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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Digital Differentiation
Using interactivity to separ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
What’s Inside
• What is differentiation
• Why it mat...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
differentiation?
what is
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Differentiation
The result of efforts to make a prod...
WHY does differentiation matter
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
“Brands that are
perceived as being
different have a...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
So, differentiation is important, especially
digital...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
But there’s one major problem.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Online marketers are heavily investing in content to...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Content Marketing Is 

The Top Marketing 

Investmen...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
We’re all racing to churn out content. But when ever...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
As marketers, it is not our job to join the
stampede...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Let’s Be Honest…
Even when your content is amazing—i...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Probably not…
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Only 42% Of Marketers Say Their
Content Marketing Is...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Is your online content truly differentiated
and deli...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
How To Differentiate
Your Content Online
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Do what others aren’t doing
!
How: Turn your static ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Typical white paper offer, just like every other
whi...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Transform the white paper offer into
an interactive ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
This interactive assessment
uniquely engages visitor...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Create opportunity for effortless
exchange of value
...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Interactive marketing assessments like this one can ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Give visitors control over their
experience
!
How: S...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
FrontPoint provides an excellent example of giving
s...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Make your experience incredibly useful
!
How: Youtil...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Letting visitors configure their car & search invent...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A self-service assessment experience, with personali...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Tell a unique story
!
How: Create storyteller experi...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
IDEO created a digital experience called 

“A Cafete...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
With interactive facts, animations, social sharing i...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
…embedded videos,
continuous scrolling,
and educatio...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Is your content a competitive advantage?
Is it diffe...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Helpful Resources
• Purple Cow by Seth Godin
• Creat...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
ion can help!
!We help customers concept, create and...
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Digital Differentiation: Using Interactivity to Separate Your Brand From the Pack

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With everyone churning out more and more content, how will your story be the one that stands out? How will you be the one that’s attended to? Remembered? And acted upon? You’ll learn how unique interactivity can separate your brand and story from the pack. And you’ll see examples and inspiration of other brands making it happen.

Published in: Marketing

Transcript of "Digital Differentiation: Using Interactivity to Separate Your Brand From the Pack"

  1. 1. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Digital Differentiation Using interactivity to separate your brand from the pack
  2. 2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What’s Inside • What is differentiation • Why it matters • The digital differentiation problem • Creating differentiation with interactivity • Examples & inspiration! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  3. 3. © i-on interactive, inc. All rights reserved • www.ioninteractive.com differentiation? what is
  4. 4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Differentiation The result of efforts to make a product or brand stand out as a provider of unique value to customers in comparison with its competitors.
  5. 5. WHY does differentiation matter
  6. 6. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “Brands that are perceived as being different have a much higher potential for growth than do other brands.” - Millward Brown research firm
  7. 7. © i-on interactive, inc. All rights reserved • www.ioninteractive.com So, differentiation is important, especially digital differentiation as more and more of our customer touchpoints start online.
  8. 8. © i-on interactive, inc. All rights reserved • www.ioninteractive.com But there’s one major problem.
  9. 9. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Online marketers are heavily investing in content to differentiate their brand.
  10. 10. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Content Marketing Is 
 The Top Marketing 
 Investment For 
 The Next 12 Months Demand Metric Lead Generation Benchmark Report 30% Of Budgets Are 
 Allocated To Content Marketing CMI, 2014 B2B Content Marketing Survey 30% 93% Surveyed Use
 Content Marketing CMI, 2014 B2B Content Marketing Survey 93% 73% 
Of Marketers Are 
 Producing More 
 Content Than They 
 Did A Year Ago
  11. 11. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We’re all racing to churn out content. But when everyone is doing the same thing, nothing stands out.
  12. 12. © i-on interactive, inc. All rights reserved • www.ioninteractive.com As marketers, it is not our job to join the stampede. It is our job to stand out. To be remarkable. To differentiate.
  13. 13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Let’s Be Honest… Even when your content is amazing—is it differentiated? ! Is it a competitive advantage? ! Is a whitepaper going to differentiate your brand? ! A webinar? 
 An infographic? ! A video?
  14. 14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Probably not…
  15. 15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Only 42% Of Marketers Say Their Content Marketing Is Effective 42% CMI, 2014 B2B Content Marketing Survey 85% of marketing leaders say their content activity isn’t linked to business value. - 2014 Forrester Research, Compare Your B2B Content Marketing Maturity ! Only 14% of marketers surveyed say their content delivered value back to the business. - 2014 Forrester Research, Compare Your B2B Content Marketing Maturity
  16. 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Is your online content truly differentiated and delivering business value?
  17. 17. © i-on interactive, inc. All rights reserved • www.ioninteractive.com How To Differentiate Your Content Online
  18. 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Do what others aren’t doing ! How: Turn your static content into modern digital experiences 1.
  19. 19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Typical white paper offer, just like every other white paper offer out there
  20. 20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Transform the white paper offer into an interactive experience.
  21. 21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com This interactive assessment uniquely engages visitors through a series of highly visual questions & personalized results. ! http://apps.ioninteractive.com/site/ assessment/demand-metric-content-
  22. 22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Create opportunity for effortless exchange of value ! How: Provide insights, gather insights 2.
  23. 23. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Interactive marketing assessments like this one can allow you to make the registration optional, while still collecting behavioral data from visitors.
  24. 24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Give visitors control over their experience ! How: Simple, clear choices 3.
  25. 25. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  26. 26. © i-on interactive, inc. All rights reserved • www.ioninteractive.com FrontPoint provides an excellent example of giving simple, clear choices that attend to the visitor’s needs.
  27. 27. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Make your experience incredibly useful ! How: Youtility. Create digital experiences that are helpful. 4.
  28. 28. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Letting visitors configure their car & search inventory is helpful.
  29. 29. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A self-service assessment experience, with personalized recommendations, helps the visitor solve their problems. ! http://paths.ioninteractive.com/apps/site/score-your-landing-pages
  30. 30. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Tell a unique story ! How: Create storyteller experiences that immerse your visitor. 5.
  31. 31. © i-on interactive, inc. All rights reserved • www.ioninteractive.com IDEO created a digital experience called 
 “A Cafeteria Designed For Me” that 
 offers an incredible interactive journey, 
 illustrating their story in a modern and 
 graceful way.
  32. 32. © i-on interactive, inc. All rights reserved • www.ioninteractive.com With interactive facts, animations, social sharing icons…
  33. 33. © i-on interactive, inc. All rights reserved • www.ioninteractive.com …embedded videos, continuous scrolling, and educational links, IDEO differentiated their story through interactivity and engagement. http://www.ideo.com/stories/a-cafeteria-designed-for-me/
  34. 34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Is your content a competitive advantage? Is it differentiated? If not, try these 5 tips… 1. Do what others aren’t doing 2. Create opportunity for effortless exchange of value 3. Give visitors control over their experience 4. Make your experience incredibly useful 5. Tell a unique story
  35. 35. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Helpful Resources • Purple Cow by Seth Godin • Create Distinction by Scott Mckain • BrandStrategyInsider.com • IonInteractive.com/blog • @scottmckain • ioninteractive.com/examples
  36. 36. © i-on interactive, inc. All rights reserved • www.ioninteractive.com ion can help! !We help customers concept, create and launch differentiated digital experiences. www.ioninteractive.com @ioninteractive info@ioninteractive.com
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