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

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Presentation on theme: "© 2010 WEBTRENDS INC. ALL RIGHTS | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable."— Presentation transcript:

1 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable ROI and User Relevancy Marko Z Muellner | Director of Marketing Programs

2 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF please TWEET @markozmuellner #webtrends #eMSF

3 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF a bit ABOUT ME

4 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF a bit ABOUT YOU

5 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF The traditional marketing approach DOESN’T WORK for digital marketers

6 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF TRADITIONAL MARKETING

7 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Traditional marketing is a METHODOLOGY based on AVAILABLE TECHNOLOGY TRADITIONAL MARKETING

8 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF The technology is BROADCAST therefore the methodology is about the MESSAGE TRADITIONAL MARKETING

9 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF The medium is STATIC TRADITIONAL MARKETING

10 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF With the right PLACEMENT you can reach the right AUDIENCE TRADITIONAL MARKETING

11 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Access to the medium is typically EXPENSIVE, COMPLEX and CONTROLLED TRADITIONAL MARKETING

12 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Creating the message is typically EXPENSIVE TRADITIONAL MARKETING

13 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Getting feedback is CUMBERSOME TRADITIONAL MARKETING

14 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Making CHANGES post launch is EXPENSIVE and TIME CONSUMING TRADITIONAL MARKETING

15 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Competition is between BRANDS and other AGENCIES TRADITIONAL MARKETING

16 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF This forces us into BIG IDEA MARKETING and the standardized CAMPAIGN approach TRADITIONAL MARKETING

17 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF briefconceptproduction + flightingeval campaign TRADITIONAL MARKETING

18 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF summerNFL launch TRADITIONAL MARKETING

19 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF DIGITAL MARKETING

20 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Digital marketing is a TECHNOLOGY and the CULTURE it created DIGITAL MARKETING

21 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF The medium is EXPERIENCE focused DIGITAL MARKETING

22 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF VALUE is the critical factor DIGITAL MARKETING

23 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Access is EASY and LOW COST DIGITAL MARKETING

24 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Competition is EVERYWHERE and is NOT LIMITED to brands DIGITAL MARKETING

25 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF In CONSTANT FLUX, technologically and culturally DIGITAL MARKETING

26 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF FEEDBACK is readily available but uncovering ACTIONABLE INSIGHT can be hard DIGITAL MARKETING

27 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #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

28 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF CAMPAIGNS v. EVERGREEN MESSAGES v. EXPERIENCES + VALUE SAYING v. BEING CHANNEL FOCUS v. CROSS-CHANNEL THE CHALLENGE approach

29 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF THE CHALLENGE

30 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF THE CHALLENGE

31 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF THE CHALLENGE

32 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF THE CHALLENGE

33 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF THE CHALLENGE

34 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF To be SUCCESSFUL we need a NEW MANTRA

35 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE MARKETING Succeed Faster

36 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE MARKETING BIG IDEA

37 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE MARKETING RIGHT IDEA

38 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE MARKETING Brandon Schauer adaptivepath.com

39 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #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

40 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE MARKETING We concept the BIG IDEA

41 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #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

42 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE MARKETING

43 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE MARKETING

44 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE MARKETING

45 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE MARKETING TRADITIONALLY we OPTIMIZE the middle

46 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE MARKETING SUCCESS EFFORT TIME

47 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE MARKETING

48 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE MARKETING SUCCESS EFFORT TIME

49 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE MARKETING launching analyzing + adjusting

50 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF briefconceptproduction + flightingeval ITERATIVE PROCESS

51 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF roadmap analysis adjustment problem definition production { { ITERATIVE PROCESS discovery strategy

52 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF What are your overall BUSINESS GOALS? ITERATIVE PROCESS

53 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF What is your program trying to ACHIEVE? ITERATIVE PROCESS

54 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF What is your definition of SUCCESS? ITERATIVE PROCESS

55 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF There will probably be many steps between PROJECT GOALS and BUSINESS GOALS. ITERATIVE PROCESS

56 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE PROCESS

57 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF roadmap analysis adjustment problem definition production { { ITERATIVE PROCESS discovery strategy

58 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF CUSTOMER INSIGHTS COMPETITIVE LANDSCAPE PAST LEARNING BEST PRACTICES EXPERT GUIDANCE ITERATIVE PROCESS

59 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF roadmap analysis adjustment problem definition production { { ITERATIVE PROCESS discovery strategy

60 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF STRATEGY = TACTICS ITERATIVE PROCESS

61 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF TACTICS = things you do ITERATIVE PROCESS

62 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF STRATEGY = approaches you implement ITERATIVE PROCESS

63 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF EXAMPLE GOAL: “Build the opportunity pipeline” STRATEGY “Become a trusted advisor” TACTIC “Plan a webinar” ITERATIVE PROCESS

64 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF roadmap analysis adjustment problem definition production { { ITERATIVE PROCESS discovery strategy

65 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ROADMAP = tactics ITERATIVE PROCESS

66 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE PROCESS now big idea

67 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #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

68 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF 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.

69 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERITIVE MARKETING ITERATION 2 ----------------------------------------- Tiers? Lots of cupcakes?

70 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERITIVE MARKETING ITERATION 3 ----------------------------------------- The Best Wedding Cake Ever

71 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE PROCESS now big idea

72 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE PROCESS now big idea

73 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF roadmap analysis adjustment problem definition production { { ITERATIVE PROCESS discovery strategy

74 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Make the thing ITERATIVE PROCESS

75 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF roadmap analysis problem definition production { { ITERATIVE PROCESS discovery strategy adjustment

76 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Progress towards GOALS Validation of HYPOTHESES ITERATIVE PROCESS

77 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE PROCESS love? van choc satin choc pie

78 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF roadmap analysis problem definition production { { ITERATIVE PROCESS discovery strategy adjustment

79 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF ITERATIVE PROCESS

80 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #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

81 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Gather the RIGHT TEAM STRATEGISTS DESIGNERS DEVELOPERS ANALYSTS CLIENT BUSINESS GETTING STARTED

82 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF It’s a choice you need to make EARLY GETTING STARTED

83 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF You CAN do this GETTING STARTED

84 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF You SHOULD do this GETTING STARTED

85 © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF COLLABORATION Marko Z Muellner Director of Marketing Programs Webtrends @markozmuellner marko.muellner@webtrends.com blogs.webtrends.com Justin Spohn Co-Founder FIGHT @adognamedpants www.madebyfight.com THANKS!

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