using data and content to find the ideal customer
DESCRIPTION
This slide deck is from our May 15th webinar hosted by Gary Galvin of Galvin Technologies and Andy Clark of Right On Interactive. It's ideal for companies large or small, B2B or B2C, or those interested in best practices or in need of a solution today. Gary and Andy discussed how data can be captured and utilized to create highly personalized and targeted content – ultimately building the path to customer lifecycle marketing.TRANSCRIPT
AGENDA Challenges facing marketers today Smart solutions Finding your ideal customer The intersection of data & contento Data & Technologyo Systemso Lifecycle Marketing Automationo Engaging Content
Summary Questions
CHALLENGES
Consumers have changedo Access to more content than ever beforeo Access to other consumerso Economy
We are looking at the wrong data
YESTERDAY vs. TODAY
DATA INSIGHT IMPACT
Knowing what data to gather
Quality of your content and what problems your customers are searching for
Knowing how to go from data insight impact
Big Data is the new natural
resource
SMART SOLUTIONS: BIG DATA
Big Data separates the winners from the losers.
FIND THE IDEAL CUSTOMER
Every brand has multiple interaction points that help create the customer experience.
THE CUSTOMER EXPERIENCE
DATA + CONTENT
Attracting customers + Big Data Knowing what content to write/produce
o Social mediao Bloggingo Video and YouTubeo Infographics
DATA + CONTENT
Data & Technology / CRM Converting Databases (i.e., Salesforce.com) Personalization
DATA + CONTENT
Systems SiteCore or Kentico Salesforce.com Right On Interactive
DATA + CONTENT
Lifecycle Marketing Automation “Use this, then use that” Use big data to create
automated triggers based on user behavior.
Develop specific follow-up actions prompted by customer behavior.
Source: The Mozy Blog. By James O’Brien. http://mozy.com/blog/small-business-tips/business-marketing-and-big-data-5-key-tips-for-bringing-them-together/
DATA + CONTENT
Engaging Content It’s so easy to hit “delete” Are your customers and
prospective customers interacting with your brand?
Source: Hubspot. Marta Kagan. http://blog.hubspot.com/blog/tabid/6307/bid/11414/12-Mind-Blowing-Statistics-Every-Marketer-Should-Know.aspx
IN SUMMARY…
DATA INSIGHT IMPACT
1. Identify ideal customer2. Relevant content3. Embrace technology
QUESTIONS?
Gary GalvinPresident, Galvin [email protected]
@gary_galvin
Andy ClarkVP, Business Development, Right On [email protected]
@clarkao