HARNESSING DIGITAL - Schedschd.ws/hosted_files/wsidigitalsummituk2015/5d/UK Digital Summit... · •World’s largest digital agency network ... –Google My Business is just the

HARNESSING

DIGITAL

JULY 2015

• Founded in 1995

• Celebrating 20 successful years in the business

• World’s largest digital agency network

• 1000+ offices

• Operating in 80 countries

Who is WSI

©2015 WSI. All rights reserved.

Our Corporate Partners

Award Winning Work



The world has changed during the last 20 years…

DIGITAL LANDSCAPE

DIGITAL LANDSCAPE

DIGITAL LANDSCAPE

DIGITAL LANDSCAPE

DIGITAL LANDSCAPE

DIGITAL LANDSCAPE

DIGITAL LANDSCAPE

DIGITAL LANDSCAPE

WSI Model

Digital Guide…a “Digital Sherpa”


Your Digital Guide Book

• Digital Minds – by WSI’s Digital Consultants

• International best seller

• 4 languages

• 5 Star Rating with Amazon


This is not just for high tech companies

“75% of the digital

economy is delivered by

traditional companies in

traditional industries”


A Few Ideas….


Begin with Strategy

Business leaders often choose

Tactics before Strategy


"All men can see these tactics whereby I

conquer, but what none can see is the

strategy out of which victory is evolved."

Sun Tzu – The Art of War



Begin with Strategy


Ready, Fire, Aim

The digital

equivalent to this

in 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


Opportunity in Mobile



OVER 78% OF SITES NEED TO BE RE-DEVELOPED FOR MOBILE

46% of Fortune 500

Companies still not

mobile enabled!

Mobile

Required - Responsive or Adaptive site


• Required - Responsive or Adaptive site

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


Mobile



• Mobile driving SEO ranking


Mobile



• Mobile driving SEO ranking

• Native Apps


Mobile

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

• Twitter

• Google+

• Pinterest

• LinkedIn

• Facebook

• YouTube

• Instagram

Social



– Google My Business is just the beginning

Social


My Business Bing Places Apple Maps Facebook Local Directories GPS



• Reputation Management – Harnessing your happy customers

– 1 Star on Yelp = 9% increase in revenue (Harvard)

Social




• Reputation Management – Harnessing your happy customers

– 1 Star on Yelp = 9% increase in revenue (Harvard)

• Social Selling – Lead generation shift

Social


How do we drive traffic?


• Understanding the levers – Enhanced campaigns – device, location, time

– Do you want to be #1?

– Elasticity of demand – leverage the business cycle

Paid Search


Business Cycle Analysis


Remarketing – Secret Weapon




• INSERT REMARKETING IMAGE


• Increases campaign cost by 15-20%

• Increases performance by 50%

• Powerful branding impact is the bonus




Are You Ready for Television?


YouTube ads


WSI Video Broadcast Network

Search Engine Optimization






AdaptiveSEO™ Methodology


• SEO – AdaptiveSEO™

• Content marketing – inbound marketing – Platform leverage




Marketing Automation

100 VISITORS

5% LEADS/

SALES

95% DROUPOUT



100 VISITORS

5% LEADS/

SALES

ANOTHER

5%

LEADS/

SALES

95% DROUPOUT



100 VISITORS

5% LEADS/

SALES MARKETING

AUTOMATION

“What is the value of your list?”


WHAT DO WE KNOW ABOUT OUR PROSPECTS?






Facebook Lookalike Engine






Geo-Tagging







Testing

• Landing Page Optimization

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

• Multivariate analysis


DIGITAL

ALCHEMY

Landing Page Optimization


Landing Page Optimization

PAGE A:


PAGE B:


WHICH PAGE PEFORMED THE BEST?

A B ©2015 WSI. All rights reserved.

PAGE B GENERATED: 24% MORE SALES 47% INCREASE IN REVENUE PER VISITOR

A B ©2015 WSI. All rights reserved.

PAGE A:


PAGE B:


A B

WHICH PAGE PEFORMED THE BEST?


A B

PAGE A GENERATED: 40% INCREASE IN SALES 41% 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


Project Wing

Project Wing

Project Loon

Autonomous Cars


“100,000 Kilos today…32nd

square”


461 billion metric tons –

a mountain of opportunity


Thank You


Documents

HARNESSING DIGITAL - Schedschd.ws/hosted_files/wsidigitalsummituk2015/5d/UK Digital Summit... · •World’s largest digital agency network ... –Google My Business is just the