Design for Customer Engagement: Digital Marketing Strategy

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Design for Customer Engagement Constructing the Composable Enterprise for your Digital Marketing Strategy

Alessandro Lavazzi

About the Speaker

Alessandro LavazziCustomer Engagement Practice ManagerI have more than 10 years of experience in the domain of IT Solutions for Customer Engagement.

Currently, I work to help companies implement a new generation of Composite Enterprise Solutions designed to create multi-channel, ultra-tailored customer experiences by taking advantage of big data, social interaction and micro-services.

My area of interest is the design and deployment of Customer Engagement Solutions in the context of Digital Transformation. In particular, I focus on the (r)evolution of the Sales, Marketing and Services processes leveraging state of the art cloud, IoT, social and big data solutions.

https://it.linkedin.com/in/alessandro-lavazzi

[email protected]

https://it.linkedin.com/in/alessandro-lavazzi

DIGITAL MARKETING STRATEGY

SAMPLE CASE: MONETIZATION IN A B2C COMPANY

COLLECT: LANDING PAGE & CONTACT FORM

MANAGE: CORPORATE CONSUMER DB & CRM

SEGMENT: SEGMENTATION TOOL & SCORING ENGINE

EXECUTE: MARKETING AUTOMATION

MEASURE: CUSTOMER INSIGHT

DIGITAL MARKETING STRATEGY

SAMPLE CASE: MONETIZATION IN A B2C COMPANY

COLLECT: LANDING PAGE & CONTACT FORM

MANAGE: CORPORATE CONSUMER DB & CRM

SEGMENT: SEGMENTATION TOOL & SCORING ENGINE

EXECUTE: MARKETING AUTOMATION

MEASURE: CUSTOMER INSIGHT

Set Up Your Digital Marketing Strategy

Is my Marketing Funnel Digital?

Episode 1Digital Marketing Strategy

How to setup your Digital Marketing Strategy?

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How to select the right Digital

Marketing Building Blocks?

How to translate the Customer Journey into

an effective Digital Marketing Strategy?

The Marketing Funnel

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Do I have to build in some way a so-called FUNNEL?

Customer FunnelMarketing FunnelSales FunnelConversion FunnelPurchase Funnel…

$ $ $

LEADS

LEADS

LEADS

BUSINESS

The Marketing Funnel

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Acquire new prospects and leads

Convert those leads into buyers

Get those buyers to buy more or buy more often

If you have a business and you have customers, then you already have some type of funnel

The goal is to digitalize and optimize your funnel in order to increase conversions and revenue

Loss of consumers

The Digital Marketing Funnel

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Consumer LifecycleCommunity Business Action

LEAD

PROSPECT

CUSTOMER

RETENTION

CONVERSION

NURTURE

Public

Friend/Fan/Follower

Subscriber

Customer/Member

Loyalist

Advocate

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

LOYALTY

ADVOCACY

• Generic and Brand Paid Search & Search Engine Marketing (SEM)

• Email Campaigns• Landing Pages• Webinars• Special Offers• Workshops• Retargeting• Content Personalization• Product Recommendations

• Loyalty Program• Discount• Customer Support• Special Offers

• Search Engine (SEO)• Social Media• Web Site Advertising


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There are different approaches to start the digitalization process of your funnel, depending on your goal

Acquire new prospects and customers

ACQUISITION

Convert prospects (or inactive buyers) into recent buyers

ACTIVATION

$

Generate revenue from active buyers and

indoctrinated subscribers

MONETIZATION

$$$$


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Every approach act on a different stage of the funnel

Consumer LifecycleCommunity Business ActionLEAD

PROSPECT

CUSTOMER

RETENTION

CONVERSION

NURTURE

Public

Friend/Fan/Follower

Subscriber

Customer/Member

Loyalist

Advocate

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

LOYALTY

ADVOCACY





ACQUISITION


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PROSPECT

CUSTOMER

RETENTION

CONVERSION

NURTURE

Public

Friend/Fan/Follower

Subscriber

Customer/Member

Loyalist

Advocate

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

LOYALTY

ADVOCACY





ACTIVATION

$


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PROSPECT

CUSTOMER

RETENTION

CONVERSION

NURTURE

Public

Friend/Fan/Follower

Subscriber

Customer/Member

Loyalist

Advocate

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

LOYALTY

ADVOCACY





MONETIZATION

$$$$

Set Your GoalLet’s assume that our primary goal is the monetization

Consumer Lifecycle Business Action

RETENTION

CONVERSION

NURTURE

AWARENESS

CONSIDERATION

PREFERENCE

PURCHASE

LOYALTY

ADVOCACY





LEAD

PROSPECT

Public

Target Audience

Community

CUSTOMER

Customer/Member

Loyalist

Advocate

Friend/Fan/Follower

Subscriber

MONETIZATION

$$$$

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B2B

B2C

Set Your Goal We use the monetization approach to start a foundation project: the starting point of the optimization path of our conversion funnel

Target Audience Marketing ActionsWebinarLive EventDirect Email Campaigns

Loyalty CampaignsDiscount CampaignsDirect Email Campaigns

Contacts

Measure

Interactions

Incentivize

Customer Contact Center

Retargeting

Customer Journey

CUSTOMER

Customer/Member

Loyalist

Advocate

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Design for Customer Engagement: Digital Marketing Strategy