Overcoming The Smoke & Mirrors of Digital Trends

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Big Data. Influencers. Social Engagement. Content Strategy.

With so many buzzwords flying around, it’s easy to get distracted by the latest shiny object. What the digital marketing industry needs to successes isn’t more jargon. Instead, what it needs is more operational rigor. Getting Things Done is the new digital mantra.

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  • Yes – this is not going to the last Digital Trend Presentation you see. There will be more. There will be more digital conference and expos. Ad Tech will get bigger. SXSW will get bigger.
  • Yes – this is not going to the last Digital Trend Presentation you see. There will be more. There will be more digital conference and expos. Ad Tech will get bigger. SXSW will get bigger. The Dallas Social Media Club Will be bigger, but…
  • More & More of those Trend presentation decks will be filed away and forgotten. And for the most part, it will be business as usual in your marketing plane.
  • All these trends that I mentioned up front –personalzation, segementation, content marketing,
  • Yes – this is not going to the last Digital Trend Presentation you see. There will be more. There will be more digital conference and expos. Ad Tech will get bigger. SXSW will get bigger.
  • Lag measures are your ultimate goal, but the indication happens after the action. It’s a measure of action that happened in the past. In other words, once you get the a lag metric, it is very hard to influence.A Lag Measures measures the ultimate goal you are trying to accomplish, such as an increase in sales or profits, however, it is always in the past… hence the term Lag. Make no mistake, Lag Measures are critically important, but once you see a Lag Measure, there is nothing more that can be done about it. For instance, once you see the weekly sales report, it is just that… last week’s sales. You can try to do better next week, but nothing can be done about last week.Lead Measures, on the other hand, are both predictive, meaning they lead to the accomplishment of the Lag Measure or goal, and they are influenceable, meaning you can do something about them. Lead Measures are about narrowing your focus down to the 2 or 3 things that “trigger” success, or your end goal. For example, it could be number of out-of-stock items in a retail store, number of subscribers to an eNewsletter for an eCommerce website, or compliance to 8 key safety standards for a construction company.
  • Lag measures are your ultimate goal, but the indication happens after the action. It’s a measure of action that happened in the past. In other words, once you get the a lag metric, it is very hard to influence.A Lag Measures measures the ultimate goal you are trying to accomplish, such as an increase in sales or profits, however, it is always in the past… hence the term Lag. Make no mistake, Lag Measures are critically important, but once you see a Lag Measure, there is nothing more that can be done about it. For instance, once you see the weekly sales report, it is just that… last week’s sales. You can try to do better next week, but nothing can be done about last week.Lead Measures, on the other hand, are both predictive, meaning they lead to the accomplishment of the Lag Measure or goal, and they are influenceable, meaning you can do something about them. Lead Measures are about narrowing your focus down to the 2 or 3 things that “trigger” success, or your end goal. For example, it could be number of out-of-stock items in a retail store, number of subscribers to an eNewsletter for an eCommerce website, or compliance to 8 key safety standards for a construction company.
  • Lag measures are your ultimate goal, but the indication happens after the action. It’s a measure of action that happened in the past. In other words, once you get the a lag metric, it is very hard to influence.A Lag Measures measures the ultimate goal you are trying to accomplish, such as an increase in sales or profits, however, it is always in the past… hence the term Lag. Make no mistake, Lag Measures are critically important, but once you see a Lag Measure, there is nothing more that can be done about it. For instance, once you see the weekly sales report, it is just that… last week’s sales. You can try to do better next week, but nothing can be done about last week.Lead Measures, on the other hand, are both predictive, meaning they lead to the accomplishment of the Lag Measure or goal, and they are influenceable, meaning you can do something about them. Lead Measures are about narrowing your focus down to the 2 or 3 things that “trigger” success, or your end goal. For example, it could be number of out-of-stock items in a retail store, number of subscribers to an eNewsletter for an eCommerce website, or compliance to 8 key safety standards for a construction company.
  • Lag measures are your ultimate goal, but the indication happens after the action. It’s a measure of action that happened in the past. In other words, once you get the a lag metric, it is very hard to influence.A Lag Measures measures the ultimate goal you are trying to accomplish, such as an increase in sales or profits, however, it is always in the past… hence the term Lag. Make no mistake, Lag Measures are critically important, but once you see a Lag Measure, there is nothing more that can be done about it. For instance, once you see the weekly sales report, it is just that… last week’s sales. You can try to do better next week, but nothing can be done about last week.Lead Measures, on the other hand, are both predictive, meaning they lead to the accomplishment of the Lag Measure or goal, and they are influenceable, meaning you can do something about them. Lead Measures are about narrowing your focus down to the 2 or 3 things that “trigger” success, or your end goal. For example, it could be number of out-of-stock items in a retail store, number of subscribers to an eNewsletter for an eCommerce website, or compliance to 8 key safety standards for a construction company.
  • Lag measures are your ultimate goal, but the indication happens after the action. It’s a measure of action that happened in the past. In other words, once you get the a lag metric, it is very hard to influence.A Lag Measures measures the ultimate goal you are trying to accomplish, such as an increase in sales or profits, however, it is always in the past… hence the term Lag. Make no mistake, Lag Measures are critically important, but once you see a Lag Measure, there is nothing more that can be done about it. For instance, once you see the weekly sales report, it is just that… last week’s sales. You can try to do better next week, but nothing can be done about last week.Lead Measures, on the other hand, are both predictive, meaning they lead to the accomplishment of the Lag Measure or goal, and they are influenceable, meaning you can do something about them. Lead Measures are about narrowing your focus down to the 2 or 3 things that “trigger” success, or your end goal. For example, it could be number of out-of-stock items in a retail store, number of subscribers to an eNewsletter for an eCommerce website, or compliance to 8 key safety standards for a construction company.
  • Lag measures are your ultimate goal, but the indication happens after the action. It’s a measure of action that happened in the past. In other words, once you get the a lag metric, it is very hard to influence.A Lag Measures measures the ultimate goal you are trying to accomplish, such as an increase in sales or profits, however, it is always in the past… hence the term Lag. Make no mistake, Lag Measures are critically important, but once you see a Lag Measure, there is nothing more that can be done about it. For instance, once you see the weekly sales report, it is just that… last week’s sales. You can try to do better next week, but nothing can be done about last week.Lead Measures, on the other hand, are both predictive, meaning they lead to the accomplishment of the Lag Measure or goal, and they are influenceable, meaning you can do something about them. Lead Measures are about narrowing your focus down to the 2 or 3 things that “trigger” success, or your end goal. For example, it could be number of out-of-stock items in a retail store, number of subscribers to an eNewsletter for an eCommerce website, or compliance to 8 key safety standards for a construction company.
  • Lag measures are your ultimate goal, but the indication happens after the action. It’s a measure of action that happened in the past. In other words, once you get the a lag metric, it is very hard to influence.A Lag Measures measures the ultimate goal you are trying to accomplish, such as an increase in sales or profits, however, it is always in the past… hence the term Lag. Make no mistake, Lag Measures are critically important, but once you see a Lag Measure, there is nothing more that can be done about it. For instance, once you see the weekly sales report, it is just that… last week’s sales. You can try to do better next week, but nothing can be done about last week.Lead Measures, on the other hand, are both predictive, meaning they lead to the accomplishment of the Lag Measure or goal, and they are influenceable, meaning you can do something about them. Lead Measures are about narrowing your focus down to the 2 or 3 things that “trigger” success, or your end goal. For example, it could be number of out-of-stock items in a retail store, number of subscribers to an eNewsletter for an eCommerce website, or compliance to 8 key safety standards for a construction company.
  • Yes – this is not going to the last Digital Trend Presentation you see. There will be more. There will be more digital conference and expos. Ad Tech will get bigger. SXSW will get bigger.
  • Overcoming The Smoke & Mirrors of Digital Trends

    1. 1. +
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    3. 3. Cindy Gallop Association of National Advertising 2010 Conference
    4. 4. (BIG GAP)
    5. 5. TIME COMPLEXITY
    6. 6. TIME COMPLEXITY ORGANISMS
    7. 7. TIME COMPLEXITY ORGANISMS
    8. 8. TIME COMPLEXITY BUSINESS
    9. 9. TIME COMPLEXITY TECHNOLOGY
    10. 10. TIME COMPLEXITY MARRIAGE AROUSAL TRIGGERS
    11. 11. TIME COMPLEXITY Your Digital Marketing Plan Your Insanely Complex Digital Marketing Plan
    12. 12. Anti -Marketing Complexity
    13. 13. F R Y
    14. 14. F R Y
    15. 15. Existing Customers Purchase More Often. F R Y
    16. 16. Create New Customers. F R Y
    17. 17. Increase Purchase Volume. F R Y
    18. 18. F R Y
    19. 19. F.R.Y. S.M.A.R.T
    20. 20. S M A R T
    21. 21. S M A R T
    22. 22. The Power of S.M.A.R.T. Objectives
    23. 23. The Power of S.M.A.R.T. Objectives
    24. 24. The Power of S.M.A.R.T. Objectives
    25. 25. Anti -Marketing Complexity
    26. 26. Anti -Marketing Complexity
    27. 27. Lag Indicators Lead Indicators Measures the Objectives Measures the Actions to Achieve The Objective Hard to Influence Easier to Influence Predictable
    28. 28. Lag Indicators Lead Indicators Measures the Objectives Measures Actions to Achieve The Objective
    29. 29. Lag Indicators Lead Indicators Measures the Objectives Measures Actions to Achieve The Objective • Increase website conversions Increase Positive brand mentions • Facebook content Engagement “likes” • Twitter followers, RT • Shares, Comments
    30. 30. Anti -Marketing Complexity
    31. 31. Anti -Marketing Complexity
    32. 32. =X
    33. 33. Anti -Marketing Complexity
    34. 34. Anti -Marketing Complexity
    35. 35. Anti -Marketing Complexity
    36. 36. TIME COMPLEXITY TECHNOLOGY
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