Make digital marketing work: Keynote at Adtech Asean Singapore July 2014
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@michaelleander The Death of Diddly Squat Inspira6on: Make digital work ! Michael Leander > www.michaelleander.me > @michaelleander > #adtechasean > @adtechasean
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Here is my opening keynote from Adtech Asean in Singapore, July 2014. The conference theme was making digital work. This presentation talks about various aspects of digital marketing including some basic concepts that most marketers still don't get. The key message is to fix the foundation first.
Transcript of Make digital marketing work: Keynote at Adtech Asean Singapore July 2014
@michaelleander
The Death of Diddly Squat Inspira6on: Make digital work !
Michael Leander > www.michaelleander.me > @michaelleander > #adtechasean > @adtechasean
@michaelleander
80% of digital marke6ng ac6vi6es do not deliver ROMI (Return on
Marke-ng Investment)
90% of social media marke6ng ac6vi6es have nega6ve ROMI
@michaelleander
Why are we so busy reinven6ng the wheel, when we haven’t fixed the basics yet?
@michaelleander
Can the future help you make digital work now?
@michaelleander
Are you in control of this new gigantic challenge ?
Touch
@michaelleander
TTT Things Take Time
o#en 3-‐5 )mes longer than expected
@michaelleander
Impressive crea5ve #fail
@michaelleander
What really decides consumers to buy or not to buy is the content of your adver-sing, not its form. David Ogilvy
@michaelleander
Using humor is fine, but make sure you connect to your core value proposi-on
@michaelleander
Time to take a step back if
you want digital to work
@michaelleander
Your audience is exposed to
6000 adver-sing messages every
single day
@michaelleander The abundance of choices and channels makes your job
much harder
Earning trust is cri-cal Buyers are becoming more and more cau-ous
No more sex on the first date, pla
n
for a da6ng process #adtech
asean
But I am soooo ready !
@michaelleander
Short aOen-on span, loads of intrusion -‐ how do you cut through the cluOer?
Brain junk filter
Do I know you? Do I need you? Can I trust
you?
@michaelleander
Unique passionate emo-onal authen-c focused
interac-ve meaningful…
How do you get into the Mind Box?
@michaelleander
Once upon a -me
@michaelleander
What makes a business successful?
@michaelleander
@michaelleander
@michaelleander
We claim to care about our customers
But have we learned to
walk the talk yet?
Own the customer experience in all channels #adtechasean @michaelleander @adtechasean
@michaelleander
Digital is great for targeted customer interac-ons !
So stop the reach and volume
obsession and start showing you care about your individual
customers
@michaelleander Relevant, 6mely interac6on with customers and prospects on a 1-‐to-‐1 basis. One person at a 6me
@michaelleander
Don’t count the customers you reach – Reach those who count #adtechasean @michaelleander
@michaelleander People are not like you – they are different Meet: Leave me alone Larry & Hold my hand Harry
@michaelleander Meet Hold My Hand Harry
• Not digitally savvy • Needs to have everything explained • Need to talk to a real person
@michaelleander Meet Leave me Alone Larry
• Digitally savvy • 100% self-‐serviced • Rarely talks to real person • Expects you to respond within 3 minutes and 14 seconds in any channel
• “Lazy and therefore loyal”
@michaelleander
Let me ask you a ques-on
Stand-‐up to show your
answer
@michaelleander
Which reads the most words per minute – the eye or the ear?
2.500 words per minute 125 words per minute
@michaelleander
Welcome to the picture economy
We decode the message
quickly and require no explana-on
Selfie 6me – let’s put Adtech on the map • Take a quick selfie
• Hashtag #adtechasean
• Men5on @michaelleander and see what happens tomorrow
Visuals s-r emo-ons in a heart beat
Find a picture-‐editorial style that works in all channels
Hero shots telling stories
@michaelleander
Use humor to demonstrate the benefit of your product
@michaelleander
Pictures and videos can work, but these assets must connect to your core message, s-r an emo-on that lead to an ac-on
@michaelleander
@michaelleander
The Undeserving Boss and the Misguided Staff
@michaelleander
Money Waste is Increasing Every Day – Time for the Death of Diddly Squat
Drive towards your objec-ves first , deadlines second !
See video about being objec-ve driven hOp://www.youtube.com/watch?v=4mxvy_usWz8
If 95% of yo
ur effort is
here, you
are wrong
!
@michaelleander
What can we learn from sales?
Like not like, like AIDA The power of social is in the share leading to
ac-on
AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement Share is good ac-on counts
Like is NOT a currency, engagements conver)ng to ac)ons are @michaelleander
The power of social is in the share
Page likes 5.000 Organic reach
845
Shared 222 Total reach 23.168 Clicks ? Likes 74
Call to ac5on
The Power of Paper
Mul--‐channel really is mul--‐channel. Across the board 25% of consumers prefer paper over digital in cri)cal stages of the buying cycle
Make the share easy and make it count – from desktops to mobility
Think about -‐ Images -‐ Shared text -‐ How to make the share convert
Pay aOen-on to details & don’t be afraid to experiment, don’t be afraid of failure
Create a culture of experimenta-on
@michaelleander
Unsilo your marke-ng ac-vi-es
Silos
Make
You Suck
@michaelleander
Outsource “hands”, retain “brains” and create
the most efficient ecosystem
with maximum exper6se
@michaelleander
The Bahle of The Agency & The Brand
@michaelleander
What’s all this evangelism
going on about?
@michaelleander
No real common goal
Client goal and approach Agency goal and approach
@michaelleander
Time for the performance based model
A model that starts on top, but
cascades to each individual involved in crea5ng results
It is a winning situa5on. If clients dare and agencies care
@michaelleander
Using Technology to Own the Experience and Increase Share of
Wallet: Focus on things that maOer to your business, not technology itself
@michaelleander
“EasyJet sees 20% upli# in conversions since delivering targeted content on home page”
Richard Levin, Head of CRM easyJet
@michaelleander
“EasyJet has wiped the floor with us, with the website and modest customer [service] improvements” “We can learn from the bits they have done well.”
November, 2013
Michael O’Leary, Ryanair CEO
@michaelleander
Focus on your customers and an6cipate their needs
> An6cipate customer needs > Provide 6mely service > Differen6ate communica6on > Personalize communica6on > Understand preferences
@michaelleander
How Fad Ditching Made Digital Work How ditching fads and using commonsense
might make digital work for you
Don’t ever stop experimen6ng – but do it wisely
@michaelleander
New opportuni-es to interact and get a response from your
audience using QR codes (or not)
@michaelleander
Drink and scan – if you can !
@michaelleander
Scan and download a
book – Vodafone
showed speed and the “how to” at the same
-me
@michaelleander
Reach the right person with the right message at the right 6me – in the the most
effec6ve channel.
@michaelleander
Too much kumbaya going on
