On-demand marketing engagement

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Customers are demanding more from their brands. They want it now, they want it on their own terms, they want it to be relevant to them, and they want it to be easy. These are the building blocks companies need to use when developing a customer experience in an on-demand world. David Edelman made this presentation at the McKinsey Chief Marketing & Sales Officer Forum event in 2012.

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  • On-demand marketing engagement

    1. 1. ON-DEMAND ENGAGEME NT DAVID EDELMAN Global Co-leader, Digital Marketing & Sales Practice #CMSOevent @DavidEdelman It’s about their journey Chief Marketing & Sales Officer Forum, 2012
    2. 2. FIND VisualText Voice
    3. 3. PARTICIPAT E App Twitter YouTube
    4. 4. Amazon NOWDISCOVE R Netflix Facebook
    5. 5. NOWI WANT IT NOW
    6. 6. LET ME BREAK A COMPROMISE
    7. 7. MAKE IT FOR ME
    8. 8. IT BETTER BE SIMPLE
    9. 9. are on the way to create AN ON-DEMAND WORLD MORE BUILDING BLOCKS
    10. 10. EYE TRACKING NFC MOTION SENSING BIOMETRICS
    11. 11. The Customer Decision Journey
    12. 12. NOW LET ME FOR ME SIMPLY DELIVERING ON-DEMAND Be there Reduce the effort Enable the “wow” Personalize the journey
    13. 13. use case scenario CUSTOMER DECISION JOURNE
    14. 14. Diane taps her friend’s headphones, embedded with NFC technology.
    15. 15. The tap leads Diane to Listen Ups’ mobile website.
    16. 16. She checks out the color options and posts to Facebook.
    17. 17. An alert prompt is sent to Diane’s phone.
    18. 18. Looks like pink was the big winner.
    19. 19. She buys the pink ones and receives a free month of Pandora.
    20. 20. Headphones are delivered the next day.
    21. 21. She posts a real picture of her new headphones. Her friends love them.
    22. 22. If her friends buy headphones she gets another free month of Pandora.
    23. 23. Diane gets an email offering a discount at a local club.
    24. 24. The buying cycle begins again.
    25. 25. BE THERE Coordinate built, opt-in, and paid touchpoints. NOW
    26. 26. HELP HER DELIVER EMOTION Accomplish Entertain Inform Connect Recognition Fun Personalization Achievement ENABLE THE “WOW” Uncover the real compromise LET ME
    27. 27. PERSONALIZE THE JOURNEY Filter “Big Data” from and to the front line FOR ME Personalize & Share Interpret Capture Engage
    28. 28. REDUCE THE EFFORT SIMPL Y
    29. 29. Delivery 3 DesignData 21 IT’S TIME TO GET DELIBERATE
    30. 30. Radian 6 What type of data do you gather? Howdoyougatherdata? Passively track Actively stimulate WHAT ARE THEY SAYING? DATA TRENDS WHAT ARE THEY SEEING? WHAT ARE THEY DOING?
    31. 31. Spend Incrementalcustomeracquisitions DATA PERFORMANCE New techniques converge media mix modeling and attribution
    32. 32. PEOPLE understand her complete contextWHERE IS SHE? WHO IS SHE? WHERE IN JOURNEY? DATA
    33. 33. OCCASION Cheryl is doing last minute Christmas shopping CONSIDERS She is hoping to find a gift for her mom quickly so that she can meet up with her friends. EVALUATES The associate helps her to select a Bluetooth headset. It’s the perfect gift for her mom, who has a long commute to work. But it costs more thank she wanted to spend. Pandora pitch from Associate. BUYS She purchases and checks-out on the associates iPad. She provides her email address in order to receive the free one month subscription to online radio. BONDS She gets an email from brand with a video about how to use the Bluetooth headset. She emails it to her mom so she won't have to help her mom set it up. COMMITS Brand sees her mom’s blog post and shares it on their Facebook page; A month later when her online radio subscription is about to expire she is notified by brand and is offered a free year's subscription with her next purchase. ADVOCATES Her mom easily sets up the Bluetooth headset on her own. Cheryl's mom is a blogger on Babble and writes about her great experience with the brand. DESIG N RICH USE CASES drive requirements
    34. 34. DESIG N FEEDBACK, FEEDBACK! buzz and behavior
    35. 35. TAKE A HARD LOOK AT: Customer intelligence Campaign and program planning Content supply chain Performance tracking Agency management Service support DELIVER Y SMART, ITERATIVE, CROSS-CHANNEL & REAL TIME
    36. 36. BANK: Elevated CMO, closer to CIO/ CFO/ COO Cross-BU executive steering committee Digital marketing ctr. of excellence Mobile/Social executives EMBRACE NEW STRUCTURES DELIVER Y
    37. 37. MARKETING OR ENGAGEMENT? THE BIG QUESTION

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