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?