From Acquisition to Advocate - Taking the Customer Lifecycle Digital

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The document discusses strategies for taking the customer lifecycle digital from awareness to advocacy. It outlines tactics for each stage (awareness, consideration, interaction, loyalty, advocacy) across different digital channels like local, mobile, social, search/media. For each stage and channel, it provides 2-3 examples of tactics like geo-targeted ads, mobile apps, social contests, reviews. The overall goal is to engage and retain customers at each stage of the lifecycle through an integrated digital strategy.

Technologie

From Acquisition to Advocacy :: Taking the Customer Lifecycle Digital Greg Chapman President, Sitewire SMAZ 2010

Companies that reported new customer acquisition was top strategic objective for 2010 91%

GAIN SHARE GAIN FAVOR GAIN STATUS ADVOCACY LOYALTY INTERACTION CONSIDERATION AWARENESS

Television 31% ($70,432) Print 23% ($52,256) Digital 15% ($34,080) Newspaper 13% ($29,536) Out of Home/Other 10% ($22,720) Radio 8% ($18,176)

Source: Forrester US Interactive Marketing Forecast,2009 To 2014 July 2009

Geo-targeted search/ads (FB, CitySearch, Yelp)

Dynamically-localized display ads (based on IP-sniffing)

Local reviews (Yelp, Local.com, Urbanspoon, Craigslist)

IP-sniffing to dynamically localize experience (text, content, city-names)

Meet-ups, Tweet-ups, online-offline social groups

Geo-specific social presence,[object Object]

Foursquare posts out to other channels (sharing)

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From Acquisition to Advocate - Taking the Customer Lifecycle Digital

1. From Acquisition to Advocacy :: Taking the Customer Lifecycle Digital Greg Chapman President, Sitewire SMAZ 2010

2. Companies that reported new customer acquisition was top strategic objective for 2010 91%

3. GAIN SHARE GAIN FAVOR GAIN STATUS ADVOCACY LOYALTY INTERACTION CONSIDERATION AWARENESS

4. :: Authority and expertise :: Influence the influencers :: Reach :: Frequency :: Push vs. Dialogue :: Positive brand feeling :: Turn favor

5. Television 31% ($70,432) Print 23% ($52,256) Digital 15% ($34,080) Newspaper 13% ($29,536) Out of Home/Other 10% ($22,720) Radio 8% ($18,176)

6. Source: Forrester US Interactive Marketing Forecast,2009 To 2014 July 2009

7. Local Mobile Social Search

9. Geo-targeted search/ads (FB, CitySearch, Yelp)

10. Dynamically-localized display ads (based on IP-sniffing)

11. Geo-modifiers for search

12. Google Places, Yahoo Local, Bing Local

13. Maps

14.

15. Localized content & imagery

16. Google Places, Yahoo Local, Bing Local

17. Local reviews (Yelp, Local.com, Urbanspoon, Craigslist)

18. Online directories

19. IP-sniffing to dynamically localize experience (text, content, city-names)

20.

21. Localized phone #’s with call tracking

22. Online Chat

23. Meet-ups, Tweet-ups, online-offline social groups

24. Geo-specific forums

25. Web-to-Store Pick-up

26. Delivery

27. Groupon/Open Table

28.

29. VIP cards/Loyalty cards

30. Email campaigns

31. Local classifieds (Wal-mart Oodle)

32. Groupon

33.

34. Facebook posts about great experiences

35. Tweets

36. Videos

37. Foursquare posts out to other channels (sharing)

38.

39. Geo-targeted search ads for mobile

40. Localized landing pages

41. LBS platforms

42. Call-to-action on traditional media

43.

44. Digital Collateral

45.

46. Social tools on mobile pages/apps

47. 3rd party APIs

48.

49. Mobile rewards

50.

51. Friend Fans a page

52. Friend Likes content

53. Informational Tweets

54. Foursquare, Yelp, LBS location cleanup

55.

56. Friend referrals

57. Friend Likes/Shares

58.

59. Engaging content – questions, polls

60. Monitoring, response

61. Twitter customer service

62. Yelp responses to feedback

63.

64. Responding to feedback

65. Rewards and loyalty offers

66. Foursquare Mayor rewards

67. Yelp Frequent shopper

68. Twitter offers

69.

70. Share on your FB page

71. End user blogs about experience

72. Cultivating UGC

73.

74. Behavioral

75. Demographic

76. Content

77. Rich Media / Video

78.

79. Alltop

80.

81.

82. Keyword Optimization

83.

84.

85.

86. Search & Media :: Advocacy

87.

88.

89.

90.

91.

92.

93. User Reviews and Ratings

94.

95.

96.

97.

98. View Our Catalog

99.

100. #MobileFail

101.

102.

103.

104.

105. Thank you sitewire.com @sitewireagency facebook.com/sitewire youtube.com/sitewire gchapman@sitewire.com @evo_terra @jmoriarty @sean_bartlett @AndrewBagley @Gregory_Chapman Must Follow