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NAED AdVenture Marketing Conference @LoisKelly
Marketingin Surprising Times
Reframe Love 4 competencies
Digital Marketing Social Media Customer Relationship Marketing Mobile MarketingMarketing Analytics
Digital Marketing BUSINESSSocial Media BUSINESSCustomer Relationship Marketing Mobile Marketing BUSINESSBUSINESS Marketing Analytics
BUSINESS
YOU ARE A SOFTWARE COMPANY
Who isn’t a customer service and technology company?
+
Plucky Players Business Attractors
Limping Laggards
-
Inventive Introverts
+
Service
Technology
How can digital earn more customer love?
Love creates word of mouth, still #1 in marketing
Preference = increased market share, profitability
How can we increase how much existing customers prefer us?How can we increase the number of customers who prefer us?
How does this digital marketing/business approach earn customers’ love and preference?
I trust those guys more than anyone
else.
They make my life so easy.
Makes you love them more Makes you love them less
Knows what I need and like
Genuinely cares about my well being
Provides unexpected thoughtfulness
Drops everything if I need help
“Gets” me
Always provides honest advice
Has my back – always
Surprises me with unexpected “gifts’
Boring
One way conversations
Doesn’t follow through on promises
Not calling when running late
Gives me a different version of what I wanted
Not totally trustworthy
Faking the love
Self-absorbed
12
Which of these competencies do B2B marketers need?
Strategist Scientist Activist Artist
B2B marketing competencies for digital age
Strategist Scientist Activist Artist
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PreferenceCustomer experienceRight measuresUse data insights
Systems/AppsAnalyticsPersuasion science
Customer firstTribe buildingSocial proofShakes awake
Info designNew platformsCuratorVisual/Video
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Strategist
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Strategist
netpromoter.com
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Strategist
What is the goal? What behavior are you trying to effect?
http://bigthink.com/experts/jason-hreha
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Strategist
What digital competencies do we need to develop?What are easy, inexpensive ways to learn?
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Scientist
Leaders in using data-driven marketing analytics:
3X more likely than laggards to achieve competitive advantage in customer engagement/loyalty (74% vs. 24%)
3X times more likely to have increased revenues (55% vs. 20%).
MobileData analytics
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Scientist
Master Google Analytics
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Scientist
Use systems and platforms developed to work together
Easy: access templates, maintain, find developers/designers
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Scientist
Apply persuasion science principles to your marketing
Chunked information helps people make decisions.
Social proof provides big bump in adoption.
People act more on offers with specific, short-term deadlines.
Using a person’s first name increases response rates.
People determine value by making comparisons.
Ordering options from high to low price is most effective.
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Scientist
Use technology to analyze your communications style
http://www.ibm.com/smarterplanet/us/en/ibmwatson/developercloud/tone-analyzer.html
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Scientist
Use technology to analyze your communications style
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Activist
Advocate for your customer
What would REALLY make a difference?(What’s holding us back from NOT doing that?)
What do we need to DO for our customers?(Vs. marketing to our customers)
Will they LOVE it so much that they talk about it?
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Activist
Advocate for your customerHow do THEY want to work with YOU using digital?
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Everyone communicates.
Activist
WOW! These guys are amazing.
They_______________
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Activist
What might happen if we thought about creating a fellowship vs. a customer base?
Social ratings; products, apps
Ratings: service
providers in adjacent
spaces
Appreciation and
recognition: LinkedIn
endorsements, social media
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Activist
To get more interest, be more interesting
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Activist
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Artist
Ban the bland, “stock” sameness, no personality
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Artist
Design customer experiences: information, design, offerings
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Artist
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Artist
Use more photos, infographcs, video:
www.canva.com
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Artist
Use more photos, infographcs, video:
Vidoelicious.com
Animoto.com
Artist
Curate the most useful, relevant apps
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You are a technology company
Winning digital strategy = customer preference
Strategist, Scientist, Activist, Artist
Ride the elephant
