1. Digital Marketing - Its a Complex World

WSI – Harnessing DigitalBoca Raton Florida, 2014

Who is WSI?

• Founded in 1995

• World’s largest digital agency network

• 1000+ offices

• Operating in 87 Countries

©2014 WSI. All rights reserved.

Our Corporate Partners

Award Winning Work


The world has changed during the last 20 years…

WSI Model

• Digital Guide…a “Digital Sherpa”


Your Digital Guide Book

• Digital Minds – by WSI’s Digital Consultants

• 5 Star Rating with Amazon


A Few Ideas….

This is not just for high tech companies

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


Begin with Strategy

• Business leaders often choose Actionbefore Strategy

Begin with Strategy

• Business leaders often choose Actionbefore Strategy

Ready Fire Aim

The digital equivalent to thisin the offline world

Or this…

Or this…

Or this…


• 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


Mobile

OVER 93%OF SITES

NEED TO BERE-DEVELOPED

FOR MOBILE

Mobile

• Required - Responsive or Adaptive site

Mobile


• User Interaction Analysis (UIA)– Not just same navigation on different devices

Mobile


• User Interaction Analysis (UIA)– Not just same navigation on different devices

• Native apps

Social

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

• Twitter

• Google+

• Pinterest

• LinkedIn

• Facebook

Social


• Twitter

• Google+

• Pinterest

• LinkedIn

• Facebook

• Monitoring properties– Sentiment analysis

– Harnessing your happy customers

– Reputation management

Social


• 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


Driving Traffic


Driving Traffic


• Content marketing – inbound marketing– Platform leverage

Remarketing – Secret Weapon


Google Advertising

• INSERT REMARKETING IMAGE


• Increases campaign cost by 15-20%

• Increases performance by 50%

• Story boarding

• Powerful branding impact is the bonus

Are You Ready for Television?


The Power of Video Advertising



WSI Video Broadcast Network


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!


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



“100,000 Kilos today…32nd

square”


461 billion metric tons –

a mountain of opportunity


Thank YouDigital Summit – Boca Raton, September 2014

Documents

1. Digital Marketing - Its a Complex World