Marketing Automation

A lecture I held at Hyper Island for the course Digital Strategist. It's about how the next best offer, isn't the primary thing but rather the next best message. Creating customer journeys, segmenting your customer base and thinking about the customer lifetime journey.

Transcript

2. Marketing Automation HYPER ISLAND 19 February 2015
3. Nils Sköld UX Director at Apegroup @nilsskold
4. The digital age has obliterated the scripted, one- way flow of information that existed during the era of just a few channels. Companies used to communicate in highly controlled, carefully crafted messages. Now corporations and consumers, including Facebook’s one billion active users, are engaged in unplanned, unscripted discussions. - Power Shift: The rise of the consumer focused enterprise in the digital age. Carpenter, Gregory. Let’s start off with a nice quote…
5. What is Marketing Automation? Basically, it’s giving the customer what they want, when they want it.
6. IRL
7. Travel Site Homepage Checking in SMS Abandoned Cart E-mail
8. New technology make new ways of marketing possible, even real- time, but that’s not enough. It’s how we communicate it that will make a difference. Content + Context = Success!
9. How is it done?
10. Map out the Customer Journey Walk in their shoes and map out their journey. Visually, so that everyone understands. 1
11. 11 User Journeys Think on what your customers do before, during, and after, your core business. Empathy exercises help a lot! Before During After Experience
12. Where should I stay in Malmö?
 Does anyone know a good hotel? Is there a hotel near the station?
13. How do I find the hotel? I’m running late. How do I get in? Where can I eat at this hour?
14. In what room am I staying? At what time does breakfast end? Can I upgrade my room?
15. What’s the code for the WiFi? I don’t want to be disturbed! What kind of food can I order to the room?
16. What’s good to eat in this city? I need to find a gift shop close to the hotel What’s the best way of getting around?
17. I need to extend the check out by an hour. I want to file a complaint. I forgot my phone charger!
18. 18 User Journeys Map out the current journey, based on time and touch points, and then identify the opportunities
19. Analyse your customer data Measure everything, then create segments out of that data. Then build services or products for those segments. 2
20. 20 Gather Data of All Your Customers Analyse it and create behavioural segments. Find the room for improvements. 7% 8% 10% 11% 29% 35% A Travel Company tought their customers were families. It really was senior citizens.
21. 21 77% First Time User • Stays about one time a year • Bring in 24% of the revenue • Stays on weekends • Make reservations for two people or more • Most often go for package offers • Make reservations in bought channels • hotels.com, tripadvisor.com COSTUMER SEGMENT Marketing campaigns Push owned channels
22. 22 17% Returning Client • Stays for about five nights per year • Bring in 26% of the revenue • Stays almost only on week days • 40% is women and 60% is men. Most are in the age span 30 - 40 • Buys parking but doesn’t use roomservice • Make reservations in both bought and owned channels COSTUMER SEGMENT Parking Age 30 - 40 Owned channels
23. 23 6% Loyal Customer • Stays for about 27 nights per year • Bring in half the revenue • Are at the hotel only on week days • 75% are men aged between 40 - 55 • Buys parking and uses room service • Make reservations in owned channels COSTUMER SEGMENT Parking Room Service Customer Care
24. Focus on the Customer Lifetime Value Measure everything, then create segments out of that data. 3
25. 25 Customer Lifetime Value Listening activity on service Acquisition Marketing Lost Learn
26. 26 Onboarding Educating the new user on how to use the service. Acquisition Lost 1
27. 27 Push for higher frequency Get user more active through relevant content Acquisition Lost 1 2
28. 28 Try a New Mix Based on other similar profiles and their behaviours. Acquisition Lost 1 2 3
29. 29 Re-activation Efforts Personalised messages bed on segmentations Acquisition Lost 1 2 3 4
30. 30 Churn Analysis So to better spot user behaviour that is about to leave. Acquisition Lost 1 2 3 4 5
31. Get the Right Tools You can do this manually but it will take years. And there is a great deal of powerful tools out there. Google Salesforce Journey Builder for a video demo. 4
32. Triggered Communication
33. This is most companies marketing plan.
34. 34 Triggered Communication If this, then that.
35. 35 Even out the customer engagement With constant running contextual content. Additional content User engagement Scheduled campaigns
36. 36 Personal and Contextual If we add all the data we have we can better understand the customer and her needs. Customer data Purchase History Favourites Customer Frequency … Position Location Weather Time of Day … Personal & Social Friends / Contacts Birthday Social network … Open API:s Traffic Sports Emissions …
37. Buy a muffin before noon and get it for half prize!
38. Purchase History Open API: Train traffic Location: Train Station
39. Want to lose 7000 points?
40. Time: Before departure Loyalty club Database: Unsold
41. While Bank Apps says absolutely nothing…
42. Weather: Raining Location: Proximity Time: Closed Welcome Nils! Use the code 1234 to get in, and if you’re going out again make sure to bring the umbrella that’s been placed in your room.
43. 43 Communication Plan A healthy mix of scheduled and triggered communication. JAN FEB MAR APR MAJ JUN JUL AUG SEP OCT NOV DEC Winter campaign Sports Holiday Customer appreciation Room Service Staycation campaign Loyalty Card campaign Halloween campaign Extra points on Coffee campaign New customer greeting Scheduled Triggered
44. Assignment
45. You are the marketing director for a travel company. ASSIGNMENT
46. Based on given customer segments, and all the ways to do triggered communication. ASSIGNMENT
47. Map out a customer journey for one segment and create a communication schedule for them. ASSIGNMENT Don’t forget the Customer Lifetime Value!
48. 48 Main Segments Based on the customer data for the travel company. Planners Last Minute Loyal Buy package deals with flight and hotel in one. Books from bought media, and close before departure. Most often 2 people. 20-30 age First time visit. Want to explore the area. Buy the trip almost a year in advance. Are 3-4 people. Most often with young kids. Read up on everything and come very prepared. Writes detailed reviews and complaints. Goes to the same place every year. Often a larger group, going together. Books through phone, knows the personnel. Know the area. Stays mostly at the resort.
49. 49 Triggered Communication Planned communication based on real time actions. Customer data Purchase History Favourites Customer Frequency … Position Location Weather Time of Day … Personal & Social Friends / Contacts Birthday Social network … Open API:s Traffic Sports Emissions …
50. Merci.