Experience Marketing. Or how to attract and keep customers for life. Mark Floisand VP Product Marketing Sitecore Corporation

Transcription

1 Experience Marketing Or how to attract and keep customers for life Mark Floisand VP Product Marketing Sitecore Corporation

2 What is Experience Marketing? Experience marketing is a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand Consumer engagement is the ultimate point in which a brand and a consumer connect in order to offer a true experience related to the brand's core values. It is a long term connection that must be enhanced over time. Source: Wikipedia 2015

3 Commodity Goods Service Experience 2-3 cents / cup 5-25 cents / cup $ / cup $4-8 / cup

4 The Customer experience is the totality of a customer's interactions with a company or brand. Source: Digital Clarity Group 2014

5 By 2016, 89% of companies believe that customer experience will be their primary basis for competition. Source: Gartner Research Predicts 2015: Digital Marketers Will Monetize Disruptive Forces

6 Growth is #1 Strategic Business priority Gartner CEO Study shows Growth is 3X more important than cost management

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10 Marketing Complexity is holding your teams back

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12 Only 7% of customers expectations are surpassed Source: 2015 CMS Wire Source: CMS Wire 2015

13 Experience makes or breaks a brand. The brands able to provide the best experiences will prevail.

14 Marketing technology prioritization shows investment in end-to-end digital customer experiences Source: Gartner CEO Survey 2014

15 Know every Customer Collect Every Experience

16 Explicit Info Implicit Info First Name Last Name Address City Zip Age Gender Mobile # Bargain hunter Likes orange Compares options Facebook user Prefers Bing Movie-goer No kids Loves New York Mobile type Interested in China

17 Problem: Customer data is spread all across your organization CRM Social Media POS Apps Website Customer Service

18 It needs to be re-unified, to really know your customers CRM Social Media POS Apps Website Customer Service

19 Deploy an Experience Database to collect and connect all visitor data CRM Social Media POS xdb Apps Website Customer Service

20 Ensure you have a single view of your customer

21 Shape Every Experience

22 Create and target dynamic segments

23 Simulate personalizations to avoid risk

24 Deliver personalized, automated messaging

25 Optimize Every Experience 25

26 Optimize everything, across every touchpoint

27 Test everything that goes out to customers

28 Analyze Every Experience 28

29 Analyze what s working, with whom, and where

30 Plot the journey around the marketing cycle Across each person s personal timeline 30

31 Awareness: Needs, Solutions, Brands Boredom Indifference Indifference Indifference Honeymoon Zero Awareness Consideration Purchase Primary channels Traditional media: TV, radio, cinema Outdoor Organic search / advertising 3 rd party websites Social channels Word of mouth Subject matter Holiday ideas Mini-breaks Seasonal destinations Conferences Destinations Buy 31

32 Consideration: Weighing up options Boredom Zero Awareness Primary channels Hotel websites Crowd-sourced review sites Booking sites Social media feedback Indifference Indifference Indifference Consideration Activities Browsing destinations Looking at hotel rooms Reading 3 rd party reviews Honeymoon Buy Purchase Subject Matter Personal preferences 3 rd party validation (Consumer Reports, TripAdvisor) Hotel reputation Customer service Facilities 32

33 Purchase: Decision Time Boredom Zero Awareness Primary channels Hotel websites Booking agency sites Airline sites ecommerce sites Indifference Indifference Indifference Consideration Activities Making reservations Paying up Honeymoon Buy Purchase Subject Matter Special offers Upgrades Activities during stay Rewards & awards 33

34 Honeymoon: How long can it last? Boredom Zero Awareness Primary channels Members/club sites Awards sites Indifference Indifference Indifference Consideration Activities Planning Packing Travel Honeymoon Buy Purchase Subject Matter Welcome packs Planning tips Reminders, countdowns Offers for stay duration Daily newsletters Daily activities, summaries, attainments 34

35 Indifference: Once it s all worn off Boredom Indifference Indifference Indifference Honeymoon Zero Buy Awareness Consideration Purchase Primary channels Social sites Members/club sites Activities Remembering Recollecting Subject Matter Follow-ups, surveys Photo albums Highlights Hotel/resort updates Other guest news New amenities 35

36 Boredom: Ready to start looking around Boredom Zero Awareness Primary channels Triggered Social sites Membership/award sites Indifference Indifference Indifference Honeymoon Consideration Purchase Activities Prompting, pre-empting Nurturing into next cycle Subject Matter New rooms, facilities Seasonal promotion Favored/prior guest offers Invitation to early access Reminders of time since last there Buy 36

37 Do this for each and every Individual s experiences

38 Use technology to automate the delivery of these unique experiences 38

39 There are a variety of Experience Marketing tools now available to your teams

40 Assess what your digital maturity is today

41 Invest in an Experience Platform Personalize messaging across all channels. Manage content, information and assets. Analyze, get insight, make decisions and automate. Collect and Connect actionable customer data. Integrate with business systems or other sources.

42 Sitecore Helping you attract and keep customers for life 42