how to survive the future of marketing - keynote at rodirect

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7 things you need to know to survive the future Michael Leander 02-11-11 More information here www.michaelleander.com | www.michaelleander.me

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Michael Leander's keynote at the RODIRECT 2011 Direct Marketing Conference in Bucharest. http://www.michaelleander.me

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Page 1: How to survive the future of marketing - Keynote at RODIRECT

7 things you need to know to survive the future

Michael Leander 02-11-11

More information here www.michaelleander.com | www.michaelleander.me

Page 3: How to survive the future of marketing - Keynote at RODIRECT
Page 4: How to survive the future of marketing - Keynote at RODIRECT
Page 5: How to survive the future of marketing - Keynote at RODIRECT

How to help others – understand where they are and then take it from there

Page 7: How to survive the future of marketing - Keynote at RODIRECT

Your target prospect is exposed to

6000 advertising messages every

single day

Page 8: How to survive the future of marketing - Keynote at RODIRECT

The average time spent on a task before being distracted or switching

to another is only

3 minutes 11 seconds.

Page 9: How to survive the future of marketing - Keynote at RODIRECT

People are beng overwhelmed by 100,000 words and

34g of information daily

Page 10: How to survive the future of marketing - Keynote at RODIRECT

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?

Page 11: How to survive the future of marketing - Keynote at RODIRECT
Page 12: How to survive the future of marketing - Keynote at RODIRECT

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

Page 13: How to survive the future of marketing - Keynote at RODIRECT

13

Valeria – 12 years old Anne-Grethe – 64 years old

Page 14: How to survive the future of marketing - Keynote at RODIRECT
Page 15: How to survive the future of marketing - Keynote at RODIRECT

Less traditional

TV

Less print

More digital

Oooopps .. A lot more channels (not strategies)

Old channels do not disappear

Hello multi channel marketer

Page 16: How to survive the future of marketing - Keynote at RODIRECT
Page 17: How to survive the future of marketing - Keynote at RODIRECT

Break down the terribly inefficient silo thinking

Page 18: How to survive the future of marketing - Keynote at RODIRECT
Page 19: How to survive the future of marketing - Keynote at RODIRECT
Page 21: How to survive the future of marketing - Keynote at RODIRECT

Transparency

Relevancy

Significant changes

8 second rule

Customer intimacy

Multichannel mix

Page 22: How to survive the future of marketing - Keynote at RODIRECT

What business are marketers in?

Page 23: How to survive the future of marketing - Keynote at RODIRECT
Page 24: How to survive the future of marketing - Keynote at RODIRECT
Page 25: How to survive the future of marketing - Keynote at RODIRECT

VS.

Romy Ruth

ROT = Return on Time

Page 26: How to survive the future of marketing - Keynote at RODIRECT
Page 27: How to survive the future of marketing - Keynote at RODIRECT
Page 28: How to survive the future of marketing - Keynote at RODIRECT
Page 29: How to survive the future of marketing - Keynote at RODIRECT
Page 30: How to survive the future of marketing - Keynote at RODIRECT

Experience matters more and more

Page 32: How to survive the future of marketing - Keynote at RODIRECT

Survey: Does Companies Provide an Excellent Customer experience?

Page 33: How to survive the future of marketing - Keynote at RODIRECT

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

Page 34: How to survive the future of marketing - Keynote at RODIRECT

(c) Michael Leander Nielsen, 2009

34

Listen to your audience Starbuck got 90.000 + ideas ..

Page 35: How to survive the future of marketing - Keynote at RODIRECT

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

Page 37: How to survive the future of marketing - Keynote at RODIRECT

What is your customer vision?

Page 38: How to survive the future of marketing - Keynote at RODIRECT

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

Page 39: How to survive the future of marketing - Keynote at RODIRECT

(c) Michael Leander Nielsen, 2008

39

What will make your audience talk about you?

Page 40: How to survive the future of marketing - Keynote at RODIRECT

Beware of your reputation Reputation is “the result of what you do, what you say, and what other people say about you”

Page 41: How to survive the future of marketing - Keynote at RODIRECT

Manage Expectations

Page 43: How to survive the future of marketing - Keynote at RODIRECT

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

Page 44: How to survive the future of marketing - Keynote at RODIRECT
Page 45: How to survive the future of marketing - Keynote at RODIRECT

Exclusivity & uniqueness is smart

... I so agree !

Page 46: How to survive the future of marketing - Keynote at RODIRECT

Can you keep a secret?

Page 47: How to survive the future of marketing - Keynote at RODIRECT

An unconventional approach can work too

Page 48: How to survive the future of marketing - Keynote at RODIRECT

The conversion funnel for all your activities

Page 49: How to survive the future of marketing - Keynote at RODIRECT

Really new ways: Will this influence? http://archive.perhansson.com/nokia/greatpockets/

Page 50: How to survive the future of marketing - Keynote at RODIRECT
Page 51: How to survive the future of marketing - Keynote at RODIRECT

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

Page 52: How to survive the future of marketing - Keynote at RODIRECT

• 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

Page 53: How to survive the future of marketing - Keynote at RODIRECT

Can you guess the CTR (response) winner for these email marketing campaigns? A ? B ? C ?

A B C 26,22% 5,00% 10,32%

Page 54: How to survive the future of marketing - Keynote at RODIRECT

z

Understand thy audience

Page 55: How to survive the future of marketing - Keynote at RODIRECT
Page 56: How to survive the future of marketing - Keynote at RODIRECT

The goal for any marketer in 1997, 2012?

A Relevant offer

Right timing

Effective channel

Target

B C D

Nov 02

56

Page 57: How to survive the future of marketing - Keynote at RODIRECT

Personalized with title and name Targeted relevant offer

Image and copy based on life stage

Page 58: How to survive the future of marketing - Keynote at RODIRECT

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

Page 59: How to survive the future of marketing - Keynote at RODIRECT
Page 60: How to survive the future of marketing - Keynote at RODIRECT

What really matters ?

Page 61: How to survive the future of marketing - Keynote at RODIRECT

Unique, passionate, emotional, authentic, focused,

interactive, meaningful…

Page 62: How to survive the future of marketing - Keynote at RODIRECT

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]

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