2018

Marketing &CRM TrendsBuilding Customer Relationships Through the Right Moments

Dr. Markus WübbenManaging Director @ CrossEngage

360° customer profiles

Data

Real-time cross-channel campaigns

Delivery

Smart segmentation & automated user journeys

Decision

Agenda

1. Strategy 2. Organization 3. Technology

Strategy1

Strategic Hypothesis 1:

Customer acquisition and retention

will merge

Classical Funnel

Source: Court, Elzinga, Mulder, & Vetvik (2009): The consumer decision journey, McKinsey Quarterly.

Set of potential brands by stage

Awareness Familiarity Consideration Purchase Loyalty

The CircleCustomer-initiated Moments Consideration Set & Evaluation

InitialConsideration

Set

Momentof Purchase

Trigger

Business-initiated Moments (Post) Purchase

Strategic Hypothesis 2:

Classical ads will continue to lose relevance

— in favor of meaningful content.

Meaningful Content

AI Content

Ai

Native Ads

X

Helpful Services (informative or entertaining)

Influencer Marketing

Strategic Hypothesis 3:

Customer-initiated moments

will become more relevant.

Evaluation PhaseMost-influential touch points by stage

Source: Court, Elzinga, Mulder, & Vetvik (2009): The consumer decision journey, McKinsey Quarterly.

Store / Agent / Dealer Interactions

Consumer-driven Marketing

Past Experience

Company-driven Marketing

Word-of-Mouth

Online Research

Offline and/or Print Reviews

Traditional Advertising

Direct Marketing

Sponsorship

In-store product experience

Salesperson Contact

12%

21%

28%

39% 26%

37%

26%

10%

22%

31%

43%

5%

Active Evaluation ClosureInitial-Consideration Set

Consideration PhaseShare of purchase and number of brands considered by stage

Source: Court, Elzinga, Mulder, & Vetvik (2009): The consumer decision journey, McKinsey Quarterly.

Sector

Automobile

Personal Computers

Skin Care

Telecom Carriers

Auto Insurance

InitialConsideration

ActiveEvaluation

LoyaltyLoop

63%

49%

38%

38%

13%

30%

24%

37%

20%

9%

7%

27%

25%

42%

78%

Share of Purchase Average Numberof Brands

Ininitial-consideration Set

Added inEvaluation Phase

3.8 2.21.7 1.01.5 1.81.5 0.93.2 1.4

Handling Customer-initiated Moments

Real-time marketing

Google micro-moments

AI detects intentions

Ai

StrategyCompanies will enrich their cross- / up-sell strategy with more

meaningful moments that help customers get more out of the product and ensure that customers keep the brand in

consideration set for next purchase decision.

Organization2

Organizational Hypothesis 1:

Companies will eliminate the organizational silos.

Silos prevent cross-channel orchestration.

With Horrific results.

Organizational Hypothesis II:

There will be an audience gatekeeper.

Decision

Product Management

Execution

Customer Lifecycle

Audience Manager

- Knows audience- Checks frequency- Determines prioritization- Issues channels preferences

Email

Input

The Emerging Role of an Audience Manager

Sales

Requirement

Facebook Push Snail Mail Other Media

. . .

Channel Specialists

Perform channel-specific adjustments

Take over campaign setup

Monitor performance and budgets

Make ongoing optimizations

12

34

Timing Content

Targeting

Which Audience Does an Audience Manager Manage?

Customer Lifecycle

Prospect Recurring Risk

Business-specific Customer Lifecycle

CLC

Business-specific CLC

Which Audience Does an Audience Manager Manage?

Prospect Recurring Risk

No kids

Babies

Kids

Business-specific Customer Lifecycle

CLC

Business-specific CLC

Which Audience Does an Audience Manager Manage?

Prospect Recurring Risk

No kids

Babies

Kids

Business-specific Customer Lifecycle

No kids

Babies

Kids

CLC

Business-specific CLC

Which Audience Does an Audience Manager Manage?

Prospect Recurring Risk

Organization

Audience Managers will be established as new roles in 2019.

Technology3

Technology Hypothesis 1:

Predictive 360° customer view will become standard.

Technology Hypothesis 2:

More Single-channel vendors will merge into multi-channel vendors.

Technology Hypothesis 3:

CDPs will gain further relevance.

Technology Hypothesis 4:

WhatsApp marketing will become a relevant channel for customer-initiated moments.

Technology1.

Predictable 360° view2.

Multi-channel vendors

3.Customer Data Platforms

4.WhatsApp marketing

2018

Marketing &CRM TrendsBuilding Customer Relationships Through the Right Moment crossengage.io