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Digital Consumer: Engaging your digital audience

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Grappling with how to integrate digital into your marketing mix? You've taken some steps to embrace interactive tools and processes, but are now wondering how to increase your engagement and impact with your target audience. You're not alone, as many organizations across all sectors are evaluating new tools, approaches and processes to increase their digital marketing effectiveness.

Rapid changes in search and social media technology have put customers (and their highly influential virtual networks) in control and they have raised the bar for marketers. This presentation will prepare you for the new challenges and opportunities ahead and will lay the foundation for a successful social media strategy that facilitates collaborative experiences and dialogue that your customers value and will increase your revenue.

More Tips, Best Practices and Social Media Marketing Resources:

FREE Evaluation of Your Social Media: http://www.customerinsightgroup.com/do-you-make-social-media-grade

Social Media Blog: http://www.customerinsightgroup.com/marketinglibrary/

Social Media Infographics: http://www.customerinsightgroup.com/infographs

Social Media Workshops: http://www.customerinsightgroup.com/custom-social-media-workshops

Pinterest: http://pinterest.com/engagekeepgrow/

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Digital Consumer: Engaging your digital audience

  1. 1. Digital Consumer:Engaging your digital audience 1 Digital Marketing Summit 2012 Sallie Burnett sallie@customerinsightgroup.com
  2. 2. Agenda• Four Ways to Grow Your Business• Customer Buying Process• Social Media’s Influence on Purchase Decision• Brands LOCKED OUT• Q&A
  3. 3. Four Ways to Grow Your Business
  4. 4. 1 GET MORE CUSTOMERS
  5. 5. 2 GET CUSTOMERS TO BUY MORE OFTEN
  6. 6. 3 GET CUSTOMERS TO BUY MORE PER TRANSACTION
  7. 7. 4 RETAIN MORE CUSTOMERS
  8. 8. What Role Does Social Media Play? Four Ways to Grow • Get more customers Your Business • Get customers to buy more often • Get customers to buy more per transaction • Retain more customer
  9. 9. CUSTOMER BUYING PROCESS YOUR DIGITAL AUDIENCE
  10. 10. Web 2.0
  11. 11. Poll Question Christmas 2011: What web brand did US Internet users spend more time on than ANY other website?
  12. 12. Most Popular Internet Brands US Internet users spend more time on Facebook than ANY other Web brand. Top 9 US Web brands by total minutes in billions, home and work, May 2011 4.3 17.2 4.5 EA YouTube Yahoo 9.5 AOL Media 3.5 Apple Network 4.3 53.5 Ebay Facebook 12.5 9.1 Google MSN/WindowsLive Bing Source: Nielsen 2011 Q3 Social Media Report
  13. 13. Consumer Buying Process
  14. 14. REALIZE A NEED© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  15. 15. OPTIONS INVESTIGATIE© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  16. 16. ASK FRIENDS
  17. 17. ASK FRIENDS© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  18. 18. RESEARCHPriceTypesBrandsFeaturesBenefitsProduct ReviewsComplaintsCustomer Service © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  19. 19. PURCHASE © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  20. 20. ASK THE EXPERTS© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  21. 21. Consumer Buying Process
  22. 22. Consumers TrustFriends, family, connections have greater influence.
  23. 23. Social Media’s Influence onPurchase Decision ENGAGING YOUR DIGITAL AUDIENCE
  24. 24. What sites are CONSUMERS using? Global Study Source: IBM Institute for Business Value analysis. CRM Study 2011
  25. 25. How do CONSUMERS access social media? Mobile s ocial media u se is on the rise . Source: Nielson 2011 Q3 Social Media Report © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  26. 26. When compared to the average adult internetuser, active social networks are… Source: Nielson 2011 Q3 Social Media Report
  27. 27. BRANDS WITHOUT A SOCIAL MEDIASTRATEGY FIND THEMSELVESLOCKED OUT
  28. 28. Successful brands meet the customer ontheir terms
  29. 29. What sites are Consumers engaging brands?Source: IBM Institute for Business Value analysis. CRM Study 2011 .
  30. 30. Engaged customers… • Recommend products, services or brand” (58% of company respondents) • Engaged customers are “more likely to convert more readily (44%) • Engaged customers “purchase regularly” (36%) • Engaged customers “less likely to switch supplier” (30%) Source: E-consultancy Engagement Report 2009
  31. 31. Sallie Burnett sallie@customerinsightgroup.com Twitter.com/sallieburnett LinkedIn.com/in/sallieburnettThank You!Questions?
  32. 32. Resources LinkedIn Group http://www.linkedin.com/in/sallieburnett InternetHowTo on Twitter http://twitter.com/internethowto Social Media Library http://www.customerinsightgroup.com/marketinglibrary/ Infographs http://www.customerinsightgroup.com/infographs Social Media Grader http://www.customerinsightgroup.com/marketinglibrary/social-media-grader How to Use Facebook for Business http://www.customerinsightgroup.com/facebook-pocket-guide

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