the new marketing stack: necessary tools from content marketing to marketing automation
TRANSCRIPT
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The new marketing stackNecessary tools, from content marketing to marketing automation.
Scott LiewehrCEO, Digital Clarity Group
@sliewehr
@sliewehr • #intelcontent
The New Marketing Stack
The bar is higher than ever
Empowered consumers
The Impersonal Age
“A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…”
Customer Experience
The failure of a single interaction threatens a customer’s entire perception of a brand.
Who cares?
of consumers say they have switched business to a competitor due to poor customer experience
89%
of consumers say they will pay a premium for a great customer
experience
86%
customer
Of companies with “CX” initiatives: 2.3% have improved 69.2% remain the same 28.5% have gotten WORSE
Source: Forrester’s CX Index of 299 brands between Q1 and Q3 2015
@sliewehr | #NASSCOM_ILF
Overwhelming Over-automating Over-marketing (actually, you’re just too good!)
1. Overwhelming: Sometimes you come on just a little too strong.
NEWSFLASH: Your customers don’t want to engage with you…
…but they may want to buy from you
…and they will quickly disengage.
2. Over-automating:Automation isn’t always
a good thing
Automation: an Industrial Age concept
Agility, anyone?
With the right touch, here’s where automation can work…
Social Media Marketing
Proceed with caution
UNFOLLO
W
Listening Promoting Publishing Engaging Measuring
Have at itCautionSometimesAbsolutely notGo for it
Lead Nurturing
CRM and Email Management
CRM
Email: Where things start to get a little hairy
Email marketing
Content Marketing
Content curation
Planning
Talent finders
Natural Language Processing
Content Management
Marketing AutomationAugmentation
Analytics & Optimizers
3. Over-marketing:Yes, you’re just too
good sometimes
Source: James Chowning Davies’ “Toward a Theory of Revolution”, American Sociological Review, February 1962
J-Curve theory of revolution
Customer’s Perceived Experience – Customer’s Expected Experience
[the change in] Customer Satisfaction
We must evangelize internally
Time
Cus
tom
er E
xper
ienc
e Q
ualit
y
Improve today’sexperience
Transform theorganization
Sustain culturalchange
Customer-focused transformation
Avoid the fate of a Catfish
Catfish: Someone who pretends to be someone they’re not – using Facebook or other social media to create false identities.
- Urban Dictionary
The day of reckoning is coming
Get your processes in line (don’t overwhelm)
Get your tools in line (don’t over-automate)
Get your organization in line (so that you don’t over-market)
So…
@TwitterHandle • #intelcontent
Scott LiewehrCEODigital Clarity Group
@sliewehr • #intelcontent