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marketing to millennials Technology that meets expectations @hannahb_egan

Marketing to Millennials - Technology that Meets Expectations

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marketing to millennials Technology that meets expectations

@hannahb_egan

a seamless experience is expected.

3

Customer Engagement Framework

Personal

DynamicReal-time

Automate

• Align Goals to market Segments• Set Objectives for each Interaction• Allocate Budget & Expense to achieve

Goals & Objectives

• Identify Preferences• Understand Customer Journeys• Define Market Segments

• Create amazing customer experiences• Sequence Interactions within an Experience Map• Specify channels, creative, and offers required for each

interaction

• Assemble and manage creative and offers• Understand use/reuse of create and offers

• Ability to test (A/B or MVT)

• Collect data and behaviors for reporting within Optimize,

Understanding, and enhancing the CVOC

• Develop views, reports, and executive dashboards• Financial impact of Plans,

Goals, and Objectives

ibm.com/marketing

REALTIME, SATISFIES INSTANT

GRATIFICATION:Multichannel

marketing in the palm of your hand

What expectations must we meet?

23-28 year old females, active mobile users, living in NYC, interested in fitness

Meet Alexa

Identify & define customer segments

• Alexa is 26 and lives in Soho, NYC

• Works at a PR start up

• Her iPhone is never far away

• Healthy eating and working out, especially yoga

Alexa’s browsing journey

Plan for the unexpected,financially.If a planned engagement is unsuccessful, marketers need tools equipped with flexibility and agility

7:30am. She woke up and checked Facebook. Yoga gear pop up shop at her studio.

The first website Alexa clicks through to takes too long to load. This inspires her to try another vendor

Subway time calls for Instagram time

MythMillennials are not inherently lazy. Expect efficient technologies to satisfy instant gratification

The second try is much smoother. Mobile website pushes a notification. However, Alexa ignores it.

Alexa likes what she sees and downloads retailers’ app

Millennial TipEngagement is defined as a two-way relationship with brands, across devices; Loyalty program must have value-add to be useful.

Design continuous customer experiences across channels From mobile web, to app, to community- potential consumer has a consistent journey awaiting them

Alexa explores retailers‘channels, quickly

Millennial TipMillennials value consistent content with the ability to customize preferences

Classify creative and offers by customer journey stage

Produce engaging content and offers to clients in real time

A push message brings Alexa in store

Millennial TipEven the most tech-savy millennial values in store experiences. Leverage digital channels as enablers to bring them in store

Execute personalized interactions across channelsUse customer strong relationships to enhance future engagements

Did you get your sweat on this morning? Join us in store for

lunch time iced tea!

Alexa makes a purchase on her tablet

Execute personalized interactions across channels

Use customer strong relationships to enhance future engagements

Millennial tip: If your product was well received and the experience was seamless, congrats! You have social media on your side.