The document outlines a user-centric strategy for digital marketing, emphasizing the need to prioritize customer experience and leverage technology effectively. It provides a four-step approach to user-centric planning, including harmonizing data, segmenting audiences, understanding user journeys, and delivering personalized messages. Additionally, it shares successful case studies from companies like Telstra and Volkswagen, illustrating the benefits of integrating digital and offline experiences.

1. DESIGNING A USER-
CENTRIC STRATEGY
USING DIGITAL
Marlene Vicaire, Digital Marketing Strategist @T-Shape Consulting

2. Brand
Marketing
Digital
Marketing
Programmatic
Marketing
Marketing
Strategy
Digital
Strategy
A Digital Native

3. Approach
¨ Burning Platform
¨ Opportunities
¨ Drivers
¨ Case Studies
¨ Call For Action

4. WHAT IS DIGITAL?

5. Digital Is A Way Of Doing Things
Delivering digital services
or products
Through digital
technologies
To digitally engage with
consumers DIGITAL
PRODUCTS
/ SERVICES
TECHNOLOGY
CONSUMERS

6. Digital Capabilities Increasingly
Determine Which Companies Create
Or Lose Value
Source: Forbes, Most Valuable Brands In The World 2015 and Interbrand, Best Global Brands 2015

7. Today’s Digital Landscape Is
Overly Complex

8. The Future of Australian Customer
Experience
of Australian
businesses believe
Customer Experience
is the most exciting
opportunity for 2016
Source: Starcom Mediavest Group Media Futures 2016
But only 6%of
marketers feel they are
successfully implementing
a true CX

9. RESOLVE BUSINESS CHALLENGES
FIRST, TECHNOLOGY SECOND

10. Put The USER Front And Center Of
Your Strategy

11. Consumers Are Connected
Through Multiple Devices

12. They Expect The Same Experience
Whenever And Wherever They Are

13. And Services That Will Make Their
Life Easier

14. DEVELOP A SUCCESSFUL
USER-CENTRIC STRATEGY

15. Break The Siloes

16. Get A Single Customer View
CONTENT
TECHNOLOGYDATA
Content Strategy
Data Strategy Connected
Technology
Ecosystem
HUMAN
CONNECTION

17. Shift Your Planning Strategy
CUSTOMERS
(1ST PARTY)
PROSPECTS
(RETARGETING)
USERS
(3RD PARTY)
Product Planning
Product & purchase funnel defined
User - Centric Planning
Customer need state defined
PRODUCT 1 PRODUCT 2 PRODUCT 3 PRODUCT 4

18. 4 Step Approach To User-Centric
Planning
INSIGHTS SEGMENTATION USER JOURNEYS PERSONALISATION

19. 1. Harmonise Your Data Sources

20. 2. Segment your audience
Geo
Demo
Interests
Frequency

21. Audience segments
3. Understand The User Journey
Touch points Emotional state

22. 4. Deliver in the right context
Message Person Time

23. Decide On The Opportunity
Opportunities
Identification
Qual. & Quant.
Evaluation
Pilot
Decision

24. A/B Test Your Solution
Test
Measure
Analyse
Optimise
Test-and-Learn which combination
of experiences delivered the
ultimate 'sweet spot' of interest &
sales conversion.

25. Gather User Feedback
¨ Online Surveys
¨ In-store
¨ Focus Groups
¨ WOM
¨ Social

26. CASE STUDIES

27. Telstra Always On
Drive customer
engagement and
optimise sales
performance
Use data points
available through
online display to
deliver 1:1
messages to
consumers
$4.5M in media
savings
3X more online
sales for the same
investment
ROI of 9.4:1
Challenge Business Solution Outcome

28. Volkswagen Offline And
Online Convergence
Connect online
and offline
experience to
improve customer
experience
Integrate digital
and CRM data
sources to inform
the brand and
product marketing
activity through
the user-journeys
Better outcomes
and value for
customers, while
delivering strong
efficiencies and
lead conversions
to the brand
Challenge Business Solution Outcome

29. Westpac Single
Customer View
Challenge Business Solution Outcome
Single customer
view across
products / services
and all channels
User journeys
mapped out by
audience
segments and
touch points
Ability to identify
customer needs
state and target
them with relevant
products / services

30. WHERE TO FROM HERE?

31. Digital Maturity Curve
Harmonise Data
Sets
Define
Segments
BEGINNER
Develop User
Journeys
Identify Needs
State
INTERMEDIATE
Content
Personalisation
Test & Learn
Strategy
ADVANCED
Real-Time
Optimisation
Omni-Channel
Strategy
EXPERT

32. WHO OWNS THE
CUSTOMER EXPERIENCE?

33. Q&A

34. THANK YOU
Marlene Vicaire
+61 466 467 854
marlene@tshape.me
@Tshape_Me