Digital Experiences for 2013: Trends, Predictions and Action Items

Digital Experiences
for 2013
Trends, predictions and action items

Here’s what you need to know for digital success in 2013:
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. Zero Moment Of Truth
2. Agile Marketing
3. Content Is Still King
4. Mobile, Mobile, And Mobile
5. Responsive Design
6. Gamification
7. Shift Responsibility For The Social Experience
8. Get Personal
9. It’s The Data, Dummy

1. Zero Moment Of Truth...
The moment they choose to love or hate you

How To Win At The Zero Moment Of Truth
• Have the X factor (sorry, it’s true)
• Be aesthetically pleasing
• Be highly relevant
• Message
• Image
• Content & offer
• Context
• Be valuable
• Be meaningful
• Be local
• Be personal

Action Item: Read ZMOT

Action Item: Read Seven truths for designing great customer experiences

Action Item: Read great user experience leads to conversions

Your takeaway is....
....Great user experience matters.

2. Agile Marketing

What Is Agile Marketing?
• Short range planning & execution
• Speed & adaptability
• Flexibility
• Small definable chunks
• Short, measurable bursts
• Tested and data-drive
Working through an adaptive process, where highly
collaborative teams work in a series of short cycles. Focus on
getting the right things done to hit goals that ultimately drive
more revenue.
Agile marketing emphasizes:

What Is Agile Marketing Looks Like...

How Does Agile Marketing Relate To Your
Digital Experiences?
• Always stay in “experimentation” mode, try
different things, test your ideas, don’t make
assumptions about what will/will not work.
• Keep your digital experiences manageable —
what can be accomplished in an hour? Or a day?
Or 3 days? The key is to think “disposable” when
it comes to campaign experiences.
• Don’t over invest time, budget or resources into
digital experiences that may not be effective or
may need to be adapted over time.

Action Item: Free guide to agile from agilemarketing.net

Action Item: Subscribe to agilemarketingblog.com

Action Item: Subscribe to chiefmartec.com

An explosion of traffic sources....
Niche
Social
Email
Organic search
PPC search
PR/viral/buzz
Print
Broadcast
Direct
QR
....Requires an explosion of trackable, tested,
highly relevant pages. Agile is the only way.

3. Content Is King...
still

...but you already knew that.

74%
of marketers say they use content
marketing for customer acquisition
71%for lead generation
Source: 2013 B2B Content Marketing Benchmarks

To put your content to work for more leads and
customers, move from passive to active
content marketing.

Passive
- May help build brand awareness
- May help generate website traffic
- Not effective at generating leads or acquiring
customers
Active
- Builds acquisition into context
- Includes call-to-actions to capture leads, newsletter
subscriptions, social interaction, etc.

Many content tactics lend themselves to being framed
in active content marketing:
• eNewsletters, both individual
issues and ongoing
subscriptions
• Case studies
• Videos
• In-person events
• White papers
• Webinars/Webcasts
• Research reports
• Microsites
• Branded content tools
• eBooks
• Virtual conferences

4. Mobile, Mobile, And Mobile

In 2013, mobile phones will overtake PCs as the
most common web access device worldwide.

Regardless of device, an
effective experience is a must.

Get in front of users when they are mobile.

A mobile ad...

...should lead to a mobile
experience.

Be ready in case the user is mobile.

Every ad...

...could be clicked
by a mobile user.

It’s more than just mobile. It’s proximity too.

The future isn’t about mobile; it’s about mobility.

People use their mobile devices on the
go, to research, to locate products, or
stores...

tap into the power of mobile...

... to be highly localized.

Marketers aren’t meeting mobile user expectations today

Action item: Go mobile. Now

5. Responsive Design

A single page designed for optimal viewing
across devices.

Action Item: Research responsive design

Action Item: Do some limited tests on your landing
experiences to see if it raises conversions.

6. Gamification

Gamification....
Engaging ways to immerse/reward/encourage/
entertain your customer in your brand.

Action Item: Get gamification-inspired

Action Item: Don’t go gamification-crazy

7. Shift Responsibility For
The Social Experience

Lines are blurred across paid, owned and earned
media....
...Don’t assume because it’s earned that you don’t
have responsibility for it.

Action Item: Take responsibility for shifting social interactions back
to your hub
Your web...your experiences...your audience
Social & niche sites: You need to be there, and be active, but be wary of abdicating
responsibility for your brand interactions to other sites...sites you don’t control who
can change the rules on you.

8. Get Personal

It’s A Highly Personal World... People Expect To Be VIPs

Online Experiences Can, And Should Be, Personal Too

Action Item: Be more specific
• Name
• Progressive forms
• Region/Location
• Language
• Search query
• Previous behaviors
• Time of day
• Time of year
• Browser (mobile, responsive)
• PURLs
Experiment with introducing these elements on your
experiences to lift conversion rates:

Action Item: Read up!

9. It’s The Data, Dummy

You have to know the data beneath the surface

Action Item: Check out these "big data/big testing" case studies

We help brands craft amazing digital
experiences that work.
Find out more:
http://www.ioninteractive.com

Thank you!
@ioninteractive
info@ioninteractive.com

Digital Experiences for 2013: Trends, Predictions and Action Items

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Digital Experiences for 2013: Trends, Predictions and Action Items