let's be ambitious - inspiration for the webmarketers to step up!
DESCRIPTION
Web marketers, let's be ambitious. Businesses don’t have the time to test new things or transform themselves. There are always more goals, new tasks, emergencies… And it’s even worse for matters regarding the web. (In my experience, issues often crystalize around the website / web strategy) Understand Important vs Urgent What is important stuff? How to identify important stuff? Does that even exist? 1) Web. Digital. They shouldn’t be seen as isolated topics. Successes are found at the intersection of online and offline. 2) Think in terms of Benefits to the client. Then silos and barriers tend to start breaking. (e.g. B2B vs B2C) 3) Don’t spread your resources. Focus. (e.g. Big Idea, tent poles…) 4) Test & Amplify (e.g. The Epic Split JCVD for Volvo Trucks) We probably filter and forget 99% of the advertising we see. But there are big campaigns that stay, with a knack to make a lasting impression. (Even better when they use and abuse the rules or formats) BONUS : Marketing ROI = your sworn enemy! a) Nobody knows how to measure it, not even your CFO. b) Probably perfect to build plants, not so to build a brand. c) Even then, it’s just one of many potential success metrics. So why you, web marketer, should pick that quest? You’re the Company’s Philosoph: a) You ask yourself questions. b) You must be interested by all subjects. c) You have to understand many parts of the business (products, processes…) And you must create a vision of your world. We live in a time of paradox: CONNECTION VS. ENGAGEMENT So, BE A F*%KING ROCKSTAR !!!! LET’S START A CONVERSATION web + ambitious = #webitious @GuillaumeRigalTRANSCRIPT
Web marketers,Let’s be ambitious
@GuillaumeRigal October 2014
1@guillaumerigal
Web marketers,Let’s be ambitious
@GuillaumeRigal October 2014
2@guillaumerigal
Businesses don’t
have the time to
test new things
or transform
themselves
3@guillaumerigal
There are always
more goals,
new tasks,
emergencies…
4@guillaumerigal
5
And it’s even worse for matters regarding the web.In my experience, issues often crystalize around the website / web strategy.
@guillaumerigal
6
Eisenhower’s matrix:
Understand Important vs Urgent
@guillaumerigal
SCHEDULE IT DO IT
CAN IT DELEGATE IT
URGENT
IMPO
RTAN
T
7
What is
important stuff?
How to identify
important stuff?
Does that even
exist?
@guillaumerigal
8
Get it or else…
@guillaumerigal
9
Web. Digital. They shouldn’t be seen as
isolated topics.
Successes are found at the intersection
of online and offline.
@guillaumerigal
10
y
Think in terms of Benefits to the client.
Then silos and barriers tend to start
breaking.
B2B vs B2C…
@guillaumerigal
11
Don’t spread your resources. Focus.
Big Idea, tent poles…
@guillaumerigal
12
The Epic Split
JCVD for Volvo Trucks
Test & Amplify
@guillaumerigal
We probably filter and forget 99% of
the advertising we see.
But there are big campaigns that stay,
with a knack to make a lasting
impression.
(Even better when they use and abuse
the rules or formats)
PS- I can still vividly remember this ca. 1986 Amex ad.
13@guillaumerigal
1983
14@guillaumerigal
1983
15@guillaumerigal
1983
16@guillaumerigal
1983
17@guillaumerigal
18@guillaumerigal
19
Marketing ROI = your sworn enemy!
1. Nobody knows how to measure it,
not even your CFO.
2. Probably perfect to build plants,
not so to build a brand.
3. Even then, it’s just one of many
potential success metrics.
@guillaumerigal
So why you, web marketer, should pick that quest?
20@guillaumerigal
21
You’re the Company’s Philosoph
You ask yourself questions.
You must be interested by all subjects.
You have to understand many parts of
the business (products, processes…)
And you must create a vision of your
world.
@guillaumerigal
We live in a time of paradox.
22
CONNECTION VS. ENGAGEMENT
@guillaumerigal
We live in a time of paradox.
23
Source : Comscore, Clarity Ray Adblock report 2012
vs
@guillaumerigal
CONNECTION ENGAGEMENT
24
BE A F*%KING ROCKSTAR
@guillaumerigal
LET’S START A CONVERSATION
@guillaumerigal 25
web + ambitious =
#webitious@GuillaumeRigal