When it comes to marketing, it’s the best of times and the worst of times. New channels and technologies enable us to reach more people, build personal relationships, and deliver real value to our customers. However, budgets are tighter than ever and we’re constantly distracted by all of the shiny new things coming at us. The answer? Get scrappy!

1. Get Scrappy: Smarter Digital
Marketing for Businesses Big and
Small
Nick Westergaard
Author
@NickWestergaard

2. nick westergaard | branddrivendigital.com | 2016
get scrappySmarter Digital Marketing for Businesses Big and Small

3. I
MKTG

4. VERYfrustrating time

5. neil degrasse tyson
Knowing where you came from is no
less important than knowing where
you’re going.”
“

6. A Brief
history
of media

7. The Dawn of man

8. 1300MEDIEVAL TIMES

9. 1400 15001450

10. 175016501550

11. 500 YEARS
OF PRINT DOMINANCE
{1850 19001800

12. 1922 1941

13. 1950 1970 1990
MASS MEDIA
DOMINATES MOST OF
THE 20th CENTURY

14. RISEOF THE INTERNET

15. 2012
NATIVE ADS
FACEBOOK MOBILE
2010
TWITTER
MOBILE APPS
2008
IN-TEXT ADS
LINKEDIN
2007
MOBILE WEBSITES
FACEBOOK
YOUTUBE
2003
BLOGS (ADSENSE)
2001
POP-UPS
2000
MOBILE SMS
PPC
1994
BANNER ADS
EMAIL
OVER the last
20 YEARS

16. TODAY
marketers today are
OVERWHELMED

17. THE MYTH OF
BIG
$

18. SHINYNEW THINGS DISTRACT
$

19. CHECKLIST
MARKETING
✔

20. THE
ALTERNATIVE

21. GET SCRAPPY

22. Brains Before Budget

23. Efficient and Effective

24. See Ideas Everywhere

25. everyone can benefit

26. SMART STEPS
you can’t skip
DOING MORE
with less
SIMPLIFYING
for the long haul
1 2 3

27. ORDER
from
CHAOS

29. Photo credit: Harry Westergaard

30. Smart Steps You Can’t Skip
1

32. Photo via Flickr user Robert Course-Baker

34. rudyard kipling
I keep six honest serving men (They
taught me all I knew): Their names are
WHAT and WHY and WHEN and HOW
and WHERE and WHO.”
“

35. unpacking the “serving men”
‣ WHY are we doing this?
‣ WHAT are we doing?
‣ WHEN does this happen?
‣ WHERE does this happen?
‣ WHO does this involve?
‣ HOW do we get it done?

36. Ground with why – destination
‣ Branding
‣ Community Building
‣ Public Relations
‣ Market Research
‣ Customer Service
‣ Leads & Sales

37. What? too channel focused

38. follow your digital compass
‣ Why are you doing this?
‣ Who are you trying to reach?
‣ This will tell you what works best when

39. smart reminders
‣ Need a Map to Get Where You’re Going (5 Ws, 1 H)
‣ Need a Destination Clearly Defined
‣ Need to Understand the Points of Your Digital Compass
‣ And Don’t Forget …

41. Do More with Less
2

42. what’s next? Execution
‣ HOW does this work get done?
‣ WHO does this involve?
‣ HOW does this align with our other efforts?
Why & WHat

44. Photo via Flickr user Instant Vantage
create a question engine

45. daniel H. pink
Questions, by their very
nature, elicit an active response.”
“

46. questions spark conversations

47. questions fuel content

48. answering questions in six seconds

49. Photo via Flickr user Anonymous Account
questions are currency

50. Get Scrappy: Smarter Digital Marketing for
Businesses Big and Small
Nick Westergaard
Author
@NickWestergaard