It’s a well-known fact that engaged customers are loyal customers. From personalization to automation, through integration, reporting, and re-targeting, every marketer’s checklist is focused on accessing the right people at the right time and keeping them engaged. So why are we all so bad at it? Bestselling author and marketing guru Dave Chaffey has co-authored our 2018 Improving Engagement report in collaboration with Smart Insights, in which he uncovers the challenges faced by marketers seeking to increase sales through lifecycle engagement. The results make interesting reading: achieving engagement seems to be a struggle across the board, and only 11% of respondents considered their engagement strategy to be a successful one. Join Dave as he presents a practical, interactive webinar, launching his findings on the state of customer engagement and offering clear, accessible steps to help ensure 2018 is the year you transform your customer journey.

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Improving Engagement 2018
15 questions to assess your readiness
Webinar with Adestra, October 2017
@DaveChaffey, co-founder of digital marketing advice site SmartInsights.com
www.slideshare.net/Smart-Insights

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Co-founder and Editor of
SmartInsights.com - a marketing
advice community with > 1/2
million uniques/quarter.
Premium members in over 100
countries use our planning
guides, templates and online
courses to Plan, Manage and
Optimise their digital marketing.
We also offer consulting and
training for members.
Specialist Digital Marketing consultant, trainer and author since ‘97
Free Basic
membership
About Dave Chaffey

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Customer lifecycle touchpoint review - AFTER

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Customer lifecycle touchpoint review - BEFORE

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Poll question
Q. Do you have a single person reponsible for
multichannel customer engagement and/or
customer experience?
• A. Yes – Single defined person
• B. Yes - Shared responsibility
• C. No clear responsibility

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What exactly is ‘engagement’?

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Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates

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Example of Optimised approach
Elisabeth Forsup –
Group Head of CRM
MyOptique
View example

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Use the right techniques to improve engagement

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Example B2B persona used by Smart Insights on consulting projects. Available for download from our Persona research guide also available from the Digital Experience Management toolkit. Includes blank Excel
template for creating your personas This approach combines Personas and customer journey mapping to help operationalise personas by relating to search behaviour, content, tools on site.
Operationalise your personas

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Recommendation: work towards a SCV with DMPs and CDPs

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Recommendation
• Use a “Tag Management System…”
• Google Tag Manager
• Brighttag
• Tealium
• Ensighten
• Adobe Dynamic Tag Manager

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Recommendation: Create and implement a full lifecycle engagement plan

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The 25 key lifecycle marketing activities every
business needs to optimise
Free skills review : smartinsights.com/personalized-learning-plan/

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Recommendation
Map your customer
lifecycle touchpoints
and Optimise
:Halfords case study

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0
10
20
30
40
50
0-5 5-10 10-15 15-20 20-25 25-30 30-45 45-60 60-120
ConversionRate(%)
Time to call after abandonment (minutes)
Remember that Real-time customer
response is still critical in many markets
Normal
starting
point
SMS Conversion Rates
Email Conversion Rates
Source: Optilead

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Poll question
Q. How many segments do you use to target with email:
• A. None – Everyone receives the same message
• B. 2 to 5 - typically by demographics, markets or locations
• C. 5 to 25 – by more complex criteria
• D. More than 25 segments

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Targeting techniques used

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Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme
Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories, etc (max.1 email per week for each programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature Email Sent wk. 2 each month to all contacts
Offers and Deals Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Targeting – an example of best practices, using
a layered targeting approach
Source: Harriet Mitchell Smart Insights Digital Impact conference

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Hero banner
Customised content: (Customer Profile)
• EDE (Electronic Design Engineers)
• Non-EDE (Electronic Design Engineers)
• Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lifecycle)
• Nursery
• Development
• Acquisition
BEH Module
Customised content: (Behavioural data)
• Abandoned Baskets
• Browsed Not Bought
• Propensity to Buy (A recommendations model)
• Top Sellers
Local Module
Product modules can vary in number and format.
Maximum of 8 modules per email.
Product Modules
Optional modules for any local activity/information.

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Interactive email experiences

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Source: 15 applications of AI
Are you reviewing AI opportunities?

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Subject line testing

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Mobile engagement via chatbots

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But, remember that…
“Tools won’t get you far
without
Plans, People, Processes and KPIs
to customise and optimise your
customer experience”

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Recommendation: Develop KPIs for LONG-term engagement

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Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey
www.slideshare.net/Smart-Insights

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Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey
www.slideshare.net/Smart-Insights