We are experiencing a period of acceleration in digital transformation, as businesses were forced to speed up the adoption of digital technology and develop digital and/or digitally-enabled products and services that could be marketed and sold quickly. Digital Marketing professionals in response have pivoted, replaced, and evolved strategies and implement changes that could be here for the long haul.
We are joined by Clark Boyd, digital strategy consultant, author, and trainer, as we look at how to grow and retain your customers using your customer data in this redefined landscape and get results.
In this session we will:
Look at how customer demands and behaviors have changed
Take a look at customer journey frameworks
Consider different data sources
Look at how to segment your audience
We'll show how you can implement your new strategy.
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BEFORE WE GET STARTED
Today’s webinar is scheduled to last 1 hour inclusive of Q&A
This webinar is being recorded and the recording will be sent to all attendees
within 3 hours of the webinar concluding.
Attendees will receive a Certificate of Attendance. We love to see these on
social so please share and tag: Clark Boyd; Caroline Hollick-Ward & the Digital
Marketing Institute, and we’ll be sure to comment & like.
Certified POWER members will receive 1 CPD credit, automatically for attending
this webinar.
To access the slides, click on the handout section during the webinar. They
cannot be sent out along with the recording post-webinar.
Ask any questions you have, by submitting your questions through the “ask the
staff a question” box and hit send.
Any communications we have to share / responses to questions – will be shared
through the chat accessed through the “? Bubble”
The recording and slides will be available to members in your resource sections
within 48 hours.
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COMING UP 1. Customer journey frameworks
The funnel
Personas
The messy middle
2. Core customer behaviors
3. Five strategies for success:
Access
Engage
Customise
Connect
Collaborate
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The customer is in control of how they
interact with brands.
They can interact with brands – and
fellow customers – however and
whenever they want.
This creates a lot of data. But how much
of it is genuinely useful?
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These models help us visualise what people do, but not why
they do it.
As marketers, we are in the business of understanding and
shaping behaviors.
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Creating valuable content in an age of
abundance.
ENGAGE
What it looks like:
How-to content
Branded games
Data journalism
In responseto pain-points and questions
that customers communicate explicitly
and implicitly.
Done right, it improves:
Site visits
Sales
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Providing customized or curated
experiences.Requires automation, first-
party data, and customerinsight.
CUSTOMIZE
What it looks like:
Personalized ads
Multiple productoptions
First-party data use
Done right, it improves:
ConversionRate
Average Order Value
CustomerLifetime Value
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CUSTOMIZE
What it looks like:
Personalised ads
Multiple productoptions
First-party data use
Done right, it improves:
ConversionRate
Average Order Value
CustomerLifetime Value
Providing customized or curated
experiences.Requires automation, first-
party data, and customerinsight.
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Digital experiencesthat allow for
expressionand communication - with
other customers as well as the brand.
CONNECT
What it looks like:
Influencermarketing
Community management
Social media monitoring
Done right, it improves:
Word-of-mouth
Loyalty
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Customers help to build the business.
Contribution can be active or passive.
Requires an “open-source”mindsetto
brand building.
COLLABORATE
What it looks like:
Crowdsourcing
Competitions
Ratings and reviews
Done right, it improves:
Productdevelopment
Retention
Engagementrates
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Customers help to build the business.
Contribution can be active or passive.
Requires an “open-source”mindsetto
brand building.
COLLABORATE
What it looks like:
Crowdsourcing
Competitions
Ratings and reviews
Done right, it improves:
Productdevelopment
Retention
Engagementrates
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ACCESS
- Book stylist sessions (and more) on app
ENGAGE
- QR codes lead to influencer content on social media
CUSTOMIZE
- Personalized rewards through in-app game
CONNECT
- Interactive live-stream shopping sessions
COLLABORATE
- Create and "upvote" style ideas
BURBERRY: SOCIAL RETAIL IN SHENZHEN, CHINA
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Customer journey frameworks bring needed structure to a noisy
environment
But they foreground the 'what' over the 'why' of customer behavior
Insights are more than just facts or behaviors. They are human truths
that allow us to create more effective strategies
If we map our strategies to one of the core behavioral needs, we can
help customers along a more fluid journey