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Design for Customer Engagement Constructing the Composable Enterprise for your Digital Marketing Strategy
Alessandro Lavazzi
About the Speaker
Alessandro LavazziCustomer Engagement Practice ManagerI have more than 10 years of experience in the domain of IT Solutions for Customer Engagement.
Currently, I work to help companies implement a new generation of Composite Enterprise Solutions designed to create multi-channel, ultra-tailored customer experiences by taking advantage of big data, social interaction and micro-services.
My area of interest is the design and deployment of Customer Engagement Solutions in the context of Digital Transformation. In particular, I focus on the (r)evolution of the Sales, Marketing and Services processes leveraging state of the art cloud, IoT, social and big data solutions.
https://it.linkedin.com/in/alessandro-lavazzi
DIGITAL MARKETING STRATEGY
SAMPLE CASE: MONETIZATION IN A B2C COMPANY
COLLECT: LANDING PAGE & CONTACT FORM
MANAGE: CORPORATE CONSUMER DB & CRM
SEGMENT: SEGMENTATION TOOL & SCORING ENGINE
EXECUTE: MARKETING AUTOMATION
MEASURE: CUSTOMER INSIGHT
DIGITAL MARKETING STRATEGY
SAMPLE CASE: MONETIZATION IN A B2C COMPANY
COLLECT: LANDING PAGE & CONTACT FORM
MANAGE: CORPORATE CONSUMER DB & CRM
SEGMENT: SEGMENTATION TOOL & SCORING ENGINE
EXECUTE: MARKETING AUTOMATION
MEASURE: CUSTOMER INSIGHT
Set Up Your Digital Marketing Strategy
Is my Marketing Funnel Digital?
Episode 1Digital Marketing Strategy
How to setup your Digital Marketing Strategy?
6
How to select the right Digital
Marketing Building Blocks?
How to translate the Customer Journey into
an effective Digital Marketing Strategy?
The Marketing Funnel
7
Do I have to build in some way a so-called FUNNEL?
Customer FunnelMarketing FunnelSales FunnelConversion FunnelPurchase Funnel…
$ $ $
LEADS
LEADS
LEADS
BUSINESS
The Marketing Funnel
8
Acquire new prospects and leads
Convert those leads into buyers
Get those buyers to buy more or buy more often
If you have a business and you have customers, then you already have some type of funnel
The goal is to digitalize and optimize your funnel in order to increase conversions and revenue
Loss of consumers
The Digital Marketing Funnel
9
Consumer LifecycleCommunity Business Action
LEAD
PROSPECT
CUSTOMER
RETENTION
CONVERSION
NURTURE
Public
Friend/Fan/Follower
Subscriber
Customer/Member
Loyalist
Advocate
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACY
• Generic and Brand Paid Search & Search Engine Marketing (SEM)
• Email Campaigns• Landing Pages• Webinars• Special Offers• Workshops• Retargeting• Content Personalization• Product Recommendations
• Loyalty Program• Discount• Customer Support• Special Offers
• Search Engine (SEO)• Social Media• Web Site Advertising
The Digital Marketing Funnel
10
There are different approaches to start the digitalization process of your funnel, depending on your goal
Acquire new prospects and customers
ACQUISITION
Convert prospects (or inactive buyers) into recent buyers
ACTIVATION
$
Generate revenue from active buyers and
indoctrinated subscribers
MONETIZATION
$$$$
The Digital Marketing Funnel
11
Every approach act on a different stage of the funnel
Consumer LifecycleCommunity Business ActionLEAD
PROSPECT
CUSTOMER
RETENTION
CONVERSION
NURTURE
Public
Friend/Fan/Follower
Subscriber
Customer/Member
Loyalist
Advocate
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACY
• Generic and Brand Paid Search & Search Engine Marketing (SEM)
• Email Campaigns• Landing Pages• Webinars• Special Offers• Workshops• Retargeting• Content Personalization• Product Recommendations
• Loyalty Program• Discount• Customer Support• Special Offers
• Search Engine (SEO)• Social Media• Web Site Advertising
ACQUISITION
The Digital Marketing Funnel
12
Every approach act on a different stage of the funnel
Consumer LifecycleCommunity Business ActionLEAD
PROSPECT
CUSTOMER
RETENTION
CONVERSION
NURTURE
Public
Friend/Fan/Follower
Subscriber
Customer/Member
Loyalist
Advocate
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACY
• Generic and Brand Paid Search & Search Engine Marketing (SEM)
• Email Campaigns• Landing Pages• Webinars• Special Offers• Workshops• Retargeting• Content Personalization• Product Recommendations
• Loyalty Program• Discount• Customer Support• Special Offers
• Search Engine (SEO)• Social Media• Web Site Advertising
ACTIVATION
$
The Digital Marketing Funnel
13
Every approach act on a different stage of the funnel
Consumer LifecycleCommunity Business ActionLEAD
PROSPECT
CUSTOMER
RETENTION
CONVERSION
NURTURE
Public
Friend/Fan/Follower
Subscriber
Customer/Member
Loyalist
Advocate
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACY
• Generic and Brand Paid Search & Search Engine Marketing (SEM)
• Email Campaigns• Landing Pages• Webinars• Special Offers• Workshops• Retargeting• Content Personalization• Product Recommendations
• Loyalty Program• Discount• Customer Support• Special Offers
• Search Engine (SEO)• Social Media• Web Site Advertising
MONETIZATION
$$$$
Set Your GoalLet’s assume that our primary goal is the monetization
Consumer Lifecycle Business Action
RETENTION
CONVERSION
NURTURE
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACY
• Generic and Brand Paid Search & Search Engine Marketing (SEM)
• Email Campaigns• Landing Pages• Webinars• Special Offers• Workshops• Retargeting• Content Personalization• Product Recommendations
• Loyalty Program• Discount• Customer Support• Special Offers
• Search Engine (SEO)• Social Media• Web Site Advertising
LEAD
PROSPECT
Public
Target Audience
Community
CUSTOMER
Customer/Member
Loyalist
Advocate
Friend/Fan/Follower
Subscriber
MONETIZATION
$$$$
14
B2B
B2C
Set Your Goal We use the monetization approach to start a foundation project: the starting point of the optimization path of our conversion funnel
Target Audience Marketing ActionsWebinarLive EventDirect Email Campaigns
Loyalty CampaignsDiscount CampaignsDirect Email Campaigns
Contacts
Measure
Interactions
Incentivize
Customer Contact Center
Retargeting
Customer Journey
CUSTOMER
Customer/Member
Loyalist
Advocate
15
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