neil wilkins - ben journey to the perfect market
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TRANSCRIPT
Perfect Market Segmentation to identify the Perfect
Customer Journey
Neil Wilkins
February 2011
In the next 20 minutes
How to segment your marketplace
How to plot your customers’ journey
How to develop a marketing hub
Your Top Ten Tips
Who is this guy?
Marketing
1. It’s not about you
2. It’s not about your products
3. It’s not about your services
Market Segmentation
The breaking down of your target market place into bit sized chunks of customers who behave, look, feel, act and buy in a similar way
Market Segmentation
Market Segmentation
Customer Journey
Understanding each and every touch point that your customer has with your brand, products and services and using this journey to tune the customer experience and provide value to you and your customer at every step
Customer Journey
Your Marketing Chaos
Website
Blog
eNewsletters
Social Media
Mobile
SEO
AdvertisingLocation Based Services
Internet Directories
Chat Forum
electronic Customer Relationship Management
Pay per Click
Affiliate Marketing
eCommerce
Web Analytics
Research
SMS
Television
Your Marketing Hub
Website
Blog
eNewsletters
Social Media
Mobile
SEO
AdvertisingLocation Based Services
Internet Directories
Chat Forum
electronic Customer Relationship Management
Pay per Click
Affiliate Marketing
eCommerce
Web Analytics
Research
SMS
Television
Your Marketing Hub
Website
Blog
eNewsletters
Social Media
Mobile
SEO
AdvertisingLocation Based Services
Internet Directories
Chat Forum
electronic Customer Relationship Management
Pay per Click
Affiliate Marketing
eCommerce
Web Analytics
Research
SMS
Television
Top Ten Tips
1. Segment your world and give them a name2. Plot your ideal and actual customers’ journey3. Do your research and find out what they want4. Set clear objectives aligned to business goals5. Write down your 3-5 year strategic aims6. Align your 1-2 year tactics with your strategy7. Decide on the shape of your marketing hub8. Create a 6 month customer focused plan9. Constantly measure against your objectives
10. Tune, tune, tune
Who was this guy?
Neil Wilkins
Viper Marketing
Google, Linkedin, Facebook, Twitter