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Digital Marketing • to Create Profitable Customer Journeys

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Digital Marketing • to Create Profitable Customer Journeys • Digital Growth Conference 18: • Digital Marketing • To Create Profitable Customer Journeys • John Alexander Rowley • Head of Digital Marketing, Thorntons #DGPConf18 Digital Marketing To Create Profitable Customer Journeys. John Alexander Rowley Head of Digital Marketing, Thorntons @JohnARowley Hello! I’m John. ★ Over 15 years in digital marketing. ○ Specialising in multi-channel customer experiences. ★ Renewable, Financial & Scientific sectors. ★ Head of Digital Marketing for ★ Ecommerce thought leader at About Thorntons. ★ Owned by (€10b turnover). ○ Also own Ferrero Rocher, Raffaello, nutella, kinder, Tic Tac & more... ★ Thorntons annual turnover £200m. ★ Only ecommerce team in Europe... ★ ...Blueprint for digital & ecommerce. Question: What’s The Point In Digital Marketing? ...To Create Profitable Customer Journeys. “I want some smart light bulbs” Google TV advert Store visit Email Cashback Awareness Consideration Conversion Retention Micro-moments What Makes A Great Customer Journey? Customer journey = multiple customer experiences Suitable and All relevant Progressive and personal touchpoints timely messaging experiences considered 5 Steps To Creating Great Customer Experiences 1 2 3 4 5 Know Your Use The Right Support Your Surprise And Understand Audiences Channels Shoppers Delight Performance 1 Knowing Your Audience Knowing Your Audience: Segments and Personas. Hannah - 30 to 40 yrs 35, Female, 2x daughters “I need to try things - Has children on before I buy” - Female Demographic Regularly hires cocktail dresses Tina - Retired “I’m confused by 65, Female, Retired sketch artist - Radio 4 listener modern Behaviour - Home owner technology” Regularly buys confectionary Pete - Non-religious “I’m not giving my 44, Male, Taxi driver, Political - Voted Labour personal data Attitude - Technophobe away!” Regularly researches car parts Knowing Your Audience: Audience Preferences. Email Heritage 3 for 2 - Affiliates - Cashback 50% off Social Black Friday Black Friday Black Friday Paid Display ads Shopping Text ads Knowing Your Audience: Personalisation. Individual Name Location Gender Segment Affluence Genre preference Brand sentiment Behaviour Browse history Purchase history Watched shows 2 Using The Right Marketing Channels Using The Right Marketing Channels: Inbound Marketing. Paid Search Organic Search & Content Affiliates & Partnerships Using The Right Marketing Channels: Outbound Marketing. Email Marketing Social Media Direct Mail Using The Right Marketing Channels: Seamless Experiences. Showrooming Webrooming 66%of millennials said they 57%decline in footfall over last 5 years, but showroomed regularly. average order value tripled. 3 Supporting Shopper Journeys Supporting Shopper Journeys: UX vs UI vs Usability. User Experience User Interface Usability “Overall satisfaction of their “How users interact with the “How easily users interact online experience” website” with the page” OSAT Score % Users Searching % search completions Google Email Supporting Shopper Journeys: Usability Considerations. Interaction Functionality Information design architecture Eg. Form success Eg. Comparison Eg. Menu & URLs EASY Visual Copy & Content strategy design typography Eg. Colours Eg. Headings Eg. Video reviews } Supporting Shopper Journeys: CVR Optimisation. A/B/C Tests Multivariate Tests (1 * 3 = 3 outcomes) (2*2*2*2*2*2*2 = 128 outcomes) Option A 25% Off All 2018 Snowboards - Celebrate Winter 2 iPhone X From Just £899 - Boxing Day Offers .AD. www.snowboards-R-us.co.uk/snowboards/black-friday 4 .AD. www.mobiles-R-us.co.uk/January-sale Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt Get money off your bill every month for the rest of your contract in our January Sale. ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation. 8 Find out more about our incredible January deals and shop online. Mens snowboards Black Friday Deals 16 Apple iPhone X 64 Samsung Galaxy 9 Womens snowboards Free Gifts Available 32 Nokia 3310 128 Windows Lumia 4.2 Option B Free Gift When You Spend £200 - Celebrate Winter 2 Save £100 On The Latest iPhone X - Boxing Day Offers .AD. www.snowboards-R-us.co.uk/snowboards/black-friday 4 .AD. www.mobiles-R-us.co.uk/Apple Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt iPhone X features a new all-screen design. Face ID, which makes your face your password. ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation. 8 And the most powerful and smartest chip ever in an iPhone. Mens snowboards Black Friday Deals 16 Introducing iPhone X 64 January Offers Womens snowboards Free Gifts Available 32 Upgrade Today 128 Other Apple Devices Option C Next-Day Delivery On All Orders - Celebrate Winter .AD. www.snowboards-R-us.co.uk/snowboards/black-friday Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation. Mens snowboards Black Friday Deals Womens snowboards Free Gifts Available 4 Surprising And Delighting Customers Surprising And Delighting Customers: End-To-End Delighting. Awareness & Consideration Conversion Retention Pre-purchase During purchase Post-purchase Product information Delivery options Free gift in dispatch Handwritten Event reminders Painless checkout Thank You notes Retweeting brand Personal assistant Concierge service advocates Surprising And Delighting Customers: Adding A Personal Touch. Free Next-Day delivery “I need to try things ★ on before I buy” ★ Hassle-free returns ★ Money taken after 28 days “I’m confused by ★ Simplified interface modern ★ Support & journey guidance technology” ★ Mail Order options “I’m not giving my ★ Security Guarantees personal data ★ Guest Checkout away!” ★ Minimal data capture Surprising And Delighting Customers: What’s The Point? A ‘Thank You’ can do more to earn your customers’ long-term trust than any coupon or discount! Thorntons Claimed Thorntons Claimed Reviews (112) - Bad Reviews (776) - Great ★ ★ ★ ★ ★ ★ ★ ★ ★ ★ 4.6%increase in CVR for products with 63%consumers more likely to purchase from a 50+ reviews. site which has user reviews. (iPerceptions) (Revoo) 5 Understanding Performance Understanding Performance: Attribution Modelling. Google TV advert Store visit Email Cashback £0 £0 £0 £0 £100 Last click First click £100 £0 £0 £0 £0 Time Decay £5 £10 £15 £20 £50 Position £35 £10 £10 £10 £35 Investing correcting = Improved profitability Understanding Performance: Quantitative Research. First-Party Third-Party Consumer Data Data Surveys Audience data Consumer & mosaic data Post-purchase Behavioural data Competitor data Selective audience Commercial data Industry data Competitor sets Understanding Performance: Qualitative Research. Consumer’s Understand Eliminate, Grow and Experience Videos Pain-Points Repeat Pick your persona Photography opinions Views of key audiences Select their mission Interface interactions Cater to their needs Watch their experience Conversion killers Continuous improvement To summarise... Profitable & Great Customer Journeys Require: Right place Right person Right time Invest wisely 1 2 3 4 5 Support Your Understand Know Your Use The Right Surprise And Delight Audiences Channels Shoppers + Performance What’s the next step in your profitable customer journey? Thank You. @JohnARowley.
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