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Marketing as customer experience

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Effective marketing in today's digital world requires combining skills in marketing, technology and user centered design to deliver utility thru a simple experience

Effective marketing in today's digital world requires combining skills in marketing, technology and user centered design to deliver utility thru a simple experience

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Marketing as customer experience Presentation Transcript

  • 1. Marketing in a Digital World
    From web content to experiences
  • 2. Page 2© 2008 Razorfish. All rights reserved.
    Reaching an Audience
    Creating an Experience
  • 3. Page 3© 2008 Razorfish. All rights reserved.
    Marketing has changed
    What are the new rules?
    How do we win this game?
  • 4. Page 4© 2008 Razorfish. All rights reserved.
    Marketing has changed
    Content is still King
  • 5. Page 5© 2008 Razorfish. All rights reserved.
    The brand your brand could sell like
  • 6. Page 6© 2008 Razorfish. All rights reserved.
    Agenda
    What’s the opportunity?
    How can we capture it?
  • 7. Page 7© 2008 Razorfish. All rights reserved.
    Traditional
    Interrupt the show
    Interest and Inspire
    Hope they buy
    Respond when interested
    Engage and involve
    Social interaction
    Digital
  • 8. Page 8© 2008 Razorfish. All rights reserved.
    Traditional
    Help sell the productUsing stories
    Help serve the customer
    Using data
    +
    Digital
  • 9. Page 9© 2008 Razorfish. All rights reserved.
    Experiences
    Content
    Services
    Data
  • 10. Page 10© 2008 Razorfish. All rights reserved.
    Three Success Factors
    Consumer Insights
    New Technology
    Simplified Experiences
  • 11. Page 11© 2008 Razorfish. All rights reserved.
    Examples
  • 12. Page 12© 2008 Razorfish. All rights reserved.
    Over 3 million “good moods” to date
  • 13. 3 weeks – 22,653 promises made 49 million media impressions
  • 14. Inspired and Led by the Online Community
  • 15. Inspired and Led by the Online Community
    TM
  • 16. Page 16© 2008 Razorfish. All rights reserved.
    Family vacations without the hassle
  • 17. Page 17© 2008 Razorfish. All rights reserved.
    Family vacations without the hassle
  • 18.
  • 19. H&R Block: Before
    Page 19© 2009 Razorfish. All rights reserved.
  • 20. H&R Block: After
    Page 20© 2009 Razorfish. All rights reserved.
  • 21. Social Widgets
    Page 21© 2009 Razorfish. All rights reserved.
    Widgets were viewed more than 2.1MM times, creating over 200,000 user interactions with the brand
  • 22. Page 22© 2008 Razorfish. All rights reserved.
  • 23. Shoppers Register
    Coupons are Loaded to the Shopper’s account
    Coupons are Redeemed at POS thru Network
    Redemption data is sent to a clearinghouse for Reimbursement
    Real-Time Analytics
    Paperless Coupons
  • 24. Page 24© 2008 Razorfish. All rights reserved.
  • 25. - AT&T
    - AT&T
    - Netflix
    - Beijing Olympics
    - Time Warner
    - Ford SYNC
  • 26. Page 26© 2008 Razorfish. All rights reserved.
    Three Success Factors
    Consumer Insights
    New Technology
    Simplified Experiences
  • 27. The E-Team
    Marketers
    What do consumers want?
    What’s saves money/time?
    How do we keep it simple?
    Technologists
    Designers*
    * art, copy, user experience
    Page 27© 2008 Razorfish. All rights reserved.
  • 28. Traditional organization
    Research & Development
    Operations
    Marketing & Sales
    Corporate Comm
    Human Resources
    Customers
    Digitally driven organization
    Research & Development
    Operations
    Marketing & Sales
    Corporate Comm
    Human Resources
    Customers
  • 29. CEO
    To be successful here:
    Have to collaborate here:
    CIO
    CMO
    Customers
  • 30. Page 30© 2008 Razorfish. All rights reserved.
    Our Mission
    Create experiences that build businesses.
    As one of the largest interactive marketing and technology companies in the world, Razorfish helps its clients build better brands by delivering business results through customer experiences.
    Razorfish has offices across the United States, in Australia, Brazil, China, France, Germany, Japan, Spain, UK and more.
  • 31. Thank you!
    Aninda Roy
    aninda.roy@razorfish.com
    Page 31© 2008 Razorfish. All rights reserved.