MATRIX RED VS BLUE PILL UPDATE

Don’t worry about these being perfect from the outset-it’s not unusual to update these later once we’ve worked through our appeals and conversion actions. The final step is to scribble down some “Triggers” from our research that will be dissected later and turned into key content and actions in the experience we’re building. Working on one audience sheet at a time we see the forest and the trees, strategy and tactics, that will engage and convert them. Every important audience we define is recorded in the header of the matrix. We then use these findings to create target-rich personas and subpersonas, predicting the most effective content, channel, influencer, and device affinities.Ī tool is only user-centric if it drills down to 1:1 recommendations for what will inspire each user type to engage and convert. AI then identifies patterns, uncovers similar targets, and defines the most valuable microsegments. Our tools ingest millions of real-time data points from all around the web, scouring conversations and influences. Prior to creating the matrix, we define audiences by combining supervised machine learning with human intelligence. Strategy talks to Design who talks to Content who talks to Development who talks to Marketing who talks to Analytics-all from a single holistic perspective. More than that, the tool defragments efforts and makes everyone more efficient by moving logically from high level to high fidelity, from left to right, top to bottom. The Marketing Matrix provides a true user-centric process that keeps target audiences as the focus for every step in the creation of a digital experience. So the Chinese businessman got me thinking-could I develop a tool that not only satisfied his requirements for proof, but also fixed this hole in agency process? Could The Marketing Matrix effectively stitch together Strategy and every department that came after them so that no effort (or client money) was wasted? The answer revealed itself as we started working with the tool. It was one of those dirty secrets nobody wanted clients to find out about. As I peeled back the veneer on other agencies, I saw it was the same there. Strategy became simply a checkbox to charge a client for. I never knew if it was just too heady for those teams to comprehend, a matter of ego, or a belief that strategy wasn’t needed in the creative process. To my dismay, I found that their hard work was largely disregarded. Our clients were always enraptured by their findings.īut then my Strategists would deliver their reports to our User Experience and Design teams. They pored through research data and analytics and presented their SWOTs and deep rationales with dazzle. I ran a Strategy department once and had some hyper-intelligent staff who developed incredible insights every day. Having been in marketing agencies a while, I can tell you that a lot of them are broken.

And like The Business Model Canvas, The Marketing Matrix would eventually be applied for businesses of all types and sizes, from innovative startups I mentored at our local HotHouse incubator to North American outreach for the United Nations. I took inspiration from other great tools like The Business Model Canvas that were easy to understand and use, but were deceptively powerful.

Because of him I was inspired to come up with a system to “prove” the efficacy of digital experiences we developed-I called it The Marketing Matrix. He pushed us and I appreciate him for it. We modeled his media spend with expected acquisition, conversion and retention numbers, but showing possible numbers wasn’t enough without a guarantee of results-you know, that thing that marketers hate to hear from their clients more than anything. We showed him creative ideas and mood boards, but those didn’t either. We showed him research and strategic briefs, but those alone didn’t convince him. But since he was selling a product and not creating much of a brand, he wanted assurances that what we were proposing would work.

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I wouldn’t consider myself an Amazon sales expert, but I do know how to create marketing and messaging people care about.Īfter several meetings, he was inspired. He was looking for ways to market his “Proudly Made in China” products on Amazon. A few years ago a Chinese businessman reached out to me on his trip through the U.S.

MATRIX RED VS BLUE PILL SERIES

Since this is the first in a series of articles that introduces the concept of The Marketing Matrix, let me set this up for you.

Part One: Creating Digital Experiences People Care About To China, With Love

Matrix red vs blue pill