Putting Customers at the Heart, Mark Iremonger

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Mark Iremonger, CSO iCrossing UK opens the iCrossing UK Client Summit with 'Putting Customers at the Heart' Data Driven Marketing.

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Putting Customers at the Heart, Mark Iremonger

  1. 1. Putting Customers at the Heart Data Driven Marketing Mark Iremonger1
  2. 2. MILESTONES Data Driven Marketing 1440 1590 1740 1890 2040 ‘122
  3. 3. MILESTONES WWW 1440 1590 1681 1740 1878 1890 1922 ‘29 ‘55 ‘64 2040 ‘91 1973 20123
  4. 4. THE LAST DECADEWWW‘91 ‘94 1996 ‘97 ‘98 2000 ‘01 ‘03 2004 ‘05 ‘06 2008 ‘09 2012 4
  5. 5. COLOURWWW‘91 ‘94 1996 ‘97 ‘98 2000 ‘01 ‘03 2004 ‘05 ‘06 2008 ‘09 ‘11 2012 5
  6. 6. MORE COLOURWWW‘91 ‘94 1996 ‘97 ‘98 2000 ‘01 ‘03 2004 ‘05 ‘06 ‘07 2008 ‘09 ‘11 2012 6
  7. 7. 2012WWW‘91 ‘94 1996 ‘97 ‘98 2000 ‘01 ‘03 2004 ‘05 ‘06 ‘07 2008 ‘09 ‘11 2012 7
  8. 8. Gaming A BIG DECADE Mobile Changed Consumers DigitalWWW Channel Diversity Future Web 2.0 Rich Data Web 1.0 It’s All New‘91 ‘94 1996 ‘97 ‘98 2000 ‘01 ‘03 2004 ‘05 ‘06 ‘07 2008 ‘09 ‘11 2012 8
  9. 9. PUTTING CUSTOMERS AT THE HEART OF IT Changed consumers.9
  10. 10. HOW PEOPLE FEEL ABOUT YOUR BRAND IS DRIVEN BYTHEIR LEVEL OF TRUST AND THEIR EXPERIENCE Brand experience Perception Level of trust Acquisition Retention
  11. 11. A RELATIONSHIP FRAMEWORK HELPS FOCUS Partner Signature actions TrustedSweat the small stuff Liked Supplier
  12. 12. GETTING THE BASICS RIGHT IN BAU CUSTOMER COMMUNICATIONS• Relevance• Value exchange• Better use of assets Partner• Transparency and openness• Reframe messages positively Trusted Sweat the small stuff Customer at the heart of everyday communication Liked Supplier
  13. 13. TARGETED ACTIONS TO COMPLEMENT BAUBASED ON CUSTOMER INTELLIGENCE Signature actions Active Consultation Partner Eg Prompt re-evaluation Differentiate in categoryCategory perception change Visible Listening Brand objectives Trusted Price Proactivity Service or product Liked innovation Supplier
  14. 14. PUTTING CUSTOMERS AT THE HEART OF ITCREATES A VIRTUOUS CIRCLE Brand derives maximum Customer derives value from customer maximum value from brand Rich Data gives us better customer intelligence to direct activity
  15. 15. TWO CATEGORY LEADERSCustomer led Price ledTwo-sided One-sidedReassuring ShockingBrand does the work Customer does the work
  16. 16. PUTTING CUSTOMERS AT THE HEART OF IT Channel Diversity.16
  17. 17. HIGH LEVEL CUSTOMER JOURNEY AND KEY DIGITAL CHANNELS Purchase Moment Loyalty Cross-sellAwareness Consideration In Life Advocacy AFFs PPC SEO Display Display Social Website Mobile Email Secure Website
  18. 18. A FOCUS ON CONVERSION Purchase Moment Loyalty Cross-sellAwareness Consideration In Life Advocacy AFFs PPC SEO SEO Display Display Social Website Mobile Email Secure Website
  19. 19. PUTTING CUSTOMERS AT THE HEART OF IT REQUIRES A BROADER DIGITAL APPROACH BUILT ON CUSTOMER NEED Purchase Moment Loyalty Cross-sellAwareness Consideration In Life Advocacy AFFs PPC SEO Display Display Social Website Mobile Email Secure Website
  20. 20. Purchase Moment Loyalty Cross-sellAwareness Consideration In Life Advocacy AFFs PPC SEO SEO Display Display Social Website Mobile Email Secure Website
  21. 21. Purchase Moment Loyalty Cross-sellAwareness Consideration In Life Advocacy AFFs PPC SEO Display Display Social Website Mobile Email Secure Website
  22. 22. AN IDEAL CUSTOMER PROFILE Real time view and capability • Consolidated data streams • Realtime dynamic tailored content • Targeted media
  23. 23. KNOWING WHERE TO PUT YOUR EFFORT • Conversion • Category Leadership • Customer Leadership23
  24. 24. SEIZING THE MOMENT(S) POST SIGNAL OR TRIGGER Purchase Moment Loyalty Cross-sellAwareness Consideration In Life Advocacy AFFs PPC SEO Display Display Social Website Mobile Email Secure Website
  25. 25. DATA IS THE LIFEBLOOD OF KNOWING YOUR AUDIENCE AND BUILDING VALUABLE CUSTOMER RELATIONSHIPS > Trust and the customer experience are intertwined – Your customers have different expectations of your brand to five years ago – What are your customers priorities – How can you mine the data landscape to know your customers better – How do you craft a converged customer experience > Know where, when and how to invest – Comms framework that integrates paid and owned channels – Seizing the Moments25

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