Transcript Iterative Marketing Innovative and Effective Approaches to Drive Measurable ROI and User Relevancy Marko Z Muellner | Director of Marketing Programs @markozmuellner | #webtrends.

Iterative Marketing
Innovative and Effective Approaches to
Drive Measurable ROI and User Relevancy
Marko Z Muellner | Director of Marketing Programs
@markozmuellner | #webtrends #eMSF
© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.
please TWEET
@markozmuellner
#webtrends
#eMSF
@markozmuellner | #webtrends #eMSF
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a bit ABOUT ME
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a bit ABOUT YOU
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The traditional marketing approach
DOESN’T WORK for digital marketers
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TRADITIONAL MARKETING
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TRADITIONAL MARKETING
Traditional marketing is a METHODOLOGY
based on AVAILABLE TECHNOLOGY
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TRADITIONAL MARKETING
The technology is BROADCAST therefore
the methodology is about the MESSAGE
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TRADITIONAL MARKETING
The medium is STATIC
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TRADITIONAL MARKETING
With the right PLACEMENT
you can reach the right AUDIENCE
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TRADITIONAL MARKETING
Access to the medium is typically
EXPENSIVE, COMPLEX and CONTROLLED
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TRADITIONAL MARKETING
Creating the message is typically EXPENSIVE
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TRADITIONAL MARKETING
Getting feedback is CUMBERSOME
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TRADITIONAL MARKETING
Making CHANGES post launch is
EXPENSIVE and TIME CONSUMING
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TRADITIONAL MARKETING
Competition is between
BRANDS and other AGENCIES
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TRADITIONAL MARKETING
This forces us into BIG IDEA MARKETING and the
standardized CAMPAIGN approach
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TRADITIONAL MARKETING
brief
concept
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production + flighting
campaign
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eval
TRADITIONAL MARKETING
summer
launch
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NFL
launch
launch
launch
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DIGITAL MARKETING
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DIGITAL MARKETING
Digital marketing is a TECHNOLOGY
and the CULTURE it created
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DIGITAL MARKETING
The medium is EXPERIENCE focused
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DIGITAL MARKETING
VALUE is the critical factor
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DIGITAL MARKETING
Access is EASY and LOW COST
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DIGITAL MARKETING
Competition is EVERYWHERE and is
NOT LIMITED to brands
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DIGITAL MARKETING
In CONSTANT FLUX , technologically and culturally
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DIGITAL MARKETING
FEEDBACK is readily available but uncovering
ACTIONABLE INSIGHT can be hard
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THE CHALLENGE
ecosystem
MESSAGE v. EXPERIENCE
EXPENSIVE v. CHEAP
CONTROLLED v. ACCESSIBLE
CHANNEL v. SPLINTERNET
STATIC v. INTERACTIVE
HARD TO GET DATA v. FLOOD OF DATA
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THE CHALLENGE
approach
CAMPAIGNS v. EVERGREEN
MESSAGES v. EXPERIENCES + VALUE
SAYING v. BEING
CHANNEL FOCUS v. CROSS-CHANNEL
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THE CHALLENGE
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THE CHALLENGE
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THE CHALLENGE
@markozmuellner | #webtrends #eMSF
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THE CHALLENGE
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THE CHALLENGE
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To be SUCCESSFUL we need a NEW MANTRA
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ITERATIVE MARKETING
Succeed Faster
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ITERATIVE MARKETING
BIG IDEA
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ITERATIVE MARKETING
RIGHT IDEA
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ITERATIVE MARKETING
Brandon Schauer
adaptivepath.com
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ITERATIVE MARKETING
THE BRIEF
-----------------------------------------
GOAL: The best wedding cake. Ever.
We’re having a wedding
People love cake
We want to impress our guests
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ITERATIVE MARKETING
We concept the BIG IDEA
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ITERATIVE MARKETING
THE PITCH
-----------------------------------------
The Best Wedding Cake Ever.
People love yellow cake with white frosting
Many tiers are impressive
Needs to be fancy
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ITERATIVE MARKETING
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ITERATIVE MARKETING
@markozmuellner | #webtrends #eMSF
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ITERATIVE MARKETING
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ITERATIVE MARKETING
TRADITIONALLY we OPTIMIZE the middle
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ITERATIVE MARKETING
SUCCESS
TIME
EFFORT
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ITERATIVE MARKETING
@markozmuellner | #webtrends #eMSF
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ITERATIVE MARKETING
SUCCESS
TIME
EFFORT
@markozmuellner | #webtrends #eMSF
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ITERATIVE MARKETING
launching
analyzing + adjusting
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ITERATIVE PROCESS
brief
concept
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production + flighting
© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.
eval
ITERATIVE PROCESS
problem definition
discovery
strategy
production
{
{
roadmap
analysis
adjustment
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ITERATIVE PROCESS
What are your overall BUSINESS GOALS?
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ITERATIVE PROCESS
What is your program trying to ACHIEVE?
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ITERATIVE PROCESS
What is your definition of SUCCESS?
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ITERATIVE PROCESS
There will probably be many steps between
PROJECT GOALS and BUSINESS GOALS.
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ITERATIVE PROCESS
@markozmuellner | #webtrends #eMSF
© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.
ITERATIVE PROCESS
problem definition
discovery
strategy
production
{
{
roadmap
analysis
adjustment
@markozmuellner | #webtrends #eMSF
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ITERATIVE PROCESS
CUSTOMER INSIGHTS
COMPETITIVE LANDSCAPE
PAST LEARNING
BEST PRACTICES
EXPERT GUIDANCE
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ITERATIVE PROCESS
problem definition
discovery
strategy
production
{
{
roadmap
analysis
adjustment
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ITERATIVE PROCESS
STRATEGY = TACTICS
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ITERATIVE PROCESS
TACTICS = things you do
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ITERATIVE PROCESS
STRATEGY = approaches you implement
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ITERATIVE PROCESS
EXAMPLE
GOAL: “Build the opportunity pipeline”
STRATEGY “Become a trusted advisor”
TACTIC “Plan a webinar”
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ITERATIVE PROCESS
problem definition
discovery
strategy
production
{
{
roadmap
analysis
adjustment
@markozmuellner | #webtrends #eMSF
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ITERATIVE PROCESS
ROADMAP = tactics
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ITERATIVE PROCESS
big idea
now
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ITERITIVE MARKETING
THE BRIEF
-----------------------------------------
GOAL: The best wedding cake. Ever.
We’re having a wedding
People love cake
We want to impress our guests
@markozmuellner | #webtrends #eMSF
© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.
ITERITIVE MARKETING
ITERATION 1
-----------------------------------------
Cake? Frosting?
HYPOTHESES
People love yellow cake
People love white frosting
Sprinkles are fancy
GOAL
Determine which combination is most
appealing to the most consumers
TACTIC
Present cupcake options to 20 target consumers.
Complete questionnaires.
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ITERITIVE MARKETING
ITERATION 2
-----------------------------------------
Tiers? Lots of cupcakes?
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ITERITIVE MARKETING
ITERATION 3
-----------------------------------------
The Best Wedding Cake Ever
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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.
ITERATIVE PROCESS
big idea
now
@markozmuellner | #webtrends #eMSF
© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.
ITERATIVE PROCESS
big idea
now
@markozmuellner | #webtrends #eMSF
© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.
ITERATIVE PROCESS
problem definition
discovery
strategy
production
{
{
roadmap
analysis
adjustment
@markozmuellner | #webtrends #eMSF
© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.
ITERATIVE PROCESS
Make the thing
@markozmuellner | #webtrends #eMSF
© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.
ITERATIVE PROCESS
problem definition
discovery
strategy
production
{
{
roadmap
analysis
adjustment
@markozmuellner | #webtrends #eMSF
© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.
ITERATIVE PROCESS
Progress towards GOALS
Validation of HYPOTHESES
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ITERATIVE PROCESS
love?
van
van
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choc
choc
satin
choc
pie
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ITERATIVE PROCESS
problem definition
discovery
strategy
production
{
{
roadmap
analysis
adjustment
@markozmuellner | #webtrends #eMSF
© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.
ITERATIVE PROCESS
@markozmuellner | #webtrends #eMSF
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GETTING STARTED
Develop the right INFRASTRUCTURE
CONSUMER INSIGHT DRIVEN
ITERATIVE MARKETING PRACTICE
CULTURE OF MEASUREMENT
“If you want a great idea
you have to start with a
fundamentally great
insight that competitors
don’t have”
“Everybody has 80% of
the consumer insights, so
it’s that other 20% that
creates that competitive
advantage”
Pat Edson
VP Marketing Innovation
MillerCoors
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GETTING STARTED
Gather the RIGHT TEAM
STRATEGISTS
DESIGNERS
DEVELOPERS
ANALYSTS
CLIENT
BUSINESS
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GETTING STARTED
It’s a choice you need to make EARLY
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GETTING STARTED
You CAN do this
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GETTING STARTED
You SHOULD do this
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THANKS!
COLLABORATION
Marko Z Muellner
Director of Marketing Programs Webtrends
@markozmuellner
[email protected]
blogs.webtrends.com
Justin Spohn
Co-Founder FIGHT
@adognamedpants
www.madebyfight.com
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