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Do It Wrong QuicklyHow the Web Changesthe Old Marketing Rules<br />Mike Moran	September, 2011<br />
2<br />Isn’t digital marketing simple?<br />It’s dizzying<br />And it keeps changing<br />Faster and faster<br />How do yo...
3<br />The good old days in marketing<br />It’s the real thing<br />The best creative folks came up with agreat message fo...
4<br />The good new days in Web marketing<br />You can target even the smallest group<br />You can measure the results of ...
5<br />The Web rewards pull over push<br />You don’t target markets with a message the same way on the Web<br />More often...
6<br />Remember, it’s still marketing<br />You need to target your market<br />Understand what they care about<br />And co...
7<br />The difference is how you do it<br />Time was that marketing was risky<br />Your job was to remove as much of the r...
8<br />You’re stuck because you don’t know what works<br />What to try?<br />How do you keep score?<br />When do you quit?...
CIOs sometimes fixate on cost reductions<br />Some CMOs focus on even fuzzier numbers<br />9<br />CIOs and CMOs don’t alwa...
You need to focus on one thing—sales<br />10<br />Robert Kneschke/shutterstock.com<br />To do that, you need to learn dire...
11<br />Imagine a catalog marketer who said to the boss…<br />I shipped February’s catalog on time<br />And under budget<b...
12<br />How can you drive demand for your products?<br />Base<br />
13<br />How can you drive demand for your products?<br />Increase your conversion rate<br />Base<br />
14<br />How can you drive demand for your products?<br />Increase your conversion rate<br />Increase your traffic<br />Bas...
15<br />How can you drive demand for your products?<br />Increase your conversion rate<br />Increase your traffic<br />Or ...
16<br />What are your conversions?<br />Online sales <br />Find a store<br />Find a dealer<br />Find a partner<br />Phone ...
17<br />How do you track offline conversions to the Web?<br />The easiest way is for you to contact the customer<br />If t...
18<br />Which metrics matter?<br />Impressions:Did they see it? E-mail opened? Ad displayed? Document shown? Blog entry re...
19<br />Should the shopping cart be on the left or right?<br />A/B testing decides<br />
20<br />Beyond A/B testing: multivariate testing<br />Yes, it’s free<br />Create differentversions of yourpages<br />Googl...
21<br />Without testing, you’ll never know what works<br />Which page had 116% higher conversion?<br />
22<br />Respond to your customers<br />Change your products<br />Change your content<br />Change your prices<br />Change y...
But it’s not just about change—it’s about speed<br />How many tests can you run?<br />How quickly can you check the result...
Speed sometimes runs into a roadblock<br />“The IT budget doesn’t have funding for that.”<br />“You’ll need to create a re...
25<br />Baking or making soup? Which is harder? Riskier?<br />Waterfall is like baking<br />Know what you want up front<br...
26<br />IBM Confidential<br />What’s different about agile?<br />The system isalways working<br />All you need toknow is w...
27<br />Technical versus adaptive change<br />Why are some changes difficult?<br />Example: Getting up one hour earlier ea...
28<br />Do it wrong quickly and then fix it<br />Instead of killing ourselves to plan exactly the right thing that we can ...
29<br />Thank you!<br />The search best seller<br /><ul><li>“The Bible of search marketing”--Chris Sherman, Search Engine ...
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Mike Moran: Do It Wrong Quickly (Webdagene 2011)

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Mike Moran: Do It Wrong Quickly (Webdagene 2011)

  1. 1. Do It Wrong QuicklyHow the Web Changesthe Old Marketing Rules<br />Mike Moran September, 2011<br />
  2. 2. 2<br />Isn’t digital marketing simple?<br />It’s dizzying<br />And it keeps changing<br />Faster and faster<br />How do you cope?<br />
  3. 3. 3<br />The good old days in marketing<br />It’s the real thing<br />The best creative folks came up with agreat message for a mass market<br />We tested it against focus groups<br />We pushed it out there—over and over again<br />We hoped they’d buy, but weren’t sure they did<br />Can’t Beat the Real Thing<br />Coke is it!<br />I'd like to buy the world a Coke<br />Coke adds life<br />
  4. 4. 4<br />The good new days in Web marketing<br />You can target even the smallest group<br />You can measure the results of everything you do<br />You must change your message in response to what your customers:<br />Say (comments, blogs, product ratings)<br />Do (search, purchases, page views)<br />
  5. 5. 5<br />The Web rewards pull over push<br />You don’t target markets with a message the same way on the Web<br />More often, markets have to find you, or your customer must give you permission:<br />Search<br />Opt-in e-mail<br />Subscribe to blogs<br />Follow on Twitter<br />But even tiny markets can be reached<br />
  6. 6. 6<br />Remember, it’s still marketing<br />You need to target your market<br />Understand what they care about<br />And connect with your message<br />If you do:<br />You improve your image<br />And you drive sales<br />
  7. 7. 7<br />The difference is how you do it<br />Time was that marketing was risky<br />Your job was to remove as much of the risk as possible<br />But Web marketingrewards experimentsrather than deepplanning<br />Are you feeling stuck?<br />
  8. 8. 8<br />You’re stuck because you don’t know what works<br />What to try?<br />How do you keep score?<br />When do you quit?<br />What to try next?<br />
  9. 9. CIOs sometimes fixate on cost reductions<br />Some CMOs focus on even fuzzier numbers<br />9<br />CIOs and CMOs don’t always get it, either<br />Tatiana Popova/shutterstock.com<br />
  10. 10. You need to focus on one thing—sales<br />10<br />Robert Kneschke/shutterstock.com<br />To do that, you need to learn direct marketing<br />
  11. 11. 11<br />Imagine a catalog marketer who said to the boss…<br />I shipped February’s catalog on time<br />And under budget<br />Customers like it<br />And it looks beautiful<br />Wanna see it?<br />But that’s all we say about our Web sites—where are the metrics?<br />
  12. 12. 12<br />How can you drive demand for your products?<br />Base<br />
  13. 13. 13<br />How can you drive demand for your products?<br />Increase your conversion rate<br />Base<br />
  14. 14. 14<br />How can you drive demand for your products?<br />Increase your conversion rate<br />Increase your traffic<br />Base<br />
  15. 15. 15<br />How can you drive demand for your products?<br />Increase your conversion rate<br />Increase your traffic<br />Or both<br />Base<br />
  16. 16. 16<br />What are your conversions?<br />Online sales <br />Find a store<br />Find a dealer<br />Find a partner<br />Phone call<br />Affiliate link<br />Download a white paper<br />Fill out a contact form<br />
  17. 17. 17<br />How do you track offline conversions to the Web?<br />The easiest way is for you to contact the customer<br />If the customer switches channels, entice the customer to:<br />Print the product’s specifications to bring to the dealer<br />Print a coupon to present at the retailer<br />Call a special phone number<br />
  18. 18. 18<br />Which metrics matter?<br />Impressions:Did they see it? E-mail opened? Ad displayed? Document shown? Blog entry read?<br />Selections:Did they choose it? Click throughs? Mouse over?<br />Conversions:Did they buy it? Download? Call? <br />
  19. 19. 19<br />Should the shopping cart be on the left or right?<br />A/B testing decides<br />
  20. 20. 20<br />Beyond A/B testing: multivariate testing<br />Yes, it’s free<br />Create differentversions of yourpages<br />Google tests them with live visitors and reports back on which variations did the best<br />Then you permanently change the page to the best version<br />
  21. 21. 21<br />Without testing, you’ll never know what works<br />Which page had 116% higher conversion?<br />
  22. 22. 22<br />Respond to your customers<br />Change your products<br />Change your content<br />Change your prices<br />Change your policies<br />Change your experience<br />Then, change them again<br />Learn<br />Use<br />Shop<br />Get<br />Buy<br />Which changes increase your conversions?<br />Customers vote with their mice<br />
  23. 23. But it’s not just about change—it’s about speed<br />How many tests can you run?<br />How quickly can you check the results?<br />Who improves faster?<br />One test per day<br />One test per week<br />One test per month<br />23<br />
  24. 24. Speed sometimes runs into a roadblock<br />“The IT budget doesn’t have funding for that.”<br />“You’ll need to create a requirement document first.”<br />“You’ll need executive approval to prioritize that above what we are currently doing.”<br />24<br />
  25. 25. 25<br />Baking or making soup? Which is harder? Riskier?<br />Waterfall is like baking<br />Know what you want up front<br />Precise measurements and preparation<br />Nothing is done until the end<br />Agile is like making soup<br />You can experiment as you go<br />You can eat it at any time, but it tastes best at the end<br />
  26. 26. 26<br />IBM Confidential<br />What’s different about agile?<br />The system isalways working<br />All you need toknow is what’s next<br />Daily Stand Up Meeting<br />Monthly Planning Meeting<br />
  27. 27. 27<br />Technical versus adaptive change<br />Why are some changes difficult?<br />Example: Getting up one hour earlier each day<br />
  28. 28. 28<br />Do it wrong quickly and then fix it<br />Instead of killing ourselves to plan exactly the right thing that we can execute in every country for the next two years…<br />…Do it wrong quickly, and then fix it<br />Let the market tell youwhat works and what doesn’t<br />And then quickly do it better<br />Listen, learn, and adjust<br />
  29. 29. 29<br />Thank you!<br />The search best seller<br /><ul><li>“The Bible of search marketing”--Chris Sherman, Search Engine Land
  30. 30. Second edition includes DVD
  31. 31. Full-service social media agency
  32. 32. Listening
  33. 33. Activation
  34. 34. Consulting
  35. 35. Converseon Nordics office opened this year</li></ul>Named a “best business book” by Miami Herald for 2007<br /><ul><li>“Great book.”--Robert Scoble, Scoblizer blog
  36. 36. “Act now andread it.”--Bryan Eisenberg, Author of #1 best seller Waiting for Your Cat to Bark?</li>

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