putting customers at the heart, mark iremonger
DESCRIPTION
Mark Iremonger, CSO iCrossing UK opens the iCrossing UK Client Summit with 'Putting Customers at the Heart' Data Driven Marketing.TRANSCRIPT
Data Driven Marketing
Mark Iremonger
Putting Customers at the Heart
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MILESTONES
2
1740 1890 1590 1440 ‘12
2040
Data Driven Marketing
MILESTONES
3
1740 1890 1590 1440 ‘64 1878
‘91
WWW
2012 1973
1681 ‘29 1922 ‘55 2040
‘01 ‘98 ‘09 ‘03
4
2004 2008 2012 2000 1996 ‘97 ‘06 ‘05 ‘94 ‘91
WWW
THE LAST DECADE
COLOUR
5
2004 2008 2012 2000 1996 ‘98 ‘03 ‘05 ‘97 ‘06 ‘09 ‘11 ‘01 ‘94 ‘91
WWW
MORE COLOUR
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2004 2008 2012 2000 1996 ‘98 ‘03 ‘05 ‘97 ‘06 ‘09 ‘11 ‘01 ‘07 ‘94 ‘91
WWW
2012
7
2004 2008 2012 2000 1996 ‘98 ‘03 ‘05 ‘97 ‘06 ‘09 ‘11 ‘01 ‘07 ‘94 ‘91
WWW
A BIG DECADE
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2004 2008 2012 2000 1996 ‘98 ‘03 ‘05 ‘97 ‘06 ‘09 ‘11 ‘01 ‘07 ‘94 ‘91
WWW
Web 1.0
Digital Future
Mobile
Gaming
Web 2.0
Changed Consumers
Channel Diversity
Rich Data
It’s All New
PUTTING CUSTOMERS AT THE HEART OF IT
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Changed consumers.
Brand experience Perception Level of trust
HOW PEOPLE FEEL ABOUT YOUR BRAND IS DRIVEN BY
THEIR LEVEL OF TRUST AND THEIR EXPERIENCE
Acquisition
Retention
Partner
Trusted
Liked
Supplier
Sweat the small stuff
Signature actions
A RELATIONSHIP FRAMEWORK HELPS FOCUS
• Relevance
• Value exchange
• Better use of assets
• Transparency and openness
• Reframe messages positively
Partner
Trusted
Liked
Supplier
GETTING THE BASICS RIGHT IN BAU CUSTOMER COMMUNICATIONS
Sweat the small stuff Customer at the heart of
everyday communication
Visible Listening
Signature actions
Eg Prompt re-evaluation
Differentiate in category
Category perception change
Brand objectives
Price Proactivity
Active Consultation
TARGETED ACTIONS TO COMPLEMENT BAU
BASED ON CUSTOMER INTELLIGENCE
Partner
Trusted
Liked
Supplier
Service or product
innovation
Brand derives maximum
value from customer
Customer derives
maximum value from brand
PUTTING CUSTOMERS AT THE HEART OF IT
CREATES A VIRTUOUS CIRCLE
Rich Data gives us better customer intelligence
to direct activity
TWO CATEGORY LEADERS
Customer led
Two-sided
Reassuring
Brand does the work
Price led
One-sided
Shocking
Customer does the work
PUTTING CUSTOMERS AT THE HEART OF IT
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Channel Diversity.
HIGH LEVEL CUSTOMER JOURNEY AND KEY DIGITAL CHANNELS
Consideration
Loyalty
Cross-sell
Advocacy Awareness
Purchase
Moment
In Life
SEO
Display
Social
Website
PPC
AFFs
Mobile
Display
Secure Website
A FOCUS ON CONVERSION
Consideration
Loyalty
Cross-sell
Advocacy Awareness
Purchase
Moment
In Life
SEO
Display
Social
Website
PPC
AFFs
Mobile
Display
Secure Website
SEO
PUTTING CUSTOMERS AT THE HEART OF IT
REQUIRES A BROADER DIGITAL APPROACH BUILT ON CUSTOMER NEED
Consideration
Loyalty
Cross-sell
Advocacy Awareness
Purchase
Moment
In Life
SEO
Display
Social
Website
PPC
AFFs
Mobile
Display
Secure Website
Consideration
Loyalty
Cross-sell
Advocacy Awareness
In Life
SEO
Display
Social
Website
PPC
AFFs
Mobile
Display
SEO
Secure Website
Purchase
Moment
Loyalty
Cross-sell
Advocacy Awareness
AFFs
Social
Website
PPC
Mobile
Display
Secure Website
Consideration
Purchase
Moment
In Life
Display
SEO
AN IDEAL CUSTOMER PROFILE
Real time view and capability
• Consolidated data
streams
• Realtime dynamic tailored content
• Targeted media
KNOWING WHERE TO PUT YOUR EFFORT
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• Conversion
• Category Leadership
• Customer Leadership
SEIZING THE MOMENT(S) POST SIGNAL OR TRIGGER
Consideration
Loyalty
Cross-sell
Advocacy Awareness
Purchase
Moment
In Life
SEO
Display
Social
Website
PPC
AFFs
Mobile
Display
Secure Website
DATA IS THE LIFEBLOOD OF KNOWING YOUR AUDIENCE
AND BUILDING VALUABLE CUSTOMER RELATIONSHIPS
> Trust and the customer experience are intertwined
– Your customers have different expectations of your brand to five years ago
– What are your customers priorities
– How can you mine the data landscape to know your customers better
– How do you craft a converged customer experience
> Know where, when and how to invest
– Comms framework that integrates paid and owned channels
– Seizing the Moments
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