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agenda.
#digitalmarketing @SagittariusMktg
Nick Towers, Sagittarius introduction
Josh Whiten, Sagittariuswhy multichannel is nothing new & just plain common sense
Katy Howell, Immediate Future digging out the gems in social data that deliver the ROI
Duncan Smith, iCompliprivacy equals trust – its no illusion
Break
Paul Fennemore, Sitecorepersonalising customer experience through analytics
Personas & profiles workshop
@SagittariusMktg
Josh WhitenDigital Marketing Director
aims.
see how data has changed multichannel marketing.
@SagittariusMktg
show links between data, social, personalisation and privacy.
then.
@SagittariusMktg
@SagittariusMktg
marketing models.
@SagittariusMktg
stages of consumer awareness for integrated marketing campaigns
examples.
@SagittariusMktg
AttentionAttention InterestInterest DesireDesire ActionAction
UnawarenessUnawareness AwarenessAwareness Comprehension
Comprehension ConvictionConviction ActionAction
@SagittariusMktg
impact on channels.
@SagittariusMktg
kotler.
now.
@SagittariusMktg
• the channels have changed;
• online, offline, device.• but some things remain
the same…
@SagittariusMktg
@SagittariusMktg
@SagittariusMktg
channels in the online customer journey.
@SagittariusMktg
AttentionAttention InterestInterest DesireDesire ActionAction
Unawareness
Unawareness AwarenessAwareness Comprehensi
onComprehensi
on ConvictionConviction ActionAction
channels in the online customer journey.
@SagittariusMktg
• first and last click attribution.
• gone from push to pull.
how has the model evolved?
@SagittariusMktg
back to kotler.
@SagittariusMktg
• segment your market into audiences and groups by value.
• choose which segments to target and with what.
• position your message and marketing.
segmentation, targeting, positioning.
@SagittariusMktg
brightonseo 2015.
@SagittariusMktg
it’s all about segmentation.
@SagittariusMktg
• identify converting and high value users.
• segment them by source, behaviour, content and activity.
• use this data target more of them.
segmentation today.
@SagittariusMktg
what else has changed?• wealth of data.• collection of data.• harder to make meaningful
decisions.• bridge the offline/online gap.
@SagittariusMktg
time of day data.
@SagittariusMktg
@SagittariusMktg
online and offline data.
@SagittariusMktg
majestic wines tenterden.
@SagittariusMktg
“Can I take your email address so we can keep a track of your purchases and give you better advice next time you come in?”
Casey, Majestic Wines
in store.
@SagittariusMktg
24 hours later.
@SagittariusMktg
@SagittariusMktg
• personalise website based on offline purchases and online behaviour.
• use remarketing to find on Facebook, encourage sharing and build lookalikes.
• aggregate data to identify all devices.
opportunities.
key takeaways.›use data to integrate multichannel
campaigns, online and offline.›use data to segment, target and position.›use data to make marketing decisions.› remember – it’s nothing new.
@SagittariusMktg
@SagittariusMktg
personas & profilesbreak into groups
complete the person profile for audience no.1
select one person in the group to be their persona
each group member picks a card and asks the persona a question
now that we understand the persona, how would you change your marketing approach?