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The 2016 Customer-Centric Digital Trends
The document discusses trends in customer-centric digital marketing, highlighting the effectiveness of personalized recommendations and customer photos in driving conversions. It notes that omnichannel customers significantly spend more and emphasizes the importance of tailored content for improving customer experience. Additionally, it outlines strategies for leveraging user-generated content and enhancing email marketing through personalization and mobile optimization.
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The 2016 Customer-Centric Digital Trends
- 1. customer photos andproductpurchase The missing link betweenTHE 2016 CUSTOMER-CENTRIC DIGITAL MARKETING TRENDS @olapic | @movableink#DigitalTrendsOM +
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- 3. TODAY’S SPEAKERS JULIAN HUNT VPSales, EMEA Olapic BETH CURTIS-CLARKE Account Director Movable Ink
- 4. UNDERSTANDING YOUR CUSTOMER #DigitalTrendsOM UKinternet Users are willing to purchase via social media. 36% Conversion rate is 5.5 times higher after clicking a personalised recommendation conversion rate after clicking a customer photo would consider ending retailer relationship if they are not given tailor- made relevant contentand offers Omnichannel customers spend 3.5 times more of online shoppers begin by using a search engine In 2016, 89% of companies plan to compete on the basis of customer experience 89% 5.5X 9.6% 3.5X 54%44% @olapic Sources: Emarketer, nchannel, Olapic & Fluid
- 5. UNDERSTANDING YOUR CUSTOMER #DigitalTrendsOM Improvedcustomer experience Targeted, personalised Multi-channel communication Content and recommendations from other consumers @olapic
- 6. 1 Leveraging Earned Content acrossmulti-channel
- 7. WHAT ARE PEOPLEPHOTOGRAPHING #DigitalTrendsOM @olapic
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- 10. WEST ELM –UGC OFFLINE #DigitalTrendsOM @olapic
- 11. THE EFFECT ONVISITORS BEHAVIOUR #DigitalTrendsOM @olapic 9 customer photos browsed per engaged shopper, 200% increase in time spent on site Conversion rate when shoppers see customer photos Conversion rate when shoppers interact with customer photos 4.6% 9.6% 9
- 12. REACH CUSTOMERS EVERYWHERE #DigitalTrendsOM eCommerceEmailMarketing Social Commerce Mobile CommerceDisplay AdvertisingOffline Marketing @olapic
- 13. REACH CUSTOMERS EVERYWHERE #DigitalTrendsOM@olapic RESULTS • 67% increase in UGC collected per month • 6X visitor interactions with UGC on product pages • 24% higher AOV
- 14. 2 Dynamic Facebook lookalikeadvertising
- 15. CALVIN KLEIN– UGCON FACEBOOK ADS #DigitalTrendsOM @olapic
- 17. 3 Google customer matchadvertising
- 18. GOOGLE CUSTOMER MATCH #DigitalTrendsOM “70%of online consumers agree that the quality, timing, and relevance of a brand’s message influences their perception of a brand” Google/Ipsos, “Consumers in the Micro-Moment,” March 2015
- 19. GOOGLE CUSTOMER MATCH #DigitalTrendsOM •Cart Abandonment • Repeat Purchase • Loyalty
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- 21. CUSTOMER EXPERIENCE ANDEMAIL #DigitalTrendsOM “By 2017, 89% of marketing leaders expect customer experience to be their primary basis for competitive differentiation” Gartner
- 22. TAKE PERSONALISATION ASTEP FURTHER #DigitalTrendsOM • Take personalisation a step further by incorporating personal information over an image.
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- 24. INCLUDE ORDER STATUSTRACKING #DigitalTrendsOM • Increase relevance and open rates • Great opportunity to cross-sell • Reduce burden on customer service centres
- 25. PERSONALISATION IN BUSINESSAS USUAL EMAILS #DigitalTrendsOM
- 26. OPTIMISE FOR MOBILE #DigitalTrendsOM •Go beyond responsive design, and make it as easy as possible for shoppers to do business with you while they’re on-the-go. • Target by device type and offer mobile-specific content such as a mobile-only “reveal in-store” coupon.
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- 28. FRESH MESSAGES WITHTIME SENSITIVE CONTENT #DigitalTrendsOM • Keep email content relevant by eliminating outdated offers. • Deliver dynamic messaging tailored to when the email is opened.
- 29. FRESH MESSAGES WITHTIME SENSITIVE CONTENT
- 30. PROGRESSIVE PROFILING #DigitalTrendsOM • Pollyour audience & offer hyper- targeted content based on results. • Automated retargeting • Gamification increases engagement • No integration required with your website
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- 32. PROGRESSIVE PROFILING #DigitalTrendsOM @KatrinaMcEwan •Poll your audience & offer hyper- targeted content based on results. • Automated retargeting • Gamification increases engagement • No integration required with your website
- 33. Tweet your toptakeaway from today’s webinar to win a Selfiestick! #DigitalTrendsOM
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- 35. customer photos andproductpurchase The missing link between THANK YOU www.movableink.comwww.olapic.com + #DigitalTrendsOM