© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

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Presentation transcript:

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable ROI and User Relevancy Marko Z Muellner | Director of Marketing Programs

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF please #webtrends #eMSF

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF a bit ABOUT ME

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF a bit ABOUT YOU

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF The traditional marketing approach DOESN’T WORK for digital marketers

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF TRADITIONAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Traditional marketing is a METHODOLOGY based on AVAILABLE TECHNOLOGY TRADITIONAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF The technology is BROADCAST therefore the methodology is about the MESSAGE TRADITIONAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF The medium is STATIC TRADITIONAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF With the right PLACEMENT you can reach the right AUDIENCE TRADITIONAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Access to the medium is typically EXPENSIVE, COMPLEX and CONTROLLED TRADITIONAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Creating the message is typically EXPENSIVE TRADITIONAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Getting feedback is CUMBERSOME TRADITIONAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Making CHANGES post launch is EXPENSIVE and TIME CONSUMING TRADITIONAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Competition is between BRANDS and other AGENCIES TRADITIONAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF This forces us into BIG IDEA MARKETING and the standardized CAMPAIGN approach TRADITIONAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF briefconceptproduction + flightingeval campaign TRADITIONAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF summerNFL launch TRADITIONAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF DIGITAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Digital marketing is a TECHNOLOGY and the CULTURE it created DIGITAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF The medium is EXPERIENCE focused DIGITAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF VALUE is the critical factor DIGITAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Access is EASY and LOW COST DIGITAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Competition is EVERYWHERE and is NOT LIMITED to brands DIGITAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF In CONSTANT FLUX, technologically and culturally DIGITAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF FEEDBACK is readily available but uncovering ACTIONABLE INSIGHT can be hard DIGITAL MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF MESSAGE v. EXPERIENCE EXPENSIVE v. CHEAP CONTROLLED v. ACCESSIBLE CHANNEL v. SPLINTERNET STATIC v. INTERACTIVE HARD TO GET DATA v. FLOOD OF DATA THE CHALLENGE ecosystem

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF CAMPAIGNS v. EVERGREEN MESSAGES v. EXPERIENCES + VALUE SAYING v. BEING CHANNEL FOCUS v. CROSS-CHANNEL THE CHALLENGE approach

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF THE CHALLENGE

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF THE CHALLENGE

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF THE CHALLENGE

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF THE CHALLENGE

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF THE CHALLENGE

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF To be SUCCESSFUL we need a NEW MANTRA

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE MARKETING Succeed Faster

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE MARKETING BIG IDEA

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE MARKETING RIGHT IDEA

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE MARKETING Brandon Schauer adaptivepath.com

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE MARKETING THE BRIEF GOAL: The best wedding cake. Ever. We’re having a wedding People love cake We want to impress our guests

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE MARKETING We concept the BIG IDEA

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE MARKETING THE PITCH The Best Wedding Cake Ever. People love yellow cake with white frosting Many tiers are impressive Needs to be fancy

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE MARKETING TRADITIONALLY we OPTIMIZE the middle

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE MARKETING SUCCESS EFFORT TIME

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE MARKETING

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE MARKETING SUCCESS EFFORT TIME

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE MARKETING launching analyzing + adjusting

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF briefconceptproduction + flightingeval ITERATIVE PROCESS

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF roadmap analysis adjustment problem definition production { { ITERATIVE PROCESS discovery strategy

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF What are your overall BUSINESS GOALS? ITERATIVE PROCESS

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF What is your program trying to ACHIEVE? ITERATIVE PROCESS

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF What is your definition of SUCCESS? ITERATIVE PROCESS

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF There will probably be many steps between PROJECT GOALS and BUSINESS GOALS. ITERATIVE PROCESS

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE PROCESS

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF roadmap analysis adjustment problem definition production { { ITERATIVE PROCESS discovery strategy

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF CUSTOMER INSIGHTS COMPETITIVE LANDSCAPE PAST LEARNING BEST PRACTICES EXPERT GUIDANCE ITERATIVE PROCESS

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF roadmap analysis adjustment problem definition production { { ITERATIVE PROCESS discovery strategy

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF STRATEGY = TACTICS ITERATIVE PROCESS

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF TACTICS = things you do ITERATIVE PROCESS

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF STRATEGY = approaches you implement ITERATIVE PROCESS

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF EXAMPLE GOAL: “Build the opportunity pipeline” STRATEGY “Become a trusted advisor” TACTIC “Plan a webinar” ITERATIVE PROCESS

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF roadmap analysis adjustment problem definition production { { ITERATIVE PROCESS discovery strategy

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ROADMAP = tactics ITERATIVE PROCESS

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE PROCESS now big idea

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERITIVE MARKETING THE BRIEF GOAL: The best wedding cake. Ever. We’re having a wedding People love cake We want to impress our guests

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERITIVE MARKETING ITERATION 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.

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERITIVE MARKETING ITERATION Tiers? Lots of cupcakes?

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERITIVE MARKETING ITERATION The Best Wedding Cake Ever

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE PROCESS now big idea

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE PROCESS now big idea

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF roadmap analysis adjustment problem definition production { { ITERATIVE PROCESS discovery strategy

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Make the thing ITERATIVE PROCESS

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF roadmap analysis problem definition production { { ITERATIVE PROCESS discovery strategy adjustment

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Progress towards GOALS Validation of HYPOTHESES ITERATIVE PROCESS

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE PROCESS love? van choc satin choc pie

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF roadmap analysis problem definition production { { ITERATIVE PROCESS discovery strategy adjustment

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF ITERATIVE PROCESS

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Develop the right INFRASTRUCTURE CONSUMER INSIGHT DRIVEN ITERATIVE MARKETING PRACTICE CULTURE OF MEASUREMENT GETTING STARTED “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

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Gather the RIGHT TEAM STRATEGISTS DESIGNERS DEVELOPERS ANALYSTS CLIENT BUSINESS GETTING STARTED

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF It’s a choice you need to make EARLY GETTING STARTED

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF You CAN do this GETTING STARTED

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF You SHOULD do this GETTING STARTED

© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF COLLABORATION Marko Z Muellner Director of Marketing Programs blogs.webtrends.com Justin Spohn Co-Founder THANKS!