot of Espresso

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BU ILDING A DIGITAL COLLECT IVE CONTEXT BY GEOGRAPHY

Location aware, in-market services and targeted content

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BU ILDING A DIGITAL COLLECT IVE IN CULTURE CONTEXT

Source: Acclaro

Indonesia’s launch of 7-Eleven

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BU ILDING A DIGITAL COLLECT IVE OMNI-CHANNEL CONTEXT

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Social has changed context to be even more relevant.

BU ILDING A DIGITAL COLLECT IVE SOCIAL CONTEXT

Likes Justin Bieber Likes Justin Bieber 47 years old Lives in Portland Browses on mobile, buys on desktop “Likes” 5 hair gel companies on social media Ships most of his hair gels to work

Then: Now:

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If I gave you access to my social network, you would know:

BU ILDING A DIGITAL COLLECT IVE SOCIAL IS EVERYWHERE

Has a daughter Lives in Southern California Very active in Crossfit

Takes a ski vacation every February Competes in Trail Running races

Follows digital media companies Likes all sorts of music Follows various sports personalities

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BU ILDING A DIGITAL COLLECT IVE SOCIAL UNIVERSE

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BU ILDING A DIGITAL COLLECT IVE HELPING IS THE NEW SELLING

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REI is keeping you connected, even though they want you disconnected

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Starbucks and Square.

BU ILDING A DIGITAL COLLECT IVE TRENDS

+•  Linked directly to debit or

credit cards •  No Starbucks card reloads •  Digital receipts •  Payment is as easy as

opening Wallet App and scanning the QR code

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Birthdays In Store Gift Ideas

BU ILDING A DIGITAL COLLECT IVE POSSIBLE

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Audio Next Stop Notifications

Products Total amount owned

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What if I could tell you… What you would like on my site before you even shop there What your spending patterns are during the year Who your relationships are and the profiles of friends you associate with When you go on vacation What you do for exercise SOUND CRAZY?

BU ILDING A DIGITAL COLLECT IVE WHAT IF?

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Even if I could only target a small slice of everything there is to know about someone think about how much more powerful that could be. Think about the intrinsic value you just created for that user and your site.

BU ILDING A DIGITAL COLLECT IVE SHOW CONNECTION

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Digital Marketing can’t be done alone…

BU ILDING A DIGITAL COLLECT IVE IN CLOSING

Developer

Creative Designer

Corporate Sales

Analytics Specialist

Product Manager

Welcome to the

Collective

•  Target the Anonymous User

•  Ask for Information and start to segment

•  Use Next Generation Design Paradigms

•  Build with Context in mind

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Digital Marketing can’t be done alone…

BU ILDING A DIGITAL COLLECT IVE IN CLOSING

Plan for Tomorrow, Think Big, but Start Now. Don’t be blind and left behind.

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BU ILDING A DIGITAL COLLECT IVE THANK YOU

THANK YOU! Todd Schwarz SVP, Acquity Group Managing Director, Accenture Interactive todd.schwarz@acquitygroup.com