The Future of Marketing is Making Moments Matter
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Transcript of The Future of Marketing is Making Moments Matter
Sales
Community Apps
Analytics
MAKING
@jkrohrs
MOMENTS MATTER
JEFFREY K. ROHRS VP, MARKETING INSIGHTS - SALESFORCE
@JKROHRS
86% of senior-level marketers agree that it is important to create cohesive customer journeys.
But only 17% have integrated customer data across their companies to enable these journeys.
- State of Marketing Leadership Report 2014 Salesforce & LinkedIn
The journey of a thousand miles begins with a single step.
− Lao-Tzu
The customer journey is comprised of thousands of moments.
Awareness
Consideration
Purchase
Retention
Advocacy
Moments matter.
A career & cottage industry made from a moment that everyone overlooked
OPTIMIZE KNOWN MOMENTS
UNCOVER HIDDEN MOMENTS
CREATE
NEW MOMENTS
MAKE THE
SALE
BUILD YOUR
AUDIENCE
INCREASE BRAND
LOYALTY
CONNECTIVITY MOBILE
SOCIAL DATA
CONNECTIVITY
SOCIAL DATA
4.55 BILLION eMarketer Dec 2013
SOCIAL DATA
50 BILLION Cisco 2014
4.55 BILLION eMarketer Dec 2013
DATA
50 BILLION Cisco 2014
4.55 BILLION eMarketer Dec 2013
73% Pew Research Sept 2013
50 BILLION 4.55 BILLION eMarketer Dec 2013
73% Pew Research Sept 2013
7% 1% IDC May 2014
34% Cisco 2014
CONNECTIVITY MOBILE
SOCIAL DATA
MOMENT MAKERS
MAKE THE
SALE
BUILD YOUR
AUDIENCE
INCREASE BRAND
LOYALTY
www.audiencepro.com
AUDIENCES ARE ASSETS
THE AUDIENCE IMPERATIVE USE YOUR PAID, OWNED & EARNED MEDIA NOT ONLY TO SELL IN THE SHORT TERM BUT ALSO TO INCREASE THE SIZE, ENGAGEMENT & VALUE OF YOUR PROPRIETARY AUDIENCES OVER THE LONG TERM.
ALL MARKETING IS NOW DIRECT @JKROHRS
OPTIMIZE KNOWN MOMENTS
UNCOVER HIDDEN MOMENTS
CREATE
NEW MOMENTS
OPTIMIZE KNOWN MOMENTS
A moment that transforms fans into stars…
…and storytellers
A moment that yields 15K+ email subscribers per week ($450K value/wk)
A moment that fill seats & increases share of wallet.
RESPONSIVE, PERSONAL MOMENTS • <30 seconds opt-in
to receipt • 18% CTR boost • 11-15% revenue lift
on design • 12-18% revenue lift
on personalization
200K+ Entries in 60s 5.4M Hashtag Uses 2.6B TW Impressions +211K TW Followers 12x Web Traffic A moment that transforms passive
viewers into active amplifiers.
OPTIMIZE KNOWN MOMENTS
UNCOVER HIDDEN MOMENTS
@JKROHRS
A moment that generates “Super” sales and a proprietary audience.
$35 Online Sale Transformed
into $800 In-Store Upsell
A moment to connect, serve & upsell.
A moment to network, increase reach & build an audience of business travelers.
UNCOVER HIDDEN MOMENTS
CREATE
NEW MOMENTS
A moment to steal the sale & increase customer loyalty.
A moment to connect with the customer in entirely new ways.
A moment to provide real-time inventory, increase sales, boost customer sat. & uncover new product opportunities.
The customer journey is comprised of thousand of moments.
MAKE THE
SALE
BUILD YOUR
AUDIENCE
INCREASE BRAND
LOYALTY
OPTIMIZE KNOWN MOMENTS
UNCOVER HIDDEN MOMENTS
CREATE
NEW MOMENTS
CONNECTIVITY MOBILE
SOCIAL DATA
MOMENT MAKERS
MOMENTS MAKE THE JOURNEY
@JKROHRS
JEFFREY K. ROHRS VP, MARKETING INSIGHTS - SALESFORCE
@JKROHRS
Sales
Community Apps
Analytics
MAKING
@jkrohrs
MOMENTS MATTER
