Michael Leander keynote speaker presentation at Innowave Summit in Varna, Bulgaria. Martech and innovation conference attended by around 3.000 attendees. #innowavesummit #michaelleander

1. 7 critical marketing
tactics for growth
Data driven marketing that works
Michael Leander

2. Understand Your Digital Ecosystem

3. michael@leander.me @michaelleander / michaelleander.me /
Strong beginning
Keep it interesting
Build to last
Worthy of share &
recommendation

4. Bil vask, baby
(c) Michael Leander 4

5. michael@leander.me @michaelleander / michaelleander.me /
The purpose of marketing is to
acquire, convert, retain and grow
customers whom then in turn will
attract other customers through
referrals

6. Think about
top, mid
and end of
funnel
and focus
ferociously
on the end
goal, short
and long
term
Bottom of funnel is where the action takes place –
engagement need to drive your audience towards
the bottom of the funnel

7. From wasted to wanted
Messaging
Customer intelligence
Mass
Communication
Demographic
data
Customer
history
Contact
data
Personalized
Communication
Segmented
Communication
Transactional
Communication
Customer
transaction
Intention/
behaviour
Data source
Integrated
Web analytics
Web salesMailing list/
database
CRM system
Mailing list/
database
Customer
value
Potential benefit =
Tailored promotions (sales)
Loyalty
Information
Relevant
offers
Behavioral
Communication
Potential benefit =
Up-sales/ promotions
Triggers
based on
behavior
Trigger on
transaction
Newsletters, surveys
& one-size-fits-all
promotions
Lifecycle
emails
Targeted email
campaigns/ offers
97% here

8. Be media agnostic – don’t become a
channel evangelist!
Remember! Audience media preferences differ depending on purpose

9. FROM DEADLINE
DRIVEN TO
OBJECTIVE DRIVEN
- purpose
- strategy
- tactics
- execution
- measure
9

10. michael@leander.me @michaelleander / michaelleander.me /
Marketing IQ Test

11. michael@leander.me @michaelleander / michaelleander.me /
Does design matter?

12. michael@leander.me @michaelleander / michaelleander.me /
Does size matter?

13. Think about this shift
Touch is
a big game changer
Smaller screens is a
monumental change

14. •Guilt
•Trust
•Value
•Belonging
•Leadership
•Competition
•Trend-setting
•Instant gratification
•Time (more free time)
Emotion triggers

15. The New Above The Fold
Primary
above the fold
First scroll,
below the fold
2nd, 3rd. scroll
Exploration below the fold
Win the click or
win attention
Win the click or
win attention
MWR 1
max 2
MWR 2-4
MWR 5-7 +
repeat MWR 1+2
Inspire, let
audience explore.
Reiterate MWR’s

16. Which picture post generated more
likes on Michael Leander Facebook page?
Achieved 5 times better engagement

17. Use insight
(and commonsense)
to increase your results

18. AID+
LIRA

19. Which is (usually) most effective?
Headline on top or below picture?

20. LIVE IS ALIVE AND
KICKING like a (#)¤#)

21. 5 trends for data-driven marketing
Data driven marketing that works
Merge ART & SCIENCE

22. THE
CUSTOMER
Experience
OMNICHANNEL
RELEVANCE EMPOWERMENT
Innovation
reflecting the
times we are
living in

23. The customer experience and
technology enablement
Sensors on shelves – augmented reality – offline browsing, online purchase

24. Bring in the
developers
(tech experts)
from the start

25. The
People
Factor

26. No more sex on
the first date !
On average buyers engage with
more than 11 pieces of content
before making a purchase decision
How engaging and relevant is your content?

27. The old
AIDA

28. Meet the new AIDEA
A = Attention (Awareness)
I = Interest
D = Desire
E = Engagement
A = Action
Engage me

29. Think about
top, mid and
end of funnel
and focus
ferociously on
the end goal,
short and long
term
29
Bottom of funnel is where the action takes place –
engagement need to drive your audience towards
the bottom of the funnel

30. Use nudging to
change behavior

31. Nudge to change people’s behavior and
turn intentions into actions – add to the
experience

32. Increase Opportunity to See (OTS)

33. Most Wanted Response
- What do we want people to do?
- What do we want people to think?
- What do we want people to learn?
- How do we want people to react?
- What next step do we want them to take?

34. EXPERIMENT

35. michael@leander.me @michaelleander / michaelleander.me /
Failure is a big part
of your success.
Build an objective
driven culture of
experimentation!

36. Which last step call to action (CTA)
button is more effective?
Get my thing Get your thing
Wins 9 out of 10 times

38. Constant experimentation helps
innovation evolve.
Reserve 10-15% of budget &
time for experimentation and
testing
Experiments can lead to
unexpected positive results

39. Explore different ways

40. YOUR APPROACH

41. Be ROMI focused
Work with Michael Leander to achieve great ROMI

42. michael@leander.me @michaelleander / michaelleander.me /
Wallet Heart Influencers
Transactional Relational

43. Action → reaction
No reaction → new action
Some action → new action
100%
Start
90-98%
left after 1st
action
2-10
%

44. The Quest for marketers?
> Anticipate customer needs
> Provide timely service
> Differentiate communication
> Personalize communication
> Understand preferences
> Manage the permission

45. Questions?
michael@michaelleander.me