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In this presentation and workshop Cyber-Duck take delegates through building blocks of developing a user centric brand and marketing strategy and introduce exciting new marketing channels such as artificial intelligence, bots, micro-moments and SEO as well as virtual and augmented reality. The presentation is concluded by exploring the importance of data and analytics.
Children are fearless (Virgin PR)
They are exhaustingly curious (Amazon data)
Children are good at breaking things (Facebook)
Kids tell the truth (Apple FBI)
They don’t grow up fast (Nespresso)
MARKETING CAN BE DONE IN BABY STEPS
A strategy is about shaping the future
Max McKeown PhD , The Innovation Book, Financial Times, Warwick Business School
"Trust me, he’s a great lover"
"I’m a great lover.
I’m a great lover.
I’m a great lover.”
“I understand that you’re
a great lover"
"I’m a great lover"
3. ‘Baked-in’ communication:
_ Channel agnostic
_ Shareable content
_ Socially connected
_ Widget driven
_ Physical and digital
2. Creating behaviours:
_ Modern identity
_ Design system
_ Ubiquitous and mobile
_ User centricity
_ Easy to transact with
1. Developing a personality:
_ Brand essence
_ Unique mission
_ Tone of voice
_ Strong narrative
_ Unique content
_ Architecturally driven
BUILDING A BRAND
We have a mission in life, including values, morals and our
very own nucleus with intrinsic and extrinsic qualities.
Based on a variety of triggers, we change our
mood, looks and behaviour.
We connect and adapt to diﬀerent
people and the environment around us.
BRANDS ARE LIKE US
SOSTAC DESIGN SPRINTS
What are your main business objectives for 2017?
How can your marketing and brand strategy help you achieve those
objectives? Does anything need to change?
E.g. Generate X% of turnover, improve back-oﬃce eﬃciency by X%.
E.g. Create a new campaign around piece of content such as ABC, launch a brand extension etc.
STRATEGIES - ACTIVITY 5 mins
What activities or qualities must our brand (or user experience) have to
Where and how are you going to be tracking your KPIs?
E.g. via my CRM or by creating a business dashboard.
E.g. improve communication or understandability for persona A and/or persona B.
STRATEGIES - ACTIVITY 5 mins
TIPS FOR STRATEGIES
The customer experience roadmap and brand strategy need to
synchronise and drive your go-to-market approach.
Use proven strategic models such as UCD, SOSTAC and Design
Sprints to come up with future friendly strategies.
Use a strategy to focus your people, resources and provide clarity
across a range of decisions.
Google Now Cortana Siri Alexa
THE MAJOR TECH FIRMS HAVE HEAVILY INVESTED IN AI SEARCH
• Cloud-basedProﬁle • Cloud-based • Device-based
Email • Gmail • Mail on Windows • Mail on iOS
Search • Google • Bing • N/A
Browsing • Chrome • Edge • N/A
Location • Google apps & devices • Microsoft apps & devices • Device History
Calendar • Google • Calendar on Windows • Apple Calendar
News • Google News
• Cortana notebook • Apple News
Finance • Google Finance
• Cortana notebook • Apple Stocks
• BBC etc’
• Gobby Apps
HOW DO PERSONAL ASSISTANTS DEVELOP AI?
50% of all searches will be voice searches by 2020.
Would an Alexa skill beneﬁt your business?
E.g. would a user be likely to interact with my brand through Alexa or another type of AI?
What would your Alexa skill’ or AI app do? How would it beneﬁt your users?
E.g. the user could get the latest news from my business through voice search.
AI - ACTIVITY 5 mins
TIPS FOR AI
Develop website content with a conversational tone and provide
speciﬁc answers to users’ questions.
Content that answers speciﬁc questions will make your website a
go-to resource and more favourable for AI and voice search.
September 22, 2015 - comScore Whitepaper, The 2015 U.S. Mobile App Report
MOST USERS DEVOTE ALMOST ALL OF THEIR TIME TO THREE APPS
Would a bot beneﬁt your business?
E.g. is there a need for one of my personas to use a bot? If so, how would it be valuable to them and my business?
What would your bot do (and not do)? Please list the type of assistance it
could (and could not) provide to users.
E.g. if a user provides their account number to the bot, the bot would tell the user their latest activity levels with my
BOTS - ACTIVITY 5 mins
TIPS FOR CREATING BOTS
Bots can streamline customer support, operations and enhance the
They live on servers and typically are easier to develop than apps.
This allows users to interact with them anywhere!
Within bots for Facebook messenger, the main engine is the Send/
Receive API. It helps to train the bot using samples.
“Mobile has forever changed what we expect of brands. It's fractured the
consumer journey into hundreds of real-time, intent-driven micro-
I-want-to doI-want-to buy
I-want-to know I-want-to go
Mobile & AI are encouraging user searches to move away from
short tail queries, to long tail, conversational questions.
Micro-moments capitalise on contextual persona search states
of knowing, going, buying and doing.
Frequently answered snippets appear higher in SERPs. So, our
content can prevail by understanding and answering user
This concept works with other advances such as Google
RankBrain. These help to suggest future search results to
Reimagine keyword research by using
answerthepublic.com to formulate
the what, why, when and where
• Mobile ﬁrst: Google will prioritise
• Group FAQs and similar topics on one
page within a narrative
• Use typographical semantics so moments
are grouped within H2s
• Try to use short sentences below the
header as a summary
• Use anchor tags so users can go to
diﬀerent content on same page
OPTIMISING CONTENT FOR A FEATURED SNIPPET
LEGOLAND IN NYC - BUILDING AN ‘EXPERIENCE WHEEL’
Use keyword modiﬁers to help frame your micro-moments
(Keyword) + With, Without, Versus,
Near, Like and For
What are the key micro-moments (or user mind-sets) for your oﬀering e.g.
before, during and after intent? Please explain how these would diﬀer from
persona to persona.
MICRO-MOMENTS - ACTIVITY 10 mins
TIPS FOR MICRO-MOMENTS
It is important to examine the context and dissect the search
results depending on your industry.
Google takes into account the context of each search term and
displays the most relevant results.
You can optimise content for Google’s Instant Answers (Featured
Snippets) and gain more SERP real estate.
Many major tech ﬁrms are well vested in VR and
VR AND AR
21 3 4 5
VIRTUAL REALITY - THE CONSUMER JOURNEY
The user receives a VR trigger
to view a product. They may
have to download an app
The user experiences a new way of
exploring and shopping for
products through VR
The user then selects items
using controls on the VR
headset or device
Once selected, the user
completes checkout on
The user connects their
device to a VR headset to
Volvo Reality: XC90 VR Test Drive
HOW ARE BRANDS ADOPTING VR?
JW Marriott Teleporters
HOW ARE BRANDS ADOPTING VR?
you to visualise
how a tattoo
might look on
HOW ARE BRANDS ADOPTING VR?
“By 2020, AR/VR could be worth $150 billion,
with AR taking the lion’s share around $120
billion and VR at $30 billion.”
Would AR/VR beneﬁt your business?
E.g. is there a need for one of my personas to use AR/VR? How could this add value for them and my business?
AR/VR - ACTIVITY 5 mins
TIPS FOR AR/VR CONTENT
AR/VR is an innovative tactic adopted by forward-thinking
companies. It bridges the physical & digital worlds to create an
Marketers should remember that AR is not about creating a
completely new reality. It’s about enhancing what already exists.
By connecting with sources like Google Analytics and AdWords, we can analyse the impact
certain events have on our data.
Here, R visualised the Google Penguin Update’s impact on our website traﬃc. It compares the
expected impact and the actual impact.
By using data to analyse their pitch
and player performance, Leicester City
FC won the Premier League last year.
We created a dashboard to monitor
productivity and increase the
visibility of pressure points, pipeline
and other data at Cyber-Duck.
What metrics did you use to optimise your last campaign?
Can you sketch your data dashboard?
E.g. what metrics would you like to track on a day-to-day basis? Website engagement, traﬃc sources…
E.g. increased paid social bids due to high engagement and conversion with content, observed via GA.
ANALYTICS - ACTIVITY 5 mins
TIPS FOR DATA ANALYTICS
Tie your data output requirements together with your strategy and
goals from the outset. Make the KPIs visible to everyone to
Automate the number reporting as much as possible. Your team
should focus on ‘insight extraction’ from the data at a glance, as
opposed to calculations.
It’s never been more important to test and validate your marketing
strategies (including messaging) with real users.
A compelling brand direction should underpin your tactics for each
Together, your channels must deliver an engaging, cohesive user
experience. Micro-moments and user-centred design can help unite
Set and measure your KPIs constantly. Data-driven insights can
help you optimise your tactics to achieve success.
THANKS FOR JOINING US
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