Digital marketing for the not so-dumbies
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An introduction to digital marketing including some theory and things you can put into practice.
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Digital marketing for the not so-dumbies
- 1. Digital Marketing for the not-so-dumb(ies). Graeme Lipschitz - Wonderland Collective
- 3. We have clients on the following continents: Europe, North America, Australia, Asia, Africa
- 4. Offline advertising is kak. Wonderland Collective | Digital Marketing for the not-so-dumb(ies)
- 5. My way or the highway. Wonderland Collective | Digital Marketing for the not-so-dumb(ies)
- 6. A relationship is a two way thing. Wonderland Collective | Digital Marketing for the not-so-dumb(ies)
- 7. The holy trinity makes digital marketing KING. Wonderland Collective | Digital Marketing for the not-so-dumb(ies)
- 8. Right Person Wonderland Collective | Digital Marketing for the not-so-dumb(ies) Right Time / Place Right Message
- 9. Wonderland Collective | Digital Marketing for the not-so-dumb(ies)
- 10. Gaining attention is getting harder. 1 0 Wonderland Collective | How to Create Po(wow)erful Communications
- 11. You’re not the only one. 1 1 Wonderland Collective | How to Create Po(wow)erful Communications
- 12. 1 2 Wonderland Collective | How to Create Po(wow)erful Communications
- 13. Don’t be your own worst enemy. 1 3 Wonderland Collective | How to Create Po(wow)erful Communications
- 14. 1 4 Wonderland Collective | How to Create Po(wow)erful Communications
- 15. Be a voice, not an echo. 1 5 Wonderland Collective | How to Create Po(wow)erful Communications
- 16. Wonderland Collective | How to Create Po(wow)erful Communications
- 17. The peak is as extreme as the trough. 1 7 Wonderland Collective | How to Create Po(wow)erful Communications
- 18. Wonderland Collective | How to Create Po(wow)erful Communications *1 *2 *3
- 19. Wonderland Collective | How to Create Po(wow)erful Communications
- 20. 2 0 Give it some thought. Wonderland Collective | How to Create Po(wow)erful Communications
- 21. Wonderland Collective | How to Create Po(wow)erful Communications “An effective strategy is a success story told backwards.” - Drake
- 22. Wonderland Collective | How to Create Po(wow)erful Communications Outcome = why, how, what + whom & how to do it.
- 23. 2 3 Wonderland Collective | How to Create Po(wow)erful Communications
- 24. 2 4 Wonderland Collective | How to Create Po(wow)erful Communications
- 25. Fortune favours the brave. Wonderland Collective | How to Create Po(wow)erful Communications
- 26. 2 6 Wonderland Collective | How to Create Po(wow)erful Communications
- 27. 2 7 Wonderland Collective | How to Create Po(wow)erful Communications
- 28. Be different. Wonderland Collective | How to Create Po(wow)erful Communications
- 29. Be relevant. Wonderland Collective | How to Create Po(wow)erful Communications
- 30. Messes lead to successes. Wonderland Collective | How to Create Po(wow)erful Communications
- 31. Be integrated. Wonderland Collective | How to Create Po(wow)erful Communications
- 32. 3 2 Contribute to a movement. Contribute to a movement. Wonderland Collective | How to Create Po(wow)erful Communications
- 33. Wonderland Collective | How to Create Po(wow)erful Communications Wonderland Collective | How to Create Po(wow)erful Communications
- 34. Wonderland Collective Second Home: 68 Hanbury Street London EC1 5JL Tel: +44 (0) 744 720 2234 Email: graeme@wonderlandcollective.co.uk Visit: www.wonderlandcollective.co.uk
Notas do Editor
- We craft customer-led experiences for branding and digital projects. Established in 2009, we are boutique design and development firm, who specialise in changing the way brands connect with their clients. We’re based in London and Cape Town.
- It sells the wrong product, to the wrong person at the wrong time. (Come up with a funny story here where this happened to you - something people will chuckle about. My story is that I was in a jock-y male res at varsity, we are drinking and watching Trinations and what advert comes on? Pampers Baby Dry. Guaranteed 100% of us were thinking about fucking. Guaranteed 100% weren't thinking about babies.
- Before digital advertising – companies used to just send out a message which hopefully rang true with a % of the audience who hopefully got out of their chairs, went to the shops and purchased the goods. It was a very one dimensional, one-way conversation. Offline advertising was your company telling the consumer what to feel, do and think.
- Because of digital media though, consumers can send out signals of intent which then tell advertisers important stuff like who they really are, what they’re interested in, when they’re online and, in a lot of cases, why they won’t be buying those nappies. This allows companies to have a two way relationship with their customers that is economically valuable and more equitable towards the customer.
- So the holy trinity of digital marketing: the right message to the right person at the right time and place. If you take one thing away from this talk it's that.
- Which company did this best? Google. Duh. People go onto Google, search for something when they want it and see ads based on what they're searching for. It turned the advertising industry on it's head and is now an $80bn revenue business per annum. So now that we've got the holy trinity down, how does that apply to all the different parts of digital advertising?
- Your reputation only helps if people know you exist, or that your services exist. Networking events are not as fruitful as they once were. They are filled with non-clients, non referrals, competitors, and so on. It’s getting harder to have face time with those decision makers in companies, and I’m talking about actual meetings, not the app. It really requires the dedication of a full time person - not someone who is balancing a million things to just add this in the mix. We pay the extra $1.99 for an ad-free app. We use a newsreader to get our news stories without having to worry about print or online advertising. We rigorously work and rework our Facebook feed to better ignore ads and promoted posts. We pay for streaming television, or at least use our DVRs, to avoid commercials. We pay for streaming radio, or torrent all our music, so we don't have to listen to... what? Ads. And young or small companies seem have it harder than those who have been around for ages.
- You’re not the only one doing what you’re doing. As there are over 6 billion people on the planet, there’s probably someone doing what you do. As a matter of fact, there are over a thousand different FinTech companies looking to do different and appealing things with their users’ money.
- In order to break through the noise, we need messaging that is authentic, part of an underlying strategy and well crafted.
- Elements of poor communication Defeats the purpose Cluttered Confusing Non-sensical layout Inconsistent (not trustworthy)
- Elements of poor communication Defeats the purpose Cluttered Confusing Non-sensical layout Inconsistent (not trustworthy)
- So many companies don’t actually know what their voice is. At Wonderland, we conduct a Key Stakeholder Interview which asks questions like “What is your Big Hairy Audacious Goal?” – The answers to these questions help us distil our client’s brand so that we can create a “visual language” that includes logo, colour, typography, icons and other visuals. The main aim of creating a brand visual language is to create consistency of messaging so that the brand becomes recognizable.
- Shopify’s site is a lot simpler than BitPesa. There are maximum 3 colours – the design is super clean and the call to action is stated twice on the homepage. Their visuals are also based around entrepreneurs which happen to be their target market.
- In order to create powerful messages we need to take the client on an emotional rollercoaster. This means that we need to create a massive trough – in this case the trough is the massive problem that is being fixed by the peak – your solution. In folk storytelling, the author creates a monster which is then defeated by the hero. About 90% of what makes the hero, is the makeup of the monster. Through the course of the rollercoaster, it is important – especially for Fintech companies – to create trust (the seatbelt on the rollercoaster).
- Everyone talks about the misery – too many messages that follow the same vein. To differentiate yourself you need to take a three-prong approach with your messaging: Talk about the problem – introduce the bad guy / trough Introduce the good guy / peak Help the user and make it transparent and simple in order to create trust.
- Creating trust – especially when you’re the new kid on the block, is THE MOST important thing. 75% of Transferwise’s homepage is about building trust.
- A lot of the time, poor communications comes from a lack of strategy and vision;
- If we take the time to consider our objectives and KPI’s – it helps us to track the path of where we need to go. Think about the why, how, what and then to whom and when and how you would do it.
- If we take the time to consider our objectives and KPI’s – it helps us to track the path of where we need to go. Think about the why, how, what and then to whom and when and how you would do it.
- This is a good analysis of the who.
- This is a great analysis of the how.
- Be bold and brave with your messaging. In a saturated space, you need to find some way to stand out in the noise.
- This is the dollar shave club – they just exited for over $1BN and they started out their communications with this video which became an instant viral hit.
- And, now this is Transferwise trying to copy that shocking technique. This is not necessarily what I would have done – as this is effectively copying a tactic that has come before – but at least they’re trying to be brave and also highlight the trough. Which brings me onto my next point…
- You now need to think differently to grab people’s attention. A practical way of thinking differently is to do some competitor analysis and see what your competitors are up to. What problems are they highlighting? Be critical of their why, how, what and their whom and how. Once you have a good overview of what they’re doing – you should have a good idea of what you shouldn’t be doing, or at least how you can differentiate your communications.
- Being relevant is a great way of cutting through all the noise. Use a special time of year or occasion to help bring the spotlight to your campaign. Recently we’ve seen campaigns centered around trending social media events like the blue and gold dress. We created an augmented reality experience for Sanlam Investments when Pokemon Go was in the press. (We also learned a lot by making a mess.)
- Being relevant is a great way of cutting through all the noise. Use a special time of year or occasion to help bring the spotlight to your campaign. Recently we’ve seen campaigns centered around trending social media events like the blue and gold dress. We created an augmented reality experience for Sanlam Investments when Pokemon Go was in the press. (We also learned a lot by making a mess.)
- As we saw earlier, digital is the way that millenials want to consume their communications. This doesn’t need to be limited to a responsive website. Create digital experiences…… AR / VR brand experiences Make sure it’s well tested and runs smoothly to not irritate your audience. YOU NEED TO ADD SOME MORE HERE.
- By creating experiences that people can get involved in and see first hand the impact of your product (whether it’s time or money) iZettle created a week long pop-up shop experience where their clients inhabited a pop-up shop for 12 hours and then cleared out and a new one came in. It showed the ease with which iZettle’s customers could set up their shop and facilitate transactions. Very powerful messaging and it created a movement of people buying from entrepreneurs.
- Think about it! Create your own voice Take them down and up Create Trust Be as brave as your product (make a mess to make a success) Be different Be relevant Messes make successes Be Integrated Contribute to a movement