A talk delivered to the CEO Institute debunking myths surrounding digital marketing. The slideshow challenged the audience to shift their thinking from solutions to problems. It made them consider investing their efforts customer first activities to drive engagement and fulfilment.

1. Dan Levy / More Space For Light / @morespace4light
THE MYSTERY OF DIGITAL

2. REFLEX STRATEGIC FLUENCY MASTERY
PHASES OF LITERACY

3. BUSINESS OBJECTIVES
➤ INCREASE REVENUE.
➤ DECREASE COSTS.
➤ INCREASE THE NUMBER
OF CUSTOMERS.
➤ ENGAGE WITH EXISTING
CUSTOMERS.
➤ GROW BRAND EQUITY.

4. IT’S NOT ABOUT DIGITAL STRATEGY.
IT’S STRATEGY IN A DIGITAL WORLD.

5. ORGANISATIONS THAT ARE NAILING IT!

6. THEY UNDERSTAND THE PEOPLE WHO THEY ARE
TRYING TO SERVE.
THEIR CUSTOMERS.

7. THEY UNDERSTAND THEIR PAINS TODAY, BUT ALSO
THE FUTURE. THEN ORGANISE AND ORIENTATE
THEIR ENTIRE OFFERING AROUND THIS.

8. FROM THE INSIDE OUT

9. ?
THE WHO?

10. BUILD RELATIONSHIPS

11. RELATIONSHIPS ARE A SERIES OF EXPERIENCES
=
RELATIONSHIPEXPERIENCES

12. YOUR BRAND AND ITS RELATED SERVICES ARE
THE TOUCH POINTS THAT DELIVER AN EXPERIENCE
THAT INCORPORATES YOUR VALUES.

13. THE RESPONSIBILITY OF PROVIDING OUR
CUSTOMERS WITH A POSITIVE EXPERIENCE IS
SHARED BY EVERYONE HERE TODAY.

14. ➤ DISCOVERY.
➤ SHOPPING.
➤ DIGITAL.
➤ PRODUCT.
➤ CUSTOMER.
➤ COMMUNITY.
DELIVERING AN EXPERIENCE

15. ORGANISATIONS ARE BEGINNING TO UNDERSTAND
THAT TO STAY RELEVANT, THEY HAVE TO GAIN A
DEEP KNOWLEDGE OF THEIR AUDIENCE.

16. IT COSTS FIVE TIMESAS MUCH TO ATTRACT A
NEW CUSTOMER, THAN TO KEEP AN EXISTING
ONE?

17. WHERE TO START?

18. ZERO IN ON YOUR
CUSTOMER SEGMENTS.

19. CONSIDER YOUR
CUSTOMERS GOALS.

20. DOCUMENT YOUR
TOUCH POINTS AND
HOW THEY IMPACT
THEIR EXPERIENCE.

21. TRACKING YOUR PERFORMANCE
➤ COST TO ACQUIRE (CAC).
➤ CUSTOMER PENETRATION.
➤ CUSTOMER CHURN.
➤ CUSTOMER LIFETIME VALUE.

22. KEY TAKEAWAYS
➤ UNDERSTAND THE BIGGER PICTURE.
➤ DEFINE WHO YOUR CUSTOMERS ARE.
➤ BE DECISIVE IN THE EXPERIENCES YOU CREATE.
➤ TRACK THE PERFORMANCE OF YOUR EFFORTS.

23. ASK YOURSELF
HOW WOULD YOUR
CUSTOMERS
DESCRIBE YOUR
RELATIONSHIP?
dan@morespaceforlight.com.au
morespaceforlight.com.au /@morespace4light