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Digital Differentiation
Using interactivity to separate your brand from the pack
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
What’s Inside
• What is differentiation
• Why it matters
• The digital differentiation problem
• Creating differentiation with interactivity
• Examples & inspiration!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
differentiation?
what is
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Differentiation
The result of efforts to make a product or brand stand out as
a provider of unique value to customers in comparison with
its competitors.
WHY does differentiation matter
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
“Brands that are
perceived as being
different have a much
higher potential for
growth than do other
brands.”
- Millward Brown research firm
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
So, differentiation is important, especially
digital differentiation as more and more
of our customer touchpoints start online.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
But there’s one major problem.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Online marketers are heavily investing in content to
differentiate their brand.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Content Marketing Is 

The Top Marketing 

Investment For 

The Next 12 Months
Demand Metric Lead Generation
Benchmark Report
30% Of Budgets Are 

Allocated To Content Marketing
CMI, 2014 B2B Content Marketing Survey
30%
93% Surveyed Use

Content Marketing
CMI, 2014 B2B Content Marketing Survey
93% 73% 
Of Marketers Are 

Producing More 

Content Than They 

Did A Year Ago
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
We’re all racing to churn out content. But when everyone is
doing the same thing, nothing stands out.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
As marketers, it is not our job to join the
stampede. It is our job to stand out. To
be remarkable. To differentiate.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Let’s Be Honest…
Even when your content is amazing—is it differentiated?
!
Is it a competitive advantage?
!
Is a whitepaper going to differentiate your brand?
!
A webinar? 

An infographic?
!
A video?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Probably not…
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Only 42% Of Marketers Say Their
Content Marketing Is Effective
42%
CMI, 2014 B2B Content Marketing Survey
85% of marketing leaders say their
content activity isn’t linked to
business value.
- 2014 Forrester Research, Compare Your
B2B Content Marketing Maturity
!
Only 14% of marketers surveyed
say their content delivered value
back to the business.
- 2014 Forrester Research, Compare Your
B2B Content Marketing Maturity
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Is your online content truly differentiated
and delivering business value?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
How To Differentiate
Your Content Online
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Do what others aren’t doing
!
How: Turn your static content
into modern digital experiences
1.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Typical white paper offer, just like every other
white paper offer out there
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Transform the white paper offer into
an interactive experience.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
This interactive assessment
uniquely engages visitors through a
series of highly visual questions &
personalized results.
!
http://apps.ioninteractive.com/site/
assessment/demand-metric-content-
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Create opportunity for effortless
exchange of value
!
How: Provide insights, gather insights
2.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Interactive marketing assessments like this one can allow you to make the
registration optional, while still collecting behavioral data from visitors.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Give visitors control over their
experience
!
How: Simple, clear choices
3.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
FrontPoint provides an excellent example of giving
simple, clear choices that attend to the visitor’s needs.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Make your experience incredibly useful
!
How: Youtility. Create digital
experiences that are helpful.
4.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Letting visitors configure their car & search inventory is helpful.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A self-service assessment experience, with personalized recommendations,
helps the visitor solve their problems.
!
http://paths.ioninteractive.com/apps/site/score-your-landing-pages
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Tell a unique story
!
How: Create storyteller experiences that
immerse your visitor.
5.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
IDEO created a digital experience called 

“A Cafeteria Designed For Me” that 

offers an incredible interactive journey, 

illustrating their story in a modern and 

graceful way.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
With interactive facts, animations, social sharing icons…
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
…embedded videos,
continuous scrolling,
and educational links,
IDEO differentiated
their story through
interactivity and
engagement.
http://www.ideo.com/stories/a-cafeteria-designed-for-me/
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Is your content a competitive advantage?
Is it differentiated? If not, try these 5 tips…
1. Do what others aren’t doing
2. Create opportunity for effortless exchange of value
3. Give visitors control over their experience
4. Make your experience incredibly useful
5. Tell a unique story
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Helpful Resources
• Purple Cow by Seth Godin
• Create Distinction by Scott Mckain
• BrandStrategyInsider.com
• IonInteractive.com/blog
• @scottmckain
• ioninteractive.com/examples
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
ion can help!
!We help customers concept, create and launch
differentiated digital experiences.
www.ioninteractive.com
@ioninteractive
info@ioninteractive.com

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Digital Differentiation: Using Interactivity to Separate Your Brand From the Pack

  • 1. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Digital Differentiation Using interactivity to separate your brand from the pack
  • 2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What’s Inside • What is differentiation • Why it matters • The digital differentiation problem • Creating differentiation with interactivity • Examples & inspiration! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 3. © i-on interactive, inc. All rights reserved • www.ioninteractive.com differentiation? what is
  • 4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Differentiation The result of efforts to make a product or brand stand out as a provider of unique value to customers in comparison with its competitors.
  • 6. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “Brands that are perceived as being different have a much higher potential for growth than do other brands.” - Millward Brown research firm
  • 7. © i-on interactive, inc. All rights reserved • www.ioninteractive.com So, differentiation is important, especially digital differentiation as more and more of our customer touchpoints start online.
  • 8. © i-on interactive, inc. All rights reserved • www.ioninteractive.com But there’s one major problem.
  • 9. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Online marketers are heavily investing in content to differentiate their brand.
  • 10. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Content Marketing Is 
 The Top Marketing 
 Investment For 
 The Next 12 Months Demand Metric Lead Generation Benchmark Report 30% Of Budgets Are 
 Allocated To Content Marketing CMI, 2014 B2B Content Marketing Survey 30% 93% Surveyed Use
 Content Marketing CMI, 2014 B2B Content Marketing Survey 93% 73% 
Of Marketers Are 
 Producing More 
 Content Than They 
 Did A Year Ago
  • 11. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We’re all racing to churn out content. But when everyone is doing the same thing, nothing stands out.
  • 12. © i-on interactive, inc. All rights reserved • www.ioninteractive.com As marketers, it is not our job to join the stampede. It is our job to stand out. To be remarkable. To differentiate.
  • 13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Let’s Be Honest… Even when your content is amazing—is it differentiated? ! Is it a competitive advantage? ! Is a whitepaper going to differentiate your brand? ! A webinar? 
 An infographic? ! A video?
  • 14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Probably not…
  • 15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Only 42% Of Marketers Say Their Content Marketing Is Effective 42% CMI, 2014 B2B Content Marketing Survey 85% of marketing leaders say their content activity isn’t linked to business value. - 2014 Forrester Research, Compare Your B2B Content Marketing Maturity ! Only 14% of marketers surveyed say their content delivered value back to the business. - 2014 Forrester Research, Compare Your B2B Content Marketing Maturity
  • 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Is your online content truly differentiated and delivering business value?
  • 17. © i-on interactive, inc. All rights reserved • www.ioninteractive.com How To Differentiate Your Content Online
  • 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Do what others aren’t doing ! How: Turn your static content into modern digital experiences 1.
  • 19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Typical white paper offer, just like every other white paper offer out there
  • 20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Transform the white paper offer into an interactive experience.
  • 21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com This interactive assessment uniquely engages visitors through a series of highly visual questions & personalized results. ! http://apps.ioninteractive.com/site/ assessment/demand-metric-content-
  • 22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Create opportunity for effortless exchange of value ! How: Provide insights, gather insights 2.
  • 23. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Interactive marketing assessments like this one can allow you to make the registration optional, while still collecting behavioral data from visitors.
  • 24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Give visitors control over their experience ! How: Simple, clear choices 3.
  • 25. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 26. © i-on interactive, inc. All rights reserved • www.ioninteractive.com FrontPoint provides an excellent example of giving simple, clear choices that attend to the visitor’s needs.
  • 27. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Make your experience incredibly useful ! How: Youtility. Create digital experiences that are helpful. 4.
  • 28. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Letting visitors configure their car & search inventory is helpful.
  • 29. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A self-service assessment experience, with personalized recommendations, helps the visitor solve their problems. ! http://paths.ioninteractive.com/apps/site/score-your-landing-pages
  • 30. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Tell a unique story ! How: Create storyteller experiences that immerse your visitor. 5.
  • 31. © i-on interactive, inc. All rights reserved • www.ioninteractive.com IDEO created a digital experience called 
 “A Cafeteria Designed For Me” that 
 offers an incredible interactive journey, 
 illustrating their story in a modern and 
 graceful way.
  • 32. © i-on interactive, inc. All rights reserved • www.ioninteractive.com With interactive facts, animations, social sharing icons…
  • 33. © i-on interactive, inc. All rights reserved • www.ioninteractive.com …embedded videos, continuous scrolling, and educational links, IDEO differentiated their story through interactivity and engagement. http://www.ideo.com/stories/a-cafeteria-designed-for-me/
  • 34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Is your content a competitive advantage? Is it differentiated? If not, try these 5 tips… 1. Do what others aren’t doing 2. Create opportunity for effortless exchange of value 3. Give visitors control over their experience 4. Make your experience incredibly useful 5. Tell a unique story
  • 35. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Helpful Resources • Purple Cow by Seth Godin • Create Distinction by Scott Mckain • BrandStrategyInsider.com • IonInteractive.com/blog • @scottmckain • ioninteractive.com/examples
  • 36. © i-on interactive, inc. All rights reserved • www.ioninteractive.com ion can help! !We help customers concept, create and launch differentiated digital experiences. www.ioninteractive.com @ioninteractive info@ioninteractive.com