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

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



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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.


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



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

[email protected]

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https://it.linkedin.com/in/alessandro-lavazzi

techedgegroup.com

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design for customer engagement - monetization in a b2c company

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