Customer engagement and marketing - what's the link?
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If you are struggling to make marketing that delivers engagement this presentation will help you 1 - Psychology of your customer 2 - Brand values alignment 3 - Customer Relationship Management 4 - How to do it.
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Customer engagement and marketing - what's the link?
- 3. Customer engagement defined Customer engagement is the ongoing interactions between company and customer, offered by the company, chosen by the customer. Paul Greenberg for HubSpot Customer engagement is an estimate of the degree and depth of visitor interaction against a clearly defined set of goals. Eric Peterson How Do You Calculate Engagement? Part II
- 4. The principle of reciprocity • What does the customer gain? • What does the brand gain? • Points • VIP • Referral • Group
- 5. Benefits of Loyalty • Apps • Points • Campaign innovation • Utility • Customer research • NPD • Frequency • Average $ spend
- 6. Rose & Thorne Bra Census An annual customer research survey “How I feel when wearing a bra that fits.” Case Study
- 7. Designing your CRM programme Customise Identify Differentiate Interact and learn
- 8. B2B engagement • Biggest killer - data degeneration 6% per month • Be the best answer - attract, engage, convert • Signals of credibility - everywhere • Curate to save the customer time 30/60/10 [Golden Ratio] 30 percent owned 60 percent curated 10 percent promotional 76% 73% 63% 51% 64% 59% 57% 59% 57% 43% 80% 65% 56% 61% 47% 47% 46% 35% 69% 59% 69% 53% 54% 53% 54% 48% 48% 40% 41% 40% Published on MarketingCharts.com in August 2019. Data source: Demand Metric / GetResponse Marketing Tactics’ Effectiveness, by Funnel Section Based on 264 respondents primarily from mostly B2B (43%) or mixed B2B/B2C (31%) companies of various sizes Referral Events Video Email Content Owned Paid Search Social media Earned marketing marketing marketing marketing marketing media media marketing marketing marketing Top Middle Bottom
- 9. B2C engagement • Have an app - that effects convenience - remove friction in the customer journey and sends notifications • Lemonade insurance • Hatch Invest • Z Energy App • The future is private • Review dark social sharing analytics
- 10. Features of loyalty apps • Compelling rewards structure. • Unique ways to earn and spend loyalty points. • Distinct tiers to reward higher-spending customers. • Easy to sign-up. • Display relevant offers, stores, personalized offers. • Excellent security features, • Clear micro-copy to help customers. • Natural flow of actions in the app. • Allow social sharing. • They need push notifications to increase customer engagement.
- 11. Reward your customers for all types of valuable engagement Rewarding for purchases is just one component of an effective program Account creation Birthdays Social shares Social follows Purchases Anything!
- 12. ASOS style match
- 13. REI versus North Face North Face’s VIPeak • traditional points for spend • points for downloading the app • points for attending live events • points for being an ambassador REI is a co-operative • pay $20 to join and become an owner • annual dividend payout • garage sales • outdoors tuition & experiences
- 14. Engagement killers What kills engagement? • Poor judgement • The “mob” • No audience • Screaming in the forest • Always the same offer • Over-kill frequency
- 15. Insider Spend $150 - $499 •15% off one pair •20% off two or more items •10% off one handbag Insider VIP Spend $1000+ •25% off one pair •30% off two or more items •20% off one handbag •$50 off one transaction Insider Luxe Spend $500 - $999 •20% off one pair •25% off two or more items •15% off one handbag •$40 off one transaction Case Study Mi Piaci With a cash only loyalty program - what will you get?
- 16. Bronze $50 - $299 • $15 off one item • 15% off one transaction of two or more items • $25 off one transaction • 10% off one handbag • 10% off one pair of Deuce Silver $300 - $449 • $20 off one item • 20% off one transaction of two or more items • $25 off one transaction • 15% off one handbag • 15% off one pair of Deuce Gold $450 - $599 • $20 off one item • 25% off one transaction of two or more items • $30 off one transaction • 20% off one handbag • 20% off one pair of Deuce Case Study Merchant Footwear With a cash only loyalty program - what will you get? Platinum $600 - $999 • $20 off one item • 25% off one transaction of two or more items • $35 off one transaction • 25% off one handbag • 25% off one pair of Deuce Diamond $1000+ • $30 off one item • 30% off one transaction of two or more items • $40 off one transaction • 30% off one handbag • 30% off one pair of Deuce
- 17. Case Study Retail Journey Map Suite CX aides visual planning
- 18. ©2016 – Confidential Broker Onboarding Improvement AmeriTrade: The Broker team wanted to improve its Onboarding Experience. They needed to understand the Moments that Mattered.
- 19. Empathy Based Marketing At each stage of the customer journey What does your customer •Say •Think •Feel •Do
- 20. Podcasting The biggest growth area in marketing - your brand in the customer’s ear. Literally.
- 21. Resources • Top 10 Loyalty Apps of 2019 https://www.devteam.space/blog/top-10-loyalty-apps/ • The Hustle - daily summary • Empathy based marketing https://www.markempa.com/what-is-empathy- based-marketing/ • Curate Content for Brand Loyalty https://blog.statusbrew.com/how-to-curate- content-for-brand-loyalty/ • 20 Top Customer Engagement Tips https://www.chiefmarketer.com/193398/ •We Are Social Monday Mashup newsletter • Dark Social https://en.wikipedia.org/wiki/Dark_social_media
- 22. Next Steps Please connect with me on LinkedIn rebecca@creativeagencysecrets.com 022 647 3993