Alessandro Lavazzi. Design for Customer Engagement Constructing the Composable Enterprise for your Digital Marketing Strategy

Transcription

1 Alessandro Lavazzi Design for Customer Engagement Constructing the Composable Enterprise for your Digital Marketing Strategy 1

2 About the Speaker Alessandro Lavazzi Customer Engagement Practice Manager I 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. Alessandro.Lavazzi@techedgegroup.com

3 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

4 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

5 Episode 1 Digital Marketing Strategy Set Up Your Digital Marketing Strategy Is my Marketing Funnel Digital?

6 How to setup your Digital Marketing Strategy? How to translate the Customer Journey into an effective Digital Marketing Strategy? How to select the right Digital Marketing Building Blocks? 6

7 The Marketing Funnel Do I have to build in some way a so-called FUNNEL? Customer Funnel Marketing Funnel Sales Funnel Conversion Funnel Purchase Funnel LEADS LEADS BUSINESS LEADS $ $ $ 7

8 The Marketing Funnel If you have a business and you have customers, then you already have some type of funnel Acquire new prospects and leads Convert those leads into buyers Get those buyers to buy more or buy more often Loss of consumers The goal is to digitalize and optimize your funnel in order to increase conversions and revenue 8

9 The Digital Marketing Funnel Community Consumer Lifecycle Business Action LEAD CONVERSION Public AWARENESS Generic and Brand Paid Search & Search Engine Marketing (SEM) Search Engine (SEO) Social Media Web Site Advertising PROSPECT CONSIDERATION NURTURE Friend/Fan/Follower Subscriber CUSTOMER Customer/Member PREFERENCE PURCHASE Campaigns Landing Pages Webinars Workshops Retargeting Content Personalization Product Recommendations Loyalist Advocate LOYALTY ADVOCACY RETENTION Loyalty Program Discount Customer Support 9

10 The Digital Marketing Funnel There are different approaches to start the digitalization process of your funnel, depending on your goal ACQUISITION $ ACTIVATION $ $ $ $ MONETIZATION Acquire new prospects and customers Convert prospects (or inactive buyers) into recent buyers Generate revenue from active buyers and indoctrinated subscribers 10

11 The Digital Marketing Funnel Every approach act on a different stage of the funnel Community Consumer Lifecycle Business Action LEAD CONVERSION ACQUISITION Public AWARENESS Generic and Brand Paid Search & Search Engine Marketing (SEM) Search Engine (SEO) Social Media Web Site Advertising PROSPECT CONSIDERATION NURTURE Friend/Fan/Follower Subscriber CUSTOMER Customer/Member PREFERENCE PURCHASE Campaigns Landing Pages Webinars Workshops Retargeting Content Personalization Product Recommendations Loyalist Advocate LOYALTY ADVOCACY RETENTION Loyalty Program Discount Customer Support 11

12 The Digital Marketing Funnel Every approach act on a different stage of the funnel Community Consumer Lifecycle Business Action LEAD CONVERSION Public AWARENESS Generic and Brand Paid Search & Search Engine Marketing (SEM) Search Engine (SEO) Social Media Web Site Advertising PROSPECT CONSIDERATION NURTURE Friend/Fan/Follower Subscriber CUSTOMER Customer/Member PREFERENCE PURCHASE Campaigns Landing Pages Webinars Workshops Retargeting Content Personalization Product Recommendations $ ACTIVATION Loyalist Advocate LOYALTY ADVOCACY RETENTION Loyalty Program Discount Customer Support 12

13 The Digital Marketing Funnel Every approach act on a different stage of the funnel Community Consumer Lifecycle Business Action LEAD CONVERSION Public AWARENESS Generic and Brand Paid Search & Search Engine Marketing (SEM) Search Engine (SEO) Social Media Web Site Advertising PROSPECT CONSIDERATION NURTURE Friend/Fan/Follower Subscriber CUSTOMER Customer/Member PREFERENCE PURCHASE Campaigns Landing Pages Webinars Workshops Retargeting Content Personalization Product Recommendations $ $ $ $ Loyalist Advocate LOYALTY ADVOCACY RETENTION Loyalty Program Discount Customer Support MONETIZATION 13

14 Set Your Goal Let s assume that our primary goal is the monetization Community Consumer Lifecycle Business Action LEAD CONVERSION Public AWARENESS Generic and Brand Paid Search & Search Engine Marketing (SEM) Search Engine (SEO) Social Media Web Site Advertising PROSPECT Friend/Fan/Follower Subscriber CUSTOMER Customer/Member $ $ $ $ MONETIZATION CONSIDERATION Target Audience PREFERENCE PURCHASE NURTURE Campaigns Landing Pages Webinars Workshops Retargeting Content Personalization Product Recommendations Loyalist Advocate LOYALTY ADVOCACY RETENTION Loyalty Program Discount Customer Support 14

15 Set Your Goal We use the monetization approach to start a foundation project: the starting point of the optimization path of our conversion funnel Incentivize Target Audience Marketing Actions Measure CUSTOMER Customer/Member Loyalist Advocate Contacts Interactions B2B B2C Customer Contact Center Webinar Live Event Direct Campaigns Loyalty Campaigns Discount Campaigns Direct Campaigns Customer Journey Retargeting 15

16 This document and the information contained herein are proprietary to Techedge. This document, either in whole on in part, may not be reproduced in any form or by any means without Techedge s prior written permission. Any third-party names, trademarks and copyrights contained in this document are the property of their respective owners. Copyright 2016 Techedge All Rights Reserved. techedgegroup.com