Best Practices in Sports and Entertainment Digital Fan Marketing
Citation preview
1.Best Practices in Sports and Entertainment Digital Fan
MarketingKristin Hambelton 03/09/2011
2. Why Digital Fan Marketing Challenges in Digital Fan Marketing
Why Embrace Marketing Automation Where and How to Get Started
Agenda Neolane confidential Copyright Neolane - 2011 3.
About Neolane
Conversational marketing technology to build and sustain
one-to-one lifetime dialogues across both inbound and outbound
channels
Challenges in Digital Fan Marketing without Marketing
Automation
Centralized view of the fan Scalability Measurement Coordination
across channels inbound/outbound, offline/online 7.
Challenges in Digital Fan Marketing with Marketing
Automation
8.
Overcoming the Challenges Why Embrace Marketing Automation
Organize and optimize marketing processes
Unify inbound and outbound communication channels
Leverage every opportunity of contact to inflect individual
behavior
Personalize every conversation
9.
Guide Every Individual on a Unique Value Creation Journey
1er Achat 2e Achat Abandonnistes Customer Value Time Social
AdvocacyOutboundReactivation InboundQualification InboundCross-sell
OutboundLoyalty Up-sellTriggerInboundMaturation OutboundAcquisition
10.
Where and How to Get Started
People
FanOne is expert in customer acquisition, retention, and
measurement
Make sure your own organization is committed to the importance
of automating assign resources
Process
Evaluate your own processes dont automate bad processes
Start slowly and get some quick wins to build momentum if you
can
Technology
You need a marketing automation platform to gain any scale and
real results over the long-term
11.
Summary
Digital fan marketing is truly driven by the fan
Channel coordination; single view of the customer; measurement
and scalability are key challenges
Embracing marketing automation drives effectiveness,
efficiency, and accountability in new world order of fan
relationships
Getting started requires:a decision/commitment to do it;the
right people; the right processes;and the right technology