digital marketing trends (workshop)

Hello, we are

PLANNING YOUR MARKETING FOR 2017

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

Is your brand ready for the new tech of 2017?

BUT WAIT…

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

THE POWER OF STRATEGIES

A strategy is about shaping the futureMax 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.”

PUBLIC RELATIONSADVERTISING

“I understand that you’re a great lover"

BRANDING

"I’m a great lover"

MARKETING

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

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

DESIGN SYSTEMS

Co

ntro

l

Situation analysis Objectives A

ctions Tactics

Stra

tegy

SO

ST

A

CSOSTAC

Planning System

SOSTAC DESIGN SPRINTS

METHODOLOGIES

Strategy

Prototype

Design Sprint

Validate Design

USER-CENTRED DESIGN

Concepting P

roto

typi

ng &

Use

r Testin

g Discovery

Approval Stakeholder analysis

Personasegmentation

Competitoranalysis

Content strategy

Flows ofcontrol

InformationArchitecture

Art direction

Wireframing

Prototyping

Usability testing

Measure &iterate

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2

3

4

5

67

8

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User-Centred Design

StrategyPr

otot

ype

Design

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 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

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.

PREPARE FOR AI ASSISTANTS

Google Now Cortana Siri Alexa

THE MAJOR TECH FIRMS HAVE HEAVILY INVESTED IN AI SEARCH

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

• Device-based

• IFTTT

• Amazon

• Bing

• N/A

• Google

• BBC etc’

• Gobby Apps

HOW DO PERSONAL ASSISTANTS DEVELOP AI?

AI SEARCH

“HEY SIRI, CALL ME AN UBER!"

“WHO IS WINNING THE CUBS GAME?"

“WHO WON THE PREMIER LEAGUE?”

50% of all searches will be voice searches by 2020.Comscore

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.

INTRODUCING THE COMMUNICATIVE BOT

ARE BOTS ARE THE NEW APPS?

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

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

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.

MICRO-MOMENTS

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

DoingBookingI-want-to doI-want-to buy

I-want-to know I-want-to go

1 2

3 4

INTRODUCING MICRO-MOMENTS

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?

Reimagine keyword research by using answerthepublic.com to formulate

the what, why, when and where

• 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

LEGOLAND IN NYC - BUILDING AN ‘EXPERIENCE WHEEL’

Use keyword modifiers to help frame your micro-moments

RETAIL EXAMPLE

Prepositions: (Keyword) + With, Without, Versus, Near, Like and For

KEYWORD MODIFIERS

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

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.

IMMERSIVE AR/VR

Source: https://i.ytimg.com/vi/Yv04zg7buqE/maxresdefault.jpg

GOOGLE CARDBOARD

Many major tech firms are well vested in VR and AR

FACEBOOKOCULUS RIFT

SAMSUNGGEAR

PLAYSTATIONVR

MICROSOFTHOLO LENS

VR AND AR

21 3 4 5

VIRTUAL REALITY - THE CONSUMER JOURNEY

+

BUY THIS

AWARENESSThe user receives a VR trigger to view a product. They may

have to download an app

RESEARCH ENGAGEMENTThe user experiences a new way of

exploring and shopping for products through VR

CONSIDERATIONThe user then selects items

using controls on the VR headset or device

PURCHASEOnce selected, the user completes checkout on

the device

The user connects their device to a VR headset to

immerse themselves

Volvo Reality: XC90 VR Test Drive

HOW ARE BRANDS ADOPTING VR?

JW Marriott Teleporters

HOW ARE BRANDS ADOPTING VR?

Inkhunter allows you to visualise how a tattoo might look on your body.

HOW ARE BRANDS ADOPTING VR?

HOW ARE BRANDS ADOPTING VR?

Pokémon Go

“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

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 immersive experience.

Marketers should remember that AR is not about creating a completely new reality. It’s about enhancing what already exists.

ANALYTICS

“It is a capital mistake to theorise before one has data.”Sherlock Holmes

Retrieve the data

Data mining and analysis with R

Visualisations with Tableau

Insights

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DATA ANALYSIS - EFFECTIVE MARKETERS’ JOURNEY

“Data is the new oil.”Michael Palmer

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.

THE POWER OF TABLEAU

GOOGLE DATA STUDIO

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 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.

CONCLUDING THOUGHTS

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.

@CYBERDUCK_UK

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