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How well-do-you-know-your-customers
The document discusses the importance of understanding customer identities and behaviors in marketing to enhance targeting and reduce inefficiencies. It outlines common marketing mistakes, such as targeting existing customers through inappropriate channels and emphasizes the value of collecting and utilizing accurate customer data. Ultimately, it advocates for the integration of offline and online channels and the automation of communication workflows to improve marketing effectiveness.
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How well-do-you-know-your-customers
- 1.
- 2. Are they justa face in the crowd?
- 3. Or do youhave their digital identity? Do you know their Last Name?their last 10 purchases?their next purchase?what they like?what they are tweeting right now?on what device they interact?
- 4. Most marketers donot have complete customer profile Name: Nurul Email: - Mobile: 713-708-0639 Gender: Female Birthday: 14 Feb 1970 Name: Peter Email: pete@gmail.com Mobile: - Gender: Male Birthday: 27 Sep 1982 Name: Farel Email: - Mobile: 713-617-0534 Gender: - Birthday: 21 Jun 1965 Name: - Email: kev@yahoo.com Mobile: 713-418-6291 Gender: Male Birthday: - Name: R Email: - Mobile: 713-224-1245 Gender: Male Birthday: 2 Aug 1990 Name: Aulia Email: a123@gmail.co Mobile: Gender: Female Birthday: -
- 5. And ineffectively targetacross multiple channels
- 6. Oops!Oops! Common marketing mistakesby not knowing customers well
- 7. Sending right communicationto the wrong channelMarketing Mistakes Marketing Mistakes Targeting 60 year old Andy on mobile might not be the best of the strategies #1
- 8. Spending money onaffiliate promotions and SEM activities trying to acquire people who are already existing customers Marketing Mistakes Marketing Mistakes Marketing Head at ShopEasy.id targets potential customers #2
- 9. Spending money onaffiliate promotions and SEM activities trying to acquire people who are already existing customers Marketing Mistakes Marketing Mistakes And successfully acquires few of them #2
- 10. Spending money onaffiliate promotions and SEM activities trying to acquire people who are already existing customers Marketing Mistakes Marketing Mistakes But sadly doesn’t map the customer attributes #2
- 11. Spending money onaffiliate promotions and SEM activities trying to acquire people who are already existing customers Marketing Mistakes Marketing Mistakes Parallelly, he pays to do affiliate marketing via IndBank to acquire new customers #2 AFFILIATE MARKETING
- 12. Spending money onaffiliate promotions and SEM activities trying to acquire people who are already existing customers Marketing Mistakes Marketing Mistakes And acquires customers… … who are already his existing customers!! #2 AFFILIATE MARKETING
- 13. Bad data is wastingyour digital marketing spends and efforts
- 14. Brand content is notreaching the right audience Spend on digital marketing such as search engine optimization and mobile apps in 2015 is failing to deliver the value companies should expect. “ Proxima Research, 2015
- 15.
- 16. Have digital identities ofyour customers 1
- 17. Rio, exclusive discount of 20% justfor you. Please SMS <email id> space 54432 Improve data quality by connecting all customer touch points Collect / Correct email addresses of your customers Get Flat 20% OFF Give Missed Call on 022 3921 9551 and share your details to avail this offer CALL NOW! Integrate offline and online channels Get to know more about your existing customers Please tell us a little more about yourself so we can ensure that our service is tailored to your needs.
- 18. Use digital identity optimallyin all marketing efforts 2
- 19. Use digital identity optimallyin all marketing efforts 2 Inactive segment Automation Segment Email clicked? New users Send Discount voucher Email 2 days END Send Reminder SMS END Yes (Voucher redeemed) No (Voucher not redeemed) Send Thank You voice message Automate workflows for effective management of cross channel communication
- 20. Key Takeaways • Marketingspends can be efficiently used when you know your customers well • Map each of your customers’ touch points and create their digital identities • Utilize the digital identity optimally and communicate a consistent message across multi channels by using automated work flows
Editor's Notes
- #15 http://www.proximagroup.com/catalytic-thinking/60-global-marketing-budgets-being-wasted-every-single-year http://www.socialmediatoday.com/marketing/dqglobal/2015-09-16/why-bad-data-wasting-your-marketing-efforts