Dialogkonferansen 2014 - Take-aways
•Download as PPT, PDF•
0 likes•266 views
Oplæg af Ida Riviére (Postnord) på morgenseminaret "DM INSPIRATION". Afholdt d.18.sept.2014 i Huset Markedsføring
More Related Content
Viewers also liked
Viewers also liked (11)
More from HusetMarkedsforing
More from HusetMarkedsforing (17)
Recently uploaded
Recently uploaded (20)
Dialogkonferansen 2014 - Take-aways
- 2. Dialogkonferansen 24-27 august 2014 Konferencen 18 år 3,5 dage konference 64 indlægsholder og workshop Spor Customer experience, Innovation in mobile, social & digital Loyality marketing Customer marketing for financial Brand Stars and Bright Strategies Interactive Strategies
- 3. Mine take-aways Customer Experience Management - Husk at skabe oplevelser! Kundeloyalitet - Hvad driver kundeloyalitet? Content Marketing - Hvordan arbejder du strukturet med Content Marketing? 2 inspirerende kampagner
- 4. Build customer experience (CEM)
- 6. Build customer experience map
- 12. Loyalitet
- 24. Best campaigns
- 31. Tak for i dag! Ida Rivière Le Quement Marketing & Sales Support, PostNord ida.riviere.le.quement@post.dk
Editor's Notes
- 7 Tendenser Content Marketing, Internet of Things, Disruptive innovation, Social vs/ e-mail, Personalization, Location baseret marketing, CRM Buzz ord Storytelling Customer Experience Kundeloyalitet Content marketing Customer churn, conversation rate, A/B test Real Time
- ”Causing the heart to beat is just as important as making the mouse click – it is all about creating emotions.”
- 6 modules… Did we have a happy ending? • Employee engagement up 346% • NPS improved by 7.4% • Double digit growth since launch • 150% increase in the loyalty scheme • 91% increase in brand index (YouGuv)
- Content Marketing: It is the making and/or sharing of content with the intent of giving value to the target group.” Content builds awareness, trust, word-of-mouth, customer engagement, purchase intent Relevant, ærlig, transparent og med reel nytte- og nyhedsværdi Owned: Relevant, educational, helpful, compelling, engaging and sometimes entertaining information. A shift from push to pull marketing is imperative to brand survival ”Content marketing is a pull strategy— it’s the marketing of attraction. It’s being there when consumers need you, and seek you out with relevant, educational, helpful, compelling, engaging and sometimes entertaining information” Content Marketing er som skabt for CRM og omvendt.
- Three types of content marketing 1. Entertains 2. Informs and Educates 3. Provides Utility Other Types of Content: Curated/Aggregated and User-Generated Content Does not have to be expensive Content does not necessarily come from marketing
- Mc Donald’s -> Face the problem and solve it! Mc Donald’s, Canada Change consumer’s perception about Mc Donald’s Increase key food quality perception 14% Open their chicken – transparency ”Our food, your questions” Great results (picture) – 46% McDonald’s decided to tackle myths and misconceptions about their brand head-on and give the public a ’backstage pass’ to see for themselves how things really work in the company • The idea: A RADICALLY TRANSPARENT, SOCIALLY POWERED FAQ https://www.youtube.com/watch?v=MBm8145-wp4
- Nivea -> Kobling med fysisk og digital -> Not about technologies, it’s a all about ideas Nivea, Brazil Protection campaign Solar charger Kids bracelet, bluetooth technology Great PR impact, retention 62% increase