EVOLVE'13 | Keynote | Building a Digital Collective | Todd Schwarz

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EVOLVE'13 | Keynote | Building a Digital Collective | Todd Schwarz

  1. 1. 1 BUILDING A DIGITAL MARKETING COLLECTIVE WE ARE IN THIS TOGETHER
  2. 2. 2 STANDARD QUESTIONS The top 5 digital marketing questions: •  Who owns digital marketing for our site? •  What does it take to succeed in digital marketing? •  What are the big, transformative steps that need to be taken? •  When can I expect to see value from my digital marketing spend? •  What new technology do we need? Sound familiar? BUILDING A DIGITAL COLLECTIVE
  3. 3. 3 ABOUT Todd Schwarz •  SVP with Acquity Group / Managing Director with Accenture Interactive •  16+ years of experience
  4. 4. 4 ACQUITY GROUP HOW WE MAKE TOMORROW CUSTOMER ACQUISITION CONTENT & COMMERCE OMNI-CHANNEL BRAND ENGAGEMENT DIGITAL TRANSFORMATION
  5. 5. 5 BUILDING A DIGITAL COLLECTIVE STARTING THE DIGITAL MARKETING DAY It begins like any other:
  6. 6. 6 BUILDING A DIGITAL COLLECTIVE LET’S START SMALL One cup. Maybe two.
  7. 7. 7 BUILDING A DIGITAL COLLECTIVE OR LET’S PLAN FOR MORE More than one person = You need a pot of coffee (or a couple pots).
  8. 8. 8 BUILDING A DIGITAL COLLECTIVE NOT BIG LEAPS 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 You wouldn’t make all the coffee for the month on one day…
  9. 9. 9 You make coffee every day and everyone helps keep the coffee flowing! BUILDING A DIGITAL COLLECTIVE DAILY STEPS 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
  10. 10. 10 Like making coffee, you wouldn’t spend only one day a month on all your digital marketing needs It’s a daily process But who’s supposed to take care of it? BUILDING A DIGITAL COLLECTIVE ROLES & RESPONSIBILITIES
  11. 11. 11 You could have an every day Chief Coffee Officer… BUILDING A DIGITAL COLLECTIVE ROLES & RESPONSIBILITIES
  12. 12. 12 But if your CCO is out of the office… BUILDING A DIGITAL COLLECTIVE ROLES & RESPONSIBILITIES
  13. 13. 13 Not to fear. Making coffee can be the responsibility of everyone! BUILDING A DIGITAL COLLECTIVE ROLES & RESPONSIBILITIES
  14. 14. 14 BUILDING A DIGITAL COLLECTIVE THE NEED TO CHANGE Just like everyone needs to support making coffee in the morning, everyone needs to be part of Digital Marketing. Yet, too often, digital marketing is thought of as the responsibility of an individual person or a single department.
  15. 15. 15 BUILDING A DIGITAL COLLECTIVE THE NEED TO CHANGE Just like everyone needs to support making coffee in the morning, everyone needs to be part of Digital Marketing. Yet, too often, digital marketing is thought of as the responsibility of an individual person or a single department. Digital Marketing is forcing us to rethink about how we organize our business and how we organize our teams. It is increasingly becoming the responsibility of everyone who works on the digital channel.
  16. 16. 16 OUR COLLECTIVE CHALLENGE
  17. 17. 17 BUILDING A DIGITAL COLLECTIVE DATA IS ENDLESS Digital  Data  is  Endless…  and  Growing..   Adver5sing  &  Acquisi5on     Interest     Intent   Retain   Discovery     Conversion   “How do I organize and manage my digital data?” “How do I find actionable insights out of mountains of data?” “How do I optimize across the customer journey and target?”
  18. 18. 18 BUILDING A DIGITAL COLLECTIVE WHERE DO YOU START Behavioral “What I’ve done” Environment “Where I am now” Social “What I like” Demographic “Who I am” Acquisition “What I’m looking for” TOO MUCH DATA: TOO MANY TOOLS: NOT ENOUGH INSIGHTS: ?
  19. 19. 19 BUILDING A DIGITAL COLLECTIVE WHERE DO YOU START Behavioral “What I’ve done” Environment “Where I am now” Social “What I like” Demographic “Who I am” Acquisition “What I’m looking for” TOO MUCH DATA: TOO MANY TOOLS: NOT ENOUGH INSIGHTS: ? ORGANIZE DATA MAXIMIZE TOOLS INCREASE INSIGHTS Manage Silo + Multi-Channel Data Increase Value of Solutions Answer Questions/ Provide Value
  20. 20. 20 BUILDING A DIGITAL COLLECTIVE ENTER MARKETING CLOUD = HAPPY CUSTOMERS
  21. 21. 21 BUILDING A DIGITAL COLLECTIVE SOME DIGITAL MARKETING CONCEPTS Digital Marketing concepts that you should be thinking about and hopefully acting on within your own digital experiences: •  Anonymous Users •  Ask for Information •  Next Generation Design Paradigms •  Context is Everything
  22. 22. 22 THE ANONYMOUS USER
  23. 23. 23 Why is it so hard to find good examples of targeting the anonymous user? •  Do we have the tools? •  Do we know what questions to ask? •  Do we know how to create landing pages and modular content? BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER ?Yes, there are some limitations: •  Privacy restrictions of identifiable information •  Some devices/browsers encrypt information •  36% of all keywords typically report as “unspecified” But still, why are so few sites or businesses doing it?
  24. 24. 24 Any site with a login has an advantage… BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER But not all sites have a good reason to login at first… Visiting a site for the first time can be like a first date!
  25. 25. 25 BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER
  26. 26. 26 BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER
  27. 27. 27 BUILDING A DIGITAL COLLECTIVE WE HAVE THE TOOLS? Highly Predictive Anonymous Profile
  28. 28. 28 BUILDING A DIGITAL COLLECTIVE EXAMPLE VARIABLES Referring  domain   Campaign  ID   Affiliate   Pay  Per  Click   Natural  search   Direct/bookmark     Referrer Variables Customer/prospect   New/return  visitor   Previous  visit  paHerns   Previous  Product  interests     Searches     Previous  online  purchases   Previous  Campaign  exposure   Previous  Campaign  responses   Site Behavioural Variables IP  address   Country  of  origin   Time  zone   Opera5ng  system   Browser  type   Screen  resolu5on   Environment Variables Temporal Variables Time  of  day     Day  of  week   Frequency  
  29. 29. 29 BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER TARGETTING Increased monthly SEM revenue by 700% Targeted Landing Pages with targeted content
  30. 30. 30 BUILDING A DIGITAL COLLECTIVE RETARGETTING, WE KNOW MORE OR Retargeting is made easier with AEM
  31. 31. 31 BUILDING A DIGITAL COLLECTIVE RETARGETTING OR
  32. 32. 32 BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER TESTING 15.2% conversion 20.9% conversion
  33. 33. 33 Version B = Higher Conversion Rate Changed the following: 1. Replaced “Buy” with “View SMS Prices”. 2. Small "Money Back Guarantee" icon. 3. Added "SMS Solutions Since 2011" text. 4. Added site stats: "messages sent", "active customers". 5. Rotating customer testimonial box. BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER TESTING Overall conversion rate improvement was 37.6%. Source: ABTEST
  34. 34. 34 •  Want to buy a service or product •  Want to find the nearest location •  Want to contact someone for help •  Want to invest •  Looking for a job BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER
  35. 35. 35 ASK FOR INFORMATION
  36. 36. 36 It starts with collecting data. If you have no data, you’re managing your site blindly, which means you are going to be left behind. BUILDING A DIGITAL COLLECTIVE ASK FOR INFORMATION Customers have tons of information to give you. You just have to “ask” them for it. There are many ways to collect meaningful information: content selections, surveys, ratings & reviews, forms, etc. But data alone isn’t good enough, you need information, in fact, I would argue you need consumer-provided information. Customers now have a voice, traditional marketing techniques of talking to customers are over, at least digitally.
  37. 37. 37 BUILDING A DIGITAL COLLECTIVE ASK FOR INFORMATION Did you know that negative affirmation actually provides credibility? 1 review can be more powerful than 100 reviews! Organizations must be willing to change to adopt this new era of asking for information. How many of you when looking at a product on Amazon (or equivalent) look at the negative reviews first? Does that always stop you from buying? Often negative reviews give the answers on how to improve your product or service.
  38. 38. 38 BUILDING A DIGITAL COLLECTIVE ASK FOR INFORMATION
  39. 39. 39 What kind of information or product are you looking? Which one of these do you like better? Which is more relevant? BUILDING A DIGITAL COLLECTIVE HAVE THE CUSTOMER TELL YOU
  40. 40. 40 NEXT GENERATION DESIGN PARADIGMS
  41. 41. 41 Old ways: •  Limit template count •  Limit scrolling •  Limit Page size •  Fixed navigation options •  Require Pagination BUILDING A DIGITAL COLLECTIVE DESIGN PARADIGMS HAVE CHANGED Nobody scrolls! Put boring stuff here. Nobody reads! Only give them 5 options.
  42. 42. 42 BUILDING A DIGITAL COLLECTIVE NEXT GENERATION DESIGN PARADIGMS New ways: •  Responsive design •  Dynamic filtered navigation •  Parallax scrolling •  Swipe is the new click •  Bandwidth is bigger •  Rich meta data tagging •  Integrated content & commerce www.no-limits-design.com
  43. 43. 43 Don't confuse responsive design with shrinking or eliminating content. BUILDING A DIGITAL COLLECTIVE RESPONSIVE DESIGN You just destroyed any context you had and if you believe Content is King, eliminating part of it isn’t helping. Web content should be no different than newspapers or traditional journalism, where content has an opening, conflict or purpose and a closing.
  44. 44. 44 BUILDING A DIGITAL COLLECTIVE SCROLLING IS GOOD Scroll away! Conventional navigation is still there, but new design conventions are being used to market by interest!
  45. 45. 45 BUILDING A DIGITAL COLLECTIVE SCROLLING IS GOOD
  46. 46. 46 BUILDING A DIGITAL COLLECTIVE NEXT GEN
  47. 47. 47 BUILDING A DIGITAL COLLECTIVE LEARNING ABOUT YOU If you land on a home page today....
  48. 48. 48 BUILDING A DIGITAL COLLECTIVE ENGAGEMENT It’s about engagement, simplicity, and the experience; not only selling.
  49. 49. 49 BUILDING A DIGITAL COLLECTIVE META DATA A very different example, but equally as powerful
  50. 50. 50 CONTEXT IS EVERYTHING
  51. 51. 51 BUILDING A DIGITAL COLLECTIVE CONTEXT WE KNOW Succeeding at context is what drives a new type of conversation with your customers! •  User demographics •  User location •  User preferences •  Order history •  Search keyword •  Campaign ID Context = Triple Shot of Espresso
  52. 52. 52 BUILDING A DIGITAL COLLECTIVE CONTEXT BY GEOGRAPHY Location aware, in-market services and targeted content
  53. 53. 53 BUILDING A DIGITAL COLLECTIVE IN CULTURE CONTEXT Source: Acclaro Indonesia’s launch of 7-Eleven
  54. 54. 54 BUILDING A DIGITAL COLLECTIVE OMNI-CHANNEL CONTEXT
  55. 55. 55 Social has changed context to be even more relevant. BUILDING A DIGITAL COLLECTIVE SOCIAL CONTEXT Likes Justin Bieber Likes Justin Bieber 47 years old Lives in Portland Browses on mobile, buys on desktop “Likes” 5 hair gel companies on social media Ships most of his hair gels to work Then: Now:
  56. 56. 56 If I gave you access to my social network, you would know: BUILDING A DIGITAL COLLECTIVE SOCIAL IS EVERYWHERE Has a daughter Lives in Southern California Very active in Crossfit Takes a ski vacation every February Competes in Trail Running races Follows digital media companies Likes all sorts of music Follows various sports personalities
  57. 57. 57 BUILDING A DIGITAL COLLECTIVE SOCIAL UNIVERSE
  58. 58. 58 BUILDING A DIGITAL COLLECTIVE HELPING IS THE NEW SELLING 5 8 REI is keeping you connected, even though they want you disconnected
  59. 59. 59 Starbucks and Square. BUILDING A DIGITAL COLLECTIVE TRENDS + •  Linked directly to debit or credit cards •  No Starbucks card reloads •  Digital receipts •  Payment is as easy as opening Wallet App and scanning the QR code
  60. 60. 60 Birthdays In Store Gift Ideas BUILDING A DIGITAL COLLECTIVE POSSIBLE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 Audio Next Stop Notifications Products Total amount owned
  61. 61. 61 What if I could tell you… What you would like on my site before you even shop there What your spending patterns are during the year Who your relationships are and the profiles of friends you associate with When you go on vacation What you do for exercise SOUND CRAZY? BUILDING A DIGITAL COLLECTIVE WHAT IF?
  62. 62. 62 Even if I could only target a small slice of everything there is to know about someone think about how much more powerful that could be. Think about the intrinsic value you just created for that user and your site. BUILDING A DIGITAL COLLECTIVE SHOW CONNECTION
  63. 63. 63 Digital Marketing can’t be done alone… BUILDING A DIGITAL COLLECTIVE IN CLOSING Developer Creative Designer Corporate Sales Analytics Specialist Product Manager Welcome to the Collective •  Target the Anonymous User •  Ask for Information and start to segment •  Use Next Generation Design Paradigms •  Build with Context in mind
  64. 64. 64 Digital Marketing can’t be done alone… BUILDING A DIGITAL COLLECTIVE IN CLOSING Plan for Tomorrow, Think Big, but Start Now. Don’t be blind and left behind.
  65. 65. 65 BUILDING A DIGITAL COLLECTIVE THANK YOU THANK YOU! Todd Schwarz SVP, Acquity Group Managing Director, Accenture Interactive todd.schwarz@acquitygroup.com

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