evolving consumer expections
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October 13th 2010
EVOLVING CONSUMER EXPECTATIONS
Hayden SaundersHayden delivers solutions that help
marketers to better understand customers and their cross-channel
decisions.
Jane FinchJane is responsible for helping Epsilon’s
clients in EMEA to implement and optimise their multi-channel solutions.
Senior Project Manager, EMEASolutions Consultancy Director, EMEA
• Changes in consumer expectations
•What that means for marketing and marketeers
•Some practical examples that show how we can embrace that change
What We Will Cover Today
Consumers have taken control, and we see it every day in their expectations and behaviours
•Unprecedented choice How and when they communicate with
brands and each other Obtain information Make decisions, shop and buy
•Accelerated pace of interactions Digital interactions enable consumer
voices to be heard and amplified across channels in minutes
Consumer Empowerment
Marketing has changed more in the last 5 years than the previous 50
•Impact of media proliferation•Science versus art•Seamless consumer movement between channels•Consequences of time compression on marketing
Marketing Complexity
The choices are
Marketers at a Crossroads
Or…
Become paralyzed by the complexity and
apparent loss of control
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Embrace this shifting marketplace with
new ways to listen, learn and influence
consumer behaviour
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You Have to Be ListeningYou Have to Be Listening
You Have to Be Channel AwareYou Have to Be Channel Aware
You Have to Have a Message ReadyYou Have to Have a Message Ready
You Have to Be IntegratedYou Have to Be Integrated
You Have to Have a Multi-Channel PlanYou Have to Have a Multi-Channel Plan
You Have to Have MemoryYou Have to Have Memory
You Need to Understand the Influencer NetworkYou Need to Understand the Influencer Network
You Need to Link all the Interactions by ConsumerYou Need to Link all the Interactions by Consumer
Marketers must adopt new ways to …
A New Way Forward
We call it Customer Experience Marketing
Engage Consumers Differentiate Brands Earn Long-Term Preference
• Welcomes customer participation into experience design
• Facilitates engaging conversations across channels
• Evolves conversations into win-win relationships
• Inspires consumer involvement and action
• Leads to loyalty, giving brands a true competitive advantage
• Stops disrupting what people are interested in and becomes what they’re interested in
Tenets of Customer Experience Marketing
TARGET
Experience Maps | Year 2000 Example
TOUCHPOINTS
SHOP
CUSTOMER CALL CENTRE
EMAILS / NEWSLETTERS
DIRECT MAIL
SMS / TEXT
PRINT ADS & OUTDOOR ADS
BROADCASTS: TV & RADIO
WEBSITE
Jennifer Thompson• Age 34• Married mother of 3• Lives in Basingstoke, Hants• Household income £85,000• Magazine subscriber to:
o Homeo Health & fitness
• Catalogue buyer
ENGAGE
4
On her way back from the supermarket, Jennifer notices an ABC shop, and decides to look at their summer dresses. Jennifer buys a dress.
At the till, Jennifer signs up to receive the ABC Fashion mail order catalogue.
ONLINE BANNERS / SEARCH
BOND
5
Jennifer receives ABC Fashion’s catalogue in the post. While drinking coffee with a friend at home, they leaf through the catalogue and post an order for several accessories to go with her new dress.
CONNECT
1 2
3
Jennifer receives her favourite health and fitness magazine in the post and while reading sees a full page ad for ABC Fashion.
Later, she sees a billboard promoting ABC Fashion on her drive home. That evening, while watching TV she sees an advert promoting ABC’s new summer collection.
TARGET
Experience Maps | 2010 Example
TOUCHPOINTS
SHOP
CUSTOMER CALL CENTRE
EMAILS / NEWSLETTERS
DIRECT MAIL
SMS / TEXT
PRINT ADS & OUTDOOR ADS
BROADCASTS: TV & RADIO
WEBSITE
Jennifer Thompson• Age 34• Married mother of 3• Lives in Basingstoke, Hants• Household income £85,000• Magazine subscriber to:
o Homeo Health & fitness
• Catalogue buyer
ONLINE BANNERS / SEARCH / SM
CONNECT
1 2
3
While checking her email online, Jennifer noticed a banner ad for ABC Fashion. She’d heard of the shop as her friend talked about it on Facebook.
From the ad, she clicked through to the shop’s website where she saw a dress she liked. She decided to sign up to special offers by email and SMS.
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ENGAGE
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Minutes later Jennifer received a welcome email from ABC Fashion, which included a 10% limited time discount on their summer collection.
Going to the website, she added the dress in the shopping cart but had second thoughts. The next day, a reminder email arrived. A week later a postcard arrived with the same offer and deadline. She went back to the website and completed the order.
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910
BOND
Following the delivery of the dress, Jennifer received an email suggesting accessories to match. Going into the high street store to look, she decided to buy them. The next week she received a reward voucher in the post.
Via one of ABC’s weekly emails she puts an ABC shop link on her Facebook page, as she will earn credits for each friend who signs up to their emails.
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SUPPORTING TECHNOLOGY
Thorntons – Measuring Digital Attention
Thorntons – Fast, Automated Eye Tracking
Consumers & Data Email history Demographics Preferences
Promotion History Redemptions Multi-Channel Interactions
Social comments Survey Response
Consumer Marketing Data Model
Consumer Data MartsConsumer Data Marts
Consumer Marketing
Warehouse
Consumer Marketing
Warehouse
Consumer Data Integration (CDI) Process
Data Audit / Exception ReportingData Audit / Exception Reporting
Name & Address Standardisation HygieneName & Address Standardisation Hygiene Segmentation EngineSegmentation Engine
Consumer Matching / HouseholdingConsumer Matching / HouseholdingReferential
DataReferential
Data
Strategic & Analytic ConsultingCustomer StrategyCustomer Strategy
CRM PlanningCRM Planning
Modeling & AnalyticsModeling & Analytics
Full Service Agency & Fulfillment
Strategy & CreativeStrategy & Creative
Account ServiceAccount Service
Print ProductionPrint Production
Centralised Consumer Marketing Solution
Social Media
IVR / Call
Center
Reply Card
CouponRedemptio
n
$Brand
Websites
EmailMobile
Consumer Touchpoints & Marketing Channels
Data Interfaces
Data cleansing, and common key assignation
Batch ProcessingBatch Processing
Real-Time Real-Time
Real-time content serving
Marketing Applications & Integrated Channel Execution
Client / BrandSolution Portal
Standard / Ad-hocReporting
Analytics / Modeling
Environment
Loyalty Solutions
Advanced Campaign Management
Open Database Access
WRAP-UP
• Consumer empowerment
• Marketing complexity
•Data potential
•Understand and facilitate the customer experience
•Higher conversion, higher loyalty
Wrap Up
Customer Experience Marketing
Q&A
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