Living digital ken

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Living digital ken

  1. 1. Living Digital<br />
  2. 2. The World is changing<br />gapminder.org<br />Internet Growth is following this trend<br />Internet retail is sure to follow!<br />e-commerce was worth some $83bn (£50.4bn) across the country (econsultancy)<br />
  3. 3. How is digital is evolving?<br />1990 2000 2010 2020<br />2.0<br />1.0<br />3.0<br />4.0<br />Read<br />Write<br /> Learn<br /> Merge<br />
  4. 4. The Future is already here<br />We’re now seeing the convergence of offline with digital<br />
  5. 5. ‘Data is the new oil’<br />Gerd Leonhard<br />
  6. 6. “I know that half of my advertising budget is wasted, but I'm not sure which half.”<br />John Wanamaker<br />
  7. 7. "It’s only when you process oil that it demonstrates its value, and data is the same" <br />MEC Richard Lloyd(*)<br />
  8. 8. But<br />The fundamentals of marketing still remain the same<br />Its all about the money<br />And brand<br />Ultimately digital marketing is a tool<br />
  9. 9.
  10. 10. We’re all marketing scientists<br />
  11. 11. The Scientific Method<br />The scientific method is a process scientists must follow in determining the workings of the universe. There are five basic components to the scientific method:<br />From observations of the natural world, determine the nature of the phenomenon that is interesting to you (i.e. ask a question or identify a problem). <br />Develop one or more hypotheses, or educated guesses, to explain this phenomenon. The hypotheses should be predictive - given a set of circumstances, the hypothesis should predict an outcome. <br />Devise experiments to test the hypotheses. All valid scientific hypotheses must be testable. <br />Analyse the experimental results and determine to what degree do the results fit the predictions of the hypothesis. <br />Further modify and repeat the experiments. <br />
  12. 12. Make sense of the daisy chain<br />
  13. 13. Key objectives<br />Problems<br />Opportunities<br />Business<br />Market<br />Trends<br />Deliverables<br />Market insight<br />Competition<br />Digital strategy<br />Break points<br />Behaviors<br />The brand<br />The consumer<br />Implementations<br />Key insights<br />Roll-out factors<br />Stage-gate<br />Insight<br />1-2-1 insight<br />Research<br />Peer intelligence<br />When?<br />how?<br />Insight > analysis > review > MVP <br />ROI<br />Feedback > Iterate > upgrade> Scale <br />
  14. 14. The Butterfly Effect<br />
  15. 15. Affiliate<br />SEO (organic)<br />Email<br />SEO (link)<br />PR<br />Find<br />PPC<br />CRO<br />Usability<br />SEO (onsite/tech)<br />Convert<br />Re-marketing<br />Sales/ re-targeting/CRM<br />Retain<br />
  16. 16.
  17. 17. Gamification<br />Attribution<br />Video/static image overlays<br />Social media as Customer Services<br />On/offline convergence<br />QR/RFID/Mobile <br />Automation<br />
  18. 18. De-duplication/ attribution<br />Data used to build customer profile<br />CRO improving conversions<br />Display<br />Angels site<br />Voucher terms siloed from PPC campaign<br />PPC<br />Email retargeting<br />In House CRM<br />Brand +voucher PPC<br />Voucher code aff<br />Affiliate<br />Angels site<br />Cashbackaff<br />Facebook aff<br />Aff – dis. retargeting<br />Segmentation<br />Video, Partners, bloggers etc.<br />SEO aff blogs<br />Retargeting w/ Aff partnership incentives<br />De-dupe via aff network<br />Angels site/ instore<br />Offline inc. mobile aff/ catalogues<br />Aff – dis. retargeting<br />SEO<br />
  19. 19.
  20. 20. Linkedin<br />Facebook<br />Blog<br />No twitter :P<br />Email – timeforacatnap@gmail.com<br />

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