Digital StrategyElevating Your Strategic Perspective

• You are here to:

• Learn. Think. Grow. Network.

• In this session I will share:

• Two thoughts on why you need to elevate

• Three habits to help you elevate

Elevating Your Strategic Perspective

Started Search Agency Sharplink in 2001

Long enough ago to be penalized by Florida

Founded B2B Agency Faction Media in 2005

First recognized/awarded B2B Domain relocation

Nominated for SEMPO Board of Directors in 2008

3 years on Inc’s 5000 fastest growing companies

Developed Strategy practice at Siteworx in 2014

Elevated digital direction for 25+ Fortune 1000 clients

Steve Riegel – Why I am on the Soapbox today?

7 Minute Perspective

Just two things to think about,

Search is growing more

complex…

Search is consistently changing, its why you are here…

Search Marketing makes up 47% of Online

Advertising Spend with paid options expanding

across tactics and channels to target audiences

SEO tactics continue to evolve across Content,

Links, Local, Negative, Authorship, Mobile and

Social to address algorithmic needs

The Search technology/SAAS ecosystem is

expanding from tracking positioning, to link

analysis, to content/format suggestions to digital

integration to ad buying

…you are trying to stay educated to elevate above everyone else

Your organization

Your clients

Your competitors

Marketing Consultants

Denver’s Agencies

Agencies beyond Denver

Google’s Marketing Agencies Map of Denver

…but you should understand, Marketing is growing in complexity

and this requires elevated strategic

conversations.

Marketing technology options are driving complexity…

Evolution of search Over 2,000 marketing

named technology

platforms across 43

categories ranging from

experiences to buying to

Marcom

Over $25 billion spent

across these options in

2014

Marcom is weighing in on

Business & IT operations too

…and marketers are struggling to set a strategic direction

While Digital ad spending rose 17.7% in 2014 and

will rise another 15.5% in 2015, fueled by mobile

efforts…

…the Forrester/DMN Q4 2014 North American

Digital Marketing Online Survey revealed that

Marketers are unclear as to what works for

them digitally because of gaps in strategy,

execution, skills, and technology.

• Nearly 100% believe digital will play a

significantly important role in their

marketing strategy

• 53% said their approach to digital

marketing is more tactical and reactive

than strategic

• 43% are still experimenting with digital

marketing and do not yet know what

works.

- Forrester Research Apr 7, 2015

Client Side Perspective

Marketers have a lot of things to think about (including search)…

Evolution of search

Marketing & Customer Strategy eCommerce & Digital Development Content & Campaign Management

Purpose Platform Practice

VisionMaturity Modeling, Roadmaps,

Forecasting, Financial Modeling, Vendor

Selection, Summits (QBR’s)

Digital Experience

StrategyBusiness Objectives, Digital, Creative, Content,

Technology & Information Architecture, Resources,

Processes, Assessment & Recommendations

ResearchPrimary/Secondary Research, Competitive

Analysis, Customer/User Experience/Prospect,

VOC, Segmentation, Gap Analysis

Customer ExperienceDigital Experience, Omni-Channel Persona

Development, Creative Direction, Journey

Mapping, Experience Valuations

Mobile/WebInstallation, Front/Back Dev, App Design, QA,

Interface Design, Integration, Migration, UAT,

Configuration, Managed Services/Hosting, Support

eCommerce/PIMInstallation, QA, Integration, Managed

Services/Hosting

Automation/SystemsIntegration, Configuration, QA, Digital

Asset Management, CRM, Marketing

Automation

ExperimentalInterface Design, Interactive

Experiences, Digital POS, QA

Content/ExperientialMultichannel Experience Design, Brand and

Identification Systems, Visual Design,

Production, Digital Engagement, Storyboard

Campaign ManagementChannel or Omni (Search, Social, Email, Display,

Mobile), Design, Execution, Lead Management,

Operations

Data Management & ReportingCollection, Integration, Hosting,

Ongoing Reporting & Analysis,

Dashboards, Quarterly Reviews

Analytics & OptimizationImplementation, Campaign, Conversion

Funnel, Spend, Cross-Sell/Up-Sell, Lead

Scoring, Testing & Targeting, Predictive

Devices

Channels

Systems

PURPOSE PLATFORM PRACTICE

…to execute innovative marketing efforts across all things digital …

Coke Cola Merging Form and Function 2014 – Personalization, Location and Scale

…and even beyond “traditional digital”. The possibilities are

expanding. Home Depot Mobile App – In App Beacons, Store Traffic and Opportunities 2015

So what does this mean …

you will need to develop habits

to elevate your strategic

perspective.

3 Habits to Elevate Your Strategic Perspective

Ask when its implied

Keeping asking until clarity

Playback audience viewpoints

Internally and externally

Be more than Hands

ASK WHY

Develop Strategic Elevation

THINK BIGGER

Gather information

Place context into your content

Create Perspective

STOP AND MAP DIRECTION

Align tactics to business goals

Prioritize Objectives

Link tactics to Biz outcomes

STOP AND MAP DIRECTION THINK BIGGERASK WHY

Marketers are focused on tactics, help them set direction by getting them to articulate the why behind the tactics

Situation C

usto

mer Fix out of warranty

Dishwasher

What is wrong?

When can I fix it?

Service? Parts? Me?

Give me my options cleanly.

Don’t frustrate me.

Google Search for ”Brand

Dishwasher will not start."

Land me where it makes

sense to solve my problem.

Diagnosis my options

Objective Data Collection Personalize DisplayQuestions Channel

$Optimize Actions

Get my washer fixed

Expose Content &

Capabilities

Dishwasher

info/parts/service

options

What does this person

need?

Terms/referral/location/landing

page/past behavior/customer

info

Personalization/Profiling/Pr

edictive

Manual, Common problems,

Service availability options,

Ease of DIY

Where did you come from?

Where do I talk to you?

Search Engine, but have we

seen you before?

What can we grab? What

do we know?

Brand Dishwasher not

starting, but do we have a

segment or profile? Out of

warranty

Reta

iler

Get the customer what

they need

Display (and test) tools

to make a decision on

what to do next. Learn

what works

Decisioning Layer Activation

Playback on Why – National Retailer DIY vs DIFM

Now that you know the why’s, help them align tactics to business goals by mapping out where things fit and tie to desired outcomes.

Situation

EVOLVEALIGN STOP AND MAP DIRECTION

Vision

Big Purpose Idea

Strategic Outcomes

Growth into New

Target

Segments

Expand share of

wallet in base

Strengthen

Competitive/Operati

onal Position

Consumer

Enablement/Experie

nce

Maximize Channel

Relations

Strategic Objectives

Establish

competitive position

Drive awareness

and action

Maximize

Market Share

Develop/Support

Channel Relations

Acquisition

Engage/Convert

Retention

• Expand Audiences

• Identify/ target

audiences/Geo

• Content Creation

• Personalization

• Paid/Earned/Owned Media

• Easier to access and buy

• Ubiquitous Software

• Ecommerce/Sell

Direct/Sell Channel

• Product Innovation?

• Content Creation

• Personalization

• Social Sharing

• Decisioning Analytics

• Affinity

• Email

• Cost Controls

• Product Innovation?

• Personalization

Emerging products front and

center in digital

communication

Leverage Brand

Strength/Efficiencies

Pre /Post Sale Experience

Support Channel partners

(content, distribution)

Leverage brand strength to

drive awareness and

creditability

Drive interest/adoption

through Information and

toolsets

Establish digital ecosystem

for

activation/Enablement/exper

ience

Recommended Actions Initial Digital Strategies/Tactics

Key Consideration

1 Onsite/Remote

2 Stakeholder Involvement

3 Agency InteractionDeliverables

1 Day to Day Needs

2 Month to Month Projects

3 Monthly Program Management

4 Quarterly Calibration

THINK BIGGERASK WHY STOP AND MAP DIRECTION

• Spending 2-4 hours per month regularly reading up on the industry you are serving

• Seeking out the CEO talking points and spend 1 hour per month to reviewing

• Sharing monthly coffee conversations with trusted marketing friends that you don’t work with

• Combining & organizing this new context into your Strategic content (CRM, notes, journals, etc.)

Think Bigger by

The whys are mapped, the execution is under way, time to think about what’s next

Situation

The Conclusion

Elevating Your Strategic Perspective

Steve Riegel

Marketing is growing in complexity and

organizations are looking for strategic direction to

drive innovative efforts.

To stand out you need to develop three habits to

elevate your strategic perspective. Ask Why, Stop &

Map Direction and Think Bigger!

Steve Riegel

@faction

sriegel@siteworx.com

www.linkedin.com/in/steveriegel