Digital marketing is dead, long live experience marketing
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Transcript of Digital marketing is dead, long live experience marketing
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Presented By // Lars Birkholm Petersen
@LarsBirkholm
May 14th 2015
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Digital marketing anno 2015
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Buying my iPhone 6
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Dis-Engaged
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Dis-Nurtured
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… not a content problem
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We Live in The Age of the (Connected) Customer
Source: Forrester Research, Inc.
1900
Age of Manufacturing
Mass manufacturing
makes industrial
powerhouses successful
1960
Age of Distribution
Global connections and
transportation systems
make distribution key
1990
Age of Information
Connected PCs and supply
chains mean those that
control information flow
dominate
2010
Age of the Customer
Empowered buyers
(regardless of whether it’s
b2b or b2c) demand a
new level of customer
obsession
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It’s already happening
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The Steps Towards Creating Lifetime Customers
Digital Marketing
Experience Marketing
Brand Experience
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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
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≠ Your Business ObjectiveLikes ≠ Email Opens ≠ Visits ≠ App Downloads
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Know what you are optimizing for
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The holy grail – your customer!
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Map content to journeys and customer intent
Discover Research
JamesFamily Car Buyer
Touch points: Touch points:
Intent: Intent:
How can Intent be revealed: How can Intent be revealed:
Their Objective: Their Objective:
Our Objective: Our Objective:
Persuasive Content Needed: Persuasive Content Needed:
EricaBusiness Leaser
Touch points: Touch points:
Intent: Intent:
How can Intent be revealed: How can Intent be revealed:
Their Objective: Their Objective:
Our Objective: Our Objective:
Persuasive Content Needed: Persuasive Content Needed:
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- Geo Location
- Campaigns
- PPC, Display, Emails etc.
- Referrals
- Onsite Behavior
Good places to start for personalization of unknown visitors
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Quick Wins
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Average conversion lift by using personalization
Source: The Realities of Online Personalization, eConsultancy April 2013
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Digital Transformation step by step
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Source: Connect How to Use Data and Experience Marketing to Create Lifetime Customers, Wiley 2014
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Source: Connect How to Use Data and Experience Marketing to Create Lifetime Customers, Wiley 2014
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67%18.4%
3.2%1.8%
4.3%0.9%
4.4%
27%
60%
73%
40%
0% 50% 100%
All
Mature
Yes No
Using Testing
28%
47%
72%
53%
0% 50% 100%
All
Mature
Yes No
Using Personalization
31%
51%
69%
49%
0% 50% 100%
All
Mature
Yes No
Using Marketing Automation✔ Executive Commitment
✔ Aligned Objectives
✔ Digital is strategy
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Next Steps
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Layers of Experience Marketing
Connect most used touch points and
optimize the experience based on
the single view
Connect the experience on digital
channels with marketing campaigns
Relevant marketing campaigns according
to customer needs and life cycle stages
Your Customers
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Identify your dis-connected experiences
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Get Started now