Post on 19-Jun-2015
description
Making digital experience payBuilding engagement through design
GREG OLSONSr. Director, Customer Lifecycle Management
@NortonOnline
GLEN DRUMMONDChief Innovation Officer
@gdrummond @Quarry
The Norton business
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What does it mean to be a modern marketer?
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Norton’s historic creative strategy
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KPI: Retention
1%
INCREASE INRETENTION
$15M
NET REVENUECOMPOUNDED ANNUALLY
=
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Measurement and results
• Controlled experiment
• Intercept of abandon path
• 2.69% reduction in abandons
• Impact of $1.5MM recurring annual revenue
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The question: What if?
Self-fulfillment needs
Psychological needs
Basic needs
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Self-actualization:
Achieving one’s full potential, including
creative activitiesEsteem needs:
Prestige and feeling of accomplishment
Belongingness and love needs:Intimate relationships, friends
Safety needs: Security, safety
Physiological needs:Food, water, warmth, rest
Framing the initiativeIn the hands of a cybercriminal, a computer is a weapon
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The insight: We live online
Source: www.Go-Globe.com
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The metaphor: A frequent flyer lounge
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The metaphor
• Make customers feel like they are being treated as the exception to the rule
• Emphasize “recognition” as opposed to “rewards”
• Recognize status as valued customers, without making any assumptions about “loyalty”
• Personalize what is often impersonal; humanize what is often technical
• Tailor the browsing experience to the device of choice
• Cultivate the impression of a “premium” brand experience through the aesthetics of the site
Think frequent flyer lounge
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The visual themePeople well equipped to live life full on, full out
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Profiles
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Digital Adventurers
Exclusive offers
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Exclusive content
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Living well online
Exclusive content
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“Digitally speaking” blog
Brand engagement through digital experience design
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Inspiring a corporate rebrand
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Questions& Answers
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Thank you
GREG OLSONSr. Dir., Customer Lifecycle ManagementSymantec
GLEN DRUMMONDChief Innovation OfficerQuarry
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