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How to use data and experience marketing to create lifetime customers

Lars Birkholm Petersen, Global Director Business Optimization Services at Sitecore

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How to use data and experience marketing to create lifetime customers

  1. 1. Connect How to Use Data and Experience Marketing to Create Lifetime Customers Presented By // Lars Birkholm Petersen @LarsBirkholm Digital Marketing Conference, November 21st, 2014
  2. 2. Buying my iPhone 6
  3. 3. Dis-Engaged
  4. 4. Dis-Nurtured
  5. 5. … not a content problem
  6. 6. The Problem?
  7. 7.
  8. 8. Marketing through a keyhole creates dis-connected customer experiences
  9. 9. “Great Customer Experiences are relevant, timely, valuable and helps the customer through all interactions with your organization, based on their in the moment specific needs.”.
  10. 10. The Steps Towards Creating Lifetime Customers Digital Marketing Experience Marketing Brand Experience
  11. 11. Source: Sitecore Customer Experience Maturity Assessment, Benchmark 2013
  12. 12. Source: Sitecore Customer Experience Maturity Assessment, Benchmark 2013
  13. 13. Getting started with Experience Marketing
  14. 14. Experience Marketing Collect and Connect data to Establish Single View of Each Contact Align objectives, strategies and tactics Provide real-time contextualized experiences that supports customer needs
  15. 15. Know what you are optimizing for
  16. 16. The holy grail – your customer!
  17. 17. Don’t ask for a marriage on the first date Complete desired goal / task(!) Relevancy leads to trust (fall in love) Be relevant Get them interested
  18. 18. “Eat the elephant one bite at a time!”
  19. 19. Michael O’Leary Ryanair “EasyJet has wiped the floor with us, with the website and modest customer [service] improvements” Mr O’Leary said on Thursday, as he launched 12 new routes from Stansted. “We can learn from the bits they have done well” The Telegraph Friday 29, November 2013
  20. 20. Increased Conversions by 150%
  21. 21. Average conversion lift by using personalization Source: The Realities of Online Personalization, eConsultancy April 2013
  22. 22. Get started now! 1. Walk in the shoes of your customers, what are your dis-connected experiences? 2. Get started with the quick wins 3. Reframe your organizational strategic approach 4. Marketing and IT working together are key for long term success
  23. 23. This is just the beginning…
  24. 24. (How mature are your organization?)