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MIEL VAN OPSTAL & VINCENT KNECHT | NOVEMBER, 2016 BUILDING A SUCCESSFUL DIGITAL CUSTOMER JOURNEY
linkedin.com/in/mielvo
@coolz0r
Hello!
@vincentknechtlinkedin.com/in/vincentknecht
Today’s Digest:
• The Marketing Mindset • Personalized Process Automation• Responsive Customer - & Conversion Journeys• Intelligent Data Management, Smart Data Collection • Inbound Marketing Strategies• Customer-Centric Content• SMART Brand Interaction• Marketing Automation
MINDSET
AMBITION
PROCESS
RESULTS
SAVED-YOU-A-CLICKCONVENIENCE
Sit With Ussource
PROBLEM SOLVING ASA PUBLIC SERVICE
source
VIRTUAL SERVICES GOOGLE NOW AND AMAZON ALEXA
ARE CLOSER THAN YOU THINK
The new option will enable users to register their credit card info (or use the credit card info they’ve already listed with Facebook) to make purchases without ever leaving the app.
BUY IT FROM WITHIN A CHATSAY HELLO TO
CONVERSATIONAL COMMERCE
THE VANITY EFFECT PLEASESTHE SELFIE GENERATION
source
OUR NEXT GENERATION OFIN-APP EXPERIENCES
IS ALREADY HAPPENING IN CHINA
PERSONALITY
HOW WELL DO YOU LEARN ?
HOW EAGER ARE YOU TO DISCOVER?
HOW GOOD DO YOU LISTEN?
HOW SOLID ARE YOUR PROCESSES?
CURIOSITY
HOW FLEXIBLE IS YOUR THINKING ?
HOW MANY METHODS DO YOU APPLY?
HOW BROAD IS YOUR CONTEXT?
HOW RICH IS YOUR TOOL KIT?
CREATIVITY
HOW GOOD DO YOU ANALYZE ?
HOW RELEVANT IS YOUR INFORMATION?
HOW ACCURATE ARE YOUR NUMBERS?
HOW QUICK CAN YOU GATHER INSIGHTS?
DATA
DOING GOOD THINGSIN A RUTHLESS SOCIETY
SPREADS LOVE
viv.ai
http://www.huffingtonpost.com/entry/app-lets-you-buy-leftover-food-from-restaurants-and-its-really-cheap_us_57aa4469e4b0ba7ed23dff1a
WASTE MANAGEMENTUPCYCLING AND LOCAL INITIATIVES
CREATE DEEPER CONNECTIONS
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INVENTIVE COMMERCIALIZEDLEAN & AGILE NICHE SERVICES
CAPITALIZE ON SYSTEM GLITCHES
ASK YOURSELF: IS THIS A WEBSITE FOR ME?OR IS IT A WEBSITE TO SERVE MY CUSTOMERS?
COMPANY-CENTRIC VS CUSTOMER-CENTRIC
The internet is increasingly taking the form of TV, in which users surf “from channel to
channel.” The difference today it that the channels are on platforms like Facebook, YouTube,
Snapchat…
EDUCATION IS KEY FOR THE NEW CONNECTED GENERATION
Attract Convert Deliver Upsell ReferralEngage Nurture
Shift in consumer behavior
Problem? Options? Evaluate Choose/Buy Experience Complete Recommend
Attract Convert Deliver Upsell ReferralEngage Nurture
Shift in consumer behavior
Problem? Options? Evaluate Choose/Buy Experience Complete Recommend
ALL PROBLEMS ARE OPPORTUNITIES IN DISGUISE
TO REMOVE FRICTION & FRUSTRATION
TO CREATE DELIGHT & SATISFACTION
SOLVE PROBLEMS
SAVE TIME / MONEY
CHALLENGE PATTERNS
SIMPLIFY
CONNECT
ROUTINE FEEDS THE ILLUSION OF SAFETY
MEANINGFUL CONTEXTUAL COMMUNICATIONREPLACES GENERIC MESSAGES
With each email, we’re asking people to commit a measure of their time, and we try to be respectful of that.Fabio Carneiro, MailChimp
source
WE’VE REACHED THE PEAKOF CONTENT MARKETING AND
ONLINE ADVERTISING
NO MATTER HOW MANY RAVING REVIEWS YOU PAY FOR, IN THE END YOU STILL NEED TO
GET YOUR STORY STRAIGHT
ONLY 15% OF CONSUMERSTRUST MESSAGES
PUBLISHED BY COMPANIES
CONSISTENCY GROWS PERCEPTIONDEDICATION CREATES LOYALTY
TRANSPARENCY BUILDS PURPOSE
THE VALIDATION OF SOCIAL MEDIA FOR BUSINESS CAN BE FOUND IN THE EXPECTATIONS
source
MEANINGFUL CONTENT MARKETING IS THE FOUNDATION FOR
SUCCESSFUL BRAND ENGAGEMENT
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CUSTOMER ENGAGEMENT TACTICSARE A SIGNIFICANT ESSENTIAL PART OF
YOUR CORPORATE BRAND STRATEGY
THE S.M.A.R.T. GOALS CLEARLYOUTLINE THE EXPECTATIONS
AND ADD CORPORATE PURPOSE
source
4 CORNERSTONE VALUES WILLDETERMINE THE RESULTS
OF SUCCESSFUL AMPLIFICATION
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PAID AMPLIFICATION IS COMPLIMENTARYTO THE ORGANIC PROCESS
OF LEVERAGING CUSTOMER FEEDBACK
source
DEFINING YOUR AMPLIFICATION GOALSWILL REVEAL WHICH METRICS
CAN BE USED TO MEASURE SUCCESS
USING CRM SOLUTIONS TO CONNECTSMART DATA COLLECTED FROM
DIFFERENT DIGITAL TOUCH POINTS
Source: Lee Odden
Source: GetVerde
BRAND EXPERIENCEIS MORE IMPORTANT
THAN PRODUCTS
• Take-Aways for Today
• Collecting and Processing Real-Time Analytics • Owning the Buffer Zone Between Your Brand and Customers• Responsive Customer - & Conversion Journeys• Inbound Marketing Strategies• From Omni-Channel to Right-Channel• Lock Your ‘Why’ & Tell The Story• Help, Serve, Cater, Supply, Educate, Share
• B2B, B2C, C2B & O2O
linkedin.com/in/mielvo
@coolz0r
Much obliged!
@vincentknechtlinkedin.com/in/vincentknecht
