Trends ineMarketing Murat Esmer http://muratesmer.com
Presentation Content Customer Centricity Channel Diversiﬁcation Data Social Media Content Strategy
1 - Customer CentricityUser ExperienceCustomer Experience ManagementVoice of the Customer
1 - Customer Centricity User ExperienceUser Centred Design: Usability tests must be applied in order tomaintain UX-centric digital web environment.Humanisation of Experience & Emotional Design: The digitalenvironment became more “human” to compete with ofﬂine. Trust,conﬁdence, enjoyment, brand loyalty will be increasingly important.Examples: Live Chat, Live Stream, Virtual Sales Reps., Touch Sensitive Tech.Proliferation of Devices: Brings conﬂict on cross-channel customerexperience. Brands must adapt mobile internet & tech. to succeed.Location based marketing, targetted ads will become crucial via socialnetworks & mobile applications.Gamiﬁcation: is not only social gaming, it is about understanding howusers behave to understand to achieve business goals.Example: Virtual Badges of Foursquare
1 - Customer CentricityCustomer Experience Management Customer Experience has impact on both ﬁnancial performance and softer metrics like brand perception & customer satisfaction. Customer-Centric Culture must be set and testing tools (A/B, Multivariate Test, Usability, Heatmap Test) must be integrated to learn the right approach.
1 - Customer CentricityCustomer Experience Management Customer Struggle Must Be Reduced! Poor online UX, coupled with a lack of insight about why customer are abondoning websites, is costing business. Companies have least understanding about what is happening at the bottom of the online sales “funnel”. Budgets must be allocated. Direct > Social Media > Google Adwords > Social Media > Direct Companies are prioritising investment in online channels but de-prioitising investment in the online customer experience.
1 - Customer Centricity UnderstandingCustomer Experience Methods used for understanding the customer experience; Web Analytics Online Surveys User Testing A/B or Multivariate Tests Customer Interviews Social Media Tools Online Reputation Buzz Ofﬂine Surveys Online Focus Groups Session Replay Technology
1 - Customer CentricityAdditional ResourceHow Brand can use Location-Based Marketing:Mobile AppsMobile Search (Keyword-SEO Strategies Device-Connection BasedMobile Google AdwordsFoursquareFacebook DealsHyperlocal Content Strategy
1 - Customer CentricityGamiﬁcation RulesCan game mechanics help customer to engage with your product orservice?Will they help to increase revenue and improve overall customerexperience?Look closely at mechanics that focus attention on what brands do best,and then think about how to get your customers to share and drivenew business for you.Increase repeat business should be high on the list of prioritiesMake customers feel “very” special.
2 - Channel DiversiﬁcationMobile App vs. Mobile Web; Which one is the right to invest?Reality: Customers use both, so integrated approach is the optimalsolution.To decision to invest in an app or in a mobile website depends on thecompany’s target audience and the functionality of the app. Companies alsoneed to consider time, budget and resource to develop each solution.About native, web or hybrid mobile app development, here is a presentationhttp://bit.ly/whichapptodevelop
2 - Channel Diversiﬁcation Connect Channels with MobileConnectivity will be in customer’s hands!More than half of the smartphone owners to their handsets to locate a physicalstore and more than 47% use their phones to directly purchase products orservices. (Ref; http://bit.ly/mobileretailresearch)Retailers need to budget for a mobile-friendly e-commerce platform whendeveloping a mobile app or website.
2 - Channel Diversiﬁcation Actions Taken as a Result of a Mobile Search 59% Discuss > Talked to others, visited social networks, recommend brand or product to others 67% Continue Research > Looked for more information on PC, smartphone or ofﬂine 68% Visit a Business > Store, Online Retailer or Brandwebsite 53% Purchase > In-Store (40%), Online (35%), Smartphone (20%)Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011
2 - Channel Diversiﬁcation Actions Taken AfterAccesing Local ContentCalled the business (61%)Visited a business (59%)Looked up business on a map or got directions (58%)Visited the website of a business (54%)Made a purchase from a business online (22%)Recommend a business/service to someone else (22%)Read or wrote a review about business (20%)Marked or added a business to favorite list (19%)
2 - Channel Diversiﬁcation The Rise of the Second ScreenIt is now very common for people to watch TV while also interactingwith PC, mobile or tablet.Examples;1 - ~10% of all Youtube views are now on mobile2 - Shazam gives users the ability to almost instantly recognise TV content.3 - Users can check in to TV programmes in a similar way to Foursquare withGetGlue App.
2 - Channel Diversiﬁcation Mobile CommerceMobile Payment Systems are Growing.Ex: Google Wallet, Turkcell CüzdanMobile Phones now Enable Richer Shopping Experience with HTML5Near Field Communication (NFC) Technology will ﬁnally allow mobilewallets to reach mainstream consumer adoption. (http://bit.ly/nfcpayment)Carrier based targeted offers will be delivered to customers soon andthey will also provide payment services.Ex: Turkcell Cüzdan
3 - DataMeasuring the Value of Social MediaSocial CRMAttribution Management
3 - DataMeasuring the Value of Social MediaOrganisations have to be shed light on the measurement of belowparameters;Social BenchmarksAction & InteractionTrafﬁcSalesLeadsSearch MarketingBrand MetricsPRCustomer EngagementRetentionProﬁts
3 - Data Social CRMData offers the oppurtunity to evaluate, anticipate and exceedcustomer expactations in an increasingly interactive, mobile world.Explicit Data; includes what people say/ask for in any of a variety of settings,from a brand’s own website and preference centres, letters, phone calls orstore-captured response, to product forums, review sites and of course, socialnetworking.Implicit Data; includes many long standing facets, such as purchase history,website and ofﬂine behaviour and demographic information. Social elements,such as “Likes” or statements that imply sentiment or interest. Depending onthe source, social data may also include location and some demographic/proﬁledata.
3 - Data Attribution ManagementThe digital age of concept, data-driven, totally accountable marketinghas proven to be more difﬁcult to achieve than ﬁrst thought.Questions are;Which tactics are producing revenue, which are having brand impact and howdo they relate to the others?Which tactics are helping to produce revenue by enabling sales through otherchannels?How should an organisation credit the initial brand impression (If it is able toidentify it) versus clicks down the line toward ultimate purchase?When customers are exposed to marketing ofﬂine and digitally, how can creditbe accurately assigned?
3 - Data Attribution ManagementPremier vendors such as Atlas, Adobe Omniture, Google have rolledout tools to better understand how different tactics play a role.Although there are various models, true one is the same;De-duplication of credit to multiple afﬁlliate partners for the same lead orclick.Reﬂection of online to ofﬂine and vice versa.True understanding of brand and engagement elements that contribute to thesale, such as display and social media
4 - Social MediaSocial for SEOSocial Media has a visible impact on SEO activity. (http://selnd.com/12EdiDv)Contributes under natural keyword variation, unique, content generation,link-buildingSocial CommerceIt is crucial to combine strategy under providing customer support, salessupport and marketing and generate sales with Social CRM and Apps.Social Media ManagementIntegrate all channels into one platform like Hootsuite, Sprout Social.Measure all the quantitative or qualitative date.Administrate succesfully and organise the activity
5 - Content StrategyAdvertising is dying as it no longer works so well in a morefragmented media world rife with ad skipping technologies.Brands are shifting budgets to invest increasingly in „ownedmedia‟ (own websites, e-newsletters etc.) and „earned media‟ (links toyour site, what customers say about you via social media, ratings/reviews etc.).
5 - Content StrategyEarned Media BeneﬁtsAgainst Bought MediaIt is usually cheaper to create.Distribution online is “free”.Word of mouth is still the most effective form of marketing so peer-to-peer endorsement isideal.Ad skipping technologies (online, TV etc.) mean increasing amounts of bought media are notbeing seen.Earned media delivers inbound links online which is now the key factor in a brand‟s searchengine rankings and improved search results = direct ROI.Content, and earned media, have a long life. Unlike advertising or marketing campaigns,which are ephemeral, content can be considered an asset which „keeps on giving‟ viacontinued direct trafﬁc from links and indirect trafﬁc via improved search rankings.