TL;DR: simplifying your message for maximum impact

Transcript

1. TL;DR: Simplifying Your Message
   for Maximum Impact
   JACKELYN KELLER, VP REVENUE STRATEGY, DOTDASH
   MARCH 22nd, 2019
   Product Marketing Summit
   

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3. Daddy want some?
   I’m sad.
   I’m happy.
   Mommy sit! I want ice-cream for breakfast.
   I want to eat. My hands are dirty.
   Don’t like it.
   Mommy cleans up Stevie’s toys.
   

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4. Brands in the Dotdash Family:
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   HEALTH +
   WELLNESS
   HOME +
   FOOD
   PERSONAL
   FINANCE
   TECHNOLOGY TRAVEL
   INVESTING BEAUTY LIFESTYLE
   EDUCATION +
   REFERENCE
   

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5. Identifying, Packaging and Communicating
   Product Offerings to the Marketplace
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6. 6
   “Make it simple,
   but significant”
   Don Draper
   

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8. “We’ve gone from being exposed to about
   500 ads a day back in the 1970s to as
   many as 5,000 a day today…”
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   Source: Jay Walker-Smith, Yankelovich Consumer Research, 2006
   

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9. “Over the last two years alone, 90% of
   the data in the world was created.”
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   Source: Bernard Marr, forbes.com, May 2018
   

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10. In 2007, Facebook was still competing
    with MySpace for traffic, Amazon was
    primarily known for selling books,
    and the iPhone had just been released.
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    Source: Bill Su – The Evolution of Consumer Behavior in the Digital Age, November 2017
    

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11. So, How Do We Win?
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12. A Simple Framework:
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    1. Define Your Objective
    2. Know Your Audience
    3. Identify the Strongest Data Points (for Your Audience)
    4. Execute: Craft Your TL;DR
    

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13. 13
    Rome Cavea Auditorium
    July 19th, 2009
    

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14. #1 Define Your Objective
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15. #2 Know Your Audience
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16. #3 Identify the Strongest Data Points
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17. #4 Craft a TL;DR
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18. Success!!!
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19. Introducing: The
    Dotdash ‘Odyssey’
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    • Premium and mobile first design
    • Hones in on our value prop of solving problems
    • Advertiser is hero
    • Content and design integration
    Content
    Intelligence
    Mobile
    Friendliness
    Organic
    Traffic
    

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20. #1 Define Your Objective
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21. #2 Know Your Audience
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22. #3 Identify the Strongest Data Points
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23. #4 Craft a TL;DR
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24. Consumers aren’t aware of the Smart
    Home Device options available to them
    Source: Dotdash 1st Party Data; (February 2018)
    • “What’s a Smart Home?”:
    One of the most highly searched question
    from our consumers, along with other general
    questions about the product category
    • Alexa, Samsung, Amazon, Google:
    Brands consumers associate with smart home
    technology; brand awareness is higher than
    product category awareness
    0 50 100
    Product Category Queries
    Brand Specific Queries
    General Queries
    Volume of ‘Smart Home’ Queries
    (by query type)
    Product Category Queries Brand Specific Queries
    General Queries
    Verizon has a massive opportunity to
    showcase the many devices a consumer
    could use to “smarten” their homes.
    Proving It
    

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25. Overview of Verizon’s
    Odyssey: ‘A Toast To Smart
    Home Holidays’
    Sample Custom Mock
    Fun & Interactive:
    Animated fireplace and smart
    lights glowing red and green
    Custom designed and built for Verizon, ‘A Toast to
    Smart Home Holidays’ educates consumers on the best
    ways to use Verizon smart accessories to enjoy a
    stress free holiday. After all, who needs elves when
    you’ve got Smart Technology?
    5-6 Smarter Holiday Tips will highlight key Verizon tech
    accessories—with hotspots that click out to both
    editorial and custom content– consumers can read
    more about the benefits of buying these products for
    themselves or friends!
    

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26. Dotdash + Verizon 2018 Partnership
    Verizon’s Goal: Establish Verizon as
    top-of-mind tech accessories
    shopping destination
    Dotdash Insights: Consumers aren’t
    aware of the Smart Home device
    options available to them
    Solution: Custom Odyssey that
    leverages existing, high-performing
    Lifewire Smart Home content,
    educates consumers & positions
    Verizon as the hero
    Live Example
    

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27. Success!!!
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28. A Simple Framework:
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    1. Define Your Objective
    2. Know Your Audience
    3. Identify the Strongest Data Points (for Your Audience)
    4. Execute: Craft Your TL;DR
    

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29. 29
    “If you can’t explain it simply,
    you don’t understand it
    well enough.”
    Albert Einstein
    

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30. Questions?
    

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31. thanks. VP, Revenue Strategy
    jkeller@dotdash.com
    Jackelyn Keller
    

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