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Selligent Sponsor Breakfast Presentation Nick Worth

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Nick Worth has more than two decades of experience as a marketing and strategy leader in the US and Europe. Nick joined the Selligent Executive Advisory Board in 2013, and became company’s first Chief Marketing Officer a year later. In this position, he architects global go-to-market activities. Nick began his career in market research and then moved to a global management consultancy, where he specialized in B2B marketing. Forsaking massive PowerPoint decks for entrepreneurship, Nick’s next role was as a founder and President of Schematic, an interactive agency that grew from three people in a Santa Monica coffee shop to $100mm leader in digital marketing and multi-platform services design during his tenure. Schematic was acquired by WPP in 2007, and was the largest agency merged into POSSIBLE, WPP’s flagship digital agency.

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Selligent Sponsor Breakfast Presentation Nick Worth

  1. 1. Marketing‘s Biggest Challenge Yet THE ENTITLED CONSUMER
  2. 2. YET CEREAL SALES ARE DECLINING
  3. 3. WHILE FOOD BAR SALES SOAR
  4. 4. en·ti·tled inˈtīdld, enˈtīdld/ adjective believing oneself to be inherently deserving of privileges or special treatment THE ENTITLED CONSUMER
  5. 5. • 90% of customers expect real-time customer service • 78% expect automatic payments and checkouts • 79% expect same-day delivery • 53% expect retailers to learn their tastes and make suggestions EXPECTATIONS
  6. 6. • 48% expect that there will be a service that ships products before they order them GREAT EXPECTATIONS
  7. 7. Millennials and Gen Z are hard coded to demand more • Expect brands to know them not as a segment but as an specific individuals • Less concerned about privacy • Want brands to provide an individualized experience AGE OF PERSONALIZATION
  8. 8. PERSONALIZED EXPERIENCES WIN
  9. 9. PLANE CANCELLED YOU NEED A PLAN B BRAND LOYALTY DECLINES Loyalty to needs
  10. 10. ENTITLED CONSUMER HARD TRUTHS Convenience Value Relevance
  11. 11. We are bombarding consumers
  12. 12. 2016: 10,000 1920: 500 AVERAGE NUMBER OF DAILY MARKETING MESSAGES PER CONSUMER
  13. 13. CURRENT AVERAGE HUMAN ATTENTION SPAN
  14. 14. LESS THAN GOLDFISH
  15. 15. ENTER: Continuous Partial Attention (CPA)
  16. 16. OVER-EMPHASIZE MASS COMMUNICATION
  17. 17. ACT AS THOUGH EVERYONE FOLLOWS THE SAME PATH TO PURCHASE
  18. 18. TREAT EVERYONE THE SAME
  19. 19. FAIL TO BE IN THE MOMENT
  20. 20. WE LIVE IN MOMENTS
  21. 21. v THERE NEEDS TO BE A MINDSET SHIFT
  22. 22. Consumer-First Marketing inverts the traditional approach to marketing. It focuses first on consumers to identify opportunities for filling an unmet need, entertaining, or solving a pressing problem.
  23. 23. The Technology
  24. 24. CENTRAL CUSTOMER REPOSITORY / DATA WAREHOUSE Customer Data TRX Data Service Data Marketing Data Contract Data Payment Data MaFo Data External Data Web Email Social Media Mobile Beacon Print POS Service Terminal Customer Touchpoints - DIGITAL Customer Touchpoints - ANALOG
  25. 25. Universal Profile Customer Sat.Customer State Last Purchase Device Type Current Location
  26. 26. It’s time to try a different approach
  27. 27. CONSUMER FIRST DOES NOT HAVE TO BE COMPLEX.
  28. 28. GETTING CONTEXTUAL WITH WEATHER.
  29. 29. Challenge: Reach young audience
  30. 30. 30,000 + Festival Vistors 66,000 Views of the Online Campaigns +20% on brand likeability 43,000 participants via online contests 4,000 + views of slow-mo videos Results
  31. 31. Challenge: Drive Loyalty In-Store and Online
  32. 32. Adapt relationship marketing and loyalty strategy to the omnichannel environment of the modern consumer Customer Intimacy, as a means to create a maximum number of ambassadors and brand advocates The customer database will be the cornerstone of this strategy BUSINESS REQUIREMENT
  33. 33. MANAGE CRM DATA AND CUSTOMER PREFERENCES Visualize and edit consumer data Link family members Validation and enrichment through Bisnode and Road65
  34. 34. REGISTER TOUCHPOINTS AND CONTACT HISTORY Register support requests View past contact points Built-in survey’s for customer service data capture Calculate nps-score
  35. 35. • View consumer touchpoints VIEW TOUCHPOINTS AND TRANSACTIONS OVER TIME • Measure campaign effectiveness on individual level • Reward loyalty
  36. 36. DATA-DRIVEN MARKETING • Birthday card OFFLINE-TO-ONLINE • JBC Magazine DATA CAPTURE • Online surveys • RFM/NPS segments PERSONALIZED NEWSLETTERS • M/V/Kids
  37. 37. DATA-DRIVEN MARKETING • Transactions OMNI-CHANNEL • Promotions LIFECYCLES • Segmented • Personalized • In-store purchases CONTINUOUS DATA ENRICHMENT • Online-behaviour

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