This document discusses strategies for harnessing digital opportunities. It summarizes that WSI is a global digital agency network founded in 1995 operating in 87 countries. It emphasizes beginning digital strategies with a focus on questions rather than answers and appointing a strategic lead. Key areas discussed include ensuring websites are mobile responsive, claiming social media properties, pay-per-click and search engine optimization adapted for devices, content marketing, video advertising, analytics for lead attribution, landing page testing, and recognizing growth opportunities still ahead on the internet.

1. WSI – Harnessing Digital
Boca Raton Florida, 2014

2. Who is WSI?
• Founded in 1995
• World’s largest digital agency network
• 1000+ offices
• Operating in 87 Countries
©2014 WSI. All rights reserved.

3. Our Corporate Partners

4. Award Winning Work
©2014 WSI. All rights reserved.

5. The world has changed
during the last 20 years…

15. WSI Model
• Digital Guide…a “Digital Sherpa”
©2014 WSI. All rights reserved.

16. Your Digital Guide Book
• Digital Minds – by WSI’s Digital Consultants
• 5 Star Rating with Amazon
©2014 WSI. All rights reserved.

17. A Few Ideas….

18. This is not just for high tech
companies
“75% of the digital
economy is delivered
by traditional
companies in
traditional industries”
©2014 WSI. All rights reserved.

19. Begin with Strategy
• Business leaders often choose Action
before Strategy

20. Begin with Strategy
• Business leaders often choose Action
before Strategy

22. Ready Fire Aim
The digital
equivalent to this
in the offline world

23. Or this…

24. Or this…

25. Or this…
©2014 WSI. All rights reserved.

26. • Great resources
available for research
• Appoint 1 person to
own the strategy (one
of your smartest)
• It’s as much about the
questions as the
answers

27. Understanding the Landscape
©2014 WSI. All rights reserved.

28. Mobile

29. OVER 93%
OF SITES
NEED TO BE
RE-DEVELOPED
FOR MOBILE

30. Mobile
• Required - Responsive or Adaptive site

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

32. Mobile
• Required - Responsive or Adaptive site
• User Interaction Analysis (UIA)
– Not just same navigation on different devices
• Native apps

33. Social
• Have you claimed your properties?
– Consistency of content – critical for SEO
• Twitter
• Google+
• Pinterest
• LinkedIn
• Facebook

34. Social
• Have you claimed your properties?
– Consistency of content – critical for SEO
• Twitter
• Google+
• Pinterest
• LinkedIn
• Facebook
• Monitoring properties
– Sentiment analysis
– Harnessing your happy customers
– Reputation management

35. Social
• Have you claimed your properties?
– Consistency of content – critical for SEO
• Twitter
• Google+
• Pinterest
• LinkedIn
• Facebook
• Monitoring properties
– Sentiment analysis
– Reputation management
• Social Selling
– Lead generation shift

36. Driving Traffic
• PPC – enhanced campaigns – device,
location, time
• Understanding the levers
– Do you want to be #1?
– Quality score – cost and ad position
– Elasticity of demand – leverage the business
cycle

37. Understanding Business Cycles

38. Driving Traffic
• SEO – AdaptiveSEO

39. Driving Traffic
• SEO – AdaptiveSEO

40. Driving Traffic
• SEO – AdaptiveSEO

41. Driving Traffic
• SEO – AdaptiveSEO
• Content marketing – inbound marketing
– Platform leverage

42. Remarketing – Secret Weapon

43. Remarketing – Secret Weapon

44. Google Advertising
• INSERT REMARKETING IMAGE

45. Remarketing – Secret Weapon
• Increases campaign cost by 15-20%
• Increases performance by 50%
• Story boarding
• Powerful branding impact is the bonus

46. Are You Ready for Television?
©2014 WSI. All rights reserved.

47. The Power of Video Advertising
©2014 WSI. All rights reserved.

48. ©2014 WSI. All rights reserved.

49. WSI Video Broadcast Network
©2014 WSI. All rights reserved.

50. Lead Attribution

51. Lead Attribution
• Analytics
– Solving the Wanamaker Dilemma
– Customer discoveries – demo/psychographics
– Discoveries about those not buying

52. Lead Attribution
• Analytics
• Call tracking
– Have you killed the goose that lays golden eggs?

53. Lead Attribution
• Analytics
• Call tracking
• Speed to lead (MIT/Harvard Research)
– 1 vs. 2 hr response – 7 times more likely to contact

54. Lead Attribution
• Analytics
• Call tracking
• Speed to lead (MIT/Harvard Research)
• Call management

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

56. Landing Page Optimization

57. Landing Page Optimization

58. PAGE A:

59. PAGE B:

60. WHICH PAGE
PEFORMED THE BEST?
A B

61. A B
PAGE B GENERATED:
24% MORE SALES
47% INCREASE IN REVENUE PER VISITOR

62. PAGE A:

63. PAGE B:

64. A B
WHICH PAGE
PEFORMED THE BEST?

65. A B
PAGE A GENERATED:
40% INCREASE IN SALES
41% INCREASE IN REVENUE PER SALE

66. ORDER TODAY

67. MARKETERS ALWAYS MEASURE!

68. ©2014 WSI. All rights reserved.
Yet the internet is still in its infancy…
the real opportunity is ahead

69. 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
©2014 WSI. All rights reserved.

71. ©2014 WSI. All rights reserved.

72. “100,000 Kilos
today…32nd
square”
©2014 WSI. All rights reserved.

73. 461 billion metric tons –
a mountain of opportunity
©2014 WSI. All rights reserved.

74. Thank You
Digital Summit – Boca Raton, September 2014