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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

Concluding thoughts

Is your brand ready for the new tech of 2017?

BUT WAIT…

Marketing can be done in baby stepsChildren are fearless

They are exhaustingly curious

Children are good at breaking things

Kids tell the truth

They don’t grow up fast

THE POWER OF STRATEGIES

A strategy is about shaping the future•Max McKeown , The Innovation Book, Financial Times, PHD 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 you’re a great lower"

BRANDING

"I’m a great lover"

MARKETING

BUILDING A BRANDCOMMUNICATION

BEHAVIOUR

PERSONALITY

2. Creating behaviours: _ Modern identity _ Design system _ Ubiquitous and mobile _ Personalisation _ User centricity _ Easy to transact with

1. Developing a personality: _ Brand essence _ Unique mission _ Tone of voice _ Strong narrative _ Unique content _ Architecturally driven

3. ‘Baked’ in communication: _ Channel agnostic _ Shareable content _ Socially connected _ Widget driven _ Physical and digital

BRANDS ARE LIKE US

Behaviour

Personality

Communication

We have a mission in life, values, morals and our very own nucleus and intrinsic and extrinsic qualities.

Based on different on different triggers, we change our mood, looks and behaviour

We connect and adapt to different people and the environment around us.

Co

ntro

l

Situation analysis Objectives A

ctions Tactics

Stra

tegy

SO

ST

A

C Concepting

Pro

toty

ping

& U

ser T

esting Discovery

Approval Stakeholder analysis

Personasegmentation

Competitoranalysis

Content strategy

Flows ofcontrol

InformationArchitectureArt direction

Wireframing

Prototyping

Usability testing

Measure &iterate

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2

3

4

5

67

8

9

10

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User Centred Design

The SOSTAC planning system

SOSTAC UCD

Strategy

Prot

otyp

e

Design

PREPARE FOR “AI” ASSISTANTS

The major tech firms are heavily invested in AI search.

Google Now Cortana Siri Alexa

How personal assistants develop their AI

Google Now Cortana Siri

• Cloud-basedProfile • Cloud-based • Device-basedEmail • Gmail • Mail on Windows • Mail on iOSSearch • Google • Bing • N/ABrowsing • Chrome • Edge • N/ALocation • Google apps &

devices• Microsoft apps &

devices• Device History

Calendar • Google • Calendar on Windows

• Apple Calendar

News • Google News • Cortana notebook • Apple NewsFinance • Google Finance • Cortana notebook • Apple Stocks

Alexa

• Device-based• IFTTT• Amazon • Bing

• N/A

• Google

• BBC etc’• Gobby Apps

“Siri call me an Uber"

"Who's winning the Cubs game?"

“Who won the premier league"

According to comScore, 50% of all searches will be voice searches by 2020.

Animate google search first followed by Siri

AI TIPS FOR CONTENT MARKETERS

Develop website content with a conversational tone and providing specific answers to users’ questions.

Content answering specific questions will make your website a go-to resource and more favourable to AI.

INTRODUCING THE COMMUNICATIVE BOT

Are bots the new apps?

20%

10%

18%

51%

Current app usage

September 22, 2015 - comScore Whitepaper, The 2015 U.S. Mobile App Report

PRIMARY USED APP

SECOND

MOST USED APP

THIRDMOST

USED APP

ALL OTHER APPS

WILL THERE SOON BE A “BOT FOR THAT?”

Bots can streamline customer support, operations and enhance the customer experience.

They live on servers and typically are easier to develop than apps allowing users to interact with them anywhere

The main engine within bots for FB messenger is the Send/Receive API; which helps to train the bot using samples.

MICRO MOMENTS

Introducing 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

WHY MICRO MOMENTS?

Source: searchengineland.com

User searches are moving away from short tail queries, to longer tail, conversational questions (due to mobile / AI).

Micro-moments capitalises on contextual persona search ‘states’ of knowing, going, buying and doing.

Frequently answered snippets appear higher in SERPs, so, by understanding and answering user questions our content can prevail.

This concept works works with other advances such as Google RankBrain that help to suggest future search results to users.

Reimagine keyword research using answerthepublic.com formulates the what, why, when and where

• Mobile first: Google will prioritise responsive content first.

• 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

LEGO land in NYC - Building an “experience wheel”

Use keyword modifiers to help with framing your micro-moments

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

RETAIL EXAMPLE

TIPS FOR CONTENT MARKETERS

It is important to examine, review the context and dissect the search results depending on the industry

Google takes into account the context of each search term and displays most relevant results

You can optimise content for Google’s Instant Answers (Featured Snippets) gaining more SERP real estate

IMMERSIVE AR/VR

44 44

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

+

BUY THIS

21 3 4 5

AWARENESSUser gets idea to buy something

RESEARCH / EXPLORE

ENGAGEMENTUse mobile with VR headset to

experience a new way of shopping

CONSIDERATIONSelect item using

VR headset

PurchaseCheckout from mobile,

desktop, or tablet

Virtual reality consumer journey

How brands are adopting VRVolvo Reality: XC90 VR test drive

How brands are adopting VRJW Marriott Teleporters

How brands are adopting AR

Inkhunter allows you to visualise how a tattoo might look

on your body

How brands are adopting AR/VRPokémon 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.”

source: digi-capital.com

TIPS FOR CONTENT MARKETERS

AR/VR is a more cutting edge tactic adopted by forward thinking companies to bridge the physical & digital world.

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

CONCLUDING THOUGHTS

SUMMARYIts never been more important to test and validate your marketing strategies including messaging on real users

Underpin your channel tactics with a cohesive brand direction that everyone understands (SOSTAC)

The channels themselves are all quite different but there is an overlap; micro-moments and UCD can help to facilitate that

@CYBERDUCK_UK

THANKS FOR LISTENING

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