RIP B2B, B2C. Welcome C2B...Customers to Business
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The End of Marketing … As You’ve Been Doing It Loren McDonald, Marketing Evangelist Twitter: @LorenMcDonald
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Transcript of RIP B2B, B2C. Welcome C2B...Customers to Business
The End of Marketing … As You’ve Been Doing ItLoren McDonald, Marketing EvangelistTwitter: @LorenMcDonald
India will be the biggest retail market in the world to evolve in
the digital age.
Shift #1 Customer Power
From …
B2B and B2C
To …
C2B
81%
say they have a holistic view of the customers across
segments/channels
of customers stated that the average brand doesn’t understand them as individuals
78%
We often miss the target …
oops
Welcome!
Generic Welcome Email
First email … “jackets”
Welcome!
Onboarding Email(s)
• Dynamic based on specific category items browsed
• 3-5 emails series
• Top
sellers/recommendati
ons
• Ends with “best offer”
Shift #2: Retention marketing increases
From …
Building brands
To …
Customer retention
Ever buy ski boots online?
21
57% Open rate
26% CTR
45% CTOR
Likelihood to churn scoring model
Subscriber
Activated their System
Annual Churn ~13%
Power User
Arms their home security system regularly
Annual Churn ~8%
Notification User
Receives text/email messages for alerts in their home
Annual Churn ~5%
Super User
Uses interactive services regularly
Annual Churn ~1%
Shift #3: Behavior + Automation
From …
Calendars
To …
Behaviors
While it works, a “broadcast”
approach is a “hope” strategy.
@LorenMcDonald
Traditional Marketing Behavioral MarketingIt’s all about “the plan”:Filling up the Calendar
It’s all about the customer:Acting like a great Concierge
4 per week 50 per day
"To me, photography is the
simultaneous recognition, in a fraction of a second, of the
significance of an event as well as of a precise organization of forms
which give that event its proper expression.”
Henri Cartier-Bresson
The Decisive Moment
You need to connect to everything
Customer Interactions
Mobile Events
Facebook Twitter Devices+
CommunitiesLocation
Retail
Blogs
SMS
SMS Call Center
Push Wearables Email
Shift #4: Mobile rules
From …
The Web
To …
Mobile
“India's Myntra to close website, go mobile only”
Mobile app: 80% traffic70% sales
2.3 times higher than tablet rate
68% of tablet rate vs 43% in 2013
Smartphones closing the gap- 2014 (US)
33% of tablet rate vs 28% in 2013
Desktop centricLots going on
Simpler, more mobile friendly
Responsive Design is One Approach
Desktop Mobile
Horizontal “sections”
Big, finger-friendly buttons
Payment alternatives
Add alternative payment process copy
Mobile app push notifications to reinforce email
Deliver consistent and reinforcing messaging across mobile channels to remind and entice consumers.
Shift #5: Creating value for the customer
From …
Selling
To …
Content
Spring Suiting 101: Tips on How to Dress
• Tips• Guide• Shop
• Tips• Guide• Shop
• Tips• Guide• Shop
• Tips• Guide• Shop
Shift #6: Contextual marketing
From …
Omni-channel
To …
Context
How many channels can we use to reach our customers?
Are you ready to jump in?
Thank You!
Questions?
Loren McDonald
@LorenMcDonald
