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WSI Digital Summit São Paulo

WSI is a digital agency network founded in 1995 with over 1000 offices in 87 countries. The document discusses how the world has changed in the last 20 years with the rise of digital technologies and outlines strategies for companies to harness digital opportunities. It emphasizes the importance of having a digital strategy and understanding the digital landscape, which is increasingly mobile-focused and driven by social media. The document also provides recommendations for driving online traffic, measuring effectiveness through analytics and testing, and leveraging emerging technologies for growth.

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Harnessing Digital November 2014
Who is WSI? • Founded in 1995 • World’s largest digital agency network • 1000+ offices • Operating in 87 Countries ©2014 WSI. All rights reserved.
Our Corporate Partners
Award Winning Work ©2014 WSI. All rights reserved.
The world has changed during the last 20 years…
WSI Model • Digital Guide…a “Digital Sherpa” ©2014 WSI. All rights reserved.
Your Digital Guide Book • Digital Minds – by WSI’s Digital Consultants • 5 Star Rating with Amazon ©2014 WSI. All rights reserved.
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.
A Few Ideas….
Begin with Strategy • Business leaders often choose Action before Strategy
Begin with Strategy • Business leaders often choose Action before Strategy
Ready Fire Aim The digital equivalent to this in the offline world
Or this…
Or this…
Or this… ©2014 WSI. All rights reserved.
• 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
Understanding the Landscape ©2014 WSI. All rights reserved.
Mobile
OVER 93% OF SITES NEED TO BE RE-DEVELOPED FOR MOBILE
Mobile • Required - Responsive or Adaptive site
Mobile • Required - Responsive or Adaptive site • User Interaction Analysis (UIA) – Not just same navigation on different devices
Mobile • Required - Responsive or Adaptive site • User Interaction Analysis (UIA) – Not just same navigation on different devices • Native apps
Mobile • Required - Responsive or Adaptive site • User Interaction Analysis (UIA) – Not just same navigation on different devices • Native apps • Geo-fencing
Social • Have you claimed your properties? – Consistency of content – critical for SEO • Twitter • Google+ • Pinterest • LinkedIn • Facebook
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
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
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
Understanding Business Cycles
Driving Traffic • SEO – AdaptiveSEO
Driving Traffic • SEO – AdaptiveSEO
Driving Traffic • SEO – AdaptiveSEO
Driving Traffic • SEO – AdaptiveSEO • Content marketing – inbound marketing – Platform leverage
Remarketing – Secret Weapon
Remarketing – Secret Weapon
Google Advertising • INSERT REMARKETING IMAGE
Remarketing – Secret Weapon • Increases campaign cost by 15-20% • Increases performance by 50% • Story boarding • Powerful branding impact is the bonus
Are You Ready for Television? ©2014 WSI. All rights reserved.
©2014 WSI. All rights reserved.
WSI Video Broadcast Network ©2014 WSI. All rights reserved.
Lead Attribution
Lead Attribution • Analytics – Solving the Wanamaker Dilemma – Customer discoveries – demo/psychographics – Discoveries about those not buying
Lead Attribution • Analytics • Call tracking – Have you killed the goose that lays golden eggs?
Lead Attribution • Analytics • Call tracking • Speed to lead (MIT/Harvard Research) – 1 vs. 2 hr response – 7 times more likely to contact
Lead Attribution • Analytics • Call tracking • Speed to lead (MIT/Harvard Research) • Call management
Testing • Landing Page Optimization • Digital Alchemy – Traffic costs don’t change, but results do! • Multivariate analysis
Landing Page Optimization
Landing Page Optimization
PAGE A:
PAGE B:
WHICH PAGE PEFORMED THE BEST? A B
PAGE B GENERATED: 24% MORE SALES 47% INCREASE IN REVENUE PER VISITOR A B
PAGE A:
PAGE B:
WHICH PAGE PEFORMED THE BEST? A B
PAGE A GENERATED: 40% INCREASE IN SALES 41% INCREASE IN REVENUE PER SALE A B
ORDER TODAY
MARKETERS ALWAYS MEASURE!
Yet the internet is still in its infancy… the real opportunity is ahead ©2014 WSI. All rights reserved.
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.
©2014 WSI. All rights reserved.
“100,000 Kilos today…32nd square” ©2014 WSI. All rights reserved.
461 billion metric tons – a mountain of opportunity ©2014 WSI. All rights reserved.
Thank You November, 2014