key considerations for embracing customer-centric marketing
Post on 28-Jun-2015
269 Views
Preview:
TRANSCRIPT
Embracing Customer-Centric Marketing: A Conversation w/ AT&T
Keith SchumannDirector, Consumer Marketing, AT&T
Brian MaupinDirector, Database Marketing, AT&T
Matt WitterVP, Account Services, Hacker Group
2011 RECAP
2011 RECAP
CUSTOMER CENTRICITY
CUSTOMER CENTRICITY
TECHNOLOGY EVOLUTION
CUSTOMER CENTRICITY
BRAND EXPOSURE
CUSTOMER CENTRICITY
MARKETING CONVERGENCE
BRAND MARKETING:
MASS MEDIA
DIRECTMARKETING:
1 TO 1 COMMUNICATION
5 KEYS TO BECOMING CUSTOMER-CENTRIC
1) ORGANIZATION
2) MEASUREMENT
3) DATABASE
4) CREATIVE
5) TESTING
CASE STUDY
In 2012, AT&T transformed single channel acquisition direct marketing into
customer-centric engagement
CASE STUDY
FRAMING THE APPROACH
Consumer Imagery & Network Messaging
Special Promotion
Area
Array of new devices featuring
Smartphones and Tablets
Multiple Calls-to-Action
CASE STUDY
CUSTOMER CENTRIC DESIGN
CASE STUDY
INNOVATIVE TACTICS
CASE STUDY
ANALYSIS
WHAT’S NEXT?
Win a FREE iPad — Awesome!
QUESTIONS?
top related