Copyright © 2022 Miroma Project Factory 1 CONTENTS Who We Are........................................................................................02 Data, Data, Data.................................................................................03 Future-Proofing Paid Media Outcomes...............................................04 Designed-To-Connect..........................................................................06 Intentional About Innovation................................................................09 Intelligent Ad Spending (Reimagining the Sales Funnel)......................10 Copyright © 2022 Miroma Project Factory 2 WHO WE ARE Miroma Project Factory (MPF) is the award-winning, globe spanning digital development studio of the Miroma Group. Our female-founded and led team has been building interactive story-driven digital platforms for over 13 years. We specialize in innovative digital experiences that connect people. Building greater interaction, engagement, and changing ingrained habits with light touch cognitive behavior techniques is what we do best. We believe in driving impactful community change, orientation, social action and advancement. Askia Underwood US Business Director 1-909-243-9921 askia@theprojectfactory.com Copyright © 2022 Miroma Project Factory 3 After decades of focusing on advertising costs, the paradigm around paid media is shifting from ‘data- driven’ to human-centered. As an outcomes oriented business, we work with performance-focused marketers to drive business outcomes. In our work as a digital development studio, we have found brands that start their digital product build (mobile or web app, e-commerce website, interactive content) with the outcome first, tend to earn 582%+ more online store sessions. This document offers key insights into how we work backwards from company kpis into paid media strategy. Contrary to popular opinion, paid media campaign outcomes are not defined by data. Data, which is easily captured and anonymized, speaks to our physicality - not to the nuanced social aspects of humanity or human behavior. The origin of data is human engagement and action which means paid media campaign outcomes are defined by humans. Humans with specific intentions and motivations. Marketers have to be deliberate and more than data-driven DATA, DATA , DATA As we approach 6.65 billion global smartphone users, representing 83.72% of the world’s population 1 , data accrual is increasing every day. In other words, the process of driving traffic to a website, capturing, then capitalizing on data has evolved. Here’s why: how your brand acquires, interprets, pairs and leverages user data over time has a major impact on your ad performance and business outcome achievement. “ We know this because marketing teams have access to more data than ever before and still struggle to understand how to leverage what they know about their customers to accelerate new 1 Statista via BankMyCell.com ‘How Many Smartphones Are In The World?’ Copyright © 2022 Miroma Project Factory 4 Digital ecosystems remove obstacles from the customer journey. “ customer acquisition and improve retention. How your team pairs data and digital technology to tell your brand story, inform paid media strategy and audience segmentation matters, and where your digital development team steps in center stage. MPF specializes in human centered design. Our human centered approach to design allows our team of human behavior specialists to innovate to our client’s core end users, giving us the ability to deliver an expansive array of immersive, A major issue around data and its use is ‘data’ can be informative to anything strategically - business, media or creative. What marketers and data analysts need is the ability to close any gaps in their paid media campaign budget and return on ad spend. This involves moving and interpreting data between disparate internal and external systems quickly and efficiently. In this case, reflective of most cases, marketers need to fully connect their digital ecosystems. What digital ecosystems do that makes them pivotal to future-proofing paid media campaign outcomes is simple groundbreaking digital products. Because we place human intent at the intersection of insight, creativity and impact - story, outcomes and end users drive us. This white paper is designed for marketers in the C-Suite looking to future-proof their customer acquisition strategy, lean in to interoperability and develop a deeper understanding of digital ecosystems (and their impact on return on ad spend). FUTURE-PROOFING PAID MEDIA OUTCOMES Copyright © 2022 Miroma Project Factory 5 When integrated, digital ecosystems allow advertisers to focus on delivering value to consumers by optimizing data and workflows from different internal departments, tools, systems, as well as customers and external stakeholders. For digital ecosystems to thrive, your department must foster collaboration between your Developers, Designers and Strategists from the start. In the race to establish an online web presence to drive sales from e-commerce (without spending six-figures on web development), we forgot to plan for the future of digital - transformation. A crucial misstep. To solve this, CMOs will need to take a step back to gain a clear understanding of how their digital products work together and shift their direct-to- consumer thinking to a future-focused ‘designed- to-connect’ mindset. Copyright © 2022 Miroma Project Factory 6 DESIGNED-TO-CONNECT The world we live in today is not the world we lived in pre-pandemic. 69% of consumers want companies to translate the products and services they’ve enjoyed all along into new formats (namely, digital versions of in-person experiences) 2 and with 88% of consumers expecting for companies to accelerate digital initiatives due to COVID-19 3 , design matters more than ever. Consumers expect a frictionless, impactful experience with any brand and companies are now challenged to meet these new customer needs and expectations. This could mean a number of things - an original animation of the person’s name, a slick welcome from an AI powered text reader, an interaction that draws them into an environment and delivers the awe of innovation, with clean design and clever participation touchpoints, and most important rooted in user input and designed to be indicative of their purchase intent. These highly personalized customer experiences, when offered to millions of individual customers are difficult for competitors to imitate. 2, 3 Salesforce State of the Connected Customer, 4th edition Copyright © 2022 Miroma Project Factory 7 For advertisers with e-commerce websites and apps, it is extremely important your content and ad campaigns deliver a consistently seamless experience across all platforms. According to Harvard Business Review’s 2021 Analytic Services Study of 680 executives on customer service, nearly three-quarters of business leaders (73%) said that delivering a relevant and reliable customer experience is critical to their company’s overall business performance today, and 93% agreed that it would take at least two years to accomplish this. Thankfully, we are finally in a place where intelligence, data, technology and automation can deliver personalized experiences to every connected consumer. Personalization is the act of tailoring experiences and communications to information you learn about your prospects and customers and how we help improve a person’s perception of their value to your brand. And while it is impossible to solve for every human idiosyncrasy, marketers can control whether or not their customers feel seen and if their customers feel a sense of control in their experience with their brand. We do this with Customer Experience (CX) Design. Copyright © 2022 Miroma Project Factory 8 Customer Experience (CX) is the design process your design team will follow to optimize customer experiences at all touchpoints before, during and after conversion 4 . CX Design fuels and ignites [human] customer-centered strategy at each stage along the purchase path. When CX is well-defined, not only is content retention improved, conversion from the content significantly improves as well. To identify points of hesitancy and friction along the purchase path, we recommend allocating a portion of your paid digital budget to an audit of your CX prior to any paid media campaign launch. To foster deep connections with consumers, the technology stack, user experience (UX) and user interface (UI) must also be defined for the desired outcome - continuous engagement and usability. Two additional key development processes MPF provides to improve paid media outcomes: User Experience (UX) - Our clients see exponential paid media returns when we modernize and revamp their UX starting with personas we create based on data from their previous paid media campaigns. Creating personas helps UX designers understand customer motivation, behavior and the best channel to achieve your kpis from paid media campaigns. There is no one definition for ‘good’ user experience. At MPF, great UX encompasses the entire customer/user journey and drives usability. Customer or User journey mapping is undoubtedly one of the most important aspects of ad attribution. User Interface (UI) - Focused on aesthetic and style, user interface (UI) informs the way a human interacts with a computer, mobile device, website or application. UI allows marketers to be thoughtful and innovative about a customer’s unique entry point along the purchase path. The uniqueness of well-executed user experience on your website is the newest way to elevate brand awareness to brand affinity. 4 Interaction Design Foundation Customer Experience Design “ Copyright © 2022 Miroma Project Factory 9 INTENTIONAL ABOUT INNOVATION To deliver personalized branded experiences across channels and in formats preferred by your customers, CMOs and their marketing teams must be intentional about innovation. We do this with interactive content. Interactive content provides a company invaluable information on consumer preferences, informs personalization strategy and can be leveraged across channels. Interactive content is an MPF website content standard. Interactive web content is content (social games, quizzes, calculators, interactive landing pages) that requires active engagement from customers and where MPF shines. For advertisers planning towards interoperability, these types of content are becoming more prevalent in the delivery of their connected customer experiences. Interactive content is our digital gateway to zero-party data capture “ Zero-party data is data proactively shared with a company by a consumer. It is not inferred by clicks on a website so it isn’t oriented to a pixel. Rather, zero-party data is gathered from [human] interaction with digital content on a website or app. By designing elements consumers interact with proactively, we have the ability to deliver ad campaigns hyper-relevant to individual consumer experience and intent. We then create a lookalike audience for paid media targeting, the exact same as you would with first-party data. Zero-party data is the future of intelligent ad spending. Copyright © 2022 Miroma Project Factory 10 Marketing has become more important to a brand’s success than ever and as ad rates across all channels continue to increase, digital marketers and strategists have to look at parallels and intersections before decisions are made around channel, budget and in most cases, audience. What we know now is, consumer’s online purchase habits have evolved. 71% of consumers report using multiple channels to start and complete a transaction. With consumers moving on and off the purchase path multiple times, entering and re- entering from multiple channels, the sales funnel is less like a funnel in shape at all. INTELLIGENT AD SPENDING (REIMAGINING THE SALES FUNNEL) We challenge you to reimagine this decades old achievement cone as a straight line or continuum of intention. Second, translate your first-party data into user personas and contextually relevant audience segments. Copyright © 2022 Miroma Project Factory 11 By mapping user personas and customer journeys to campaign data, we can identify your brand’s unique spectrum of purchase opportunity based on highest and lowest purchase intent (low intent purchasers to the left, high intent purchasers and customers to the right). Seeing customer intent across a number line allows you to draw straighter lines to attribution and optimize customer/user journey to inform your ad campaigns before they launch - allowing your media spend to work smarter and more efficiently towards your business outcomes. In a world full of digital disruption and rapidly evolving processes for customer acquisition, we offer boost capacity to assist with faster innovation, ad campaign solvency and brand survivability. We’re here to help. If you have questions about digital transformation, digital strategy or digital product development, schedule a call with our US Business Director Askia Underwood. GET IN TOUCH AWARENESS/DISC OVERY INTERE ST DESIRE ACTION retention/loyalty info@theprojectfactory.com Miroma Project Factory | LinkedIn | Facebook MPF is the global digital development arm of the MIROMA GROUP I acknowledge the Traditional Custodians of the lands on which I work and extend my deep respects.