Through the Right Moments Marketing & CRM Trends · Consumer-driven Marketing Past Experience...
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2018 Marketing & CRM Trends Building Customer Relationships Through the Right Moments
Transcript of Through the Right Moments Marketing & CRM Trends · Consumer-driven Marketing Past Experience...
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
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
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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
