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Given at Wilmington Business Expo on March 19th, 2014. Explores how to conceptually structure marketing and technology in this multi-channel age. also highlights some industry examples putting modern marketing and technology to good use.
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stare at the dot…
TWEET…@ehunteryoung
#WilmingtonBiz
retail
retail
Sorry, we’re closed…Try NETFLIX.
RETAILidentity
Relationships
Building Basics Level
Targeted Marketing Level
Customer-Centric Level
Personalized, 1:1 Marketing
Leadership have personal relationships with customers
Intuition guides marketing
The only vehicle to scale is adding new FTEs
SEO, SEM fundamentals Contact forms Email campaigns exist,
little segmentation Disparate systems
means “best offer” not presented to customer
Social media presence
Database supports segmentation
Highly segmented email campaigns
Targeted digital advertising, retargeting
Deep understanding of customer behavior, acquisition costs by online channels
Marketing automation Active in all digital
marketing channels Customized analytical
studies fuse 3rd party and 1st party data
CRM tied to online and offline channels
Full integration of all systems, with predictive capabilities
Real-time individual-level view of propensity, LTV, and acquisition costs
Behavioral and psychographic targeting delivers personalization
Dynamic email delivers up-to-minute content at open
I
II
III
IV
V
Data-driven, automated decisions.
We see a need, we bring it to you.
A completely personalized customer experience.
We do business online.
We can offer you a relationship.
Channels and Distribution
Content
Training & Internal Communication
CRM and ERP
Customer & Business Intel
Customer
RETAIL
identity
who is your customer
VendorDB
VendorDB
Core System
CRM
Application
Secondary Application(separate product, line
of business)Sub App
Excel Sheets
Marketing ToolsExcel
Sheets
Web Analytics
More Excel
Sheets
SQL Data Warehouse
Core System
CRM
Application
Sub App
VendorDB
VendorDB
Secondary Application
Analytics + Reporting
Tool
Marketing Automation
RETAIL
identity
• Demographic• Contact• Relationships• Industry• Purchase / Product• Feedback• Behavioral
RETAIL
the more things change…
RETAILPeople remember what you taught them…
…not what you sold them.
Start writing about your clients’ clients.
Don’t always focus on features and benefits
Stop sounding like yourself
Start writing about your clients’ clients.
Don’t always focus on features and benefits
Stop sounding like yourself
Start writing about your clients’ clients.
Don’t always focus on features and benefits
Stop sounding like yourself
• “how you stay”• discovery• segmentation
and preference mapping
HOSPITALITY
• Digital magazine• Nurse lifestyle• segmentation
and preference mapping
MEDICAL SERVICES
• Access• Multi-channel• Financial and Non-
financial• Audience aware
FINANCIAL SERVICES
LocalFirstBank.com
Blogs / Articles
eNewsletters
Case StudiesVideos
Guest Posts
B2B B2C
High Use
Low Use
Events
Whitepapers
Online Presentations
Webinars
Research Reports
Microsites
Infographics
Branded Content Tools
Mobile AppseBooks
Print Magazines
Books
Podcasts
Digital Magazines
Annual ReportGames
distribute
Relative Importance to Customer
Sales/Service Intensity
Tran
sacti
on In
tens
ity
Low
High
High
Branch Electronic Alt F2F Mail
1980-1995 1995-2008 2008-2013
Branch
ATM
Phone Mail
Branch
ATM
Phone
Internet
ATM
Internet
Phone
Mobile
Branch
Channel Group
Intensity Scale
Mobile includes Tablet
Website
Events
Mobile
Direct MailTraditional Advertising
SearchDigital Advertising
Social Media
Television
HIGH60%
MEDIUM30%
LOW10%
NO USE
Retail
Large Distribution Pickup
PR Effect
stare at the dot…
TWEET…@ehunteryoung
#WilmingtonBiz
