© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF
Iterative MarketingInnovative and Effective Approaches to
Drive Measurable ROI and User Relevancy
Marko Z Muellner | Director of Marketing Programs
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please TWEET
@markozmuellner#webtrends#eMSF
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a bit ABOUT ME
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a bit ABOUT YOU
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The traditional marketing approachDOESN’T WORK for digital marketers
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TRADITIONAL MARKETING
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Traditional marketing is a METHODOLOGYbased on AVAILABLE TECHNOLOGY
TRADITIONAL MARKETING
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The technology is BROADCAST thereforethe methodology is about the MESSAGE
TRADITIONAL MARKETING
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The medium is STATIC
TRADITIONAL MARKETING
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With the right PLACEMENTyou can reach the right AUDIENCE
TRADITIONAL MARKETING
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Access to the medium is typicallyEXPENSIVE, COMPLEX and CONTROLLED
TRADITIONAL MARKETING
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Creating the message is typically EXPENSIVE
TRADITIONAL MARKETING
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Getting feedback is CUMBERSOME
TRADITIONAL MARKETING
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Making CHANGES post launch isEXPENSIVE and TIME CONSUMING
TRADITIONAL MARKETING
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Competition is betweenBRANDS and other AGENCIES
TRADITIONAL MARKETING
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This forces us into BIG IDEA MARKETING and the standardized CAMPAIGN approach
TRADITIONAL MARKETING
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brief concept production + flighting evalcampaign
TRADITIONAL MARKETING
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summer NFL
launch launch launch launch
TRADITIONAL MARKETING
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DIGITAL MARKETING
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Digital marketing is a TECHNOLOGYand the CULTURE it created
DIGITAL MARKETING
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The medium is EXPERIENCE focused
DIGITAL MARKETING
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VALUE is the critical factor
DIGITAL MARKETING
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Access is EASY and LOW COST
DIGITAL MARKETING
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Competition is EVERYWHERE and is NOT LIMITED to brands
DIGITAL MARKETING
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In CONSTANT FLUX , technologically and culturally
DIGITAL MARKETING
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FEEDBACK is readily available but uncovering ACTIONABLE INSIGHT can be hard
DIGITAL MARKETING
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MESSAGE v. EXPERIENCEEXPENSIVE v. CHEAPCONTROLLED v. ACCESSIBLECHANNEL v. SPLINTERNET STATIC v. INTERACTIVEHARD TO GET DATA v. FLOOD OF DATA
THE CHALLENGEecosystem
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CAMPAIGNS v. EVERGREENMESSAGES v. EXPERIENCES + VALUESAYING v. BEINGCHANNEL FOCUS v. CROSS-CHANNEL
THE CHALLENGEapproach
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THE CHALLENGE
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THE CHALLENGE
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THE CHALLENGE
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THE CHALLENGE
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THE CHALLENGE
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To be SUCCESSFUL we need a NEW MANTRA
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ITERATIVE MARKETING
Succeed Faster
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ITERATIVE MARKETING
BIG IDEA
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ITERATIVE MARKETING
RIGHT IDEA
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ITERATIVE MARKETING
Brandon Schaueradaptivepath.com
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ITERATIVE MARKETING
THE BRIEF-----------------------------------------
GOAL: The best wedding cake. Ever.We’re having a weddingPeople love cakeWe want to impress our guests
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ITERATIVE MARKETING
We concept the BIG IDEA
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ITERATIVE MARKETING
THE PITCH-----------------------------------------
The Best Wedding Cake Ever.
People love yellow cake with white frostingMany tiers are impressiveNeeds to be fancy
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ITERATIVE MARKETING
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ITERATIVE MARKETING
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ITERATIVE MARKETING
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ITERATIVE MARKETING
TRADITIONALLY we OPTIMIZE the middle
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ITERATIVE MARKETING
SUCCESS
EFFORTTIME
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ITERATIVE MARKETING
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ITERATIVE MARKETING
SUCCESS
EFFORTTIME
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ITERATIVE MARKETING
launching
analyzing + adjusting
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brief concept production + flighting eval
ITERATIVE PROCESS
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roadmap
analysisadjustment
problem definition
production
{{
ITERATIVE PROCESS
discoverystrategy
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What are your overall BUSINESS GOALS?
ITERATIVE PROCESS
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What is your program trying to ACHIEVE?
ITERATIVE PROCESS
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What is your definition of SUCCESS?
ITERATIVE PROCESS
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There will probably be many steps betweenPROJECT GOALS and BUSINESS GOALS.
ITERATIVE PROCESS
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ITERATIVE PROCESS
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roadmap
analysisadjustment
problem definition
production
{{
ITERATIVE PROCESS
discoverystrategy
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CUSTOMER INSIGHTSCOMPETITIVE LANDSCAPEPAST LEARNINGBEST PRACTICESEXPERT GUIDANCE
ITERATIVE PROCESS
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roadmap
analysisadjustment
problem definition
production
{{
ITERATIVE PROCESS
discoverystrategy
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STRATEGY = TACTICS
ITERATIVE PROCESS
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TACTICS = things you do
ITERATIVE PROCESS
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STRATEGY = approaches you implement
ITERATIVE PROCESS
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EXAMPLEGOAL: “Build the opportunity pipeline”STRATEGY “Become a trusted advisor”TACTIC “Plan a webinar”
ITERATIVE PROCESS
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roadmap
analysisadjustment
problem definition
production
{{
ITERATIVE PROCESS
discoverystrategy
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ROADMAP = tactics
ITERATIVE PROCESS
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ITERATIVE PROCESS
now
big idea
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ITERITIVE MARKETING
THE BRIEF-----------------------------------------
GOAL: The best wedding cake. Ever.We’re having a weddingPeople love cakeWe want to impress our guests
© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF
ITERITIVE MARKETING
ITERATION 1-----------------------------------------
Cake? Frosting?HYPOTHESESPeople love yellow cakePeople love white frostingSprinkles are fancy
GOALDetermine which combination is mostappealing to the most consumers
TACTICPresent cupcake options to 20 target consumers.Complete questionnaires.
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ITERITIVE MARKETING
ITERATION 2-----------------------------------------
Tiers? Lots of cupcakes?
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ITERITIVE MARKETING
ITERATION 3-----------------------------------------
The Best Wedding Cake Ever
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ITERATIVE PROCESS
now
big idea
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ITERATIVE PROCESS
now
big idea
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roadmap
analysisadjustment
problem definition
production
{{
ITERATIVE PROCESS
discoverystrategy
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Make the thing
ITERATIVE PROCESS
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roadmap
analysis
problem definition
production
{{
ITERATIVE PROCESS
discoverystrategy
adjustment
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Progress towards GOALSValidation of HYPOTHESES
ITERATIVE PROCESS
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ITERATIVE PROCESS
love?
vanvan
chocchoc
satinchoc
pie
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roadmap
analysis
problem definition
production
{{
ITERATIVE PROCESS
discoverystrategy
adjustment
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ITERATIVE PROCESS
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Develop the right INFRASTRUCTURECONSUMER INSIGHT DRIVENITERATIVE MARKETING PRACTICECULTURE 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 EdsonVP Marketing InnovationMillerCoors
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Gather the RIGHT TEAMSTRATEGISTSDESIGNERSDEVELOPERSANALYSTSCLIENTBUSINESS
GETTING STARTED
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It’s a choice you need to make EARLY
GETTING STARTED
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You CAN do this
GETTING STARTED
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You SHOULD do this
GETTING STARTED
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COLLABORATION
Marko Z MuellnerDirector of Marketing Programs [email protected]@webtrends.comblogs.webtrends.com
Justin SpohnCo-Founder [email protected]
THANKS!