The new battleground… The secret to customer engagement and prospect engagement. Findings of a marketing study revealed
James Skellington Strategic Automation Consultant Formerly with hair and of: • Google • Agencies • Force24 “People make technology valuable.” linkedin.com/in/jamesskellington
The modern marketeer
“I didn’t become a marketeer for the boring bits” Adam Oldfield Force24
The new battleground… The new battleground… To create highly personalised, contextual experiences at both digital and human touchpoints.
Customers are zoning out
The new battleground… The problem… Most marketeers are using, largely, the same tools and metrics in a more demanding and more challenging environment
Measurement
Vanity metrics
The new battleground… And the biggest brands in the world have started to recognize the power of personalisation…
The new battleground… Two components of personalization: • Triggering – when to send • Personalisation – what to send
“You can make more friends in two months by becoming interested in people than you can in two years by trying to get other people interested in you” Dale Carnegie How to Win Friends and Influence People
Quality vs Quantity
Trust, relevance, choice
The new battleground… A quick look at our unique insight… A behind the scenes glimpse into the engagement behavior of over 15 million UK consumers
The new battleground… One we can all relate to… booking a holiday!
Travel
Pre-booking in detail – High value (B2C retail)
Communicating your point
The new battleground… A few more industries…
Low value consumer (B2C retail)
Contracted services
B2B mid-high value product purchases
Person vs Persona
One to one communication
Email is bait!
The human argument
Lead scoring
One story – in the moment marketing
Connected by actions and audiences
The new battleground… Starting the change
The new battleground… 1. Cleanse your data 9 Tips every 2. Segment and personalise where you can business can 3. Campaigns - not mail shots follow 4. Measurement - what does success look like 5. Ask questions 6. Listen! 7. Humanise 8. Education never selling 9. Tell a story - one chapter at a time
The new battleground… Thank you. James Skellington Strategic Automation Consultant James.Skellington@Force24.co.uk +44 7860 530 997
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