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Optimization Fitness Plan - Bryan Eisenberg

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“A Marketing Optimization Fitness Plan: Is Your Company Fit Enough to Keep Up with Today’s Customer?”

“A Marketing Optimization Fitness Plan: Is Your Company Fit Enough to Keep Up with Today’s Customer?”

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  • 1. Optimization Fitness Plan Is Your Business Fit Enough to Keep Up With Your Customers? Presented by: Bryan Eisenberg, Partner, Eisenberg Holdings www.BryanEisenberg.com @TheGrok© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 2. http://www.bryaneisenberg.com© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 3. © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 4. The Speed of Business Change© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 5. Your Customers Have Changed Their Pace. Have You?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 6. © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 7. Advertising onlyaccelerates the inevitable...© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 8. Social Media dramatically increases the velocity!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 9. © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 10. Smartphones 34% of smartphone owners have owned one less than a year, 80% less than three years.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 11. Tablets Tablet sales will eclipse laptop sales by 2015. Many retailers are seeing 5-10% of traffic from iPads alone. Today.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 12. © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 13. Multi-channel is very, very hard to execute today. Photo by hdrdoc© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 14. March 2011 “Welcome To The Era Of Agile Commerce”© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 15. Agile business leaders will optimize touch-points, not channels.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 16. Customers want to see a brand – not separate channels In Online pervasive engagement Sales Mobile Social Web© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 17. Think Cross-Channel: Consumers will interact with any channel they want, when they want.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 18. #1 Major Obstacle© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 19. Corporate Agility© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 20. There is a Huge Gap!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 21. © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 22. •"Execution is not an event — a onetime push toward achieving goals. Rather, it is a way of life."© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok© 1998 - 2010
  • 23. Are you engaged with your customers across all touch-points? 30% of consumers use three or more retail channels for any shopping transaction. - Matt Anderson, Booz & Co. 78% of smartphone owners use their phones while they shop. - Eric Schmidt, Google 92% shoppers have more confidence in info sought online vs. anything from a salesclerk or other source. - Wall Street Journal 81% of respondents said theyd received advice from friends and followers relating to a product purchase through a social site; 74% of those who received such advice found it to be influential in their decision. - Click Z© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 24. It Pays to Be Agile© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 25. © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 26. Do it Wrong Quickly We work on “the plan,” which is reviewed and approved by execs, then we execute flawlessly (or do we?) • We’re looking to hit the arrow in the center—the bulls-eye But what if the game is to score the most points, i.e., the sum of arrow scores. • Shooting three arrows may be much more effective© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 27. To Innovate, Experiment Often • “If youre not prepared to be wrong, youll never come up with anything original” – Sir Ken Robinson (TED 2006) • “To have a great idea, have a lot of them” -- Thomas Edison • If you have to kiss a lot of frogs to find a prince, find more frogs and kiss them faster and faster© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 28. A Marketing Optimization Fitness Plan© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 29. Whack On The Side of The Head© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 30. TweetVP • In 140 characters or less, tell me the value of doing business with you.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 31. 3 Words to Describe You: • Ask your customers the same about your brand on Twitter & FB • How long until you get 100 responses? • What do the responses say about you?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 32. Are You In Ecommerce? Take 10 mystery shoppers: • Step One: How long does it take from customer order to fulfillment? What is your Benchmark? • Step Two: Split the 10 into 3 groups. Have them contact customer service by email, phone & Social Media. How long until they get resolution? How did you perform? Were there any breakdowns in operations? Did each channel respond equally? How can you improve? How did you compare to your competitors?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 33. Are You In Lead Generation? Take 10 mystery shoppers to fill out lead forms: • Step One: How long until they got their first real response – not an automated one from an e-mail auto-responder? • Step Two: How long does it take for them to get a real price for your product or service? • Step Three: Split the 10 into 3 groups. Have them ask a tough question by email, phone & Social Media. How long until they get a correct answer? How did you perform? Were there any breakdowns in operations? Did each channel respond equally?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 34. Inbound Marketing Speed© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 35. Expion Report© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 36. Are You A Publisher? Everyone should be thinking they are today!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 37. What’s Trending? http://www.google.com/trends/hottrends© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 38. © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 39. Publishing Agility • Step One: Pick a Trending Topic and publish something about it that is relevant to your business. • Step Two: How long does it take you to create: • a blog post from it? • an online press release? • an online video? • an infographic? • Step Three: How long does it take you to find influencers & socialize it? • Step Four: Ask to make some revisions to it. How long does it take?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 40. What If The Rules Changed? • Step One: Identify 25 of your most viewed PPC or FB Ads • Step Two: Ask your team to come up with 3 versions of each ad to test. How long does it take to write them? How long does it take to get them implemented?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 41. Ideal Data Reporting Structure CFO Management Reporting Real - Time Sales & Product Marketing Stats Marketing© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 42. What Would You Do If? Sample: Courtesy of Avinash© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 43. Metrics Madness Open up your marketing dashboard with your KPIs (key performance indicators): • Step One: Go through each one and ask them what the team’s plan and role is as each one of those metrics changes by 20 percent up and by 20 percent down. Do they have clear action items? How long would it take for them to respond? Do you have too many KPIs or are your KPIs not clear enough? Can they prioritize these changes effectively?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 44. Creative Testing • How long would it take you to come up with 10 new experiments with strong hypothesis, not just variations? • How long would it take to execute on these?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 45. Beat Your Benchmarks? Practice Daily!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 46. Take Baby Steps To Improve© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 47. 5 Star Culture Traits ★ Customer Intimate - Amazon ★ Remarkable - Virgin ★ Authentic - Zappos ★ Nimble - Best Buy ★ Test & Tweak - Google© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 48. © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  • 49. Thank you for listening! Bryan Eisenberg bryan@bryaneisenberg.com Read our blog: www.BryanEisenberg.com Call us at (347) 470-4765 Bryan - @TheGrok© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok