Todd Wright – Threesides Marketing

Lifestages of Digital Marketing – What stage are you at?

This slide deck supported a keynote talk made by Todd Wright from Threesides Marketing at the Collabit ACT November 2013 members breakfast held at the Microsoft Offices in Canberra.

The presentation challenged people to think about where their organisation sat on the digital marketing life stages path and then asked are the people in your organisation and your customers – all at the same maturity level?

Even an obscure cricketing reference to Ian Chappell made it in somehow – see if you can pick it.

“Let’s go back to school”

AndreaBuentipo.blogspot.com

Pre-Schoolers• It’s all about play• Discovering new toys• Not making decisions• No consequences of your actions• All about fun• Don’t hang onto friends – there will

always be more!• Kids will play with anyone

You live in a state of blissful ignorance

DIGITAL Pre-Schooler

• Turn up online without a plan• ‘Hand me down’ website• Haven’t developed your own digital

identity• Customers are anyone who will play

with you• Don’t retain facts / data• Chasing the next flashy object• Too busy playing – when’s lunch?

“Cute – but not taken seriously”

Primary Schooler

• Starting to learn• Your world is still small• Your toys take AA batteries• Your friends are important – but

interchangeable• Getting in trouble starts to matter• You have started making pocket

money• It’s still all about fun• You are developing self awareness

Digital Primary Schooler

• Starting to become tactical• Your website captures data• You have a good idea of who your

customers are but not their online behaviours

• Direct email is magical• You have started experimenting in

other areas such as social media, adwords, Landing pages and content

• You still waste money on fads (roller blades, blackberrys…)

• You think online is generating leads but you aren’t quite sure

“Growing up - awkwardly”

High Schooler

• School is starting to get serious• People want to know what you are doing

with your life• You start experimenting…• You start becoming self conscious of your

appearance• Your digital devices get more face time

than your family• You strive to be fashionable and fit in• You start getting into serious short term

relationships• You think you understand culture and

trends

Digital High Schoolers

• You are completely tactical and occasionally see the bigger picture

• You build better stories, have ways to promote them but still don’t listen enough

• You care what your customers think and now you collect their details

• You explore multi-channel and new platforms and occasionally talk back

• You are comfortable in social, email is integrated and mobile is important

• You are willing to spend your cash but don’t seek value or clear return

“Wow – Haven’t you changed!”

Uni students

• It’s business time• You have learnt to think and analyse

information• Your writing is intelligent and you are

developing influence and understanding• You work and party hard but can recover in

the morning• Relationships matter – you’re even talking

long term now• The future excites and scares you• You are becoming entrepreneurial

Digital Uni student

• You are strategic and have clear measurable goals

• You have cross channel integration for marketing, sales and customer service

• You use analytics to improve decision making

• You know where and when your customers are interacting with you in real time

• You leverage skills internally and externally• You eat automation and conversion rates

for breakfast • Personalisation is the key in your customer

centric organisation – two way is the only way.

“Digital Disco Stu.”

Old Age Pensioner

• The years have wearied you• You reminisce fondly about the old days• You had a secretary back in the

department to pen your letters• You enjoy the days that your joints don’t

hurt• You are a valuable font of cultural and

historical knowledge• You have a supportive family that ‘looks

after you’• Once you are gone – you will take many

secrets with you

Digital OAP

• You are old and wise – but maybe not in the digital marketing space

• You struggle to find relevance in new channels such as social media

• Mobile is what your hips use to be• Your customers knew you by name –

before they died. You still have all their details though.

• Your website is all you need to be on the world wide web

• You didn’t keep up with the times and they passed you by – there’s still time to call your uni student grandson though…

“What do kids know anyway?”

http://www.marketingtechnologyinsights.com/2013/01/digital-maturity-first-you-must-crawl.html

#1 – Do you really understand your digital consumer#2 – How often have you started with the tactics rather than the strategy?#3 – Do you simply turn up or do you actually participate in digital?#4 – Is cross channel marketing integration a pipe dream or a reality?#5 – Are you using data to predict the future?#6 – Are you being honest about your internal skills and organisational capabilties?#7 – Can you really do everything?

Some questions to ask yourself

“Every organisation should be investing in having closer conversations with their customers.”

Credits

Awkward Family Photos – www.awkwardfamuilyphotos.com – truly awkward. Buy their calendar – I did!

Digital maturity model diagram – www.arke.com / http://www.marketingtechnologyinsights.com/2013/01/digital-maturity-first-you-must-crawl.html

Obscure Ian Chappell reference – Rob Miller – Collabit.

Ageist stereotypes and generalisations – All our own – purely for storytelling purposes. We love our grandparents…

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