The	
  Big	
  5	
  Digital	
  Marke0ng	
  
Masterclass,	
  Sydney,	
  Australia	
  
Marke0ng	
  is	
  changing	
  –	
  are...
See	
  pictures	
  from	
  the	
  day	
  here	
  
Marketers	
  don’t	
  spend	
  enough	
  0me	
  trying	
  to	
  
understand	
  movements	
  in	
  buyer	
  behavior	
  cha...
Key	
  trends	
  changing	
  buying	
  behavior	
  
•  Tradi3onal	
  buying	
  behavior	
  =	
  easy	
  to	
  map	
  
Key	
  trends	
  changing	
  buying	
  behavior	
  
The	
  new	
  shopping	
  experience	
  
•  O;en	
  starts	
  in	
  search	
  
•  Increasing	
  
percentage	
  starts	
  i...
Understand	
  the	
  customer	
  buying	
  processes	
  	
  
and	
  how	
  social	
  plays	
  a	
  role,	
  if	
  any	
  
Changes	
  in	
  buying	
  behavior	
  impacts	
  
the	
  sales	
  cycles	
  tremendously	
  
OTS*	
  high	
  to	
  
get	
...
How	
  much	
  of	
  a	
  dialogue	
  is	
  needed	
  
to	
  persuade	
  your	
  prospects?	
  
But	
  I	
  am	
  
ready	
...
THE	
  OTS	
  CHALLENGE	
  
AIen3on	
   Ac3on	
  
Message	
   Message	
   Message	
   Message	
   Message	
   Ac3on	
  
In...
Think about
top, mid
and end of
funnel
and focus
ferociously
on the end
goal, short
and long
term
13	
  
Bo@om	
  of	
  fu...
The	
  new	
  reality	
  is	
  here	
  !	
  
Oh,	
  and	
  by	
  the	
  way	
  
AND	
  LETTERS	
  ARE	
  STILL	
  PRIVATE	
  &	
  
GENERATE	
  RESULTS,	
  if	
  done	
...
Consumers	
  are	
  moving	
  targets	
  –	
  	
  
but	
  how,	
  when,	
  where	
  and	
  with	
  	
  
what	
  to	
  enga...
Big	
  Data	
  or	
  Small	
  Data?	
  
If	
  you	
  can’t	
  handle	
  small	
  data	
  –	
  you	
  
can	
  forget	
  abo...
The	
  Power	
  Of	
  	
  
A	
  Name	
  
Is	
  this	
  a	
  good	
  brand	
  name	
  for	
  a	
  
car	
  rental	
  company?	
  
Cola	
  in	
  Ghana	
  -­‐	
  What	
  is	
  the	
  problem?	
  
What	
  is	
  the	
  problem?	
  
Lumia	
  in	
  Spanish?	
  
	
  
Peugeot	
  in	
  South	
  China	
  
Biao zhi 	
  
Extra	
  large	
  bags	
  in	
  Finland	
   Snow	
  in	
  Iran	
  
Your	
  
name	
  
ONLINE	
  
Reputa0on	
  
Accessible	
  
Own	
  
it	
  !	
  
SEO	
  
technical	
  
Your	
  
name	
  in	
 ...
www.namechk.com	
  	
  
Marke3ng	
  IQ	
  Test	
  
How	
  do	
  most	
  people	
  make	
  
buying	
  decisions?	
  
With	
  logic	
   With	
  emo.ons	
  
Liked	
  because	
  of	
  emo.ons	
  ?	
  
Your	
  market	
  is	
  both	
  men	
  and	
  women.	
  You	
  	
  
can	
  only	
  use	
  one	
  picture.	
  Which	
  do	
...
Which	
  reads	
  the	
  most	
  	
  
words	
  per	
  minute	
  –	
  the	
  eye	
  or	
  the	
  ear?	
  
2.500	
  words	
 ...
Let’s	
  show	
  the	
  world	
  how	
  dashing	
  we	
  look	
  	
  
People	
  talk	
  about	
  
pictures,	
  share	
  
them,	
  LOL	
  at	
  
them	
  
Visuals	
  s0r	
  emo0ons	
  
in	
  a	
  heart	
  beat	
  
World	
  class	
  “phototorial”	
  used	
  	
  
across	
  all	
  channels	
  
Hero	
  shots	
  
telling	
  stories	
  
Consistency	
  
with	
  a	
  superb	
  
content	
  
concept	
  
Use	
  humor	
  and	
  demonstrate	
  the	
  
benefit	
  of	
  your	
  product	
  
What	
  is	
  the	
  right	
  content	
  mix	
  for	
  
Facebook?	
  
•  Mixing	
  images	
  with	
  text	
  
•  Text	
  w...
The	
  power	
  of	
  
social	
  is	
  in	
  the	
  
share	
  
AID+LIRA	
  Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement	
  
Share	
  is	
  goo...
The	
  power	
  of	
  social	
  is	
  in	
  the	
  share	
  
Page	
  likes	
   5.000	
  
Shared	
   222	
  
Reach	
   23.1...
The	
  Power	
  of	
  Paper	
  
In	
  digitally	
  mature	
  markets,	
  
	
  
25%	
  of	
  all	
  consumers	
  prefer	
  
paper	
  over	
  digital	
  
	
...
Make	
  the	
  onsite	
  share	
  easy	
  -­‐	
  >	
  	
  
and	
  make	
  it	
  count	
  
Think	
  about	
  
-­‐  Images	
...
Likes	
  
Clicks	
  	
  
Shares	
  
Ac.ons	
  
Understand	
  what	
  is	
  relevant	
  to	
  measure	
  
	
  and	
  why	
  it	
  mabers	
  to	
  your	
  success	
  
 
Lead	
  in	
  to	
  the	
  last	
  ques0on:	
  
	
   1.  Flawless	
  execu.on	
  is	
  always	
  a	
  prerequisite	
  fo...
Which	
  of	
  these	
  three	
  elements	
  do	
  
	
  you	
  consider	
  to	
  be	
  the	
  most	
  important?	
  
A)	
 ...
Matching	
  your	
  message	
  with	
  the	
  	
  
right	
  target	
  audience	
  is	
  very	
  important	
  
10%	
  
Crea...
Don’t	
  count	
  the	
  customers	
  	
  you	
  reach	
  
–	
  Reach	
  those	
  who	
  count	
  
The	
  Global	
  Big	
  5	
  
The	
  New	
  Role	
  of	
  the	
  CMO	
  
Driven	
  by	
  objec.ves	
  –	
  
measured	
  by	
  ROMI	
  
Talks	
  CIO/CTO	
  talk	
  
Employs	
  brains,	
  
outsourc...
The	
  purpose	
  of	
  marke.ng	
  
is	
  to	
  acquire,	
  convert,	
  
sustain	
  and	
  grow	
  
customers	
  whom	
  ...
DIRECTION	
  
-­‐	
  purpose	
  
-­‐	
  strategy	
  
-­‐	
  tac9cs	
  
-­‐	
  execu9on	
  
-­‐	
  measure	
  
	
  
61	
  
Meet	
  Good	
  ‘ol	
  AIDA	
  
A	
  =	
  AIen3on	
  (Awareness)	
  
I	
  =	
  Interest	
  
D	
  =	
  Desire	
  
A	
  =	
 ...
New	
  models	
  and	
  new	
  ways	
  of	
  	
  
engaging	
  your	
  audience	
  is	
  an	
  opportunity	
  
•  Global	
 ...
Meet	
  the	
  new	
  AIDA	
  
A	
  =	
  AIen3on	
  (Awareness)	
  
I	
  =	
  Interest	
  
D	
  =	
  Desire	
  
E	
  =	
  ...
Words	
  maber,	
  	
  
but	
  only	
  if	
  you	
  
know	
  which,	
  
why,	
  when	
  
and	
  for	
  how	
  
long	
  
Which	
  last	
  step	
  call	
  to	
  ac0on	
  
bubon	
  is	
  more	
  effec0ve?	
  
Get	
  my	
  thing	
   Get	
  your	
 ...
ABOA	
  
	
  
Abribute	
  Benefit	
  Objec0on	
  Answer	
  
	
  
	
  
	
  
	
  
	
  
	
  
69	
  
When	
  wri9ng	
  copy	
  ...
The	
  Power	
  of	
  Words	
  
The	
  Danger	
  of	
  
Band	
  Wagon	
  &	
  
The	
  Urgency	
  of	
  New	
  
New	
  opportuni0es	
  to	
  interact	
  
and	
  get	
  a	
  response	
  from	
  your	
  
audience	
  using	
  QR	
  codes...
Me	
  too,	
  me	
  too,	
  me	
  too,	
  
me	
  too,	
  me	
  too,	
  me	
  too	
  !	
  	
  
Drink	
  and	
  scan	
  –	
  	
  
if	
  you	
  can	
  !	
  	
  
Scan	
  and	
  
download	
  
a	
  book	
  
New challenges,
new opportunities
Touch
Think	
  about	
  how	
  your	
  audience	
  
interacts	
  depending	
  on	
  which	
  device	
  
	
  they	
  are	
  on	
  
Does	
  she	
  scroll?	
  	
  
•  Average	
  pixel	
  length	
  of	
  
a	
  ver3cal	
  scroll?	
  
Managing	
  mul.ple	
  
channels	
  is	
  a	
  challenge	
  
	
  
Integra.on	
  is	
  key	
  
	
  
And	
  leveraging	
  th...
Automated campaign a
massive success ... In Turkey
•  Sign-­‐up	
  via	
  
qualifica3on	
  
•  IVR	
  
•  Different	
  Axe	
...
7	
  proven	
  senses	
  to	
  consider	
  for	
  your	
  
digital	
  marke0ng	
  ac0vi0es	
  
•  Lust;	
  the	
  an3cipa3...
Which senses do this Westin
mobile add play on?
CONTINUES	
  IN	
  PART	
  2	
  
THE	
  BIG	
  5	
  GLOBAL	
  DIGITAL	
  
MARKETING	
  MASTERCLASS	
  
SYDNEY,	
  AUSTRALI...
Michael Leander intro keynote Sydney Digital Marketing Masterclass
Michael Leander intro keynote Sydney Digital Marketing Masterclass
Michael Leander intro keynote Sydney Digital Marketing Masterclass
Michael Leander intro keynote Sydney Digital Marketing Masterclass
Michael Leander intro keynote Sydney Digital Marketing Masterclass
Michael Leander intro keynote Sydney Digital Marketing Masterclass
Michael Leander intro keynote Sydney Digital Marketing Masterclass
Michael Leander intro keynote Sydney Digital Marketing Masterclass
Michael Leander intro keynote Sydney Digital Marketing Masterclass
Michael Leander intro keynote Sydney Digital Marketing Masterclass
Michael Leander intro keynote Sydney Digital Marketing Masterclass
Michael Leander intro keynote Sydney Digital Marketing Masterclass
Michael Leander intro keynote Sydney Digital Marketing Masterclass
Michael Leander intro keynote Sydney Digital Marketing Masterclass
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Michael Leander intro keynote Sydney Digital Marketing Masterclass

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Keynote speaker Michael Leander's introduction for the Sydney Digital Marketing Masterclass in Australia

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Michael Leander intro keynote Sydney Digital Marketing Masterclass

  1. 1. The  Big  5  Digital  Marke0ng   Masterclass,  Sydney,  Australia   Marke0ng  is  changing  –  are  you   changing  with  it?  
  2. 2. See  pictures  from  the  day  here  
  3. 3. Marketers  don’t  spend  enough  0me  trying  to   understand  movements  in  buyer  behavior  changes  
  4. 4. Key  trends  changing  buying  behavior   •  Tradi3onal  buying  behavior  =  easy  to  map  
  5. 5. Key  trends  changing  buying  behavior  
  6. 6. The  new  shopping  experience   •  O;en  starts  in  search   •  Increasing   percentage  starts  in   mobile  search   •  M-­‐commerce  on  the   rise  in  Western  world   •  F-­‐commerce   expected  to  take  off  
  7. 7. Understand  the  customer  buying  processes     and  how  social  plays  a  role,  if  any  
  8. 8. Changes  in  buying  behavior  impacts   the  sales  cycles  tremendously   OTS*  high  to   get  a  reac3on   No  sex  on   the  first   date   *OTS  =  Opportunity  to  see   Referral  &     recommenda9on   Latency   increase   incuba.on.me  
  9. 9. How  much  of  a  dialogue  is  needed   to  persuade  your  prospects?   But  I  am   ready  !    
  10. 10. THE  OTS  CHALLENGE   AIen3on   Ac3on   Message   Message   Message   Message   Message   Ac3on   Increase  Opportunity  To  See  by  mul0ple  of  3,  5,  10   Pre  launch  phase   Hard  selling  phase  Nurture  &  convince  phase   The  “it’s  all  over”  phase  
  11. 11. Think about top, mid and end of funnel and focus ferociously on the end goal, short and long term 13   Bo@om  of  funnel  is  where  the  ac9on  takes  place  –     engagement  need  to  drive  your  audience  towards   the  bo@om  of  the  funnel  
  12. 12. The  new  reality  is  here  !  
  13. 13. Oh,  and  by  the  way   AND  LETTERS  ARE  STILL  PRIVATE  &   GENERATE  RESULTS,  if  done  right!    
  14. 14. Consumers  are  moving  targets  –     but  how,  when,  where  and  with     what  to  engage  them?  
  15. 15. Big  Data  or  Small  Data?   If  you  can’t  handle  small  data  –  you   can  forget  about  big  data  !    
  16. 16. The  Power  Of     A  Name  
  17. 17. Is  this  a  good  brand  name  for  a   car  rental  company?  
  18. 18. Cola  in  Ghana  -­‐  What  is  the  problem?  
  19. 19. What  is  the  problem?   Lumia  in  Spanish?     Peugeot  in  South  China   Biao zhi  
  20. 20. Extra  large  bags  in  Finland   Snow  in  Iran  
  21. 21. Your   name   ONLINE   Reputa0on   Accessible   Own   it  !   SEO   technical   Your   name  in   context   Globally  /   Locally  
  22. 22. www.namechk.com    
  23. 23. Marke3ng  IQ  Test  
  24. 24. How  do  most  people  make   buying  decisions?   With  logic   With  emo.ons  
  25. 25. Liked  because  of  emo.ons  ?  
  26. 26. Your  market  is  both  men  and  women.  You     can  only  use  one  picture.  Which  do  you  choose?   Man  also  known  as  male   Woman  also  known  as  female  
  27. 27. Which  reads  the  most     words  per  minute  –  the  eye  or  the  ear?   2.500  words  per  minute   125  words  per  minute  
  28. 28. Let’s  show  the  world  how  dashing  we  look    
  29. 29. People  talk  about   pictures,  share   them,  LOL  at   them  
  30. 30. Visuals  s0r  emo0ons   in  a  heart  beat  
  31. 31. World  class  “phototorial”  used     across  all  channels  
  32. 32. Hero  shots   telling  stories  
  33. 33. Consistency   with  a  superb   content   concept  
  34. 34. Use  humor  and  demonstrate  the   benefit  of  your  product  
  35. 35. What  is  the  right  content  mix  for   Facebook?   •  Mixing  images  with  text   •  Text  with  and  without  links   •  OPC  =  Other  People’s  Content,  but  remember   to  tag  the  source  (other  pages)  
  36. 36. The  power  of   social  is  in  the   share  
  37. 37. AID+LIRA  Attention > Interest > Desire + Like – Interaction – Recommendation - Action Engagement   Share  is  good   Ac0on  is  best   Like  is  NOT  a  currency,  engagement  is  @michaelleander  
  38. 38. The  power  of  social  is  in  the  share   Page  likes   5.000   Shared   222   Reach   23.168   Clicks   ?   Likes   74   Call  to   ac3on  
  39. 39. The  Power  of  Paper  
  40. 40. In  digitally  mature  markets,     25%  of  all  consumers  prefer   paper  over  digital     across  all  demographics.       Think  about  matching  channel  with  stage  in   the  buying  process    
  41. 41. Make  the  onsite  share  easy  -­‐  >     and  make  it  count   Think  about   -­‐  Images   -­‐  Shared  text   -­‐  How  to  make   the  share   convert  
  42. 42. Likes   Clicks     Shares   Ac.ons  
  43. 43. Understand  what  is  relevant  to  measure    and  why  it  mabers  to  your  success  
  44. 44.   Lead  in  to  the  last  ques0on:     1.  Flawless  execu.on  is  always  a  prerequisite  for  successful   marke3ng  ac3vi3es   2.  Limi.ng  fric.on  is  essen3al  to  enable  higher  conversion   rates   3.  Timing  is  paramount  for  achieving  any  marke3ng   objec3ve   4.  Tonality  of  message  depends  on  your  target  audience   insights  and  proper  tone  of  voice  is  important   5.  Measuring  efficiency  and  con3nuously  tes.ng  for  beWer   results  is  always  the  need  of  the  hour  
  45. 45. Which  of  these  three  elements  do    you  consider  to  be  the  most  important?   A)  Crea3vity   B)  Proposi3on  (message)   C)  Target  audience     55%   30%   15%   Investment  distribu0on   in  most  businesses  
  46. 46. Matching  your  message  with  the     right  target  audience  is  very  important   10%   Crea0vity   30%  Proposi0on  (message)   60%  Target  audience     Invest  more  in  improving  access  to  your  target  audience  and  knowledge   about  your  target  audience  for  improving  results  immediately  
  47. 47. Don’t  count  the  customers    you  reach   –  Reach  those  who  count  
  48. 48. The  Global  Big  5  
  49. 49. The  New  Role  of  the  CMO  
  50. 50. Driven  by  objec.ves  –   measured  by  ROMI   Talks  CIO/CTO  talk   Employs  brains,   outsources  hands   Detail  orientated  and   follows  through   In  charge  of  customer   experience   Creates  a  culture  of   experimenta.on   Power  of  Words  a   priority  
  51. 51. The  purpose  of  marke.ng   is  to  acquire,  convert,   sustain  and  grow   customers  whom  then  in   turn  will  abract  other   customers  through   referrals  
  52. 52. DIRECTION   -­‐  purpose   -­‐  strategy   -­‐  tac9cs   -­‐  execu9on   -­‐  measure     61  
  53. 53. Meet  Good  ‘ol  AIDA   A  =  AIen3on  (Awareness)   I  =  Interest   D  =  Desire   A  =  Ac3on   R  =   Recommenda3on  /   Share  
  54. 54. New  models  and  new  ways  of     engaging  your  audience  is  an  opportunity   •  Global  retailer   from  Japan   •  TwiIer  driven   campaign   •  Dynamic   pricing  linked   to  volume  of   Tweets   •  Objec3ves   –  Exposure   – Sales  
  55. 55. Meet  the  new  AIDA   A  =  AIen3on  (Awareness)   I  =  Interest   D  =  Desire   E  =  Engagement     A  =  Ac3on  
  56. 56. Words  maber,     but  only  if  you   know  which,   why,  when   and  for  how   long  
  57. 57. Which  last  step  call  to  ac0on   bubon  is  more  effec0ve?   Get  my  thing   Get  your  thing   Wins  9  out  of  10  0mes  
  58. 58. ABOA     Abribute  Benefit  Objec0on  Answer               69   When  wri9ng  copy  for  emails  (hugely  important)  
  59. 59. The  Power  of  Words  
  60. 60. The  Danger  of   Band  Wagon  &   The  Urgency  of  New  
  61. 61. New  opportuni0es  to  interact   and  get  a  response  from  your   audience  using  QR  codes  (or  not)  
  62. 62. Me  too,  me  too,  me  too,   me  too,  me  too,  me  too  !    
  63. 63. Drink  and  scan  –     if  you  can  !    
  64. 64. Scan  and   download   a  book  
  65. 65. New challenges, new opportunities Touch
  66. 66. Think  about  how  your  audience   interacts  depending  on  which  device    they  are  on  
  67. 67. Does  she  scroll?     •  Average  pixel  length  of   a  ver3cal  scroll?  
  68. 68. Managing  mul.ple   channels  is  a  challenge     Integra.on  is  key     And  leveraging  the   nature  of  new  popular   media  is  an   opportunity  
  69. 69. Automated campaign a massive success ... In Turkey •  Sign-­‐up  via   qualifica3on   •  IVR   •  Different  Axe  girl   calls  every  day     Think:  Solves  a  real  problem  in  a  fun  way    (service)  and  generates  con0nous  awarenesss  
  70. 70. 7  proven  senses  to  consider  for  your   digital  marke0ng  ac0vi0es   •  Lust;  the  an3cipa3on  of  pleasure,  (which  we  crave)   •  Mys.que;  an  unanswered  ques3on  that  intrigues  us  and   makes  us  want  to  solve  the  puzzle   •  Alarm:  the  threat  of  nega3ve  consequences,  which  demands   immediate  response   •  Pres.ge:  symbols  of  rank  and  respect,  which  earn  us  status   and  admira3on   •  Vice:  rebellion  against  rules,  which  tempts  us  toward   “forbidden  fruit”   •  Trust:  certainty  and  reliability,  to  which  we  give  our  loyalty   •  Commonsense;  use  your  commonsense    
  71. 71. Which senses do this Westin mobile add play on?
  72. 72. CONTINUES  IN  PART  2   THE  BIG  5  GLOBAL  DIGITAL   MARKETING  MASTERCLASS   SYDNEY,  AUSTRALIA  

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