marketing automation & customer journey mapping

Marketing Automation & Customer Journey Mapping

Y o u a n d I

T H E V A L U E E X C H A N G E

Customer journeys are the omni-channel paths customers take with touchpoints to interact with your brand..

Customer journeys are the way Rachel interacts with you as she figures out what you have that she wants or needs…

Retail / events / glancing moments

It’s the ways Rachelinteracts at all touchpoints both in and out of the digital world.And how the touchpoints interact with each other.

• Preferences• Need states• Behaviours• Place• and Device

The micro moments on device

Where she is on her journey – browsing, snacking, learning

Search trends

Marketing Automation is the way the business serves up value at a specific touchpoint to customers based on behaviour, preference and other rich data.

Marketing Automation is the way you learn, build and serve a cohesive personalised story for Rachel at every touch point through relevant content.

1. How do I get to know you, how do I build trust, how do I give you stuff you actually want, need or is of value.

2. How do I make it frictionless, seamless, personal and incredibly relevant

Sharing the Love

1. Acquisition2. Nurturing3. Retention4. Onboarding5. Loyalty6. Abandonment

(cart/web)7. Inactive enables you to build

automated interactions fulfilling their needs

We look to create Intelligent Traction across the user journey from customer behaviour,

preference and often third party data

3RD PARTY DATA3RD PARTY

DATA

Not sexySexy

Mobile makes Todays email sexy and the most successful channel with the ability to

personalise.

Today emails are drawing data from • Bureau of Meteorology• Internet of things• Traffic • Smart homes• Smart technology • Buyer behaviour• Location• Consumption

Tomorrow (as in really tomorrow)• A.I.• Telematics• Genetics

Customer on boarded - sent emails based on festivals in cities, music and drink preferences

Data is collected from from BOM based on heat spikes in locations

Locations are then integrated to festivals happening in that order and distributors are prompted to restock

Customers/distributors are matched via email and mobile. Customers can get drink they want at event related venues

CASE STUDY – GLOBAL FMCG

• Marketing Automation is about nurturing• Nurturing is about storytelling and value • Work on a frictionless customer journey (map it out)• Images don’t make emails more sexy• Emails that are authentic and personal - have better

open rates (that comes from data).

• Not sexy – too many emails

FRAGILE CONSUMERS

Sharing the love in a still sexy medium

Give customers what they need

in a personalised way to create authenticity.

They know me

You get a real single view of a

customer..Drive business

value

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Traction Digital

Data intelligence behind personalised interactions