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Neil Wilkins - BEN Journey to the Perfect Market

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Neil Wilkins - BEN Journey to the Perfect Market

  1. 1. Perfect Market Segmentation to identify the Perfect Customer Journey Neil Wilkins February 2011
  2. 2. In the next 20 minutes <ul><li>How to segment your marketplace </li></ul><ul><li>How to plot your customers’ journey </li></ul><ul><li>How to develop a marketing hub </li></ul><ul><li>Your Top Ten Tips </li></ul>
  3. 3. Who is this guy?
  4. 4. Marketing <ul><li>It’s not about you </li></ul><ul><li>It’s not about your products </li></ul><ul><li>It’s not about your services </li></ul>
  5. 5. Market Segmentation <ul><li>The breaking down of your target market place into bit sized chunks of customers who behave, look, feel, act and buy in a similar way </li></ul>
  6. 6. Market Segmentation
  7. 7. Market Segmentation
  8. 8. Customer Journey <ul><li>Understanding each and every touch point that your customer has with your brand, products and services and using this journey to tune the customer experience and provide value to you and your customer at every step </li></ul>
  9. 9. Customer Journey
  10. 10. Your Marketing Chaos Website eMail Blog eNewsletters Social Media Mobile SEO Advertising Location Based Services Internet Directories Chat Forum electronic Customer Relationship Management Pay per Click Affiliate Marketing eCommerce Web Analytics Research SMS Television
  11. 11. Your Marketing Hub Website eMail Blog eNewsletters Social Media Mobile SEO Advertising Location Based Services Internet Directories Chat Forum electronic Customer Relationship Management Pay per Click Affiliate Marketing eCommerce Web Analytics Research SMS Television
  12. 12. Your Marketing Hub Website eMail Blog eNewsletters Social Media Mobile SEO Advertising Location Based Services Internet Directories Chat Forum electronic Customer Relationship Management Pay per Click Affiliate Marketing eCommerce Web Analytics Research SMS Television
  13. 13. Top Ten Tips <ul><li>Segment your world and give them a name </li></ul><ul><li>Plot your ideal and actual customers’ journey </li></ul><ul><li>Do your research and find out what they want </li></ul><ul><li>Set clear objectives aligned to business goals </li></ul><ul><li>Write down your 3-5 year strategic aims </li></ul><ul><li>Align your 1-2 year tactics with your strategy </li></ul><ul><li>Decide on the shape of your marketing hub </li></ul><ul><li>Create a 6 month customer focused plan </li></ul><ul><li>Constantly measure against your objectives </li></ul><ul><li>Tune, tune, tune </li></ul>
  14. 14. Who was this guy? <ul><li>Neil Wilkins </li></ul><ul><li>Viper Marketing </li></ul><ul><li>Google, Linkedin, Facebook, Twitter </li></ul>

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