The New Customer Journey - Digital Marketing Institute 2021 - Clark Boyd
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We are experiencing a period of acceleration in digital transformation, as businesses were forced to speed up the adoption of digital technology and develop digital and/or digitally-enabled products and services that could be marketed and sold quickly. Digital Marketing professionals in response have pivoted, replaced, and evolved strategies and implement changes that could be here for the long haul. We are joined by Clark Boyd, digital strategy consultant, author, and trainer, as we look at how to grow and retain your customers using your customer data in this redefined landscape and get results. In this session we will: Look at how customer demands and behaviors have changed Take a look at customer journey frameworks Consider different data sources Look at how to segment your audience We'll show how you can implement your new strategy.
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The New Customer Journey - Digital Marketing Institute 2021 - Clark Boyd
- 1. digitalmarketinginstitute.com 1 THE NEW CUSTOMER JOURNEY - STRATEGIES FOR SUCCESS Clark Boyd March 2021 https://hitech.substack.com/
- 2. digitalmarketinginstitute.com 2 BEFORE WE GET STARTED Today’s webinar is scheduled to last 1 hour inclusive of Q&A This webinar is being recorded and the recording will be sent to all attendees within 3 hours of the webinar concluding. Attendees will receive a Certificate of Attendance. We love to see these on social so please share and tag: Clark Boyd; Caroline Hollick-Ward & the Digital Marketing Institute, and we’ll be sure to comment & like. Certified POWER members will receive 1 CPD credit, automatically for attending this webinar. To access the slides, click on the handout section during the webinar. They cannot be sent out along with the recording post-webinar. Ask any questions you have, by submitting your questions through the “ask the staff a question” box and hit send. Any communications we have to share / responses to questions – will be shared through the chat accessed through the “? Bubble” The recording and slides will be available to members in your resource sections within 48 hours.
- 3. digitalmarketinginstitute.com 3 COMING UP 1. Customer journey frameworks The funnel Personas The messy middle 2. Core customer behaviors 3. Five strategies for success: Access Engage Customise Connect Collaborate
- 4. digitalmarketinginstitute.com 4 The customer is in control of how they interact with brands. They can interact with brands – and fellow customers – however and whenever they want. This creates a lot of data. But how much of it is genuinely useful?
- 5. digitalmarketinginstitute.com 5 57% Of high-income households will continue spending more online than in-store after the pandemic subsides Of UK consumers bought a product online in 2020 that they had only previously bought in-store *NatWest
- 7. digitalmarketinginstitute.com 7 digitalmarketinginstitute.com 7 ONLINE OFFLINE Billboard Display ad YouTube In-store Social media Website What motivates the customer? What drives them from one state to the next? Too many frameworks neglect these questions.
- 9. digitalmarketinginstitute.com 9 digitalmarketinginstitute.com 9 Forces marketers to think about earlier stages of the journey Handy metaphor everyone can relate to
- 10. digitalmarketinginstitute.com 10 digitalmarketinginstitute.com 10 Too brand-centric Assumes a natural flow betweenthese states In the digital age, we can go from awareness to purchase instantly
- 12. digitalmarketinginstitute.com 12 digitalmarketinginstitute.com 12 PERSONA + JOURNEY More empathetic; takes the customer'sperspective Comprehensive Shifts focus to decision, rather than purchase
- 13. digitalmarketinginstitute.com 13 digitalmarketinginstitute.com 13 PERSONA + JOURNEY We rarely have this accuracy of user-ID data Tells us what they did, but not why
- 14. digitalmarketinginstitute.com 14 digitalmarketinginstitute.com 14 “THE MESSY MIDDLE” https://www.thinkwithgoogle.com/intl/en- gb/consumer-insights/consumer- journey/navigating-purchase-behavior-and- decision-making/
- 15. digitalmarketinginstitute.com 15 digitalmarketinginstitute.com 15 “THE MESSY MIDDLE” Reflectsa more fluid, non-linear purchase journey Complementedby behavioral tips: Social proof,Power of now, etc
- 16. digitalmarketinginstitute.com 16 digitalmarketinginstitute.com 16 “THE MESSY MIDDLE” Difficultto implementand communicate Puts the brand at the core of the decisionprocess
- 17. digitalmarketinginstitute.com 17 These models help us visualise what people do, but not why they do it. As marketers, we are in the business of understanding and shaping behaviors.
- 19. digitalmarketinginstitute.com 19 THE 5 CORE DIGITAL CUSTOMER BEHAVIORS * Prof. David Rogers,ColumbiaBusiness School
- 20. digitalmarketinginstitute.com 20 “THE HIERARCHY OF DIGITAL BEHAVIORS”
- 22. digitalmarketinginstitute.com 22 ACCESS Faster, on-demand access to products, services,and experiences.Putting the customerin control. What it looks like: On-demand video Branchless banking Location-basedservices Wearables Voice-activated devices Fast loading speeds Done right, it improves: Customeracquisition Customersatisfaction Sales
- 23. digitalmarketinginstitute.com 23 ACCESS Faster, on-demand access to products, services,and experiences.Putting the customerin control. What it looks like: On-demand video Branchless banking Location-basedservices Wearables Voice-activated devices Fast loading speeds Done right, it improves: Customeracquisition Customersatisfaction Sales
- 24. digitalmarketinginstitute.com 24 Faster, on-demand access to products, services,and experiences.Putting the customerin control. ACCESS What it looks like: On-demand video Branchless banking Location-basedservices Wearables Voice-activated devices Fast loading speeds Done right, it improves: Customeracquisition Customersatisfaction Sales
- 26. digitalmarketinginstitute.com 26 Creating valuable content in an age of abundance. ENGAGE What it looks like: How-to content Branded games Data journalism In responseto pain-points and questions that customers communicate explicitly and implicitly. Done right, it improves: Site visits Sales
- 29. digitalmarketinginstitute.com 29 Providing customized or curated experiences.Requires automation, first- party data, and customerinsight. CUSTOMIZE What it looks like: Personalized ads Multiple productoptions First-party data use Done right, it improves: ConversionRate Average Order Value CustomerLifetime Value
- 30. digitalmarketinginstitute.com 30 CUSTOMIZE What it looks like: Personalised ads Multiple productoptions First-party data use Done right, it improves: ConversionRate Average Order Value CustomerLifetime Value Providing customized or curated experiences.Requires automation, first- party data, and customerinsight.
- 32. digitalmarketinginstitute.com 32 TASTRY: A “small data” approach to wine recommendation
- 34. digitalmarketinginstitute.com 34 Digital experiencesthat allow for expressionand communication - with other customers as well as the brand. CONNECT What it looks like: Influencermarketing Community management Social media monitoring Done right, it improves: Word-of-mouth Loyalty
- 38. digitalmarketinginstitute.com 38 Customers help to build the business. Contribution can be active or passive. Requires an “open-source”mindsetto brand building. COLLABORATE What it looks like: Crowdsourcing Competitions Ratings and reviews Done right, it improves: Productdevelopment Retention Engagementrates
- 39. digitalmarketinginstitute.com 39 Customers help to build the business. Contribution can be active or passive. Requires an “open-source”mindsetto brand building. COLLABORATE What it looks like: Crowdsourcing Competitions Ratings and reviews Done right, it improves: Productdevelopment Retention Engagementrates
- 42. digitalmarketinginstitute.com 42 A STRATEGY FOR ALL 5 BEHAVIORS
- 43. digitalmarketinginstitute.com 43 ACCESS - Book stylist sessions (and more) on app ENGAGE - QR codes lead to influencer content on social media CUSTOMIZE - Personalized rewards through in-app game CONNECT - Interactive live-stream shopping sessions COLLABORATE - Create and "upvote" style ideas BURBERRY: SOCIAL RETAIL IN SHENZHEN, CHINA
- 45. digitalmarketinginstitute.com 45 digitalmarketinginstitute.com 45 Customer journey frameworks bring needed structure to a noisy environment But they foreground the 'what' over the 'why' of customer behavior Insights are more than just facts or behaviors. They are human truths that allow us to create more effective strategies If we map our strategies to one of the core behavioral needs, we can help customers along a more fluid journey