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Digital marketing trends (workshop)

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.

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Digital marketing trends (workshop)

  1. 1. Hello, we are PLANNING YOUR MARKETING FOR 2017
  2. 2. Introducing the space 1. The power of strategies 2. AI Assistants 3. Communication bots 4. Micro moments 5. Immersive AR/VR 6. Analytics Concluding thoughts
  3. 3. Is your brand ready for the new tech of 2017?
  4. 4. BUT WAIT…
  5. 5. 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
  6. 6. THE POWER OF STRATEGIES
  7. 7. A strategy is about shaping the future Max McKeown PhD , The Innovation Book, Financial Times, Warwick Business School
  8. 8. "Trust me, he’s a great lover" "I’m a great lover. I’m a great lover. I’m a great lover.” PUBLIC RELATIONSADVERTISING “I understand that you’re a great lover" BRANDING "I’m a great lover" MARKETING
  9. 9. COMMUNICATION 3. ‘Baked-in’ communication: _ Channel agnostic _ Shareable content _ Socially connected _ Widget driven _ Physical and digital BEHAVIOUR 2. Creating behaviours: _ Modern identity _ Design system _ Ubiquitous and mobile _ Personalisation _ User centricity _ Easy to transact with PERSONALITY 1. Developing a personality: _ Brand essence _ Unique mission _ Tone of voice _ Strong narrative _ Unique content _ Architecturally driven BUILDING A BRAND
  10. 10. Behaviour Personality Communication 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
  11. 11. DESIGN SYSTEMS
  12. 12. Control Situation analysis O bjectives Actions Tactics Strategy S O S T A C SOSTAC Planning System SOSTAC DESIGN SPRINTS METHODOLOGIES Strategy Prototype Design Sprint Validate Design USER-CENTRED DESIGN ConceptingPrototyping& Us er Testing D iscovery Approval Stakeholder
 analysis Persona
 segmentation Competitor
 analysis Content strategy Flows of
 control Information
 Architecture Art direction Wireframing Prototyping Usability testing Measure &
 iterate 1 2 3 4 5 6 7 8 9 10 11 12 User-Centred Design Strategy Prototype Design
  13. 13. 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
  14. 14. What activities or qualities must our brand (or user experience) have to adapt? 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
  15. 15. 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.
  16. 16. PREPARE FOR AI ASSISTANTS
  17. 17. Google Now Cortana Siri Alexa THE MAJOR TECH FIRMS HAVE HEAVILY INVESTED IN AI SEARCH AI SEARCH
  18. 18. • 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 • Device-based • IFTTT • Amazon • Bing • N/A • Google • BBC etc’ • Gobby Apps HOW DO PERSONAL ASSISTANTS DEVELOP AI? AI SEARCH
  19. 19. “HEY SIRI, CALL ME AN UBER!"
  20. 20. “WHO IS WINNING THE CUBS GAME?"
  21. 21. “WHO WON THE PREMIER LEAGUE?”
  22. 22. 50% of all searches will be voice searches by 2020. Comscore
  23. 23. 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
  24. 24. 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.
  25. 25. INTRODUCING THE COMMUNICATIVE BOT
  26. 26. ARE BOTS ARE THE NEW APPS?
  27. 27. 20% 10% 18% 51% September 22, 2015 - comScore Whitepaper, The 2015 U.S. Mobile App Report PRIMARY USED APP 
 SECOND MOST USED APP 
 THIRD MOST USED APP ALL OTHER APPS MOST USERS DEVOTE ALMOST ALL OF THEIR TIME TO THREE APPS
  28. 28. 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 services. BOTS - ACTIVITY 5 mins
  29. 29. TIPS FOR CREATING BOTS Bots can streamline customer support, operations and enhance the customer experience. 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.
  30. 30. MICRO-MOMENTS
  31. 31. Dreaming “Mobile has forever changed what we expect of brands. It's fractured the consumer journey into hundreds of real-time, intent-driven micro- moments.” Exploring DoingBooking I-want-to doI-want-to buy I-want-to know I-want-to go 1 2 3 4 INTRODUCING MICRO-MOMENTS
  32. 32. 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 questions. This concept works with other advances such as Google RankBrain. These help to suggest future search results to users. Source: searchengineland.com WHY MICRO-MOMENTS?
  33. 33. Reimagine keyword research by using answerthepublic.com to formulate the what, why, when and where
  34. 34. • Mobile first: Google will prioritise responsive content • 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
  35. 35. LEGOLAND IN NYC - BUILDING AN ‘EXPERIENCE WHEEL’
  36. 36. Use keyword modifiers to help frame your micro-moments RETAIL EXAMPLE Prepositions: (Keyword) + With, Without, Versus, Near, Like and For KEYWORD MODIFIERS
  37. 37. 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. PERSONA A PERSONA B PERSONA C PERSONA D MICRO-MOMENTS - ACTIVITY 10 mins
  38. 38. 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.
  39. 39. IMMERSIVE AR/VR
  40. 40. Source: https://i.ytimg.com/vi/Yv04zg7buqE/maxresdefault.jpg GOOGLE CARDBOARD Many major tech firms are well vested in VR and AR FACEBOOK
 OCULUS RIFT SAMSUNG
 GEAR PLAYSTATION
 VR MICROSOFT
 HOLO LENS VR AND AR
  41. 41. 21 3 4 5 VIRTUAL REALITY - THE CONSUMER JOURNEY + BUY THIS AWARENESS The user receives a VR trigger to view a product. They may have to download an app RESEARCH ENGAGEMENT The user experiences a new way of exploring and shopping for products through VR CONSIDERATION The user then selects items using controls on the VR headset or device PURCHASE Once selected, the user completes checkout on the device The user connects their device to a VR headset to immerse themselves
  42. 42. Volvo Reality: XC90 VR Test Drive HOW ARE BRANDS ADOPTING VR?
  43. 43. JW Marriott Teleporters HOW ARE BRANDS ADOPTING VR?
  44. 44. Inkhunter allows you to visualise how a tattoo might look on your body. HOW ARE BRANDS ADOPTING VR?
  45. 45. HOW ARE BRANDS ADOPTING VR? Pokémon Go
  46. 46. “By 2020, AR/VR could be worth $150 billion, with AR taking the lion’s share around $120 billion and VR at $30 billion.” digi-capital.com
  47. 47. 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
  48. 48. 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 immersive experience. Marketers should remember that AR is not about creating a completely new reality. It’s about enhancing what already exists.
  49. 49. ANALYTICS
  50. 50. “It is a capital mistake to theorise before one has data.” Sherlock Holmes
  51. 51. Retrieve the data Data mining and analysis with R Visualisations with Tableau Insights 1 2 3 4 DATA ANALYSIS - EFFECTIVE MARKETERS’ JOURNEY
  52. 52. “Data is the new oil.” Michael Palmer
  53. 53. USING ‘R’ 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.
  54. 54. THE POWER OF TABLEAU
  55. 55. GOOGLE DATA STUDIO
  56. 56. By using data to analyse their pitch and player performance, Leicester City FC won the Premier League last year.
  57. 57. We created a dashboard to monitor productivity and increase the visibility of pressure points, pipeline and other data at Cyber-Duck.
  58. 58. 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
  59. 59. 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 increase motivation. 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.
  60. 60. CONCLUDING THOUGHTS
  61. 61. SUMMARY 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 channel. Together, your channels must deliver an engaging, cohesive user experience. Micro-moments and user-centred design can help unite your tactics. Set and measure your KPIs constantly. Data-driven insights can help you optimise your tactics to achieve success.
  62. 62. @CYBERDUCK_UK THANKS FOR JOINING US All images in this presentation are copyright of their respective owners

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