Keynote speaker Michael Leander's introduction for the Sydney Digital Marketing Masterclass in Australia

1. The
Big
5
Digital
Marke0ng
Masterclass,
Sydney,
Australia
Marke0ng
is
changing
–
are
you
changing
with
it?

2. See
pictures
from
the
day
here

4. Marketers
don’t
spend
enough
0me
trying
to
understand
movements
in
buyer
behavior
changes

5. Key
trends
changing
buying
behavior
• Tradi3onal
buying
behavior
=
easy
to
map

6. Key
trends
changing
buying
behavior

7. The
new
shopping
experience
• O;en
starts
in
search
• Increasing
percentage
starts
in
mobile
search
• M-­‐commerce
on
the
rise
in
Western
world
• F-­‐commerce
expected
to
take
off

8. Understand
the
customer
buying
processes
and
how
social
plays
a
role,
if
any

10. Changes
in
buying
behavior
impacts
the
sales
cycles
tremendously
OTS*
high
to
get
a
reac3on
No
sex
on
the
first
date
*OTS
=
Opportunity
to
see
Referral
&
recommenda9on
Latency
increase
incuba.on.me

11. How
much
of
a
dialogue
is
needed
to
persuade
your
prospects?
But
I
am
ready
!

12. THE
OTS
CHALLENGE
AIen3on
Ac3on
Message
Message
Message
Message
Message
Ac3on
Increase
Opportunity
To
See
by
mul0ple
of
3,
5,
10
Pre
launch
phase
Hard
selling
phase
Nurture
&
convince
phase
The
“it’s
all
over”
phase

13. Think about
top, mid
and end of
funnel
and focus
ferociously
on the end
goal, short
and long
term
13
Bo@om
of
funnel
is
where
the
ac9on
takes
place
–
engagement
need
to
drive
your
audience
towards
the
bo@om
of
the
funnel

14. The
new
reality
is
here
!

17. Oh,
and
by
the
way
AND
LETTERS
ARE
STILL
PRIVATE
&
GENERATE
RESULTS,
if
done
right!

18. Consumers
are
moving
targets
–
but
how,
when,
where
and
with
what
to
engage
them?

19. Big
Data
or
Small
Data?
If
you
can’t
handle
small
data
–
you
can
forget
about
big
data
!

20. The
Power
Of
A
Name

21. Is
this
a
good
brand
name
for
a
car
rental
company?

23. Cola
in
Ghana
-­‐
What
is
the
problem?

24. What
is
the
problem?
Lumia
in
Spanish?
Peugeot
in
South
China
Biao zhi

25. Extra
large
bags
in
Finland
Snow
in
Iran

26. Your
name
ONLINE
Reputa0on
Accessible
Own
it
!
SEO
technical
Your
name
in
context
Globally
/
Locally

27. www.namechk.com

29. Marke3ng
IQ
Test

30. How
do
most
people
make
buying
decisions?
With
logic
With
emo.ons

31. Liked
because
of
emo.ons
?

32. Your
market
is
both
men
and
women.
You
can
only
use
one
picture.
Which
do
you
choose?
Man
also
known
as
male
Woman
also
known
as
female

33. Which
reads
the
most
words
per
minute
–
the
eye
or
the
ear?
2.500
words
per
minute
125
words
per
minute

34. Let’s
show
the
world
how
dashing
we
look

35. People
talk
about
pictures,
share
them,
LOL
at
them

36. Visuals
s0r
emo0ons
in
a
heart
beat

37. World
class
“phototorial”
used
across
all
channels

38. Hero
shots
telling
stories

39. Consistency
with
a
superb
content
concept

40. Use
humor
and
demonstrate
the
benefit
of
your
product

43. What
is
the
right
content
mix
for
Facebook?
• Mixing
images
with
text
• Text
with
and
without
links
• OPC
=
Other
People’s
Content,
but
remember
to
tag
the
source
(other
pages)

44. The
power
of
social
is
in
the
share

45. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share
is
good
Ac0on
is
best
Like
is
NOT
a
currency,
engagement
is
@michaelleander

46. The
power
of
social
is
in
the
share
Page
likes
5.000
Shared
222
Reach
23.168
Clicks
?
Likes
74
Call
to
ac3on

47. The
Power
of
Paper

48. In
digitally
mature
markets,
25%
of
all
consumers
prefer
paper
over
digital
across
all
demographics.
Think
about
matching
channel
with
stage
in
the
buying
process

49. Make
the
onsite
share
easy
-­‐
>
and
make
it
count
Think
about
-­‐ Images
-­‐ Shared
text
-­‐ How
to
make
the
share
convert

50. Likes
Clicks
Shares
Ac.ons

52. Understand
what
is
relevant
to
measure
and
why
it
mabers
to
your
success

53.
Lead
in
to
the
last
ques0on:
1. Flawless
execu.on
is
always
a
prerequisite
for
successful
marke3ng
ac3vi3es
2. Limi.ng
fric.on
is
essen3al
to
enable
higher
conversion
rates
3. Timing
is
paramount
for
achieving
any
marke3ng
objec3ve
4. Tonality
of
message
depends
on
your
target
audience
insights
and
proper
tone
of
voice
is
important
5. Measuring
efficiency
and
con3nuously
tes.ng
for
beWer
results
is
always
the
need
of
the
hour

54. Which
of
these
three
elements
do
you
consider
to
be
the
most
important?
A)
Crea3vity
B)
Proposi3on
(message)
C)
Target
audience
55%
30%
15%
Investment
distribu0on
in
most
businesses

55. Matching
your
message
with
the
right
target
audience
is
very
important
10%
Crea0vity
30%
Proposi0on
(message)
60%
Target
audience
Invest
more
in
improving
access
to
your
target
audience
and
knowledge
about
your
target
audience
for
improving
results
immediately

56. Don’t
count
the
customers
you
reach
–
Reach
those
who
count

57. The
Global
Big
5

58. The
New
Role
of
the
CMO

59. Driven
by
objec.ves
–
measured
by
ROMI
Talks
CIO/CTO
talk
Employs
brains,
outsources
hands
Detail
orientated
and
follows
through
In
charge
of
customer
experience
Creates
a
culture
of
experimenta.on
Power
of
Words
a
priority

60. The
purpose
of
marke.ng
is
to
acquire,
convert,
sustain
and
grow
customers
whom
then
in
turn
will
abract
other
customers
through
referrals

61. DIRECTION
-­‐
purpose
-­‐
strategy
-­‐
tac9cs
-­‐
execu9on
-­‐
measure
61

62. Meet
Good
‘ol
AIDA
A
=
AIen3on
(Awareness)
I
=
Interest
D
=
Desire
A
=
Ac3on
R
=
Recommenda3on
/
Share

63. New
models
and
new
ways
of
engaging
your
audience
is
an
opportunity
• Global
retailer
from
Japan
• TwiIer
driven
campaign
• Dynamic
pricing
linked
to
volume
of
Tweets
• Objec3ves
– Exposure
– Sales

66. Meet
the
new
AIDA
A
=
AIen3on
(Awareness)
I
=
Interest
D
=
Desire
E
=
Engagement
A
=
Ac3on

67. Words
maber,
but
only
if
you
know
which,
why,
when
and
for
how
long

68. Which
last
step
call
to
ac0on
bubon
is
more
effec0ve?
Get
my
thing
Get
your
thing
Wins
9
out
of
10
0mes

69. ABOA
Abribute
Benefit
Objec0on
Answer
69
When
wri9ng
copy
for
emails
(hugely
important)

72. The
Power
of
Words

73. The
Danger
of
Band
Wagon
&
The
Urgency
of
New

74. New
opportuni0es
to
interact
and
get
a
response
from
your
audience
using
QR
codes
(or
not)

75. Me
too,
me
too,
me
too,
me
too,
me
too,
me
too
!

76. Drink
and
scan
–
if
you
can
!

78. Scan
and
download
a
book

79. New challenges,
new opportunities
Touch

80. Think
about
how
your
audience
interacts
depending
on
which
device
they
are
on

81. Does
she
scroll?
• Average
pixel
length
of
a
ver3cal
scroll?

82. Managing
mul.ple
channels
is
a
challenge
Integra.on
is
key
And
leveraging
the
nature
of
new
popular
media
is
an
opportunity

83. Automated campaign a
massive success ... In Turkey
• Sign-­‐up
via
qualifica3on
• IVR
• Different
Axe
girl
calls
every
day
Think:
Solves
a
real
problem
in
a
fun
way
(service)
and
generates
con0nous
awarenesss

84. 7
proven
senses
to
consider
for
your
digital
marke0ng
ac0vi0es
• Lust;
the
an3cipa3on
of
pleasure,
(which
we
crave)
• Mys.que;
an
unanswered
ques3on
that
intrigues
us
and
makes
us
want
to
solve
the
puzzle
• Alarm:
the
threat
of
nega3ve
consequences,
which
demands
immediate
response
• Pres.ge:
symbols
of
rank
and
respect,
which
earn
us
status
and
admira3on
• Vice:
rebellion
against
rules,
which
tempts
us
toward
“forbidden
fruit”
• Trust:
certainty
and
reliability,
to
which
we
give
our
loyalty
• Commonsense;
use
your
commonsense

85. Which senses do this Westin
mobile add play on?

86. CONTINUES
IN
PART
2
THE
BIG
5
GLOBAL
DIGITAL
MARKETING
MASTERCLASS
SYDNEY,
AUSTRALIA