discover the future of marketing
Post on 24-Jun-2015
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ON-DEMAND ENGAGEMENT
DAVID EDELMAN Global Co-leader, Digital Marketing & Sales Practice @DavidEdelman
It’s about their journey
Diane taps her friend’s headphones, embedded with NFC technology.
The tap leads Diane to Listen Ups’ mobile website.
She checks out the color options and posts to Facebook.
An alert prompt is sent to Diane’s phone.
Looks like pink was the big winner.
She buys the pink ones and receives a free month of Pandora.
Headphones are delivered the next day.
She posts a real picture of her new headphones. Her friends love them.
If her friends buy headphones she gets another free month of Pandora.
Diane gets an email offering a discount at a local club.
Self-realization is a
DEMAND
are on the way to create
AN ON-DEMAND
WORLD
MORE BUILDING BLOCKS
EYE TRACKING
NFC MOTION SENSING
BIOMETRICS
The Customer Decision Journey
IN AN ON-DEMAND WORLD
DEFINES YOUR BRAND
The Customer Decision Journey
Delivery
3
Design Data
2 1
IT’S TIME TO GET DELIBERATE
THREE LEVELS
OF DEPTH DATA
TRENDS
THREE LEVELS
OF DEPTH DATA
TRENDS
PERFORMANCE
THREE LEVELS
OF DEPTH DATA
TRENDS
PERFORMANCE
PEOPLE
NetBase
What type of data do you gather?
How
do y
ou g
ath
er
data
?
Passively
track
Actively
stimulate
WHAT ARE
THEY SAYING?
DATA TRENDS
WHAT ARE
THEY DOING?
Spend
Incre
menta
l cust
om
er
acquis
itio
ns
DATA PERFORMANCE
New
techniques
converge
media mix
modeling and
attribution
DATA PERFORMANCE
PEOPLE understand her complete context
WHERE IS SHE?
WHO IS SHE?
WHERE IN JOURNEY?
DATA
OCCASION Cheryl is doing last minute Christmas shopping
CONSIDERS She is hoping to find a gift for her mom quickly so that she can meet up with her friends.
EVALUATES The associate helps her to select a Bluetooth headset. It’s the perfect gift for her mom, who has a long commute to work. But it costs more thank she wanted to spend. Pandora pitch from Associate.
BUYS She purchases and checks-out on the associates iPad. She provides her email address in order to receive the free one month subscription to online radio.
BONDS She gets an email from brand with a video about how to use the Bluetooth headset. She emails it to her mom so she won't have to help her mom set it up.
COMMITS Brand sees her mom’s blog post and shares it on their Facebook page; A month later when her online radio subscription is about to expire she is notified by brand and is offered a free year's subscription with her next purchase.
ADVOCATES Her mom easily sets up the Bluetooth headset on her own. Cheryl's mom is a blogger on Babble and writes about her great experience with the brand.
DESIGN RICH USE CASES drive requirements
DESIGN FEEDBACK, FEEDBACK! buzz and behavior
Customer intelligence – triggers for immediate response
Campaign and program planning -- budget flexibility
Content supply chain – “digital first”, modular production factory
Performance tracking – massively scaled test and learn
DELIVERY SMART, ITERATIVE,
CROSS-CHANNEL
& REAL TIME
CONSUMER PACKAGED GOODS:
Global digital analytics
E-commerce acct. management
CRM team
Agency reshuffle
EMBRACE NEW
STRUCTURES DELIVERY
BANK:
Elevated CMO, closer to CIO/ CFO/ COO
Cross-BU executive steering committee
Digital marketing ctr. of excellence
Mobile/Social executives
EMBRACE NEW
STRUCTURES DELIVERY
MARKETING OR
ENGAGEMENT?
THE BIG QUESTION is this
ON-DEMAND ENGAGEMENT Shape it or chase it
Are you designing use cases to lead their demands -- Now, Let Me, For Me, Simply?
1
How explicit is your end-to-end data strategy across trends, performance, and people?
2
Are your processes distilling that “big data” so your front line delivers a personally-optimizing experience?
3
Will your Customer’s Decision Journey bring out the best of your brand and drive your growth?
4
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