11. 6am 7am 8am 9am 10am 11am 12am 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12pm Home Travel Work Travel Home Radio Tablet Mobile PC TV Paper multi-tasking @iamgfc
16. a new breed of connected customer @iamgfc completely connected, multi-platform, multi-tasking, multi-touchpoint, just what I like, just the way I like it,
17. Click &Know Click & Say Click & Do Click &Buy @iamgfc it starts with a click
53. Why use Data to Segment and Create Relevancy? ‘relevance drives 60% of consumers who make immediate email purchases’ Jupiter Research ‘marketers that leverage data from off line channels can generate 3x more revenue from their email program’ Jupiter Research ‘relevant emails drive 16x more revenue than traditional broadcast mailings’ Jupiter Research ‘alignment with consumer interests is the number one driver of email opens,’ Forrester Research ‘non relevant mailings are the top reason why consumers opt out of email,’ Forrester Research Targeted emails generate on average over 4x the revenue of non targeted emails Forrester Research
65. @iamgfc 20% of all email is opened on a mobile device Source : Liveintent
66. Layout - design for skimming, design for different formats (email/smartphone, iPad, etc.) Using Media Queries to deliver the correct format of email for your subscriber Smartphone 320px Tablet 768px Desktop 1600px The Economist – 4 pages
67. @iamgfc All which is beautiful and noble is the result of reason and calculation Charles Baudelaire
68. Lights out Marketing – Changing Behaviour Re-purchase trigger VIP Lapsed Programme Weekly BAU Birthday Email Website browse trigger Product lifecycle Product review Abandon Basket By overlaying a series of communications at moments of highest engagement, we can influence the lifecycle Social Alerts Welcome Education / Nursery Programme
First of all thanks to Lexi & Simon for inviting me back to present this year.Did anyone see me present last year?For those of you who don’t know I had the pleasure of working with eCircle last year – and now head up eCRM at EHS 4D..A competing hashtag…and there is prize for the tweeter who uses it the most during the session alongside my twitter handle Ok… a few words of apology..I apologise for not looking or sounding or even acting Italian. For those of you who were expecting that...I give you..
B is for BrandOf course the Brand is important and no Marketer in his or her right mind would argue differently. Emotion stills plays an important role. Ask the Harley Davidson fan who has the Harley logo tattooed on themAnd the Brand has to be conveyed throughout the eCRM experience. In football there is a saying that it only takes a second to score a goal. It takes just as long to score an own goal!Ultimately the message is a combination of the Brand, The Purpose of the Communication, and the Attributes of the Channel being usedAnd lets not forget that Consumers don’t think Channel, Multichannel. On or offline…they think Brand
Photos taken from here:http://www.flickr.com/photos/jasontravis/with/4206660697/Search for “diptych”.
We live in a world where essentially many consumers are on e click and thirty seconds away from knowing anything, having their voice heard, doing and buying anythingAs Marketers we want to Engage this Connected Audience
so..let me set some markers about eCRM
A is for Ancient Greeks, Not often you read the words Ancient Greeks when in conversation about eCRM, in particular my old friend Aristotle .Of course the Ancient Greeks were great debaters and held their famous ‘Symposia’. Aristotle talked about the Art of Persuasion and he boiled success down to 3 factors
Using the right level of detail is important. Use too little and you can end up just creating caricatures of your audience that exaggerates certain characteristics that are misleading
Q is for Quiet...I want to be aloneAs with any conversation, there are periods when silence is golden. Do I really want a message from you every day trying to sell me another laptop when I only bought one last month? How often do you think I buy expensive pieces of IT as a consumer?We can’t expect the consumer to want to constantly engage with us so we need to ensure that our eCRM takes into account the customer journey specific to the product and services we provide.
Photos taken from here:http://www.flickr.com/photos/jasontravis/with/4206660697/Search for “diptych”.
