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Thoughts on customer centricity and marke3ng
automa3on Michael Leander > www.michaelleander.me > @michaelleander > #ddmconference
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See your picture here
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The purpose of marke3ng is to acquire, convert, sustain and grow
customers whom then in turn will a.ract other customers through
referrals
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DIRECTION -‐ purpose -‐ strategy -‐ tac>cs -‐ execu>on -‐ measure
4
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From wasted to wanted
Messaging
Customer intelligence
Mass Communica>on
Demographic data
Customer history
Contact data
Personalized Communica>on
Segmented Communica>on
Transac>onal Communica>on
Customer transac>on
Inten>on/ behaviour
Data source Integrated Web analy>cs
Web sales Mailing list/ database
CRM system Mailing list/ database
Customer value
Poten>al benefit = Tailored promo>ons (sales)
Loyalty
Informa>on
Relevant offers
Behavioral Communica>on
Poten>al benefit = Up-‐sales/ promo>ons
Triggers based on behavior
Trigger on transac3on
Newsle@ers, surveys &
one-‐size-‐fits-‐all promo3ons
Lifecycle emails
Targeted email campaigns/ offers
97% here
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Essen3al prerequisites in 2014 1. A clear direc9on and enough 9me & resources
to get there 2. A strong database capturing essen9al customer
and prospect informa9on across all touch-‐points 3. A da9ng mindset, not a “sex on the first date”
mindset 4. A relevancy mindset 5. Approach content contextually with a focused
conversion objec9ve for every piece of content you put out there
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Know your browsers and buyers
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Automate marke9ng
• Email marke9ng >
All good marke9ng automa9on starts with geLng her permission
-‐ Email -‐ Mobile -‐ Postal -‐ Telephone
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How do you earn a.en>on in the stream?
Ø Content is needed to get into the stream of your audience
Ø No content, no eyeballs Ø No eyeballs, no interac9on (out of sight, out of mind)
Ø Timing, relevance, customiza9on
Ø Automa9on ?
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Own The Experience from A to Z
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THE CUSTOMER Experience
OMNICHANNEL
RELEVANCE EMPOWERMENT
Innova9on reflec9ng the 9mes we are
living in
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65 fast paced minutes sharing thoughts on these areas
Where are we exactly?
What we need to learn/unlearn
Customer centricity
Marke>ng IQ Test
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Which presenta>on?
A – With fun
B – Without fun
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What really decides consumers to buy or not to buy is the content of your adver>sing, not its form. David Ogilvy
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Using humor is fine, but make sure you connect to your core value proposi>on
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May I be blunt ? • You already know what you are supposed to do when it comes to customer engagement, marke9ng automa9on and such. Commonsense.
• Problem is that 90% of us are not prepared to deal with the technical details necessary to make it work
• And 50% of us haven’t the resources to copy write, produce content and such
• But 90% of us have no problem con3nuing doing what we have been doing for years (“the stronger the brand, the bigger the waste”)
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iQuestion Time
A quick marke3ng IQ test for Portuguese marketers and a look at some of the changes you need to embrace soon
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Which reads the most words per minute – the eye or the ear?
2.500 words per minute 125 words per minute
Quote: Eye reads 20 9mes faster than the ear @michaelleander
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Picture economy is here to stay
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Let’s set a new world record • Take a picture of the
person siLng next to you
• Pass the camera around quickly – we only have 45 minutes
• Leave business card if you want Guide to get started with Marke3ng Automa3on (June)
• Don’t want your pic on Facebook – cover your face
Trondheim, Norway
Sydney, Australia
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Visuals s>r emo>ons in a heart beat
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Find a picture-‐editorial style that works in all channels
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Hero shots telling stories
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New challenges, new opportunities, new fads
Touch
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Use humor and demonstrate the benefit of your product
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Where exactly are we now?
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Empty that old box and rethink how to make marke3ng work
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New genera>ons have different expecta>ons
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80-‐90% of us are not on the right track, not focusing on the things that really ma@ers
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Unsilo your email marke>ng ac>vi>es
Silos
Make
You Suck
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OMNIPRESENCE MULTI-‐CHANNEL
be where your customers and prospects are
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Internet access in Portugal growing steadily.
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Meanwhile in Denmark Door drops are becoming more effec3ve
allowing consumer choice of which adver3sements to receive
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Marke3ng automa3on:
Retarge3ng is the new black onsite – but also via
“targeted” emails
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.. and what once generated
billions in sales was doomed dead, but now might become
fashionable once again
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The biggest conspiracy: Hundreds of thousands of marketers
insis3ng on reinven3ng the wheel every day
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Get 10 Facebook friends to vouch for you to get your
quick loan
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Balancing between two stools
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My a@empt to break up with Qatar Airways to start a rela3onship with E3had Airways started off really good, but then failed miserably
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Listening to the conversa3on about your brand should be part of your
customer centricity program
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Big Data or Small Data?
If you can’t handle small data – you can forget about big data !
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What is the biggest reason for customers defec3on?
• Price of service • Dissa3sfac3on • Don’t get a@en3on
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TOP 5 reasons for customer defec3on
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Customer Expecta3ons When are the customer in touch with us and why? Which expecta9ons do they have and how do we live up to them? How do we communicate with the customers? What impact does customer sa9sfac9on have on revenue and profit?
Customer Value Which customers have which value?
How do we measure it? Which customers will we ajract, retain
or develop? Which service will we provide the
defined segments?
Knowledge of Customers How do we collect knowledge of our customers In which touch points? How do we use this knowledge? How can we enrich and increase our own knowledge
Customer Experience How do we ensure that customers get the same experience across all touch points? On which level must the experience be consistent across all channels?
Balanced effort How do we balance our efforts in rela9on to the customers value? What effect does that have in our ac9vi9es? How far will we go? How do we focus on loyalty, reten9on and cross sales?
Integra3on How do we share knowledge of our customers? How do we plan and implement customer ac9vi9es across the company? How close do we want to integrate ourselves with customers and partners?
Customer strategy
Knowledge
Customer Value
Customer Expecta9on
Balanced effort
Integra3on
Customer Experience
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Don’t count the customers you reach – Reach those who count #adtechjkt @michaelleander
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Like not like, like AIDA The power of social is in the
share which leads to tangible ac>ons
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AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement Share is good, but ac>on counts
Like is NOT a currency, engagements conver6ng to ac6ons are @michaelleander #ddmconference
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The power of social is in the share
Page likes 5.000 Organic reach
845
Shared 222 Total reach 23.168 Clicks ? Likes 74
Call to ac9on
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The Power of Paper
Mul6-‐channel really is mul6-‐channel. Across the board 25% of consumers prefer paper over digital in cri6cal stages of the buying cycle
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Time to pay a@en3on
• Which touch points can you u9lize to provide a bejer customer experience?
• Which processes can you automate effec9vely without loosing the personal touch?
• How can you have a meaningful and relevant “conversa9on” with your audience?
• How do you integrated paper and electronic
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Will they get the deal?
Omnipresence means owning the customer experience in all channels #ddmconference @michaelleander
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No more one size fits all – no more pretending
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Changes in buying behavior impacts the sales cycles tremendously
OTS* high to get a reac9on
No sex on the first date
*OTS = Opportunity to see
Referral & recommenda6on
Latency increase
incuba3on3me
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THE COLOSSAL OTS CHALLENGE Ajen9on Ac9on
Message Message Message Message Message Ac9on
Increase Opportunity To See by mul>ple of 3, 5, 10
Pre launch phase Hard selling phase Nurture & convince phase
The “it’s all over” phase
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Increase OTS for be.er results – works almost all the >me
• Remember: people take longer 9me to make a decision • Higher frequency will not hurt you as long as you are well established in the Mind-‐Box
• In email marke9ng, be sure to differen9ate messages based on open, clicked, no ac9on
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Think about top, mid and end of funnel and focus ferociously on the end goal, short and long term
BoOom of funnel is where the ac6on takes place – engagement need to drive your audience towards
the boOom of the funnel
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In Summary: Own the Experience by an3cipa3ng customer needs
> An9cipate customer needs > Provide 9mely service > Differen9ate communica9on > Personalize communica9on > Understand preferences > Manage the permission
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Personalize and/or customize the experience push/pull
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Sta3c approach: Homepage
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Sta>c approach: What does your visitor want to do next?