marketing automation - hyper island lecture
TRANSCRIPT
Marketing AutomationHYPER ISLAND
19 February 2015
Nils Sköld UX Director at Apegroup
@nilsskold
The digital age has obliterated the scripted, one-way flow of information that existed during the era of just a few channels. Companies used to communicate in highly controlled, carefully crafted messages. Now corporations and consumers, including Facebook’s one billion active users, are engaged in unplanned, unscripted discussions.- Power Shift: The rise of the consumer focused enterprise in the digital age. Carpenter, Gregory.
Let’s start off with a nice quote…
What is Marketing Automation?
Basically, it’s giving the customer what they want, when they want it.
IRL
Travel Site Homepage
Checking in SMS
Abandoned Cart E-mail
New technology make new ways of marketing possible, even real-time, but that’s not enough. It’s
how we communicate it that will make a difference.
Content + Context = Success!
How is it done?
Map out the Customer Journey
Walk in their shoes and map out their journey. Visually, so that everyone understands.
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User JourneysThink on what your customers do before, during, and after, your core business.
Empathy exercises help a lot!
Before
During
After
Experience
Where should I stay in Malmö? Does anyone know a good hotel? Is there a hotel near the station?
How do I find the hotel? I’m running late. How do I get in? Where can I eat at this hour?
In what room am I staying? At what time does breakfast end? Can I upgrade my room?
What’s the code for the WiFi? I don’t want to be disturbed! What kind of food can I order to the room?
What’s good to eat in this city? I need to find a gift shop close to the hotel What’s the best way of getting around?
I need to extend the check out by an hour. I want to file a complaint. I forgot my phone charger!
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User JourneysMap out the current journey, based on time and touch points,
and then identify the opportunities
Analyse your customer data
Measure everything, then create segments out of that data. Then build services or products for those segments.
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Gather Data of All Your CustomersAnalyse it and create behavioural segments. Find the room for improvements.
7%
8%
10%
11%
29%
35%
A Travel Company tought their customers were families. It really
was senior citizens.
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77% First Time User• Stays about one time a year
• Bring in 24% of the revenue
• Stays on weekends
• Make reservations for two people or more
• Most often go for package offers
• Make reservations in bought channels
• hotels.com, tripadvisor.com
COSTUMER SEGMENT
Marketing campaigns Push owned channels
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17% Returning Client• Stays for about five nights per year
• Bring in 26% of the revenue
• Stays almost only on week days
• 40% is women and 60% is men. Most are in the age span 30 - 40
• Buys parking but doesn’t use roomservice
• Make reservations in both bought and owned channels
COSTUMER SEGMENT
Parking Age 30 - 40
Owned channels
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6% Loyal Customer• Stays for about 27 nights per year
• Bring in half the revenue
• Are at the hotel only on week days
• 75% are men aged between 40 - 55
• Buys parking and uses room service
• Make reservations in owned channels
COSTUMER SEGMENT
Parking Room Service
Customer Care
Focus on the Customer Lifetime Value
Measure everything, then create segments out of that data.
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Customer Lifetime ValueListening activity on service
AcquisitionMarketing
LostLearn
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OnboardingEducating the new user on how to use the service.
Acquisition Lost
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Push for higher frequencyGet user more active through relevant content
Acquisition Lost
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2
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Try a New MixBased on other similar profiles and their behaviours.
Acquisition Lost
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2 3
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Re-activation EffortsPersonalised messages bed on segmentations
Acquisition Lost
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2 3
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Churn AnalysisSo to better spot user behaviour that is about to leave.
Acquisition Lost
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2 3
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Get the Right Tools
You can do this manually but it will take years. And there is a great deal of powerful tools out there.
Google Salesforce Journey Builder for a video demo.
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Triggered Communication
This is most companies marketing plan.
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Triggered CommunicationIf this, then that.
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Even out the customer engagementWith constant running contextual content.
Additional content
User engagement
Scheduled campaigns
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Personal and ContextualIf we add all the data we have we can better understand the customer and her needs.
Customer data Purchase History
Favourites Customer Frequency
…
Position Location Weather
Time of Day …
Personal & Social Friends / Contacts
Birthday Social network
…
Open API:s Traffic Sports
Emissions …
Buy a muffin before noon and get it for half prize!
Purchase History
Open API: Train traffic
Location: Train Station
Want to lose 7000 points?
Time: Before departure
Loyalty club Database: Unsold
While Bank Apps says absolutely nothing…
Weather: Raining
Location: Proximity
Time: Closed
Welcome Nils! Use the code 1234 to get in, and if you’re going out again make sure to bring the umbrella that’s been placed in your room.
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Communication PlanA healthy mix of scheduled and triggered communication.
JAN FEB MAR APR MAJ JUN JUL AUG SEP OCT NOV DEC
Winter campaign
Sports Holiday
Customer appreciation
Room Service
Staycation campaign
Loyalty Card campaign
Halloween campaign
Extra points on
Coffee campaign
New customer greeting
Scheduled Triggered
Assignment
You are the marketing director for a travel company.
ASSIGNMENT
Based on given customer segments, and all the ways to do
triggered communication.
ASSIGNMENT
Map out a customer journey for one segment and create a
communication schedule for them.
ASSIGNMENT
Don’t forget the Customer Lifetime Value!
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Main SegmentsBased on the customer data for the travel company.
PlannersLast Minute Loyal
Buy package deals with flight and hotel in one.
Books from bought media, and close before departure.
Most often 2 people. 20-30 age
First time visit. Want to explore the area.
Buy the trip almost a year in advance.
Are 3-4 people. Most often with young kids.
Read up on everything and come very prepared.
Writes detailed reviews and complaints.
Goes to the same place every year.
Often a larger group, going together.
Books through phone, knows the personnel.
Know the area. Stays mostly at the resort.
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Triggered CommunicationPlanned communication based on real time actions.
Customer data Purchase History
Favourites Customer Frequency
…
Position Location Weather
Time of Day …
Personal & Social Friends / Contacts
Birthday Social network
…
Open API:s Traffic Sports
Emissions …
Merci.