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Today's Digital Transformation and Marketing in the Social Media Era

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Claude Oggier
Claude Oggier

How do you do Marketing in today's Digital World? This presentation will give you a glimpse on the fundamentals that are needed today to survive in the digital business transformation.

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Today’s Digital Transformation www.claudeoggier.com Hi, I am Claude Oggier. A Marketer interested in reading, learning and sharing about today’s digital business transformation. Follow me @claudeoggier
www.claudeoggier.com Mission: “How do we do Marketing in today’s digital world?” Objective: “Create Desire and Build Trust in a Human Way”
Marketers Goal has not changed “Reach prospects/customers at those moments that influence their decision making-process” Social Media is the perfect tool for achieving that goal: It’s the only form of marketing that can touch prospects/customers at each and every stage in the decision making-process, from when they’re comparing products/services right through to the period after a purchase. And ultimately their experience with a brand and potential advocacy influences others. Source: Mark Schaefer: The Content Code www.claudeoggier.com
Online Influencers & Social Proof “Turn fans into advocates, evangelists, ambassadors.” Keynote speaker, executive branding coach, marketing strategist, podcaster, author of 7 books including Marketing Rebellion. I extract the signal from the noise www.claudeoggier.com
Your Alpha Audience “You’ve got to know your customers better than they even know themselves.” – Mark Schaefer www.claudeoggier.com
Customer-Centric Influence Marketing Model I am looking for the best business school Graphic courtesy: Influence Marketing Book by Danny Brown www.claudeoggier.com
Understand the Customer Journey through Analytics You want to measure the customer journey • BEHAVIOR Clickstream; Visits, Page views, Sources • OUTCOMES Outcomes; Orders/Leads/Revenue, Reduce cost, increase revenue, improve customer satisfaction / loyalty • EXPERIENCE Experimention/Testing; Let the customer tell us what works best Voice of Customer; find out if our customers found the content they were looking for or not. First touch – Last touch Competitive Intelligence; Learn about your performances vs your competitors Source: Avinash Kaushik: Web Analytics 2.0 www.claudeoggier.com
Because Today www.claudeoggier.com
Source: McKinseywww.claudeoggier.com
Maximize Marketing Potential – 360° Source:ClaudeOggier www.claudeoggier.com
Innovations Peer to Peer product innovation or customer service Crowdsourcing so that users support each other to resolve problems without charge Collaborative economy www.claudeoggier.com
Today’s Needs Cross-functional & agile teams Listening to the Voice of Customers Digitally enhanced customer experience www.claudeoggier.com
Thank you and you can connect with me @claudeoggier www.claudeoggier.com

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Today's Digital Transformation and Marketing in the Social Media Era

  • 1. Today’s Digital Transformation www.claudeoggier.com Hi, I am Claude Oggier. A Marketer interested in reading, learning and sharing about today’s digital business transformation. Follow me @claudeoggier
  • 2. www.claudeoggier.com Mission: “How do we do Marketing in today’s digital world?” Objective: “Create Desire and Build Trust in a Human Way”
  • 3. Marketers Goal has not changed “Reach prospects/customers at those moments that influence their decision making-process” Social Media is the perfect tool for achieving that goal: It’s the only form of marketing that can touch prospects/customers at each and every stage in the decision making-process, from when they’re comparing products/services right through to the period after a purchase. And ultimately their experience with a brand and potential advocacy influences others. Source: Mark Schaefer: The Content Code www.claudeoggier.com
  • 4. Online Influencers & Social Proof “Turn fans into advocates, evangelists, ambassadors.” Keynote speaker, executive branding coach, marketing strategist, podcaster, author of 7 books including Marketing Rebellion. I extract the signal from the noise www.claudeoggier.com
  • 5. Your Alpha Audience “You’ve got to know your customers better than they even know themselves.” – Mark Schaefer www.claudeoggier.com
  • 6. Customer-Centric Influence Marketing Model I am looking for the best business school Graphic courtesy: Influence Marketing Book by Danny Brown www.claudeoggier.com
  • 7. Understand the Customer Journey through Analytics You want to measure the customer journey • BEHAVIOR Clickstream; Visits, Page views, Sources • OUTCOMES Outcomes; Orders/Leads/Revenue, Reduce cost, increase revenue, improve customer satisfaction / loyalty • EXPERIENCE Experimention/Testing; Let the customer tell us what works best Voice of Customer; find out if our customers found the content they were looking for or not. First touch – Last touch Competitive Intelligence; Learn about your performances vs your competitors Source: Avinash Kaushik: Web Analytics 2.0 www.claudeoggier.com
  • 10. Maximize Marketing Potential – 360° Source:ClaudeOggier www.claudeoggier.com
  • 11. Innovations Peer to Peer product innovation or customer service Crowdsourcing so that users support each other to resolve problems without charge Collaborative economy www.claudeoggier.com
  • 12. Today’s Needs Cross-functional & agile teams Listening to the Voice of Customers Digitally enhanced customer experience www.claudeoggier.com
  • 13. Thank you and you can connect with me @claudeoggier www.claudeoggier.com