1. DIT Know Your Customer in a digital world PRSmith.org PR Smith Marketing PR_Smith

2. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Introduction SOSTAC Marketing Plan Situation Analysis Objectives Strategy Tactics Action Control More on SOSTAC 3. Situation Analysis Your Customers Your Intermediaries Your Competitors 4. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Situation Analysis: Customers Customers; Competitors; Partnerships; Trends 3 Big Questions About Your Customers 1 2 3 Create a culture of customer obsession 5. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith 1. Who is your customer? 18 Who is your ideal customer? - B2C & B2B segmentation variables Who are your worst customers? Who are your influential customers? - Newsle.com Crowdvu Crowdbooster.com Who are your engaged customers? ? 6. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith 1. Who is your customer? Customer data is everywhere Get customer data from many sources 7. What pages / products are they most interested in? How interested are they? Any past purchases? What do we know about them from the CRM system? Have they been to this site before? How can we help them with their next step = MA PR Smith 2014 www.prsmith.org Digital Body Language & Marketing Automation Progressive Profiling (forms) Big Data Add Social Data Augmenting Profiles (click behaviour) Add 3rd Party Data (databases) 8. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith 1. Who is your customer? - much more information Marketing Automation - generates significant insights Add data from social media platforms Use Progressive Profiling Integrate behavioural data on & offline Find more Ideal Customers Index attributes of the highest & most engaged customers 9. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Who are your twitter followers? Where are they located? Which ones are influential? FollowerWonk.com can help 1. Who is your customer? - much more information - twitter 10. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Location of PR_Smith's twitter followers 11. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith PR Smith followers that are influential 12. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Read the blog 13. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith 14. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith A cheese product, was ranked 209th in sales Would you delist it (stop selling it)? Quick Question 15. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith One Question. Re Who? Intelligent mining revealed: Cheese was frequently purchased by the ideal customer profile - the top-spending 25% of customers Conventional analytical principles: delist product would have been wrong! 16. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Why do your customers buy? Aspirations? Key messages & words arouse them? see Actions p52 2. Why do your customers buy? 20 17. What words relate to Sportsmanship? 18. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Why do your customers buy? Aspirations? Key messages & words arouse them? Fears, Phobias & Barriers How do you build trust & credibility? 2. Why do your customers buy? 20 19. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Why do Manchester United fans buy? 2. Why do your customers buy? 20. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith 21. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Professor Ted Levitt 2. Why do your customers buy? 22. Knowing Why Customers Buy is Fundamental To Success 23. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith 24. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Why Return To A Web Site - 4 Satisfaction Factors Work hard at these ..Relevant Information 25. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Why Buy? Why Visit? The 2nd Visit is the beginning of the relationship. What are you doing to bring them back a 2nd time? 26. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith 2. Why do your customers buy? 21 27. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Cialdinis 6 Rules of Persuasion - applied online 28 1. Reciprocity if I do something for you you will probably do something for me e.g. free samples 2. Liking - People are easily persuaded by other people they like e.g. like my page + physical attractive people in a store 3. Social proofing People will do things what they see others do e.g. product ratings on a web shop 4. Scarcity the products that are almost out of stock are the most attractive ones e.g. Booking.com: only 3 rooms left 5. Commitment If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment e.g. Amazons wish list 6. Authority People do what authorities or experts (will) do e.g. expert recommendations 28. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith ROBO How Long - Time Lag Report? How many channels -Path Length Report How many interactions -Top Path Reports Which Channels, Campaigns Keyword assisted - Assisted Conversions report - Multi Channel Funnel Analysis 3. How do your customers buy? 23 29. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith 3. How do customers buy? Instead of just the last interaction .. 30. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith How do your customers buy? Conversion Paths taken when making at least 2 visits Short memorable url Brand awarenessIf DD not top might need brand awareness campaign Optimised For Key Phrases SEO is Working Good Content - Customer wants to remember URL Memorable url Emarketing Excellence Chaffey & Smith 2012 31. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith 3. How Do Customers Buy? Multi Channel Funnels Introduction to Multi Channel Funnels (5 mins) 32. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Emails - how do customers read emails? - when do they read them? Web sites - how do customers look at them - Heat Maps Videos - how do customers see video - Emotional Response Video Analysis TV - how do customers watch TV 3. How do your customers buy? How customers process information Mobiles? Mobiles? Mobiles? 33. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith How customers feel/talk about your brand - Sentiment Analysis How, where, when talk about your brand -Social Media Audit Dont forget: See - Try - Buy 3. How do your customers buy? How customers process information from other channels e.g. 27 34. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Icons/Symbols Images Layout Words Colour 3. How do your customers buy? How do customers process information People see same message differently 35. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Icons/Symbols Images Layout Words Colour 3. How do your customers buy? How do customers process information - people see same message differently 36. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Layout Web Sites should have flow 3. How do your customers buy? How do customers process information 37. Session Map shows individuals eye movement & duration (size of circle) Layout 38. Heat Map reveals hottest parts of page + parts that are ignored 39. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Icons/Symbols Images Layout Words Colour 3. How do your customers buy? How do customers process information - people see same message differently 40. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Some words go out of fashion Other words may go out of fashion offline but not online We use different words when searching (older fashioned /more basic words/phrases) Words - changing a few words can help customers to process info 41. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith I may search for cheap hotel But I dont like Welcome to our dirt cheap hotel! A Boutique Hotel for the Budget Minded. because Im not cheap, Im just budget minded. Words - changing a few words can help customers to process info 42. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Offline is the same people see what they want to see on TV & also on Road Signs People see the same message differently 43. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith 3. How do customers process information? End Of Page 27 Different customers see the same message, page, icon or image differently How do you know your customers see what you want them to see? 44. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Situation Analysis Is Critical 26 Carry out a thorough analysis of the situation before making a move Sun Tzus Art Of War best marketing book written 2,000+ years Who, Why, How? + Competitors + Intermediaries 45. Who are your customers? 46. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith Why do your customers buy (or not buy)? 47. PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith How do your customers buy? 48. Know your customers 1.Who? 2. Why? 3. How? + Competition + Intermediaries Situation Analysis 49. Is this 60 second video subliminal seduction will customers perceive the subtle message at 17 seconds? Will it affect their perception & behaviour? Read Vance Packard. http://tinyurl.com/phyqogf Bonus Video 50. Continue the discussion PR_Smith PR Smith Marketing PRSmith.org