Your SlideShare is downloading. ×
0
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Always on marketing
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Always on marketing

785

Published on

Traditional marketers are generally still stuck in ‘campaign’ mode but as customers now demand a great experience anytime anywhere, marketing should be a continuous process across the user journey …

Traditional marketers are generally still stuck in ‘campaign’ mode but as customers now demand a great experience anytime anywhere, marketing should be a continuous process across the user journey based on analytics and data rather than just a one hit wonder. David, with over 12 years of experience in the eCommerce industry, will discuss marketing past vs marketing future and how ‘always on marketing’ can be done effectively across channels by combining inbound and outbound tactics.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
785
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  1. the right message, to the right person, at the right time Deliver Customer Value with ‘Always-On’ Marketing David Bowen EPiServer Product Manager
  2. the right message, to the right person, at the right time Results - + 10X viewership / audience + 200%+ up-tick sales (4 weeks) + more loyal customer base oreocustomer@oreo.com web email social
  3. the right message, to the right person, at the right time Example 1 - Example 2 - “McDonald's found that out the hard way. The promoted tweets received 72,000 responses… Many of the tweets were just plain mean, gross or, even worse for McDonald's, hilarious. There was enough of a negative response that McDonald's, which did not respond with a comment for this story, pulled the campaign a couple of hours post launch.” – FORTUNE MAGAZINE, Dec. 2012
  4. the right message, to the right person, at the right time Marketing’s Past
  5. the right message, to the right person, at the right time Behaviour Useable preferences represent unexpressed wishes
  6. the right message, to the right person, at the right time Marketing’s Future How may I help you?
  7. the right message, to the right person, at the right time
  8. the right message, to the right person, at the right time
  9. the right message, to the right person, at the right time Why?
  10. the right message, to the right person, at the right time
  11. the right message, to the right person, at the right time
  12. the right message, to the right person, at the right time
  13. the right message, to the right person, at the right time
  14. the right message, to the right person, at the right time
  15. the right message, to the right person, at the right time
  16. the right message, to the right person, at the right time
  17. the right message, to the right person, at the right time
  18. the right message, to the right person, at the right time
  19. the right message, to the right person, at the right time
  20. the right message, to the right person, at the right time
  21. the right message, to the right person, at the right time
  22. the right message, to the right person, at the right time Firmly Plant Yourself in Your Customers’ Shoes
  23. the right message, to the right person, at the right time The Challenge Understand your Customer Your Customer is changing Understand your Organization Changing your Organization
  24. the right message, to the right person, at the right time Deliver the Right Experience Across Channels Think Connected Customers
  25. the right message, to the right person, at the right time Customers TODAY are CONNECTED
  26. the right message, to the right person, at the right time New Breed of Always-On Customer Digitally connected and want seamless customer experience anytime anywhere • You need to get to know me! • I’m up at 4am and why aren’t you? • Don’t make me think Source: PWC
  27. the right message, to the right person, at the right time The Customer Journey Visible Trusted Loyal Engaged Converted Service In Touch 81% 67% 46% 43% Connected Consumers Source: Google/Ipsos/Sterling
  28. the right message, to the right person, at the right time EMBRACE and EMPOWER Your NEW CMO
  29. the right message, to the right person, at the right time According to Bain and Co., a 5% increase in CUSTOMER RETENTION can increase a company’s profitability by 75%. How to THRIVE
  30. the right message, to the right person, at the right time Gartner Group statistics report that 80% of your company’s future revenue will come from just 20% of your EXISTING CUSTOMERS. How to THRIVE
  31. the right message, to the right person, at the right time The FUNNEL is DEAD
  32. the right message, to the right person, at the right time True Customer Experience Management • Delivering outstanding, relevant customer experience across all channels and touch points: • Right content / campaign / products • Right time • Right channel • Right context Consistent message and experience Gathering Behavior, Data, Information at Every Single Touchpoint
  33. the right message, to the right person, at the right time Marketing Past Vs Marketing Future Big, Disruptive, One-off Campaign is OUT Small, Relevant, Regular Communication is IN Campaign
  34. the right message, to the right person, at the right time
  35. the right message, to the right person, at the right time
  36. the right message, to the right person, at the right time
  37. the right message, to the right person, at the right time WEB to EMAIL Delivering the Right Experience Across Channels SEARCH to MOBILE to EMAIL SEARCH toWEB to EMAIL EMAIL toWEB EMAIL to MOBILE SOCIAL toWEB to EMAIL SOCIAL to EMAIL SOCIAL to MOBILE EMAIL to SOCIAL MOBILE to EMAIL
  38. the right message, to the right person, at the right time
  39. the right message, to the right person, at the right time Formulation Pre- commerce Commerce Post- commerce Consider • Self-identified need • Provoked need Evaluate • Value proposition • Self actualization Transact • Self actualization realized • Validation Express • Experience evaluation • Product/service performance • Advocacy and Loyalty Connected Customers are on a CONTINUOUS Path to Purchase
  40. the right message, to the right person, at the right time Formulation Pre- commerce Commerce Post- commerce Consider • Self-identified need • Provoked need Evaluate • Value proposition • Self actualization Transact • Self actualization realized • Validation Express • Experience evaluation • Product/service performance • Advocacy and Loyalty Connected Customers are on a CONTINUOUS Path to Purchase
  41. the right message, to the right person, at the right time Formulation Pre- commerce Commerce Post- commerce Consider • Self-identified need • Provoked need Evaluate • Value proposition • Self actualization Transact • Self actualization realized • Validation Express • Experience evaluation • Product/service performance • Advocacy and Loyalty Connected Customers are on a CONTINUOUS Path to Purchase DNA of effective exchanges: • Content • Design • Function
  42. the right message, to the right person, at the right time Connected Customers are on a CONTINUOUS Path to Purchase Formulation Pre- commerce Commerce Post- commerce Consider • Self-identified need • Provoked need Evaluate • Value proposition • Self actualization Transact • Self actualization realized • Validation Express • Experience evaluation • Product/service performance • Advocacy and Loyalty DNA of effective exchanges: • Content • Design • Function
  43. the right message, to the right person, at the right time A Different Marketing Strategy and Process Frequency: regular and on demand Relevance: move from broadcast message to personalised message Longevity: no expiry date - On-going and lives longer
  44. the right message, to the right person, at the right time
  45. the right message, to the right person, at the right time Break the Silos Web Social Email Mobile Print/Offline ….
  46. the right message, to the right person, at the right time Today’s Digital Ecosystem Web Site Analytics CRM
  47. the right message, to the right person, at the right time Today’s Digital Ecosystem Web Site Analytics CRM How do you drive traffic? • Organic search? • Paid search? • Display ad? • Social? • Blog? ? Can you manage the site? Can you personalize the experience? Is the CRM connected? ? ?
  48. the right message, to the right person, at the right time Today’s Digital Ecosystem Web Site Landing Pages Analytics Analytics CRM
  49. the right message, to the right person, at the right time Today’s Digital Ecosystem Web Site Landing Pages Analytics Analytics CRM How do you drive engagement? Is CRM connected? Do analytics tie? ? ?
  50. the right message, to the right person, at the right time Today’s Digital Ecosystem Web Site Landing Pages Mobile Site Analytics Analytics Analytics CRM • How do you handle mobile traffic? • Can you reuse content? • Do analytics tie? ? ?
  51. the right message, to the right person, at the right time Today’s Digital Ecosystem Web Site Landing Pages Mobile Site Analytics Analytics Analytics CRM Landing Pages Analytics • How do you handle social traffic? • Can you reuse content? • Do analytics tie? eCommerce • How do you CONVERT? • How do you drive REVENUE? • How do you drive LOYALTY? • How do you build BRAND? Conversion Path Action Path
  52. the right message, to the right person, at the right time Marketing& Behavioural Automation Right Platform for the New Customer Backend Systems (ERP, Warehousing, Fulfilment, etc.) Web Mobile Social Email Offline / Print 3rd Party Data Source CMS / Presentation / Personalisation eCommerce CRM BI - Analytics - Attribution
  53. the right message, to the right person, at the right time Value of a Digital Marketing Solution Great experience that drives loyalty and lifetime value… • Build knowledge of your digital visitors • Who consumes what content, when, and why? • How can you understand their place in a journey? • Same message on all channels • Best brands are ruthlessly consistent • Personalize and Contextualize across channels • Consumers expect to find content immediately • And formatted for their device of choice TIP: Be wary of Digital Marketing Platforms that can “do it all”.
  54. the right message, to the right person, at the right time Value of a Digital Marketing Solution • Visitors • Personalized experience across channels • Dynamic content • Progressive profiling • Marketers • Easy to update content - usability and operational efficiencies • View and edit across multiple screens inline • Business empowerment - minimal technical resource involvement post launch
  55. the right message, to the right person, at the right time
  56. the right message, to the right person, at the right time
  57. the right message, to the right person, at the right time
  58. the right message, to the right person, at the right time
  59. the right message, to the right person, at the right time
  60. the right message, to the right person, at the right time Website Automation…
  61. the right message, to the right person, at the right time Website Content Personalisation
  62. the right message, to the right person, at the right time Step 1 – User Visits Site
  63. the right message, to the right person, at the right time Step 2 – User Participation
  64. the right message, to the right person, at the right time Retail & E-Tail Step 2 – User Participation A very different experience based on industry selection High Tech
  65. the right message, to the right person, at the right time Step 3 – Download Whitepaper
  66. the right message, to the right person, at the right time  First Name  Last Name  Company  Email  Country  State  Industry  Interest  Behavior 69 What do we know now?
  67. the right message, to the right person, at the right time
  68. the right message, to the right person, at the right time
  69. the right message, to the right person, at the right time Known globally by our clients’ successes:
  70. the right message, to the right person, at the right time A visionary solution: MOBILE-first CONTENT & COMMERCE 73 Powering 20,000+web/mobile venues for 5,000+clients in 30+countries
  71. the right message, to the right person, at the right time SUCCESS STORY – Aspect Software • Existing Marketing Automation user • Picked the right CMS platform, with integration in mind. • Picked the right eCommerce platform with integration in mind. • Launched an engaged, personalized web platform in 1 MONTH • Launched an total lifecycle, mobile first web platform in 2 months • Viewership in Q1 – up 250% • Revenues in Q1 – up 78%
  72. the right message, to the right person, at the right time SUCCESS STORY – Hi-Fi Klubben • Needed to replatform their digital marketing platform with eCommerce focus first. • Community and Search key reqs. • Over 1 million inventory items, behaviour of repeat customers key • After launch of first country site, required Marketing Automation to complete cycle • Repeat purchasers now 75% of business • Turnover increased 60% since new launch • Mobile and Tablet purchases are 33% of sales.
  73. the right message, to the right person, at the right time Thank You! For more details www.episerver.com David Bowen EPiServer Product Manager David.bowen@episerver.com

×