The most successful digital leaders are those Marketers who know how to navigate the existing landscape and opportunities to acquire and connect with customers. As new tech and channels emerge, others opportunities emerge even more quickly for connecting existing channels using proven strategies that maximize marketing ROI, cut through the noise and clutter of advertising, leverage best practices in data-driven marketing, and help your business grow. This fast-paced session will help you keep up-to-speed with the latest industry strategies, insights, trends, and predictions for successful current and future digital marketing tactics.

1. MASTERCLASS
Kenneth Kinney
VP MARKETING & DIGITAL STRATEGY,
AI MEDIA GROUP
CHICAGO, IL ~ JUNE 20 - 21, 2019 | DIGIMARCONMIDWEST.COM
#DigiMarConMidwest
Digital Strategy
Master Class

2. The most successful digital leaders are those Marketers who know how to navigate the
existing landscape and opportunities to acquire and connect with customers. As new tech
and channels emerge, others opportunities emerge even more quickly for connecting
existing channels using proven strategies that maximize marketing ROI, cut through the
noise and clutter of advertising, leverage best practices in data-driven marketing, and help
your business grow. This fast-paced session will help you keep up-to-speed with the latest
industry strategies, insights, trends, and predictions for successful current and future digital
marketing tactics.
Digital Strategy Master Class

3. CHALLENGES

4. Challenges ahead….

5. NOISE

7. YOU’RE LIKELY
FOCUSED ON….

8. Leads and Sales

9. BRAND
DIFFERENTIATION

10. Why?Why Buy One vs. the Other? 95% of purchase decision-making
takes place in the subconscious
mind.
— Gerald Zaltman, Harvard
Business School, “How Customers
Think”
“As you might imagine, our brains
are adept at filtering out irrelevant
information. Emotion gets out
attention through our senses-which
then influence out decision-making
processes. Brands that create an
emotional connection to
consumers are much stronger than
those that don't- it's as simple (and
complicated) as that.”
“When we brand things, our brains
perceive them as more special and
valuable than they actually are.”
― Martin Lindstrom, author of
“Brand Sense” and “Buyology:
Truth and Lies About Why We Buy
and the New Science of Desire”

12. If you took off the logo, then would
people know your brand?
What is your differentiator? Not only is
this a question about the quality of
your content marketing but it’s also a
Brand vs. Non Brand strategy for your
paid media and advertising.
The Differentiator

13. When You Think Coffee Near Me You Think….

14. The Power of Brand

15. THINK SMALLER

16. Hyper Think Your Near Me Strategy

17. CONTENT

18. Is Content Still King?

20. Content Marketing Strategy
In 2018, only 39% of
content marketers have a
documented content
marketing strategy. That
number, however, jumps to
65% among top performing
organizations.
- CMI & MarketingProfs

21. 1. Adobe Creative Cloud (Adobe)
2. WordPress (Automattic)
3. Google Docs (Google)
4. Canva (Canva)
5. Drupal (Drupal Association)
6. SharePoint (Microsoft)
7. Sitecore Web Experience Manager (Sitecore)
8. Curata Curation Software (Curata)
9. InVision (InVision)
10. LiveChat (LiveChat Software)
Top 10 Content Marketing Tools based on
CabinetM data:

22. According to the Content Marketing
Institute and MarketingProfs, 75% of
content marketers report using
technology to gain insight into how
their content is performing, while only
56% use it to gain insight into audience
preferences and behavior.
Technology Stacks

23. BLOGS

24. Blogs
According to many estimates,
there are over 1.6 billion
websites in the world and
more than 500 million are
recognized as blogs.
The authors from those sites
account for over 2 million
blog posts daily.

25. • Why doesn’t your blog rank?
• Consistency
• Quality over Quantity
• Write to 1
• Problem solving
• Authentic
• Consider the author
Blogs

26. 1. Go to a keyword ranker
2. Type in your competitors’ URL(s)
3. Look at what ranks high for them.
4. Look for a keyword that has a low search but high cost per
click.
5. Go to Google and search for the keyword. Read the
articles in the top 10 to see what is ranking. Also look at
11-20.
6. Write a much better article that solves problems for
customers and is better than your competitor’s blog post.
7. Solve a problem. Don’t write the longest blog post.
8. Email employees, publishers, influencers, and sites that
share your other posts. Ask them to link to it or share on
their social channels.
9. Get your employees to amplify your content.
10. Stop writing articles that suck!
Blogs

27. CONTENT
CLUSTERS

28. Content Clusters
Option 1
1. Pick a topic/overarching theme
2. Look at the keywords and define
your clusters
3. Build and create clustered
content around that overarching
theme
4. Create your pillar page and
optimize
5. Add links between the pillar and
cluster pages that drives traffic
eventually back to your pillar
page that converts
6. Optimize
7. Test
8. Optimize again and again
Option 2
1. Pick a topic/overarching theme
2. Look at the keywords and define
your clusters
3. Find out which piece of your
current content ranks the
highest, gets the most traffic,
and converts best
4. Build and create other pieces of
content around that pillar piece
that supports the pillar content
5. Add links between the pillar and
cluster pages that drives traffic
eventually back to your pillar
page that converts best
6. Optimize
7. Test
8. Optimize again and again

29. Use the Northern Star to Avoid Content Shock
Take your top content and…..
1. Repurpose it
2. If audio or video, then transcribe
your content for audiograms,
blog posts, social posts, etc.
3. If it’s text, then make images or
video of your content
4. Integrate this content into your
stories and your ads (yes, you’re
ads)
5. Share it as micro content
6. Have influencers share micro
content
7. Have employees share micro
content
8. Share it again multiple times a
year

30. EMAIL
MARKETING

31. Email Marketing
• Daily average number of emails for office workers:
• Receives – 121; sends - 40
• Percent of professionals name email as their favorite
mode of communication: 86%
• Read on mobile devices: 66%
• Considered spam: 49.7%
• Average open rate for email sent in North America:
34.1%
• Mobile open rate in U.S. for marketing email: 13.7%
• Desktop open rate in U.S. for marketing email: 18%
• Average open rate for political emails: 22.8%
• Average length of subject line for the highest read rate:
61 to 70 characters
• The top day for email volume is Cyber Monday.
• Percent of mobile users who read an email based on its
subject line: 33%

32. Why do you
design emails
using this?

33. When you read
them with this?

34. Email Marketing
• Build your 1st party
email lists
• Don’t spam
• Be a Publishing House

35. PODCASTS

36. Podcasts
According to one estimate by
Edison Research, there are over
660,000 podcast shows.
As of February of 2018, there
were over 28 million episodes.
45% of podcast listeners have a
household income of over $75K.

38. SHAMELESS PLUG

39. VIDEO

40. Video and YouTube
• 1st YouTube video – April
23, 2005
• 400 hours of video are
uploaded every minute
• # of people who use
YouTube – 1,300,000,000
• Almost 5 billion videos are
watched on Youtube every
single day.

41. SOCIAL MEDIA

42. 4Chan: 22 million
Airbnb: 150 million users
Facebook: 2.320 billion users
Flickr: 90 million users
Google+: 111 million users (RIP)
Instagram: 1bn users
LinkedIn: 610 million users
MySpace: 15 million users
Periscope: 10 million users
Pinterest: 250 million users
Reddit: 542 million users
Snapchat: 186 million daily users
Twitter: 326 million users
Wechat: 1.12 billion users
Weibo: 600 million users
WhatsApp: 900 million users
Youtube: 1.5 billion users
#nonewsocialmediachannelsplease

43. Generally speaking,
only ½ of 1% are
sharing your content.
Caring Is Not Sharing?

45. Facebook Pixel

46. What are your competitors doing?

47. DOES INFLUENCER
MARKETING
WORK?

48. Who Are Influencers?

49. ORM

50. Reputation and Social Listening
Will it affect lead generation and sales?
Should you be listening?
• Sprinklr
• Hootsuite
• Sprout
• Spredfast
or
Does reputation matter?
• Reputation.com
• Reputation Management Consultants
• Birdeye
• Podium

51. EMPLOYEE
ENGAGEMENT

53. WHO IS THE
HERO?

54. Heroes

55. PAID MEDIA

56. Track Leads! Not Clicks!
Don't optimize traffic. Optimize traffic that converts.

57. What do channels
teach us?

58. CONTEXT

59. Think When Appropriate
• Attention
• Ad recall
• Less negative reaction
• Less waste
• Brand perception
• Sales response
• How the brain processes
• Targeted mindset
• Emotion
• Priming
• The halo effect

60. THE JOURNEY

61. • Education
• Luxury Automotive
• Retail
Touches to convert by industry

62. • Education
• Luxury Automotive
• Retail
Days to convert by industry

63. Your customer took the road more optimized….

64. Let Data Remove Bias

65. Look to the Far East

66. DIRECT
MARKETING
TACTICS

68. OPTIMIZATION

69. Still one of the most underutilized
tactics for digital marketers to increase
leads and sales
Optimize, Optimize, Optimize

70. • Leave them with a softer message
in order to further CONNECT to
your brand
• Show them your charitable causes
• Link them to premium content
• Profile employees
• If you have to upsell, then make it a
very soft upsell
Optimize Thank You Pages

71. ATTRIBUTION

73. Modeling • First Click
• Last Click
• Linear
• Time Decay
• Position
Model

74. MEASUREMENT

75. What are you really measuring?

76. MARTECH

78. AI and MACHINE
LEARNING

79. AI and Machine Learning

80. TV and VIDEO

81. Time with Media

82. How We’ve Considered TV

83. TV Spend

84. Spending More on Digital Video

85. Average % Digital Video Allocation

87. Game Changer for Video

88. Turf War
TV Buyers
• Scale
• Reach
• Big screen content
• Negotiating power
Digital buyers:
• Data
• Targeting
• Integration with other digital marketing
efforts

89. DATA

90. Data Challenges Ahead

91. Gig = 1 Brick
Data Produced per Day in 2018 = 33 Zettabytes
3.873 Great Walls of China per day
How Much Data
1 kilobyte = 1,000
1 megabyte = 1,000,000
1 gigabyte =1,000,000,000
1 terabyte = 1,000,000,000,000
1 petabyte = 1,000,000,000,000,000
1 exabyte = 1,000,000,000,000,000,000
1 zettabyte 1,000,000,000,000,000,000,000

92. How Clean Is Your Data?Data

93. If your data isn’t clean and accurate,
then it will significantly disrupt your
ability to measure campaign success
and/or failure.
How Clean Is Your Data?

94. AUDIENCE
TARGETING

95. You have to know the
audience you’re
targeting….but dive in
much deeper than
personas.
Targeting

96. BRAND/
PUBLISHER

97. Think Like a….

98. VOICE

99. Voice

100. CAUSE

101. Find a Cause
that Matters

102. Find a Cause
that Matters

103. TEAMS

104. Digital Marketing Team’s Got Talent?

105. SILOS

106. Your customers don’t exist in silos.
Why do your marketing and
advertising efforts?

107. Omni

108. HOW MANY
VIEWS OF YOU

111. LEARN

112. Google Trend Data Is for….

113. Marketers Must Get Smarter
Today’s Digital Marketer needs to become an expert in:
SEO, SEM, PPC Advertising, ORM, Social Media, Call
Intelligence, Data, AI and Machine Learning, Website
Development, Graphic Design, Video Design, Campaign
Management, Budgeting, Forecasting, Content, Email,
Influencer, Affiliate, Mobile, CRO, Audio, Chat, AR/VR,
Targeting, TV, Data Mining, Link Building, List Building,
Analytics, Tech Stacks and Automation Tools, Customer
and Digital Experience, Branding, PR, Ad Copy, Project
Management, Campaign Ops, Whatever product or
service your brand actually sells, etc., etc., etc.
And then there’s what’s really important to learn….YOUR
CUSTOMER

114. PROBLEM
SOLVING

115. What problems
are you as a
brand and as a
marketer trying
to help solve for
your customer….

116. ….when we know that
those problems are
actually more complex
like this?

117. So why do we
look at our
customers like
this?

118. CUSTOMER
CENTRIC

121. SEO
Focus more on User Experience than Title tags

122. Replace….

123. ….with

124. Challenge
The most important
thing that you should
do today for every
marketing effort you
make is to FOCUS on
your customer. Help
them solve problems.
OBSESS on it.

126. ASharksPerspective.com

127. Kenneth Kinney
VP of Marketing and Digital Strategy,
Ai Media Group (aimediagroup.com)
Host of “A Shark’s Perspective”
Marketing Podcast
asharksperspective.com
/KennethKinney
@Kennethkinney
@asharksperspective

129. THANK
YOU!