© 2010 webtrends inc. all rights reserved. @markozmuellner | #webtrends #emsf iterative marketing...

Iterative MarketingInnovative and Effective Approaches to

Drive Measurable ROI and User Relevancy

Marko Z Muellner | Director of Marketing Programs

please TWEET

@markozmuellner#webtrends#eMSF

a bit ABOUT ME

a bit ABOUT YOU

The traditional marketing approachDOESN’T WORK for digital marketers

TRADITIONAL MARKETING

Traditional marketing is a METHODOLOGYbased on AVAILABLE TECHNOLOGY

The technology is BROADCAST thereforethe methodology is about the MESSAGE

The medium is STATIC

With the right PLACEMENTyou can reach the right AUDIENCE

Access to the medium is typicallyEXPENSIVE, COMPLEX and CONTROLLED

Creating the message is typically EXPENSIVE

Getting feedback is CUMBERSOME

Making CHANGES post launch isEXPENSIVE and TIME CONSUMING

Competition is betweenBRANDS and other AGENCIES

This forces us into BIG IDEA MARKETING and the standardized CAMPAIGN approach

brief concept production + flighting evalcampaign

summer NFL

launch launch launch launch

DIGITAL MARKETING

Digital marketing is a TECHNOLOGYand the CULTURE it created

DIGITAL MARKETING

The medium is EXPERIENCE focused

DIGITAL MARKETING

VALUE is the critical factor

DIGITAL MARKETING

Access is EASY and LOW COST

DIGITAL MARKETING

Competition is EVERYWHERE and is NOT LIMITED to brands

DIGITAL MARKETING

In CONSTANT FLUX , technologically and culturally

DIGITAL MARKETING

FEEDBACK is readily available but uncovering ACTIONABLE INSIGHT can be hard

DIGITAL MARKETING

MESSAGE v. EXPERIENCEEXPENSIVE v. CHEAPCONTROLLED v. ACCESSIBLECHANNEL v. SPLINTERNET STATIC v. INTERACTIVEHARD TO GET DATA v. FLOOD OF DATA

THE CHALLENGEecosystem

CAMPAIGNS v. EVERGREENMESSAGES v. EXPERIENCES + VALUESAYING v. BEINGCHANNEL FOCUS v. CROSS-CHANNEL

THE CHALLENGEapproach

THE CHALLENGE

To be SUCCESSFUL we need a NEW MANTRA

ITERATIVE MARKETING

Succeed Faster

ITERATIVE MARKETING

BIG IDEA

ITERATIVE MARKETING

RIGHT IDEA

ITERATIVE MARKETING

Brandon Schaueradaptivepath.com

ITERATIVE MARKETING

THE BRIEF-----------------------------------------

GOAL: The best wedding cake. Ever.We’re having a weddingPeople love cakeWe want to impress our guests

ITERATIVE MARKETING

We concept the BIG IDEA

ITERATIVE MARKETING

THE PITCH-----------------------------------------

The Best Wedding Cake Ever.

People love yellow cake with white frostingMany tiers are impressiveNeeds to be fancy

ITERATIVE MARKETING

TRADITIONALLY we OPTIMIZE the middle

ITERATIVE MARKETING

SUCCESS

EFFORTTIME

ITERATIVE MARKETING

SUCCESS

EFFORTTIME

ITERATIVE MARKETING

launching

analyzing + adjusting

brief concept production + flighting eval

ITERATIVE PROCESS

roadmap

analysisadjustment

problem definition

production

ITERATIVE PROCESS

discoverystrategy

What are your overall BUSINESS GOALS?

ITERATIVE PROCESS

What is your program trying to ACHIEVE?

ITERATIVE PROCESS

What is your definition of SUCCESS?

ITERATIVE PROCESS

There will probably be many steps betweenPROJECT GOALS and BUSINESS GOALS.

ITERATIVE PROCESS

roadmap

analysisadjustment

problem definition

production

ITERATIVE PROCESS

discoverystrategy

CUSTOMER INSIGHTSCOMPETITIVE LANDSCAPEPAST LEARNINGBEST PRACTICESEXPERT GUIDANCE

ITERATIVE PROCESS

roadmap

analysisadjustment

problem definition

production

ITERATIVE PROCESS

discoverystrategy

STRATEGY = TACTICS

ITERATIVE PROCESS

TACTICS = things you do

ITERATIVE PROCESS

STRATEGY = approaches you implement

ITERATIVE PROCESS

EXAMPLEGOAL: “Build the opportunity pipeline”STRATEGY “Become a trusted advisor”TACTIC “Plan a webinar”

ITERATIVE PROCESS

roadmap

analysisadjustment

problem definition

production

ITERATIVE PROCESS

discoverystrategy

ROADMAP = tactics

ITERATIVE PROCESS

big idea

ITERITIVE MARKETING

THE BRIEF-----------------------------------------

GOAL: The best wedding cake. Ever.We’re having a weddingPeople love cakeWe want to impress our guests

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.

ITERITIVE MARKETING

ITERATION 2-----------------------------------------

Tiers? Lots of cupcakes?

ITERITIVE MARKETING

ITERATION 3-----------------------------------------

The Best Wedding Cake Ever

ITERATIVE PROCESS

big idea

ITERATIVE PROCESS

big idea

roadmap

analysisadjustment

problem definition

production

ITERATIVE PROCESS

discoverystrategy

Make the thing

ITERATIVE PROCESS

roadmap

analysis

problem definition

production

ITERATIVE PROCESS

discoverystrategy

adjustment

Progress towards GOALSValidation of HYPOTHESES

ITERATIVE PROCESS

vanvan

chocchoc

satinchoc

roadmap

analysis

problem definition

production

ITERATIVE PROCESS

discoverystrategy

adjustment

ITERATIVE PROCESS

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

Gather the RIGHT TEAMSTRATEGISTSDESIGNERSDEVELOPERSANALYSTSCLIENTBUSINESS

GETTING STARTED

It’s a choice you need to make EARLY

GETTING STARTED

You CAN do this

GETTING STARTED

You SHOULD do this

GETTING STARTED

COLLABORATION

Marko Z MuellnerDirector of Marketing Programs Webtrends@markozmuellnermarko.muellner@webtrends.comblogs.webtrends.com

Justin SpohnCo-Founder FIGHT@adognamedpantswww.madebyfight.com

THANKS!

© 2010 webtrends inc. all rights reserved. @markozmuellner | #webtrends #emsf iterative marketing...

emsf slide

emsf digital marketing

emsf value

emsf summernfl

emsf competition

emsf access

big idea marketing

digital marketers

Documents

webtrends im unic-alltag – eine entdeckungsreise

measuring sharepoint -- webtrends engage 2013

sharepoint + webtrends = happiness

webtrends for sharepoint world tour uk

google analytics vs webtrends

engage 2013 - webtrends streams

engage 2013 - webtrends streams - technical

webtrends presentation

webtrends 2012

webtrends engage keynote

webtrends analysis v action research

Веб-аналитика для всех: webtrends

whitepaper streams retail webtrends

webtrends/marketing sherpa webinar

webtrends for sharepoint world tour germany

webtrends messaging deck (final) (2)

training signal webtrends

webtrends intelligence suite...

webtrends: facebook advertising performance

webtrends partner program preso