This document provides an overview of strategies for planning marketing in 2017, including the power of strategies, AI assistants, communication bots, micro-moments, immersive AR/VR, and analytics. Key points discussed include preparing for the rise of AI assistants by voice and developing conversational content, using bots to streamline customer support and enhance experience, optimizing content for micro-moments of user intent, how brands are adopting AR/VR, and using data analytics and visualization tools to measure campaign metrics and optimize tactics. The concluding thoughts emphasize testing strategies with users, delivering an engaging experience across channels, and using data-driven insights to continuously improve.

1. Hello, we are
PLANNING YOUR MARKETING FOR 2017

2. Introducing the space
1. The power of strategies
2. AI Assistants
3. Communication bots
4. Micro moments
5. Immersive AR/VR
6. Analytics
Concluding thoughts

3. Is your brand ready for the new tech
of 2017?

4. BUT WAIT…

5. Children are fearless (Virgin PR)
They are exhaustingly curious (Amazon data)
Children are good at breaking things (Facebook)
Kids tell the truth (Apple FBI)
They don’t grow up fast (Nespresso)
MARKETING CAN BE DONE IN BABY STEPS

6. THE POWER OF STRATEGIES

7. A strategy is about shaping the future
Max McKeown PhD , The Innovation Book, Financial Times, Warwick Business School

8. "Trust me, he’s a great lover"
"I’m a great lover.
I’m a great lover.
I’m a great lover.”
PUBLIC RELATIONSADVERTISING
“I understand that you’re
a great lover"
BRANDING
"I’m a great lover"
MARKETING

9. COMMUNICATION
3. ‘Baked-in’ communication:
_ Channel agnostic
_ Shareable content
_ Socially connected
_ Widget driven
_ Physical and digital
BEHAVIOUR
2. Creating behaviours:
_ Modern identity
_ Design system
_ Ubiquitous and mobile
_ Personalisation
_ User centricity
_ Easy to transact with
PERSONALITY
1. Developing a personality:
_ Brand essence
_ Unique mission
_ Tone of voice
_ Strong narrative
_ Unique content
_ Architecturally driven
BUILDING A BRAND

10. Behaviour
Personality
Communication
We have a mission in life, including values, morals and our
very own nucleus with intrinsic and extrinsic qualities.
Based on a variety of triggers, we change our
mood, looks and behaviour.
We connect and adapt to different
people and the environment around us.
BRANDS ARE LIKE US

11. DESIGN SYSTEMS

12. Control
Situation analysis
O
bjectives
Actions
Tactics
Strategy
S
O
S
T
A
C
SOSTAC
Planning System
SOSTAC DESIGN SPRINTS
METHODOLOGIES
Strategy
Prototype
Design Sprint
Validate Design
USER-CENTRED
DESIGN
ConceptingPrototyping&
Us
er Testing
D
iscovery
Approval
Stakeholder
analysis
Persona
segmentation
Competitor
analysis
Content
strategy
Flows of
control
Information
Architecture
Art direction
Wireframing
Prototyping
Usability
testing
Measure &
iterate
1
2
3
4
5
6
7
8
9
10
11
12
User-Centred
Design
Strategy
Prototype
Design

14. What are your main business objectives for 2017?
How can your marketing and brand strategy help you achieve those
objectives? Does anything need to change?
E.g. Generate X% of turnover, improve back-office efficiency by X%.
E.g. Create a new campaign around piece of content such as ABC, launch a brand extension etc.
STRATEGIES - ACTIVITY 5 mins

15. What activities or qualities must our brand (or user experience) have to
adapt?
Where and how are you going to be tracking your KPIs?
E.g. via my CRM or by creating a business dashboard.
E.g. improve communication or understandability for persona A and/or persona B.
STRATEGIES - ACTIVITY 5 mins

16. TIPS FOR STRATEGIES
The customer experience roadmap and brand strategy need to
synchronise and drive your go-to-market approach.
Use proven strategic models such as UCD, SOSTAC and Design
Sprints to come up with future friendly strategies.
Use a strategy to focus your people, resources and provide clarity
across a range of decisions.

17. PREPARE FOR AI ASSISTANTS

18. Google Now Cortana Siri Alexa
THE MAJOR TECH FIRMS HAVE HEAVILY INVESTED IN AI SEARCH
AI SEARCH

19. • Cloud-basedProfile • Cloud-based • Device-based
Email • Gmail • Mail on Windows • Mail on iOS
Search • Google • Bing • N/A
Browsing • Chrome • Edge • N/A
Location • Google apps & devices • Microsoft apps & devices • Device History
Calendar • Google • Calendar on Windows • Apple Calendar
News • Google News
• Cortana notebook • Apple News
Finance • Google Finance
• Cortana notebook • Apple Stocks
• Device-based
• IFTTT
• Amazon
• Bing
• N/A
• Google
• BBC etc’
• Gobby Apps
HOW DO PERSONAL ASSISTANTS DEVELOP AI?
AI SEARCH

22. “HEY SIRI, CALL ME AN UBER!"

23. “WHO IS WINNING THE CUBS GAME?"

24. “WHO WON THE PREMIER LEAGUE?”

25. 50% of all searches will be voice searches by 2020.
Comscore

28. Would an Alexa skill benefit your business?
E.g. would a user be likely to interact with my brand through Alexa or another type of AI?
What would your Alexa skill’ or AI app do? How would it benefit your users?
E.g. the user could get the latest news from my business through voice search.
AI - ACTIVITY 5 mins

29. TIPS FOR AI
Develop website content with a conversational tone and provide
specific answers to users’ questions.
Content that answers specific questions will make your website a
go-to resource and more favourable for AI and voice search.

30. INTRODUCING THE COMMUNICATIVE BOT

31. ARE BOTS ARE THE NEW APPS?

32. 20%
10%
18%
51%
September 22, 2015 - comScore Whitepaper, The 2015 U.S. Mobile App Report
PRIMARY
USED APP
SECOND MOST
USED APP
THIRD MOST
USED APP
ALL OTHER
APPS
MOST USERS DEVOTE ALMOST ALL OF THEIR TIME TO THREE APPS

39. Would a bot benefit your business?
E.g. is there a need for one of my personas to use a bot? If so, how would it be valuable to them and my business?
What would your bot do (and not do)? Please list the type of assistance it
could (and could not) provide to users.
E.g. if a user provides their account number to the bot, the bot would tell the user their latest activity levels with my
services.
BOTS - ACTIVITY 5 mins

40. TIPS FOR CREATING BOTS
Bots can streamline customer support, operations and enhance the
customer experience.
They live on servers and typically are easier to develop than apps.
This allows users to interact with them anywhere!
Within bots for Facebook messenger, the main engine is the Send/
Receive API. It helps to train the bot using samples.

41. MICRO-MOMENTS

42. Dreaming
“Mobile has forever changed what we expect of brands. It's fractured the
consumer journey into hundreds of real-time, intent-driven micro-
moments.”
Exploring
DoingBooking
I-want-to doI-want-to buy
I-want-to know I-want-to go
1 2
3 4
INTRODUCING MICRO-MOMENTS

43. Mobile & AI are encouraging user searches to move away from
short tail queries, to long tail, conversational questions.
Micro-moments capitalise on contextual persona search states
of knowing, going, buying and doing.
Frequently answered snippets appear higher in SERPs. So, our
content can prevail by understanding and answering user
questions.
This concept works with other advances such as Google
RankBrain. These help to suggest future search results to
users.
Source: searchengineland.com
WHY MICRO-MOMENTS?

44. Reimagine keyword research by using
answerthepublic.com to formulate
the what, why, when and where

45. • Mobile first: Google will prioritise
responsive content
• Group FAQs and similar topics on one
page within a narrative
• Use typographical semantics so moments
are grouped within H2s
• Try to use short sentences below the
header as a summary
• Use anchor tags so users can go to
different content on same page
OPTIMISING CONTENT FOR A FEATURED SNIPPET

46. LEGOLAND IN NYC - BUILDING AN ‘EXPERIENCE WHEEL’

47. Use keyword modifiers to help frame your micro-moments
RETAIL EXAMPLE
Prepositions:
(Keyword) + With, Without, Versus,
Near, Like and For
KEYWORD MODIFIERS

48. What are the key micro-moments (or user mind-sets) for your offering e.g.
before, during and after intent? Please explain how these would differ from
persona to persona.
PERSONA A
PERSONA B
PERSONA C
PERSONA D
MICRO-MOMENTS - ACTIVITY 10 mins

49. TIPS FOR MICRO-MOMENTS
It is important to examine the context and dissect the search
results depending on your industry.
Google takes into account the context of each search term and
displays the most relevant results.
You can optimise content for Google’s Instant Answers (Featured
Snippets) and gain more SERP real estate.

50. IMMERSIVE AR/VR

51. Source: https://i.ytimg.com/vi/Yv04zg7buqE/maxresdefault.jpg
GOOGLE
CARDBOARD
Many major tech firms are well vested in VR and
AR
FACEBOOK
OCULUS RIFT
SAMSUNG
GEAR
PLAYSTATION
VR
MICROSOFT
HOLO LENS
VR AND AR

52. 21 3 4 5
VIRTUAL REALITY - THE CONSUMER JOURNEY
+
BUY THIS
AWARENESS
The user receives a VR trigger
to view a product. They may
have to download an app
RESEARCH ENGAGEMENT
The user experiences a new way of
exploring and shopping for
products through VR
CONSIDERATION
The user then selects items
using controls on the VR
headset or device
PURCHASE
Once selected, the user
completes checkout on
the device
The user connects their
device to a VR headset to
immerse themselves

53. Volvo Reality: XC90 VR Test Drive
HOW ARE BRANDS ADOPTING VR?

54. JW Marriott Teleporters
HOW ARE BRANDS ADOPTING VR?

55. Inkhunter allows
you to visualise
how a tattoo
might look on
your body.
HOW ARE BRANDS ADOPTING VR?

56. HOW ARE BRANDS ADOPTING VR?
Pokémon Go

57. “By 2020, AR/VR could be worth $150 billion,
with AR taking the lion’s share around $120
billion and VR at $30 billion.”
digi-capital.com

58. Would AR/VR benefit your business?
E.g. is there a need for one of my personas to use AR/VR? How could this add value for them and my business?
AR/VR - ACTIVITY 5 mins

59. TIPS FOR AR/VR CONTENT
AR/VR is an innovative tactic adopted by forward-thinking
companies. It bridges the physical & digital worlds to create an
immersive experience.
Marketers should remember that AR is not about creating a
completely new reality. It’s about enhancing what already exists.

60. ANALYTICS

61. “It is a capital mistake to theorise
before one has data.”
Sherlock Holmes

62. Retrieve the
data
Data mining and
analysis with R
Visualisations with
Tableau
Insights
1 2 3 4
DATA ANALYSIS - EFFECTIVE MARKETERS’ JOURNEY

63. “Data is the new oil.”
Michael Palmer

64. USING ‘R’
By connecting with sources like Google Analytics and AdWords, we can analyse the impact
certain events have on our data.
Here, R visualised the Google Penguin Update’s impact on our website traffic. It compares the
expected impact and the actual impact.

65. THE POWER OF TABLEAU

66. GOOGLE DATA STUDIO

67. By using data to analyse their pitch
and player performance, Leicester City
FC won the Premier League last year.

68. We created a dashboard to monitor
productivity and increase the
visibility of pressure points, pipeline
and other data at Cyber-Duck.

69. What metrics did you use to optimise your last campaign?
Can you sketch your data dashboard?
E.g. what metrics would you like to track on a day-to-day basis? Website engagement, traffic sources…
E.g. increased paid social bids due to high engagement and conversion with content, observed via GA.
ANALYTICS - ACTIVITY 5 mins

70. TIPS FOR DATA ANALYTICS
Tie your data output requirements together with your strategy and
goals from the outset. Make the KPIs visible to everyone to
increase motivation.
Automate the number reporting as much as possible. Your team
should focus on ‘insight extraction’ from the data at a glance, as
opposed to calculations.

71. CONCLUDING THOUGHTS

72. SUMMARY
It’s never been more important to test and validate your marketing
strategies (including messaging) with real users.
A compelling brand direction should underpin your tactics for each
channel.
Together, your channels must deliver an engaging, cohesive user
experience. Micro-moments and user-centred design can help unite
your tactics.
Set and measure your KPIs constantly. Data-driven insights can
help you optimise your tactics to achieve success.

73. @CYBERDUCK_UK
THANKS FOR JOINING US
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