EVOLVE'13 | Keynote | Building a Digital Collective | Todd Schwarz
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Todd Schwarz discusses the need for organizations to take a collective approach to digital marketing. He argues that digital marketing can no longer be the responsibility of just one person or department, but must involve everyone. Schwarz outlines several key concepts for organizations to focus on, including targeting anonymous users, asking customers for information, using next generation design paradigms, and building marketing efforts with an understanding of customer context. He advocates starting small with digital marketing initiatives but having a plan to think big over time.
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EVOLVE'13 | Keynote | Building a Digital Collective | Todd Schwarz
- 1. 1 BUILDING A DIGITAL MARKETING COLLECTIVE WE ARE IN THIS TOGETHER
- 2. 2 STANDARD QUESTIONS The top 5 digital marketing questions: • Who owns digital marketing for our site? • What does it take to succeed in digital marketing? • What are the big, transformative steps that need to be taken? • When can I expect to see value from my digital marketing spend? • What new technology do we need? Sound familiar? BUILDING A DIGITAL COLLECTIVE
- 3. 3 ABOUT Todd Schwarz • SVP with Acquity Group / Managing Director with Accenture Interactive • 16+ years of experience
- 4. 4 ACQUITY GROUP HOW WE MAKE TOMORROW CUSTOMER ACQUISITION CONTENT & COMMERCE OMNI-CHANNEL BRAND ENGAGEMENT DIGITAL TRANSFORMATION
- 5. 5 BUILDING A DIGITAL COLLECTIVE STARTING THE DIGITAL MARKETING DAY It begins like any other:
- 6. 6 BUILDING A DIGITAL COLLECTIVE LET’S START SMALL One cup. Maybe two.
- 7. 7 BUILDING A DIGITAL COLLECTIVE OR LET’S PLAN FOR MORE More than one person = You need a pot of coffee (or a couple pots).
- 8. 8 BUILDING A DIGITAL COLLECTIVE NOT BIG LEAPS 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 You wouldn’t make all the coffee for the month on one day…
- 9. 9 You make coffee every day and everyone helps keep the coffee flowing! BUILDING A DIGITAL COLLECTIVE DAILY STEPS 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
- 10. 10 Like making coffee, you wouldn’t spend only one day a month on all your digital marketing needs It’s a daily process But who’s supposed to take care of it? BUILDING A DIGITAL COLLECTIVE ROLES & RESPONSIBILITIES
- 11. 11 You could have an every day Chief Coffee Officer… BUILDING A DIGITAL COLLECTIVE ROLES & RESPONSIBILITIES
- 12. 12 But if your CCO is out of the office… BUILDING A DIGITAL COLLECTIVE ROLES & RESPONSIBILITIES
- 13. 13 Not to fear. Making coffee can be the responsibility of everyone! BUILDING A DIGITAL COLLECTIVE ROLES & RESPONSIBILITIES
- 14. 14 BUILDING A DIGITAL COLLECTIVE THE NEED TO CHANGE Just like everyone needs to support making coffee in the morning, everyone needs to be part of Digital Marketing. Yet, too often, digital marketing is thought of as the responsibility of an individual person or a single department.
- 15. 15 BUILDING A DIGITAL COLLECTIVE THE NEED TO CHANGE Just like everyone needs to support making coffee in the morning, everyone needs to be part of Digital Marketing. Yet, too often, digital marketing is thought of as the responsibility of an individual person or a single department. Digital Marketing is forcing us to rethink about how we organize our business and how we organize our teams. It is increasingly becoming the responsibility of everyone who works on the digital channel.
- 17. 17 BUILDING A DIGITAL COLLECTIVE DATA IS ENDLESS Digital Data is Endless… and Growing.. Adver5sing & Acquisi5on Interest Intent Retain Discovery Conversion “How do I organize and manage my digital data?” “How do I find actionable insights out of mountains of data?” “How do I optimize across the customer journey and target?”
- 18. 18 BUILDING A DIGITAL COLLECTIVE WHERE DO YOU START Behavioral “What I’ve done” Environment “Where I am now” Social “What I like” Demographic “Who I am” Acquisition “What I’m looking for” TOO MUCH DATA: TOO MANY TOOLS: NOT ENOUGH INSIGHTS: ?
- 19. 19 BUILDING A DIGITAL COLLECTIVE WHERE DO YOU START Behavioral “What I’ve done” Environment “Where I am now” Social “What I like” Demographic “Who I am” Acquisition “What I’m looking for” TOO MUCH DATA: TOO MANY TOOLS: NOT ENOUGH INSIGHTS: ? ORGANIZE DATA MAXIMIZE TOOLS INCREASE INSIGHTS Manage Silo + Multi-Channel Data Increase Value of Solutions Answer Questions/ Provide Value
- 20. 20 BUILDING A DIGITAL COLLECTIVE ENTER MARKETING CLOUD = HAPPY CUSTOMERS
- 21. 21 BUILDING A DIGITAL COLLECTIVE SOME DIGITAL MARKETING CONCEPTS Digital Marketing concepts that you should be thinking about and hopefully acting on within your own digital experiences: • Anonymous Users • Ask for Information • Next Generation Design Paradigms • Context is Everything
- 23. 23 Why is it so hard to find good examples of targeting the anonymous user? • Do we have the tools? • Do we know what questions to ask? • Do we know how to create landing pages and modular content? BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER ?Yes, there are some limitations: • Privacy restrictions of identifiable information • Some devices/browsers encrypt information • 36% of all keywords typically report as “unspecified” But still, why are so few sites or businesses doing it?
- 24. 24 Any site with a login has an advantage… BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER But not all sites have a good reason to login at first… Visiting a site for the first time can be like a first date!
- 25. 25 BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER
- 26. 26 BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER
- 27. 27 BUILDING A DIGITAL COLLECTIVE WE HAVE THE TOOLS? Highly Predictive Anonymous Profile
- 28. 28 BUILDING A DIGITAL COLLECTIVE EXAMPLE VARIABLES Referring domain Campaign ID Affiliate Pay Per Click Natural search Direct/bookmark Referrer Variables Customer/prospect New/return visitor Previous visit paHerns Previous Product interests Searches Previous online purchases Previous Campaign exposure Previous Campaign responses Site Behavioural Variables IP address Country of origin Time zone Opera5ng system Browser type Screen resolu5on Environment Variables Temporal Variables Time of day Day of week Frequency
- 29. 29 BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER TARGETTING Increased monthly SEM revenue by 700% Targeted Landing Pages with targeted content
- 30. 30 BUILDING A DIGITAL COLLECTIVE RETARGETTING, WE KNOW MORE OR Retargeting is made easier with AEM
- 31. 31 BUILDING A DIGITAL COLLECTIVE RETARGETTING OR
- 32. 32 BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER TESTING 15.2% conversion 20.9% conversion
- 33. 33 Version B = Higher Conversion Rate Changed the following: 1. Replaced “Buy” with “View SMS Prices”. 2. Small "Money Back Guarantee" icon. 3. Added "SMS Solutions Since 2011" text. 4. Added site stats: "messages sent", "active customers". 5. Rotating customer testimonial box. BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER TESTING Overall conversion rate improvement was 37.6%. Source: ABTEST
- 34. 34 • Want to buy a service or product • Want to find the nearest location • Want to contact someone for help • Want to invest • Looking for a job BUILDING A DIGITAL COLLECTIVE ANONYMOUS USER
- 36. 36 It starts with collecting data. If you have no data, you’re managing your site blindly, which means you are going to be left behind. BUILDING A DIGITAL COLLECTIVE ASK FOR INFORMATION Customers have tons of information to give you. You just have to “ask” them for it. There are many ways to collect meaningful information: content selections, surveys, ratings & reviews, forms, etc. But data alone isn’t good enough, you need information, in fact, I would argue you need consumer-provided information. Customers now have a voice, traditional marketing techniques of talking to customers are over, at least digitally.
- 37. 37 BUILDING A DIGITAL COLLECTIVE ASK FOR INFORMATION Did you know that negative affirmation actually provides credibility? 1 review can be more powerful than 100 reviews! Organizations must be willing to change to adopt this new era of asking for information. How many of you when looking at a product on Amazon (or equivalent) look at the negative reviews first? Does that always stop you from buying? Often negative reviews give the answers on how to improve your product or service.
- 38. 38 BUILDING A DIGITAL COLLECTIVE ASK FOR INFORMATION
- 39. 39 What kind of information or product are you looking? Which one of these do you like better? Which is more relevant? BUILDING A DIGITAL COLLECTIVE HAVE THE CUSTOMER TELL YOU
- 40. 40 NEXT GENERATION DESIGN PARADIGMS
- 41. 41 Old ways: • Limit template count • Limit scrolling • Limit Page size • Fixed navigation options • Require Pagination BUILDING A DIGITAL COLLECTIVE DESIGN PARADIGMS HAVE CHANGED Nobody scrolls! Put boring stuff here. Nobody reads! Only give them 5 options.
- 42. 42 BUILDING A DIGITAL COLLECTIVE NEXT GENERATION DESIGN PARADIGMS New ways: • Responsive design • Dynamic filtered navigation • Parallax scrolling • Swipe is the new click • Bandwidth is bigger • Rich meta data tagging • Integrated content & commerce www.no-limits-design.com
- 43. 43 Don't confuse responsive design with shrinking or eliminating content. BUILDING A DIGITAL COLLECTIVE RESPONSIVE DESIGN You just destroyed any context you had and if you believe Content is King, eliminating part of it isn’t helping. Web content should be no different than newspapers or traditional journalism, where content has an opening, conflict or purpose and a closing.
- 44. 44 BUILDING A DIGITAL COLLECTIVE SCROLLING IS GOOD Scroll away! Conventional navigation is still there, but new design conventions are being used to market by interest!
- 45. 45 BUILDING A DIGITAL COLLECTIVE SCROLLING IS GOOD
- 46. 46 BUILDING A DIGITAL COLLECTIVE NEXT GEN
- 47. 47 BUILDING A DIGITAL COLLECTIVE LEARNING ABOUT YOU If you land on a home page today....
- 48. 48 BUILDING A DIGITAL COLLECTIVE ENGAGEMENT It’s about engagement, simplicity, and the experience; not only selling.
- 49. 49 BUILDING A DIGITAL COLLECTIVE META DATA A very different example, but equally as powerful
- 51. 51 BUILDING A DIGITAL COLLECTIVE CONTEXT WE KNOW Succeeding at context is what drives a new type of conversation with your customers! • User demographics • User location • User preferences • Order history • Search keyword • Campaign ID Context = Triple Shot of Espresso
- 52. 52 BUILDING A DIGITAL COLLECTIVE CONTEXT BY GEOGRAPHY Location aware, in-market services and targeted content
- 53. 53 BUILDING A DIGITAL COLLECTIVE IN CULTURE CONTEXT Source: Acclaro Indonesia’s launch of 7-Eleven
- 54. 54 BUILDING A DIGITAL COLLECTIVE OMNI-CHANNEL CONTEXT
- 55. 55 Social has changed context to be even more relevant. BUILDING A DIGITAL COLLECTIVE SOCIAL CONTEXT Likes Justin Bieber Likes Justin Bieber 47 years old Lives in Portland Browses on mobile, buys on desktop “Likes” 5 hair gel companies on social media Ships most of his hair gels to work Then: Now:
- 56. 56 If I gave you access to my social network, you would know: BUILDING A DIGITAL COLLECTIVE SOCIAL IS EVERYWHERE Has a daughter Lives in Southern California Very active in Crossfit Takes a ski vacation every February Competes in Trail Running races Follows digital media companies Likes all sorts of music Follows various sports personalities
- 57. 57 BUILDING A DIGITAL COLLECTIVE SOCIAL UNIVERSE
- 58. 58 BUILDING A DIGITAL COLLECTIVE HELPING IS THE NEW SELLING 5 8 REI is keeping you connected, even though they want you disconnected
- 59. 59 Starbucks and Square. BUILDING A DIGITAL COLLECTIVE TRENDS + • Linked directly to debit or credit cards • No Starbucks card reloads • Digital receipts • Payment is as easy as opening Wallet App and scanning the QR code
- 60. 60 Birthdays In Store Gift Ideas BUILDING A DIGITAL COLLECTIVE POSSIBLE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 Audio Next Stop Notifications Products Total amount owned
- 61. 61 What if I could tell you… What you would like on my site before you even shop there What your spending patterns are during the year Who your relationships are and the profiles of friends you associate with When you go on vacation What you do for exercise SOUND CRAZY? BUILDING A DIGITAL COLLECTIVE WHAT IF?
- 62. 62 Even if I could only target a small slice of everything there is to know about someone think about how much more powerful that could be. Think about the intrinsic value you just created for that user and your site. BUILDING A DIGITAL COLLECTIVE SHOW CONNECTION
- 63. 63 Digital Marketing can’t be done alone… BUILDING A DIGITAL COLLECTIVE IN CLOSING Developer Creative Designer Corporate Sales Analytics Specialist Product Manager Welcome to the Collective • Target the Anonymous User • Ask for Information and start to segment • Use Next Generation Design Paradigms • Build with Context in mind
- 64. 64 Digital Marketing can’t be done alone… BUILDING A DIGITAL COLLECTIVE IN CLOSING Plan for Tomorrow, Think Big, but Start Now. Don’t be blind and left behind.
- 65. 65 BUILDING A DIGITAL COLLECTIVE THANK YOU THANK YOU! Todd Schwarz SVP, Acquity Group Managing Director, Accenture Interactive todd.schwarz@acquitygroup.com