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Design for Customer Engagement
Constructing the Composable Enterprise for your Digital Marketing Strategy
Alessandro Lav...
About the Speaker
Alessandro Lavazzi
Customer Engagement Practice Manager
I have more than 10 years of experience in the d...
DIGITAL
MARKETING
STRATEGY
SAMPLE CASE:
MONETIZATION IN
A B2C COMPANY
COLLECT:
LANDING PAGE &
CONTACT FORM
MANAGE:
CORPORA...
DIGITAL
MARKETING
STRATEGY
SAMPLE CASE:
MONETIZATION IN
A B2C COMPANY
COLLECT:
LANDING PAGE &
CONTACT FORM
MANAGE:
CORPORA...
Set Up Your Digital Marketing Strategy
Is my Marketing Funnel Digital?
Episode 1
Digital Marketing Strategy
How to setup your Digital Marketing Strategy?
6
How to select the
right Digital
Marketing Building
Blocks?
How to translat...
The Marketing Funnel
7
Do I have to build in some way a so-called FUNNEL?
Customer Funnel
Marketing Funnel
Sales Funnel
Co...
The Marketing Funnel
8
Acquire new prospects and leads
Convert those leads into buyers
Get those buyers to buy
more or buy...
The Digital Marketing Funnel
9
Consumer LifecycleCommunity Business Action
LEAD
PROSPECT
CUSTOMER
RETENTION
CONVERSION
NUR...
The Digital Marketing Funnel
10
There are different approaches to start the digitalization process of your
funnel, dependi...
The Digital Marketing Funnel
11
Every approach act on a different stage of the funnel
Consumer LifecycleCommunity Business...
The Digital Marketing Funnel
12
Every approach act on a different stage of the funnel
Consumer LifecycleCommunity Business...
The Digital Marketing Funnel
13
Every approach act on a different stage of the funnel
Consumer LifecycleCommunity Business...
Set Your Goal
Let’s assume that our primary goal is the monetization
Consumer Lifecycle Business Action
RETENTION
CONVERSI...
B2B
B2C
Set Your Goal
We use the monetization approach to start a foundation project: the starting point of the optimizati...
techedgegroup.com
This document and the information contained herein are proprietary to Techedge.
This document, either in...
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Design for Customer Engagement: Digital Marketing Strategy

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Episode one of a seven episode podcast series on Design for Customer Engagement. Starting from business objectives, the series focuses on identifying all of the relevant technological components that seamlessly integrate with one another, in order to assist companies in developing an End-to-End Digital Marketing landscape that suits their business strategy. Listen to the full podcast at: http://www.techedgegroup.com/podcast/engaged-by-design/digital-marketing-strategy

Veröffentlicht in: Technologie
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Design for Customer Engagement: Digital Marketing Strategy

  1. 1. 1 Design for Customer Engagement Constructing the Composable Enterprise for your Digital Marketing Strategy Alessandro Lavazzi
  2. 2. About the Speaker Alessandro Lavazzi Customer Engagement Practice Manager I have more than 10 years of experience in the domain of IT Solutions for Customer Engagement. Currently, I work to help companies implement a new generation of Composite Enterprise Solutions designed to create multi-channel, ultra-tailored customer experiences by taking advantage of big data, social interaction and micro-services. My area of interest is the design and deployment of Customer Engagement Solutions in the context of Digital Transformation. In particular, I focus on the (r)evolution of the Sales, Marketing and Services processes leveraging state of the art cloud, IoT, social and big data solutions. https://it.linkedin.com/in/alessandro-lavazzi Alessandro.Lavazzi@techedgegroup.com
  3. 3. DIGITAL MARKETING STRATEGY SAMPLE CASE: MONETIZATION IN A B2C COMPANY COLLECT: LANDING PAGE & CONTACT FORM MANAGE: CORPORATE CONSUMER DB & CRM SEGMENT: SEGMENTATION TOOL & SCORING ENGINE EXECUTE: MARKETING AUTOMATION MEASURE: CUSTOMER INSIGHT
  4. 4. DIGITAL MARKETING STRATEGY SAMPLE CASE: MONETIZATION IN A B2C COMPANY COLLECT: LANDING PAGE & CONTACT FORM MANAGE: CORPORATE CONSUMER DB & CRM SEGMENT: SEGMENTATION TOOL & SCORING ENGINE EXECUTE: MARKETING AUTOMATION MEASURE: CUSTOMER INSIGHT
  5. 5. Set Up Your Digital Marketing Strategy Is my Marketing Funnel Digital? Episode 1 Digital Marketing Strategy
  6. 6. How to setup your Digital Marketing Strategy? 6 How to select the right Digital Marketing Building Blocks? How to translate the Customer Journey into an effective Digital Marketing Strategy?
  7. 7. The Marketing Funnel 7 Do I have to build in some way a so-called FUNNEL? Customer Funnel Marketing Funnel Sales Funnel Conversion Funnel Purchase Funnel … $ $ $ LEADS LEADS LEADS BUSINESS
  8. 8. The Marketing Funnel 8 Acquire new prospects and leads Convert those leads into buyers Get those buyers to buy more or buy more often If you have a business and you have customers, then you already have some type of funnel The goal is to digitalize and optimize your funnel in order to increase conversions and revenue Loss of consumers
  9. 9. The Digital Marketing Funnel 9 Consumer LifecycleCommunity Business Action LEAD PROSPECT CUSTOMER RETENTION CONVERSION NURTURE Public Friend/Fan/Follower Subscriber Customer/Member Loyalist Advocate AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY ADVOCACY • Generic and Brand Paid Search & Search Engine Marketing (SEM) • Email Campaigns • Landing Pages • Webinars • Special Offers • Workshops • Retargeting • Content Personalization • Product Recommendations • Loyalty Program • Discount • Customer Support • Special Offers • Search Engine (SEO) • Social Media • Web Site Advertising
  10. 10. The Digital Marketing Funnel 10 There are different approaches to start the digitalization process of your funnel, depending on your goal Acquire new prospects and customers ACQUISITION Convert prospects (or inactive buyers) into recent buyers ACTIVATION $ Generate revenue from active buyers and indoctrinated subscribers MONETIZATION $$ $$
  11. 11. The Digital Marketing Funnel 11 Every approach act on a different stage of the funnel Consumer LifecycleCommunity Business Action LEAD PROSPECT CUSTOMER RETENTION CONVERSION NURTURE Public Friend/Fan/Follower Subscriber Customer/Member Loyalist Advocate AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY ADVOCACY • Generic and Brand Paid Search & Search Engine Marketing (SEM) • Email Campaigns • Landing Pages • Webinars • Special Offers • Workshops • Retargeting • Content Personalization • Product Recommendations • Loyalty Program • Discount • Customer Support • Special Offers • Search Engine (SEO) • Social Media • Web Site Advertising ACQUISITION
  12. 12. The Digital Marketing Funnel 12 Every approach act on a different stage of the funnel Consumer LifecycleCommunity Business Action LEAD PROSPECT CUSTOMER RETENTION CONVERSION NURTURE Public Friend/Fan/Follower Subscriber Customer/Member Loyalist Advocate AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY ADVOCACY • Generic and Brand Paid Search & Search Engine Marketing (SEM) • Email Campaigns • Landing Pages • Webinars • Special Offers • Workshops • Retargeting • Content Personalization • Product Recommendations • Loyalty Program • Discount • Customer Support • Special Offers • Search Engine (SEO) • Social Media • Web Site Advertising ACTIVATION $
  13. 13. The Digital Marketing Funnel 13 Every approach act on a different stage of the funnel Consumer LifecycleCommunity Business Action LEAD PROSPECT CUSTOMER RETENTION CONVERSION NURTURE Public Friend/Fan/Follower Subscriber Customer/Member Loyalist Advocate AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY ADVOCACY • Generic and Brand Paid Search & Search Engine Marketing (SEM) • Email Campaigns • Landing Pages • Webinars • Special Offers • Workshops • Retargeting • Content Personalization • Product Recommendations • Loyalty Program • Discount • Customer Support • Special Offers • Search Engine (SEO) • Social Media • Web Site Advertising MONETIZATION $$ $$
  14. 14. Set Your Goal Let’s assume that our primary goal is the monetization Consumer Lifecycle Business Action RETENTION CONVERSION NURTURE AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY ADVOCACY • Generic and Brand Paid Search & Search Engine Marketing (SEM) • Email Campaigns • Landing Pages • Webinars • Special Offers • Workshops • Retargeting • Content Personalization • Product Recommendations • Loyalty Program • Discount • Customer Support • Special Offers • Search Engine (SEO) • Social Media • Web Site Advertising LEAD PROSPECT Public Target Audience Community CUSTOMER Customer/Member Loyalist Advocate Friend/Fan/Follower Subscriber MONETIZATION $$ $$ 14
  15. 15. B2B B2C Set Your Goal We use the monetization approach to start a foundation project: the starting point of the optimization path of our conversion funnel Target Audience Marketing Actions Webinar Live Event Direct Email Campaigns Loyalty Campaigns Discount Campaigns Direct Email Campaigns Contacts Measure Interactions Incentivize Customer Contact Center Retargeting Customer Journey CUSTOMER Customer/Member Loyalist Advocate 15
  16. 16. techedgegroup.com This document and the information contained herein are proprietary to Techedge. This document, either in whole on in part, may not be reproduced in any form or by any means without Techedge’s prior written permission. Any third-party names, trademarks and copyrights contained in this document are the property of their respective owners. Copyright © 2016 Techedge All Rights Reserved.

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