From Massmailing to Storytelling
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For years, marketing relied on stereotypes but they did not accurately represent customers. A game changer is marketing automation which uses all available data about individuals, such as demographics, interests, behaviors, and motivations to create personalized profiles and send relevant content and experiences. This leads to more conversions by meeting users' needs across devices through improved design and a continuous improvement process that closes the feedback loop.
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From Massmailing to Storytelling
- 2. For years, we relied on stereotypes. They simplified our work (and stock photos)
- 3. This is how we saw the average Mum. 19% Yet…
- 4. This is how we saw clients. Yet…
- 5. This is how we positioned Quick. Yet… Free WIFI Make the kids happy Need for Fat! Close to Work Fast CheapTaste
- 6. So why using these stereotypes? mostly They stayed relevant
- 7. A game changer: Marketing Automation
- 8. More Profiles More Stories More Campaigns More Links For each person the right story
- 9. 1- Use the Data (all of it) sociodemographic
- 10. 1- Use the Data (all of it) sociodemographic consumer journey
- 11. 1- Use the Data (all of it) sociodemographic consumer journey interests
- 12. 1- Use the Data (all of it) online behavior sociodemographic consumer journey interests
- 13. 1- Use the Data (all of it) motivations / triggers
- 14. 1- Use the Data (all of it) motivations / triggers problems/blockers
- 15. 1- Use the Data (all of it) motivations / triggers problems/blockers emotions
- 16. 2- Use Extended Persona Persona Woman 60+ New client Likes being warm Clicks on Promos
- 17. 2- Use Extended Persona Psychographic Persona Likes to feel different Finds your product elegant Doesn’t want to look old Women 60+ New client Like being warm Click on Promos Follows recommendations Likes the quality of your product Wants to be comfortable
- 18. 3- From Mass Mailing Content…
- 19. 3- …to Relevant Content
- 20. 3- Content that Converts
- 21. 4- Context Home On the road Back Home In the shop
- 22. 5- UX: Cross Device For campaigns to convert well, the experience needs to be great across all devices
- 23. 5- UX: remove pain-points
- 24. It is all about the user and his ‘reservoir of goodwill’ good design and usability increase the reservoir
- 25. 6- Automatize & Improve Bring together: • user needs • business objectives • value proposition Create the ‘story’ • collect data • improve UX • reiterate Continuously!
- 26. 7- Close the Loop
Editor's Notes
- How good user experience design is a valuable asset in the process of marketing automation
- Mention brand engagement through becoming more relevant More relevance is UX design outcome by looking at users and needs, context and business objectives and content. Its a UX balancing act
- Tell the story, content is the carrier Research Data will tell if it works or not Content strategies tuned to user needs and business objectives can boost conversion and improve retention
- [This slide is about the HOW] Txt you could use: for campaigns to convert well UX needs to be uniform across devices Create equally good experiences
- [This slide is about the HOW] Txt you could use: Keep it Simple, Stupid The user needs to feel that the finish line is close UX design helps improve satisfaction, increase conversion
- [This slide is about the WHY] Txt you could use: after people see this, you could say: “… and you would rather have them swim in mineral water than this…”
- Data and research go hand in hand in a cycle that feeds the continuous improvement of the user experience and if job done well, the ROI
- Data and research go hand in hand in a cycle that feeds the continuous improvement of the user experience and if job done well, the ROI