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Engaging the Digitally Connected Consumer

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Digital marketing unit 2
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Engaging the Digitally Connected Consumer

  1. 1. Mobile Marketing Association Engaging the Digitally Connected Consumer Jeannette Kocsis EVP, Digital Engagement The Agency Inside Harte-Hanks
  2. 2. Mobile Marketing Association 2 Offer perspective on how to approach customer engagement and business growth Share our vision for customer engagement and why mobile is the key Show how the Digitally Connected Consumer concept can work for you
  3. 3. Mobile Marketing Association 3 Customer experience
  4. 4. Mobile Marketing Association Omnichannel
  5. 5. Mobile Marketing Association Relevance
  6. 6. Mobile Marketing Association 6 Digitally Connected Consumers
  7. 7. Mobile Marketing Association 7 The Roadmap Plan the Journey Map Content to the Journey Determine Where the Customer is in the Journey Drive Cross- Channel Communications Measure and Optimize
  8. 8. Mobile Marketing Association 8 Consider How We Need to Engage Engagement + Serve through ALL Channels Smart Targeting Relevant Messages Dynamic Content Mail that Matters Behavior- Based Content Optimized for Experience
  9. 9. Mobile Marketing Association 9 Planning moments in time
  10. 10. Mobile Marketing Association 10 Leverage Dynamic Content Implicit data Explicit data Relevancy!
  11. 11. Mobile Marketing Association 11 Customer Engagement at Scale
  12. 12. Mobile Marketing Association MOBILE OPPORTUNITY
  13. 13. Mobile Marketing Association 13 Mobile First Now we use “Progressive enhancement” – you will have a better end product on both if you think about “Mobile First” 1.2 Billion mobile users worldwide 25% of US internet users are “Mobile Only” 85% of new handsets access the internet We used to start with Computer versions and downsize – degradation
  14. 14. Mobile Marketing Association 14 Our opportunity • Mobile is PERVASIVE • Mobile is becoming a channel of CHOICE by customers • Mobile is WHERE WE NEED TO BE!
  15. 15. Mobile Marketing Association 15 Mobile Readiness How are you connecting with her? How WILL you connect with him?
  16. 16. Mobile Marketing Association 16 What is Mobile Readiness? SMS MMS QR Codes Mobile Landing Pages Mobile Web Sites Mo-So- Lo Data Capture Mobile Search Mobile Ads Mobile App Ads Mobile Commerce Mobile Application Social Sharing Mobile Payments Location Aware
  17. 17. Mobile Marketing Association 17 What is Mobile Readiness? SMS MMS QR Codes Mobile Landing Pages Mobile Web Sites Mo-So- Lo Data Capture Mobile Search Mobile Ads Mobile App Ads Mobile Commerce Mobile Application Social Sharing Mobile Payments Location Aware DATA
  18. 18. Mobile Marketing Association 18 Omnichannel Behavior The Customer Connection Points Where She Goes Retail Print Web Site Call Center Mobile Social
  19. 19. Mobile Marketing Association 19 Do you have… Mobile Marketing SMS/MMS Apps Mobile Web
  20. 20. Mobile Marketing Association 20 Mobile Web Sites Mobile Landing Pages Think about your mobile strategy Text to Enroll Web Enrollment •In-store Signage •Web •Print / DM •CRM SMS Alerts Coupons • Acquisition • Conversion • Sales Mobile Search Mobile Sites • Acquisition • Conversion • Sales Mobile/Social Apps Mobile Service Apps Mobile Applications •Mobile Ads •CRM •In-store Signage • Acquisition • Retention • Sales 1:1 SMS One to Many Mobile Engagement •Mobile Search •Browsers •Advertising •CRM
  21. 21. Mobile Marketing Association To Consider Connected Consumers, Let’s Look At…
  22. 22. Mobile Marketing Association 22 CUSTOMER RECOGNITION • When we think of DYNAMIC best practices, we think of: Personalized recommendations and content
  23. 23. Mobile Marketing Association 23 RECOMMENDATIONS • When we think of recommendations, we think of: A pioneer in personalized recommendations
  24. 24. Mobile Marketing Association 24 LEVERAGING PROFILES • When we think of brands that are anticipating our needs – or at least reacting to them quickly: Bringing customer experience through profile
  25. 25. Mobile Marketing Association 25 CAPITALIZING ON PROFILES • When we think of brands that understand their customer, we think of: Leverages multiple customer touchpoints
  26. 26. Mobile Marketing Association 26 What do they have in common? DATA
  27. 27. Mobile Marketing Association 27 CUSTOMER PROFILES
  28. 28. Mobile Marketing Association 28 HOW WE CREATE THEM Preferences Purchase Data Web Behavior 3rd Party Data Affinity Content Social Media
  29. 29. Mobile Marketing Association STEPS TOWARD CUSTOMER PROFILES AND CRM EFFICIENCY
  30. 30. Mobile Marketing Association 30 The First Step Is to enable your customers! Content Frequency Channel
  31. 31. Mobile Marketing Association 31 What Preference Centers Can Do Choice Recognition Save the opt-out • Provide customers with choices • Get relevant! • Recognize through login • Any device/channel • Offer options • Offer other channels
  32. 32. Mobile Marketing Association 32 Engagement Destinations COMMUNITY PRODUCT INFO TRANSACTIONS LOCAL EVENTS CUSTOMER CONNECTIONS CUSTOM OFFERS GAMIFICATION REWARDS REGISTER PRODUCTS PRIORITY SERVICE
  33. 33. Mobile Marketing Association 33 Loyalty and Retention Special Offers Special content & tools View points & redeem
  34. 34. Mobile Marketing Association 34 Mobile Connections Push Content Location Aware Mobile Ready
  35. 35. Mobile Marketing Association 35 Make It Simple for the Consumer • Single Sign-on • Simple Access (Email) • Password Retrieval • Third Party Authentication
  36. 36. Mobile Marketing Association 36 Leverage Connected Consumers Behavior: Profiles Downloads Verification Clickstream Time spent Engagement: Likes Follows Social Posts Responses Video RSS Data: Profile data Surveys Polls Purchase: Categories Channels Push Media: Email Mobile Social Advertising: SEM Display TV Social Mobile SEO: Organic
  37. 37. Mobile Marketing Association 37 Leverage Segmentation
  38. 38. Mobile Marketing Association 38 Leverage Purchase Data Opportunity to Connect • Transactions • 1st purchase/ return purchase • Cross-sell and/or upsell • Purchase category • Spend/basket size • RFM • Ratings & reviews Feeds Segments • How do they shop and game • What do/did they buy • Which channels do they engage • How engaged are they • What do they look like demographically Product Engagement Score • What do they view • What have they viewed • Which products are they most engaged with Path to Purchase • Determine their likely next step • Plan communications
  39. 39. Mobile Marketing Association 39 Create Social Intelligence to Build Relevance
  40. 40. Mobile Marketing Association 40 Social Intelligence Data
  41. 41. Mobile Marketing Association 41 Social Intelligence Make $75K/year Programmer Works in .COM space College Graduate Straight Lives at Home Doesn’t Smoke Does Drink XBOX/Android Fan Likes Pandora Listens to Rap Reads Gaming Magazines Watches Comedies Likes Dexter Drinks Beer Likes Buffalo Wild Wings Shops at Best Buy Likes Fantasy Football Gamer Supports ASPCA Not political Catholic Jon Blake Kurdish1st@email.com Found on SingleNo Children Around 5’11” Male 25-30 Years Old Lives in Roanoke VA Not Very Athletic White
  42. 42. Mobile Marketing Association 42 Scoring • Mobile/Email Engagement Model – Identify, rank and score the likelihood to engage unengaged customers – Score engaged customers that have the ability to increase their level of engagement • Product Engagement Scores – Adds customer behavior surrounding browsed, abandoned, and reviewed products – Layer on known preference data – Leverage data sources to create a scoring system • Social Engagement Scores – Layer social scoring as individuals or list pulls (social segments)
  43. 43. Mobile Marketing Association WHAT THEY LOOK LIKE Profile: 22 years old, living in Roanoke, VA Has a “day job” as a programmer working for a social networking site, >$50,000/year Single, lives at home with his parents At night, he is the KING of his clan on Call of Duty, code name “Kurdish-1st” Communications Email Weekly Content preference Shooting games Username: kurdish1st@email.com Password: xxxxxxxxxx Jon Blake May Never Grow Up Purchase Data: Purchases/year 6 Approx value $300 Behaviors: Friends 766 Likes: COD Franchises 10 XBOX 5 SPES Score: 8
  44. 44. Mobile Marketing Association PUT THE PROFILE TO WORK
  45. 45. Mobile Marketing Association 45 Create Digital Engagement Strategy
  46. 46. Mobile Marketing Association 46 Plan Content Throughout the Experience Campaigns (EM, DM, Media, SEM) Ongoing CRM (EM, DM) Ongoing Loyalty (EM, DM) Mobile App Alerts SMS Blogs, Facebook & Twitter Push Social Response Video Content Web Site Content
  47. 47. Mobile Marketing Association 47 Email Opportunity: Engage with the Brand Prioritize products by profile, Web behavior, scores Cross-sell/upsell on accessories through profile data Add engagement content, requesting product feedback, show social content Leverage Pinterest, other social networks
  48. 48. Mobile Marketing Association 48 Mobile Engagement Universal Login Mobile Application: • Recognizes Customer • Personalized Recommendations • Connects with social • Leverages third party and Web site content • Provides relevant experience for a rewards customer • Manage account • Mobile alerts SMS: • Get rewards balances on the fly • Get advance notice of title product launches; countdowns to release • Customized offers • Special content
  49. 49. Mobile Marketing Association 49 Social Engagement Push Messages Engagement Content Leverage tools for consistent push, but relevant tone Follow your social strategy Provide in-channel content in relevant tone Optimize content for search (internal and external)
  50. 50. Mobile Marketing Association 50 Instore Engagement
  51. 51. Mobile Marketing Association 51 Measure and Optimize Web Analytics Tools, Media Adserving Social Analytics Web Analytics Tools, ESP Data, Mobile Data Web Analytics, Social, E SP, Mobile, Call Center Direct Sales Cost per lead/click Level of Engagement: Content Video 1:1 with Brand 1:1 with Others Support interactions Within communities Within call center Preferences Channel interactions Mobile Interactions Health of SMS Health of Apps Email Interactions Health of Email Data Collection Social/Third Party Program Registration Incoming Media Sources Social Media Push & Engagement Incoming Communications Engagement
  52. 52. Mobile Marketing Association IN CLOSING
  53. 53. Mobile Marketing Association 53 Things to Remember • Plan your mobile strategy as part of your customer engagement strategy • Think “Mobile First” • Create the infrastructure to capture customer profiles • Allow customers to set their own preferences • Leverage what you know • Get Relevant for Mobile Engagement!
  54. 54. Mobile Marketing Association THANK YOU! Read our white paper “The Digitally Connected Consumer” or stop by our booth to discuss further… Jeannette Kocsis EVP, Digital Engagement The Agency Inside Harte-Hanks 845-339-0022 @jnetk Text Jeannette to 47201 for my mobile business card! TheAgencyInside.com

Notes de l'éditeur

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  • Loyalty programs use preference centers as their basis, think of hotel and airline Web sites where preferences can include more than just channels – they can include choices about seats on airplanes or beds in hotels.
  • Mobile preference centers can live on mobile web sites or as part of applications. They can control the location messaging, as well as push alert messaging that can come to the phone, based on content and frequency preferences.
  • Brief explanation on these bullets
  • Social intelligence uses social channels to create deep customer intelligence to drive RELEVANCYSocial CRM is the method of using this social intelligence to drive multichannel relevancy throughout the customer experienceWe at Harte-Hanks have a 5-step methodology for using social intelligence to create a powerful social CRM strategy1st is building the infrastructure to hear what your customers are saying:….
  • So how do we collect the social data?
  • Plan both incoming and outgoing (engagement) channels

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