Marketing spends can be efficiently used when you know your customers well Map each of your customers’ touch points and create their digital identities Utilize the digital identity optimally and communicate a consistent message across multi channels by using automated work flows

1. Customers
How well
do you
Know your

2. Are they just a face in the crowd?

3. Or do you have their digital identity?
Do you know their Last Name?their last 10 purchases?their next purchase?what they like?what they are tweeting right now?on what device they interact?

4. Most marketers do not have complete customer profile
Name: Nurul
Email: -
Mobile: 713-708-0639
Gender: Female
Birthday: 14 Feb 1970
Name: Peter
Email: pete@gmail.com
Mobile: -
Gender: Male
Birthday: 27 Sep 1982
Name: Farel
Email: -
Mobile: 713-617-0534
Gender: -
Birthday: 21 Jun 1965
Name: -
Email: kev@yahoo.com
Mobile: 713-418-6291
Gender: Male
Birthday: -
Name: R
Email: -
Mobile: 713-224-1245
Gender: Male
Birthday: 2 Aug 1990
Name: Aulia
Email: a123@gmail.co
Mobile:
Gender: Female
Birthday: -

5. And ineffectively target across multiple channels

6. Oops!Oops!
Common marketing mistakes by not knowing customers well

7. Sending right communication to the wrong channelMarketing
Mistakes
Marketing
Mistakes
Targeting 60 year old Andy on mobile might
not be the best of the strategies
#1

8. Spending money on affiliate promotions and SEM activities
trying to acquire people who are already existing customers
Marketing
Mistakes
Marketing
Mistakes
Marketing Head at
ShopEasy.id targets
potential
customers
#2

9. Spending money on affiliate promotions and SEM activities
trying to acquire people who are already existing customers
Marketing
Mistakes
Marketing
Mistakes
And successfully
acquires few of
them
#2

10. Spending money on affiliate promotions and SEM activities
trying to acquire people who are already existing customers
Marketing
Mistakes
Marketing
Mistakes
But sadly doesn’t
map the customer
attributes
#2

11. Spending money on affiliate promotions and SEM activities
trying to acquire people who are already existing customers
Marketing
Mistakes
Marketing
Mistakes
Parallelly, he pays
to do affiliate
marketing via
IndBank to acquire
new customers
#2
AFFILIATE
MARKETING

12. Spending money on affiliate promotions and SEM activities
trying to acquire people who are already existing customers
Marketing
Mistakes
Marketing
Mistakes
And acquires
customers…
… who are already
his existing
customers!!
#2
AFFILIATE
MARKETING

13. Bad data is
wasting your
digital
marketing
spends and
efforts

14. Brand content is
not reaching the
right audience
Spend on digital marketing such as search engine optimization
and mobile apps in 2015 is failing to deliver the value companies
should expect.
“
Proxima Research, 2015

15. Knowing your
customer and
unlocking
marketing
potential

16. Have digital
identities of your
customers
1

17. Rio,
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Integrate
offline and online
channels
Get to know more
about your existing
customers
Please tell us a little more about
yourself so we can ensure that our
service is tailored to your needs.

18. Use digital identity
optimally in all
marketing efforts
2

19. Use digital identity
optimally in all
marketing efforts
2
Inactive
segment
Automation
Segment
Email
clicked?
New users
Send Discount
voucher Email
2 days
END
Send
Reminder
SMS
END
Yes
(Voucher redeemed)
No
(Voucher not redeemed)
Send
Thank You voice
message
Automate workflows for effective management of
cross channel communication

20. Key Takeaways
• Marketing spends can be efficiently used when you know your
customers well
• Map each of your customers’ touch points and create their digital
identities
• Utilize the digital identity optimally and communicate a consistent
message across multi channels by using automated work flows