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On Demand 2018
Welcome to the On Demand Page for DigiMarCon West 2026.
Master Classes (On Demand)
Wednesday, April 1st, 2018
Below are the slide decks for all the Master Classes on Wednesday, April 1st, 2018 at the Loews Hollywood Hotel, Los Angeles, California.
Digital marketing persona
Which is our digital marketing persona?
Tye 1: Strict perfectionist/ Reformer : disciplined, hardworking, high standards, principled, conscientious, righteous, dedicated in evrything exact :lawyers, doctors, policemen
In digital markeitng they will be good in best practices : setting the standard, lead by example,
Type 2: Considerate helper/ giver : compassionate, giving, sympathetic, humorous, attentive, caretaker
@work: relate easil to people, good sense of humor, caring and warm in digital marketing: aware of needs of customer,
@buyer persona : wants apprciatin, recommends good stuff to others,
Type 3: Competitive Achiever/ Perfomer : goal-oriented, self starter, energetic, perfomer, excellence, zealos, optimistic, able to motivate people
@Digital marketing: wants succes by winning, showing off to others, no self awareness, to be worthless
Make small things look very big.
Make big things look ver small : price mngment
Type 4: Intense Creator/ Individualist: Inspired, Creative, Intuitive, Emphatic, Feel deeply, Artistic, A tendcy to selfdistruct ; designer, producer, creator
@work: to be unique, VIp treatment, difficult for others to understand them, scared to be ttreated like others
Type 5: Quiet Specialist ( i.e: Bill Gates) : perceptive, thoughful, don’t like o interact too much, intellectual ; asap for him: as slow as possibe; wort decisions makers
Keep calm and stay neutral; cool and collected
As dgital marketing: do research
@buyer persona : difificult to sell to them, they like to be invsible, blend in with oters
Type 6 : Loyal Skeptic
Most complicate type of all: totally faithfull, love routine, committed, loyal, engaging
Confronting danger bravely, responsible and hardworing, committed and faithfull
@buyer persona: to be the same with the rest, managing change and disruption, go with the majority, tey have a lor of concern in life
Type 7: Enthusiastic Visionary : spontaneous, fun, versatile, see the big picture, life is a living journey, excited, flexible, many possibilities
Focus is not in the present.
@work : they like anything fast, short term, free spirited, risks taker
@digital marketing: multitasker, engaging, influencer,
Type 8: Active Challenger ( i.e: Donald Trump) : direct, in your face, confident, leader, inspiring, self directed ; CEO
Independent and self-reliant, honest, direct
@buyer persona : challenge everyting
Type 9: Adaptive Peace Maker : nice, gentel, no temper, good negociator, patient, gentle, reasuring, peace maker;
As digital marketer: Content Markting Matrx
@buyer persona : to be comfortable, go with the flow, the easiest people to sell to,
What’s your personality code?
Our personality determines how we react to different life lessons.
Our personality traits determine how we adjust to our buying decitions over time.
We need to knw how to read people.
if you understand people, you get your sales done quickly.
When you know your type, you need to find your next step to grow in your life.
The problem:
-user attention : people don’t like getting emails anymore
-platforms
The opportunity : people are shifting attention from email to social, more people will send more messages to friends than just scrolling through social media.
Fb oppended messenger to business communication. People like 1×1.
There ar 1.3 billin fb messenger users who you can adverise, convert and run automated nurture camaigns
Fb Messanger more effective than email marketing. 12% click vs 51% click on messenger
What is a chatbot?
-interactive software platfrms (apps, live chat, email, sms, voice, text, standalone,etc)
Why chatbot in fb messager : 2 billins messages are sent each month
Get personal with a potential audience of over 1.3 billion people.
Big bennefit: accessible profile data
1. name
2. profile pic
3. gender
4. time zone
5. last refferal add
6. is payment enabled
7. email and phone
8. geo location
What do chatbot funnels look like?
ad->fb messenger : deliver the offer, qualify the person, segment, nurture
Lead generation: How to get messenger subscribers
Fb pge messages, fb ads, fb comments (transform comments in messages), fb website ember, direct linking to funnel url, fb messenger code
5 steps to planning your first chatbot funnel
-Define your goal (CTA)
-List out ideal client qualifications
-determine your tone/personality
-setup integrations
-choose your preffered subscription method
Social media interrupts all communication channels thereby creating constant challenges for marketing in the digital age. Brands are searching for new dynamics for their approach to the consumer. Described as “one of the most dynamic and inspiring sessions”, Jeff will discuss and analyze some of the biggest “WOW” moments. This session is designed to inspire new ideas to fuel your social media strategy. In this presentation, learn how to analyze how companies have used different strategies to interrupt and reach specific targets; Develop an actionable digital strategy that aligns with your business goals; Find solutions to current strategic hurdles and expand your professional digital network by connecting with peers.
They are creating influences by being real, authentic, provocative.
They are identifying segments by using different tones on iferent platforms.
They refine this communication by listening to the audience and having a strategy and creating a wow moment.
• There are three steps of creating wow moments:
– the assesement phase: listen first – sell later
– the planning stage: plan, tone of voice, channel message
– govern stage: data collection, engagement, refine
The brands need to generate emotions and create WOW moments in order to reach their customers. The best brands do it ! Here are some examples:
See the Oreo case study – “it’s ok you can still dunk in the dark” – creating memorable experiences for clients it what creates engagement – so brand perception grew by 20% that year.
Who is the breaodcaster? We are – all of us.
The Samsung case study – the Elen selfie from the Oscars – a true example of mass engagement that brought amazing value to Samsung
Starbucks PR wow moment – of tthe “black guys incident”.
Creating a wow moment and then generating more wow moments based on that. also other brands can capitalise on other people’s wow moments.
The brandng must be onoing – keeping the tone of voice, diferen for each social media but all part of he same strategy.
Learn how to marry data from what we already know about our paid and organic visitors with insights garnered from competitor research. Explore recent case studies from brands you’ll immediately recognize and every detail of the campaigns they used to boost search engine rankings and drive referral traffic.
Specific topics covered include performing a technical obstacle analysis and organizing tasks for web developers, inbound link analysis and creative strategy, competitive analysis, along with post-Google Hummingbird keyword research for taxonomy and content marketing planning.
Leave this Inbound Marketing Master Class with templates, tools and actionable checklists for maximizing inbound marketing efforts.
Search as we know it today: contact links will get the brand on the first page but experiences will help repeat. Search must be an organic behavior that repeats.
55% of searches are Knowledge pannels while map packs appear in 27% of the results.
To apprear in the Google search you must register your business on all the public directories, which are very well indexed. Then the local landing page needs to be updated with all the info, location, contac details. Then how visible you are offline – vs online. And last but no least you must grow our brand organicaly
More than 60% of people use mobile sites, therefore the website must be optimised for searches.
How sites are ranked:
1. most relevant
2. Most visible
3. Most helpful
Focus on all aspects: technical, contextuall and off-line.
How to generate a good campaign: start by creating a good competition search and then define the strategy, start the campaign and make sure ou measure the results.
OAR – Samle criteria….Be helpful, disciplined and follow he strategy
For mobile the content must be specific and relevant.
AMP Project – mobile app useful for SEO
Mobile – friendly and mobile optimised
You don’t have to do extraordinary things to be sucessful but ordinary things but extraordinary well
Security and Privacy – a big must
“Your connection is now private” – user friendly and safer than ever before.
Content is still king – the best data is the one that drives brands forward everyday.
Micro – moments – mobile user behaviours
Optimise the user end Desire – Curation Booster
Improoving the CTR and SEO Ranking is the best way forward in conjunction with content marketing calendar.
Okay google – metrics and examples of how it works.
VR and AR Tech – May replace desktop tech – claiming your business – use google assistant to do it.
Google attribution – unify data and analyse performance followed by taking the right action – insures the perfect campaign for your brand.
First of all is the story finding stage, during which we’ll delve deeply into the ways in which a brand can understand and reveal its true and own-able narrative.
We’ll dig deep into your brand’s core DNA to uncover the distinct truth that most powerfully resonates with people. The result is your Story Platform. Think of it as the north star that will inspire and connect all of your brand’s future communication. Next follows the story testing stage, where we test various creative narrative concepts all anchored by the Story platform. This process is aided and abetted by the use of a proprietary tool, Storyscore. Finally we’ll show how the results of the test can be brought to life through the story making process.
This masterclass is very practical, supported by real life brand examples and will give attendees useful and practical know-how that they can be put into practice immediately.
To buy or not to buy?
How do people make buying decicions? Knowng your brand exits is not enough, they have t love your brand. Hiw d you get people to like your brand? It’s a confusing time to be a marketer. We are in the post advertising era. People have the technology to shut you off. People trust strangers more than they like an ad. Fake news and fake influencers dilute trust daily. And brand storytelling doesn’t mean complete fiction. Brands can’t lie anymore.
Having your own story and your own brand is the key. However, some do it better than others.
Ads sell. Stories make people feel. When they feel something, they act.
Why do brand stories matter?
Don’t get in the way of what consumers want, be what they want. Tell stories worthy of their time. Good brands tell stories (not ads).
Does your brand have a story?
Does your story matter? (it is authentic; does it move people to act?)
Aristotle and Jeff Bezos’ common beliefs are rooted in truth.
When the anecdotes and the data disagree, the anecdotes are usually right.
When creating content have to trigger an emotional response.
How to uncover the truth?
* StoryFinding – start with a story discovery workshop. Dig into the brand’s DNA to find the distinct truth that most powerfully resonates with people.
See case study : Green Giant.
Solution : Outlined new audiences and improved old ones, created strong story circles.
Result: We gained alignmen on who the Green Giant should really be.
Created a brand mountain using stakeholder knowledge. “We found utimately what made the Green Giant special.”
EMOTION DRIVES PURCHASES
So why don’t we test for emotional impact.
System 1 vs System 2
95% of decision making uses System 1 thinking.
System 1 thinking is quick and intuitive.
System 2 thinking is slow.
When we positioned brands as stories we came away with two astonishing findings.
a narrative approach is 3x more effective than traditional advertising.
he went too fast for the second one :'(
Storyfinding –> The story platform —> Storyscore —>Storymaking
General Sessions (On Demand)
Thursday, 14th 2018
Below are the video and slide decks for all the General Sessions on Thursday, April 1st, 2018 at the Loews Hollywood Hotel, Los Angeles, California.
You are a broadcast media company. We select the audience, have the prduction, we chooose and select the distribution channels, monetizate and measure.In order to exist in a market you ave to became a brand, you have to create content.
Mastering micro moments
-smart watches;
-smart buying on google, with just one click, face scanning and the product is on te way.
Visual
-new trend is to have very authentic content. Stop getting ready to get reay.
-the way we use content changed very much. Incorporating more video content. Partner with influencers to get raw autenthic content in exchange of different products. Or inviting clients to tell their stories. Also link content from one social media platfrom to another.
Example for a fb age of a bar: Creating online the image of a great place to hangout.
Voice
By 2020, 50% of all searches will likely be voice searchers.
Data driven marketing
Data-> Knowledge-> Action.
How we use KPIs to drive marketing?
Custumer comments can be used to create content in order to improve SEO.
The more you talk about yourself, the less people want to hear.
How to add value: through detailed results, use your in-house development team or hire one or use a software.
How do you come up with ideas?
-go to sales people
-what are the most shared topics in your industry?
-analyze the behavious of your most succesusful customers
-what topics are the most controversial?
Gladys Kong, will evaluate mobile location measurement and attribution, and offer audience tips on breaking down key elements of location data and attribution reports.
See location visitation metrics and reports.
How to evaluate locatin data measurement providers:
-How is location determined and why is transparency important?
-What systems are in place to account for misleading data?
-How are exposed visits calculated and reported? There are bg distinctions between reported numbers that reflect the ‘raw value’.
-How are control groups built?
To better understand data collection: where does the data come from? what’s the precision on the d
GROWTH SECRETS LEARNED FROM MANAGING 500M IN AD SPEND
1. FREE YOUR MIND – THIS IS NOT A LEVEL PLAYING FIELD
MYTH- EFFICIENT MARKET, REALITY- AD MARKET IS WILDLY INEFFICIENT
Average is losing.
“your competitors outdated thinking is your opportunity”
2. measure what actually matters
Do a quick health check, visualize the shape of your accounts, identify any easy fixes that are holding you back
3. don’t spend more, buy the most valuable traffic first
analyze impression share for top performing keywords
4. be real about display
Paid social, way beter than deisplay ads
5. use quality score to gain an unfair advantage
ad rank= max bid x quality score
increase your quality score= free
6. optimize to deeper funnels
7. audit ruthlessly – a complete audit contains over 30 areas of analysis
FIXING THE UNFIXABLE – DOUG PULLMAN
Buyer’s Journey.
Awareness, consideration, decision
Current campaign strategy
welcome, awareness, consideration, decision, buy
right content at the right time gets results
wasted data = wasted money
HOW TO GET CONSUMERS TO PAY MONTHLY FOR CONTENT
Offer up the best thing that you have without giving away the highlights
show that there’s value behind the paywall
Sequence of emails, sent based on a potential tiggers: joining a list, signing up for newsletters based on a previous purchase. Birthdays are another trigger for autoresponder, back in stock emails.
I is important to mantain updated contact informaion.
Automated messages have a higher opening rate and conversion rate than the “business as usual” type of emails.
Better targeting through segmentation, improoving customer experience.
A great place to mention relevant offers an built trust with your audience slowly.
Top tips:
– over deliver
– have a voice and personality, aligning it with the brand.
– teach something to the customer offer something new.
– share other ways to connect with the person – Facebook, Linkedin, Twitter
– it is a living document – make sure you update it periodically
– use personalisation
Things to avoid:
– don’t stop at a welcome message
– one message a day – not more
– don’t over share
– don’t set up your series so people get the notification and the autoresponder at the same day.
– avoid choice paralises – give people just one call to action
– don’t stress about people unsubscribing
– don’t try to please everyone
Example of welcome e-mail:
Don’t over-promise but over-deliver. Set expectations, intro yourself and the company, thank them.
Don’t sell from the benginning – just gain their trust
Second – Third email still hold off selling and inform people, give them 80% content and 20% pitch (sale)
Forth email can be a sell email finally.
How to write a sequence
Ask yourself the questions related to what is it in for them (clients) rather than for you.
Share your story, ask questions, provie a resource list, people like to know how you got sucessful. Include advice and personalised information for the type of clients to whom you are comunicating to.
Get people to pick your prize, therefore making it more personalised.
Let’s discuss the critical need to truly know your customers, how today’s marketers may have an advantage in this brave new world, and how you must leverage these abrupt shifts in commerce and consumer behavior through data unification, audience intelligence and personalization in order to scale your business over the coming 18 months.
16% of Americans of +18y old have a smart speaker in their home (mostly amazon Alexa and Google)
Facebook and Google were fined with 8.8 billion dollars in the first four hours of the new GDPR Law.
Between 2009 (10%) to 2018 (83%) mobile phone ownership of 18+ people in the USA
We need to personalise the names of recipients in an email, both in title and content.
If you don’t know your client right, you get fewer repeat custmers, loosing sales, loosing revenue.
Solving the dilema – start with the digital cusomer, you must create loyalty and consistent user experience that encourages repeat purchases. They key is cnnecting all the data, understanding it, develope strategy, tactics, act upon it.
Analyse all the different client touch points and create a profile for your customer, therefore having the CPD in place, allows your company to understand the client/ potential client and convert him/ increase sells.
By doing this, you will lower your marketing spend and have happier clients. Also you will be closer to GDPR compliance
Personalisation & contextual relevance is important when it comes to converting custmers.
Data will also help develop optimal segmentation and real insights into the customer’s base.
Readiness for AI and Machine – Learning based on data.
Always develop and accelerate product development and perfect your marketing.
There is no way to future proof your businss but implementing all curent practces correctly will enable us to be ready for future technologies. The next step is Blockchain & Identty verification
Use third party data to complete the curent data you have in order to fully understand your customers or potential customers, but be compliant with GDPR. Get a name, phone no, address and email address.
Based on the data you have – now you can do predictive forecasting and planning.
Leverage direct connectivity with the clients in real time, not later and always on mobile first.
Use the drect communication to establish a relationship with the client, by using user – generated content.
Marketeers should perform customer reviews: current clients, lost clients, prospective clients. A company can learn from all of those clients and combine data for the greater good of the company.
Talk and share across your business – share info and your business will benefit more.
