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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 …

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.

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  • 1. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Digital Differentiation Using interactivity to separate your brand from the pack
  • 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com differentiation? what is
  • 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. WHY does differentiation matter
  • 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. © 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com But there’s one major problem.
  • 9. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Online marketers are heavily investing in content to differentiate their brand.
  • 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. © 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. © 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. © 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Probably not…
  • 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Is your online content truly differentiated and delivering business value?
  • 17. © i-on interactive, inc. All rights reserved • www.ioninteractive.com How To Differentiate Your Content Online
  • 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Typical white paper offer, just like every other white paper offer out there
  • 20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Transform the white paper offer into an interactive experience.
  • 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Create opportunity for effortless exchange of value ! How: Provide insights, gather insights 2.
  • 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Give visitors control over their experience ! How: Simple, clear choices 3.
  • 25. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 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. © 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Letting visitors configure their car & search inventory is helpful.
  • 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Tell a unique story ! How: Create storyteller experiences that immerse your visitor. 5.
  • 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com With interactive facts, animations, social sharing icons…
  • 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. © 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. © 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. © 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