Living digital ken
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Living digital ken Presentation Transcript

  • 1. Living Digital
  • 2. The World is changing
    gapminder.org
    Internet Growth is following this trend
    Internet retail is sure to follow!
    e-commerce was worth some $83bn (£50.4bn) across the country (econsultancy)
  • 3. How is digital is evolving?
    1990 2000 2010 2020
    2.0
    1.0
    3.0
    4.0
    Read
    Write
    Learn
    Merge
  • 4. The Future is already here
    We’re now seeing the convergence of offline with digital
  • 5. ‘Data is the new oil’
    Gerd Leonhard
  • 6. “I know that half of my advertising budget is wasted, but I'm not sure which half.”
    John Wanamaker
  • 7. "It’s only when you process oil that it demonstrates its value, and data is the same"
    MEC Richard Lloyd(*)
  • 8. But
    The fundamentals of marketing still remain the same
    Its all about the money
    And brand
    Ultimately digital marketing is a tool
  • 9.
  • 10. We’re all marketing scientists
  • 11. The Scientific Method
    The scientific method is a process scientists must follow in determining the workings of the universe. There are five basic components to the scientific method:
    From observations of the natural world, determine the nature of the phenomenon that is interesting to you (i.e. ask a question or identify a problem).
    Develop one or more hypotheses, or educated guesses, to explain this phenomenon. The hypotheses should be predictive - given a set of circumstances, the hypothesis should predict an outcome.
    Devise experiments to test the hypotheses. All valid scientific hypotheses must be testable.
    Analyse the experimental results and determine to what degree do the results fit the predictions of the hypothesis.
    Further modify and repeat the experiments.
  • 12. Make sense of the daisy chain
  • 13. Key objectives
    Problems
    Opportunities
    Business
    Market
    Trends
    Deliverables
    Market insight
    Competition
    Digital strategy
    Break points
    Behaviors
    The brand
    The consumer
    Implementations
    Key insights
    Roll-out factors
    Stage-gate
    Insight
    1-2-1 insight
    Research
    Peer intelligence
    When?
    how?
    Insight > analysis > review > MVP
    ROI
    Feedback > Iterate > upgrade> Scale
  • 14. The Butterfly Effect
  • 15. Affiliate
    SEO (organic)
    Email
    SEO (link)
    PR
    Find
    PPC
    CRO
    Usability
    SEO (onsite/tech)
    Convert
    Re-marketing
    Sales/ re-targeting/CRM
    Retain
  • 16.
  • 17. Gamification
    Attribution
    Video/static image overlays
    Social media as Customer Services
    On/offline convergence
    QR/RFID/Mobile
    Automation
  • 18. De-duplication/ attribution
    Data used to build customer profile
    CRO improving conversions
    Display
    Angels site
    Voucher terms siloed from PPC campaign
    PPC
    Email retargeting
    In House CRM
    Brand +voucher PPC
    Voucher code aff
    Affiliate
    Angels site
    Cashbackaff
    Facebook aff
    Aff – dis. retargeting
    Segmentation
    Video, Partners, bloggers etc.
    SEO aff blogs
    Retargeting w/ Aff partnership incentives
    De-dupe via aff network
    Angels site/ instore
    Offline inc. mobile aff/ catalogues
    Aff – dis. retargeting
    SEO
  • 19.
  • 20. Linkedin
    Facebook
    Blog
    No twitter :P
    Email – timeforacatnap@gmail.com