decline of trust, rise of anti-marketing
TRANSCRIPT
- 1. TRUST DECLINE & ANTI-MARKETING Gerry McGovern @gerrymcgovern
- 2. The Panama Papers
- 3. 3 Customer Carewords Ltd. customercarewords.com
- 4. BIGGEST decline in TRUST since Edelman started measuring
- 5. 77% 31% 42% 27% 76% 32% 9% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Happy? Stressed? Trust Religious Leaders Trust Politicians 2012 2017 2017: 28,600 young people in 30 countries
- 6. 10 Customer Carewords Ltd. customercarewords.com 87% of B2B BUYERS say that content has an impact on vendor selection Social Media Today 9% of B2B BUYERS trust vendor websites CMO Council
- 7. What are the key characteristics of content that had a meaningful impact on your perceptions of a brand? Contained timely or unique information
- 8. What is the main reason a piece of content did not succeed in making a positive impression? Seemed more like a sales pitch
- 9. FOCUS ON CUSTOMERS Gerry McGovern @gerrymcgovern
- 10. #1: True Customer Obsession #1: Focus on the user and all else will follow #1: Truly understand customer needs
- 11. 16 Customer Carewords Ltd. customercarewords.com 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 2003 2005 2007 2009 2011 2013 Customer Value Brand Value Source: HBR Declining Value of Brands
- 12. CURRENT CUSTOMERS Gerry McGovern @gerrymcgovern
- 13. 0% 10% 20% 30% 40% 50% 60% 70% 80% 2000 2005 2010 2017 TRUST SHIFT From Me & My Brands to Me & My Friends Me & My Friends Me & My Brands Source: Pew, Edelman, Gallup, Eurobarometer
- 14. 19 Customer Carewords Ltd. customercarewords.com
- 15. 21 Customer Carewords Ltd. customercarewords.com People really like it and so they tell other people about it." Steward Butterfield, Slack Founder
- 16. NOT OPINION Gerry McGovern @gerrymcgovern
- 17. 23 Customer Carewords Ltd. customercarewords.com MailChimp analyzed over 40 million marketing emails Best subject lines: 60-87% open rate Worst subject lines: 1-14% open rate
- 18. 24 Customer Carewords Ltd. customercarewords.com Best Subject Lines Worst Subject Lines [COMPANYNAME] Sales & Marketing Newsletter Last Minute Gift - We Have The Answer Eye on the [COMPANYNAME] Update (Oct 31 - Nov 4) Valentines - Shop Early & Save 10% Source: Mailchimp study
- 19. 25 Customer Carewords Ltd. customercarewords.com
- 20. NOT FAKE Gerry McGovern @gerrymcgovern
- 21. Sarah Parmenter, sazzy.co.uk
- 22. Sarah Parmenter, sazzy.co.uk
- 23. Sarah Parmenter, sazzy.co.uk Likes 79 Clicks 521 Likes 1 Clicks 0
- 24. YOUR CUSTOMERS JOURNEY Gerry McGovern @gerrymcgovern
- 25. 32 Customer Carewords Ltd. customercarewords.com
- 26. 33 Customer Carewords Ltd. customercarewords.com Kreftforeningen jobber med forbedre sitt tilbud p nett. 1 2 3 4 5 6 12 16 45 1. Treatment 2. Symptoms 3. Preventing TOP MEDIUMSMALL TINY
- 27. Tasks Total Vote % of Total Vote 22950 60 Volunteer 99 0.4% 61 Give gift to the Cancer Society 92 0.4% 62 The Varde center (opening hours, contact details, quotations) 76 0.3% 63 Local offices of the Cancer Society 74 0.3% 64 Aids (prostheses, wigs) 73 0.3% 65 Online shop (Pink Ribbon, Livestrong bands) 64 0.3% 66 Employees of the Cancer Society 61 0.3% 67 Sexuality and cancer 49 0.2% 68 Press releases 47 0.2% 69 Vacancies 35 0.2% 70 Donation in connection with funeral 26 0.1% 71 Annual statement for tax return 25 0.1% 72 Testament - help with writing will/testament 25 0.1% 73 Businesses - how to support the Cancer Society? 23 0.1% 74 Change / register information about the donor / membership 19 0.1% 75 Starting a collection 18 0.1% 76 Annual report of the Cancer Society 16 0.1% 77 Memory Gift ("In memory of ...") 13 0.1% 78 Legacy gift (how to give ) 11 0.0% 79 Tax deductions for donations to the Cancer Society 11 0.0%
- 28. Gerry McGovern @gerrymcgovern
- 29. 38 Customer Carewords Ltd. customercarewords.com 87% PAGE REDUCTION Total pages reduced from 4,000 to 500 Conversion rate 100% up Emails to customer service down by 35% Customer satisfaction ratings up 38
- 30. 2 enquires a week
- 31. $1 M
- 32. 42 Customer Carewords Ltd. customercarewords.com
- 33. Deleted 50% of all content Visits to product pages increased by 520%
- 34. 44 Customer Carewords Ltd. customercarewords.com @gerrymcgovern
- 35. 45www.customercarewords.com +353 87 238 6136 @gerrymcgovern [email protected] Thank you customercarewords.comWWW.