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Customer Engagement Marketing:
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A New Strategy for Today’s Economy 5 tips for transitioning into effective customer engagement marketing
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Speaks To The Individual, Not The Masses
Customer Engagement
Marketing
o Segmentation
o Content Personalization
o Recommendations
o The Inclusion of Custom
Database Fields in Email
Copy Convert 360%
Better Than a Generic
Email Message
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Tip #1 One-to-One Personalization Needs to Take Place
Address Emotional Needs Throughout Each Stage of the Customer Journey
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% of Customer Base
Focused on Comfort
Focused on Convenience
Embrace Technology
High Engagement with Brand
10% 40% 35% 15%
Leisure Business Family Special Needs
Persona-Specific
Campaigns
Personalize Communications
Throughout The Journey
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Day 1 Day 5 Day 10 Day 15
Phone Email Mail
Mail + Personalized Video
Phone Mail Email
Leisure
Business
Family
Personalized Video
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Tip #2: Know What Your Buyers Want
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Start by Building Personas
Based On History, Habits, & Preferences
o How are they interacting
with your brand?
o What topics or products
are they engaging with?
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Your company has the best customer service ever! Love the pink color!
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Tip #3: Operate an Integrated, Multichannel
Customer Service Strategy
Data
Analytics
Direct Marketing Contact Center Social eCommerce Fulfillment Creative
Services
Event Management
Customer Engagement Marketing-
An Integrated Process That Combines:
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Create One-to-One
Customer Experiences
at Every Touch Point
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Tip #4: Advance Personalization Using Your Data
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Understanding what customers
have done, what channels they’ve
used, what products they’ve
purchased, and what service
interactions they’ve had, are all
important data sources that can be
used to build predictive models.
Analyze Your Customer Base
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LIKELY
TO RENEW LIKELY TO
CHURN
VS
Tracking Preferences
16 (TNW News Blog)
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Tip #5: Build Loyal Customers
With One-to-one Conversations
74% of online consumers get
frustrated when content is not
personalized to their interests
[Source: Janrain]
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Communications that are
Personal, Relevant, Convenient and Actionable
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Customer
Right
Time
Right
Message
Right
Channel
Right
Personalized
Marketing
Right
Order
Thank you! Read the original article at http://bit.ly/1NNfJNt
www.dialog-direct.com
800.523.5867
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