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Matthäus Michalik - Synergies Between Content Marketing & CRM

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Matthäus Michalik, Co-Founder of CLANEO, presents “Synergies Between Content Marketing & CRM: How Good Content Enhances Your CRM Stategy”.
The importance of presenting good content at the right time via the right channel is explained and demonstrated.

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Matthäus Michalik - Synergies Between Content Marketing & CRM

  1. 1. Synergies Between Content Marketing & CRM How Good Content Enhances Your CRM Strategy Matthäus Michalik, Co-Founder CLANEO GmbH Heroes of CRM 2019: Synergies Between Content Marketing & CRM Berlin,05.04.2019
  2. 2. Heroes of CRM 2019: Synergies Between Content Marketing & CRM ORGANIC Strategy, On- & Offpage Audits & Offpage Marketing CONTENT Content Creation & Optimization COMMERCE Amazon Optimization & Amazon Marketing PAID Google Ads, Facebook Ads AD We ♥ Performance CLANEO offers all relevant services for a sustainable search and performance marketing approach Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  3. 3. FIRST THINGS FIRST…Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  4. 4. CRM IS MORE THAN JUST E-MAIL MARKETING Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  5. 5. REACHING CUSTOMERS IS CRUCIAL FOR EVERY BRAND Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  6. 6. E-MAIL, SOCIAL, SMS, PROGRAMMATIC, PUSH NOTIFICATIONS, DIRECT MAIL, WEBSITE, CALL CENTER, SEARCH, RE- TARGETING, WHATSAPP… Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  7. 7. How can classify our customers better? Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  8. 8. Active Phase Passive Phase Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  9. 9. User is aware of our product User is unaware of our product Passive Phase Active Phase Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  10. 10. What are the objectives of each phase? Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  11. 11. PERFORMANCE BRANDING Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  12. 12. Goal: Being visible when our target group shows interest in our product Goal: Being visible in our relevant target group PERFORMANCE BRANDING Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  13. 13. Which channels should be used? Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  14. 14. PAID / ORGANIC / CSE RETARGETING DISPLAY / VIDEO SOCIAL / NATIVE PERFORMANCE BRANDING Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  15. 15. What's the next trigger? Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  16. 16. Heroes of CRM 2019: Synergies Between Content Marketing & CRM Purchase / Registration: The interested person becomes a customer
  17. 17. Active Phase Passive Phase Customer Phase Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  18. 18. PERFORMANCE BRANDING RETENTION Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  19. 19. Goal: Helping the customer to use the product or re-order RETENTION Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  20. 20. E-MAIL / RETARGETING / SOCIAL / WHATSAPP / APP / SMS / PUSH NOTIFICATIONS / DIRECT MAIL / CALL CENTER / … RETENTION Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  21. 21. How to approach all user phases? Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  22. 22. We need the right message at the right time, the right place and the right medium. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  23. 23. Content plays the crucial role here. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  24. 24. Content marketing can help to reach users across all channels. Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  25. 25. Heroes of CRM 2019: Synergies Between Content Marketing & CRM What does a classic customer journey look like?
  26. 26. Interest Desire Action Satisfaction ConvictionAttention Websit e FA Q Blog/Magazine Display Video Social Native Whatsapp E-Mail Social PPC Organic Social Reviews Word of Mouth PLAs Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  27. 27. Interest Desire Action Satisfaction ConvictionAttention Websit e FA Q Blog/Magazine Display Video Social Native Whatsapp E-Mail Social PPC Organic Social Reviews Word of Mouth PLAs Heroes of CRM 2019: Synergies Between Content Marketing & CRM Different points in the customer journey lead to different needs
  28. 28. Interest Desire Action Satisfaction ConvictionAttention Websit e FA Q Blog/Magazine Display Video Social Native Whatsapp E-Mail Social PPC Organic Social Reviews Word of Mouth PLAs Heroes of CRM 2019: Synergies Between Content Marketing & CRM Content can ensure that we offer exactly what the customer is looking
  29. 29. Heroes of CRM 2019: Synergies Between Content Marketing & CRM Who has ever bought a built-in kitchen in his live?
  30. 30. Heroes of CRM 2019: Synergies Between Content Marketing & CRM ... as single it may still be simple ...
  31. 31. Heroes of CRM 2019: Synergies Between Content Marketing & CRM My personal hero for today is the eternal single work colleague, who chose two dishwashers instead of two wall units when planning his built-in kitchen. Crockery is taken from one, used and put into the other. Great idea.
  32. 32. Topic: Kitchen Customers have countless questions - Brands have to answer them all Heroes of CRM 2019: Synergies Between Content Marketing & CRM
  33. 33. Heroes of CRM 2019: Synergies Between Content Marketing & CRM Interest Desire Action Satisfaction ConvictionAttention Magazine Content Category Content Product Content Service Content INSPIRATION ▪ Best kitchen ideas for small flats ▪ When to plan your kitchen? ▪ When to order a kitchen? PRODUCTS ▪ Nolte kitchens with glass fronts ▪ Nolte kitchen with round corners ▪ Nolte kitchen without appliances BRANDS ▪ Kitchen Nolte ▪ Which kitchen is better: Nolte or Nobilia? ▪ Nolte Kitchen vs IKEA ▪ How to deep clean your kitchen ▪ How to properly clean a kitchen work surface ▪ How to upgrade kitchen cabinet doors SERVICE
  34. 34. Heroes of CRM 2019: Synergies Between Content Marketing & CRM Take away: Synergies Between Content Marketing & CRM
  35. 35. We need the right message at the right time, the right place and the right medium. Heroes of CRM 2019: Synergies Between Content Marketing & CRM Interest Desire Action Satisfaction ConvictionAttention Long before the purchase Shortly before the purchase After the purchase BRANDING PERFORMANCE RETENTION Passive Phase Active Phase Customer Phase User buys our product User interacts with our ad
  36. 36. Matthäus Michalik Gründer & Geschäftsführer Claneo GmbH | Landsberger Allee 117A | 10407 Berlin T: +49 30 767 319 012 M: matthaeus.michalik@claneo.de H: https://www.claneo.de We ♥ Performance ORGANIC PAID CONTENT Google Ads, Facebook Ads Content Creation & Optimization Strategy, On- & Offpage Audits & Offpage Marketing COMMERCE Amazon Optimization & Amazon Marketing AD

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