Interactive Minds

Every year, Louisa Dahl and her crew put together an exceptional digital marketing event which continues to grow and evolve. These are very rough notes inspired by that event.

It’s time we break down the silos of old R&R (roles and responsibilities), as Jeremiah Andrick well pointed out well. Take content role as an example, I think this is one of those roles that will be a constant work in progress. Most businesses I’ve been involved with find the content to be ongoing cross-team challenge.

New product — innovation should be driving force behind any marketing effort. Don’t start with spending — start with product development and word of mouth. This is what the lean startup model has proven over and over to be working. Once there is an MVP (minimum viable product), measure and learn before iterating again.

This is what your typical marketing funnel looks like.

This is not what actually happens in a real customer journey.

There is not a single touch and one straight journey — something like this is what actually happens.

A more likely journey map is a careful navigation around discovery, decision and purchase. A maze of ads, searches, homepage, navigation and checkout.

Most marketing happens after the purchase. Customer care drives demand. An example is a tactic for CX team to engage— Look at reddit and read genuine comments of how the customer behaves to learn from it.

Early adopter can have space advantage. One great example of an early marketer adopter is Macallan whiskey virtual factory visit via VR.

Partnerships are super powerful, though not easy, always needs work:

• Look at FB pixel trade
• Look for loyalty and engagement
• One deep relationship is better than many shallow
• You can get some scale from other people’s money
• Also think of partnerships in the context of marketing in the age of platform economics
• A second order effect thinking here is IKEA partnering with Airtasker for assembling or an airline partnering with dog-sitting service

Leisa Bacon- ABC, Director of audiences reminded us of three simple but important things

• Build live, dynamic BI (Business Intelligence) tools — they’ve got 12
• Brand — keep reminding people what you STAND FOR!
• Create a digital guideline — they call it DLS-Digital Language System

Claire Austin — LinkedIn brings us some cool tips

• Strategy is to use employees to share and engage. Great examples of this are CEO from ANZ bank and Hailey — an employee from NBN
• Make your posts audience-centric
• Bring insights into the newsfeed
• Use consistent distinct branding
• A/B test to gain performance

And use video and carousel ads

Joseph Park — from Mattel is big on CRM and personalised digital marketing approach

• Create a Reach/ROI (high/low) 2x2 chart
• Multi-touch campaign come out as a winner for ROI
• The target for multi-touch campaigns falls into High/High
• eCPM calculation comparison with the CTR — showing a big jump in competition

One great video can make a difference

Peter Smyth from Facebook

Thinking more about voice search

Pretty cool to start thinking more deeply about voice. The key is: Hooking into API and finding the right tiggers. Ask your device where is my pizza and get the answer: 1/on the way 2/boxing 3/cooking 4/preparing.