emerce engage 2015 - tips to improve customer experience & marketing efficiency - michael...

[email protected] @michaelleander / michaelleander.me /

Speaker Michael Leander

Tips to improve customer

experience & marketing efficiency

“By 2020 customer experience is expected to surpass product and

pricing as the key business differentiator”

Source: Forbes Insights “Customers for Life” in associa9on with Sitecore

What “people” expect in 2016…. Personalized

Customized

Relevant experiences

Good-‐great experiences in all touch points * Personalized is implicit, customiza9on is based on profiling and user interac9on (explicit)


> Emo@onal connec@on with customers

> Increase life@me value

(LTV)

> Sell more, acquire more, beKer posi@oning, establish preference etc.

Winning and keeping anyone’s attention is increasingly difficult

Brands must be built in new ways. Brand values must be

delivered and experienced – not just communicated


Strong beginning

Keep it interes@ng

Build to last Worthy of share & recommenda@on


There is a big difference between an experience and the

memory of an experience.

ü The experiencing self lives in the present ü The remembering self is where loyalty is formed


What creates (strong) emoHons in any markeHng context?

NegaHve experiences What is irrelevant to the customer

What annoys or irritates the customer

What the customer doesn’t intui@vely understand

What doesn’t work as promised

PosiHve experiences What delights the customer

InteracHons that leads to validaHng decisions or beOer understanding

What makes it easy for the customer

What the customer is familiar with

Ac@ons and reac@ons an@cipa@ng customer needs and/or intend

One person will win this today !

How to win? ü  Tweet using @michaelleander and #emerceengage

ü  Post on Facebook, LinkedIn, YouTube, Pinterest, Instagram men@oning Michael Leander and Emerce

ü  Winner will be randomly chosen amongst all “posts” immediately a[er lunch

Relax! Let’s do that “mandatory” selfie right now !

But wait – there’s more


Get this book for free! Send an email to [email protected]


Respect your customer and pay close attention to her ever changing

needs.


People are different. Treat them as such consistently

CMO’s need to own the experience across all channels #Emerceengage @michaelleander @markedu


Get it right Pretending gets you in trouble.

Make an effort to really know your

customer

Which is the biggest reason for customers leaving you ?

Influenced by friends

Turned away by indifference

AOracted by compeHHon


Your first priority is to understand what makes your audience Hck!


What you absolutely need to know

What aOracts someone to you? 1

2

3

4

ATTRACTORS

What makes them stay? 1

2

3

4

RELATIONSHIP BUILDERS

What convinces them to acHon? 1

2

3

4

CONVERTERS

No more sex on the first date !

On average buyers engage with more than 11 pieces of content

before making a purchase decision

How engaging and relevant is your content?

The old

AIDA

Meet the new AIDEA A = AKen@on (Awareness) I = Interest D = Desire E = Engagement A = Ac@on

Engage me


Move away from transacHonal focus to a relaHonship building focus

Start with a compelling promise Deliver consistently Earn life long rela@onships

Effective marketing = Increase OTS

Opportunity to see. Find your number through experimenta@on. Don’t trust your intui@on


Build campaigns and activities that naturally engages beyond the initial

target

BtoHtoHto…

Engage beyond iniHal target with personalizaHon element


Make the audience part of the experience


Failure is a huge part of your

success.

Build an objective driven culture of experimentation!

Move from deadline driven to objecFve driven

See video about being objecFve driven hHp://www.youtube.com/watch?v=4mxvy_usWz8

Common misconcepHons in markeHng

Email is CHEAP

Direct mail is

EXPENSIVE

Cost per order € 78

Cost per order € 98 Smaller apparent risk

Higher apparent risk

Testing Which last step call to acFon (CTA) buHon is more effecFve?

Get my thing Get your thing

Wins 9 out of 10 Fmes

Constant experimentation helps innovation evolve.

Reserve 10-15% of budget & time for experimentation and

testing

Experiments can lead to unexpected positive results

Explore different ways

What really decides consumers to buy or not to buy is the content of your adverFsing, not its form.

David Ogilvy Avoid gegng filtered out:

Content must be relevant to the individual engaging with the content – whether marke@ng content or offer driven content

The Power of Paper

MulF-‐channel really is mulF-‐channel. Across the board 25% of consumers prefer paper over digital in criFcal stages of the buying cycle


Is content really king?

Or is context?

What is wrong here?

What’s wrong?


3 big C’s Context, Connectivity, Content

CONNECTIVITY

Desktop Phone Tablet TV

CONTEXT CONTENT

Watching Monday night football and has his phone

Awareness TV Spot and Twitter Sponsored Tweet Ad

As a high LTV prospect, loaded into Fb custom audience list Awareness messaging via newsfeed

DR remarketing mobile display ad with customized offer for Term Life

Life Insurance Key Word Re-Marketing Pool

Visits site 2 days later on his iPad, recognized as same user

Customized, responsive offer landing page: Online quote

Searches for branded generic keyword; Attitudinal Segment A YouTube video on how to buy Life Insurance

High-LTV, incomplete quoter re-marketing pool Personalized offer email

Personalized site landing page with offer Segment A

Perhaps content isn’t King ajer all? Perhaps context is !


Automation for real people.

Develop your vision

Automation frees up time…

… and smartens up your communicaHon

The vision for marketers? > AnHcipate customer needs > Provide Hmely service > DifferenHate communicaHon > Personalize communicaHon > Understand preferences > Manage the permission


Your process toward beOer markeHng involves constant experimentaHon and

understanding what customers really want, where they want it,

what their pain points are and which stories (content) will generate an

emoHonal connect. AnHcipaHng audience need is a big winner.

What would you do?

Dank je wel Talk to me [email protected]

www.michaelleander.me www.markedu.com


Stand out! Be unique

Unique approach

Tips related to OTS • Where do you seed first; paid or earned/owned? •  So[ and hard selling phases; build up gradually • Anything @me sensi@ve usually performs beKer

Long vs. short

Think about how, where and when people interact with your message

emerce engage 2015 - tips to improve customer experience & marketing efficiency - michael...

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