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Putting Customers at the Heart, Mark Iremonger
The document discusses the importance of placing customers at the center of data-driven marketing strategies, emphasizing the role of trust, brand experience, and customer communications. It highlights the necessity of leveraging rich data to understand customer needs and to facilitate meaningful interactions across various digital channels. Furthermore, it underscores the evolving expectations of customers and the need for brands to adapt their communication frameworks to enhance engagement and build stronger relationships.
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Putting Customers at the Heart, Mark Iremonger
- 1. Putting Customers atthe Heart Data Driven Marketing Mark Iremonger 1
- 2. MILESTONES Data Driven Marketing 1440 1590 1740 1890 2040 ‘12 2
- 3. MILESTONES WWW 1440 1590 1681 1740 1878 1890 1922 ‘29 ‘55 ‘64 2040 ‘91 1973 2012 3
- 4. THE LAST DECADE WWW ‘91‘94 1996 ‘97 ‘98 2000 ‘01 ‘03 2004 ‘05 ‘06 2008 ‘09 2012 4
- 5. COLOUR WWW ‘91 ‘94 1996 ‘97 ‘98 2000 ‘01 ‘03 2004 ‘05 ‘06 2008 ‘09 ‘11 2012 5
- 6. MORE COLOUR WWW ‘91 ‘94 1996 ‘97 ‘98 2000 ‘01 ‘03 2004 ‘05 ‘06 ‘07 2008 ‘09 ‘11 2012 6
- 7. 2012 WWW ‘91 ‘94 1996 ‘97 ‘98 2000 ‘01 ‘03 2004 ‘05 ‘06 ‘07 2008 ‘09 ‘11 2012 7
- 8. Gaming A BIG DECADE Mobile Changed Consumers Digital WWW Channel Diversity Future Web 2.0 Rich Data Web 1.0 It’s All New ‘91 ‘94 1996 ‘97 ‘98 2000 ‘01 ‘03 2004 ‘05 ‘06 ‘07 2008 ‘09 ‘11 2012 8
- 9. PUTTING CUSTOMERS ATTHE HEART OF IT Changed consumers. 9
- 10. HOW PEOPLE FEELABOUT YOUR BRAND IS DRIVEN BY THEIR LEVEL OF TRUST AND THEIR EXPERIENCE Brand experience Perception Level of trust Acquisition Retention
- 11. A RELATIONSHIP FRAMEWORKHELPS FOCUS Partner Signature actions Trusted Sweat the small stuff Liked Supplier
- 12. GETTING THE BASICSRIGHT IN BAU CUSTOMER COMMUNICATIONS • Relevance • Value exchange • Better use of assets Partner • Transparency and openness • Reframe messages positively Trusted Sweat the small stuff Customer at the heart of everyday communication Liked Supplier
- 13. TARGETED ACTIONS TOCOMPLEMENT BAU BASED ON CUSTOMER INTELLIGENCE Signature actions Active Consultation Partner Eg Prompt re-evaluation Differentiate in category Category perception change Visible Listening Brand objectives Trusted Price Proactivity Service or product Liked innovation Supplier
- 14. PUTTING CUSTOMERS ATTHE HEART OF IT CREATES A VIRTUOUS CIRCLE Brand derives maximum Customer derives value from customer maximum value from brand Rich Data gives us better customer intelligence to direct activity
- 15. TWO CATEGORY LEADERS Customerled Price led Two-sided One-sided Reassuring Shocking Brand does the work Customer does the work
- 16. PUTTING CUSTOMERS ATTHE HEART OF IT Channel Diversity. 16
- 17. HIGH LEVEL CUSTOMERJOURNEY AND KEY DIGITAL CHANNELS Purchase Moment Loyalty Cross-sell Awareness Consideration In Life Advocacy AFFs PPC SEO Display Display Social Website Mobile Email Secure Website
- 18. A FOCUS ONCONVERSION Purchase Moment Loyalty Cross-sell Awareness Consideration In Life Advocacy AFFs PPC SEO SEO Display Display Social Website Mobile Email Secure Website
- 19. PUTTING CUSTOMERS ATTHE HEART OF IT REQUIRES A BROADER DIGITAL APPROACH BUILT ON CUSTOMER NEED Purchase Moment Loyalty Cross-sell Awareness Consideration In Life Advocacy AFFs PPC SEO Display Display Social Website Mobile Email Secure Website
- 20. Purchase Moment Loyalty Cross-sell Awareness Consideration In Life Advocacy AFFs PPC SEO SEO Display Display Social Website Mobile Email Secure Website
- 21. Purchase Moment Loyalty Cross-sell Awareness Consideration In Life Advocacy AFFs PPC SEO Display Display Social Website Mobile Email Secure Website
- 22. AN IDEAL CUSTOMERPROFILE Real time view and capability • Consolidated data streams • Realtime dynamic tailored content • Targeted media
- 23. KNOWING WHERE TOPUT YOUR EFFORT • Conversion • Category Leadership • Customer Leadership 23
- 24. SEIZING THE MOMENT(S)POST SIGNAL OR TRIGGER Purchase Moment Loyalty Cross-sell Awareness Consideration In Life Advocacy AFFs PPC SEO Display Display Social Website Mobile Email Secure Website
- 25. DATA IS THELIFEBLOOD OF KNOWING YOUR AUDIENCE AND BUILDING VALUABLE CUSTOMER RELATIONSHIPS > Trust and the customer experience are intertwined – Your customers have different expectations of your brand to five years ago – What are your customers priorities – How can you mine the data landscape to know your customers better – How do you craft a converged customer experience > Know where, when and how to invest – Comms framework that integrates paid and owned channels – Seizing the Moments 25