Historically, Brand perception has been a one way street, with recipients of marketing messages unable to re-engage with the brand (aside from consumption) or fellow consumers outside of word of mouth. Today, marketers no longer have the luxury of dictating their brand to consumers.As.........
Consumers have a MEGAPHONE and are in control of your brand. In the past, Marketers have utilised channels such as TV and advertising which are not interactive mediums (they are non reciprocal), the internet has given way to blogging, email, social media now Marketers are faced with a monumental power shift.
The ‘Brand’ is now the sum of all conversations and with the rise of social media, every conversation is significant.
And transparency is no longer an option. It is the way we MUST do business to increase revenue and drive affinity and loyalty.
Which means social can not live in a silo. Real time conversations are happening every day that define your brand. Those real-time conversations can be harnessed, monitored and measured to drive highly relevant conversations across multiple channels.
To understand what the trends are telling us, lets take a look @ your audience.Marketers in the past have often mass blasted a one directional message to their entire audience. There has been a power-shift.....
Everyone is unique and companies are just beginning to realise that.
Today, consumers have accessibility to multiple digital channels.
The individual customer now has the voice and is now the MARKETER.
All of these conversations are being deposited in numerous areas of an org that cannot be harnessed unless they are managed and organised in a structured way
With Twitter, Facebook and Mobile now accessible at your fingertips, you are in charge of managing more online customer interactions, more channels and more data than ever before.Not only do you need to listen and monitor the interactions occurring amongst mulitplechannles but manage and effectively and qulickly act upon the conversations which you are not dictating.....
Just lookiing at social media today Email is familia and privateFacebook is self expression and celebrity statusTwitter is influential and accessible and very interactivePower shift has happened today – consumer is the marketer!
Sophistication is driving down email volume as brands are becoming more savvy and are sending less, but more targeted and relevant communications to their audience. You could send 100 identical emails and get 1 response as only one recipient will engage with the content and annoy 99 others or you could understand their individual preferences and send 100 unique emails that are tailored to each individual.........makes sense right? Talking Points:Our research has shown that conversion rates increase with the level of sophistication and targeted message content.ExactTarget has the solution no matter where you are on this spectrum and has the tools and expertise (software and services) to help you get to the level you want to be at.Use personalization, dynamic content, and AMPscript to create the most relevant messages specific to each subscriberIntegrate with one of our web analytics partners to start tracking subscriber behavior and take relevancy to the next levelExplanation of spectrum:Blast DrivenDirect marketing campaigns classified as blast driven contain limited, if any customized content and no segmentation. Campaigns are manually “blasted” out to a general customer list with the hopes that a small segment of the customers will act on the message. Customized content, if it exists, is limited to user’s basic information such as name, email, phone number, or mailing address. These messages, while quick and easy to create and deploy, will return limited results. Furthermore, return from blast driven messages will erode over time and threaten to harm customer relationships and damage brand image.Profile DrivenProfile driven campaigns begin to use basic customer information to improve content relevance and begin limited segmentation. Customer data used in profile driven messages generally includes demographic variables such as location, gender, or age and generally reside in a customer profile center or Customer Relationship Management (CRM) application. Profile driven messages can result in a much-improved return on investment over blast driven messages, especially with some optimization using simple testing methods such as A/B testing. While some effort is required to obtain this level of relevance, the magnitude of effort can be greatly minimized and possibly even eliminated by utilizing basic systems capabilities and automation.Persona DrivenPersona driven messages begin to move past using basic demographics and utilize psychographic customer information to create more relevant and timely messages to end customers. Psychographic information includes attributes related to personality, values, attitudes, or interests. While the information begins to describe reasons for customer behavior, it is primarily obtained through self-reported activities such as profile creation and progressive profiling through surveys. Furthermore, the information generally resides in static customer profile centers and CRM applications. Therefore, the information is limited to what the customer states as true verses how he or she actually behaves. Due to the effort and steps required to build, maintain, and act upon a useful psychographic profile, automation at this stage becomes key to success.Behavior DrivenAt the behavior driven stage, direct marketers must start monitoring and acting upon actual customer behavior. Customer behavior provides marketers with a wealth of invaluable information such as benefits sought, product usage rates, brand loyalty, and the profitability of an individual customer. Behavioral information allows a marketer to deliver a truly relevant message, exactly what the customer needs when he or she needs it, to each individual customer. At this stage marketers may move beyond simple scheduling and automated customized content, beginning to utilize triggered messages timed and tailored to match a specific customer action.Predictive MessagingIn predictive messaging, marketers not only monitor and act upon individual customer behavior, but they are able to aggregate behaviors of their entire customer base and extract common behavior patterns. Furthermore, they act upon these patters to predict future behaviors of individual customers. Few direct marketers actually reach this level of direct marketing sophistication.Communicating at this level provides customers exactly what they need, just before they need it. While achieving this level of sophistication requires significant time and effort, the proven return consistently justifies the effort. Question to ask prospect: “Where do you think you are on this spectrum?”
Automation – dynamically populating content based on user preferences. The automation drives the conversion and increases the ROI because the content is more tailored to the end user. I also use this example in particular because there is also a significant cost saving by adopting the automation process. For Nike alone in the first year of the automation program they saved…
Vision is completely in line with everything we have spoken about today.
SO Icelandair areutilising all channels in order to communicate to the right consumers in the right way. HOWEVER, I would like to also use Icelandair as an example to show you that this does not necessarily always have to be the case. Sometimes the best thing a brand can do is pull back their multichannel efforts and focus on one vertical.
Best practices used by Icelandair:Icelandair used appropriatehashtagsfor deliberate messaging during crisisUsed this channel to point audience to the website for up to date informationKept the messaging personal and friendly Used appropriate handler for recognition and ease of find1200 views on web page from 20 different countries – 2000 clicks on links in a few days
We privileged to work with some of the biggest brands in the world and some of the most sophisticated and innovative marketers on the planet. We really encourage feedback from our clients, their ideas help form our strategy and future releases. We have delivered 150 product innovations into the platform that have been solely driven from our online community (3 sixty) in 2 years.
-Email versus emerging channels like Facebook & Twitter-Attempts to reveal why consumers do what they do on these social networks as opposed to merely what they do-How consumers view these channels as well as the type of content preferred on each channel-Goal = help marketers deliver content that their customers expect-Note: include research methodology: focus groups (online chat, discussion boards and video webcams) and surveysThis series will help you understand how to engage with your customers across email, Facebook, and Twitter, so you can build an integrated marketing strategy across all interactive channels
A Change of Strategy• Icelandair used CoTweet to communicate with customers during volcanic eruption• Multi-Channel strategy during volcanic crisis included: • Comprehensive, frequent updates updates via Twitter • News landing page publicised through Twitter • Conscious decision to send less email communication • Refrain from utilising other social networks