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Get Both Sides of the Brain in Gear for 2014 - Webinar 30th Jan 2014

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Are you passionate about the emotion and creativity of a campaign, or are you more fascinated with analytics and interpreting customer insights? Whether you consider yourself a right or left brained marketer, keeping up with the latest innovations in marketing is a sure path to success.
Content marketing trends for 2014, plus tips and techniques to wow prospects across different types of content.
How to use video to connect with your audience visually
Global best practice for building marketing ROI.
How to effectively measure and justify investment in different marketing tactics, such as video, events and social media.

Published in: Business, News & Politics
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Get Both Sides of the Brain in Gear for 2014 - Webinar 30th Jan 2014

  1. 1. We are entering the age of the empowered customer … Always on Always connected ON THE MOVE HIGHLY OPINIONATED Aberdeen Group, 2013 WITH AN amplified VOICE 47% …. of the responsibility this customer experience management lies with sales and marketing functions
  2. 2. Samuel Williams Managing Partner Ken Brickley CEO
  3. 3. THE INTERNET OF EVERYTHING… aamplify.co.nz 4
  4. 4. WEB 1.0 - INFORMATION aamplify.co.nz 5
  5. 5. WEB 2.0 - PEOPLE aamplify.co.nz 6
  6. 6. iPhone Photography Awards 2013: You Will Not Believe These Amazing Photos Were Taken With A Smart Phone WEB 3.0 DEVICES aamplify.co.nz Huffington Post, 2013 7
  7. 7. 62% of Doctors use a tablet device aamplify.co.nz 8
  8. 8. Corning: A Day Made of Glass http://youtu.be/6Cf7IL_eZ38 aamplify.co.nz 9
  9. 9. Mercedes Benz Print Ad aamplify.co.nz 10
  10. 10. UNPRECEDENTED AMOUNTS OF DATA aamplify.co.nz 11
  11. 11. UNDERSTAND CONNECTION S aamplify.co.nz 12
  12. 12. NEXUS OF TOUCHPOINTS WITH BUYERS.
  13. 13. The buyer considers an initial set of brands, based on brand perceptions and exposure to recent touch points. http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
  14. 14. Buyers add or subtract brands as they evaluate what they want... Ultimately, the buyer selects a brand at the moment of purchase.
  15. 15. After purchasing a product or service, the buyer builds expectations based on experience to inform the next decision journey.
  16. 16. UNDERSTAND YOUR BUYERS JOURNEY Image: stuckincustoms.com
  17. 17. HOW HE DECIDED TO… Image: stuckincustoms.com
  18. 18. Image: stuckincustoms.com
  19. 19. DESIGN YOUR INTERACTION http://www.google.com/think/tools/customer-journey-to-online-purchase.html
  20. 20. ALIENATED OR ENGAGED?
  21. 21. 2013 STUDY BY TNS
  22. 22. B2B BRANDS ARE THE NEW EDUCATORS
  23. 23. THE EMOTION IS ABOUT… • ACHIEVEMENT • SUCCESS • ASPIRATION
  24. 24. 1.773 BILLION REACH • FUN • DISTRACTION • NOSTALGIA
  25. 25. AS CONSUMERS WE ARE SATURATED
  26. 26. I’M PICKING & CHOOSING USING SOCIAL & BRAND FILTERS
  27. 27. VISUAL SPEAK IS THE NEW NORMAL
  28. 28. 5 VINE TWEETS SENT EVERY SECOND VISUAL SPEAK IS THE NEW NORMAL
  29. 29. 15 MONTHS 500 MILLION MATCHES
  30. 30. ONE MINUTE OF VIDEO EQUALS 1.8 MILLION WORDS http://youtu.be/BWAK0J8Uhzk
  31. 31. WHAT CAN VIDEO COMMUNICATE IN 60 SECONDS? THAT CAN CHANGE YOUR PERSPECTIVE AND TEACH YOU SOMETHING NEW? http://youtu.be/BJSjbttGaVM
  32. 32. VIEWERS RETAIN 95% OF THE MESSAGE IN A VIDEO http://youtu.be/BJSjbttGaVM
  33. 33. 40% WILL SHARE A VIDEO http://youtu.be/I03UmJbK0lA
  34. 34. 53% MORE LIKELY TO BE ON PAGE ONE 40 40
  35. 35. 60% OF THE SALES PROCESS HAPPENS BEFORE TALKING TO A SALESPERSON
  36. 36. YOUR ROLE AS A MARKETER
  37. 37. PERSONALISED LOCATION BASED CONTENT. Corning: A Day Made of Glass http://youtu.be/6Cf7IL_eZ38
  38. 38. http://www.google.com/think/research-studies/2012-zmot-handbook.html
  39. 39. USING TECHNOLOGY TO LEVARAGE THE LOYALTY LOOP aamplify.co.nz Corning: A Day Made of Glass http://youtu.be/6Cf7IL_eZ38 45
  40. 40. RIGHT BRAIN RECOMMENDATIONS 1. Really understand your buyers journey – the qualitative aspects of it 2. Build “fit for purpose” content – appropriate and tailored and emotionally connected 3. Think about smart ways to use video. One size does not fit all Build your Marketing plans around these changed paradigms 46
  41. 41. 230 logos slide
  42. 42. 1) PIPELINE ATTRIBUTION, SCORING & CONTEXTUAL PRICING 2) MARKETING BUDGETS INCREASING FOR ROI-DRIVEN INITIATIVES 3) OFFLINE / ONLINE ROI MEASUREMENTS
  43. 43. HOW 1. Organizational Leadership Picking well defined owners of ROI, not just a list of marketing tasks that need to be done. How – org
  44. 44. HOW 2. Choose your battles. Pick the right technology and the right measurements for your business. Plan your campaigns with measurement in mind.
  45. 45. HOW Marketo Definitive Guide to Marketing Metrics & Analytics
  46. 46. HOW Build it into the FY plan now. Then execute one step at a time.
  47. 47. HOW 3. LEADERSHIP Keep it narrowed to: A. Increasing margin B. Increasing volume C. Making that moment of truth better for each customer
  48. 48. 2014 Under the hood 1. Attribution 2. Scoring 3. Pricing
  49. 49. ATTRIBUTION
  50. 50. ATTRIBUTION
  51. 51. ATTRIBUTION
  52. 52. ATTRIBUTION
  53. 53. SCORING
  54. 54. SCORING Scorecard
  55. 55. SCORING
  56. 56. Commercial Marine Insurance Specialists
  57. 57. 68
  58. 58. 69
  59. 59. Funnel Appropriate interactions Meaning Nurturing Goal: Transactional content

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