22. ENGAGE
Engaging is all about
developing relationships
with customers by
interacting with them
through digital services and
creating a two-way street of
conversation.
23. ENABLE
Enabling the digital strategy
asks for an appropriate
balance between the
ambitions set in the engage
part while making sure that
you can arrange everything
to make it happen.
24. EVALUATE
Evaluate comprises of
various ways of using data
analytics, statistics and
insights to learn, adapt and
measure whether the
company’s activities on
digital and social media are
delivering desired effects.
32. “We dropped our use of Twitter for
several brands because we didn’t get
enough out of it in our opinion.”
…“Social influencing is
important; Desperados uses DJ’s and
bloggers for advertising.”
33. “Wehkamp’s objective is
not customer driven, it
is customer obsessed!”
…
The capability of people
is leading (marketing
intelligence) and a
combination of left
brain analytics and right
brain marketers is
necessary in the future.”
34. “It’s all about conversion, that is the main goal. If
you have good, hopefully quantifiable goals, you
can hire or find the resources that you need and
account for it.”… “We continuously run A/B
testing to measure what alternative delivers the
highest rate of conversion”… “We do not listen
to the customer but we look at their actions””
35. Albrecht Dürer
“When a campaign is
specifically settled,
then there would be a
set of targets created
against cost. And
typically, if it’s an
awareness campaign,
those targets will be
around views and
engagement and then if
there is specifically a
lead generation
campaign, it will be
against the leads.”
36. “We had to get our data lake that was like a
precondition” … “Now I can predict the need for every
company in the Netherlands because we’ve got three
million people in our databases and our matching
algorithms have become better.”
38. 38
Digital Intelligence
“The capture, management, and
analysis of data to provide a holistic
view of the digital customer experience
that drives the measurement,
optimization, and execution of
marketing tactics and business
strategies.”
(Forrester)
- Purposes: decision making tool, comparative framework
- Enabling explain including the key strategy items
- Engaging explain ...
- Evaluate explain ...
- Order of the building blocks
- A plan is as good as its execution
Preparing and and setting up social media activities and campaigns.
Preparing and and setting up social media activities and campaigns.
Preparing and and setting up social media activities and campaigns.
Preparing and and setting up social media activities and campaigns.
