Digital Marketing Live! 2014 - webpower - Laura Nuhaan
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description
HOE BETREK JE JE KLANTEN IN DE DIGITALE WERELD? Marketing is in de kern al decennia hetzelfde, maar de customer journey is voor altijd veranderd. De moderne klant heeft al het geschreeuw van push-marketing uitgezet. 60% van wat de klant doet gebeurt online. Daarom is het in kaart brengen van de customer journey heel belangrijk. In deze sessie gaat Laura Nuhaan (webpower) in op de behoefte om leads te nurturen en de veranderende rol van marketing te verklaren. Ze zal best practices delen aan de hand van cases van onder andere Glamour Sales (een luxe flash-sale website uit China) die de omzet wist te verhogen door een duidelijke nurture strategie via social, mobile apps en email in te zetten.
Transcript of Digital Marketing Live! 2014 - webpower - Laura Nuhaan
customer 2.0 has turned off all the noise
90% of the leads
generated leads never
close. (Sirius decisions)
nurturing according to the REAL model
it starts with customer insight
reach
engage
activate
leverage
The beginning of the
purchase period
2 months after the
purchase
half year after the
purchase
Friends offer
Tips
right time, right message, right person, right device
turning your customers into advocates
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时间触发
amy’s experience as a new member
first email and invite for WeChat
good morning! another wonderful day
new daily: different mood for everyday
where to start?
engaging marketing
what you want
to say
what they are
interested in
interaction trust
RELEVANCE
be personal
and offline
marketing automation summarized
1. build targeted
list
2. execute campaigns
3. measure email/website
behaviour
4. segment based on score
leads
5. nurture leads
(MQl/SQL)
6. analyse marketing/sales
performance
the customer journey has changed forever
it’s all about
the right message,
at the right time,
through the right channel
for the right person!
90% of leads never close (Sirius decisions)
75% of companies drop leads that aren’t ready to purchase immediately
90% of marketing content is not used (American Marketing Assoc.)
Generates 50% more sales-ready leads
and 33% lower cost (Forrester Research)
nurture your leads and contacts
