design for customer engagement - monetization in a b2c company
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Design for Customer Engagement Constructing the Composable Enterprise for your Digital Marketing Strategy
Alessandro Lavazzi
DIGITAL MARKETING STRATEGY
SAMPLE CASE: MONETIZATION IN A B2C COMPANY
COLLECT: LANDING PAGE & CONTACT FORM
MANAGE: CORPORATE CONSUMER DB & CRM
SEGMENT: SEGMENTATION TOOL & SCORING ENGINE
EXECUTE: MARKETING AUTOMATION
MEASURE: CUSTOMER INSIGHT
DIGITAL MARKETING STRATEGY
SAMPLE CASE: MONETIZATION IN A B2C COMPANY
COLLECT: LANDING PAGE & CONTACT FORM
MANAGE: CORPORATE CONSUMER DB & CRM
SEGMENT: SEGMENTATION TOOL & SCORING ENGINE
EXECUTE: MARKETING AUTOMATION
MEASURE: CUSTOMER INSIGHT
The «Magic Question» Pattern
Demo – The ABC.com case
The Era of the Composable Enterprise: How To Choose the Best Software?
Episode 2Sample Case: Monetization in a B2C Company
A Sample Case – Monetization in a B2C Company
Consumer
Let’s consider a consumer product scenario. In order to incentivize the consumer interaction with the company, we apply the well known pattern of the Magic Question
RecommendationCampaign
Improve the effectiveness of the Consumer
Contact Channel
The Magic Question Pattern:
WANT SOME HELP?
Consumer Product
AdvocacySponsorship
Cross-SellingCross-Fertilizations
MONETIZATION
$$$$
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A Sample Case – Monetization in a B2C Company
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The consumer accesses a Landing Page by scanning a QR Code on the product package…
QR CODE Scanning
Consumer
ABC.com
…LET’S SEE IT IN ACTION!
Landing Page Best Practices
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SOCIAL LOGIN FEATURES Allow to
• Improve the interaction rate
• Collect additional data from the social network
DRIVE THE USERInclude only
• information that the consumer really needs to see
• a single clear action to take
ACMECorporation
ABC.com
MOBILE FIRST!
With a responsive UI you can reach mobile ad laptop users.
www.consumerbarometer.com
Welcome Mail
9Go to ABC.com Web Site
Hi Alessandro,
thanks for your information request. Your request has been received and will be processed shortly.
In the meantime you can check the FAQ section.
Hereafter you’ll find some new ABC.com product that you may be interested in.
Get instant Rewards with the ABC.com Loyalty App
Get the new ABC.com iBeacon
The consumer receives a welcome mail with instant recommendations based on his interests
ABC .com
ABC.com Customer Service nowWelcome!Hi Alessandro ….slide to read
ABC.com Customer Service nowWelcome!Hi Alessandro ….slide to read
Welcome Mail
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The consumer receives a welcome mail with instant recommendations based on his interests
Go to ABC.com Web Site
Hi Alessandro,
thanks for your information request. Your request has been received and will be processed shortly.
In the meantime you can check the FAQ section.
Hereafter you’ll find some new ABC.com product that you may be interested in.
Get instant Rewards with the ABC.com Loyalty App
ABC .com
Self Service Knowledge Base by Mind Touch up your NPS and increase your ticket deflection
Product RecommendationIncrease Cross-Selling and Cross-Fertilizations
Loyalty ProgramBuild Customer Loyalty and increase advocacy
Get the new ABC.com iBeacon Puzzle
Set Up a Digital Marketing Strategy
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How to choose the best software?
www.lumapartners.com
www.lumapartners.com
Set Up a Digital Marketing Strategy
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In most cases, there isn’t a single product that offers an end-to-end solution. You have to integrate different products to build the solution that best suits your needs.
www.lumapartners.com
The Composable Enterprise Era
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The way companies buy and implement software has changed radically: the era of Composable Enterprise has begun!
Open API
Microservice-Driven
www.lumapartners.com
Set Up a Digital Marketing Strategy
How to choose the best combination? It mainly depends on your IT landscape and the goals of your marketing strategy.
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Set Up the ABC.com Digital Marketing Strategy
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Consumer
Landing Page(Contact
Form or App)
Corporate Consumer Database
Customer Relationship Management
Marketing CampaignsAutomation
Customer Insight
Collect Manage Execute Measure
Segmentation Tool and Scoring
Engine
Segment
We’ll construct together the end-to-end process with the chosen technologies!
Looking for more on Customer Engagement Design?Let’s Connect!
Alessandro LavazziCustomer Engagement Practice Manager
https://it.linkedin.com/in/alessandro-lavazzi
Alessandro.Lavazzi@techedgegroup.com
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techedgegroup.com
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