Digital Experiences for 2013: Trends, Predictions and Action Items
-
date post
17-Oct-2014 -
Category
Business
-
view
17.185 -
download
2
description
Transcript of Digital Experiences for 2013: Trends, Predictions and Action Items
![Page 1: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/1.jpg)
Digital Experiences for 2013Trends, predictions and action items
![Page 2: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/2.jpg)
Here’s what you need to know for digital success in 2013:
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. Zero Moment Of Truth2. Agile Marketing
3. Content Is Still King4. Mobile, Mobile, And Mobile
5. Responsive Design6. Gamification
7. Shift Responsibility For The Social Experience8. Get Personal
9. It’s The Data, Dummy
![Page 3: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/3.jpg)
1. Zero Moment Of Truth...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
The moment they choose to love or hate you
![Page 4: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/4.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
How To Win At The Zero Moment Of Truth• Have the X factor (sorry, it’s true)• Be aesthetically pleasing• Be highly relevant• Message• Image• Content & offer• Context
• Be valuable• Be meaningful• Be local• Be personal
![Page 5: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/5.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Action Item: Read ZMOT
![Page 6: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/6.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Action Item: Read Seven truths for designing great customer experiences
![Page 7: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/7.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Action Item: Read great user experience leads to conversions
![Page 8: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/8.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Your takeaway is....
....Great user experience matters.
![Page 9: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/9.jpg)
2. Agile Marketing
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
![Page 10: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/10.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
What Is Agile Marketing?
• Short range planning & execution• Speed & adaptability• Flexibility• Small definable chunks• Short, measurable bursts• Tested and data-drive
Working through an adaptive process, where highly collaborative teams work in a series of short cycles. Focus on getting the right things done to hit goals that ultimately drive more revenue.
Agile marketing emphasizes:
![Page 11: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/11.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
What Is Agile Marketing Looks Like...
![Page 12: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/12.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
How Does Agile Marketing Relate To Your Digital Experiences?
• Always stay in “experimentation” mode, try different things, test your ideas, don’t make assumptions about what will/will not work.
• Keep your digital experiences manageable — what can be accomplished in an hour? Or a day? Or 3 days? The key is to think “disposable” when it comes to campaign experiences.
• Don’t over invest time, budget or resources into digital experiences that may not be effective or may need to be adapted over time.
![Page 13: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/13.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Action Item: Free guide to agile from agilemarketing.net
![Page 14: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/14.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Action Item: Subscribe to agilemarketingblog.com
![Page 15: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/15.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Action Item: Subscribe to chiefmartec.com
![Page 16: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/16.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
An explosion of traffic sources....
NicheSocialEmailOrganic searchPPC searchPR/viral/buzzPrintBroadcastDirectQR
....Requires an explosion of trackable, tested, highly relevant pages. Agile is the only way.
![Page 17: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/17.jpg)
3. Content Is King...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
still
![Page 18: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/18.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
...but you already knew that.
![Page 19: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/19.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
74% of marketers say they use content marketing for customer acquisition
71% for lead generation
Source: 2013 B2B Content Marketing Benchmarks
![Page 20: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/20.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
To put your content to work for more leads and customers, move from passive to active
content marketing.
![Page 21: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/21.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Passive - May help build brand awareness- May help generate website traffic
- Not effective at generating leads or acquiring customers
Active- Builds acquisition into context
- Includes call-to-actions to capture leads, newsletter subscriptions, social interaction, etc.
![Page 22: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/22.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Many content tactics lend themselves to being framed in active content marketing:
• eNewsletters, both individual issues and ongoing subscriptions
• Case studies• Videos• In-person events• White papers• Webinars/Webcasts• Research reports• Microsites• Branded content tools• eBooks• Virtual conferences
![Page 23: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/23.jpg)
4. Mobile, Mobile, And Mobile
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
![Page 24: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/24.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
In 2013, mobile phones will overtake PCs as the most common web access device worldwide.
’’’’
![Page 25: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/25.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Regardless of device, an effective experience is a must.
![Page 26: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/26.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Get in front of users when they are mobile.
![Page 27: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/27.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A mobile ad...
![Page 28: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/28.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
...should lead to a mobile experience.
![Page 29: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/29.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Be ready in case the user is mobile.
![Page 30: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/30.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Every ad...
![Page 31: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/31.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
...could be clicked by a mobile user.
![Page 32: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/32.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
It’s more than just mobile. It’s proximity too.
![Page 33: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/33.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
The future isn’t about mobile; it’s about mobility.
’’’’
![Page 34: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/34.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
People use their mobile devices on the go, to research, to locate products, or stores...
![Page 35: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/35.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
tap into the power of mobile...
![Page 36: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/36.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
... to be highly localized.
![Page 37: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/37.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Marketers aren’t meeting mobile user expectations today
![Page 38: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/38.jpg)
Action item: Go mobile. Now
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
![Page 39: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/39.jpg)
5. Responsive Design
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
![Page 40: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/40.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A single page designed for optimal viewing across devices.
![Page 41: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/41.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Action Item: Research responsive design
![Page 42: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/42.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Action Item: Do some limited tests on your landing experiences to see if it raises conversions.
![Page 43: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/43.jpg)
6. Gamification
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
![Page 44: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/44.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
![Page 45: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/45.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Gamification....Engaging ways to immerse/reward/encourage/entertain your customer in your brand.
![Page 46: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/46.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Action Item: Get gamification-inspired
![Page 47: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/47.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Action Item: Don’t go gamification-crazy
![Page 48: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/48.jpg)
7. Shift Responsibility For The Social Experience
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
![Page 49: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/49.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Lines are blurred across paid, owned and earned media....
...Don’t assume because it’s earned that you don’t have responsibility for it.
![Page 50: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/50.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Action Item: Take responsibility for shifting social interactions back to your hub
Your web...your experiences...your audience
Social & niche sites: You need to be there, and be active, but be wary of abdicating responsibility for your brand interactions to other sites...sites you don’t control who can change the rules on you.
![Page 51: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/51.jpg)
8. Get Personal
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
![Page 52: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/52.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
It’s A Highly Personal World... People Expect To Be VIPs
![Page 53: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/53.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Online Experiences Can, And Should Be, Personal Too
![Page 54: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/54.jpg)
Action Item: Be more specific
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Name• Progressive forms• Region/Location• Language• Search query• Previous behaviors• Time of day• Time of year• Browser (mobile, responsive)• PURLs
Experiment with introducing these elements on your experiences to lift conversion rates:
![Page 55: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/55.jpg)
Action Item: Read up!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
![Page 56: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/56.jpg)
9. It’s The Data, Dummy
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
![Page 57: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/57.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
You have to know the data beneath the surface
![Page 58: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/58.jpg)
Action Item: Check out these "big data/big testing" case studies
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
![Page 59: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/59.jpg)
Here’s what you need to know for digital success in 2013:
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. Zero Moment Of Truth2. Agile Marketing
3. Content Is Still King4. Mobile, Mobile, And Mobile
5. Responsive Design6. Gamification
7. Shift Responsibility For The Social Experience8. Get Personal
9. It’s The Data, Dummy
![Page 60: Digital Experiences for 2013: Trends, Predictions and Action Items](https://reader034.fdocuments.net/reader034/viewer/2022051207/5440f1e3afaf9f36248b45b0/html5/thumbnails/60.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
We help brands craft amazing digital experiences that work.
Find out more:http://www.ioninteractive.com