Date post: | 14-Jul-2015 |
Category: |
Marketing |
Upload: | gus-murray |
View: | 182 times |
Download: | 2 times |
350 specialists Located in 10 countries:
Denmark, Sweden, Austria, Germany, Bulgaria, Moldova, Ukraine, Brazil, US and Vietnam
What you’re in for today:
01 What is Data-Driven Marketing? 02 Strategy 03 Objectives 04 Action 05 Inspiration
# S M W P R O P E O P L E
“If you live in Chicago, Amazon doesn’t have to know it’s snowing,
but they know you’re neighbour just bought a shovel and eight
pounds of salt” - Russel Glass, The Big Data-Driven Business
What would your marketing look like if your customers signed your
paycheque? - Ann Handley, Marketing Profs
THE MODERN DAY MARKETER - DR JEKYLL AND MR HYDE
PART ARTIST
PART SCIENTIST
# S M W P R O P E O P L E
WRITTEN CONTENT
PERFORMANCE TRACKING
VISUAL ASSETS
SOCIAL MEDIA
EMAIL MARKETING
OPERATIONS
ANALYTICS
CAMPAIGN PERFORMANCE
# S M W P R O P E O P L E
BUY
EXPERIENCE ADVOCATE
CONSIDER
BOND
EVALUATE Consideration
Loyalty
Bonding
Post-Purchase Experience
Purchase
Evaluation
“You need to understand who these people are in the business world, and where they are in that
buying process. If they’re very early, you don’t want to serve them
messages or content low in the funnel.”
- Russell Glass, Head of B2B product for LinkedIn
OBSTACLES ARE THOSE FRIGHTFUL THINGS YOU SEEWHEN YOU TAKE YOUR EYES OFF YOUR GOAL.
#2 Build your Strategy - Action Plan
THE POTENTIAL POSITIVE IMPACT ON THE USER’S EXPERIENCE
CUSTOMER EXPERIENCE
OPPORTUNITY
# S M W P R O P E O P L E
REVENUE
EXPENDITURE
METHODOLOGY: C.O.R.E.
AMOUNT OF USERS AFFECTED
CUSTOMER EXPERIENCE
OPPORTUNITY
# S M W P R O P E O P L E
REVENUE
EXPENDITURE
METHODOLOGY: C.O.R.E.
THE POTENTIAL FOR THE IDEA TO IMPACT REVENUE
CUSTOMER EXPERIENCE
OPPORTUNITY
# S M W P R O P E O P L E
REVENUE
EXPENDITURE
METHODOLOGY: C.O.R.E.
THE COST AND THE SPEED WITH WHICH IT COULD BE IMPLEMENTED
CUSTOMER EXPERIENCE
OPPORTUNITY
# S M W P R O P E O P L E
REVENUE
EXPENDITURE
METHODOLOGY: C.O.R.E.
# S M W P R O P E O P L E
COMMUNITY FORUM POST 99 NEW & 48 REPEAT SALES
1 BLOG POST 90 NEW & 63 REPEAT SALES
TRADITIONAL EARNED MEDIA 894 NEW SALES & 403 REPEAT SALES
# S M W P R O P E O P L E
COMMUNITY POSTS HAD AN EVEN STRONGER INFLUENCE ON BLOG POSTS
BLOG POSTS HAD AN INFLUENCE ON TRADITIONAL MEDIA COVERAGE
SALES WERE BEING PRIMARILY DRIVEN BY COMMUNITY ACTIVITY
“We must move from numbers keeping score to numbers driving
actions.” - David Walmsley, Marks and Spencer