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ConnectHow to Use Data and Experience Marketing to Create Lifetime Customers
Presented By // Lars Birkholm Petersen@LarsBirkholm
Digital Marketing Conference, November 21st, 2014
Buying my iPhone 6
Dis-Engaged
Dis-Nurtured
… not a content problem
The Problem?
http://digitalconference.ru/placehttp://digitalconference.ru/place
Marketing through a keyhole creates dis-connected customer experiences
“Great Customer Experiences are relevant, timely, valuable and helps the customer through all interactions with your organization, based on their in the moment specific needs.”.
The Steps Towards Creating Lifetime Customers
Digital Marketing
Experience Marketing
Brand Experience
Source: Sitecore Customer Experience Maturity Assessment, Benchmark 2013
Source: Sitecore Customer Experience Maturity Assessment, Benchmark 2013
Getting started with Experience Marketing
Experience Marketing
Collect and Connect data to Establish Single
View of Each Contact
Align objectives, strategies and
tactics
Provide real-time contextualized
experiences that supports
customer needs
Know what you are optimizing for
The holy grail – your customer!
Don’t ask for a marriage on the first date
Get them interested
Be relevant
Relevancy leads to trust (fall in love)
Complete desired goal / task(!)
“Eat the elephant one bite at a time!”
Michael O’Leary Ryanair
“EasyJet has wiped the floor with us, with the website and modest customer [service] improvements” Mr O’Leary said on Thursday, as he launched 12 new routes from Stansted.
“We can learn from the bits they have done well”
The TelegraphFriday 29, November 2013
Increased Conversions by 150%
Average conversion lift by using personalization
Source: The Realities of Online Personalization, eConsultancy April 2013
Get started now!
1. Walk in the shoes of your customers, what areyour dis-connected experiences?
2. Get started with the quick wins
3. Reframe your organizational strategic approach
4. Marketing and IT working together are key for long term success
This is just the beginning…
