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STANDARD QUESTIONS
The top 5 digital marketing questions:
â˘âŻ Who owns digital marketing for our site?
â˘âŻ What does it take to succeed in digital marketing?
â˘âŻ What are the big, transformative steps that need to be taken?
â˘âŻ When can I expect to see value from my digital marketing spend?
â˘âŻ What new technology do we need?
Sound familiar?
BUILDING A DIGITAL COLLECTIVE
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ABOUT
Todd Schwarz
â˘âŻ SVP with Acquity Group / Managing Director with Accenture Interactive
â˘âŻ 16+ years of experience
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ACQUITY GROUP
HOW WE MAKE TOMORROW
CUSTOMER
ACQUISITION CONTENT &
COMMERCE
OMNI-CHANNEL
BRAND
ENGAGEMENT
DIGITAL
TRANSFORMATION
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BUILDING A DIGITAL COLLECTIVE
STARTING THE DIGITAL MARKETING DAY
It begins like any other:
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BUILDING A DIGITAL COLLECTIVE
OR LETâS PLAN FOR MORE
More than one person = You need a pot of coffee (or a couple pots).
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BUILDING A DIGITAL COLLECTIVE
NOT BIG LEAPS
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You wouldnât make all the coffee for the month on one dayâŚ
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You make coffee every day and everyone helps keep the coffee flowing!
BUILDING A DIGITAL COLLECTIVE
DAILY STEPS
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Like making coffee, you wouldnât spend only one day a month on all your digital
marketing needs
Itâs a daily process
But whoâs supposed to take care of it?
BUILDING A DIGITAL COLLECTIVE
ROLES & RESPONSIBILITIES
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You could have an every day Chief Coffee OfficerâŚ
BUILDING A DIGITAL COLLECTIVE
ROLES & RESPONSIBILITIES
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But if your CCO is out of the officeâŚ
BUILDING A DIGITAL COLLECTIVE
ROLES & RESPONSIBILITIES
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Not to fear. Making coffee can be the
responsibility of everyone!
BUILDING A DIGITAL COLLECTIVE
ROLES & RESPONSIBILITIES
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BUILDING A DIGITAL COLLECTIVE
THE NEED TO CHANGE
Just like everyone needs to support making coffee in the morning, everyone needs
to be part of Digital Marketing.
Yet, too often, digital marketing is thought of as the responsibility of an individual
person or a single department.
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BUILDING A DIGITAL COLLECTIVE
THE NEED TO CHANGE
Just like everyone needs to support making coffee in the morning, everyone needs
to be part of Digital Marketing.
Yet, too often, digital marketing is thought of as the responsibility of an individual
person or a single department.
Digital Marketing is forcing us to rethink
about how we organize our business and
how we organize our teams.
It is increasingly becoming the responsibility
of everyone who works on the digital
channel.
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BUILDING A DIGITAL COLLECTIVE
DATA IS ENDLESS
Digital
 Data
 is
 EndlessâŚ
 and
 Growing..
Â
Adver5sing
 &
 Acquisi5on
Â
Â
Interest
Â
Â
Intent
Â
Retain
Â
Discovery
Â
Â
Conversion
Â
âHow do I
organize and
manage my
digital data?â
âHow do I find
actionable insights out
of mountains of
data?â
âHow do I optimize
across the customer
journey and target?â
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BUILDING A DIGITAL COLLECTIVE
WHERE DO YOU START
Behavioral
âWhat Iâve doneâ
Environment
âWhere I am nowâ
Social
âWhat I likeâ
Demographic
âWho I amâ
Acquisition
âWhat Iâm looking forâ
TOO MUCH DATA: TOO MANY TOOLS: NOT ENOUGH INSIGHTS:
?
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BUILDING A DIGITAL COLLECTIVE
WHERE DO YOU START
Behavioral
âWhat Iâve doneâ
Environment
âWhere I am nowâ
Social
âWhat I likeâ
Demographic
âWho I amâ
Acquisition
âWhat Iâm looking forâ
TOO MUCH DATA: TOO MANY TOOLS: NOT ENOUGH INSIGHTS:
?
ORGANIZE DATA MAXIMIZE TOOLS INCREASE INSIGHTS
Manage Silo + Multi-Channel Data Increase Value of Solutions Answer Questions/
Provide Value
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BUILDING A DIGITAL COLLECTIVE
SOME DIGITAL MARKETING CONCEPTS
Digital Marketing concepts that you should be thinking about and hopefully acting
on within your own digital experiences:
â˘âŻ Anonymous Users
â˘âŻ Ask for Information
â˘âŻ Next Generation Design Paradigms
â˘âŻ Context is Everything
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Why is it so hard to find good examples of targeting the
anonymous user?
â˘âŻ Do we have the tools?
â˘âŻ Do we know what questions to ask?
â˘âŻ Do we know how to create landing pages and
modular content?
BUILDING A DIGITAL COLLECTIVE
ANONYMOUS USER
?Yes, there are some limitations:
â˘âŻ Privacy restrictions of identifiable information
â˘âŻ Some devices/browsers encrypt information
â˘âŻ 36% of all keywords typically report as âunspecifiedâ
But still, why are so few sites or businesses doing it?
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Any site with a login has an advantageâŚ
BUILDING A DIGITAL COLLECTIVE
ANONYMOUS USER
But not all sites have a good reason to login at firstâŚ
Visiting a site for the first time can be like a first date!
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BUILDING A DIGITAL COLLECTIVE
WE HAVE THE TOOLS?
Highly Predictive
Anonymous
Profile
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BUILDING A DIGITAL COLLECTIVE
EXAMPLE VARIABLES
Referring
 domain
Â
Campaign
 ID
Â
AďŹliate
Â
Pay
 Per
 Click
Â
Natural
 search
Â
Direct/bookmark
Â
Â
Referrer Variables
Customer/prospect
Â
New/return
 visitor
Â
Previous
 visit
 paHerns
Â
Previous
 Product
 interests
Â
Â
Searches
Â
Â
Previous
 online
 purchases
Â
Previous
 Campaign
 exposure
Â
Previous
 Campaign
 responses
Â
Site Behavioural Variables
IP
 address
Â
Country
 of
 origin
Â
Time
 zone
Â
Opera5ng
 system
Â
Browser
 type
Â
Screen
 resolu5on
Â
Environment Variables
Temporal Variables
Time
 of
 day
Â
Â
Day
 of
 week
Â
Frequency
Â
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BUILDING A DIGITAL COLLECTIVE
ANONYMOUS USER TARGETTING
Increased monthly SEM revenue by 700%
Targeted Landing Pages with targeted content
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BUILDING A DIGITAL COLLECTIVE
RETARGETTING, WE KNOW MORE
OR
Retargeting is made easier with AEM
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BUILDING A DIGITAL COLLECTIVE
ANONYMOUS USER TESTING
15.2% conversion 20.9% conversion
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Version B = Higher Conversion Rate
Changed the following:
1. Replaced âBuyâ with âView SMS Pricesâ.
2. Small "Money Back Guarantee" icon.
3. Added "SMS Solutions Since 2011" text.
4. Added site stats: "messages sent", "active
customers".
5. Rotating customer testimonial box.
BUILDING A DIGITAL COLLECTIVE
ANONYMOUS USER TESTING
Overall conversion rate
improvement was 37.6%.
Source: ABTEST
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â˘âŻ Want to buy a service or product
â˘âŻ Want to find the nearest location
â˘âŻ Want to contact someone for help
â˘âŻ Want to invest
â˘âŻ Looking for a job
BUILDING A DIGITAL COLLECTIVE
ANONYMOUS USER
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It starts with collecting data. If you have no data, youâre managing your site blindly,
which means you are going to be left behind.
BUILDING A DIGITAL COLLECTIVE
ASK FOR INFORMATION
Customers have tons of information to give you. You just have to âaskâ them for it.
There are many ways to collect meaningful information: content selections,
surveys, ratings & reviews, forms, etc.
But data alone isnât good enough, you need information, in fact, I would argue
you need consumer-provided information.
Customers now have a voice, traditional marketing techniques of talking to
customers are over, at least digitally.
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BUILDING A DIGITAL COLLECTIVE
ASK FOR INFORMATION
Did you know that negative affirmation actually provides credibility?
1 review can be more powerful than 100 reviews!
Organizations must be willing to change to adopt this new era of asking for
information.
How many of you when looking at a product on Amazon (or equivalent) look at
the negative reviews first? Does that always stop you from buying?
Often negative reviews give the answers on how to improve your product or
service.
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What kind of information or product are you looking?
Which one of these do you like better?
Which is more relevant?
BUILDING A DIGITAL COLLECTIVE
HAVE THE CUSTOMER TELL YOU
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Old ways:
â˘âŻ Limit template count
â˘âŻ Limit scrolling
â˘âŻ Limit Page size
â˘âŻ Fixed navigation options
â˘âŻ Require Pagination
BUILDING A DIGITAL COLLECTIVE
DESIGN PARADIGMS HAVE CHANGED
Nobody scrolls! Put boring stuff here.
Nobody reads! Only give them 5 options.
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BUILDING A DIGITAL COLLECTIVE
NEXT GENERATION DESIGN PARADIGMS
New ways:
â˘âŻ Responsive design
â˘âŻ Dynamic filtered navigation
â˘âŻ Parallax scrolling
â˘âŻ Swipe is the new click
â˘âŻ Bandwidth is bigger
â˘âŻ Rich meta data tagging
â˘âŻ Integrated content & commerce
www.no-limits-design.com
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Don't confuse responsive design with shrinking
or eliminating content.
BUILDING A DIGITAL COLLECTIVE
RESPONSIVE DESIGN
You just destroyed any context you had and if
you believe Content is King, eliminating part of
it isnât helping.
Web content should be no different than
newspapers or traditional journalism, where
content has an opening, conflict or purpose
and a closing.
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BUILDING A DIGITAL COLLECTIVE
SCROLLING IS GOOD
Scroll
away!
Conventional
navigation is still
there, but new
design conventions
are being used to
market by interest!
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BUILDING A DIGITAL COLLECTIVE
CONTEXT WE KNOW
Succeeding at context is what drives a new type
of conversation with your customers!
â˘âŻ User demographics
â˘âŻ User location
â˘âŻ User preferences
â˘âŻ Order history
â˘âŻ Search keyword
â˘âŻ Campaign ID
Context = Triple Shot of Espresso
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BUILDING A DIGITAL COLLECTIVE
CONTEXT BY GEOGRAPHY
Location aware, in-market services and targeted content
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BUILDING A DIGITAL COLLECTIVE
IN CULTURE CONTEXT
Source: Acclaro
Indonesiaâs launch of 7-Eleven
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Social has changed context to be even more relevant.
BUILDING A DIGITAL COLLECTIVE
SOCIAL CONTEXT
Likes Justin Bieber Likes Justin Bieber
47 years old
Lives in Portland
Browses on mobile, buys on desktop
âLikesâ 5 hair gel companies on social media
Ships most of his hair gels to work
Then: Now:
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If I gave you access to my social network, you would know:
BUILDING A DIGITAL COLLECTIVE
SOCIAL IS EVERYWHERE
Has a daughter
Lives in Southern California
Very active in Crossfit
Takes a ski vacation every February
Competes in Trail Running races
Follows digital media companies
Likes all sorts of music
Follows various sports personalities
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BUILDING A DIGITAL COLLECTIVE
HELPING IS THE NEW SELLING
5
8
REI is keeping you connected, even though they want you
disconnected
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Starbucks and Square.
BUILDING A DIGITAL COLLECTIVE
TRENDS
+
â˘âŻ Linked directly to debit or
credit cards
â˘âŻ No Starbucks card reloads
â˘âŻ Digital receipts
â˘âŻ Payment is as easy as
opening Wallet App and
scanning the QR code
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Birthdays
In Store Gift Ideas
BUILDING A DIGITAL COLLECTIVE
POSSIBLE
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1
Audio
Next Stop Notifications
Products
Total amount owned
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What if I could tell youâŚ
What you would like on my site before you even shop there
What your spending patterns are during the year
Who your relationships are and the profiles of friends you associate with
When you go on vacation
What you do for exercise
SOUND CRAZY?
BUILDING A DIGITAL COLLECTIVE
WHAT IF?
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Even if I could only target a small slice of everything there is to know about
someone think about how much more powerful that could be.
Think about the intrinsic value you just created for that user and your site.
BUILDING A DIGITAL COLLECTIVE
SHOW CONNECTION
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Digital Marketing canât be done aloneâŚ
BUILDING A DIGITAL COLLECTIVE
IN CLOSING
Developer
Creative Designer
Corporate Sales
Analytics Specialist
Product Manager
Welcome
to the
Collective
â˘âŻ Target the
Anonymous User
â˘âŻ Ask for Information
and start to segment
â˘âŻ Use Next Generation
Design Paradigms
â˘âŻ Build with Context in
mind
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Digital Marketing canât be done aloneâŚ
BUILDING A DIGITAL COLLECTIVE
IN CLOSING
Plan for Tomorrow, Think Big, but Start Now. Donât be blind and left behind.
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BUILDING A DIGITAL COLLECTIVE
THANK YOU
THANK YOU!
Todd Schwarz
SVP, Acquity Group
Managing Director, Accenture Interactive
todd.schwarz@acquitygroup.com