How can digital marketers finally dominate the industry? By changing the metaphor. Forget storytelling. Move to worldbuilding. Internet marketing prodigy Ian Lurie shows how to shake off old methods and develop environments where customers can move from one ‘place’ to another, building their own individual and adaptable pathways. Find out how to use social media advancements, user-generated comments and highly polished content to build worlds for your customers to explore and return to time and again. Learn how effective marketing can be -- even when you don’t control “when, where or how" the audience consumes your message. Presentation from Retail's Digital Summit 2016.

1. Worldbuilding: If You Build It, They
Will Come
Ian Lurie
Founder and CEO
Portent
Presented: September 27, 2016 at Retail’s Digital Summit

2. In this session you will learn:
§ Create marketing ‘plans’ and organize teams that allow
for adaptable, powerful marketing.
§ Embrace real goal-setting and planning to build
comprehensive marketing campaigns, instead of siloed
tactics.
§ Use retargeting and other tools to create a customer
experience and lead them through your world.

3. Ian Lurie
CEO, PORTENT
portent.com
@portentint
ian@portent.com

4. 1970s

5. YOURUNACRUISELINEYOURUNACRUISELINE

6. NOONECARES

7. THEYWERESTORYTELLING

8. TELLINGTHEIRSTORYWASN’TENOUGH

9. STORYARC,TOPVIEW
CUSTOMER

10. Cool social icons from Azmid http://portent.co/1Sxb6EP
$
PEOPLEWHOWANTTOGOONACRUISE

11. Cool social icons from Azmid http://portent.co/1Sxb6EP
$
PEOPLEWHOWANTTO#$@!@

12. BEHOLD

13. uh-oh

14. BEHONEST

15. auuughhh!
we no longer
tell the
story!!!!!

16. CONVERSION
WEGOTRANSACTIONAL

17. Cool social icons from Azmid http://portent.co/1Sxb6EP
$
PEOPLEREADYTOBUYYOURPRODUCT,RIGHTNOW

18. SILLINESSRESULTS

19. STORIESSTILLGETTOLD

20. STORIESARETOLDBYTHE
CUSTOMERS

21. $
STORYTELLINGWORLDBUILDING

22. $
PLACES

23. PATHS
$

24. CREATEGREATPLACES
FACILITATEPERFECTPATHS

25. FOSTERKICK-ASS
PLACES

26. $
PLACESARENOUNS

27. EVERYTHING’SAPLACE

28. “WEHELPFINDTHEBESTDEALEVERYWHERE”

29. BLOGPOSTS

30. Cool social icons from Azmid http://portent.co/1Sxb6EP
SOCIALPOSTS

31. Cool social icons from Azmid http://portent.co/1Sxb6EP
PRODUCTPAGES

32. YES,TRANSACTIONAL

33. RETARGETING

34. RETARGETING

35. THEAUDIENCECREATESPLACES

36. THEAUDIENCECREATESPLACES

37. THEALGORITHMCREATESPLACES

38. THEALGORITHMCREATESPLACES

39. BUILDPLACESWHERETHEPEOPLEARE

40. $
PEOPLEUSINGYOURLANGUAGE

41. $
PEOPLEUSINGTHEIRLANGUAGE

42. AUDIENCE

43. $
PEOPLEREADYTOBUY,RIGHTNOW,FROMYOU

44. $
PEOPLEWITHRELEVANTQUESTIONS

45. ANSWERTHEPUBLIC.COM

46. ANSWEREVERYQUESTION

47. “THESESHOESAREGREATFORPRONATION”

48. QUORA

49. PRODUCTDESCRIPTIONS=PLACES

50. $
PEOPLEREADYTOBUY,RIGHTNOW,FROMYOU

51. $
PEOPLEREADYTOBUYRELATEDPRODUCTS

52. COLLABORATIVEFILTERING

53. COLLABORATIVEFILTERING
CREATE/GOTOTHESEPLACES

54. ENSUREQUALITY

55. DOTHELITTLETHINGS
PROVIDE AGREATPLACE
DON’TGIVEMETHIS

56. CREDIT:ZEKEMILLER,TIMEREPORTER

57. THATFEELSLIKETHIS

58. ANDENDSLIKETHIS
$$$$

59. GIVEMETHIS

60. GRAMMARLY

61. HEMINGWAYAPP.COM

62. HEMINGWAYAPP.COM

63. SPEEDTHINGSUP

64. 700kb png 64kb jpg

65. 1.1 megabytes

66. 227kb

67. IMAGEOPTIM/CAESIUM

68. AVOIDCRAPPYSTOCKPHOTOS

69. Showing up everywhere
AVOIDCRAPPYSTOCKPHOTOS

70. Showing up everywhere
AVOIDCRAPPYSTOCKPHOTOS

71. Lack of brand safe‫﬚‬
AVOIDCRAPPYSTOCKPHOTOS

72. Pexels.com
Unsplash.com

73. $
IFPLACESKICKASS…

74. $
CUSTOMERSMOVEFROMONEPLACETOANOTHER

75. PATHSAREVERBS

76. $

77. $

78. $

79. $

80. $

81. $

82. $

83. $

84. $
help

85. oohhmmmm
IT’SNOT(TOTAL)CHAOS

86. FACILITATEPATHS

87. FULLYDESCRIBE

89. MISSEDOPPORTUNITIES

90. NEVERTRYTOOWNAHASHTAG

91. CHAOSRESULTS

92. CHAOSRESULTS

93. Cool social icons from Azmid http://portent.co/1Sxb6EP
$
PEOPLEANNOYEDWITHQANTASSTRIKE

94. Cool social icons from Azmid http://portent.co/1Sxb6EP
$
EVERYONEWHO’SHEARDOFQANTAS

96. FACILITATION+GREATPLACES=GREATBRAND
$

97. NON-BRAND

98. GREATBRAND

100. BADTARGETING=BADPATH=BADBRAND

101. GOODPATH+GOODPLACE=GREATBRAND

102. USERETARGETING!!!

103. WORLDBUILDINGISNOT
ANABSTRACTEXERCISE

104. OBSERVEMOVEMENT
$

105. CONVERSIONS&MICROCONVERSIONS

107. MICROCONVERSION:
SCROLLPAST50%

108. MICRO-CONVERSION=MOVEMENT
$

109. MICROCONVERSION:
E-MAILSUBSCRIPTION

110. MOVEMENT
$

111. TRANSACTION
$

112. GOOGLEANALYTICSTOPCONVERSIONPATHS
TOPCONVERSIONPATHSTARTS
W/ORGANIC,ENDSWITHDIRECT.
3-STEPPATH

113. search content facebook content ppc $$$$
ATTRIBUTION

114. search content facebook content ppc $$$$
ATTRIBUTION

115. Cool social icons from Azmid http://portent.co/1Sxb6EP
$
auuughhh what
happened?!!!

116. LAST-CLICKSOCIALCONVERSIONS

117. search pinterest ppc $$$$

118. $

119. $
ADDAPLACE.
COMPLETEAPATH.

120. search pinterest content e-mail $$$$

121. THEBIGFINISH

122. POOT

123. oohhmmmm
WORLDBUILDINGISADAPTIVE

124. WORLDBUILDINGISMANYSMALLBETS

125. PLACES
PATHS
MOVEMENT
CREATEKICK-ASS
FACILITATE
OBSERVE

126. ITTAKESYOUFROMTHIS

127. TOTHIS

129. GOT QUESTIONS? FIND ME! @PORTENTINT
LINKS AND SLIDES: http://portent.co/worldbuild
portent.com/blog
@portentint
facebook.com/ian.lurie