the digital pond [november 2016] - marketing strategies - cyber-duck
TRANSCRIPT
Hello, we are
PLANNING YOUR MARKETING FOR 2017
Introducing the space
1. The power of strategies 2. AI Assistants 3. Communication bots 4. Micro moments 5. Immersive AR/VR
Concluding thoughts
Is your brand ready for the new tech of 2017?
BUT WAIT…
Marketing can be done in baby stepsChildren are fearless
They are exhaustingly curious
Children are good at breaking things
Kids tell the truth
They don’t grow up fast
THE POWER OF STRATEGIES
A strategy is about shaping the future•Max McKeown , The Innovation Book, Financial Times, PHD Warwick Business School
"Trust me he’s a great lover""I’m a great lover. I’m a great lover. I’m a great lover.”
PUBLIC RELATIONSADVERTISING
“I understand you’re a great lower"
BRANDING
"I’m a great lover"
MARKETING
BUILDING A BRANDCOMMUNICATION
BEHAVIOUR
PERSONALITY
2. Creating behaviours: _ Modern identity _ Design system _ Ubiquitous and mobile _ Personalisation _ User centricity _ Easy to transact with
1. Developing a personality: _ Brand essence _ Unique mission _ Tone of voice _ Strong narrative _ Unique content _ Architecturally driven
3. ‘Baked’ in communication: _ Channel agnostic _ Shareable content _ Socially connected _ Widget driven _ Physical and digital
BRANDS ARE LIKE US
Behaviour
Personality
Communication
We have a mission in life, values, morals and our very own nucleus and intrinsic and extrinsic qualities.
Based on different on different triggers, we change our mood, looks and behaviour
We connect and adapt to different people and the environment around us.
Co
ntro
l
Situation analysis Objectives A
ctions Tactics
Stra
tegy
SO
ST
A
C Concepting
Pro
toty
ping
& U
ser T
esting Discovery
Approval Stakeholder analysis
Personasegmentation
Competitoranalysis
Content strategy
Flows ofcontrol
InformationArchitectureArt direction
Wireframing
Prototyping
Usability testing
Measure &iterate
1
2
3
4
5
67
8
9
10
11
12
User Centred Design
The SOSTAC planning system
SOSTAC UCD
Strategy
Prot
otyp
e
Design
PREPARE FOR “AI” ASSISTANTS
The major tech firms are heavily invested in AI search.
Google Now Cortana Siri Alexa
How personal assistants develop their AI
Google Now Cortana Siri
• Cloud-basedProfile • Cloud-based • Device-basedEmail • Gmail • Mail on Windows • Mail on iOSSearch • Google • Bing • N/ABrowsing • Chrome • Edge • N/ALocation • Google apps &
devices• Microsoft apps &
devices• Device History
Calendar • Google • Calendar on Windows
• Apple Calendar
News • Google News • Cortana notebook • Apple NewsFinance • Google Finance • Cortana notebook • Apple Stocks
Alexa
• Device-based• IFTTT• Amazon • Bing
• N/A
• BBC etc’• Gobby Apps
“Siri call me an Uber"
"Who's winning the Cubs game?"
“Who won the premier league"
According to comScore, 50% of all searches will be voice searches by 2020.
Animate google search first followed by Siri
AI TIPS FOR CONTENT MARKETERS
Develop website content with a conversational tone and providing specific answers to users’ questions.
Content answering specific questions will make your website a go-to resource and more favourable to AI.
INTRODUCING THE COMMUNICATIVE BOT
Are bots the new apps?
20%
10%
18%
51%
Current app usage
September 22, 2015 - comScore Whitepaper, The 2015 U.S. Mobile App Report
PRIMARY USED APP
SECOND
MOST USED APP
THIRDMOST
USED APP
ALL OTHER APPS
WILL THERE SOON BE A “BOT FOR THAT?”
Bots can streamline customer support, operations and enhance the customer experience.
They live on servers and typically are easier to develop than apps allowing users to interact with them anywhere
The main engine within bots for FB messenger is the Send/Receive API; which helps to train the bot using samples.
MICRO MOMENTS
Introducing micro moments
Dreaming
Mobile has forever changed what we expect of brands. It's fractured the consumer journey into hundreds of real-time, intent-driven micro-moments.
Exploring
DoingBookingI-want-to-doI-want-to-buy
I-want-to-know I-want-to-go
1 2
3 4
WHY MICRO MOMENTS?
Source: searchengineland.com
User searches are moving away from short tail queries, to longer tail, conversational questions (due to mobile / AI).
Micro-moments capitalises on contextual persona search ‘states’ of knowing, going, buying and doing.
Frequently answered snippets appear higher in SERPs, so, by understanding and answering user questions our content can prevail.
This concept works works with other advances such as Google RankBrain that help to suggest future search results to users.
Reimagine keyword research using answerthepublic.com formulates the what, why, when and where
• Mobile first: Google will prioritise responsive content first.
• Group FAQs and similar topics on one page within a narrative.
• Use typographical semantics so moments are grouped within H2s.
• Try to use short sentences below the header as a summary.
• Use anchor tags so users can go to different content on same page
Optimising content for a featured snippet
LEGO land in NYC - Building an “experience wheel”
Use keyword modifiers to help with framing your micro-moments
Prepositions: (Keyword) + With, Without, Versus, Near, Like and For.
RETAIL EXAMPLE
TIPS FOR CONTENT MARKETERS
It is important to examine, review the context and dissect the search results depending on the industry
Google takes into account the context of each search term and displays most relevant results
You can optimise content for Google’s Instant Answers (Featured Snippets) gaining more SERP real estate
IMMERSIVE AR/VR
44 44
Source: https://i.ytimg.com/vi/Yv04zg7buqE/maxresdefault.jpg
GOOGLE CARDBOARD
Many major tech firms are well vested in VR and AR
FACEBOOKOCULUS RIFT
SAMSUNGGEAR
PLAYSTATIONVR
MICROSOFTHOLO LENS
+
BUY THIS
21 3 4 5
AWARENESSUser gets idea to buy something
RESEARCH / EXPLORE
ENGAGEMENTUse mobile with VR headset to
experience a new way of shopping
CONSIDERATIONSelect item using
VR headset
PurchaseCheckout from mobile,
desktop, or tablet
Virtual reality consumer journey
How brands are adopting VRVolvo Reality: XC90 VR test drive
How brands are adopting VRJW Marriott Teleporters
How brands are adopting AR
Inkhunter allows you to visualise how a tattoo might look
on your body
How brands are adopting AR/VRPokémon Go
“By 2020, AR/VR could be worth $150 billion, with AR taking the lion’s share around $120 billion and VR at $30 billion.”
source: digi-capital.com
TIPS FOR CONTENT MARKETERS
AR/VR is a more cutting edge tactic adopted by forward thinking companies to bridge the physical & digital world.
Marketers should remember that AR is not about creating a completely new reality, it’s about enhancing what already exists.
CONCLUDING THOUGHTS
SUMMARYIts never been more important to test and validate your marketing strategies including messaging on real users
Underpin your channel tactics with a cohesive brand direction that everyone understands (SOSTAC)
The channels themselves are all quite different but there is an overlap; micro-moments and UCD can help to facilitate that
@CYBERDUCK_UK
THANKS FOR LISTENING
All images in this presentation are copyright of their
respective owners