Digital Experiences for 2013: Trends, Predictions and Action Items
 

Digital Experiences for 2013: Trends, Predictions and Action Items

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In 2013, focusing on visitor experience will be crucial to marketing performance. Agile, personalized, interactive canvasses will be necessary to create more rewarding and compelling relationships ...

In 2013, focusing on visitor experience will be crucial to marketing performance. Agile, personalized, interactive canvasses will be necessary to create more rewarding and compelling relationships that ultimately lead to higher revenue. Marketers will have to be willing to put the visitor first, paying attention to behavior to drive campaign evolution. Learn trends, predictions, and action items that every marketer should be prepared for in 2013.

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    Digital Experiences for 2013: Trends, Predictions and Action Items Digital Experiences for 2013: Trends, Predictions and Action Items Presentation Transcript

    • Digital Experiences for 2013 Trends, predictions and action items
    • Here’s what you need to know for digital success in 2013: © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Zero Moment Of Truth 2. Agile Marketing 3. Content Is Still King 4. Mobile, Mobile, And Mobile 5. Responsive Design 6. Gamification 7. Shift Responsibility For The Social Experience 8. Get Personal 9. It’s The Data, Dummy
    • 1. Zero Moment Of Truth... © i-on interactive, inc. All rights reserved • www.ioninteractive.com The moment they choose to love or hate you
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com How To Win At The Zero Moment Of Truth • Have the X factor (sorry, it’s true) • Be aesthetically pleasing • Be highly relevant • Message • Image • Content & offer • Context • Be valuable • Be meaningful • Be local • Be personal
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Action Item: Read ZMOT
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Action Item: Read Seven truths for designing great customer experiences
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Action Item: Read great user experience leads to conversions
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Your takeaway is.... ....Great user experience matters.
    • 2. Agile Marketing © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com What Is Agile Marketing? • Short range planning & execution • Speed & adaptability • Flexibility • Small definable chunks • Short, measurable bursts • Tested and data-drive Working through an adaptive process, where highly collaborative teams work in a series of short cycles. Focus on getting the right things done to hit goals that ultimately drive more revenue. Agile marketing emphasizes:
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com What Is Agile Marketing Looks Like...
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com How Does Agile Marketing Relate To Your Digital Experiences? • Always stay in “experimentation” mode, try different things, test your ideas, don’t make assumptions about what will/will not work. • Keep your digital experiences manageable — what can be accomplished in an hour? Or a day? Or 3 days? The key is to think “disposable” when it comes to campaign experiences. • Don’t over invest time, budget or resources into digital experiences that may not be effective or may need to be adapted over time.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Action Item: Free guide to agile from agilemarketing.net
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Action Item: Subscribe to agilemarketingblog.com
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Action Item: Subscribe to chiefmartec.com
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com An explosion of traffic sources.... Niche Social Email Organic search PPC search PR/viral/buzz Print Broadcast Direct QR ....Requires an explosion of trackable, tested, highly relevant pages. Agile is the only way.
    • 3. Content Is King... © i-on interactive, inc. All rights reserved • www.ioninteractive.com still
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com ...but you already knew that.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com 74% of marketers say they use content marketing for customer acquisition 71%for lead generation Source: 2013 B2B Content Marketing Benchmarks
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com To put your content to work for more leads and customers, move from passive to active content marketing.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Passive - May help build brand awareness - May help generate website traffic - Not effective at generating leads or acquiring customers Active - Builds acquisition into context - Includes call-to-actions to capture leads, newsletter subscriptions, social interaction, etc.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Many content tactics lend themselves to being framed in active content marketing: • eNewsletters, both individual issues and ongoing subscriptions • Case studies • Videos • In-person events • White papers • Webinars/Webcasts • Research reports • Microsites • Branded content tools • eBooks • Virtual conferences
    • 4. Mobile, Mobile, And Mobile © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com In 2013, mobile phones will overtake PCs as the most common web access device worldwide.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Regardless of device, an effective experience is a must.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Get in front of users when they are mobile.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com A mobile ad...
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com ...should lead to a mobile experience.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Be ready in case the user is mobile.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Every ad...
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com ...could be clicked by a mobile user.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com It’s more than just mobile. It’s proximity too.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com The future isn’t about mobile; it’s about mobility.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com People use their mobile devices on the go, to research, to locate products, or stores...
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com tap into the power of mobile...
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com ... to be highly localized.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Marketers aren’t meeting mobile user expectations today
    • Action item: Go mobile. Now © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • 5. Responsive Design © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com A single page designed for optimal viewing across devices.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Action Item: Research responsive design
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Action Item: Do some limited tests on your landing experiences to see if it raises conversions.
    • 6. Gamification © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Gamification.... Engaging ways to immerse/reward/encourage/ entertain your customer in your brand.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Action Item: Get gamification-inspired
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Action Item: Don’t go gamification-crazy
    • 7. Shift Responsibility For The Social Experience © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Lines are blurred across paid, owned and earned media.... ...Don’t assume because it’s earned that you don’t have responsibility for it.
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Action Item: Take responsibility for shifting social interactions back to your hub Your web...your experiences...your audience Social & niche sites: You need to be there, and be active, but be wary of abdicating responsibility for your brand interactions to other sites...sites you don’t control who can change the rules on you.
    • 8. Get Personal © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com It’s A Highly Personal World... People Expect To Be VIPs
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Online Experiences Can, And Should Be, Personal Too
    • Action Item: Be more specific © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Name • Progressive forms • Region/Location • Language • Search query • Previous behaviors • Time of day • Time of year • Browser (mobile, responsive) • PURLs Experiment with introducing these elements on your experiences to lift conversion rates:
    • Action Item: Read up! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • 9. It’s The Data, Dummy © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com You have to know the data beneath the surface
    • Action Item: Check out these "big data/big testing" case studies © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • Here’s what you need to know for digital success in 2013: © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Zero Moment Of Truth 2. Agile Marketing 3. Content Is Still King 4. Mobile, Mobile, And Mobile 5. Responsive Design 6. Gamification 7. Shift Responsibility For The Social Experience 8. Get Personal 9. It’s The Data, Dummy
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com We help brands craft amazing digital experiences that work. Find out more: http://www.ioninteractive.com
    • © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com