CUSTOMERS AT THE FOREFRONT OF INNOVATION!

HOW MARKETING DRIVES CHANGE IN THE DIGITAL WORLD.

MARIAM GIORGADZE SAN FRANCISCO

HULT GLOBAL ALUMNI SUMMIT JUNE, 2016

https://www.youtube.com/watch?v=RAG74hfW4pM

“WE’D ACHIEVE MORE IF WE CHASED THE DREAM INSTEAD OF THE COMPETITION”

SIMON SINEK, “START WITH WHY”

WELCOME TO:

THE AGE OF CUSTOMER

+The Latest, Best Data Acquisition Deal!

86% of CMOs Believe They Will Own

End2End CX by 2020Source: Marketo, CMO Research 2015

Source: http://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/

The Evolution of the Mad Men

https://vimeo.com/14620522

https://vimeo.com/97547645

The Birth of the Creative

Technologist

CREATIVE

TECHNOLOGY DATA

CUSTOMER EXPERIENCE

“THE FUTURE BELONGS TO RELATIONSHIPS”

DANIEL BURRUS

Souce: http://chiefmartec.com

Power of Data Exchange

Building the Infrastructure for 101 Tracking

Source: Divisadero

TURNING IT ALL INTO YOUR COMPETITIVE ADVANTAGE

Source: http://annuitas.com/2016/02/25/what-funnel-flipping-means-to-me/

THE “REVERSED FUNNEL”

Marketing Phases Awareness Consideration Conversion Retention Advocacy

Buyer Persona

Marketing Goals

Call to Action

Message/Tone

Content Type

Content Form

Channels

Touchpoints

Data Points

Context Data

KPIs/Metrics

Data Sources

Analytics Tools

Marketing Platforms

Partners

TO SUM IT UP:

MARKETING INFLUENCED BY “DIGITAL DYNAMICS”

▸ Speed

▸ Adaptability

▸ Adjacency

▸ Scale

▸ Precision

Source: Scott Brinker, 2016, Hacking Marketing, Chapter 3

BUSINESS MODEL STATEMENT:

“MAKE ONLINE SHOPPING SO EASY AND CONVENIENT THAT CUSTOMERS WON’T

HAVE TO THINK TWICE. IT CAN BE SUMMED UP BY THE BUTTON ON EVERY

PAGE: BUY NOW WITH ONE CLICK.”

You Want to Guess the Company?

“IT IS CRITICAL TODAY THAT MARKETERS THINK ABOUT THE CONTEXT OF THEIR CUSTOMER ON THE PATH TO PURCHASE: WHERE THEY ARE, WHAT DEVICE THEY ARE ON, WHAT THEIR LIKELY MINDSET IS IN THAT GIVEN MOMENT”

DAN ARIELY

3rd Party Data + Programmatic Media Buying

Data-Powered Mood Targeting

The Future e-Commerce Store

Experience Your Car in a Whole New Way

Own the Customer Journey!

PARTING THOUGHTS:

Foster the culture of collaboration: exchange data & connect technologies

Design CX by aligning all departments around it

Develop the data strategy!

Act like a technology company:

https://www.youtube.com/watch?v=hVxyHcMrccE

Thank You!

@mariamgiorgadze

/in/mariamgiorgadze