matt rowley on digital customer engagement for web analytics wednesday sydney 13/8/13

THE BATTLE FOR YOUR CLICKAUGUST 2014 !

!

!

!MATT.ROWLEY@THIRTEENTHFLOOR.COM.AU @MATTROWLEY

IT’S VIRTUALLY INFINITE

IT’S FRIKKEN COLD

IT DOESN’T GIVE A FUCK ABOUT YOUR CONTENT

COMMUNITY

CHAT SOCIAL

SEM/SEO

CONTENT PLATFORMS

APP

CRM

LEGO MOVIE

COST $60M

TOOK $500M

You believed that buyer journey paths are linear

You made content without a community

You invested in content creation, but not in its amplification

You ignored content’s most powerful channel: SEO

You gave up way too soon

YOUR CONTENT SUCKED

bit.ly/mozcontentfail

engage verb

1. [with obj] Occupy or attract (someone’s interest or attention). •(engage someone in) Involve someone in (a conversation or discussion).

2.[no obj.] (engage in or be engaged in) Participate or become involved in. •(engage with) Establish a meaningful contact or connection with.

Source: Milward Brown AdReaction, 2014

Daily distribution of Australian screen minutes

Smartphone 132

Tablet 37

Laptop + PC 102

TV 125

Source: Milward Brown AdReaction, 2014

Daily distribution of Australian screen minutes

Device only 271

Mixed 51

TV only 74

Native advertising !

Sponsored content !

Branded content

– JOE PULIZZI

“Content marketing is the art of communicating with your customers and prospects without selling.

It is non-interruption marketing.

Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.

The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately

reward us with their business and loyalty.”

“CONTENT MARKETING BEST PRACTICES AMONG MILLENNIALS”

– DAVID OGILVY

"You cannot bore people into buying your product; you can only interest them in buying it."

MATT.ROWLEY@THIRTEENTHFLOOR.COM.AU