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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
Samuel WilliamsManaging Partner
Ken BrickleyCEO
aamplify.co.nz 4
THE INTERNET OF EVERYTHING…
aamplify.co.nz 5
WEB 1.0 - INFORMATION
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WEB 2.0 - PEOPLE
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WEB 3.0 DEVICES
iPhone Photography Awards 2013: You Will Not Believe These Amazing Photos Were Taken With A Smart Phone
Huffington Post, 2013
aamplify.co.nz 8
62% of Doctors use a tablet device
aamplify.co.nz 9
Corning: A Day Made of Glasshttp://youtu.be/6Cf7IL_eZ38
aamplify.co.nz 10Mercedes Benz Print Ad
aamplify.co.nz 11
UNPRECEDENTEDAMOUNTS OF DATA
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UNDERSTAND CONNECTIONS
NEXUS OFTOUCHPOINTSWITHBUYERS.
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
Buyers add or subtractbrands as they evaluatewhat they want...
Ultimately, the buyerselects a brand at the moment of purchase.
After purchasing a product or service, the buyer builds expectations based on experience to inform the next decision journey.
UNDERSTAND YOUR BUYERS JOURNEY
Image: stuckincustoms.com
HOW HEDECIDED TO…
Image: stuckincustoms.com
Image: stuckincustoms.com
DESIGN YOUR INTERACTION
http://www.google.com/think/tools/customer-journey-to-online-purchase.html
ALIENATED
ORENGAGED?
2013 STUDY BY TNS
B2B BRANDS ARE THE NEW EDUCATORS
THE EMOTION IS ABOUT… • ACHIEVEMENT• SUCCESS• ASPIRATION
1.773 BILLION REACH
• FUN• DISTRACTION • NOSTALGIA
AS CONSUMERS WE ARE SATURATED
I’M PICKING & CHOOSING USING SOCIAL & BRAND FILTERS
VISUAL SPEAK IS THE NEW NORMAL
VISUAL SPEAK IS THE NEW NORMAL
5 VINE TWEETS SENT EVERY SECOND
15 MONTHS500 MILLION MATCHES
ONE MINUTEOF VIDEOEQUALS1.8 MILLION WORDS
http://youtu.be/BWAK0J8Uhzk
WHAT CAN VIDEO COMMUNICATE IN 60 SECONDS?
THAT CAN CHANGE YOUR PERSPECTIVE AND TEACH YOU SOMETHING NEW?
http://youtu.be/BJSjbttGaVM
VIEWERSRETAIN95% OF THE MESSAGE IN A VIDEO
http://youtu.be/BJSjbttGaVM
40% WILL SHARE A VIDEO
http://youtu.be/I03UmJbK0lA
4040
53% MORE LIKELY TO BE ON PAGE ONE
60% OF THE SALES PROCESS HAPPENS
BEFORE TALKING TO A
SALESPERSON
YOUR ROLE AS A MARKETER
PERSONALISEDLOCATION BASEDCONTENT.
Corning: A Day Made of Glasshttp://youtu.be/6Cf7IL_eZ38
http://www.google.com/think/research-studies/2012-zmot-handbook.html
aamplify.co.nz 45
USING TECHNOLOGY TO LEVARAGE THE LOYALTY LOOP
Corning: A Day Made of Glasshttp://youtu.be/6Cf7IL_eZ38
46
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
230 logos slide
1) PIPELINE ATTRIBUTION, SCORING & CONTEXTUAL PRICING
2) MARKETING BUDGETS INCREASING
FOR ROI-DRIVEN INITIATIVES
3) OFFLINE / ONLINE ROI MEASUREMENTS
How – org 1. Organizational
Leadership
Picking well defined owners of ROI, not just a list of marketing tasks that need to be done.
HOW
2. Choose your battles.
Pick the right technology and the right measurements for your business.
Plan your campaigns with measurement in mind.
HOW
HOW
Marketo Definitive Guide to Marketing Metrics & Analytics
Build it into the FY plan now.
Then execute one step at a time.
HOW
Keep it narrowed to:
A. Increasing marginB. Increasing volumeC. Making that moment
of truth better for each customer
3. LEADERSHIPHOW
Under the hood1. Attributio
n2. Scoring3. Pricing
2014
ATTRIBUTION
ATTRIBUTION
ATTRIBUTION
ATTRIBUTION
SCORING
Scorecard
SCORING
SCORING
Commercial MarineInsurance Specialists
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Funnel
Appropriate interactionsMeaning Nurturing
Goal: Transactional content
