Panel Discussion: Create a 360-degree view of your customers journey to engage with the right message at the right time
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This document summarizes a presentation on creating a 360-degree view of the customer journey to engage customers with the right message at the right time. It discusses reviewing customer touchpoints across the lifecycle to identify gaps and optimize engagement. It also addresses using insights to drive growth, satisfaction and loyalty through content marketing, digital transformation programs, and marketing technology governance. The presentation aims to provide strategies for using data and insights to improve engagement and growth.
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Panel Discussion: Create a 360-degree view of your customers journey to engage with the right message at the right time
- 1. 1 Create a 360-degree view of your customers journey to engage with the right message at the right time Hosted by by Dr Dave Chaffey, co-founder and Content Director, Smart Insights Brand Marketing Summit, London, 25th June, 2019 Download : www.slideshare.net/smart-insights 1 Hosted by by Dr Dave Chaffey, co-founder and Content Director, Smart Insights Brand Marketing Summit, London, 25th June, 2019 Download : www.slideshare.net/smart-insights
- 3. 3 Co-founder and Editor of SmartInsights.com - a marketing advice community with > ½ million uniques/quarter. Premium members in over 120 countries use our planning guides, templates and online courses to Plan, Manage and Optimize their digital marketing. We also deliver consulting and training for members. Digital Marketing strategist, consultant, trainer and author since ‘97 Free Basic membership About Dave Chaffey and Smart Insights
- 4. 4 Q. Achieving relevance across the complex customer journey? Source: Smart Insights customer lifecycle guide 4 Source: Smart Insights customer lifecycle guide
- 5. 5 Customer lifecycle touchpoint review – filling gaps and optimisation needed! Source: Smart Insights customer lifecycle guide
- 6. 6 Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates Benchmarking engagement and xperience tactics
- 7. 7 Q. Key success factors for driving growth? Source: CMO Survey arranged by Duke University Fuqua Business School, Deloitte and the American Marketing Association
- 8. 8 Q. Applying 360 degree insight to drive growth? Source: Roland Berger
- 9. 9 Q. How do you drive satisfaction and loyalty?
- 10. 10 Example listening community Source: Vision Critical The company launched the PRU for You (PFY) online community to allow greater engagement with customers and to give them a voice in developing new products and services. PFY has 4,500 members: 88% are customers and 12% are agents.
- 11. 11 Q. Improving content to drive growth? Source: Smart Insights Content Marketing Matrix
- 12. 12 Q. Do you use digital transformation programmes to co-ordinate digital improvements? 12 Source: Managing Marketing 2019 report
- 13. 13
- 14. 14 Q. Martech governance to support insight and automation? Download: http://bit.ly/smartdigitaltools
- 15. 15 Martech opportunities – systems and insight Download: http://bit.ly/smartdigitaltools
- 16. 16 Source: Smart Insights article - 5 applications of AI
- 17. 17 Q. How many structured experiments does your business run each month?
- 18. 18 Let’s Connect – Questions and discussion welcome! https://www.linkedin.com/in/davechaffey Download : www.slideshare.net/smart-insights
Editor's Notes
- Showing the need to integrate web experiences with other paid, owned, earned channels
- Session is about adding more structure and covering best practices for some of these activities