how to survive the future of marketing - keynote at rodirect
DESCRIPTION
Michael Leander's keynote at the RODIRECT 2011 Direct Marketing Conference in Bucharest. http://www.michaelleander.meTRANSCRIPT
7 things you need to know to survive the future
Michael Leander 02-11-11
More information here www.michaelleander.com | www.michaelleander.me
See pictures from RODIRECT 11 here
How to help others – understand where they are and then take it from there
Your target prospect is exposed to
6000 advertising messages every
single day
The average time spent on a task before being distracted or switching
to another is only
3 minutes 11 seconds.
People are beng overwhelmed by 100,000 words and
34g of information daily
Short attention span, loads of intrusion - how do you cut through the clutter?
Brain filter
Do I know you? Do I need you? Can I trust you?
Fact 1: Direct mail is still highly efficient and plays on senses that digital cannot
Fact 2: Email marketing is growing, but becoming increasingly difficult to handle
Fact 3: Gaining traction in social media is not what most people think it would be
13
Valeria – 12 years old Anne-Grethe – 64 years old
Less traditional
TV
Less print
More digital
Oooopps .. A lot more channels (not strategies)
Old channels do not disappear
Hello multi channel marketer
Break down the terribly inefficient silo thinking
Watch the video here
Transparency
Relevancy
Significant changes
8 second rule
Customer intimacy
Multichannel mix
What business are marketers in?
VS.
Romy Ruth
ROT = Return on Time
Experience matters more and more
Watch the video here
Survey: Does Companies Provide an Excellent Customer experience?
Measure the experience LIVE
Did you get a better service than expected? Se
rvic
e ex
per
ien
ce o
n a
sca
le o
f 0
to
10
0, w
her
e 1
00
is b
est
Check TeleFaction here
(c) Michael Leander Nielsen, 2009
34
Listen to your audience Starbuck got 90.000 + ideas ..
www.socialmention.com
Listen and alerts - Setup alerts for your brand names / company name etc - Take notice of your sentiment - Interact with ”talkers” - Beware of what people see when using services such as social mention - This is LIVE, 24/7
Listening to the conversation on Twitter (or other social networks)
• I wrote: Free internet at London City Airport. More power to you - that's the way to do it. (and it's a sponsored model too, smart :-)
• They replied
• LondonCityAir @michaelleander Thank you! Enjoy your trip. Wednesday, 25 November 2009, 9:57 am - Reply - View Tweet - Retweet - Direct Message
(c) Michael Leander Nielsen, 2009
36
What is your customer vision?
Customer Expectations When are the customer in touch with us and why? Which expectations do they have and how do we live up to them? How do we communicate with the customers? What impact does customer satisfaction have on revenue and profit?
Customer Value Which customers have which value?
How do we measure it? Which customers will we attract, retain
or develop? Which service will we provide the
defined segments?
Knowledge of Customers How do we collect knowledge of our customers In which touch points? How do we use this knowledge? How can we enrich and increase our own knowledge
Customer Experience How do we ensure that customers get the same experience across all touch points? On which level must the experience be consistent across all channels?
Balanced effort How do we balance our efforts in relation to the customers value? What effect does that have in our activities? How far will we go? How do we focus on loyalty, retention and cross sales?
Integration How do we share knowledge of our customers? How do we plan and implement customer activities across the company? How close do we want to integrate ourselves with customers and partners?
Customer
Knowledge
Customer Value
Customer Expectation
Balanced effort
Integration
Customer Experience
(c) Michael Leander Nielsen, 2008
39
What will make your audience talk about you?
Beware of your reputation Reputation is “the result of what you do, what you say, and what other people say about you”
Manage Expectations
Check the movie here
ACTIONS -> your to do list
Create a customer vision - What do you want to be for your customers in
each channel? - Define your ideal customer - Define buying processes and align your sales and marketing processes - Match prospects with ideal customer target - Whom is your web presence for?
- LTV analysis - RFM analysis
Exclusivity & uniqueness is smart
... I so agree !
Can you keep a secret?
An unconventional approach can work too
The conversion funnel for all your activities
Really new ways: Will this influence? http://archive.perhansson.com/nokia/greatpockets/
What do you want to achieve?
51
Attract 20.000 newsletter subscribers
Get 50000 people to talk about my product
Customer fan club
Sell for € 1 mill by Friday
Have 100.000 ppl. watch my video
• Failure is a big part of your success !
• Experiment with different concepts
• Test, test, test
• Be prepared to explore new, surprising ways to become successful
• Create a corporate / agency culture for testing
Can you guess the CTR (response) winner for these email marketing campaigns? A ? B ? C ?
A B C 26,22% 5,00% 10,32%
z
Understand thy audience
The goal for any marketer in 1997, 2012?
A Relevant offer
Right timing
Effective channel
Target
B C D
Nov 02
56
Personalized with title and name Targeted relevant offer
Image and copy based on life stage
Customer lifecycle marketing automation Differentiated approach addresses different needs
1Pre Sale
2Sale
3 Past Sale
Pre Departure
4Departure
5 Arrival 1.
destination
6 Travel &
experience
7 Comming
home
8 Evaluation
& Reliving
9 Next
Pre Sale
Profiling and knowledge of where the customer is in the ”wheel” opens up for a coordinated and relevant dialogue before sale,
during and after
Transactional Behavioral Targeted
Example Travel
SMS/Email
Insurance Car rental
Excursions Car rental
Recommend to friends
What really matters ?
Unique, passionate, emotional, authentic, focused,
interactive, meaningful…
Michael Leander is an international marketing speaker. He has spoken in 35+ countries and at countless webinars.. Find him here http://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com Email: [email protected]
Learn more about this topic