Maintaining the competitive edge in the digital age: Crafted IoD presentation

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MAINTAINING A COMPETITIVE
EDGE IN THE DIGITAL AGE
PART 1

Tom Gillman
Business Development Director
verb [ with obj ]
exercise skill in making (something):
he crafted the chair lovingly | (as adj. crafted) :
a beautifully crafted object.

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Some of our clients
Grain. Seed. Fertiliser

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•  Why I should care about digital
•  How I can get more out of my website
•  Which digital channels are right for me
•  How can I use digital to influence
my customers and prospects
Workshop aims

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“There is no reason anyone
would want a computer
in their home.”
- Ken Olson, (Founder)
Digital Equipment 1977

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What is digital marketing?

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Why is digital so important?

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Digital landscape
288
million
monthly
active users
665
million
daily
active users
200+
million
users
29.1
million
UK smartphone
users by 2015
Sources: Econsultancy, SoDA, Gartner

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IN Q1 2013
Tablets exceeded
traditional desktop
devices for conversion
rates for the first time
Source: Monetate Q1 2013 Ecommerce Quarterly

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43%
of all online
shoppers are fans
and followers of the
brands they buy
Source: Harp Social

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45 MILLION
people view
SlideShare
presentations
each month
Source: SlideShare

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2.5%
of company
revenue on
average is
spent on digital
marketing
Source: Gartner

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41%
of marketers say
that savings from
digital marketing
are reinvested
Source: Gartner

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UP TO
50%
of digital
marketing
activities are
outsourced
Source: Gartner

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•  Size doesn’t matter
– level playing field
•  Cost effective
(compared to traditional)
•  Easy to measure
•  Real-time impact / results
•  Ready for refinement
Why is digital so important?
•  Far greater exposure
•  Viral potential
•  Two-way
•  It’s where your customers are

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•  Security
-  Scammers
-  Provide peace of mind

•  Updates
-  Frequent
-  Relevant
-  Managed

But be aware…
•  Cost
-  It’s not free
-  Be aware of hidden costs
-  Follow a budget
-  Develop a strategy

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•  An extension of your offline plan (if you want)
•  Customer centric – their insight & needs
•  Digital – your other flexible friend
•  Realistic goals
•  Rolling-review & update
Yet another marketing strategy?!

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Where are you now?
Understanding your business

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Revisit your understanding of…
•  Customers
•  Market
•  Competitors
•  3rd party influencers
•  Macro environment

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•  Assess your capabilities
-  Time
-  Resource
-  Skills
Internal
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Image by Erich Ferdinand “erix” (Flickr)

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Objective setting
•  What does success look like for you?
•  Can you measure it?
•  Regularly monitor and review

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Creating your strategy
Planning, implementation & beyond

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Getting started
•  Targeting
•  Positioning
•  Choosing the right channels
Image by Lefteris Heretakis “heretakis” (Flickr)

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•  2.4 billion global internet users (2012)
•  Digital information created
& shared grew x9 in 5 years
•  74% of businesses believe user
experience is key for improving sales
•  Mobile users reach to
phone 150x per day
•  ‘Always-on’ likely to increase
with wearable
Where do I start?
Sources: KPCB, eConsultancy
Image by Max Braun “maxbraun” (Flickr)

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INCREASING WEB SALES
AND ENQUIRIES

Barnie Mills
Head of Design
verb [ with obj ]

Our approach
What we don’t do
✗ Design for the sake of design
✗ Create one-size-fits-all designs
✗ Design for our own tastes
What we do
✔ Design for function
✔ Design for the user
✔ Create a bespoke solution for each client

What the next hour is not about
• Hard and fast-rules with a guaranteed ROI
• A silver bullet to boost your web sales
• The secret button colour that will guarantee clicks!

What the next hour is about
• Using design to engage users
• Quite a lot of common sense
• Some tools to see if it all works
• Hopefully, a way to remember it all…

• Somewhere easy to find and to get to
• Somewhere that your date will be comfortable with
• Somewhere that suits the occasion
1. Choose a venue

Where are they from?
How do people arrive at your website?
Source Medium
Google organic/cpc/referral
Bing organic/cpc
Facebook referral
Google shopping cpc
Yahoo organic/referral
Outlook direct

The homepage
(Arranging to meet under the clock at Waterloo Station)
• Easy to offer a wide range of options
• Expectation is not as clearly defined
• Harder to plan in advance
Image by Elliott Brown “ell-r-brown” (Flickr)

Landing pages
(Arranging to meet at the cinema)
• Expectation is predefined
• We have a much better idea
of what is going to happen
Photo: ScypaxPictures, www.flickr.com

• Fairly self-explanatory - fashionably late won’t work
2. Turn up on time

Page load
We could have failed before we’ve started
Every second loading =
0.65 increase in bounce rate!

Mobile
The pre-date traffic jam!
•
Breaking the 1000ms Time
to Glass Barrier
•
Average currently 4800ms
•
400ms latency on 3G!
Source: http://youtu.be/Il4swGfTOSM

We can’t ignore it
20% of adults
own a tablet
Mobile Operators
Association (MOA) and
YouGov
Over half of
Britain owns
a smartphone
(Ofcom)

• People form an opinion within 30 seconds
• First impressions are hard to reverse
3. Make a good first impression

It is especially important online…
The average
time spent on
a webpage is
25
seconds
On average,
visitors only
read around
20%
of content
One in five
visitors leave
a site within
5
seconds

(not this one!)
Image by Daniel Oines “dno1967b” (Flickr)

Am I in the right place?
• Is the core message obvious?
• Can I see a reference to
what I’m looking for?

Am I interested?
• Does it meet my expectations
at first glance?
• Do I care / empathise in any way?

Do I trust you?
• Is the site well presented
• Does the site look professional
• Can I see any evidence that the
site is trustworthy?
Image by Tattoo_Lover “tattoos-nu” (Flickr)

What next?
• Is there a clear call to action?
• Is there an obvious way to
explore the site further?

www.wiggle.co.uk
• What activities does this site cater for?
• What are 3 of the company’s USPs?

www.mailchimp.com
• What service does the site offer?
• Why might you choose it over competitors?

Any ideas?
• What service does the site offer?

Dress appropriately!
Image from allfancydress.com

Dealing with devices
• How will your content display
• How will users interact

Responsive web design
• Adapts to suit screen size
• Agnostic to device (in the most part)
• A single site to maintain
• A single set of analytics
• Google recommends responsive for mobile

Calls to action (CTAs)
What is a call to action?
(I probably flash and play the theme
from The Apprentice every 30 seconds)

The easy wins…
• BIG
• PROMINENT
• ISOLATED
• AFFORDANCE
• COMFORT
( I struggled with a clever acronym!)

• Conversation
• Shared interests
• Empathy
• Trust
4. Build trust, build the relationship

Refining calls to action
Good looks will only get you so far…
Learn More
(About
what
exactly?

It
is
a
bit
vague)

Try ‘Blind Date’ Free
60 second sign up
(What
have
I
go
to
lose?)

A bit more like it

• Lead
with
a
familiar,
easy-‐to-‐understand
verb

• Be
specific
rather
than
generic

• Add
a
strong
benefit
or
statement
of
value.
What’s
in
it
for
the
user?

• Suggest
instant
graGficaGon!

http://copyhackers.com/2012/06/radically-rethink-your-ctas/
Consider

However…
for
most
of
us
simply
having
a
clear,
concise

call
to
acGon
isn’t
enough
on
its
own.

I wonder if anyone noticed that
Call to Action at the very bottom
of the last page!
What happened to prominence?

• build trust
• build empathy
• build desire
Use your content to…

Not quite!
Image:
Flickr,
IrishFireside

Anti-patterns
The awkward handshake or unexpected hug!
•
’Click
here’

•
’Tiny
targets’

•
Beware
the
‘Novel
NoGon’

(the
designers
shame!)

A time and a place for innovation
•
Don’t
re-‐invent
the
wheel

•
Be
consistent
in
your
approach

•
Avoid
the
‘awkward
handshake!’

Image by Grant Mitchell “anachronism_uk” (Flickr)

• Long term relationships reap greater reward
• Always keep trying
• Sometimes a surprise is good
5. You can just as easily lose trust

Beyond first conversion
New vs Returning
New

visitors

Returning

visitors

Welcome to the club
Newsletters and Accounts

Customer benefits
(It’s all for them, honest)
•
Membership
beneﬁts
–
oﬀers,
promoGons

•
Faster
payment

•
Make
them
feel
‘special’

Who really benefits?
•
Know
your
customer

•
Target
them
more
eﬃciently

•
Increase
customer
value

Means Get Agency
Paraphernalia!!

Who’s had a good
(or a bad) experience online?

Don’t forget old fashioned
customer service!
•
Keep
your
promises

•
Keep
the
human
touch

•
Give
a
bit
extra

•
Just
be
nice!

Blind date
1. Choose a venue
2. Turn up on time
3. Make a good first impression
4. Build trust
5. Remember, it’s very easy to lose trust!

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MAINTAINING A COMPETITIVE
EDGE IN THE DIGITAL AGE
PART 2

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Choosing the right channels

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Pros
•  It’s about relationships
•  Viral opportunity
•  Show your brand personality
•  Listen
•  Learn more about customers
Social media
•  Low cost of entry
•  Customer service
•  Another arm for crisis management

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Cons
•  Investment in time
•  Long haul strategy
•  Let the brand speak with one voice
•  Know your risk management strategy
•  Loss of control
Social media

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Social media - considerations
•  Does your brand fit?
•  Which channels are
your customers using?
•  Who will manage
your channels?
•  What’s your capacity?
•  What are you
trying to achieve?
•  How will you measure it?
•  Be human
•  Be different, give people
a reason to engage
•  Be on brand
•  Share regularly

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PRESENTATION

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Pros
•  Relatively low cost
•  Immediate calls to action
•  Quick to deploy
(less than direct mail)
•  Segmentation
•  Measurement,
testing and improvement
Email marketing

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Cons
•  Deliverability and renderability
•  Email response
‘window of opportunity’
•  Perception of spam
•  Blacklisting
•  Easily ignored
Email marketing

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•  Follow best practice (DMA)
•  Grow your list ORGANICALLY?
•  What’s your ‘honey pot’
•  Data segmentation?
•  Know your spam!
•  Design for the preview pane
•  How will you create value?
Email marketing - considerations

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4 BILLION
mobiles in
use globally
Source: marketing.anchormobile.net/blog/
bid/202428/Mobile-Marketing-Statistics
-2013-That-Will-Blow-Your-Mind

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OVER HALF
of Britain owns
a smartphone
Source: Ofcom

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31% OF
SITE TRAFFIC
in the UK is
from mobile
Source: Mobify

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MORE TIME
is spent on mobile
media by adults,
than they do on
newspapers
and magazines
combined
Source: marketing.anchormobile.net/blog/
bid/202428/Mobile-Marketing-Statistics
-2013-That-Will-Blow-Your-Mind

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MOBILE
BROWSING
is expected to
overtake desktop
browsing by 2014
Source: Microsoft Tag

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40%
OF EMAIL
is now opened
on mobile devices
Source: Knotice

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USERS RUN
43 APPS
on average
Source: mobileapptesting.com

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OVER
2 HOURS
PER DAY
on average is spent
on mobile apps
Source: mobileapptesting.com

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Pros
•  Works offline
•  Talk to your customers (push notifications)
•  Better ‘front of mind’ reference
•  Access to device specific functionality
(camera, accelerometer)
Mobile app

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Cons
•  Potentially expensive option
•  App store – rules, reviews and revenue
•  1 in 4 apps abandoned after initial use
Mobile app

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Pros
If your goal is to attract more customers and
increase conversion, then consider a mobile website:
•  Accessible to search
•  Improved user experience over desktop site
•  A single platform
•  Likely to be more affordable
•  25% of UK consumers have purchased via mobile
Mobile website

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Cons
•  It’s not a
responsive website!
Mobile website

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In summary
•  Let insight guide your choices
•  What does my customer really care about?
•  Capability and sustainability are vital
•  It’s a long-term commitment
•  Review, adapt and evolve

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“Why waste a sentence
saying nothing?”
- Seth Godin

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INFLUENCING CUSTOMERS
IN THE DIGITAL AGE

Ian Miller
Search Director
verb [ with obj ]

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How is PR changing?

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I PR

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Image by Ben Gallagher “bengallagher” (Flickr)
Ultimately it’s a story

UNDER THE
INFLUENCE OF
DIGITAL, PR IS
TRANSFORMING
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Image by Sham Hardy “xshamx” (Flickr)

Everything is amplified
Image by Joe Green “joeandsarah” (Flickr)
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Image by The U.S. National Archives “usnationalarchives” (Flickr)
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Image by Hotel de la Paix Genève “hoteldelapaixgeneve” (Flickr)
Infinite Choice

Why the rush towards digital?
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Source: Pew Research Center

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Source: http://garstontowers.blogspot.co.uk/2013/04/graphs-of-uk-newspaper-circulation.html
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Source: http://www.guardian.co.uk/media/abcs
We’re moving online

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Tier 1
Trade press
Newspapers
Tier 2
Authority websites
Industry associations & events
Professional bloggers
Tier 3
Niche websites
Hobby bloggers
Forums & communities
Social media hubs

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TRADITIONAL
PR
ONLINE
PR
Tier 1
Trade press
Newspapers
Tier 2
Authority websites
Tier 3
Niche websites
Hobby bloggers
Social media hubs

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PR IS LIKE A
DINNER PARTY
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Image by manhhai (Flickr)

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What your
business is
interested in
What your
customers are
interested in

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PR in the digital age

MACRO& MICRO
PUBLIC RELATIONS
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SOCIAL MEDIA
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CONTENT
IS FIRE
SOCIAL MEDIA
IS GASOLINE

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YOU CAN TURN
IT AROUND
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Be prepared, online and off
•  Ship grounded during the evening of Friday 13th January 2012
•  First offline PR was 14 January (PM)
•  First news conference with CEO was held 16 January
•  Online had:
•  35,000 tweets
•  10,000 blog mentions
•  34,000 new mentions online
•  4,500 YouTube video mentions

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PRESENTATION
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OFFLINE OR ONLINE?
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Image by Ruben Alexander “the-wanderers-eye” (Flickr)

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Where do I begin?

We all start somewhere
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#1 - Planning
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“In god we trust…
all others bring data”
- Edward Deming
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ONLY 11% OF
MARKETING DECISIONS
ARE BASED ON DATA
Source: Adobe/Econsultancy Quarterly Digital Intelligence Briefing 2013

#2 – Leverage any opportunity
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3185 shares
1545 tweets
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#3 – Show what you hide
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http://www.youtube.com/watch?v=oSd0keSj2W8
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#4 – Create your own news
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#5 – Think beyond words
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PRESENTATION
taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23
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CONTENT IS CUSTOMER SERVICE
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#6 – Sometimes, normal is OK
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#7 – Listen
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http://www.google.co.uk/trends/explore
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#8 – Identify influencers
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INFLUENCE
INFLUENCE
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Tier 1
Trade press
Newspapers
Tier 2
Authority websites
Tier 3
Niche websites
Hobby bloggers
Social media hubs

#9 – Reach out
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#10 – Evaluate
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Image by Marco Estrella “marcoestrella” (Flickr)

#11 – Get reading
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The Business of Influence
Philip Sheldrake

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Image by Stefany “steffypeeageayemm” (Flickr)

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Thank you
•  Slides
•  Business on a bike – 4th July
•  Digital Bites – October
•  Newsletter
•  Follow @craftedmedia
•  Coffee & a chat

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Ipswich Studio
32 Fore Street,
Ipswich, IP4 1JU
T: +44 (0) 1473 322841
E: hello@crafted.co.uk
London Office
Clerkenwell Workshops,
27/31 Clerkenwell Close,
London, EC1R 0AT
T: +44 (0) 20 3393 3852
www.crafted.co.uk

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Iconography from The Noun Project
iPhone, iPad (Andreas Bjurenborg), Computer, Shopping Cart, Cursor (Brandon Keelean),
Presentation (Joris Hoogendoorn), Coins (Mike Hince), Arrow (P.J. Onori), Earth (Francesco Paleari),
Sun (Olivier Guin), Fire (Diego Naive), Gasoline (Mitchell Geere),
Credits

Maintaining the competitive edge in the digital age: Crafted IoD presentation

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Maintaining the competitive edge in the digital age: Crafted IoD presentation