Why You Will Fail At Digital Marketing

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The vast majority of online marketing efforts are unable to accomplish results that return on the time, money and resources invested. Negative ROI is failure, and most digital marketing efforts are failing - predictably. What separates the organizations that fail from those that have developed digital marketing programs that increase reach, relevance and revenue? The difference comes down to a handful of qualities that will make or break your online marketing efforts.

Presented by Aaron Douglas, founder and president of Deep Ripples (http://www.deepripples.com), a digital marketing agency built to help small- to mid-sized business develop effective, efficient and elegant solutions for online marketing and inbound lead generation. With a background in social, organizational and relational psychology as well as a lifelong affinity for technology, Aaron has built a thriving business based on principles of education, stewardship and transparency.

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  • I look on the audience and see failures.Failure is an inevitable, and can contribute more to our knowledge than success.The problem with failure is that it can be costly in terms of time, money and faith in self and other.When it comes to digital marketing, There are so many things that can influence the outcome of an initiative, but there are a handful of factors that will derail that initiative every time.
  • Organizational Culture is defined as the values and behaviors that contribute to the unique social and psychological environment of an organization. It is the sum total of an organization's past and current assumptions, experiences, philosophy, and values that hold it together, and is expressed in its self-image, inner workings, interactions with the outside world, and future expectations. It is based on shared attitudes, beliefs, customs, express or implied contracts, and written and unwritten rules that the organization develops over time.
  • Beliefs influence our thoughts, feelings and behaviors, but the funny thing is that beliefs don’t have to be true to believe them. As much as we like to think of ourselves as rational beings, it is more accurate to say we are “rationalizing” beings – we justify our behaviors to fit our belief about ourselves and the world. Organizations don’t have beliefs – people do. But when stakeholders, key influencers and participants have certain beliefs, it can influence the behavior and performance of other, even if they don’t share the same beliefs.
  • While failure is always an option, participation is not.Sitting this internet thing out is not a viable option.Digital Marketing is not the future, it is the present, and you will get passed up.97% of American consumers use the internet for finding and evaluating local products and services44% of small businesses don’t have a web presence – what market share do they get?The vast majority of Americans begin doing business online, which means if the majority of your customers aren’t being touched by your digital marketing, you’re missing out on the majority of your customers.
  • Still not sure what oriental flavor is, but it tastes slightly racist.Building your business was probably not quick, cheap or easy, so why would building it online be any different. How is it that greater reach, greater opportunity, greater access to resources should take a few days, cost a few dollars, and not require any sweat equity? The salad days of the internet have passed, and with sophistication, competition and regulation, the exploits of the past are now gone.
  • There remains this layer of secrecy with some in the digital marketing industry, particularly among the technical crowd, and it really just makes things harder on everybody. We’re big on education and transparency in our work, because clients need to make informed decisions and understand how everything they do, online or offline, can help or hurt their effort and outcome. We still run across those who seem to prefer to believe it’s magic (or just as bad bullshit), which is a shame because being unwilling to learn and being unable to learn amount to the same thing.
  • Values are beliefs that are important people in organizations. Common values we would like organizations to represent are honesty, respect, dignity, equity etc. Values are the beliefs that you live, and if you spend a little time with a person, you can quickly see what their values are through their actions, regardless of their words. There are certain values that, when lacking, are precursors to that trainwreck we’re all hoping to avoid.
  • According to Andrew Zolli, author of Resilience: Why Things Bounce Back, “Resilience is [commonly] defined as the capacity of the system, enterprise, or a person to maintain its core purpose and integrity in the face of dramatically changed circumstances”Feedback Mechanisms, Dynamic Reorganization, Modular Structure, Decoupling, Diversity, Simplicity, Swarming, Clustering
  • Invention is the creation of something new, whereas innovation is the development of new customer value through solutions that meet new needs, unarticulated needs, or old customer and market needs in new ways*“. Innovation leads to new and interesting ways to solve problems and provide service. Innovation is not about building a better mousetrap – its about solving the vermin problem for your customer in a more efficient and effective way. Innovation, like resiliance, Is crucial because this game changes every day, and its not likely that you’ll ever have to do less to maintain an advantage, so you need to become develop more effective, efficient and elegant solutions to the known problems in order to make room for the unknown ones further down the track.
  • Integrity is about honesty, accuracy and consistency. It’s about acting according to the values, beliefs and principles you claim to hold. The opposition of integrity is hypocrisy, which is as common in businesses as it is in people. To claim to value initiative in the people you’re leading, but being unwilling to give them resources or liberty to pursue their ideas degrades trust and authority, killing off team members and leaving you only with employees, which Dave Ramsey defines as “someone who shows up late, leaves early and steals while they’re there”.
  • An organizational artifact symbolizes or represents some salient aspect of the organizational culture often to convey meaning, identity, legitimacy or brand ideals, either internally or externally. Artifacts are the visible elements in a culture that can be recognized even by people not part of the culture. Artifacts can be physical (awards indicating excellence, uniforms to engender solidarity) informational (case studies, employee handbooks) or conceptual (such as language, interaction patterns and cultural “norms”). One value of common organizational artifacts such as a website or a brochure is that it provides some level of “social proof” that an organization is what it claimsto be.
  • Who Are you, How would I know, and why should I care? This is the look, the meaning the position the voice – Its what you wish people would know about you and tell others. Often under-developed, which makes it difficult when you touch someone who is not invested.
  • That 97% of consumers I referred to earlier come with another interesting stat – they use an average of 8 sources in the course of their discovery and evaluation. It’s safe to assume your website is one of them, but how did they get there? So lets say a Google Search brought them to your website, they then searched your brand name to see if there is any more information about you. This leads them to google local, where they get to read reviews, including one on Yelp that was left by someone they went to church with, so they hop on facebook to see if they would still recommend you, but after a lukewarm response they hop on Angies list to see if there is more. We’ve still got two to go.
  • What can I have (and share with others)Not just cards and brochures - This is content – anything you consume onlineArticles, Infographics, newsletters, instructional videos, pictures of ducks getting married.It’s not just about the having, it’s the sharing!
  • 1999, David Dunning and Justin Kruger designed a simple experiment. Students participated in class, turned in assignments and took exams. For the entire semester they received no feedback from the instructor. At the end of the semester they were asked to estimate their grade. Students estimated grades were then compared to their actual grade. Results: Bottom Half Thought they were in the top half. Top Half was accurate. Very Top overestimated ability in others.
  • Initiative, if properly executed, produce growth.Coordinating your initiatives is a multiplier to that growth
  • Examples – activity vs. engagement, rankings vs. search referrals, website visitors vs. qualified prospect callsThis is your map –you’ll be lost without it
  • I don’t like “channels” – I prefer to think of these as aspects, which is a term used in astronomy to describe the position and movement of a celestial body in relation to other celestial bodies . They are not separate objects, but relative subjects within the same thing (your digital marketing)
  • Sometimes you’re a big enough deal that you’ll have a lot of talent performing at the same show. Its critical to have a conductor to prevent a clamorous production
  • Why You Will Fail At Digital Marketing

    1. 1. Why You Will Fail At Digital Marketing DeepRipples.com @DeepRipples /DeepRipples info@deepripples.com
    2. 2. Failure – It’s Going To Happen
    3. 3. Culture
    4. 4. Beliefs
    5. 5. Cultural Belief #1 Participation Is Not Optional
    6. 6. Cultural Belief #2 This Will Not Be Quick, Cheap or Easy
    7. 7. Cultural Belief #3 This Is Not Magic
    8. 8. Values
    9. 9. Cultural Value #1 Resilience
    10. 10. Cultural Value #2 Innovation
    11. 11. Cultural Value #3 Integrity
    12. 12. Artifacts
    13. 13. Cultural Artifact #1 Identity
    14. 14. Cultural Artifact #2 Presence
    15. 15. Cultural Artifact #3 Collateral
    16. 16. You’re Less Likely To Fail If… • Commitment without Conviction • Cadre with Aligned Values • Bold Brand
    17. 17. Competency
    18. 18. Competency: People Incompetent People Will… • Overestimate their own level of skill • Fail to recognize genuine skill in others • Fail to recognize their Inadequacy • Recognize and acknowledge their own previous lack of skill, if they are exposed to education and training for that skill
    19. 19. Competency: Process Incompetent Processes Will • Fail to have a “Decider” • Fail to set Meaningful Objectives • Fail to Communicate Clearly • Fail To Maintain Accountability
    20. 20. You’re Less Likely To Fail If… • Stakeholders are Engaged • Participants are Educated • Vendors are Accountable
    21. 21. Coordination
    22. 22. Coordination = Growth
    23. 23. Coordination #1 Coordinate Your Goals oSpecific oMeasurable oAttainable oRelevant oTime-Bound
    24. 24. Coordination #2 Coordinate Your Channels oSearch oSocial oContent oPR/CR oConversion
    25. 25. Coordination #3 Coordinate Your Efforts Sales Customer Service Marketing Public Relations Design Advertising SEO Content Marketing Social Media Email Marketing
    26. 26. You’re Less Likely To Fail If… • Goals Are “Obvious” • “Aspects” Are In Alignment • Players Are “In Concert”
    27. 27. Conclusion • Get Comfortable With Failing • Get Good At Failing Fast • Focus On “Learning” New Mistakes
    28. 28. Why You Will Fail At Digital Marketing DeepRipples.com @DeepRipples /DeepRipples info@deepripples.com

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