Get Both Sides of the Brain in Gear for 2014 - Webinar 30th Jan 2014
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Transcript of Get Both Sides of the Brain in Gear for 2014 - Webinar 30th Jan 2014
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Always connected
WITH AN amplified VOICE
HIGHLY OPINIONATED
ON THE MOVE
….47% of the responsibility this customer experience management lies with sales and marketing functions
We are entering the age of the empowered customer …
Always on
Aberdeen Group, 2013
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Samuel WilliamsManaging Partner
Ken BrickleyCEO
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aamplify.co.nz 4
THE INTERNET OF EVERYTHING…
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aamplify.co.nz 5
WEB 1.0 - INFORMATION
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aamplify.co.nz 6
WEB 2.0 - PEOPLE
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aamplify.co.nz 7
WEB 3.0 DEVICES
iPhone Photography Awards 2013: You Will Not Believe These Amazing Photos Were Taken With A Smart Phone
Huffington Post, 2013
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aamplify.co.nz 8
62% of Doctors use a tablet device
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aamplify.co.nz 9
Corning: A Day Made of Glasshttp://youtu.be/6Cf7IL_eZ38
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aamplify.co.nz 10Mercedes Benz Print Ad
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aamplify.co.nz 11
UNPRECEDENTEDAMOUNTS OF DATA
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aamplify.co.nz 12
UNDERSTAND CONNECTIONS
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NEXUS OFTOUCHPOINTSWITHBUYERS.
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The buyer considersan initial set of brands,based on brand perceptionsand exposure to recent touch points.
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
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Buyers add or subtractbrands as they evaluatewhat they want...
Ultimately, the buyerselects a brand at the moment of purchase.
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After purchasing a product or service, the buyer builds expectations based on experience to inform the next decision journey.
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UNDERSTAND YOUR BUYERS JOURNEY
Image: stuckincustoms.com
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HOW HEDECIDED TO…
Image: stuckincustoms.com
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Image: stuckincustoms.com
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DESIGN YOUR INTERACTION
http://www.google.com/think/tools/customer-journey-to-online-purchase.html
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ALIENATED
ORENGAGED?
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2013 STUDY BY TNS
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B2B BRANDS ARE THE NEW EDUCATORS
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THE EMOTION IS ABOUT… • ACHIEVEMENT• SUCCESS• ASPIRATION
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1.773 BILLION REACH
• FUN• DISTRACTION • NOSTALGIA
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AS CONSUMERS WE ARE SATURATED
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I’M PICKING & CHOOSING USING SOCIAL & BRAND FILTERS
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VISUAL SPEAK IS THE NEW NORMAL
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VISUAL SPEAK IS THE NEW NORMAL
5 VINE TWEETS SENT EVERY SECOND
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15 MONTHS500 MILLION MATCHES
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ONE MINUTEOF VIDEOEQUALS1.8 MILLION WORDS
http://youtu.be/BWAK0J8Uhzk
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WHAT CAN VIDEO COMMUNICATE IN 60 SECONDS?
THAT CAN CHANGE YOUR PERSPECTIVE AND TEACH YOU SOMETHING NEW?
http://youtu.be/BJSjbttGaVM
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VIEWERSRETAIN95% OF THE MESSAGE IN A VIDEO
http://youtu.be/BJSjbttGaVM
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40% WILL SHARE A VIDEO
http://youtu.be/I03UmJbK0lA
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4040
53% MORE LIKELY TO BE ON PAGE ONE
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60% OF THE SALES PROCESS HAPPENS
BEFORE TALKING TO A
SALESPERSON
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YOUR ROLE AS A MARKETER
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PERSONALISEDLOCATION BASEDCONTENT.
Corning: A Day Made of Glasshttp://youtu.be/6Cf7IL_eZ38
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http://www.google.com/think/research-studies/2012-zmot-handbook.html
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aamplify.co.nz 45
USING TECHNOLOGY TO LEVARAGE THE LOYALTY LOOP
Corning: A Day Made of Glasshttp://youtu.be/6Cf7IL_eZ38
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RIGHT BRAIN
1. Really understand your buyers journey – the qualitative aspects of it
2. Build “fit for purpose” content – appropriate and tailored and emotionally connected
3. Think about smart ways to use video. One size does not fit all
Build your Marketing plans around these changed paradigms
RECOMMENDATIONS
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230 logos slide
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1) PIPELINE ATTRIBUTION, SCORING & CONTEXTUAL PRICING
2) MARKETING BUDGETS INCREASING
FOR ROI-DRIVEN INITIATIVES
3) OFFLINE / ONLINE ROI MEASUREMENTS
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How – org 1. Organizational
Leadership
Picking well defined owners of ROI, not just a list of marketing tasks that need to be done.
HOW
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2. Choose your battles.
Pick the right technology and the right measurements for your business.
Plan your campaigns with measurement in mind.
HOW
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HOW
Marketo Definitive Guide to Marketing Metrics & Analytics
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Build it into the FY plan now.
Then execute one step at a time.
HOW
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Keep it narrowed to:
A. Increasing marginB. Increasing volumeC. Making that moment
of truth better for each customer
3. LEADERSHIPHOW
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Under the hood1. Attributio
n2. Scoring3. Pricing
2014
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ATTRIBUTION
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ATTRIBUTION
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ATTRIBUTION
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ATTRIBUTION
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SCORING
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Scorecard
SCORING
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SCORING
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Commercial MarineInsurance Specialists
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68
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69
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Funnel
Appropriate interactionsMeaning Nurturing
Goal: Transactional content
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