The document presents insights from a keynote speech by Michael Leander at the Digital Marketing Summit in Dhaka, Bangladesh, focusing on the essentials of successful digital marketing strategies. Key themes include understanding customer behavior, leveraging digital channels, creating engaging content, and adapting to changing market dynamics. It emphasizes the importance of personalization, measurable objectives, and the integration of humor and storytelling in marketing efforts.

1. Digital
Marke6ng
Summit
in
Dhaka,
Bangladesh
7
elements
for
a
successful
digital
presence
Keynote
speaker
Michael
Leander
www.michaelleander.me

2. These
slides
were
presented
at
The
Digital
Marke3ng
Summit
in
Dhaka
on
20
September
2014
The
conference
was
organized
by
Bangladesh
Brand
Forum

3. You
can
handle
the
truth,
right?

4. In
modern
marke6ng
misconcep6ons,
bad
advice,
poor
decisions
and
wishful
thinking
prevails.
Stay
true
to
your
core
brand,
your
marke6ng
founda6on
and
be
realis6c
about
what,
why
and
–
especially
in
an
emerging
market
–
when
!

5. The
purpose
of
marke6ng
is
to
acquire,
convert,
sustain
and
grow
customers
whom
then
in
turn
will
a0ract
other
customers
through
referrals

6. Drive
towards
your
objec:ves
first
,
deadlines
second
!
of
95%
If
!
wrong
are
you
here,
is
effort
your
See
video
about
being
objec:ve
driven
h0p://www.youtube.com/watch?v=4mxvy_usWz8

7. Which
presenta:on?
A
–
With
fun
B
–
Without
fun

8. Walks
like
a
duck,
talks
like
a
duck
….

10. Why
are
we
so
busy
reinven6ng
the
wheel,
when
we
haven’t
fixed
the
basics
yet?

11. Can
the
future
help
you
make
digital
work
tomorrow?

12. The
answer
is
NO
!

13. Be
where
your
customers
are
and
an:cipate
where
they
will
be
in
the
future

14. Basics
are
boring
!
Tell
me
how
to
create
a
viral
campaign

15. Proven
formula
for
viral
marke5ng
–
learn
how
to
start
spreading
the
news
15
What
you
need
to
know
to
create
a
viral
campaign

16. How
to
create
a
viral
video
See
the
Jennifer
Aniston
and
Smartwater
viral
movie
here
hNp://www.marke3ngtelly.com/Jennifer-­‐
Aniston-­‐s-­‐Sex-­‐Tape-­‐Smartwater-­‐viral-­‐
campaign_v194.html

17. The
Danger
of
Band
Wagon
&
The
Urgency
of
New

18. New
opportuni:es
to
interact
and
get
a
response
from
your
audience
using
QR
codes
(or
not)

19. Fad
out
and
think
about
fric:on
and
audience
behavior

20. People
are
not
like
you
–
they
are
different
Meet:
Leave
me
alone
Larry
&
Hold
my
hand
Harry

21. Meet
Hold
My
Hand
Harry
• Not
digitally
savvy,
connected
on
ad
hoc
basis
• Needs
to
have
most
things
explained
• Needs
to
talk
to
a
real
person

22. Meet
Leave
me
Alone
Larry
• Digitally
savvy
• 100%
self-­‐serviced
• Rarely
talks
to
real
person
• Expects
you
to
respond
within
3
minutes
and
14
seconds
in
any
channel
• “Lazy
and
therefore
loyal”

23. When
will
this
be
a
reality?
To
get
a
link
to
view
the
Digital
Na3ves
video
send
an
email
to
michael@leander.me

24. Your
audience
is
exposed
to
3-­‐6000
adver:sing
messages
every
single
day

27. Key
trends
changing
buying
behavior
• Tradi3onal
buying
behavior
=
easy
to
map

28. Key
trends
changing
buying
behavior

29. Short
a0en:on
span,
loads
of
intrusion
-­‐
how
do
you
cut
through
the
clu0er?
Brain
filter
Do
I
know
you?
Do
I
need
you?
Can
I
trust
you?

30. How
to
get
into
the
Mind
Box?
Unique
passionate
emo:onal
authen:c
focused
interac:ve
meaningful…

31. 3
step
approach
to
a
winning
omni-­‐
channel
centric
marke:ng
strategy
1) Know
where
your
customers
are
and
what
their
media
preferences
are
in
each
step
of
the
buying
cycle
2) Incorporate
digital
(mobility)
channels
into
your
marke3ng,
sales,
delivery
and
reten3on
process
3) Have
technology
and
skills
in
place
for
“real-­‐3me
marke3ng”,
“customiza3on”,
“self
service”
and
measurement

32. Easier
said
than
done.
Scarcity:
Time
&
Competence,
but
an
abundance
of
opportuni3es
too,
for
example:

33. Get
10
Facebook
friends
to
vouch
for
you
to
get
your
quick
loan

34. Which
reads
the
most
words
per
minute
–
the
eye
or
the
ear?
2.500
words
per
minute
125
words
per
minute
Quote:
Eye
reads
20
3mes
faster
than
the
ear
@michaelleander

35. Pictures
drives
engagement
–
videos
too

36. Let’s
set
a
new
world
record
• Take
a
picture
of
the
person
sibng
next
to
you
(have
a
chocolate)
• Pass
the
camera
around
quickly
–
we
only
have
45
minutes
• Don’t
want
your
pic
on
Facebook
–
cover
your
face
Trondheim,
Norway
Sydney,
Australia

37. Visuals
s:r
emo:ons
in
a
heart
beat

38. Make
image(s)
sell
!
Photos
travel
if
they
are
fun
Include
USP’s
and
URL’s
if
possible
S3r
an
emo3on

39. Find
a
picture-­‐editorial
style
that
works
in
all
channels

40. Hero
shots
telling
stories

41. Consistency
with
a
superb
content
concept

42. Use
humor
and
demonstrate
the
benefit
of
your
product

44. Digital
Marke6ng
Summit
Hashtag
#DMS2014
My
handle
@michaelleander
www.twiNer.com/michaelleander

47. How
to
approach
social
media
for
immediate
Return
on
Marke:ng
Investment?

48. Listen
to
the
conversa:on
&
react
48
1
2

50. Reac:ng
to
men:ons
• Monitor
across
all
plalorms
• Have
tool
for
managing
• Have
tool
for
reac3ng
Try
search.twiNer.com

51. Unexpected
reply
My
Foursquare
message

52. Relevant,
6mely
interac6on
with
customers
and
prospects
on
a
1-­‐to-­‐1
basis.
One
person
at
a
6me

53. So
–
what
about
words?

54. Words
ma0er
a
lot
more
than
you
think,
but
only
if
you
know
which,
why,
when
and
for
how
long

55. Which
last
step
call
to
ac:on
(CTA)
bu0on
is
more
effec:ve?
Get
my
thing
Get
your
thing
Wins
9
out
of
10
:mes

56. The
Power
of
Words
See
the
power
of
words
video
here
• hNp://www.marke3ngtelly.com/The-­‐Power-­‐
of-­‐Words-­‐A-­‐very-­‐inspira3onal-­‐
video_v294.html

57. Which
landing
page
generated
most
conversions
in
this
A/B
split
test?
275
conversions
110
conversions
Landing
page
#1
Landing
page
#2

58. Pay
a0en:on
to
details
&
don’t
be
afraid
to
experiment,
don’t
be
afraid
of
failure
Create
a
culture
of
experimenta:on

59. 70%
of
people
make
purchasing
decisions
to
solve
problems.
30%
make
decisions
to
gain
something.
Source:
Impact
Communica3ons

60. Meet
Good
‘ol
AIDA
A
=
ANen3on
(Awareness)
I
=
Interest
D
=
Desire
A
=
Ac3on
=
Recommenda3on
/
Share
R

61. Meet
the
new
AIDA
A
=
ANen3on
(Awareness)
I
=
Interest
D
=
Desire
E
=
Engagement
A
=
Ac3on
Engage
me

62. New
AIDEA
Example
• Oreo
• USA
/
Global
• 100
days
of
trending
stories
• Facebook,
Pinterest,
TwiNer,
microsite
etc.

63. Oreo
Daily
Twist
–
see
video
here
• The
here
hNp://www.marke3ngtelly.com/Oreo-­‐Daily-­‐
Twist-­‐Award-­‐Winning-­‐Social-­‐Media-­‐
Marke3ng-­‐Campaign_v327.html
Tweet:
Oreo
Daily
Twist
campaign
can
be
seen
@michaelleander
invent,
integrate,
interact
is
key

64. ABOA
A0ribute
Benefit
Objec:on
Answer
64

66. ABOA
exercise
for
lead
genera6on
campaigns
#
Agribute
(feature
or
characteris6cs)
Benefit
(to
the
customer)
Objec6on
(why
isn’t
the
customer
interested)
Answer
(to
objec6on)
1
2
3
A
lead
genera3on
campaign
is
a
campaign,
which
leverages
a
combina3on
of
channels
to
acquire
qualified
leads.
The
measurement
is
typically
based
on
Cost
Per
Lead
or
the
beNer
Cost
Per
New
Customer
or
Cost
Per
Order

67. Let’s
talk
basics!
ACID
TESTING

68. Which
of
these
three
elements
do
you
consider
to
be
the
most
important?
A)
Crea3vity
B)
Proposi3on
(message)
C)
Target
audience
Investment
distribu:on
in
most
businesses
55%
30%
15%

69. Matching
your
message
with
the
right
target
audience
is
very
important
10%
Crea:vity
30%
Proposi:on
(message)
60%
Target
audience
Invest
more
in
improving
access
to
your
target
audience
and
knowledge
about
your
target
audience
for
improving
results
immediately

70. Don’t
count
the
customers
you
reach
–
Reach
those
who
count

72. See
this
funny
film
by
click
on
the
link
below
hNp://www.marke3ngtelly.com/Catherine-­‐
Tate-­‐the-­‐offensive-­‐translator_v265.html

73. Content
in
context
=
Higher
conversion

74. Connec6ng
content
to
the
buying
process

75. What
really
decides
consumers
to
buy
or
not
to
buy
is
the
content
of
your
adver:sing,
not
its
form.
David
Ogilvy

76. Using
humor
is
fine,
but
make
sure
you
connect
to
your
core
value
proposi:on
Find
the
Berlitz
TV
commercial
that
went
viral
here
hgp://www.marke6ngtelly.com/Berlitz-­‐viral-­‐tv-­‐commercial-­‐the-­‐coast-­‐
guard_v325.html

77. Wow’in
is
not
enough.
You
must
know
how
to
a0ract
monetary
value
from
your
ac:vi:es
wherever
they
take
place

78. 5
Easy
ROMI
Tips
• Set
specific
and
3me
limited
objec3ves
• Understand
interdependencies,
i.e.
if
your
banner
ad
doesn’t
work,
maybe
the
problem
is
your
landing
page,
not
the
traffic
generated
• Content:
Beware
of
Winners
&
Fillers
• Break
it
down!
Life3me
value
>
acquisi3on
costs
>
nurturing
costs
>
data
capture
costs
• Track
everything
and
store
in
campaign
system
linked
to
CRM
(1
data
repository)

79. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share
is
good
ac:on
counts
Like
is
NOT
a
currency,
engagements
conver5ng
to
ac5ons
are
@michaelleander

80. Likes
Clicks
Shares
Ac6ons

81. Digital
cannot
fix
all
problems
• See
the
French
viral
video
here
• hNp://www.marke3ngtelly.com/Incredible-­‐
viral-­‐marke3ng-­‐campaign-­‐with-­‐a-­‐powerful-­‐
punchline-­‐share-­‐if-­‐you-­‐care_v324.html
To
connect
on
Linkedin
use
Michael@michaelleander.me

82. Understand
what
is
relevant
to
measure
and
why
it
ma0ers
to
your
success

83. How
to
structure
a
website
for
maximum
response
and
success?

84. Focus
on
conversion
path
and
usability
The
8
second
test

86. What
did
you
see?
Ø Create
a
clear
path
for
naviga3on
targe3ng
different
audience
types
(personas)
Ø Make
it
easy
to
understand
where
to
go
next
Ø Think
about
a
funnel

87. No
more
one
size
fits
all
–
no
more
pretending

88. Personalize
and/or
customize
the
online
experience

89. Dumb
sta6c
approach:
Homepage

90. Sta:c
approach
insight
driven:
What
does
your
visitor
want
to
do
next?

91. Model
for
content,
customiza6on
and
personaliza6on
planning

92. Can
your
visitors
FURDIC
?
– Find
– Understand
– Relate
– Do
– Interact
– Complete
(transac3on)

93. FIND,
Serve,
Convert
Dynamic
Entry
page
Campaign
Google
Social

94. Am
I
in
the
right
place
?
Looks
for
signals
Finds
signal
quickly
No
signals
found
Good
experience

95. Use
commonsense
>
increase
your
conversion
rates
Banner
adver3sement
Landing
page

96. In
Summary:
Own
the
Experience
>
An3cipate
customer
needs
>
Provide
3mely
service
>
Differen3ate
communica3on
>
Personalize
communica3on
>
Understand
preferences

97. CALL
ME
+45
27
28
29
53
EMAIL
ME
Michael@michaelleander.me
TWEET
ME
@michaelleander