Más contenido relacionado La actualidad más candente (20) Similar a Digital Experiences for 2013: Trends, Predictions and Action Items (20) Más de ion interactive (20) Digital Experiences for 2013: Trends, Predictions and Action Items2. Here’s what you need to know for digital success in 2013:
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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
3. 1. Zero Moment Of Truth...
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The moment they choose to love or hate you
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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
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Action Item: Read ZMOT
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Action Item: Read Seven truths for designing great customer experiences
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Action Item: Read great user experience leads to conversions
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Your takeaway is....
....Great user experience matters.
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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:
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What Is Agile Marketing Looks Like...
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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.
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Action Item: Free guide to agile from agilemarketing.net
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Action Item: Subscribe to agilemarketingblog.com
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Action Item: Subscribe to chiefmartec.com
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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.
17. 3. Content Is King...
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still
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...but you already knew that.
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74%
of marketers say they use content
marketing for customer acquisition
71%for lead generation
Source: 2013 B2B Content Marketing Benchmarks
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To put your content to work for more leads and
customers, move from passive to active
content marketing.
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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.
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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
23. 4. Mobile, Mobile, And Mobile
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In 2013, mobile phones will overtake PCs as the
most common web access device worldwide.
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Regardless of device, an
effective experience is a must.
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Get in front of users when they are mobile.
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...should lead to a mobile
experience.
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Be ready in case the user is mobile.
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...could be clicked
by a mobile user.
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It’s more than just mobile. It’s proximity too.
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The future isn’t about mobile; it’s about mobility.
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People use their mobile devices on the
go, to research, to locate products, or
stores...
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tap into the power of mobile...
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... to be highly localized.
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Marketers aren’t meeting mobile user expectations today
38. Action item: Go mobile. Now
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A single page designed for optimal viewing
across devices.
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Action Item: Research responsive design
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Action Item: Do some limited tests on your landing
experiences to see if it raises conversions.
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Gamification....
Engaging ways to immerse/reward/encourage/
entertain your customer in your brand.
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Action Item: Get gamification-inspired
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Action Item: Don’t go gamification-crazy
48. 7. Shift Responsibility For
The Social Experience
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Lines are blurred across paid, owned and earned
media....
...Don’t assume because it’s earned that you don’t
have responsibility for it.
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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.
51. 8. Get Personal
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It’s A Highly Personal World... People Expect To Be VIPs
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Online Experiences Can, And Should Be, Personal Too
54. Action Item: Be more specific
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• 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:
55. Action Item: Read up!
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56. 9. It’s The Data, Dummy
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You have to know the data beneath the surface
58. Action Item: Check out these "big data/big testing" case studies
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59. 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
60. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
We help brands craft amazing digital
experiences that work.
Find out more:
http://www.ioninteractive.com
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Thank you!
@ioninteractive
info@ioninteractive.com