1. CUSTOMER MARKETING IN A DIGITAL
WORLD
Anoushka Gangji

2. CUSTOMERS IN TODAY'S WORLD
•Expect more
•Have access to
more information
•Have more
choices
•Can voice their
opinions

3. HOW CUSTOMERS ARE BEHAVING &
INTERACTING?
•Social media has opened up customer support channels
•Companies are easier to expose
•Customers have increased their reach by over 25x
•The power of the influence of customer advocacy can grow your
business

4. CHALLENGES COMPANIES FACE
 Brand
 Create an innovative brand
 Customer Journey
 Providing multi-channel, 24x7, real time and tailored customer journeys
 Integration
 Making customer services an integrated part of the end-to-end customer
experience
 Expectations
 Meet the ever changing and demanding expectations of the customer
 Technology
 Struggle to achieve a single view of the customer throughout the organisation
 Unified vision
 Getting buy in from all departments

5. SO HOW CAN COMPANIES CHANGE THEIR
CUSTOMER MARKETING STRATEGY TO ADAPT IN
THIS NEW DIGITAL WORLD?

6. WHAT IS CUSTOMER MARKETING IN A
DIGITAL WORLD NOW?
1. All about the customer
2. Ready to act and react in real time
3. Full integrated marketing tools
4. Consolidated marketing departments
5. Engaging & aligned brand
CUSTOMER EXPERIENCE

7. WHY CUSTOMER EXPERIENCE IS
IMPORTANT TO COMPANIES?
 Good customer experiences increases loyalty and
reduces customer attrition
 Consistent experience across all touchpoints
 Customers want personalisation
 Make customer experience a priority- throughout
the customer journey
 Focus on engaging customers not managing them

8. AND WHAT DOES MULTI-TOUCH, MULTI-STAGE
CUSTOMER JOURNEY LOOK LIKE?

9. SO HOW CAN COMPANIES IMPLEMENT
CUSTOMER MARKETING IN A DIGITAL WORLD?
 Brand
 Messaging and value proposition
needs to be well defined.
 Buy in from executives
 Data
 Understand you customer
 Implement technologies
 Analyse data to identify who your
customer is and how they behave
 Persona
 Develop your customer profiles &
segments
 Customers lifecycle
 Identify the customer journey
 Content
 Create content specific to your
customer profile and aligned with their
customer purchase journey
 Deliver
 Content with the right messaging,
personalisation through multichannel
approach- different touch points
 Communicate
 Keep communication and experience
consistent throughout the customer
journey
 Advocacy & customer satisfaction
 Implement customer loyalty programs
to increase retention
 Technologies
 Implement technologies to connect your
organisation so you have one source of
truth about your customer
 To deliver , track and measure and gain
insights
 Increases the user experience

10. EVERYTHING STARTS WITH DATA
It is the fundamental basis of any organisation to have that 1 point of truth

11. DEFINE YOUR CUSTOMER PERSONA
 Use technology to analyse data and create segments to help
you target your customer personas with relevant content
 Identify key customer attributes
 What motivates them, what they care about?
 Collect data:
 Demographic, role in buying cycle etc
 Analyse and create segments & profiles
 Identify content types ,Incorporate content creation,
optimisation and promotion
 Combine & map customer personas with content that
would interest them
 Communicate in a consistent way to each segment type
e.g. from on boarding right through to up sell & cross sell

12. Source:Adido
CONTENT PLANNING THROUGH THE BUYERS
JOURNEY

13. CREATE CUSTOMER-CENTRIC CONTENT TO
ENGAGE YOUR AUDIENCE
 Create content specific to your customer profile
 Align it with their customer purchase journey
 Build Content to Attract, Engage and Inspire by
defining the:
 Persona
 Purpose
 Format
 Theme
 Topic

14. COMMUNICATE: CUSTOMERS BUY OUTCOMES
NOT PRODUCTS

15. COMMUNICATE & DELIVER THROUGH VARIOUS
DIGITAL MARKETING TECHNIQUES

16. AND OPTIMISE YOUR DIGITAL TOUCHPOINTS
ACROSS THE CUSTOMER LIFECYCLE...

17. CUSTOMER SATISFACTION & ADVOCACY
 The 3 C’s of customer satisfaction: consistency,
consistency, consistency
 Focus on the entire customer journey and not individual
experiences.
 Empower all customer touch points within your
organisation ( marketing, sales, support etc) to collaborate
together to create a unified consistent experience
 Implement Customer Feedback
 Increase consistent interaction with your customers to
deliver on their wants and needs to increase Customer
loyalty

18. USE TECHNOLOGY TO ...
 Define customer experience then use technology to
increase the customer experience
 Get data and insights to create a more personalised
experience
 Unify customer service channels to provide a
consistent experience

19. SO WHAT ARE THE BENEFITS OF
IMPLEMENTING CUSTOMER MARKETING IN A
DIGITAL WORLD IN YOUR ORGANISATION?
 Satisfied customers = less customer
attrition
 That leads to Increased customer
advocacy, referrals and customer
loyalty which in turn
 Helps you to Connect on an emotional
level to build stronger customer
relationships, thus Creates a
competitive advantage which in turn
Increases revenue and sales!

20. THANK YOU!