The document discusses harnessing the digital landscape and presents strategies for companies. It recommends beginning with strategy before tactics and examining competitors' strategies. It emphasizes the importance of mobile, social media, and driving traffic through search engine optimization, paid search, retargeting and remarketing. The document also discusses testing strategies like landing page optimization and digital alchemy to improve results. It argues that while the internet has grown, further growth is still ahead, representing significant opportunities.

1. HARNESSING
DIGITAL

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Our Corporate Partners

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More than 4000 Marketing Technology Solutions…

5. DIGITAL LANDSCAPE

6. DIGITAL LANDSCAPE

7. DIGITAL LANDSCAPE

8. DIGITAL LANDSCAPE

9. DIGITAL LANDSCAPE

10. DIGITAL LANDSCAPE

11. DIGITAL LANDSCAPE

12. DIGITAL LANDSCAPE

13. DIGITAL LANDSCAPE

14. WSI Model
Digital Guide…a “Digital Sherpa”
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15. Your Digital Guide Book
• Digital Minds – by WSI’s Digital Consultants
• International best seller
• 4 languages
• Amazon leader
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16. This is not just for high tech companies
“75% of the digital
economy is delivered by
traditional companies in
traditional industries”
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17. Begin with Strategy
Business leaders often choose
Tactics before Strategy
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19. "All men can see these
tactics whereby I
conquer, but what
none can see is the
strategy out of which
victory is evolved."
Sun Tzu – The Art of War
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20. Examine your Competitor’s Strategy
• Competitor’s site traffic
– SEO
– PPC
– Social
– Time on site
– Bounce rate
• Visitor interests & demographics
• Advertising spend
• Which ads are performing best
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21. Opportunity in Mobile
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22. Mobile
Required - Responsive or Adaptive site
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23. • Required - Responsive or Adaptive site
• User Interaction Analysis (UIA)
– Not just same navigation on different devices
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Mobile

24. • Required - Responsive or Adaptive site
• User Interaction Analysis (UIA)
– Not just same navigation on different devices
• Mobile driving SEO ranking
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Mobile

25. • Required - Responsive or Adaptive site
• User Interaction Analysis (UIA)
– Not just same navigation on different devices
• Mobile driving SEO ranking
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Mobile
Accelerated Mobile Pages
https://testmysite.thinkwithgoogle.com

26. • Required - Responsive or Adaptive site
• User Interaction Analysis (UIA)
– Not just same navigation on different devices
• Mobile driving SEO ranking
• Native Apps
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Mobile

27. • Have you claimed your properties?
– Consistency of content – critical for SEO
• Twitter
• Google+
• Pinterest
• LinkedIn
• Facebook
• YouTube
• Instagram
Social
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28. • Have you claimed your properties?
– Consistency of content – critical for SEO
– Google My Business is just the beginning
Social
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My Business Bing Places Apple Maps Facebook Local Directories GPS

29. • Have you claimed your properties?
– Consistency of content – critical for SEO
– Google My Business is just the beginning
• Reputation Management
– Harnessing your happy customers
– 1 Star on Yelp = 9% increase in revenue (Harvard)
Social
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30. • Have you claimed your properties?
– Consistency of content – critical for SEO
– Google My Business is just the beginning
• Reputation Management
– Harnessing your happy customers
– 1 Star on Yelp = 9% increase in revenue (Harvard)
• Social Selling
– Lead generation shift
Social
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31. How do we drive traffic?
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32. AdaptiveSEO™ Methodology
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WHAT DO WE KNOW ABOUT OUR PROSPECTS?

34. The Power of 2 Pixels!
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35. The Marketer’s Secret Weapon
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36. Google Remarketing
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37. • INSERT REMARKETING IMAGE
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38. Facebook Retargeting
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39. • Increases campaign cost by 15-20%
• Increases performance by 50%
• Powerful branding impact is the bonus
The Power of 2 Pixels!
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40. You’ve paid for the traffic…
Are you squeezing the lemon?
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Marketing Automation
100 VISITORS
5% LEADS/
SALES

42. 95% DROUPOUT
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Marketing Automation
100 VISITORS
5% LEADS/
SALES

43. ANOTHER
5%
LEADS/
SALES
95% DROUPOUT
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Marketing Automation
100 VISITORS
5% LEADS/
SALES
MARKETING
AUTOMATION
“Whatis the value of your list?”

44. Testing
• Landing Page Optimization
• Digital Alchemy
– Traffic costs don’t change, but results do!
• Multivariate analysis
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DIGITAL
ALCHEMY

45. Landing Page Optimization
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Yet the Internet is
still in its infancy…
the real opportunity
is ahead

47. The Internet is Still in its Infancy
“The Internet will
grow more in the
next 5 years than
it has in the last 25
years combined!”
-Ray Kurzweil
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48. Who is Ray…
• 5 Best selling books
• Thirty-year track record of accurate
predictions. Called "the restless genius" by
The Wall Street Journal
• Called "the ultimate thinking machine" by
Forbes magazine,
• Called the "rightful heir to Thomas Edison."
by Inc magazine
• Heads Google’s X-Labs
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50. “100,000 Kilos
today…32nd
square”
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51. 461 billion metric tons –
a mountain of opportunity
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52. Thank you
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