Digital Growth Conference 18:

Transcription

1 Digital Growth Conference 18: Digital Marketing To Create Profitable Customer Journeys John Alexander Rowley Head of Digital Marketing, Thorntons #DGPConf18

2 Digital Marketing To Create Profitable Customer Journeys. John Alexander Rowley Head of Digital Marketing,

3 Hello! I m John. Over 15 years in digital marketing. Specialising in multi-channel customer experiences. Renewable, Financial & Scientific sectors. Head of Digital Marketing for Ecommerce thought leader at

4 About Thorntons. Owned by ( 10b turnover). Also own Ferrero Rocher, Raffaello, nutella, kinder, Tic Tac & more... Thorntons annual turnover 200m. Only ecommerce team in Europe......Blueprint for digital & ecommerce.

5 Question: What s The Point In Digital Marketing?

6 ...To Create Profitable Customer Journeys. I want some smart light bulbs Google TV advert Store visit Cashback Awareness Consideration Conversion Retention Micro-moments

7 What Makes A Great Customer Journey? Customer journey = multiple customer experiences Suitable and personal experiences All relevant touchpoints considered Progressive and timely messaging

8 5 Steps To Creating Great Customer Experiences Know Your Audiences Use The Right Channels Support Your Shoppers Surprise And Delight Understand Performance

9 1 Knowing Your Audience

10 Knowing Your Audience: Segments and Personas. Demographic - 30 to 40 yrs - Has children - Female Hannah 35, Female, 2x daughters Regularly hires cocktail dresses I need to try things on before I buy Behaviour - Retired - Radio 4 listener - Home owner Tina 65, Female, Retired sketch artist Regularly buys confectionary I m confused by modern technology Attitude - Non-religious - Voted Labour - Technophobe Pete 44, Male, Taxi driver, Political Regularly researches car parts I m not giving my personal data away!

11 Knowing Your Audience: Audience Preferences. Heritage 3 for 2 - Affiliates - Cashback 50% off Social Black Friday Black Friday Black Friday Paid Display ads Shopping Text ads

12 Knowing Your Audience: Personalisation. Individual Name Location Gender Segment Affluence Genre preference Brand sentiment Behaviour Browse history Purchase history Watched shows

13 2 Using The Right Marketing Channels

14 Using The Right Marketing Channels: Inbound Marketing. Paid Search Organic Search & Content Affiliates & Partnerships

15 Using The Right Marketing Channels: Outbound Marketing. Marketing Social Media Direct Mail

16 Using The Right Marketing Channels: Seamless Experiences. Showrooming Webrooming 66% of millennials said they showroomed regularly. 57% decline in footfall over last 5 years, but average order value tripled.

17 3 Supporting Shopper Journeys

18 Supporting Shopper Journeys: UX vs UI vs Usability. User Experience Overall satisfaction of their online experience OSAT Score User Interface How users interact with the website % Users Searching Usability How easily users interact with the page % search completions Google

19 Supporting Shopper Journeys: Usability Considerations. Interaction design Functionality Information architecture Eg. Form success Visual design Eg. Colours Eg. Comparison Copy & typography Eg. Headings Eg. Menu & URLs EASY Eg. Video reviews} Content strategy

20 Supporting Shopper Journeys: CVR Optimisation. A/B/C Tests (1 * 3 = 3 outcomes) Multivariate Tests (2*2*2*2*2*2*2 = 128 outcomes) Option A 25% Off All 2018 Snowboards - Celebrate Winter.AD. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation iphone X From Just Boxing Day Offers.AD. Get money off your bill every month for the rest of your contract in our January Sale. Find out more about our incredible January deals and shop online. Mens snowboards Womens snowboards Black Friday Deals Free Gifts Available Apple iphone X 64 Samsung Galaxy 9 Nokia Windows Lumia 4.2 Option B Free Gift When You Spend Celebrate Winter.AD. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation Save 100 On The Latest iphone X - Boxing Day Offers.AD. iphone X features a new all-screen design. Face ID, which makes your face your password. And the most powerful and smartest chip ever in an iphone. Mens snowboards Womens snowboards Black Friday Deals Free Gifts Available Introducing iphone X Upgrade Today January Offers Other Apple Devices Option C Next-Day Delivery On All Orders - Celebrate Winter.AD. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation. Mens snowboards Womens snowboards Black Friday Deals Free Gifts Available

21 4 Surprising And Delighting Customers

22 Surprising And Delighting Customers: End-To-End Delighting. Awareness & Consideration Conversion Retention Pre-purchase During purchase Post-purchase Product information Delivery options Free gift in dispatch Event reminders Painless checkout Handwritten Thank You notes Retweeting brand advocates Personal assistant Concierge service

23 Surprising And Delighting Customers: Adding A Personal Touch. I need to try things on before I buy Free Next-Day delivery Hassle-free returns Money taken after 28 days I m confused by modern technology Simplified interface Support & journey guidance Mail Order options I m not giving my personal data away! Security Guarantees Guest Checkout Minimal data capture

24 Surprising And Delighting Customers: What s The Point? A Thank You can do more to earn your customers long-term trust than any coupon or discount! Claimed Thorntons Reviews (112) - Bad Claimed Thorntons Reviews (776) - Great 4.6% increase in CVR for products with 50+ reviews. (Revoo) 63% consumers more likely to purchase from a site which has user reviews. (iperceptions)

25 5 Understanding Performance

26 Understanding Performance: Attribution Modelling. Google TV advert Store visit Cashback Last click First click Time Decay Position Investing correcting = Improved profitability

27 Understanding Performance: Quantitative Research. First-Party Data Third-Party Data Consumer Surveys Audience data Behavioural data Commercial data Consumer & mosaic data Competitor data Industry data Post-purchase Selective audience Competitor sets

28 Understanding Performance: Qualitative Research. Consumer s Experience Videos Understand Pain-Points Eliminate, Grow and Repeat Pick your persona Select their mission Watch their experience Photography opinions Interface interactions Conversion killers Views of key audiences Cater to their needs Continuous improvement

29 To summarise...

30 Profitable & Great Customer Journeys Require: Right place Right person Right time Invest wisely Know Your Audiences Use The Right Channels Support Your Shoppers Surprise And Delight + 5 Understand Performance

31 What s the next step in your profitable customer journey? Thank