Maintaining the competitive edge in the digital age: Crafted IoD presentation

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MAINTAINING A COMPETITIVE EDGE IN THE DIGITAL AGE

PART 1

Tom Gillman Business Development Director

verb [ with obj ]

exercise skill in making (something):

he crafted the chair lovingly | (as adj. crafted) :

a beautifully crafted object.

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Some of our clients

Grain. Seed. Fertiliser

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•  Why I should care about digital

•  How I can get more out of my website

•  Which digital channels are right for me

•  How can I use digital to influence my customers and prospects

Workshop aims

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“There is no reason anyone would want a computer in their home.” - Ken Olson, (Founder) Digital Equipment 1977

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What is digital marketing?

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Why is digital so important?

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Digital landscape

288 million

monthly active users

665 million

daily active users

200+ million

users

29.1 million

UK smartphone users by 2015

Sources: Econsultancy, SoDA, Gartner

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IN Q1 2013 Tablets exceeded traditional desktop devices for conversion rates for the first time Source: Monetate Q1 2013 Ecommerce Quarterly

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43% of all online shoppers are fans and followers of the brands they buy

Source: Harp Social

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45 MILLION people view SlideShare presentations each month Source: SlideShare

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2.5% of company revenue on average is spent on digital marketing Source: Gartner

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41% of marketers say that savings from digital marketing are reinvested Source: Gartner

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UP TO 50% of digital marketing activities are outsourced Source: Gartner

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•  Size doesn’t matter – level playing field

•  Cost effective (compared to traditional)

•  Easy to measure

•  Real-time impact / results

•  Ready for refinement

Why is digital so important? •  Far greater exposure

•  Viral potential

•  Two-way

•  It’s where your customers are

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•  Security

-  Scammers

-  Provide peace of mind  

•  Updates

-  Frequent

-  Relevant

-  Managed  

But be aware… •  Cost

-  It’s not free

-  Be aware of hidden costs

-  Follow a budget

-  Develop a strategy  

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•  An extension of your offline plan (if you want)

•  Customer centric – their insight & needs

•  Digital – your other flexible friend

•  Realistic goals

•  Rolling-review & update

Yet another marketing strategy?!

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Where are you now? Understanding your business

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Revisit your understanding of… •  Customers

•  Market

•  Competitors

•  3rd party influencers

•  Macro environment

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•  Assess your capabilities

-  Time

-  Resource

-  Skills

Internal

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Image by Erich Ferdinand “erix” (Flickr)

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Objective setting •  What does success look like for you?

•  Can you measure it?

•  Regularly monitor and review

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Creating your strategy Planning, implementation & beyond

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Getting started •  Targeting

•  Positioning

•  Choosing the right channels

Image by Lefteris Heretakis “heretakis” (Flickr)

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•  2.4 billion global internet users (2012)

•  Digital information created & shared grew x9 in 5 years

•  74% of businesses believe user experience is key for improving sales

•  Mobile users reach to phone 150x per day

•  ‘Always-on’ likely to increase with wearable

Where do I start?

Sources: KPCB, eConsultancy Image by Max Braun “maxbraun” (Flickr)

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INCREASING WEB SALES AND ENQUIRIES

Barnie Mills Head of Design

verb [ with obj ]

exercise skill in making (something):

he crafted the chair lovingly | (as adj. crafted) :

a beautifully crafted object.

Our approach

What we don’t do ✗ Design for the sake of design ✗ Create one-size-fits-all designs ✗ Design for our own tastes

What we do ✔ Design for function ✔ Design for the user ✔ Create a bespoke solution for each client

What the next hour is not about

• Hard and fast-rules with a guaranteed ROI

• A silver bullet to boost your web sales

• The secret button colour that will guarantee clicks!

What the next hour is about

• Using design to engage users

• Quite a lot of common sense

• Some tools to see if it all works

• Hopefully, a way to remember it all…

• Somewhere easy to find and to get to

• Somewhere that your date will be comfortable with

• Somewhere that suits the occasion

1. Choose a venue

Where are they from? How do people arrive at your website?

Source Medium Google organic/cpc/referral

Bing organic/cpc

Facebook referral

Google shopping cpc

Yahoo organic/referral

Outlook direct

The homepage (Arranging to meet under the clock at Waterloo Station)

• Easy to offer a wide range of options

• Expectation is not as clearly defined

• Harder to plan in advance

Image by Elliott Brown “ell-r-brown” (Flickr)

Landing pages (Arranging to meet at the cinema)

• Expectation is predefined

• We have a much better idea of what is going to happen

Photo: ScypaxPictures, www.flickr.com

• Fairly self-explanatory - fashionably late won’t work

2. Turn up on time

Page load We could have failed before we’ve started

Every second loading = 0.65 increase in bounce rate!

Mobile The pre-date traffic jam!

•  Breaking the 1000ms Time to Glass Barrier

•  Average currently 4800ms

•  400ms latency on 3G!

Source: http://youtu.be/Il4swGfTOSM

We can’t ignore it

20% of adults own a tablet

Mobile Operators Association (MOA) and

YouGov

Over half of Britain owns a smartphone

(Ofcom)

• People form an opinion within 30 seconds

• First impressions are hard to reverse

3. Make a good first impression

It is especially important online…

The average time spent on a webpage is

25 seconds

On average, visitors only read around

20% of content

One in five visitors leave a site within

5 seconds

The 5 second rule

(not this one!)

Image by Daniel Oines “dno1967b” (Flickr)

Am I in the right place?

• Is the core message obvious?

• Can I see a reference to what I’m looking for?

Am I interested? • Does it meet my expectations

at first glance?

• Do I care / empathise in any way?

Do I trust you?

• Is the site well presented

• Does the site look professional

• Can I see any evidence that the site is trustworthy?

Image by Tattoo_Lover “tattoos-nu” (Flickr)

What next?

• Is there a clear call to action?

• Is there an obvious way to explore the site further?

Some examples…

www.wiggle.co.uk

• What activities does this site cater for?

• What are 3 of the company’s USPs?

www.mailchimp.com

• What service does the site offer?

• Why might you choose it over competitors?

Any ideas?

• What service does the site offer?

Dress appropriately!

Image from allfancydress.com

Dealing with devices

• How will your content display

• How will users interact

Responsive web design

• Adapts to suit screen size

• Agnostic to device (in the most part)

• A single site to maintain

• A single set of analytics

• Google recommends responsive for mobile

Breakpoint 1

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Breakpoint 2

Breakpoint 2

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Breakpoint 3

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Breakpoint 4

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Calls to action (CTAs)

Calls to action (CTAs) What is a call to action?

(I probably flash and play the theme from The Apprentice every 30 seconds)

Call us today 0800 123 456

The easy wins…

• BIG

• PROMINENT

• ISOLATED

• AFFORDANCE

• COMFORT ( I struggled with a clever acronym!)

• Conversation

• Shared interests

• Empathy

• Trust

4. Build trust, build the relationship

Refining calls to action Good looks will only get you so far…

Learn More

(About  what  exactly?    It  is  a  bit  vague)  

Try ‘Blind Date’ Free 60 second sign up

(What  have  I  go  to  lose?)  

A bit more like it

• Lead  with  a  familiar,  easy-­‐to-­‐understand  verb  

• Be  specific  rather  than  generic  

• Add  a  strong  benefit  or  statement  of  value.  What’s  in  it  for  the  user?  

• Suggest  instant  graGficaGon!  

http://copyhackers.com/2012/06/radically-rethink-your-ctas/

Consider

However…

for  most  of  us  simply  having  a  clear,  concise    

call  to  acGon  isn’t  enough  on  its  own.

Supporting content

I wonder if anyone noticed that Call to Action at the very bottom

of the last page!

What happened to prominence?

• build trust

• build empathy

• build desire

Use your content to…

Trust marks

Social proof

Design patterns

Not quite!

Image:  Flickr,  IrishFireside  

Anti-patterns The awkward handshake or unexpected hug!

•  ’Click  here’  

•  ’Tiny  targets’  

•  Beware  the  ‘Novel  NoGon’      (the  designers  shame!)  

A time and a place for innovation

•  Don’t  re-­‐invent  the  wheel  

•  Be  consistent  in  your  approach  

•  Avoid  the  ‘awkward  handshake!’  

Image by Grant Mitchell “anachronism_uk” (Flickr)

• Long term relationships reap greater reward

• Always keep trying

• Sometimes a surprise is good

5. You can just as easily lose trust

Beyond first conversion New vs Returning

New    visitors  

Returning  visitors  

Welcome to the club Newsletters and Accounts

Customer benefits (It’s all for them, honest)

•  Membership  benefits  –  offers,  promoGons  

•  Faster  payment  

•  Make  them  feel  ‘special’  

Who really benefits?

•  Know  your  customer  

•  Target  them  more  efficiently  

•  Increase  customer  value  

Keep in touch

Means Get Agency Paraphernalia!!

Who’s had a good (or a bad) experience online?

Don’t forget old fashioned customer service!

•  Keep  your  promises  

•  Keep  the  human  touch  

•  Give  a  bit  extra  

•  Just  be  nice!  

There is no silver bullet

Testing assumptions

40% Increase in conversion

55% Increase in conversion

Testing toolkit

Summary

Blind date

1. Choose a venue

2. Turn up on time

3. Make a good first impression

4. Build trust

5. Remember, it’s very easy to lose trust!

Thank you, any questions?

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MAINTAINING A COMPETITIVE EDGE IN THE DIGITAL AGE

PART 2

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Choosing the right channels

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Pros

•  It’s about relationships

•  Viral opportunity

•  Show your brand personality

•  Listen

•  Learn more about customers

Social media

•  Low cost of entry

•  Customer service

•  Another arm for crisis management

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Cons

•  Investment in time

•  Long haul strategy

•  Let the brand speak with one voice

•  Know your risk management strategy

•  Loss of control

Social media

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Social media - considerations •  Does your brand fit?

•  Which channels are your customers using?

•  Who will manage your channels?

•  What’s your capacity?

•  What are you trying to achieve?

•  How will you measure it?

•  Be human

•  Be different, give people a reason to engage

•  Be on brand

•  Share regularly

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Pros

•  Relatively low cost

•  Immediate calls to action

•  Quick to deploy (less than direct mail)

•  Segmentation

•  Measurement, testing and improvement

Email marketing

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Cons

•  Deliverability and renderability

•  Email response ‘window of opportunity’

•  Perception of spam

•  Blacklisting

•  Easily ignored

Email marketing

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•  Follow best practice (DMA)

•  Grow your list ORGANICALLY?

•  What’s your ‘honey pot’

•  Data segmentation?

•  Know your spam!

•  Design for the preview pane

•  How will you create value?

Email marketing - considerations

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4 BILLION mobiles in use globally Source: marketing.anchormobile.net/blog/ bid/202428/Mobile-Marketing-Statistics -2013-That-Will-Blow-Your-Mind

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OVER HALF of Britain owns a smartphone Source: Ofcom

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31% OF SITE TRAFFIC in the UK is from mobile Source: Mobify

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MORE TIME is spent on mobile media by adults, than they do on newspapers and magazines combined Source: marketing.anchormobile.net/blog/ bid/202428/Mobile-Marketing-Statistics -2013-That-Will-Blow-Your-Mind

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MOBILE BROWSING is expected to overtake desktop browsing by 2014 Source: Microsoft Tag

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40% OF EMAIL is now opened on mobile devices Source: Knotice

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USERS RUN 43 APPS on average Source: mobileapptesting.com

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OVER 2 HOURS PER DAY on average is spent on mobile apps Source: mobileapptesting.com

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Pros

•  Works offline

•  Talk to your customers (push notifications)

•  Better ‘front of mind’ reference

•  Access to device specific functionality (camera, accelerometer)

Mobile app

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Cons

•  Potentially expensive option

•  App store – rules, reviews and revenue

•  1 in 4 apps abandoned after initial use

Mobile app

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Pros

If your goal is to attract more customers and increase conversion, then consider a mobile website:

•  Accessible to search

•  Improved user experience over desktop site

•  A single platform

•  Likely to be more affordable

•  25% of UK consumers have purchased via mobile

Mobile website

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Cons

•  It’s not a responsive website!

Mobile website

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In summary •  Let insight guide your choices

•  What does my customer really care about?

•  Capability and sustainability are vital

•  It’s a long-term commitment

•  Review, adapt and evolve

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“Why waste a sentence saying nothing?” - Seth Godin

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INFLUENCING CUSTOMERS IN THE DIGITAL AGE

Ian Miller Search Director

verb [ with obj ]

exercise skill in making (something):

he crafted the chair lovingly | (as adj. crafted) :

a beautifully crafted object.

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How is PR changing?

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I PR

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Image by Ben Gallagher “bengallagher” (Flickr)

Ultimately it’s a story

UNDER THE INFLUENCE OF DIGITAL, PR IS TRANSFORMING

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Image by Sham Hardy “xshamx” (Flickr)

Everything is amplified

Image by Joe Green “joeandsarah” (Flickr)

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Image by The U.S. National Archives “usnationalarchives” (Flickr)

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Image by Hotel de la Paix Genève “hoteldelapaixgeneve” (Flickr)

Infinite Choice

Why the rush towards digital?

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Source: Pew Research Center  

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Source: http://garstontowers.blogspot.co.uk/2013/04/graphs-of-uk-newspaper-circulation.html

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Source: http://www.guardian.co.uk/media/abcs

We’re moving online

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Tier 1 Trade press Newspapers

Tier 2 Authority websites

Industry associations & events Professional bloggers

Tier 3 Niche websites Hobby bloggers

Forums & communities Social media hubs

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TRADITIONAL PR

ONLINE PR

Tier 1 Trade press Newspapers

Tier 2 Authority websites

Industry associations & events Professional bloggers

Tier 3 Niche websites Hobby bloggers

Forums & communities Social media hubs

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PR IS LIKE A DINNER PARTY

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Image by manhhai (Flickr)

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What your business is

interested in

What your customers are interested in

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PR in the digital age

MACRO & MICRO

PUBLIC RELATIONS

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SOCIAL MEDIA

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CONTENT IS FIRE

SOCIAL MEDIA IS GASOLINE

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YOU CAN TURN IT AROUND

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Be prepared, online and off •  Ship grounded during the evening of Friday 13th January 2012 •  First offline PR was 14 January (PM) •  First news conference with CEO was held 16 January •  Online had:

•  35,000 tweets •  10,000 blog mentions •  34,000 new mentions online •  4,500 YouTube video mentions

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OFFLINE OR ONLINE?

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Image by Ruben Alexander “the-wanderers-eye” (Flickr)

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Where do I begin?

We all start somewhere

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#1 - Planning

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“In god we trust… all others bring data” - Edward Deming

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ONLY 11% OF MARKETING DECISIONS ARE BASED ON DATA

Source: Adobe/Econsultancy Quarterly Digital Intelligence Briefing 2013

#2 – Leverage any opportunity

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3185 shares

1545 tweets

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#3 – Show what you hide

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http://www.youtube.com/watch?v=oSd0keSj2W8

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#4 – Create your own news

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#5 – Think beyond words

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taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23

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CONTENT IS CUSTOMER SERVICE

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#6 – Sometimes, normal is OK

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70 20 10

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#7 – Listen

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CONTENT IS CUSTOMER SERVICE

http://www.google.co.uk/trends/explore

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CONTENT IS CUSTOMER SERVICE

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CONTENT IS CUSTOMER SERVICE

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#8 – Identify influencers

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CONTENT IS CUSTOMER SERVICE

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INFLUENCE

INFLUENCE

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Tier 1 Trade press Newspapers

Tier 2 Authority websites

Industry associations & events Professional bloggers

Tier 3 Niche websites Hobby bloggers

Forums & communities Social media hubs

#9 – Reach out

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#10 – Evaluate

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Image by Marco Estrella “marcoestrella” (Flickr)

#11 – Get reading

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The Business of Influence Philip Sheldrake

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Image by Stefany “steffypeeageayemm” (Flickr)

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Thank you •  Slides

•  Business on a bike – 4th July

•  Digital Bites – October

•  Newsletter

•  Follow @craftedmedia

•  Coffee & a chat

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Ipswich Studio 32 Fore Street, Ipswich, IP4 1JU T: +44 (0) 1473 322841 E: [email protected] London Office

Clerkenwell Workshops, 27/31 Clerkenwell Close, London, EC1R 0AT T: +44 (0) 20 3393 3852 www.crafted.co.uk

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Iconography from The Noun Project iPhone, iPad (Andreas Bjurenborg), Computer, Shopping Cart, Cursor (Brandon Keelean), Presentation (Joris Hoogendoorn), Coins (Mike Hince), Arrow (P.J. Onori), Earth (Francesco Paleari), Sun (Olivier Guin), Fire (Diego Naive), Gasoline (Mitchell Geere),

Credits