Weitere ähnliche Inhalte Ähnlich wie Digital Differentiation: Using Interactivity to Separate Your Brand From the Pack (20) Mehr von ion interactive (12) Kürzlich hochgeladen (20) Digital Differentiation: Using Interactivity to Separate Your Brand From the Pack1. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
Digital Differentiation
Using interactivity to separate your brand from the pack
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What’s Inside
• What is differentiation
• Why it matters
• The digital differentiation problem
• Creating differentiation with interactivity
• Examples & inspiration!
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differentiation?
what is
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Differentiation
The result of efforts to make a product or brand stand out as
a provider of unique value to customers in comparison with
its competitors.
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“Brands that are
perceived as being
different have a much
higher potential for
growth than do other
brands.”
- Millward Brown research firm
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So, differentiation is important, especially
digital differentiation as more and more
of our customer touchpoints start online.
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But there’s one major problem.
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Online marketers are heavily investing in content to
differentiate their brand.
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Content Marketing Is
The Top Marketing
Investment For
The Next 12 Months
Demand Metric Lead Generation
Benchmark Report
30% Of Budgets Are
Allocated To Content Marketing
CMI, 2014 B2B Content Marketing Survey
30%
93% Surveyed Use
Content Marketing
CMI, 2014 B2B Content Marketing Survey
93% 73%
Of Marketers Are
Producing More
Content Than They
Did A Year Ago
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We’re all racing to churn out content. But when everyone is
doing the same thing, nothing stands out.
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As marketers, it is not our job to join the
stampede. It is our job to stand out. To
be remarkable. To differentiate.
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Let’s Be Honest…
Even when your content is amazing—is it differentiated?
!
Is it a competitive advantage?
!
Is a whitepaper going to differentiate your brand?
!
A webinar?
An infographic?
!
A video?
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Only 42% Of Marketers Say Their
Content Marketing Is Effective
42%
CMI, 2014 B2B Content Marketing Survey
85% of marketing leaders say their
content activity isn’t linked to
business value.
- 2014 Forrester Research, Compare Your
B2B Content Marketing Maturity
!
Only 14% of marketers surveyed
say their content delivered value
back to the business.
- 2014 Forrester Research, Compare Your
B2B Content Marketing Maturity
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Is your online content truly differentiated
and delivering business value?
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How To Differentiate
Your Content Online
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Do what others aren’t doing
!
How: Turn your static content
into modern digital experiences
1.
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Typical white paper offer, just like every other
white paper offer out there
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Transform the white paper offer into
an interactive experience.
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This interactive assessment
uniquely engages visitors through a
series of highly visual questions &
personalized results.
!
http://apps.ioninteractive.com/site/
assessment/demand-metric-content-
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Create opportunity for effortless
exchange of value
!
How: Provide insights, gather insights
2.
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Interactive marketing assessments like this one can allow you to make the
registration optional, while still collecting behavioral data from visitors.
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Give visitors control over their
experience
!
How: Simple, clear choices
3.
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FrontPoint provides an excellent example of giving
simple, clear choices that attend to the visitor’s needs.
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Make your experience incredibly useful
!
How: Youtility. Create digital
experiences that are helpful.
4.
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Letting visitors configure their car & search inventory is helpful.
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A self-service assessment experience, with personalized recommendations,
helps the visitor solve their problems.
!
http://paths.ioninteractive.com/apps/site/score-your-landing-pages
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Tell a unique story
!
How: Create storyteller experiences that
immerse your visitor.
5.
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IDEO created a digital experience called
“A Cafeteria Designed For Me” that
offers an incredible interactive journey,
illustrating their story in a modern and
graceful way.
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With interactive facts, animations, social sharing icons…
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…embedded videos,
continuous scrolling,
and educational links,
IDEO differentiated
their story through
interactivity and
engagement.
http://www.ideo.com/stories/a-cafeteria-designed-for-me/
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Is your content a competitive advantage?
Is it differentiated? If not, try these 5 tips…
1. Do what others aren’t doing
2. Create opportunity for effortless exchange of value
3. Give visitors control over their experience
4. Make your experience incredibly useful
5. Tell a unique story
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Helpful Resources
• Purple Cow by Seth Godin
• Create Distinction by Scott Mckain
• BrandStrategyInsider.com
• IonInteractive.com/blog
• @scottmckain
• ioninteractive.com/examples
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ion can help!
!We help customers concept, create and launch
differentiated digital experiences.
www.ioninteractive.com
@ioninteractive
info@ioninteractive.com