Harnessing DigitalNovember 2014

Who is WSI?

• Founded in 1995• World’s largest digital agency network• 1000+ offices• Operating in 87 Countries

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Our Corporate Partners

Award Winning Work

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The world has changed during the last 20 years…

WSI Model

• Digital Guide…a “Digital Sherpa”

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Your Digital Guide Book

• Digital Minds – by WSI’s Digital Consultants

• 5 Star Rating with Amazon

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This is not just for high tech companies

“75% of the digital economy is delivered by traditional companies in traditional industries”

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A Few Ideas….

Begin with Strategy

• Business leaders often choose Action before Strategy

Begin with Strategy

• Business leaders often choose Action before Strategy

Ready Fire Aim

The digital equivalent to this in the offline world

Or this…

Or this…

Or this…

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• Great resources available for research

• Appoint 1 person to own the strategy (one of your smartest)

• It’s as much about the questions as the answers

Understanding the Landscape

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Mobile

OVER 93%OF SITES

NEED TO BERE-DEVELOPED

FOR MOBILE

Mobile

• Required - Responsive or Adaptive site

Mobile

• Required - Responsive or Adaptive site• User Interaction Analysis (UIA)

– Not just same navigation on different devices

Mobile

• Required - Responsive or Adaptive site• User Interaction Analysis (UIA)

– Not just same navigation on different devices

• Native apps

Mobile

• Required - Responsive or Adaptive site• User Interaction Analysis (UIA)

– Not just same navigation on different devices

• Native apps• Geo-fencing

Social

• Have you claimed your properties?– Consistency of content – critical for SEO

• Twitter • Google+• Pinterest• LinkedIn• Facebook

Social

• Have you claimed your properties?– Consistency of content – critical for SEO

• Twitter • Google+• Pinterest• LinkedIn• Facebook

• Monitoring properties– Sentiment analysis– Harnessing your happy customers– Reputation management

Social

• Have you claimed your properties?– Consistency of content – critical for SEO

• Twitter • Google+• Pinterest• LinkedIn• Facebook

• Monitoring properties– Sentiment analysis– Reputation management

• Social Selling– Lead generation shift

Driving Traffic

• PPC – enhanced campaigns – device, location, time• Understanding the levers

– Do you want to be #1?– Quality score – cost and ad position– Elasticity of demand – leverage the business

cycle

Understanding Business Cycles

Driving Traffic

• SEO – AdaptiveSEO

Driving Traffic

• SEO – AdaptiveSEO

Driving Traffic

• SEO – AdaptiveSEO

Driving Traffic

• SEO – AdaptiveSEO• Content marketing – inbound marketing

– Platform leverage

Remarketing – Secret Weapon

Remarketing – Secret Weapon

Google Advertising

• INSERT REMARKETING IMAGE

Remarketing – Secret Weapon

• Increases campaign cost by 15-20%• Increases performance by 50%• Story boarding• Powerful branding impact is the bonus

Are You Ready for Television?

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©2014 WSI. All rights reserved.

WSI Video Broadcast Network

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Lead Attribution

Lead Attribution• Analytics

– Solving the Wanamaker Dilemma– Customer discoveries – demo/psychographics– Discoveries about those not buying

Lead Attribution• Analytics• Call tracking

– Have you killed the goose that lays golden eggs?

Lead Attribution• Analytics• Call tracking• Speed to lead (MIT/Harvard Research)

– 1 vs. 2 hr response – 7 times more likely to contact

Lead Attribution• Analytics• Call tracking• Speed to lead (MIT/Harvard Research)• Call management

Testing

• Landing Page Optimization• Digital Alchemy

– Traffic costs don’t change, but results do!

• Multivariate analysis

Landing Page Optimization

Landing Page Optimization

PAGE A:

PAGE B:

WHICH PAGEPEFORMED THE BEST?

A B

A B

PAGE B GENERATED:24% MORE SALES47% INCREASE IN REVENUE PER VISITOR

PAGE A:

PAGE B:

A B

WHICH PAGEPEFORMED THE BEST?

A B

PAGE A GENERATED:40% INCREASE IN SALES41% INCREASE IN REVENUE PER SALE

ORDER TODAY

MARKETERS ALWAYS MEASURE!

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Yet the internet is still in its infancy…the real opportunity is ahead

The Internet is Still in its Infancy

“The Internet will grow more in the next 5 years than it has in the last 25 years combined!”

Ray Kurzweil

©2014 WSI. All rights reserved.

©2014 WSI. All rights reserved.

“100,000 Kilos today…32nd

square”

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461 billion metric tons – a mountain of opportunity

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Thank YouNovember, 2014