- 1.Best Practices in Sports and Entertainment Digital Fan
MarketingKristin Hambelton 03/09/2011
2. Why Digital Fan Marketing Challenges in Digital Fan Marketing
Why Embrace Marketing Automation Where and How to Get Started
Agenda Neolane confidential Copyright Neolane - 2011 3.
- Conversational marketing technology to build and sustain
one-to-one lifetime dialogues across both inbound and outbound
channels
4.
- Digital Fan Marketing - Driven by the Fan
- Brand GoalsHavent Changed
- CustomersHave Seized Power
-
- Information is ubiquitous
-
- Purchases are ever easier
-
- Every buyer is a prescriber
Fickle and Nomadic
5.
- Digital Fan Marketing - Driven by the Fan
- Traditional MarketingLosing Relevance
- Reestablish Customer Intimacyvia Conversational Marketing
-
- Unify Service & Marketing to Create Value
6.
- Challenges in Digital Fan Marketing without Marketing
Automation
Centralized view of the fan Scalability Measurement Coordination
across channels inbound/outbound, offline/online 7.
- Challenges in Digital Fan Marketing with Marketing
Automation
8.
- Overcoming the Challenges Why Embrace Marketing Automation
- Organize and optimize marketing processes
- Unify inbound and outbound communication channels
- Leverage every opportunity of contact to inflect individual
behavior
- Personalize every conversation
9.
- Guide Every Individual on a Unique Value Creation Journey
1er Achat 2e Achat Abandonnistes Customer Value Time Social
AdvocacyOutboundReactivation InboundQualification InboundCross-sell
OutboundLoyalty Up-sellTriggerInboundMaturation OutboundAcquisition
10.
- Where and How to Get Started
-
- FanOne is expert in customer acquisition, retention, and
measurement
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- Make sure your own organization is committed to the importance
of automating assign resources
-
- Evaluate your own processes dont automate bad processes
-
- Start slowly and get some quick wins to build momentum if you
can
-
- You need a marketing automation platform to gain any scale and
real results over the long-term
11.
- Digital fan marketing is truly driven by the fan
- Channel coordination; single view of the customer; measurement
and scalability are key challenges
- Embracing marketing automation drives effectiveness,
efficiency, and accountability in new world order of fan
relationships
- Getting started requires:a decision/commitment to do it;the
right people; the right processes;and the right technology