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BUILDING A DIGITAL MARKETING
COLLECTIVE
WE ARE IN THIS TOGETHER

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STANDARD QUESTIONS
The top 5 digital marketing questions:
• Who owns digital marketing for our site?
• What does it take to succeed in digital marketing?
• What are the big, transformative steps that need to be taken?
• When can I expect to see value from my digital marketing spend?
• What new technology do we need?
Sound familiar?
BUILDING A DIGITAL COLLECTIVE

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ABOUT
Todd Schwarz
• SVP with Acquity Group / Managing Director with Accenture Interactive
• 16+ years of experience

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ACQUITY GROUP
HOW WE MAKE TOMORROW
CUSTOMER
ACQUISITION CONTENT &
COMMERCE
OMNI-CHANNEL
BRAND
ENGAGEMENT
DIGITAL
TRANSFORMATION

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BUILDING A DIGITAL COLLECTIVE
STARTING THE DIGITAL MARKETING DAY
It begins like any other:

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BUILDING A DIGITAL COLLECTIVE
LET’S START SMALL
One cup. Maybe two.

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BUILDING A DIGITAL COLLECTIVE
OR LET’S PLAN FOR MORE
More than one person = You need a pot of coffee (or a couple pots).

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BUILDING A DIGITAL COLLECTIVE
NOT BIG LEAPS
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You wouldn’t make all the coffee for the month on one day…

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You make coffee every day and everyone helps keep the coffee flowing!
BUILDING A DIGITAL COLLECTIVE
DAILY STEPS
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Like making coffee, you wouldn’t spend only one day a month on all your digital
marketing needs
It’s a daily process
But who’s supposed to take care of it?
BUILDING A DIGITAL COLLECTIVE
ROLES & RESPONSIBILITIES

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You could have an every day Chief Coffee Officer…
BUILDING A DIGITAL COLLECTIVE
ROLES & RESPONSIBILITIES

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But if your CCO is out of the office…
BUILDING A DIGITAL COLLECTIVE
ROLES & RESPONSIBILITIES

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Not to fear. Making coffee can be the
responsibility of everyone!
BUILDING A DIGITAL COLLECTIVE
ROLES & RESPONSIBILITIES

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BUILDING A DIGITAL COLLECTIVE
THE NEED TO CHANGE
Just like everyone needs to support making coffee in the morning, everyone needs
to be part of Digital Marketing.
Yet, too often, digital marketing is thought of as the responsibility of an individual
person or a single department.

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BUILDING A DIGITAL COLLECTIVE
THE NEED TO CHANGE
Just like everyone needs to support making coffee in the morning, everyone needs
to be part of Digital Marketing.
Yet, too often, digital marketing is thought of as the responsibility of an individual
person or a single department.
Digital Marketing is forcing us to rethink
about how we organize our business and
how we organize our teams.
It is increasingly becoming the responsibility
of everyone who works on the digital
channel.

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OUR COLLECTIVE CHALLENGE

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BUILDING A DIGITAL COLLECTIVE
DATA IS ENDLESS
Digital
Data
is
Endless…
and
Growing..
Adver5sing
&
Acquisi5on
Interest
Intent
Retain
Discovery
Conversion
“How do I
organize and
manage my
digital data?”
“How do I find
actionable insights out
of mountains of
data?”
“How do I optimize
across the customer
journey and target?”

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BUILDING A DIGITAL COLLECTIVE
WHERE DO YOU START
Behavioral
“What I’ve done”
Environment
“Where I am now”
Social
“What I like”
Demographic
“Who I am”
Acquisition
“What I’m looking for”
TOO MUCH DATA: TOO MANY TOOLS: NOT ENOUGH INSIGHTS:
?

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BUILDING A DIGITAL COLLECTIVE
WHERE DO YOU START
Behavioral
“What I’ve done”
Environment
“Where I am now”
Social
“What I like”
Demographic
“Who I am”
Acquisition
“What I’m looking for”
TOO MUCH DATA: TOO MANY TOOLS: NOT ENOUGH INSIGHTS:
?
ORGANIZE DATA MAXIMIZE TOOLS INCREASE INSIGHTS
Manage Silo + Multi-Channel Data Increase Value of Solutions Answer Questions/
Provide Value

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BUILDING A DIGITAL COLLECTIVE
ENTER MARKETING CLOUD
=
HAPPY
CUSTOMERS

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BUILDING A DIGITAL COLLECTIVE
SOME DIGITAL MARKETING CONCEPTS
Digital Marketing concepts that you should be thinking about and hopefully acting
on within your own digital experiences:
• Anonymous Users
• Ask for Information
• Next Generation Design Paradigms
• Context is Everything

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THE ANONYMOUS USER

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Why is it so hard to find good examples of targeting the
anonymous user?
• Do we have the tools?
• Do we know what questions to ask?
• Do we know how to create landing pages and
modular content?
BUILDING A DIGITAL COLLECTIVE
ANONYMOUS USER
?Yes, there are some limitations:
• Privacy restrictions of identifiable information
• Some devices/browsers encrypt information
• 36% of all keywords typically report as “unspecified”
But still, why are so few sites or businesses doing it?

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Any site with a login has an advantage…
BUILDING A DIGITAL COLLECTIVE
ANONYMOUS USER
But not all sites have a good reason to login at first…
Visiting a site for the first time can be like a first date!

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BUILDING A DIGITAL COLLECTIVE
ANONYMOUS USER

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BUILDING A DIGITAL COLLECTIVE
ANONYMOUS USER

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BUILDING A DIGITAL COLLECTIVE
WE HAVE THE TOOLS?
Highly Predictive
Anonymous
Profile

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BUILDING A DIGITAL COLLECTIVE
EXAMPLE VARIABLES
Referring
domain
Campaign
ID
Affiliate
Pay
Per
Click
Natural
search
Direct/bookmark
Referrer Variables
Customer/prospect
New/return
visitor
Previous
visit
paHerns
Previous
Product
interests
Searches
Previous
online
purchases
Previous
Campaign
exposure
Previous
Campaign
responses
Site Behavioural Variables
IP
address
Country
of
origin
Time
zone
Opera5ng
system
Browser
type
Screen
resolu5on
Environment Variables
Temporal Variables
Time
of
day
Day
of
week
Frequency

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BUILDING A DIGITAL COLLECTIVE
ANONYMOUS USER TARGETTING
Increased monthly SEM revenue by 700%
Targeted Landing Pages with targeted content

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BUILDING A DIGITAL COLLECTIVE
RETARGETTING, WE KNOW MORE
OR
Retargeting is made easier with AEM

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BUILDING A DIGITAL COLLECTIVE
RETARGETTING
OR

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BUILDING A DIGITAL COLLECTIVE
ANONYMOUS USER TESTING
15.2% conversion 20.9% conversion

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Version B = Higher Conversion Rate
Changed the following:
1. Replaced “Buy” with “View SMS Prices”.
2. Small "Money Back Guarantee" icon.
3. Added "SMS Solutions Since 2011" text.
4. Added site stats: "messages sent", "active
customers".
5. Rotating customer testimonial box.
BUILDING A DIGITAL COLLECTIVE
ANONYMOUS USER TESTING
Overall conversion rate
improvement was 37.6%.
Source: ABTEST

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• Want to buy a service or product
• Want to find the nearest location
• Want to contact someone for help
• Want to invest
• Looking for a job
BUILDING A DIGITAL COLLECTIVE
ANONYMOUS USER

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ASK FOR INFORMATION

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It starts with collecting data. If you have no data, you’re managing your site blindly,
which means you are going to be left behind.
BUILDING A DIGITAL COLLECTIVE
ASK FOR INFORMATION
Customers have tons of information to give you. You just have to “ask” them for it.
There are many ways to collect meaningful information: content selections,
surveys, ratings & reviews, forms, etc.
But data alone isn’t good enough, you need information, in fact, I would argue
you need consumer-provided information.
Customers now have a voice, traditional marketing techniques of talking to
customers are over, at least digitally.

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BUILDING A DIGITAL COLLECTIVE
ASK FOR INFORMATION
Did you know that negative affirmation actually provides credibility?
1 review can be more powerful than 100 reviews!
Organizations must be willing to change to adopt this new era of asking for
information.
How many of you when looking at a product on Amazon (or equivalent) look at
the negative reviews first? Does that always stop you from buying?
Often negative reviews give the answers on how to improve your product or
service.

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BUILDING A DIGITAL COLLECTIVE
ASK FOR INFORMATION

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What kind of information or product are you looking?
Which one of these do you like better?
Which is more relevant?
BUILDING A DIGITAL COLLECTIVE
HAVE THE CUSTOMER TELL YOU

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NEXT GENERATION DESIGN PARADIGMS

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Old ways:
• Limit template count
• Limit scrolling
• Limit Page size
• Fixed navigation options
• Require Pagination
BUILDING A DIGITAL COLLECTIVE
DESIGN PARADIGMS HAVE CHANGED
Nobody scrolls! Put boring stuff here.
Nobody reads! Only give them 5 options.

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BUILDING A DIGITAL COLLECTIVE
NEXT GENERATION DESIGN PARADIGMS
New ways:
• Responsive design
• Dynamic filtered navigation
• Parallax scrolling
• Swipe is the new click
• Bandwidth is bigger
• Rich meta data tagging
• Integrated content & commerce
www.no-limits-design.com

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Don't confuse responsive design with shrinking
or eliminating content.
BUILDING A DIGITAL COLLECTIVE
RESPONSIVE DESIGN
You just destroyed any context you had and if
you believe Content is King, eliminating part of
it isn’t helping.
Web content should be no different than
newspapers or traditional journalism, where
content has an opening, conflict or purpose
and a closing.

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BUILDING A DIGITAL COLLECTIVE
SCROLLING IS GOOD
Scroll
away!
Conventional
navigation is still
there, but new
design conventions
are being used to
market by interest!

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BUILDING A DIGITAL COLLECTIVE
SCROLLING IS GOOD

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BUILDING A DIGITAL COLLECTIVE
NEXT GEN

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BUILDING A DIGITAL COLLECTIVE
LEARNING ABOUT YOU
If you land on
a home page
today....

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BUILDING A DIGITAL COLLECTIVE
ENGAGEMENT
It’s about engagement,
simplicity, and the
experience; not only selling.

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BUILDING A DIGITAL COLLECTIVE
META DATA
A very different example, but equally as powerful

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CONTEXT IS EVERYTHING

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BUILDING A DIGITAL COLLECTIVE
CONTEXT WE KNOW
Succeeding at context is what drives a new type
of conversation with your customers!
• User demographics
• User location
• User preferences
• Order history
• Search keyword
• Campaign ID
Context = Triple Shot of Espresso

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BUILDING A DIGITAL COLLECTIVE
CONTEXT BY GEOGRAPHY
Location aware, in-market services and targeted content

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BUILDING A DIGITAL COLLECTIVE
IN CULTURE CONTEXT
Source: Acclaro
Indonesia’s launch of 7-Eleven

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BUILDING A DIGITAL COLLECTIVE
OMNI-CHANNEL CONTEXT

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Social has changed context to be even more relevant.
BUILDING A DIGITAL COLLECTIVE
SOCIAL CONTEXT
Likes Justin Bieber Likes Justin Bieber
47 years old
Lives in Portland
Browses on mobile, buys on desktop
“Likes” 5 hair gel companies on social media
Ships most of his hair gels to work
Then: Now:

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If I gave you access to my social network, you would know:
BUILDING A DIGITAL COLLECTIVE
SOCIAL IS EVERYWHERE
Has a daughter
Lives in Southern California
Very active in Crossfit
Takes a ski vacation every February
Competes in Trail Running races
Follows digital media companies
Likes all sorts of music
Follows various sports personalities

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BUILDING A DIGITAL COLLECTIVE
SOCIAL UNIVERSE

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BUILDING A DIGITAL COLLECTIVE
HELPING IS THE NEW SELLING
5
8
REI is keeping you connected, even though they want you
disconnected

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Starbucks and Square.
BUILDING A DIGITAL COLLECTIVE
TRENDS
+
• Linked directly to debit or
credit cards
• No Starbucks card reloads
• Digital receipts
• Payment is as easy as
opening Wallet App and
scanning the QR code

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Birthdays
In Store Gift Ideas
BUILDING A DIGITAL COLLECTIVE
POSSIBLE
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1
Audio
Next Stop Notifications
Products
Total amount owned

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What if I could tell you…
What you would like on my site before you even shop there
What your spending patterns are during the year
Who your relationships are and the profiles of friends you associate with
When you go on vacation
What you do for exercise
SOUND CRAZY?
BUILDING A DIGITAL COLLECTIVE
WHAT IF?

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Even if I could only target a small slice of everything there is to know about
someone think about how much more powerful that could be.
Think about the intrinsic value you just created for that user and your site.
BUILDING A DIGITAL COLLECTIVE
SHOW CONNECTION

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Digital Marketing can’t be done alone…
BUILDING A DIGITAL COLLECTIVE
IN CLOSING
Developer
Creative Designer
Corporate Sales
Analytics Specialist
Product Manager
Welcome
to the
Collective
• Target the
Anonymous User
• Ask for Information
and start to segment
• Use Next Generation
Design Paradigms
• Build with Context in
mind

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Digital Marketing can’t be done alone…
BUILDING A DIGITAL COLLECTIVE
IN CLOSING
Plan for Tomorrow, Think Big, but Start Now. Don’t be blind and left behind.

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BUILDING A DIGITAL COLLECTIVE
THANK YOU
THANK YOU!
Todd Schwarz
SVP, Acquity Group
Managing Director, Accenture Interactive
todd.schwarz@acquitygroup.com