Get Scrappy: Smarter Digital Marketing for Businesses Big and Small

Nick Westergaard

Author

@NickWestergaard

nick westergaard | branddrivendigital.com | 2016

get scrappySmarter Digital Marketing for Businesses Big and Small

I MKTG

VERY frustrating time

neil degrasse tyson

Knowing where you came from is no

less important than knowing where

you’re going.”

“

A Brief history of media

The Dawn of man

1300MEDIEVAL TIMES

1400 15001450

175016501550

500 YEARS OF PRINT DOMINANCE{

1850 19001800

1922 1941

1950 1970 1990

MASS MEDIA DOMINATES MOST OF THE 20th CENTURY

RISE OF THE INTERNET

2012 NATIVE ADS FACEBOOK MOBILE 2010 TWITTER MOBILE APPS 2008 IN-TEXT ADS LINKEDIN 2007 MOBILE WEBSITES FACEBOOK YOUTUBE 2003 BLOGS (ADSENSE) 2001 POP-UPS 2000 MOBILE SMS PPC 1994 BANNER ADS EMAIL

OVER the last

20 YEARS

TODAY

marketers today are

OVERWHELMED

THE MYTH OF

BIG$

SHINY NEW THINGS DISTRACT

$

CHECKLIST MARKETING

✔

THE

ALTERNATIVE

GET SCRAPPY

Brains Before Budget

Efficient and Effective

See Ideas Everywhere

everyone can benefit

SMART STEPS you can’t skip

DOING MORE with less

SIMPLIFYING for the long haul

1 2 3

ORDER from

CHAOS

Photo credit: Harry Westergaard

Smart Steps You Can’t Skip

1

Photo via Flickr user Robert Course-Baker

rudyard kipling

I keep six honest serving men (They

taught me all I knew): Their names are

WHAT and WHY and WHEN and HOW

and WHERE and WHO.”

“

unpacking the “serving men”‣ WHY are we doing this?

‣ WHAT are we doing?

‣ WHEN does this happen?

‣ WHERE does this happen?

‣ WHO does this involve?

‣ HOW do we get it done?

Ground with why – destination‣ Branding

‣ Community Building

‣ Public Relations

‣ Market Research

‣ Customer Service

‣ Leads & Sales

What? too channel focused

follow your digital compass‣ Why are you doing this?

‣ Who are you trying to reach?

‣ This will tell you what works best when

smart reminders‣ Need a Map to Get Where You’re Going (5 Ws, 1 H)

‣ Need a Destination Clearly Defined

‣ Need to Understand the Points of Your Digital Compass

‣ And Don’t Forget …

Do More with Less

2

what’s next? Execution‣ HOW does this work get done?

‣ WHO does this involve?

‣ HOW does this align with our other efforts?

Why & WHat

Photo via Flickr user Instant Vantage

create a question engine

daniel H. pink

Questions, by their very

nature, elicit an active response.”

“

questions spark conversations

questions fuel content

answering questions in six seconds

Photo via Flickr user Anonymous Account

questions are currency

Get Scrappy: Smarter Digital Marketing for Businesses Big and Small

Nick Westergaard

Author

@NickWestergaard