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4 Strategies for Developing a Unified Digital Experience

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4 Strategies for Developing a Unified Digital Experience

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How should brands, in 2012, present a unified digital experience to their customer? Here's a SlideShare, by Hanson Inc's Mike Osswald, of four top-line strategies to address right now before getting down to the smaller stuff.

www.hansoninc.com

How should brands, in 2012, present a unified digital experience to their customer? Here's a SlideShare, by Hanson Inc's Mike Osswald, of four top-line strategies to address right now before getting down to the smaller stuff.

www.hansoninc.com

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4 Strategies for Developing a Unified Digital Experience

  1. 1. 4 STRATEGIES FOR DEVELOPING A UNIFIED DIGITAL EXPERIENCE 2012 FOCUS FOR DIGITAL MARKETING Mike Osswald March 2012
  2. 2. TODAY’S CONNECTED MARKETING SYSTEM ■ Your customers are in control and better than ever at being informed on what they purchase and where to get the best deal. ■ Therefore, all of your marketing efforts must be interconnected... 2
  3. 3. If you are still executing in any of these channels independently from the others, you’re not creating a cohesive customer experience. Experiential Local/Retail Television Print Mobile Your Customers Out of Home Public Relations Social Engagement Online Channels Customer Service eCommerce Product/Service Development Your Web Sites Market Research 3
  4. 4. EVERYTHING IS COMING TOGETHER ■ The last 5 years have seen amazing technological growth and maturity ■ Hardware and interfaces are more interconnected ■ All “content” is now digital ■ Data is moving ever faster, delivered on-demand ■ The Internet is delivering the content and enabling the social experiences people want 4
  5. 5. TO CREATE A UNIFIED DIGITAL EXPERIENCE: 1. Really know your audience 2. Execute content strategically 3. Support all platforms and connect across visits 4. Execute only cross-channel campaigns
  6. 6. REALLY KNOW YOUR AUDIENCE
  7. 7. REALLY KNOW YOUR AUDIENCE HOW DO YOUR CUSTOMERS SHOP? LIKE THIS? Project Research Decide on Get Project Share Purchase Trigger Options Options Feedback Guidance Results Their Laptop Their Tablet Their Phone Complete The Project Social/Forum/ Video/Photo Retail eCommerce Deal Site Your Site 7
  8. 8. REALLY KNOW YOUR AUDIENCE OR LIKE THIS? Project Research Decide on Get Project Share Purchase Trigger Options Options Feedback Guidance Results Their Laptop Their Tablet Their Phone Complete The Project Social/Forum/ Video/Photo Retail eCommerce Deal Site Your Site 8
  9. 9. REALLY KNOW YOUR AUDIENCE OR MAYBE LIKE THIS? Project Research Decide on Get Project Share Purchase Trigger Options Options Feedback Guidance Results Their Laptop Their Tablet Their Phone Complete The Project Social/Forum/ Video/Photo Retail eCommerce Deal Site Your Site 9
  10. 10. REALLY KNOW YOUR AUDIENCE CREATE PERSONAS ■ Description » Fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way ■ Purpose » Gives you a particular role to play in order to more accurately evaluate the effectiveness of a specific user visit scenario ■ Elements » What’s their background, what kind of job do they have, family life, skills and habits » What do they know about your product, what don’t they know » How would they go about researching, purchasing, etc. 10
  11. 11. REALLY KNOW YOUR AUDIENCE CREATE CROSS-CHANNEL VISIT SCENARIOS ■ Description » Visit Scenarios (or use cases) are complete descriptions of what a person(a) is trying to accomplish ■ Purpose » Lets you understand the experience each step of the way, on different devices and over many visits » Helps you understand what success is, and how you might measure it ■ How To » Take each persona and start with the end in mind (e.g. making a purchase, getting support) » Write out everything that person might do (act like them) ■ Then: Evaluate where your current initiatives aren’t working 11
  12. 12. REALLY KNOW YOUR AUDIENCE GET OTHER HELPFUL INPUT ■ Use Quantcast for audience profiling ■ Use it to find similar sites your audience also frequents (based on lifestyles and demographics) ■ Quantified: If you put a tag on your site, your data will be directly measured and you can hide it from view 12
  13. 13. TAKEAWAY #1: THERE IS NO SINGLE FUNNEL Translation: There is no single place you can “fix and be done”
  14. 14. TAKEAWAY #2: YOUR VISITORS WILL NOT BUY UNTIL THEY ARE READY But they will buy when they are ready
  15. 15. REALLY KNOW YOUR AUDIENCE WHICH MEANS YOU MUST MEASURE EVERYTHING ■ Combine your data across the channels ■ Analyze connected experiences, Web not space by space Radio Metrics Paid Search ■ Make sessions last weeks, Call Center Natural Search not minutes Display ■ Don’t focus on raw Surveys Media numbers, focus on trends Integrated Analytics » Time on site means PR Email/ Actions SMS nothing out of context » Number of pages viewed Online Social Conver- Videos means nothing sations Print TV Mobile /Local 15
  16. 16. REALLY KNOW YOUR AUDIENCE MEASURE EVERYTHING YOU CAN ■ It’s all about Key Performance Indicators ■ Specifically, what defines success in your interactions — use your personas and visit scenarios ■ Start with the end goal in mind — usually a sale, or maybe a contact form or locator map ■ Work backward to your original sources — what value are these Facebook fans?, what value are these contest participants? » What is every step they need to take to become a customer? 16
  17. 17. REALLY KNOW YOUR AUDIENCE HOW? GET MORE FROM GOOGLE ANALYTICS ■ Virtual Pageviews and Event tracking — behaviors that are important, like viewing a photo gallery or following a link outside your site can be tracked ■ Goal Conversions and Segmentation — track the specific activities you find important, be able to segment the audience by source, by actions taken, by location ■ Funnels — multi-steps leading up to Goal conversions » Can even be parts of a form ■ Multi-Channel Funnels (path length) — not just the last source for that visitor in a conversion, but understand which connected channels and content are doing the most work, when understood together » Social sources, email sources, organic search, banner ads 17
  18. 18. REALLY KNOW YOUR AUDIENCE TEST AND REFINE CONTINUOUSLY ■ A/B Testing with Google Website Optimizer (integrates with Analytics) ■ Automatically serves different versions, even showing different content to different audiences, like returning vs. new segments ■ Reports show how each is performing and confidence level over time WINNING VARIATION: The red box, while clearly contrasting with the rest of the page visuals and converted better than an initial design, lost to a more subtle pink, which converted 59% better than the original Red  Box Original Icon  on  Pink Improvement 62.7% 45.1% 71.8% +59% 18
  19. 19. REALLY KNOW YOUR AUDIENCE TEST AND REFINE CONTINUOUSLY ■ iPerceptions provides a free tool for surveys: 4Q ■ Integrates with Google Analytics ■ Two stages: » An initiation to take a survey (after your visit) » Users fill out the survey that is in window ■ Four questions at least: » Why are you here? » Did you succeed? » If not, why not? » Are you satisfied? 19
  20. 20. EXECUTE CONTENT STRATEGICALLY
  21. 21. Let’s talk about SEO...
  22. 22. ...actually, let’s talk about Content Strategy
  23. 23. “CONTENT IS THE NEW PRODUCT” You do have a content strategy, right? ■ How often do you introduce new products? ■ What do you talk about the rest of the year? 23
  24. 24. EXECUTE CONTENT STRATEGICALLY CONTENT STRATEGY ■ Content is your “social product” — publish your own words, pictures, video, rich media ■ Content fuels your website, PR releases, email, all social activities and specifically with respect to search results ■ Curate the best content and package it in a useful platform — provide content to “new publishers,” AKA your retailers » Provide richer image assets and any videos you have (and if you don’t have videos, create some) » Create brand stores (skinned microsites) for them with additional content 24
  25. 25. EXECUTE CONTENT STRATEGICALLY THINK LIKE A PUBLISHER ■ What thought leadership can your business own? ■ What content is your audience interested in? Consider your multi-channel personas ■ Plan together with all stakeholders, agencies and partners ■ Consistent conversations across all channels and executions — US and global ■ Maintain a shared calendar » Product/service launches Fresh, strategic content » Product/service enhancements matters more than simply » Events, promotions and programs aligning for search results » Industry knowledge (yes, SEO is important too) 25
  26. 26. SUPPORT ALL PLATFORMS AND CONNECT ACROSS VISITS
  27. 27. CONNECT ACROSS DEVICES AND VISITS FORMAT FOR MOBILE ■ 19% of adults now own a tablet ■ Sites need to work in varying screen size, and with touch interfaces (menus, sliding panels) ■ Get rid of Flash now Percent of Adults who own Tablets/eReaders 27
  28. 28. CONNECT ACROSS DEVICES AND VISITS HERE’S WHAT YOU NEED TO DO Surf your sites on an iPad, an iPhone and on an Android tablet. How do they work when you are on a very small screen – can you zoom in? Do they support a touch interface – big fingers – proper menu coding if you use menus? Do they provide alternate non-Flash content where it is needed? With the latest HTML specifications you can do a lot of motion-based graphics, thus Flash is on the decline. (Also Apple doesn’t support it. Neither does Google’s Chrome browser for Android.) 28
  29. 29. CONNECT ACROSS DEVICES AND VISITS DO YOU NEED AN APP? ■ There are now about 560,000 apps in Apple’s US store, plus those for Android and other platforms. ■ Should every brand have one? ■ The answer depends on the context of your business. Some things to consider: 29
  30. 30. CONNECT ACROSS DEVICES AND VISITS MOBILE APPS VS. MOBILE SITES ■ Mobile apps are “closer” to the user than a bookmarked link ■ Apps integrate new forms of “push,” such as update notifications when new content is available ■ Apps integrate with the hardware of the device — for example taking photos, or manipulating content in real-time ■ Apps need to be interesting and “worthy” of keeping ■ Apps can work offline if need be (upload data later) Growth in Apps by Top Brands Top Brand Apps by Platform 100% 3,000 iPhone 75% 2343 2,250 iPad 50% 1631 1,500 Android 25% 1091 750 891 BlackBerry 0% 0 03-2010 09-2010 03-2011 09-2011 0% 23% 45% 68% 90% avg. of 15 apps each from top 100 brands 30
  31. 31. CONNECT ACROSS DEVICES AND VISITS START WITH APPLE, THEN ANDROID ■ iOS and Android are about even market share, but Apple is gaining faster than Android ■ Apple iOS is a hardware +software platform (basically 3 screen resolutions), whereas Android is an OS that is on many, many different hardware devices ■ Apple owners more likely to install apps, and pay for apps 31
  32. 32. CONNECT ACROSS DEVICES AND VISITS CROSS-DEVICE EXPERIENCE Understanding that people want to access your data from different places and across many visits, give them a reason to create an account and help them share. 32
  33. 33. CONNECT ACROSS DEVICES AND VISITS SEND TO MOBILE And make sure they can share data across visits. 33
  34. 34. CONNECT ACROSS DEVICES AND VISITS PERSONALIZE WEB VISITS ■ Deliver relevant, dynamic content to user based on defined segments ■ Show them their shopping cart or recently viewed products right on the home page ■ Enhance search results pages with extra offers and cross-sell 34
  35. 35. EXECUTE ONLY CROSS-CHANNEL CAMPAIGNS
  36. 36. CROSS-CHANNEL CAMPAIGNS The most exciting campaigns out there are unique and interesting because they connect multiple channels together. Experiential Television Local/Retail Print Mobile Your Customers Out of Home Public Relations Online Channels Social Engagement eCommerce Customer Service Your Web Sites 36
  37. 37. CROSS-CHANNEL CAMPAIGNS ■ For promotions and activities, always connect channels » Print+Mobile = QR Codes to Scan » Social+Web = Coupon Code on Facebook or Twitter » Social+Web = Showcase user-generated content (installations), use contests that lead to purchase discounts » Web+Retail = Content that helps the retail consideration » Retail+Web = Online warranty registration » Social+Local+Retail = Shopkick offers Experiential Television Local/Retail » Email+Web = Custom offers, Print Mobile custom landing pages Your Customers Out of Home Public Relations Online Channels Social Engagement eCommerce Customer Service Your Web Sites 37
  38. 38. CROSS-CHANNEL CAMPAIGNS Once you have your house in order, don’t be afraid to try new things that might be relevant to your audience. Experiential Television Local/Retail Print Mobile Your Customers Out of Home Public Relations Online Channels Social Engagement eCommerce Customer Service Your Web Sites 38
  39. 39. CROSS-CHANNEL CAMPAIGNS NEW THING: SHOPKICK Local, social and coupons in the form of gaming Text 39
  40. 40. CROSS-CHANNEL CAMPAIGNS NEW THING: PINTEREST “because people hate reading” 40
  41. 41. CROSS-CHANNEL CAMPAIGNS NEW THING: PINTEREST Traffic Referrals to over 200,000 sites Google Facebook StumbleUpon Pinterest Bing Google+ Twitter 0% 13% 25% 38% 50% “because people hate reading” 41
  42. 42. 2012 FOCUS ■ Major Initiatives » Make sure you understand your customers » Make your websites work on tablets and phones » Make content, and distribute it strategically » Know how all channels work together and enhance each other » Measure and test everything ■ Consider » An app if you can make it special (with notifications) » All promotions should be cross-channel » Try new and unique mash-ups 42
  43. 43. THANK YOU hansoninc.com Hanson Inc. 1695 Indian Wood Circle, Suite 200 Maumee, Ohio 43537 419.327.6100 bit.ly/HansonGPlus @HansonInc facebook.com/wearehanson

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