On-demand marketing engagement

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Customers are demanding more from their brands. They want it now, they want it on their own terms, they want it to be relevant to them, and they want it to be easy. These are the building blocks companies need to use when developing a customer experience in an on-demand world. David Edelman made this presentation at the McKinsey Chief Marketing & Sales Officer Forum event in 2012.

Business

ON-DEMAND
ENGAGEME
NT
DAVID EDELMAN
Global Co-leader, Digital Marketing & Sales Practice
#CMSOevent
@DavidEdelman
It’s about their journey
Chief Marketing & Sales Officer Forum, 2012

are on the way to create
AN
ON-DEMAND
WORLD
MORE BUILDING BLOCKS

EYE TRACKING
NFC MOTION SENSING
BIOMETRICS

NOW
LET ME
FOR ME
SIMPLY
DELIVERING ON-DEMAND
Be there
Reduce the effort
Enable the “wow”
Personalize the journey

use case scenario
CUSTOMER DECISION JOURNE

Diane taps her friend’s headphones, embedded with NFC technology.

The tap leads Diane to Listen Ups’ mobile website.

She checks out the color options and posts to Facebook.

An alert prompt is sent to Diane’s phone.

She buys the pink ones and receives a free month of Pandora.

She posts a real picture of her new headphones. Her friends love them.

If her friends buy headphones she gets another free month of Pandora.

Diane gets an email offering a discount at a local club.

BE THERE
Coordinate built,
opt-in, and paid
touchpoints.
NOW

HELP HER DELIVER
EMOTION
Accomplish
Entertain
Inform
Connect
Recognition
Fun
Personalization
Achievement
ENABLE THE “WOW”
Uncover the real compromise
LET ME

PERSONALIZE THE
JOURNEY
Filter “Big Data”
from and to
the front line
FOR
ME
Personalize
& Share
Interpret
Capture
Engage

Delivery
3
DesignData
21
IT’S TIME TO GET
DELIBERATE

Radian 6
What type of data do you gather?
Howdoyougatherdata?
Passively
track
Actively
stimulate
WHAT ARE
THEY
SAYING?
DATA TRENDS
WHAT ARE
THEY
SEEING?
WHAT ARE
THEY
DOING?

Spend
Incrementalcustomeracquisitions
DATA PERFORMANCE
New
techniques
converge
media mix
modeling and
attribution

PEOPLE
understand her
complete contextWHERE IS
SHE?
WHO IS
SHE?
WHERE IN
JOURNEY?
DATA

DESIG
N
FEEDBACK,
FEEDBACK!
buzz and behavior

TAKE A HARD LOOK AT:
Customer intelligence
Campaign and program planning
Content supply chain
Performance tracking
Agency management
Service support
DELIVER
Y
SMART, ITERATIVE,
CROSS-CHANNEL
& REAL TIME

BANK:
Elevated CMO, closer to CIO/ CFO/ COO
Cross-BU executive steering committee
Digital marketing ctr. of excellence
Mobile/Social executives
EMBRACE NEW
STRUCTURES
DELIVER
Y

MARKETING
OR
ENGAGEMENT?
THE BIG QUESTION

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