experience marketing · it needs to be re-unified, to really know your customers crm social media...
TRANSCRIPT
Experience
Marketing Or how to attract and keep customers for life
Mark Floisand
VP Product Marketing
Sitecore Corporation
What is Experience Marketing?
Experience marketing is a marketing strategy that directly
engages consumers and invites and encourages consumers
to participate in the evolution of a brand…
Consumer engagement is the ultimate point in which a brand
and a consumer connect in order to offer a true experience
related to the brand's core values. It is a long term
connection that must be enhanced over time.
Source: Wikipedia 2015
Commodity
2-3 cents / cup
Goods
5-25 cents / cup
Service
$1.50-2.00 / cup
Experience
$4 - 8 / cup
“The Customer
experience is the
totality of a
customer's
interactions with
a company or
brand.”
Source: Digital Clarity Group 2014
By 2016, 89% of
companies
believe that
customer
experience will
be their primary
basis for
competition.
Source: Gartner Research Predicts
2015: Digital Marketers Will
Monetize Disruptive Forces
Growth is #1 Strategic Business priority
Gartner CEO
Study shows
Growth is 3X more
important than
cost management
Marketing
Complexity is
holding your
teams back
Only 7% of
customers’
expectations
are surpassed
Source: 2015 CMS Wire
Source: CMS Wire 2015
The brands able to provide
the best experiences will prevail.
Experience makes or
breaks a brand.
Marketing technology prioritization shows investment in
end-to-end digital customer experiences
Source: Gartner CEO Survey 2014
Know every Customer Collect Every Experience
First Name
Last Name
Address
City
Zip
Age
Gender
Mobile #
Bargain hunter
Likes orange
Compares options
Facebook user
Prefers Bing
Movie-goer
No kids
Loves New York
Mobile type
Interested in
China
Explicit Implicit
Info Info
Apps
Problem: Customer data is spread
all across your organization
CRM Social
Media
Customer
Service Website
POS
Apps
It needs to be re-unified, to really
know your customers
CRM Social
Media
Customer
Service Website
POS
Apps
Deploy an Experience Database to
collect and connect all visitor data
CRM Social
Media
Customer
Service Website
POS xDB
Ensure you have a single view of your customer
Shape Every Experience
Create and target dynamic segments
Simulate personalizations to avoid risk
Deliver personalized, automated messaging
Optimize Every Experience
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Optimize everything, across every touchpoint
Test everything that goes out to customers
Analyze Every Experience
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Analyze what’s working, with whom,
and where
Plot the journey around the marketing cycle Across each person’s personal timeline
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Awareness: Needs, Solutions, Brands
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Zero
Indifference
Buy
Indifference
Primary channels
• Traditional media: TV, radio, cinema
• Outdoor
• Organic search / advertising
• 3rd party websites
• Social channels
• Word of mouth
Subject matter
• Holiday ideas
• Mini-breaks
• Seasonal destinations
• Conferences
• Destinations
Consideration
Purchase Honeymoon
Indifference
Boredom Awareness
Consideration: Weighing up options
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Zero
Indifference
Buy
Indifference
Awareness
Purchase Honeymoon
Indifference
Boredom
Primary channels
• Hotel websites
• Crowd-sourced review sites
• Booking sites
• Social media feedback
Activities
• Browsing destinations
• Looking at hotel rooms
• Reading 3rd party reviews
Subject Matter
• Personal preferences
• 3rd party validation
• (Consumer Reports, TripAdvisor)
• Hotel reputation
• Customer service
• Facilities
Consideration
Purchase: Decision Time
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Zero
Indifference
Buy
Indifference
Awareness
Consideration
Purchase Honeymoon
Indifference
Boredom
Primary channels
• Hotel websites
• Booking agency sites
• Airline sites
• eCommerce sites
Activities
• Making reservations
• Paying up
Subject Matter
• Special offers
• Upgrades
• Activities during stay
• Rewards & awards
Honeymoon: How long can it last?
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Zero
Indifference
Buy
Indifference
Awareness
Consideration
Purchase
Indifference
Boredom
Primary channels
• Members/club sites
• Awards sites
Activities
• Planning
• Packing
• Travel
Subject Matter
• Welcome packs
• Planning tips
• Reminders, countdowns
• Offers for stay duration
• Daily newsletters
• Daily activities, summaries,
attainments
Honeymoon
Indifference: Once it’s all worn off
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Zero
Indifference
Buy
Indifference
Awareness
Consideration
Purchase Honeymoon
Boredom
Primary channels
• Social sites
• Members/club sites
Activities
• Remembering
• Recollecting
Subject Matter
• Follow-ups, surveys
• Photo albums
• Highlights
• Hotel/resort updates
• Other guest news
• New amenities
Indifference
Boredom: Ready to start looking around…
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Zero
Indifference
Buy
Indifference
Awareness
Consideration
Purchase Honeymoon
Indifference
Primary channels
• Triggered email
• Social sites
• Membership/award sites
Activities
• Prompting, pre-empting
• Nurturing into next cycle
Subject Matter
• New rooms, facilities
• Seasonal promotion
• Favored/prior guest offers
• Invitation to early access
• Reminders of time since last there
Boredom
Do this for each and every Individual’s experiences
Use technology to automate the delivery of these unique experiences
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There are a
variety of
Experience
Marketing
tools now
available to
your teams
Assess what your digital maturity is today
Invest in an Experience Platform
Integrate with business systems or other sources.
Collect and Connect actionable customer data.
Analyze, get insight, make decisions and automate.
Manage content, information and assets.
Personalize messaging across all channels.
Sitecore Helping you attract and keep customers for life
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