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WSI Digital Summit São Paulo
- 1. Harnessing Digital November 2014
- 2. Who is WSI? • Founded in 1995 • World’s largest digital agency network • 1000+ offices • Operating in 87 Countries ©2014 WSI. All rights reserved.
- 4. Award Winning Work ©2014 WSI. All rights reserved.
- 5. The world has changed during the last 20 years…
- 15. WSI Model • Digital Guide…a “Digital Sherpa” ©2014 WSI. All rights reserved.
- 16. Your Digital Guide Book • Digital Minds – by WSI’s Digital Consultants • 5 Star Rating with Amazon ©2014 WSI. All rights reserved.
- 17. 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.
- 18. A Few Ideas….
- 19. Begin with Strategy • Business leaders often choose Action before Strategy
- 20. Begin with Strategy • Business leaders often choose Action before Strategy
- 22. Ready Fire Aim The digital equivalent to this in the offline world
- 23. Or this…
- 24. Or this…
- 25. Or this… ©2014 WSI. All rights reserved.
- 26. • 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
- 27. Understanding the Landscape ©2014 WSI. All rights reserved.
- 28. Mobile
- 29. OVER 93% OF SITES NEED TO BE RE-DEVELOPED FOR MOBILE
- 30. Mobile • Required - Responsive or Adaptive site
- 31. Mobile • Required - Responsive or Adaptive site • User Interaction Analysis (UIA) – Not just same navigation on different devices
- 32. Mobile • Required - Responsive or Adaptive site • User Interaction Analysis (UIA) – Not just same navigation on different devices • Native apps
- 33. Mobile • Required - Responsive or Adaptive site • User Interaction Analysis (UIA) – Not just same navigation on different devices • Native apps • Geo-fencing
- 34. Social • Have you claimed your properties? – Consistency of content – critical for SEO • Twitter • Google+ • Pinterest • LinkedIn • Facebook
- 35. 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
- 36. 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
- 37. 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
- 39. Driving Traffic • SEO – AdaptiveSEO
- 40. Driving Traffic • SEO – AdaptiveSEO
- 41. Driving Traffic • SEO – AdaptiveSEO
- 42. Driving Traffic • SEO – AdaptiveSEO • Content marketing – inbound marketing – Platform leverage
- 43. Remarketing – Secret Weapon
- 44. Remarketing – Secret Weapon
- 45. Google Advertising • INSERT REMARKETING IMAGE
- 46. Remarketing – Secret Weapon • Increases campaign cost by 15-20% • Increases performance by 50% • Story boarding • Powerful branding impact is the bonus
- 47. Are You Ready for Television? ©2014 WSI. All rights reserved.
- 48. ©2014 WSI. All rights reserved.
- 49. WSI Video Broadcast Network ©2014 WSI. All rights reserved.
- 50. Lead Attribution
- 51. Lead Attribution • Analytics – Solving the Wanamaker Dilemma – Customer discoveries – demo/psychographics – Discoveries about those not buying
- 52. Lead Attribution • Analytics • Call tracking – Have you killed the goose that lays golden eggs?
- 53. Lead Attribution • Analytics • Call tracking • Speed to lead (MIT/Harvard Research) – 1 vs. 2 hr response – 7 times more likely to contact
- 54. Lead Attribution • Analytics • Call tracking • Speed to lead (MIT/Harvard Research) • Call management
- 55. Testing • Landing Page Optimization • Digital Alchemy – Traffic costs don’t change, but results do! • Multivariate analysis
- 58. PAGE A:
- 59. PAGE B:
- 60. WHICH PAGE PEFORMED THE BEST? A B
- 61. PAGE B GENERATED: 24% MORE SALES 47% INCREASE IN REVENUE PER VISITOR A B
- 62. PAGE A:
- 63. PAGE B:
- 64. WHICH PAGE PEFORMED THE BEST? A B
- 65. PAGE A GENERATED: 40% INCREASE IN SALES 41% INCREASE IN REVENUE PER SALE A B
- 66. ORDER TODAY
- 68. Yet the internet is still in its infancy… the real opportunity is ahead ©2014 WSI. All rights reserved.
- 69. 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.
- 71. ©2014 WSI. All rights reserved.
- 72. “100,000 Kilos today…32nd square” ©2014 WSI. All rights reserved.
- 73. 461 billion metric tons – a mountain of opportunity ©2014 WSI. All rights reserved.
- 74. Thank You November, 2014
Editor's Notes
- Slide 59 Google statistics show that over 63% of businesses in the world today don’t have a web presence and of those that do – over 97% of those sites need to be redeveloped as the world goes mobile. We’ve already seen how the landscape of advertising is shifting and the future belongs to those companies that have the vision to connect to the modern day consumer. In today’s world, Digital Marketing is something every company needs and yet very few companies are properly addressing .
- Slide 36 Let me give you an example: When you look at these 2 pages I’ll show you, the only thing that’s different between Page A and Page B is that the green button on the first page says “Customize it”
- Slide 37 and the green button on page B that says “Personalize Now” –
- Slide 38 on the surface, both of these sites seem almost exactly the same…in fact “Personalize Now, and Customize it” sound like the same thing. Do you think there is any difference in performance between these two pages? And if so, which do you think would perform better? While most people wouldn’t expect to see a difference in results, and 99% of web developers would never think to even test for a difference,
- Slide 39 Page B, “personalize now” generated 24% more sales, and even more importantly, a 47% increase in revenue per visitor. If you have any accounting or marketing background you’ll know that an increases like that can result in more than a 100% increase in profitability. One simple well placed change like that can means hundreds of thousands or even millions of dollars of additional profit for clients….and that’s the difference between web development, and digital marketing.
- Slide 40 I’ll give you another example, of some different versions of the smiley cookie website, selling the same product. …I’ll give you a few seconds to look at each.
- Slide 41 And keep in mind…that’s all we have…just a few seconds is all the time most people spend on a page.
- Slide 42 Do you think there is much of a difference in performance? And if so, what’s the key element that made the difference? …now if you chose page A you were right…it dramatically outperformed the elements you see on page B….
- Slide 43 in fact what you see on page A increased sales by 40% and increased revenue per sale by another 41%! Again, a huge potential impact on smileycookie’s profits! But the reason page A outperformed the others may not be what you think….
- Slide 44 the element that made the real difference was right here. The wording… ‘Order Today -> Ships Next Business Day’ This offer made all the difference across all of the other elements tested. Five different offers were tested on the SmileyCookies homepage and all of the site traffic was split up equally among the different variations.
- Slide 45 Again, most people wouldn’t even notice the difference, but the owners of smileycookie sure did when it was time to count the profits. Again, 99% of web developers wouldn’t have even measured this difference. And for those that consider themselves marketers as opposed to just web developers,