digital strategy, simplicity through complexity
DESCRIPTION
Marti is the Director of E-Commerce at the Master Lock Company and has been with the company since 1999. Recently, he’s been focused on implementing numerous cloud-based sales & marketing platforms, mobile applications, and social media across their global business units. To learn more about the Insight Summit Series please visit http://www.insightsummitseries.comTRANSCRIPT
Digital Marketing: Our Keys to Effectiveness
Insights thru Analysis
Focus on User Experience
Maximizing Mobile
Exploring Innovation
Simplicity thru Complexity
The Master Lock Company - 92 years of security solutions for home, family
& business
1921 - 1928The world’s first laminated padlock invented. Trainloads shipped to New York City during prohibition.
2004New corporate headquarters established in Oak Creek.
2012President Obama visits Master Lock to discuss American manufacturing.
A wide range of products for CONSUMERS
Thousands of Consumer products where the purchase decision is driven mainly by emotion & product design
Keeping your home, family & possessions protected & safe
A wide range of products for BUSINESS
Hundreds of thousands of products for Business & Gov’t where purchases are driven by worker safety & regulatory specifications
Keeping the workplace safe & compliant with OSHA requirements & regulations
We market our products across 25 global web sites…. in 7 different languages
INSIGHTS THRU ANALYTICS
Insights thru Analytics
Everything we do in Digital is measured
It’s how we answer the question What Next?
Youtube Demographics YTD
• What impact are my Youtube videos having on our SEO strategy?
• Why are consumption rates of our instructional videos so high on phones?
• Are promotional sweepstakes delivering valuable impressions – or just feeding an insatiable demand for “Free Stuff” on promo aggregator sites?
Goal: Take a well-rounded approach that goes beyond just traditional measures like Visitor Traffic &
Page Views……FOCUS firmly on emerging trends
Questions I’m researching..
Tools we Use:• Foresee Results for
visitor insights• Google analytics• Google Adwords data• Google 52 week
keyword data• Facebook metrics data• Youtube Channel data• Internal sales
conversion data • Contact center data
(emails & phone calls)• App Store metrics
from Apple, Droid and Amazon Markets
• Customer POS data • Channel partner data
“External” Metrics
“Internal” Metrics
Trends AnalysisIs it a trend or an
anomaly?
Compiled Monthly
Optimizing for those trends
Lastly….some sage advice on when to stop
“If you torture numbers long enough – they’ll confess to anything!”
Keep your analysis Short, Simple & Actionable!
FOCUS ON USER EXPERIENCE
The Problem: typical results page on a broad query from keyword search:
Many of our products look very similar & the differentiators are not plainly visible….
We needed a better way to connect users with the Right Lock for their need
Consumer input helped us refine…
Our Solution > PARAMETRIC search Simplicity thru Complexity
Survey data from site users was clear:• Consumers viewed us as
the Lock Experts• They were duly impressed
with our tremendous variety of products…
• BUT….they didn’t want to learn all about LOCKS & become experts themselves!
They were feeling a bit overwhelmed!
Extensive product knowledge built into the algorithms get users to the right product for their specific need via 3 simple
questions…
We were forced to look at our product assortment quite differently:
• Needed to design new data filters & algorithms
• Needed to create new logic rules for the relationships between products
• Needed new product attributes for which we had no data
It’s now the 2nd most visited area on our site – with the highest conversion rate
Challenges to Implementing
3KALF
MAXIMIZING MOBILE
Mobile sites & Apps….
We support 4 App platforms & also
Responsive Design
Connecting thru mobile….
Users consume our content differently depending on where they are & which screen they’re
viewing….
The majority of our sites are now optimized for mobile.
This changes consumer behavior dramatically.
• Browsing is optional, but action is where it’s at!
• Speed & flexibility are at a premium when it comes to the UX.
• “Consumption patterns” are changing fast.
Much more “Direct” interaction on phones….
We stick to the basics – show them our products, where they can buy them and how to get answers
Typical User Experience:
Standing in a store looking at a shelf full of locks….
• “I have a simple question – don’t make me hunt for an answer!”
• “I’ll watch your videos some other time, maybe from home – thank you.”
• “My phone screen is 3” wide! Don’t make me try to click on your teeny, tiny nav. buttons.
http://m.masterlock.com
Multiple screens > multiple paths to purchase
* Aug, 2012 “The New Multi-Screen World”; Google, Sterling Brands & IPSOS
Where do QR Codes fit in?
They have a place in the marketing mix, but it’s a small niche – not a wide-open highway.
Product Pkg. w/Tag Micro-Mobile Site
EXPLORING INNOVATION
Augmented Reality – watching & testing…
Layar.com
Proof of Concept
Layers of Media Served up “On Demand”
A magical user experience for consumers
Blippar.com
But adoption may emerge faster in business markets - because the ROI could be substantial
Vuzix's Eyewear for IndustryThe Vuzix M2000AR displays content from a connected device over a video stream of real-world content, which could be perfect for managers or employees who need to access technical data or repair procedures while in the field.
Increased efficiency & productivity ADD VALUE for the
end user
“Connected Products” that bridge the gap between physical & digital…….adding Value for consumers
Solving that age-old problem: “I Lost my Combination!”
Final thoughts…on the growing demands of digital marketing….
Faster speed to market
Increasingly complex & diverse technology layers
Increasing consumer expectations
