Thursday 13 June 2019, Leeds

The June event organised by the Yorkshire PM Forum Committee was hosted by Deloitte where Jane Rutter, CEO of Zeal presented on the Digital Triangle.

The Digital Triangle is made up of accountability, relevancy and creativity.  Jane went on to explain that digital was born in its accountability.  It allows stakeholders to see clearly what they are getting for their money and this is a game changer. It also allows constant optimisation but the KPIs can be manipulated and only provide clarity when utilised correctly.

Jane advised the audience that they look at where they are now.  Check the current performance of all services and products and make sure its data led.  Look at competitors and industry trends – see if any of the data can be explained.  And then assess where the biggest opportunities for growth lie.  Have you got the right tools for the job?  Jane talked through the options for SEO, PPC, social media and site performance.

Most important is drilling down to the business goals to establish what you’d like to achieve, then create clear KPIs that can be communicated to all stakeholders.

Relevancy is the second point – which is all about personalisation.  Serving the right content to the right person and content that clients receive should be different according to where they have come from.  Improving customer experience will ultimately lead to increased loyalty and sales. But these have to be grounded in business objectives – which could include the length of time spent on the site; generating more leads; increased up-sells and re-engaging with lapsed customers.  Jane explained that at Zeal they work with clients to create user personas so they can fully understand their customers. Using existing datasets, workshops and their in-house UX expertise they define personas for key audiences, including: age, gender, devices used, entry points, habits and motivators, and emotional needs or concerns.

The final point is about creativity.  Is your digital content creative?  Jane mentioned a few of her favourite high profile campaigns such as Starbucks misspelling your name on your cup on purpose because customers generally take a pic of it and share on social media.  Another is the Australian train company Metro who invented a game with some very catchy music called ‘Dumb ways to die’ which actually told a very important message about safety on the railways.  Both these examples show how creativity can make a campaign go viral. However it’s important that creativity is consistent with the brand.

Isobel Hainsworth-Brear, Director
Print Leeds