A short presentation on the importance of having a unified digital marketing strategy AND why focusing on your customers journey is the key to making it successful.

1. Neil Henry
Planning Your Digital Strategy

2. Digital is now a LIFESTYLE
not a technology

3. Customers are changing BEHAVIOUR
faster than companies can evolve

4. Dealing with digitally empowered consumers requires firms
to reshape themselves around the CUSTOMER JOURNEY
1.0
Product / Service Store
2.0 3.0
Channel Customer
4.0
Firms who were born
during the ‘age of
manufacturing’ have
business models,
processes and
technology that are
organised around their
product / service
Firms who were born
during the ‘age of
distribution’ have
business models,
processes and
technology that are
organised around their
store front / branch
Firms who were born
during the ‘age of
Internet’ have business
models, processes and
technology that are
organised around the use
of multiple mashups of
web based channels
Firms who need to be
successful in today’s ‘age of
the empowered customer’
need to re-imagine their
business model, processes
and technology, re-shaping
them around their
customers journey

5. Customers expect businesses
to support their DIGITAL WORLD

6. THE
RELEVANCE OF
FACEBOOK
THEY
EXPECT
THE
IMMEDIACY
OF TWITTER
THE
INTELLIGENCE
OF AMAZON
THE
EXPERIENCE OF
UBER
THE
SIMPLICITY OF
APPLE
THE
CONTENT OF
YOUTUBE
They live a digital life measured by
NEW BENCHMARKS
THE
OMNIPRESENCE
OF GOOGLE

7. Companies are re-imagining how they
need to adapt to their customer’s
DIGITAL LIFESTYLE

8. The customer is INFORMED…
Consumers today know
what they want, where
to go and how to get it.
They trust certain
companies and like
simplicity to take action.

9. The customer is EMPOWERED…
With so many online
options, consumers have
total control at every stage
of the customer journey.
They can choose when and
how they want to connect
and possibly buy from you.

10. The customer is ASSERTIVE…
Customer experiences
should be designed to give
people the information they
want in the ways they want
to digest it… digitally.
What is the users intent at
every point in their journey,
to connect or buy?

11. “By gaining far greater exposure to potential customers...
Connecting with consumers anywhere, anytime”
ISYOUR DIGITAL STRATEGY DELIVERING?

12. “By taking the opportunity to level the playing field with
bigger players...And generate greater conversion rates”
ISYOUR DIGITAL STRATEGY DELIVERING?

13. “By reducing the cost of wasteful marketing... Save money
with a measurable strategy that attracts genuine customers”
ISYOUR DIGITAL STRATEGY DELIVERING?

14. “By uncovering real-time customer insights to better engage and
serve people... Be professional, responsive, genuine”
ISYOUR DIGITAL STRATEGY DELIVERING?

15. “By providing native experiences people want... Be non-intrusive,
build rapport and gain trust in an age of consumer choice”
ISYOUR DIGITAL STRATEGY DELIVERING?

16. Creating exceptional customer experiences requires
DIGITAL MATURITY
Level 1 Level 2 Level 3 Level 4 Level 5
Heroic efforts
in service
Best in class
delivery
Customer
Focused
Experience
driven
Scalable
at speed

17. The initial stages are worthy endeavours
BUT RETURNS BEGINTO TAPER OFF
“A disconnected digital strategy and tactics will not
build brand awareness or generate leads…
Projects that are overtly focused on insular
perspective require constant digital channel
refresh.They think little of end user experiences…
No real uplift in customer focus or digital channel
prioritisation misses the opportunity to make lives
easier, helping people to connect and then act…
Business loses potential customers by not targeting
the right people with the right message. In short
customer experience is severely fragmented.”
Level 1 Level 2
Heroic efforts
in service
Best in class
delivery

18. Establish a digital transformation agenda
CENTERED AROUNDTHE CUSTOMER
value
Customer
Experience
Digital
Strategy

19. Customer
Experience
Digital
Strategy
value
Ensure key decision makers understand and embrace
A CUSTOMER CENTRIC DIGITAL STRATEGY
CMO, CIO agenda:
“Show up where the customer
is likely to be”
“Create seamless & amazing
experiences along the
customer journey”
“Drive online customer
acquisition without selling”
“Enhance digital cross sell ”
“Develop deep insight into
customer behaviour”
COO, CFO agenda:
“Drive digital adoption
across customer base”
“Deploy new ways of
collaborating between IT,
marketing and sales”
“Digitise ‘channel to
fulfilment’ through A/B
testing of campaigns”
“Integrate the digital
marketing mix across the
entire business”

20. Your Digital Marketing Strategy
END-TO-END DIGITAL TRANSFORMATION
Customer
Interaction
Insight Integration
Strategy Design
Technology

21. Insight Integration
Strategy Design
Technology
Defining digital
channels,
strategies &
approaches
Designing
exceptional,
customer
experiences
Helping clients
evolve to deploy
faster, more
iteratively
Your Digital Marketing Strategy
DIFFERENTIATE, MEASURE & OPTIMISE
Deploying tactics
that can be
measured &
optimised
Customer
Interaction

22. stakeholder
interviews
digital
inventory audit
customer
segment &
persona profiling
mapping the customer
journey
apply service and
interaction design
information
architecture
design A/B
campaign models Layout visual
design elements
beta launch
campaign
usability testing
and alpha launch
customer validation, learn,
tweak, implement
customer journey
optimisation
MappingYour Customer Journey
MULTI-CHANNEL & REVENUE CENTRIC

23. Neil Henry
DIGITAL STRATEGIST
Consulted for:
Accredited by:
Contact:
Email neil@positivesparks.co.uk
Call (UK) 0330 111 2570
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