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Rethinking, Reimagining and Rebooting Digital Marketing

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With 25 years of digital marketing under our belts, many brands and professionals have built rigid perceptions of what works best for what. The truth is, digital keeps evolving and we have to constantly rethink what is possible and what might even be overlooked.Backed by his latest research, long-time creative executive and digital strategist Mat Zucker will share how evolved enterprises can use various owned touchpoints (web, social, search, events, chat) in new ways.

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Rethinking, Reimagining and Rebooting Digital Marketing

  1. 1. #B2BMX Reimagining your channels, Rebooting your digital strategy #B2BMX MAT ZUCKER PARTNER, DIGITAL PROPHET
  2. 2. Hello.
  3. 3. WAYNE DWYER If you change the way you look at things, the things you look at change.
  4. 4. Agency Creative à Strategy Consultant
  5. 5. Table à Farm
  6. 6. #B2BMXSource: TBWA DISRUPTION
  7. 7. Are we still holding onto our earliest lessons for channels in digital marketing?
  8. 8. 8 Brands could be publishers on the web
  9. 9. 9 Brands could host conversations
  10. 10. 10 Email was the door opener
  11. 11. 11 Podcasting was more than the new radio
  12. 12. 12
  13. 13. 13 The video demo could be a brand statement…
  14. 14. 14 …and a content series
  15. 15. 15 Social was mostly for messing around
  16. 16. 16 Then social found real-time relevance
  17. 17. 17 Brand toolkits expanded in their required assets
  18. 18. 18 Apps… well those weren’t marketing’s job
  19. 19. Companies that are comfortable seizing the new opportunities of digital transformation we call Evolved Enterprises
  20. 20. 20 Evolved Enterprises seek to transform in these three areas MARKETING EXPERIENCE ORGANIZATION Modern Brand Strategy CX with Digital DNA Organization and Operating Models Strategic Communications Experience Strategy and Interaction Digital Transformation Roadmap Customer Data Value Exchange Products & Services Design Business Model Innovation Digital Marketing Excellence Culture, Capabilities, Engagement DATA Brand Strategy Activation
  21. 21. 21 Keep transforming your channels and it’ll help transform your marketing
  22. 22. Email
  23. 23. 23
  24. 24. 24
  25. 25. 25 Scroll, baby, scroll
  26. 26. 26 Accelerated Mobile Pages
  27. 27. Out of home
  28. 28. 28 What Out of Home Was Conventionally
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. 32
  33. 33. 33
  34. 34. 34
  35. 35. 35
  36. 36. 36 When OOH is added to a media plan, it can increase reach of the overall campaign: The reach of TV. The hub of experience. Source: Touchpoints USA Billboard Study, Outdoor Association IN REACH OF WEB CAMPAIGNS IN SOCIAL CAMPAIGNS IN MOBILE APPS à OOH is nearly 3X more efficient at driving online search activity than TV, radio and print 68% 212% 316%
  37. 37. PR
  38. 38. 38 “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics” —PRSA
  39. 39. 39 RELEVANT NEWS RELEVANT CREDIBILITY RELEVANT CONTEXT ROLLING THUNDER PR can build sustained relevance
  40. 40. 40 15% of B2B companies have mature influencer marketing programs (vs 55% of B2C) 43% are experimenting 24% ongoing programs 5% Integrated influencers across all activities B2B marketers are still underleveraging influencer marketing Source: Altimeter@Prophet
  41. 41. 41
  42. 42. 42 PR as Product News
  43. 43. 43 PR with innovation
  44. 44. 44 PR as Brand Act + Sales Driver
  45. 45. 45 Thought leadership > advertising
  46. 46. 46 Evolving thought leadership formats
  47. 47. 47 What are your Signature Stories?
  48. 48. 48 A unique symphony of 11 subway musicians Personal trainer keeping her client base after moving The amazing story of Sara and Paige and their friendship Signature story examples - Skype connects
  49. 49. Web
  50. 50. 50 Are you updating your sites? Source: Moz Changes to core content Frequency of new content New pages New link growth
  51. 51. 51
  52. 52. 52 100+ “About” pages evaluated 3M Citigroup Guardian Life MetLife Starbucks Abbott Coca-Cola Home Depot Microsoft Swiffer (P&G) Accenture Colgate (brand) Honda Motor Nestle Target Adidas Colgate-Palmolive HP Netflix The Clorox Company Alphabet Costco IBM Nike TIAA Amazon Cushman & Wakefield Intel Nordstrom Tide American Express CVS Health Johnson & Johnson Patagonia Toyota Motor Anthem Deere JP Morgan Chase Pepsico Unilever Apple Delta Kroger Procter & Gamble United Health Group AT&T Disney Lockheed Martin Salesforce.com UPS Bank of America Exxon Mobil Lowe's Samsung USAA Ben and Jerry's Facebook LVMH SAP Verizon Berkshire Hathaway FedEx Maersk Schneider Electric VISA BMW GE Marriott Shire Walmart Boeing Genentech (Roche) Mayo Clinic Singapore Airlines Warby Parker Caterpiller General Mills McDonald's SONY Wells Fargo Charmin (P&G) General Motors McKesson Southwest Airlines Whole Foods Market Chevron Gilette (P&G) McKinsey St. Jude Medical (Abbott) Zurich Financial Chick-Fil-A Goldman Sachs Merck
  53. 53. 53 Evaluation Criteria HOW 100+ WEB SITES WERE ASSESSED 1 2 4 Primary business strategy Content Consumption and Nomenclature Modernity Next Best Action Toolset and Formats Wide Broadcast Founding Story Mission Statement Investor Friendly Current News Basic Profile Product Driven Other Digestible Generic Engaging Other About / Us Our Company Who We Are Overview Other Web 1.0 (< 3 of below) Web 2.0 (3+ of below) Good layout On-brand design Quality images and videos Browsing experience Informs + delights Designed/adapted for mobile and omni-channel Prioritized: Clear call-to- action, next step evident Exists, but not prioritized Non-existent: Barely visible or missing Images Videos Bold Headlines Infographics Other … 53 3 5
  54. 54. 54 What we found 65% Wide Broadcast 8% Founding Story 6% Mission Statement 6% Investor-friendly 4% Basic profile 3% Product-driven 5% Other 1% Current news Two-thirds wide broadcast Archetypes
  55. 55. 55 What we found Modernity 1.0 2.0 33% 65% N/A 2% Nomenclature 3% 10% 3% 3% 3% 7% 11% 25% 34% N/A Other Overview Our Company [Company] Info About Who We Are About Us About [company]
  56. 56. 56
  57. 57. 57
  58. 58. 58
  59. 59. 59
  60. 60. 60
  61. 61. 61
  62. 62. 62 CRAP ABOUT US PAGE
  63. 63. 63
  64. 64. 64
  65. 65. 65 REDO UPS
  66. 66. 66 REDO UPS
  67. 67. Do you have an About Us strategy? UNDERSTANDING How your customers are using your web site What they’re looking for and how they’re engaging What they do next DESIGN Potential use cases for your about us page Be ambitious about formats and experience VISION The ambition for your business ROI PLAN Editorial strategy Distribution and amplification Optimization and dynamism *
  68. 68. Chat
  69. 69. 69
  70. 70. Sources: Business Insider Total number of active monthly users, Messaging Apps vs. Social Media Messaging apps already have more active users than social media platforms, providing a massive market for chatbots. The top 3 platforms have over 3 billion users
  71. 71. Source: KBCP Internet Trends Behavioral and generational shifts will make messaging and bots increasingly more important channels to interact with consumers. Younger generations increasingly prefer messaging platforms as a first choice for communicating with brands. CHAT SOCIAL MEDIA EMAIL / SMS APP PHONE GEN Y 24% 24% 21% 19% 12% GEN X 21% 12% 28% 11% 29% BABY BOOMERS 7% 2% 24% 3% 64% SILENT GEN. 2% 1% 6% 1% 90% Digital Communication Channel Preferences, by Generation
  72. 72. 72
  73. 73. 73 Finding new audiences “People are spending vast amounts of time in conversational interfaces and chat. At a strategic level, we want to be present in the places people spend their time”. David Boyle, Executive Vice President, Insight, BBC Worldwide (Former)
  74. 74. 74
  75. 75. 75 Furry or Feathery?
  76. 76. 76
  77. 77. Do you have conversational business strategy? UNDERSTANDING How your customers are using conversational interfaces DESIGN Potential use cases for your business Marketing and sales integration VISION The ambition for your business ROI PLAN Partners strategy Socialization within your company Roadmap to pilot *
  78. 78. Social
  79. 79. 79 Social keeps evolving…
  80. 80. 80 Six-second video
  81. 81. 81 Six-second video
  82. 82. 82 Not just video, live video Sources: Google, DemandGen, Adobe, Content Marketing Institute 70% B2b buyers watch videos throughout their purchase journey 58% Live video content is part of 58% of b2b marketers content strategy
  83. 83. 83 82% of strategists surveyed named “Customer Experience” as their top priority, overtaking “Brand Health” as an objective for the 1st time. —Altimeter, 2016 State of Social Business But we see a shift from brand to customer experience
  84. 84. 84 Pitney Bowes - Tweet Chats
  85. 85. 85 Hootsuite – Mean Tweets
  86. 86. 86 Hubspot– Visual mini-blog posts Source: http://www.convinceandconvert.com/social-media-strategy/b2b-brands-using-instagram/ 3 out of the top 6 formats are visual 2018 B2B Content Marketing Institute
  87. 87. 87 Education as Marketing
  88. 88. 88 Expertise of people
  89. 89. Apps
  90. 90. 90 Apps are traditionally a post- purchase product experience
  91. 91. 91 Digitally native companies use the app store for awareness
  92. 92. 92 Digitally native companies use app updates for product and company announcements
  93. 93. 93 Domtar – App as Marketing Lab
  94. 94. Do you have an app marketing strategy? UNDERSTANDING Are you discoverable? How are your customers using the app stores DESIGN The right use cases The right content VISION The ambition for your business ROI PLAN Taxonomy and Tagging Distribution and amplification Optimization *
  95. 95. 95
  96. 96. 96 Thank you. MAT ZUCKER Partner, Digital 917.607.0600 mzucker@prophet.com @matzucker www.prophet.com #B2BMX

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