Customer Centric Content Marketing: Moving from Branded Interactions to Customer-Obsessed Marketing
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We all like to say our marketing is customer-centric, but how do we know for sure. The power of Customer Journey maps is the lens they provide into how customers engage with brands in pursuit of a goal. Learn to take branded interactions, data and empathy to build better content and create better repeatable workflows to bring growth and change your organization.
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Customer Centric Content Marketing: Moving from Branded Interactions to Customer-Obsessed Marketing
- 1. CREATIVE INNOVATION #C3NY @JEREMIAH CUSTOMER CENTRIC CONTENT MARKETING: MOVING FROM BRANDED INTERACTIONS TO CUSTOMER- OBSESSED MARKETING Jeremiah Andrick Executive Director, E-commerce HTC VIVE
- 19. YOU CAN'T BUILD FOR EVERY SCENARIO. YOU HAVE TO BE COMMITTED TO REACHING THE CUSTOMER IN THE MOST RELEVANT SCENARIO AT THE RIGHT MOMENT.
- 21. WHAT ARE THE POINTS OF FRICTION? LOOK AT CUSTOMER COMPLAINTS. RESEARCH COMPETITOR KSPs. LOOK AT MARKET RESEARCH. SURVEY CUSTOMERS. GO WATCH PEOPLE INTERACT.
- 23. THE DIGITAL ERA HAS USHERED IN A WORLD OF CULTIVATING CUSTOMERS INSTEAD OF SELLING PRODUCTS.
- 24. WE INTERACT WITHCUSTOMERS EVERY DAY. BUT ARE WE JUST SERVICING THEM? OR ARE WE LEARNING FROM THEM?
- 26. RELEVANCE IS… BEING AT THE RIGHT PLACE AT THE RIGHT TIME.
- 28. MY MOM ALWAYS SAID… YOU CAN DO ANYTHING BUT YOU CAN’T DO EVERYTHING
- 29. ANTICIPATING THE QUESTIONS CONTENT AS A PRODUCT
- 30. VIVE
- 31. FILING INTHE GAPS SHARE WHAT IS FAMILER
Editor's Notes
- Greetings: Who are you: I am Jeremiah Andrick 3rd Time speaking at C3. Long-time Twice Conductor customer I love this audience. Why? some of the most capable and impressive marketers Authority set: Bing, Logitech, Startups.
- My Job is to figure out how to sell these to you. To introduce you to a whole new way of interacting with the world and a new means of creating. But… What are your key challenges. How do we make VR cool? How do I get you to pay a premium price for premium experiences? How do I keep you using it?
- Cher our CEO has this as a mission.
- - None of us like to be a statistic, but we are all a statistic from time to time. Walk through the grocery store and think about the way even food is sold to us. If it isn’t sold as healthy, it is sold as convenient, or fun. Ways that speak to lifestyle. Look at the size of the fitness industry, or fashion. We are sold on the idea of being better tomorrow than today. You just have to buy our product.
- An uncomfortable part of our job as marketers is being honest with ourselves about the nature of our audiences. We are only relevant to the customer when they need us to be relevant. Ever other time we are an unwanted guest at at party. Think about how you feel when someone retargets you for a product out of stock. Why do I see ads for products so far a field from my behavior
- I don’t like to pick on companies, but I am going to anyway. - I could not be further from the target of this company I am not interested and won’t buy these. I am hit with these ads more than anything else What is worse is their true content has done nothing to convince me that I am missing out by not owning them. Yet they spend and spend and spend. It may be working but there are so many possible issues with adding a customer that you can’t also support. They have tons of negative feedback on the web about their customer support. This could be an extension of the audience they are selling to being disappointed in the product since they cannot live up to the promise. I am not going to say that spray and pray doesn’t work. If you throw a thousand darts at a dart board some are bound to hit, but in the long run if runs counter to a growth mentality and leads to behavior that is for one trick ponies.
- In 20 years of business I have seen funnels on whiteboards and in powerpoint but never really in my analytics. The funnel is a zoomed out view of a set of behaviors that are non-linear. Mckinsey began promoting the idea of the customer decision journey in 2009. A radical shift from the notion of the traditional sales funnel into behavioral model. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey
- At its heart the decision journey influenced the ideas of moments of truth and explosion of the funnel as something we jam customers into. Yet what the authors could not forsee was the impact the age of mass individualization would have on the ability to both for the journey to be hyper customized. Data at the time suggested that unless a consumer was actively shopping many marketing efforts were wasted. However, with individualzed messaging, customers can be nurtured from consideration from shopping by being present at the moment they enter a moment of truth. One key win of this theory is the impact of the OOBE, Post purchase behavior on future sales. It impacts Word of mouth, drives customer loyalty and is a possible engine for additional growth.
- I hesitate to talk about this only because it is so google centric but a 2011 Google began promoting this idea of ZERO moment of truth. At its core is the idea that are you going to be prepared when a stimulus drives a consumer to search. The only problem in this methodology you are left trying to scramble to respond to customer journeys. You are always on the defensive. You never get to shape the response. These are not bad ideas, and the principle of moments of truth is backed by years of broad consumer research but it has always felt to me like it lacked the what ifs of real life.
- Our view of the the funnel. As time goes on we want interaction to increase. We know customers will purchase at various points either with us on in the channel. We also know there is a risk of customers dropping out. We obsess with the interactions that create an action. If the action is to abandon? We must ask why?
- Take a company like Leica, insert some history of Leica. The consumer has always had a relationship with the products. They are more about a lifestyle than even being a truly professional camera. The high cost of the product and the long time to conversion meant that manufacturer relied on networks of Authorized dealers and retailers to take on the risk of inventory and manage the final sale. But as consumer expectations have changed and consumers shopping for lower end Cameras. Or more accessible brands customers no longer walked into traditional retail locations (And the death of film and rise of the smartphone) those ADs are becoming less common and less willing to carry inventory on their books preferring to run lean to compete with online retail and create other services for differentiation.
- Businesses that rely on leads, loyalty and reduced churn in their consumer base have an even more complex challenge: You pipeline Convert You have to keep converting You have to get them to bring their friends And so on.
- I wish I could credit the designer of this and I am sorry, but this to me is a more realistic picture of a customer journey. A reflection of all the things that add up to the sale. The diagram reflects the various created content from the physical to the online to the word of mouth that contribute to the purchase.
- Mass individualization This is the idea that we create content not with an audience in mind but with an outcome in mind. This allows the customer to feel as though they are the only one in the room even if they are representative of a larger audience.
- - One of the biggest opportunities for brand marketers in the new digital landscape is the possibility of building a closer, more personalized, more engaged relationship with customers. - The brands and retailers that are adapting and thriving in the digital era are growing massive customer lists with powerful software driving retention strategies. Once they’ve acquired a new customer, they are putting in place sophisticated strategies to grow lifetime customer value (LCV) by driving repeat purchases.- Careful orchestration of the consumer decision journey is incredibly complex given the varying expectations, messages, and capabilities associated with each channel.
- TIME TO TALK SEO SEO as content ideation Search as a means of developing a relationship Where are you storing sharing and integrating the data and insights
- Search queries have always been a source of user intent, but it can tell us a lot about where the customer is in terms of the journey. We can look at queries and find out what factors may be preventing people from buying. Digital marketing has opened up the opportunity for us to create tailored customer value.
- Relevance (SEOs lived for relevance) Relevance is key to the customer journey Being at the right place at the right time. Developing content that can both build a brand, sell a product, reduce returns and churn. Relevance is how you close the gap between the customer and the version of themselves they want to become.
- Look at your data. Leverage your analytics to define possible paths. Look for places you can lose the customer Create fixes. Test them. Redefine. I make possible customer paths for every program every traffic source. I try to anticipate the customer and then use data to validate my ideas.
- RECAP YOUR BIG IDEAS: Customer Buy better versions of themselves. (Remember that their motivations are what Matters) Marketing is a Service (Your website, your content either serves the customer or it doesn’t) Content is a product (You will have to iterate and improve it.) Test and Test and test