inbound marketing summit - driving digital loyalty - donna pahel
DESCRIPTION
Whether we like it or not, customers and prospects hold the power to make or break your brand. The real challenge for marketers today is driving loyalty through superior online experiences, across the digital marketing ecosystem.TRANSCRIPT
loy·al·ty (loil-t)n. pl. loy·al·ties1. The state or quality of being loyal. See Synonyms at fidelity.
2. A feeling or attitude of devoted attachment and affection.
Source: The American Heritage® Dictionary of the English Language, Fourth Edition copyright ©2000 by Houghton Mifflin Company. Updated in 2009. Published by Houghton Mifflin Company. All rights reserved.
Formulation
Pre-commerce
Commerce
Post-commerce
Consider• Self-identified need• Provoked need
Evaluate• Value proposition• Self actualization
Transact• Self actualization realized• Validation
Express• Experience evaluation• Product/service performance• Amplification: Advocacy
and Loyalty
Consider your brand’s challenges & opportunities along the continuous path of the connected consumer
Brand Loyalty DNA™
© 2014 EPiServer Inc.
Formulation
Pre-commerce
Commerce
Post-commerce
Consider• Self-identified need• Provoked need
Evaluate• Value proposition• Self actualization
Transact• Self actualization realized• Validation
Express• Experience evaluation• Product/service performance• Advocacy and Loyalty
Consider your brand’s challenges & opportunities along the continuous path of the connected consumer
Brand Loyalty DNA™
First impressions – how do I know you?
Who are youand why do I care?
Contextual content that connects to my personalized needs
Resources, tools – reward me along the way – badges, personalized rewards and offers
Help amplify my voice and acheivment, and reward me
Help me, and guide me – acknowledge and reward along the way
© 2014 EPiServer Inc.
Hear me and embrace the good, the bad and the ugly