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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


ITERATIVE MARKETING

TRADITIONALLY we OPTIMIZE the middle


ITERATIVE MARKETING

SUCCESS

EFFORTTIME


ITERATIVE MARKETING


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


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


ITERATIVE PROCESS

now

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

now

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


ITERATIVE PROCESS

love?

vanvan

chocchoc

satinchoc

pie


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 [email protected]@webtrends.comblogs.webtrends.com

Justin SpohnCo-Founder [email protected]

THANKS!

please tweet @ markozmuellner # webtrends # emsf

Documents

emsfdigital marketing

emsftraditional marketing

messagetraditional marketing

statictraditional marketing

expensivetraditional

createddigital marketing

agencies traditional

brands digital marketing