¿Cómo transformar la experiencia de tus clientes?
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La Redefinición de los Mercados describe el reto que actualmente deben enfrentar los Gerentes de Mercadeo, quienes hoy en día son los responsables de crear verdaderas experiencias de ventas, no sólo de productos. Según el C-Suite Study, dos tercios de los encuestados están considerando, como su principal prioridad dentro de la estrategia de mercadeo, desarrollar de manera más profunda experiencias enriquecedoras hacia los clientes, poniendo siempre al cliente el primer lugar. El amplio conocimiento y el nivel de exigencia por parte de los clientes aumenta día a día, por lo cual actualmente existe un gran reto para los equipos de Mercado, en donde la prioridad es ofrecer estrategias y campañas cada vez más inteligentes. Es por ello, que esta presentación le muestra el punto de vista del cliente, quién cuenta directamente cómo logró transformar y personalizar la experiencia de sus clientes.
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¿Cómo transformar la experiencia de tus clientes?
- 1. Descubre cómo transformar la experiencia de tus clientes Felipe Pizarro IBM Marketing Cloud LatAm
- 2. Era el mejor de los tiempos, era el peor de los tiempos… C. Dickens, Historia de dos ciudades
- 4. El mejor de los tiempos Wow! mira todo lo que está disponible para mí! La Tecnología de Marketing puede solucionar cualquier problema que yo tenga... Pero es un arma de doble filo… El peor de los tiempos Cada vez que añades mas cosas, estas añadiendo complejidad, presupuesto y recursos dedicados. El resultado No usamos todas las capacidades de las tecnologías que tenemos y no logramos comprometernos eficaz- mente con nuestro cliente final.
- 5. La presión de la alta dirección Fuente: MarketingProfs de los Gerentes de Marketing dice que la presión es cada vez mayor 65% de los Gerentes de Marketing siente presión de su director ejecutivo o directorio para demostrar el valor que agrega Marketing 62%
- 6. …..pero todavía tenemos mucho trabajo por hacer Econsultancy Study: The Consumer Conversation – The experience void between brands and their customers Comunicaciones relevantes 47% de las marcas dicen que tienen una fuerte capacidad para proporcionar comunicaciones relevantes 35% de los consumidores dicen que las comunicaciones de sus marcas favoritas son generalmente relevantes Mientras que solo … … ??? ???
- 7. Y los datos añaden un nivel adicional de complejidad Y son muchos! ¿Cómo nos aseguramos de los estamos aprovechando con eficacia pero sin complicar los procesos? Son la base para todo lo que hacemos
- 8. DATOS
- 9. El uso de los datos para Marketing ha evolucionado a través de los años Instinto Estadística Segmentos Conductual Cognitivo
- 10. Mejorando la gestión del correo
- 11. 1971
- 12. 75 Billones
- 13. El email no está, ni estuvo nunca, MUERTO Aún lidera el ROI - primero o segundo, según el estudio que sea lea.
- 14. ROI del Canal 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email marketing SEO (organic search) Content marketing Paid Search (PPC) Offline direct marketing Social Media Affiliate marketing Mobile marketing Online display advertising ¿Cómo califica los siguientes canales en términos de retorno de la inversión? Excellent Good Average Poor
- 15. Interacción efectiva via Móvil
- 16. La tecnología móvil modifica cómo vivimos y trabajamos promedio de veces que un usuario revisa su móvil *Statistica 2016 150xpor día 91%mantiene su dispositivo de alcance de la mano 100% de las veces
- 17. Canales Apps Web SMS Push Email Smartphone Phablets Wearables IoT Devices Tablet Mobile Behaviors Beacons Geo-Fences Check-Ins Mobile/Out of Home Time PrivacyAttention ¿Qué es tecnología móvil? Dispositivos Data/Triggers Contexto/Usabilidad
- 18. Madurez del cambio hacia la tecnología Móvil Reduce & comprime Achica experiencias diseñadas para el PC a pantallas pequeñas 44% Primero Móvil Perfecciona la experiencia del mundo físico con tecnología móvil. Crea nuevos servicios móviles. 42% Transformación de la Experiencia del Cliente (CX) Gánate los momentos móviles de tus clients. Estudios ethnográficos y mapeo del recorrido descubren necesidades de consumo móvil. Los servicios móviles interactuan proctivamente con los consumidores basábdose en su context. 14% Disrupción del negocio La tecnología móvil disrumpe induitrias, negocios y modelos de negocio – no solamente negocios digitales.
- 19. Social: re-examinando con ojos nuevos
- 20. Evolución de las redes sociales Según el estudio de Internet por Pew, los adultos que utilizan los medios sociales se han multiplicado por 10 entre 2005 y 2015
- 21. Antes de comenzar, identifica tus objetivos en las redes sociales • Construcción de marca • Ventas • Servicio al cliente • Buscando conocimiento
- 22. Está donde están tus clientes Fuente: Ferrigon Media 2015 Facebook Instagram Twitter Pinterest LinkedIn 1.55 Mil Mill 400 Mill 316 Mill 100 Mill 97 Mill Usuarios activos en redes sociales
- 23. Antes de comenzar – Comprendamos las plataformas StoreFront Social 2016 Demográfico 1.3+ Billones usuarios Edades 25-54 60% mujeres 600 Millones usuarios Edades 18-29 70 Millones users Edades 18-35 80% mujeres 1 Billon usuarios Todas las edades 600 Millones usuarios Edades 30-49 200 Milloes usuarios Edades 18-29 200 Milloes usuarios Edades 25-34 67% Hombres Propósito Construir relaciones Convesaciones Noticias & Artículos Scrapbooking Buscar “Como…” Conversaciones Noticias &Actículos Relaciones Conversasión Noticias &Atículos Mejor para… Lealtad de marca Relaciones públicas Generación líder Ropa, Arte y empresas del sector alimentario Conocimiento de la marca Servicio Industrial Desarrollo de negocios Negocios B2B Generación líder Retail, arte, comida, entretenimiento y belleza SEO Empresas de tecnología y diseño Downside Alcance limitado 140 caracteres o menos Solo imágenes demografico muy específico Muchos recursos Interacción limitada Solo imagenes No tan usado
- 24. Capitaliza la Publicidad Social Para 2017, 1 de cada 5 dólares invertidos en publicidad digital irá a las redes sociales.
- 26. Universal Behavior Single Identity Marketing Database Tener la capacidad de mantener una conversación inteligente con individuos a través de mensajes relevantes en su contexto en el momento indicado, en el lugar indicado Orchestration Analytics Que es Marketing Cloud de IBM
- 27. CRM Ecommerce Web/CMS Conectarse a todo Plataforma de negocios
- 28. Conectarse a todo Interacciones De clientes MobileEvents Facebook Twitter Devices+ CommunitiesLocation Retail Blogs SMS SMS Call Center Push Wearables Email
- 29. Gracias
Editor's Notes
- So when it comes to mobile and b/c the device is so close to the customer, it has the potential to both enable an experience or disable it. Make no mistake, 100% of your customers are mobile, it is a touchpoint in all journeys today, and it must be orchestrated as part of the overall customer experience. How does mobile make things more complex for B2B marketers? Litmus stats related to opens?? So we’re all proud of ourselves because we’ve made all this progress on automation, and now mobile comes into the mix and takes us back to where we started.
- Best of Times – Wow – look at everything that’s available to me! Marketing Technology can solve any problem that I might have…. Worst of Times - Every time you add something to the stack, you are adding complexity and budget and dedicated resources. The Result – we end up not using the technologies we have to their fullest capabilities and not engaging effectively with our end customer.
- As rampant as the spread of technology are the demands from corporate leaders for the 360-degree customer views and cross-channel marketing schemes these new tools promise to deliver.
- Data. Big word. Means many things to many people. For today- we’re going to look at data in 2 key ways: Data collection – so we’ll walk through ways you as a marketer can begin to tap into or capture more of the right data regardless of where it lives. Crawl/walk/run format. Data management – how do you manage all of the data you have in a way that helps you learn from it? As marketers, the idea of how you manage all your data - that can sometimes be scary…a bit ominous even. We start thinking about the complexities of how we can pull data together from multiple data sources, learn from it, capture more and use it meaningful ways to better engage with our audiences. Might make us long for the more simpler days of marketing
- Let’s be honest. This idea of big data wasn’t something that early marketers had to think about, right? ((Inspiration from a baby book – see how it grows)) Back in the day, marketers relied heavily on instinct. When you look at the classic campaigns like Leo Burnett’s Marlboro Man campaign, the decision to pick a rugged cowboy to help make filtered cigarettes more masculine was based on instinct. Classic Mad Men-gut based brainstorming and intuition We next evolved to using Statistics. Great example of this would be the New Coke campaign. Epic, epic blunder for Coke that was based on a massive number of statistics (feedback from 200K+ consumers, taste tests, market research and sales numbers). We all know how that one went. People may have loved the taste, but take away their cultural icon – and you have a problem. As marketers, we learned and then progressed to using Cohorts to capture data. Remember those lovely demographics sets “women 18-34”, “adults 55 and up”, which evolved into other psychographic groups like “early adopters” and “laggards”. We were done looking at stats alone and now became more focused on behaviors of small groups to infer the behavior of larger demographic sets. Until folks started realizing that this data collection methodology often fell prey to confirmation bias, using the data to support their guts rather than to provide insight or illimunate new ways of doing things. From here, we moved into true behavioral based data collection, which is where many of us are today, using explicit, as well as implicit behaviors (we’ll talk more about the differences between the two later) to understand our audiences and customers. So, what’s up next? It’s Cognitive data collection, in which powerful, revolutionary technologies analyze the data in way in which we as marketers can’t, recognizing patterns and possibilities in the data to help us identify opportunities that we would never have thought of – using purchase data, social data, web activity, mobile behaviors and more to come up with new segments that we, as marketers, as HUMANS, could never see. Few have tapped into this, but it’s pretty exciting stuff, so we’re going to spend a little time talking more about that in a bit. Why Most Marketers Will Fail In The Era Of Big Data – Jan 3, 2014 Forbes tech http://www.forbes.com/sites/gregsatell/2014/01/03/why-most-marketers-will-fail-in-the-era-of-big-data/#6a2bdc0123e8
- When the first email was sent by Raymond Tomlinson. There was no monitor, just a (very large) keyboard so it had to be printed to be read. He and his team never thought their technology would be adopted by anyone else. (He is actually the guy that came up with using the @ symbol) for email addresses.
- Approximate number of email sent per year. That number is expected to top 90 Trillion by 2020…..
- m-commerce sales in the United States from 2014 to 2018 (in billion U.S. dollars) will increase by 74% to $197B* 65% of US smartphone users check their phones within 15 minutes of rising. 64% check their phones within 15 minutes of going to bed. March 2015 78% of Facebook users are mobile-only. (Digital Insights 2015) Mobile commerce will account for 24.4% of overall ecommerce revenues by the end of 2017. *Hubspot
- Mobile is more than the channel…it’s about the type of device, the data associated (behaviors when you are mobile), location, and context/usability. It’s the type of device, it’s the data and triggers associated (location, behaviors when I’m mobile) checkins…and it’s also the context. So the time of day when I’m mobile, I’m mobile but at work etc.
- We work a lot with Forrester Research and it’s interesting to note how they group companies on the basis of their mobile maturity mindset. Most companies fall into the far left where they know mobile is important but b/c they lack resources and/or expertise to do anything but the very very basics (if anything at all). The next bucket is what they call Mobile First where the business creates net new services for mobile…and then the far right where there is mobile disruption and these are companies like Uber, Facebook, Zappos etc. What’s also interesting is the definition of “Mobile First”……many people define it as designing an online experience for mobile first before desktop or web. Mobile design is at the front. While this is good I think we should add “that marketers need to completely rethink their customer experience and remap out their customer journey, especially as it relates to its largest-growing demographic of new consumers, the millennials. And to that end……
- Please note that this is an example of a section divider, and that there are multiple color options for the divider depending on your need. Choose from the slide layout option to shift to the different colors, all part of the C2B color palette.
- We all know that Social Media has exploded over the last decade ...This chart from Pew Internet really shows that story well In the last 10 years, we've seen a staggering 10-fold jump in adults who use social media That number will continue to grow and so obviously, being successful with social media is imperative for your brand.
- Brands that are most successful on social are the one's that identify their goals before they start executing. ((Brian…add real examples in talk track)) There are different ways to be successful on Social. The key is understanding which goals are most important to your brand. So what's most important to your brand? - First, there's brand building. Social media is a great way to get in front of prospects and customers and get them talking and sharing your brand. - Sales is becoming increasingly important to marketers and so we're seeing a huge uptick in social advertising. A key stat is that 71% of consumers are more likely to make a purchase based on social media refferals - Customer Service is another important goal. 'Customer service' and 'social media' go hand and hand. Social media is where customers will spill their guts (for better or worse) about your product so it's important to respond to those customers appropriately. > Not only does this give good customer service to the complaining customer, it also signals to other prospects that you take customer service very seriously. Social Listening can pay huge dividends for your firm. On social platforms, customers will tell you exactly what they like/don't like about your products. They often will communicant important nuances that can help you market your product better. This information is a goldmine for marketers and product developers but you have to listen for it. > Of course, as your brand grows, it's difficult to 'listen' and 'respond' manually, especially to 1000's of customers all at once. Luckily, there's great 'social listening automation tools' available like Shoutlet and Hootsuite. They are both partners of IBM.
- "Going where your customers are" is a fundamental tenent of marketing and it certainly applies to social media. This slide very neatly sums up the traffic to the major social platforms. (Snapchat is not listed here but I should mention that it's up to 100 million daily users now.) So these are huge audiences and they're growing daily. As a marketer, you already know that your customers are into social media, so now it's critical to hone in on which of these platforms are most important to your customer.
- Most brands do not have the bandwidth to 'play well' on all social channels ...So it's important to have a good basic understanding of the different platforms so you can focus on the right platforms for your brand: - Facebook is still the giant with over 1.3 Billion users. Facebook has always been great for building brand loyalty, and now brands are using Facebook to achieve product sales through advertising. - Twitter is a great platform for getting the lastest news or updates from folks you follow. Marketers are primarily using Twitter for Public Relations and Brand Building efforts. - Pinterest is a gigantic social scrapbook that skews 80% female. It's a good platform for lead generation, especially if you're product is visual in nature. - YouTube has grown to 1 Billion Users. Video is the most media-rich way to explain your product. - Linkedin is the go-to career networking site. Everyone by now has a Linkedin profile so I'm sure you know the platform well. Linkedin is an especially strong advertising platform for B2B businesses - Instagram is the 'image/video' only platfrom that Facebook aquired in 2012. It's great for lead generation, targeting younger consumers, ages 18-29. - Google + has 200Million users, 67% are male. This platform has a lot of users, but it's utility is still emerging. At a minimum, it's a good way to boost your firm's SEO value.
- Social Advertising is a digital mega-trend that you are probably already thinking about. eMarketer recently reported that by next year, 1 in every 5 digital ad dollars will go to social media. ...Why this rapid growth? Because that's where your customers are. And that's where they're most engaged. ......Social Advertising is a great way for brands to 'cut through' and be seen by the RIGHT customers. Just as you're using automation to effectively reach your customers on email, use automation to target your best customers on social. At IBM we recently launched a product called Social Audiences which completely automates the process of social media advertising. So on 1 interface, the marketer can: choose the segment, select the ad objective, flight the ad on Facebook and Instagram, and then track the results. We've had a number of early successes including TopGolf, one of the leading sports entertainment firms. Top Golf saw a 60% reduction in their cost-per-click using Social Audiences Another happy customer is Melbourne Fashion Week which is one of the largest fashion events in the world. They used Social Audiences 'look-a-like' modeling and sold out their show in record time. So to sum this slide up - I recommend that you start experimenting with Social Advertising as this is next HUGE PLATFORM for digital marketers. It's ok to begin manually, but do be thinking about ways to automate this process so that you're positioned for success.
- The IBM Marketing Cloud supports the following key features: Email – easily create and edit highly relevant email content Lead Management – capture, qualify and nurture leads Mobile – drive personalized mobile experiences Social – engage with customers across social channels Analytics – understand and report on custom Recommendations – deliver emails with dynamic, personalized recommendations Personalization – deliver personalized content across digital campaigns Planning and Budgeting – Achieve better budgeting, planning and ROI (through integration with software from Allocadia) IBM Marketing Cloud is fully integrated with the new and innovative Journey Designer (collaborate, design and continually improve customer experiences) and Journey Analytics (visualize and quantify the end-to-end customer journey) products (part of the shared capabilities within the IBM Marketing Solutions portfolio). IBM Marketing Cloud also leverages the Universal Behavior Exchange providing click-to-connect integration with applications and data sources across IBM’s vast partner network and with internal customer systems.
- Universal Behavior – Capture every action – Captures and manages behavior across every digital and offline channel to build unparalleled insight into each individual Single Identity – Connect the dots – Connects every customer touch point into a single view Marketing Database – Manage behaviors at scale – Manages everything about each customer, easily and at scale Interaction Engine – Automate communications – Gets personal with each customer, one at a time and in real-time Multi-Channel – Communicate across platforms – Sends personalized messages everywhere each customer prefers to connect Analytics– Understand path to revenue – Discovers customer preferences by analyzing data from all devices and channels
- Choice for marketers. All these systems have databases – Silverpop can work with best of breed and custom systems – to stich identity across, connect behaviors, make each system more aware of each other. Dis on the suites
- Choice for marketers. All these systems have databases – Silverpop can work with best of breed and custom systems – to stich identity across, connect behaviors, make each system more aware of each other. Dis on the suites