SlideShare a Scribd company logo
1
Create a 360-degree view of your customers journey to
engage with the right message at the right time
Hosted by by Dr Dave Chaffey, co-founder and
Content Director, Smart Insights
Brand Marketing Summit, London, 25th June, 2019
Download : www.slideshare.net/smart-insights
1
Hosted by by Dr Dave Chaffey, co-founder and
Content Director, Smart Insights
Brand Marketing Summit, London, 25th June, 2019
Download : www.slideshare.net/smart-insights
2
Your panelists
3
Co-founder and Editor of
SmartInsights.com - a marketing
advice community with > ½
million uniques/quarter.
Premium members in over 120
countries use our planning
guides, templates and online
courses to Plan, Manage and
Optimize their digital marketing.
We also deliver consulting and
training for members.
Digital Marketing strategist, consultant, trainer and author since ‘97
Free Basic
membership
About Dave Chaffey
and Smart Insights
4
Q. Achieving relevance across the complex customer journey?
Source: Smart Insights customer lifecycle guide
4
Source: Smart Insights customer lifecycle guide
5
Customer lifecycle touchpoint review –
filling gaps and optimisation needed!
Source: Smart Insights customer lifecycle guide
6
Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates
Benchmarking
engagement
and
xperience tactics
7
Q. Key success factors for driving growth?
Source: CMO Survey arranged by Duke University Fuqua Business School, Deloitte and the American Marketing Association
8
Q. Applying 360 degree insight to drive growth?
Source: Roland Berger
9
Q. How do you drive satisfaction and loyalty?
10
Example listening community
Source: Vision Critical
The company launched the PRU for You (PFY)
online community to allow greater engagement
with customers and to give them a voice in
developing new products and services. PFY
has 4,500 members: 88% are customers and 12%
are agents.
11
Q. Improving content to drive growth?
Source: Smart Insights Content Marketing Matrix
12
Q. Do you use digital transformation programmes to
co-ordinate digital improvements?
12
Source: Managing Marketing 2019 report
13
14
Q. Martech governance to support
insight and automation?
Download: http://bit.ly/smartdigitaltools
15
Martech opportunities – systems and insight
Download: http://bit.ly/smartdigitaltools
16
Source: Smart Insights article - 5 applications of AI
17
Q. How many structured experiments
does your business run each month?
18
Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey
Download : www.slideshare.net/smart-insights

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Panel Discussion: Create a 360-degree view of your customers journey to engage with the right message at the right time

  • 1. 1 Create a 360-degree view of your customers journey to engage with the right message at the right time Hosted by by Dr Dave Chaffey, co-founder and Content Director, Smart Insights Brand Marketing Summit, London, 25th June, 2019 Download : www.slideshare.net/smart-insights 1 Hosted by by Dr Dave Chaffey, co-founder and Content Director, Smart Insights Brand Marketing Summit, London, 25th June, 2019 Download : www.slideshare.net/smart-insights
  • 3. 3 Co-founder and Editor of SmartInsights.com - a marketing advice community with > ½ million uniques/quarter. Premium members in over 120 countries use our planning guides, templates and online courses to Plan, Manage and Optimize their digital marketing. We also deliver consulting and training for members. Digital Marketing strategist, consultant, trainer and author since ‘97 Free Basic membership About Dave Chaffey and Smart Insights
  • 4. 4 Q. Achieving relevance across the complex customer journey? Source: Smart Insights customer lifecycle guide 4 Source: Smart Insights customer lifecycle guide
  • 5. 5 Customer lifecycle touchpoint review – filling gaps and optimisation needed! Source: Smart Insights customer lifecycle guide
  • 6. 6 Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates Benchmarking engagement and xperience tactics
  • 7. 7 Q. Key success factors for driving growth? Source: CMO Survey arranged by Duke University Fuqua Business School, Deloitte and the American Marketing Association
  • 8. 8 Q. Applying 360 degree insight to drive growth? Source: Roland Berger
  • 9. 9 Q. How do you drive satisfaction and loyalty?
  • 10. 10 Example listening community Source: Vision Critical The company launched the PRU for You (PFY) online community to allow greater engagement with customers and to give them a voice in developing new products and services. PFY has 4,500 members: 88% are customers and 12% are agents.
  • 11. 11 Q. Improving content to drive growth? Source: Smart Insights Content Marketing Matrix
  • 12. 12 Q. Do you use digital transformation programmes to co-ordinate digital improvements? 12 Source: Managing Marketing 2019 report
  • 13. 13
  • 14. 14 Q. Martech governance to support insight and automation? Download: http://bit.ly/smartdigitaltools
  • 15. 15 Martech opportunities – systems and insight Download: http://bit.ly/smartdigitaltools
  • 16. 16 Source: Smart Insights article - 5 applications of AI
  • 17. 17 Q. How many structured experiments does your business run each month?
  • 18. 18 Let’s Connect – Questions and discussion welcome! https://www.linkedin.com/in/davechaffey Download : www.slideshare.net/smart-insights

Editor's Notes

  1. Showing the need to integrate web experiences with other paid, owned, earned channels
  2. Session is about adding more structure and covering best practices for some of these activities