eCommerce Expo: Designing Customer Experiences that create Advocacy and Retention - Andrew Machin
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The document discusses designing customer experiences to create customer advocacy and retention. It notes that traditional display advertising has very low click-through rates. The document advocates focusing on creating relevant customer experiences tailored to individual moments by understanding customer motivations and concerns through engagement. This facilitates personalizing content to create unique experiences for each customer, leading to lower bounce rates and higher conversion rates.
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eCommerce Expo: Designing Customer Experiences that create Advocacy and Retention - Andrew Machin
- 1. Designing Customer Experiences that create Advocacy and Retention Andrew Machin –Head of Creative
- 4. Brand User Offer Respond Convert The ‘ORC’ customer journey
- 6. 5,300,000,000,000 Display ads served in the US in 2013. ~25% increase on 2009 Comscore
- 7. 0.1% Average CTR. Some formats as low as 0.04% Doubleclick
- 8. Statistically, you are more likely to survive a plane crash Solve Media Research
- 9. Statistically, you are more likely to survive a plane crash CURSE YOU, GROUPON!!! Solve Media Research
- 10. HIGH REACH LOW CONVERSION
- 11. A.D.D.?
- 12. “There is no such thing as an attention span. People have infinite attention if you are entertaining them.” Jerry Seinfeld
- 13. A.D.D.M.R.D.
- 14. LOW RELEVANCE LOW CONVERSION
- 15. Because we live in the ‘moment’ Why?
- 18. 35,000,000,000 moments per day
- 22. ?
- 23. ?
- 27. LOW REACH HIGH RELEVANCE
- 28. Brand User Moment Relevance Experience The emerging ‘MRE’ customer journey
- 29. The Audience of 1
- 30. How do we become ‘relevant’ to 1?
- 32. Engagement + Knowledge = Relevant Experiences
- 33. Complexity Knowledge The Decision Experience Model
- 35. Complexity Knowledge FACILITATE CONTENT
- 36. Complexity Knowledge FACILITATE CONTENT ENGAGE
- 37. Complexity Knowledge FACILITATE CONTENT ENGAGE EXPERIENCE
- 38. Complexity Knowledge We have matured here
- 39. Complexity Knowledge We have matured here But up here is where the magic happens
- 40. Complexity Knowledge Understand motivations concerns through engagement Personalise content to create unique experiences
- 50. Complexity Knowledge In the moment No value Low content Low engagement
- 51. Create relevant experiences that keep people coming back
- 52. Moment Listen Experience Personalise Engagement Relevance
- 55. -30% Bounce rate +30% Conversion
- 56. Engage with your customers to ensure you stay relevant
- 57. “If youdislike change, you're going to dislike irrelevance even more.” EricKenShinseki
- 58. Thank you Andrew.Machin@branded3.com @The_MachinBranded3.com @Branded_3