7. ITLOOKSMORELIKETHIS
DISCOVER
NEED
RESEARCH
RECEIVE
OFFER
SHOP
&
BUY
TRACK
ORDER
RECEIVE
GOOD
USE
GOOD
PRINT
WEB
TV
SOCIAL
facebook..
WORD
OF
MOUTH
REVIEWS
WEB
SHOP
RETAIL
STORE
AWARENESS
CONCIDERATION
INTEREST
ADS
EMAIL
LETTERS
CALLS
ACTION
BEFORE BOUGHT
17. ABOUT THE RIGHT MOMENT
WAKEUP
2015: People using different DEVICES at
different situations
OFFICE
COUCH
BED
CELLPHONE, LAPTOP, TABLET, CELLPHONE
18. MANY WAYS TO REACH CUSTOMER
Affiliate
Applications / Widgets
Blogs + Blogging
Direct /
Referring Links
Content Marketing
Comment Marketing
Display Ads
Display Advertising
Document Sharing
(Slideshare)
Email
Newsletter
Letter
Forums
Inbound Marketing
Infographics
Link Building
News / PR
Online Videos
Podcasting
PPC
Presentations
Press Releases
Print / TV / Radio
Q+A Sites
Research /
Whitepapers
Retargeting
SEO
Social Bookmarking
Social Networks
Telemarketing
Trade Shows
Type in Traffic
Webinars
Word of Mouth
EVEN MORE
21. WE NEED A STRATEGIC WAY
1.PLAN
2.REACH
3.ACT
4.CONVERT
5.ENGANGE
22. WHERE / HOW
REACH
ACT
CONVERT
ENGANGE
Search
engines,
Social-‐Networks,
Blogs
Your
web
site,
blog,
community...
Ecommerce
process,
product,
price
and
promoNon
Customer
Advocacy
23. TO MEET THE CUSTOMER IN STAGE:
REACH
ACT
CONVERT
ENGANGE
EXPLORATION
DECISION
MAKING
PURCHASE
ADVOCACY
Search
engines,
Social-‐Networks,
Blogs
Your
web
site,
blog,
community...
Ecommerce
process,
product,
price
and
promoNon
Customer
Advocacy
24. TO MEET THE CUSTOMER IN STAGE:
REACH
EXPLORATION
Search
engines,
Social-‐Networks,
Blogs
Publish and promote your content, allow
sharing to other outposts, network and
influencers. Draw People to your content
hub...
KPI: Unique Visitors, Value per Visit, Fans /
Follower
25. TO MEET THE CUSTOMER IN STAGE:
ACT
DECISION
MAKING
Your
web
site,
blog,
community...
Be worth finding via clear customer
journeys and a content hub that is relevant,
inspirational, useful and creates leads
KPI: Leads, Time on Site, Shares /
Comments
26. TO MEET THE CUSTOMER IN STAGE:
CONVERT
PURCHASE
Ecommerce
process,
product,
price
and
promoNon
Capitalize on marketing investment usinf
CRO, marketing automation and
remarketing to ensure contextual relevance
drives conversion
KPI: Sales, Revenue/Profit, Average Order
Value
27. TO MEET THE CUSTOMER IN STAGE:
ENGANGE
ADVOCACY
Customer
Advocacy
Thrilled Customers are key to social media
marketing, social proof, repeat sales and
referral, Start your marketing here!
KPI: Repeat Purchase(Lifetime Value),
Satisfaction and Loyalty, Advocacy
45. THINKABOUT STEPS
CREATE
NEWSLETTER
-‐
DESIGN
-‐
CONTENT
...
CREATE
LANDINGPAGE
-‐
DESIGN
-‐
CONTENT
-‐
Prepare
and
test
Tracking
GROUP
EMAILS
TEST
EMAILS
ON
DEVICES
SEND
EMAIL
46. OR IF MORETIME
CREATE
NEWSLETTER
-‐
DESIGN
-‐
CONTENT
...
CREATE
2
LANDINGPAGES
-‐
DESIGN
-‐
CONTENT
-‐
Prepare
and
test
Tracking
GROUP
EMAILS
TEST
EMAILS
ON
DEVICES
SEND
IN
PARTS
(10%
to
LP1,
10%
to
LP2)
THINK IN
LOOPS
CHOOSEBEST"
LANDINGPAGE,THENTRY
AGAINWITHLP3
75. ASK DIRECT OR INDIRECT
WHICHTYPEOFDOCTORAREYOU[...]?
VS
OURCATEGORIES:...
SAMEDATA,LESSOFFENCE
76. INFORMATION INSTEAD OF
MARKETING
IFYOU KNOWTHE CUSTOMER BETTER NOW,
SEND HIM HOWTO‘S / CONTENT INSTEAD OF
PLAIN PRODUCT INFORMATIONS.
5
ways
to
learn..
How
to...
How
to
learn
the
right
way
for
exams
77. EVENT DRIVEN MARKETING
Customer
puts
something
in
basket
Newsle[er
YOU DONT NEEDA LOGIN,
JUST DOTRACKING RIGHT
Reminder
You
forgot
your
basket
1
day
later
Reminder
WE
MISS
YOU
3
days
later
10%
voucher
?
78. AFTER SALES CAMPAIGN
How
is
it?
Do
you
have
QuesNons?
Newsle[er
YOU DONT NEEDA LOGIN,
JUST DOTRACKING RIGHT
Reminder
Write
a
review
1
week
later
Reminder
Recommend
to
friends
3
weeks
later
Get
5€
coupon
3
day
later
5€
for
you
and
your
friends
79. BEST CUSTOMER CMPGN
Goodies
Event-‐InvitaNon
(offline)
Xmas
Special
offers
Customer
spend
last
year:
1000
€
get
a
free
10.000
€
get
a
free
100.000
€
get
a
free
80. OTHER EVENTS
Birthday,
geang
married,
(first)
child,
move
appartment,
Second
buy,
new
item,
friend
invitaeon,
facebook
share...
First
eme
you
logged
in
on
Sunday....
and
so
on
and
so
on...
its
all
about
your
data
/
what
you
collect