marketing to millennials - technology that meets expectations
TRANSCRIPT
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!