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Masterclass:Right Touching

10 practical CXMTechniques

For Webforum, Oslo.

Torsdag 13. mars

Dr Dave Chaffey CEO: SmartInsights.com

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About Dave ChaffeyAbout Dave Chaffey

• Author of 5 bestselling marketing books now working on 5th editions

• Responsive for CXM at SmartInsights.com a marketing advice site with Expert members in over 50 countries

• Insights Director at agency ClickThrough Marketing

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Structure – examples to share?

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CXM is about effective customer communications

“Right Touching” is:A Multi-channel Communications Strategy

Customised for Individual Prospects and Customers

Which…Delivers the Right Value PropositionAccompanied by the Right Message

With the Right ToneAt the Right Time

With the Right Frequency and Interval Using the Right Media / Communications channels

To achieve…The right balance of value between both parties

Source: Dave Chaffey (2005, 2012): Digital Marketing Strategy: Implementation and Practice

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What is Customer Experience Management?

Source: As defined by Forrester in 2011

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Do you have a personor team RESPONSIBLE

FOR CXM?

Vote!

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Which is most useful for you to learn more about

best practices? 1. Content marketing 2. Conversion rate optimisation (website) 3. Email marketing 4. Mobile marketing 5. Search marketing (SEO and PPC) 6. Social media marketing

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Start with a plan!

Key success factors Customer insight Marketplace review SMART objectives Persona creation Digital SWOT summary

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Technique 1 Digital-specific SWOT

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P / G R A C E

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SWOT-TOWS activity: Selecting the right content types

Purpose

To define your challenges, opportunities and strategies to overcome them

Instructions / Process

1. Review internal strengths and weaknesses

2. Review external opportunities and threats

3. Define strategies

Timing

10 minutes!

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Strategy success factorApply customer insight

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Which criteria should we target on?

Unknown

Demographic profile data

Lifestyle &psychographics

Attitude &preferences

Behaviourq Past purchaseq Search term enteredq Offer clicked

Tar

getin

g va

riabl

e m

ost

pred

ictiv

e of

res

pons

e

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Targeting options to review?Targeting approaches Method

1. Classic profile-based demographic segmentation

Target customer groupings according to their characteristics & motivations

2. Customer value Assess customers by current and future value potential

3. Audience personas Target 2-10 typical customer journeys

4. Customer lifecycle Target messages according to length of time using online services

5. Purchase and response behaviour

Use “sense and respond” behavioual targeting based on RFM

6. Channel preference Communicate with customer in their preferred media (and according to value)

7. Tone and style preference Communicate with customers according to their tastes inferred from demographics or behaviour.

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Tip – create a layered segmentation- an example from eBay

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Disclosed Demographics

Clinique

use different styles and tones for girls and

boys segments

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Targeting customers based on value

Customerpotential

Customerquality

high

low

low high

One time shoppers with low potential

Average customers

Good customers Very good customers

15 %

15 %

60 %

10 %

Indicators for customer quality Indicators for customer potential

¨ Order value per received catalogue¨ Order value per season¨ Gross margin in % of net sales¨ Returns in % of order value

¨ Last date of purchase¨ Number of active seasons¨ Channel usage score¨ Number of different product categories

Source: Chris Poad, Otto, E-consultancy masterclass 2006

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Targeting by Lifecycle personalisation – typically using event-triggered email

First-time visitor

Return visitor

Registered visitor

Purchased once

Newlyregistered visitor

Purchased Active

Purchased Inactive

Tesco.com•“Logged-on” •“Cautionary” •“Developing” •“Established” •“Dedicated” •“Logged-off”

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BT - It’s all about past actions… “Recognition of activity”

Purchase Dispatched +7d

+14d +21d

Recognition ofprevious purchase

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RF engagement scoring example

Source: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue

Scoring:

RecencyLow 1 = > 24months2 = 19-24 months3 = 13-18 months4 = 7-12 months5 = 0-6 monthsHigh

FrequencyLow1 = One purchases2 = Two purchases3 = Three 4 = Four5 = FiveHigh

Note here boundaries are definedto illustrate behaviour. There

are a different number in each group

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CXM Technique 2. Personas & Customer journey mapping

Source: Boston Consulting Group

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For each persona define preferences for: Platforms

(web, email, mobile) Platform usage (hours) Content consumption:

General site types &

category-specific Social media - content

creation & participation Search behaviour Trusted brands

www.dulux.co.uk

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Use on/offline personas

27See Forrester.com

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Strategy success factor Define value you offer

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Betfair’s Mobile Value Proposition (MVP)

https://touch.betfair.com Betfair’s mobile app generated £1 billion of bets in the last financial year. 168,000 used it’s app, a 122 percent increase.For 2012 c £2 billion, 15% of revenue 275,000 app users. Half of all UK customers have placed bet.

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Create a top-level DashboardB2B Example. Value??

Source: Michael Brenner

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n Searches% Brand

ReachAwarenessand visits

Uniquevisitors

Bouncerate

Revenueper visit

Page views/visit

ActInteractionand leads

nLeads%

Conversion to lead

Goal value

per visit

Average order value

ConvertSales and

profit

nSales%

Conversion to sale

Sales value

n Brandmentions

EngageLoyalty and

advocacy

% active customers

% Customerconversion

% existing

sales value

Volume Quality Value

Actionable RACE dashboard

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What are the GOALS for our site?

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• Brochure thank you• Value

assigned:• E.G £3

• Call back page

• E.G. £4

• Taster page• E.G. £9

Call tracking with GA

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Example assigning value to goals

Practical B2B Tip: Assign value to Goals when leads generated

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Measure your full funnel Measure top of

funnel Find pages and

template CTAs which drive visitors down funnel

We use a custom report (horizontal)

Using testing to optimise bottom of funnel

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Example tracked lead gen form

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Improving Reach

Key success factors Define success criteria Select appropriate mix Optimise most effective channels:

Search marketing Outreach Social media marketing

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Technique 3. Targeted lifecycle media

Effectiveness (potential sales volume)

Inve

stm

ent (

reso

urce

nee

ded)

SEOLong Tail

AdWordsRemarketing

Facebook custom audiences

AdWordsGeneric

Social amplification

Media relatedPR

Influencer PR Integrated

contentcampaigns

Blog marketing

SponsoredTweets

Instagram

FBX Retargeting

Facebook Promoted Posts

LinkedInPromoted Posts

Tip: Review Display Network andRemarketing options

AdWordsTail

AdWordsPLA

AdWordsMobile

(Enhanced campaigns)

SEOGeneric

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Using POE media targeting to fit the customer journey:

Select supplier(enquire)

‘Tracker’Completing

‘Hunter’Researching

‘Explorer’Browsing

Directed goal-orientedUndirected, exploratory

Destination purchase

(buy)

Definerequirements

Assess supplier

capabilities

‘Inspireme’

‘What’s outthere’

Source: Mike Baxter, Sales Logiq

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SEO strategy pillars : international businessGoals and performance

1. Conversion model: Quality Engagements

2. Verify data source & analytics accuracy

3. Volume, quality, value trends analysis

4. Keyphrase gap analysis by model

5. Page-level analysisby model

On-site SEO activities

1. On-page optimisation (TDKs*)

2. Internal linking

3. Duplicate contentmanagement

4. Contentcreation and SMO

5. Universal or blended search

Off-site SEO activities

1. Backlink reconfiguration

2. Local content link-building

3. Local PR activity

4. Internallinking

5. Influencer outreach(SMO)

*TDKs = Page <title>, Description, Keyphrases in copy, headings, images

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Brief SEM briefing = problems to avoid SEO

1. Insufficient key phrase research and analysis

2. Index inclusion and coverage poor

3. Content owners / editors don’t know rules of SEO

4. Insufficient unique content

5. Internal linking strategies not used

6. External link-building tactics weak

Pay Per Click

Importance of QS not

recognised, i.e.

1. Click through rate

2. Ad text relevance (copy)

3. Triggering text relevance

4. Landing page relevance and speed

So, depends on brand, copywriting, account structure, match types (broad, phrase, negative) and testing.

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1. Content – requires depth and detail “Epic/Nuclear”

2. Different types of content give traction

3. Author authority and social signals matters

4. Links remain critical, but bar for quality keeps going up.

5. Diverse anchor text needed after Penguin

6. Great design matters 7. Guest posting comes

under increased scrutiny

8. Social continues to exert a powerful influence

9. Mobile performance and compatibility matter

10. SEO is less tactics, more strategy

Source: Search Engine Journal, MoZ ranking factors

SEO Trends and Signals = Content, Author and Sharing quality

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Searchmetrics2013 ranking

factors Hard to show, but

shows that Keywords in text are relatively unimportant, but if all other factors are equal…Need to give that message

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http://moz.com/blog/ranking-factors-

2013 - shows keywords still important

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How good is your checklist for content owners and

editors? Step 1. Aims for page

Main visitor type (s)

Page goals

Step 2. Which phrases? Use Google Keyword Tool

Primary, secondary, tertiary

Step 3. Name document Keyphrase1-Keyphrase2.html

Step 4. Title tag Keyphrase dense :

15-25 chars

Step 5. Meta tags Description < 300 characters

Keywords (Don’t stuff)

Step 6. Body copy Keyphrase density Use synonyms, don’t SPAM

Step 7. Heading styles H1 same or distinct from title H2,H3 – use secondary and tertiary

phrases for long tail Step 8. Hyperlinks

Include keyphrase in anchor text. Action verbs separate?

Consider external links Step 9. Images

Include alt and title text Provide caption

Step 10. Optimize Track & Modify

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Step 4 and 5 – Are you engineeringyour Document meta data?

<title> VERY IMPORTANT = Unique = Call-to-action 2-3 keyphrases on left, - brand on right Google has around 60 characters= 8-10 words

<meta name=“description” = Unique = Call-to-action FAIRLY IMPORTANT 4-5 keyphrases in natural English, c150 characters

<meta name=“keywords” UNIMPORTANT Include main target keyphrases comma separated

File name and directory structure Use hyphens, include keywords, be sensible

site:www.domain.com+ keyphrase

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Identify Consumer search behaviours NOT keyword lists

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Tip – use GWT to replace Not Provided

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Tip: Use paid and naturalSite links to explain

and persuade

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Increasing InterACTion

Key success factors Define key customer journeys for different platforms Use Analytics to improve effectiveness

Select content to engage audience Manage creation and promotion

of content

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Technique 4. Relevant Scent Vote!

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How effective is your scent?

WHY CHOOSE US?

WHERE / HOW TO BUY?

NEW CUSTOMER?

<CUSTOMER-CENTRIC SERVICE NAMES>

Example SCENT TRAILS

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Does your experience align?

Mental / content model mapping. A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda Squires from Seren

Customer persona toolkit: http://bit.ly/smartpersonas

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Choice limits motivation

Research: Kiyengar and Lepper (2000)

Supermarket study24 flavours were offered, 60% of people stopped to sample the jams, compared to 40% when only 6 flavours were offered.

Of the customers who sampled jam…• 24 flavours: only 3%

purchased• 6 flavours 30%

purchased.

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Sites focused on users’ top tasks

www.volkswagen.co.uk

www.barclaycard.co.uk

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Technique 5: Strategic Content Marketing

http://bit.ly/smartercontent

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Does your content engage and persuade?

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Content audit activity: Selecting the right content types

Purpose

To create a process for relevant content type selection

Instructions / In pairs

1. Review existing content for a defined persona

(2. Review competitor and out-of-sector content)

3. Brainstorm new content ideas

4. Select best content ideas using criteria

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Activity – Content marketing matrix

Criteria? Rev/visit Demand+ lead gen Amplify Brand fit SEO Longevity Authority/Thought

Leadership Individual pain points? Repurposeability Risk/reward

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Source: Velocity Partners

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Source: Velocity Partners

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Using tools for efficient syndication

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The problem with blogging…

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More what we’re looking for!

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Influencer and partner outreach

http://bit.ly/smartoutreach

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Influencer outreach – key questions…

Do we invest enough time in this? Who is responsible for this? What is our process for influencer marketing? How do we segment influencers? How do contact priority influencers? How do we measure success How do we scale this?

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Technique 6. Marketing AutomationAutomated Email Sequences > Targeted > Behavioural

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How sophisticated is your email marketing?

Customers

Welcomeemail

BehaviouralCross sell

Regularmarketing

emails

Site segmented

Activityflagging

RFM

PredictiveLapsed /

Churn

By product

Site downapology

Birthday / XmasEmails

Repeatabandoner

FutureRelease

alert

Back instock alert

Lapsed

ActivityNon cross sell

Not returnedin 14 days

Not re-purchasedin 14 days

Processabandonment

X-sellprogramme

By product

NewsletterNot

transacted

By contentgroup visited

Contenttriggers

Entry level

5 - 8 triggers

Medium level

17 – 30 triggers

Upper level

20 – 50 triggers

Nirvana

50 – 500 triggers

Nursery program

Site Activity programFull marketing email program

Customer service emails

Source:

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Your Email marketing /Marketing Automation capabilities?

Vote!

Stage 1. Initial“Pray and Spray”

None

Email marketingmaturity stage

A. Goal-settingand evaluation

B. Contact strategy and

policy

C. Segmentation,Targeting &

Personalisation

D. Marketing integration

E. Test and Learn

None: Enewsletter /Solus emails

0 SegmentsEmail marketing

independentLimited

Stage 2. ManagedLimited relevance

List growthSegmented response

Basiccontact strategy

and rules

2-6 segmentsBasic contact

strategy

Direct mailand/or phone

integration

Subject lineOffer testing

Stage 3. DefinedSegmented relevance

Marketingoutcomes

“Beyond the click”

Basic lifecyclecommunications

Simpleevent-triggered

Welcome reactivate

ESP, webanalytics & socialmedia integration

Template layouts

Stage 4. QuantitativeContextual relevance

Subscriberengagement

Individualisedcontact strategy

Recency, Frequency, Value

Auto-triggersbased on web

behaviour

Individual / segment testing

Stage 5. OptimizingOptimized relevance

Integrated web and multichannel

Integratedonline & offline

contacts

Multi-layeredDynamic content

insertion

Right-chanellingbased on value &

preference

Real-time and multivariate

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Email 1: 45% Open8.4% CTR

Email 2: 38% Open 3.5% CTR

Intent follow-up – click on Category

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Increasing Conversion

Key success factors Create a CRO / optimisation process Understand multi-channel conversion

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Technique 7. CRO

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International CRO at ASOS.com

76Bps = basis points 1/100th of a %

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Technique 8. Smart Merchandising

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Segmenting pages/product by performance

High Potential(Problems)

Top Performers

(Stars)

Low Potential, Low Performance

(Dogs)

Consistent Performers(Cash Cows)

Conversion rateOr conversion rate variance (add to basket) compared to average

Pag

e o

r p

rod

uct

pop

ula

rity

(vie

ws)

or

page v

iew

vari

ance

(co

mpare

d t

o a

vera

ge)

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Example: product portfolio

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Ongoing optimisation process

Source: Rich Page, Web Analytics Optimisation: An hour a day

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Testing email offer in an abandoned shopping cart email sequence

1. Generic branded follow-up email : +10% conversion rate.

2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.

3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.

Source: Smart Insights case study

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Improving Engagement

Key success factors Understanding the satisfaction gap Effective sharing through social media marketing Effective and efficient email marketing

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Technique 9. Understanding loyalty drivers

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Reviewing E-loyalty at an

aggregate level:

“Net Promoter Score”

Vote!

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Customer feedback toolshttp://bit.ly/smartfeedback

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Technique 10.Map yourcustomerlifecycle

touchpointsand

Optimise

:Halfords case study

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Source: Philips presenting on PlantoEngage.com

Testing for email marketing

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