A Roadmap for Marketing Transformation - JBoye Philadelphia 2015
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Presented at JBoye Philadelphia 2015 #JBoye15 Track: Marketing Transformation How do you eat an elephant? One bite at a time, the same is true for Digital Transformation, which often can be an overwhelming task, spanning over different organizational teams and much data to consider. In many cases the initial analysis causes paralysis and too often never gets through to execution. This session will help you map the digital transformation roadmap by explaining: - How to use data and experience marketing to create lifetime customers, one step at a time - What other organizations have done to get started on this journey - How to identify your organizations most disconnected experiences
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A Roadmap for Marketing Transformation - JBoye Philadelphia 2015
- 1. Presented By // Lars Birkholm Petersen @LarsBirkholm May 6th 2015
- 2. Digital marketing anno 2015
- 3. Buying my iPhone 6
- 4. Dis-Engaged
- 5. Dis-Nurtured
- 6. … not a content problem
- 7. Why do you think these dis-connects happens?
- 9. The StepsTowards Creating Lifetime Customers Digital Marketing Experience Marketing Brand Experience
- 10. Experience Marketing Collect and Connect data to Establish Single View of Each Contact Align objectives, strategies and tactics Provide real-time contextualized experiences that supports customer needs
- 11. ≠Your Business Objective Likes ≠ Email Opens ≠Visits ≠ App Downloads
- 12. Know what you are optimizing for
- 13. The holy grail – your customer!
- 14. Map content to the Customer Lifecycle and Intent Discover Research James Family Car Buyer Touch points: Touch points: Intent: Intent: How can Intent be revealed: How can Intent be revealed: Their Objective: Their Objective: Our Objective: Our Objective: Persuasive Content Needed: Persuasive Content Needed: Erica Business Leaser Touch points: Touch points: Intent: Intent: How can Intent be revealed: How can Intent be revealed: Their Objective: Their Objective: Our Objective: Our Objective: Persuasive Content Needed: Persuasive Content Needed:
- 15. - Geo Location - Campaigns - PPC, Display, Emails etc. - Referrals - Onsite Behavior Good places to start for personalization of unknown visitors
- 16. How does good content looks like (from an experience POV) Content is the heart of the experience
- 17. QuickWins
- 18. Average conversion lift by using personalization Source: The Realities of Online Personalization, eConsultancy April 2013
- 19. DigitalTransformation step by step
- 20. 67% 18.4% 3.2% 1.8% 4.3% 0.9% 4.4% 27% 60% 73% 40% 0% 50% 100% All Mature Yes No UsingTesting 28% 47% 72% 53% 0% 50% 100% All Mature Yes No Using Personalization 31% 51% 69% 49% 0% 50% 100% All Mature Yes No Using Marketing Automation ✔ Executive Commitment ✔ Aligned Objectives ✔ Digital is strategy
- 21. Considerations
- 22. 22
- 23. Context What are the best Family Cars in 2015? Context,Triggers, Experiences Triggers Family Cars PPCAd Enter on /FamilyAlias Looking at Family Cars Search for Family Cars Experiences Show Safety Reviews Show Family of 5 + strollers + Different Personas For James For Erica
- 24. Who you need on your team
- 25. Identify your dis-connected experiences