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Digital DifferentiationUsing interactivity to separate your brand from the pack
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What’s Inside
• What is differentiation
• Why it matters
• The digital differentiation problem
• Creating differentiation with interactivity
• Examples & inspiration!
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differentiation?
what is
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Differentiation The result of efforts to make a product or brand stand out as a provider of unique value to customers in comparison with its competitors.
WHY does differentiation matter
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“Brands that are perceived as being different have a much higher potential for growth than do other brands.”
- Millward Brown research firm
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So, differentiation is important, especially digital differentiation as more and more of our customer touchpoints start online.
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But there’s one major problem.
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Online marketers are heavily investing in content to differentiate their brand.
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Content Marketing Is The Top Marketing Investment For The Next 12 MonthsDemand Metric Lead Generation Benchmark Report
30% Of Budgets Are Allocated To Content MarketingCMI, 2014 B2B Content Marketing Survey
30%
93% Surveyed UseContent MarketingCMI, 2014 B2B Content Marketing Survey
93% 73% Of Marketers Are Producing More Content Than They Did A Year Ago
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We’re all racing to churn out content. But when everyone is doing the same thing, nothing stands out.
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As marketers, it is not our job to join the stampede. It is our job to stand out. To be remarkable. To differentiate.
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Let’s Be Honest…Even when your content is amazing—is it differentiated? !Is it a competitive advantage? !Is a whitepaper going to differentiate your brand? !A webinar?
An infographic? !A video?
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Probably not…
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Only 42% Of Marketers Say Their Content Marketing Is Effective
42%CMI, 2014 B2B Content Marketing Survey
85% of marketing leaders say their content activity isn’t linked to business value. - 2014 Forrester Research, Compare Your B2B Content Marketing Maturity
!
Only 14% of marketers surveyed say their content delivered value back to the business. - 2014 Forrester Research, Compare Your B2B Content Marketing Maturity
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Is your online content truly differentiated and delivering business value?
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How To Differentiate Your Content Online
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Do what others aren’t doing !How: Turn your static content into modern digital experiences
1.
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Typical white paper offer, just like every other white paper offer out there
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Transform the white paper offer into an interactive experience.
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This interactive assessment uniquely engages visitors through a series of highly visual questions & personalized results. !http://apps.ioninteractive.com/site/assessment/demand-metric-content-
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Create opportunity for effortless exchange of value !How: Provide insights, gather insights
2.
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Interactive marketing assessments like this one can allow you to make the registration optional, while still collecting behavioral data from visitors.
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Give visitors control over their experience !How: Simple, clear choices
3.
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FrontPoint provides an excellent example of giving simple, clear choices that attend to the visitor’s needs.
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Make your experience incredibly useful !How: Youtility. Create digital experiences that are helpful.
4.
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Letting visitors configure their car & search inventory is helpful.
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A self-service assessment experience, with personalized recommendations, helps the visitor solve their problems.
!http://paths.ioninteractive.com/apps/site/score-your-landing-pages
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Tell a unique story !How: Create storyteller experiences that immerse your visitor.
5.
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IDEO created a digital experience called “A Cafeteria Designed For Me” that offers an incredible interactive journey, illustrating their story in a modern and graceful way.
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With interactive facts, animations, social sharing icons…
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…embedded videos, continuous scrolling, and educational links, IDEO differentiated their story through interactivity and engagement.
http://www.ideo.com/stories/a-cafeteria-designed-for-me/
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Is your content a competitive advantage? Is it differentiated? If not, try these 5 tips…
1. Do what others aren’t doing
2. Create opportunity for effortless exchange of value
3. Give visitors control over their experience
4. Make your experience incredibly useful
5. Tell a unique story
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Helpful Resources
• Purple Cow by Seth Godin • Create Distinction by Scott Mckain • BrandStrategyInsider.com • IonInteractive.com/blog • @scottmckain • ioninteractive.com/examples
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ion can help! !We help customers concept, create and launch differentiated digital experiences.
www.ioninteractive.com
@ioninteractive
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