As the digital marketing landscape continues to evolve in 2016, brands require to better suit consumer preferences, adapt to new technologies and preserve their position in a more crowded online marketplace. In my view there is a more urgent need to focus on developing user-centric approaches through data-driven technologies in order to achieve your business objectives.
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
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
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.
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