Targeting digital customer DIGITAL MARKETING TOMMI IMMONEN 2020

Targeting digital customer DIGITAL MARKETING – TOMMI IMMONEN - 2020 ITS MBA INTERNATIONAL HOSPITALITY MANAGEMENT

Intent is king Relevant marketing content is top priority but to whom? Intent defines targets but how to know intent? Understanding customers ◦ asking customers what they value ◦ tracking behavior ◦ purchasing marketing possibilities from ones who know (Google, Facebook, media) Statistically understand probabilities ◦ AI helps find interdependencies look-a-like audiences and individuals

B 2 C and B 2 B differences B 2 B marketing aim is often lead acquisition ◦ getting leads, qualifying them, utilizing in sales function ◦ beginning of a customer relationship ◦ marketing concentrates on value to business, as only rational choices(? ) B 2 C centers on CTA Call- To-Action ◦ ensuring conversion ◦ emotional choices

STP concepts Segmentation = dividing audience into different groups based on various criteria ◦ past purchasing behavior ◦ key social channels and media use ◦ psychographic and lifestyle Targeting = choosing appropriate segments and focusing on them with different approaches ◦ addressing with effective messaging ◦ retaining customers ◦ retargeting Positioning = where product stands in relation to competitors’ offerings ◦ happens the mind of the consumer ◦ comparative marketing or differentiation

Buyer persona Fictional representations of ideal customers based on research Personas help understand present and prospective customers Quite thorough description of a person: ◦ ◦ ◦ ◦ name background demographics goals fears media use social media use

Buyer persona for B 2 B Pain points or why would they invest time in your offering Outcomes and results expected on organizatorial and individual level Perceived barriers and objections Evaluation path with different roles Decision criteria and process

Customer journey From initial attention to loyal relationship ◦ Pre-purchase = recognition, search, concideration ◦ Purchase = experience, ease, delivery, confirmation ◦ Post-purchase = usage, consumption, sharing Service design is great set of tools for UX User Experience design ◦ ◦ ◦ customer journey maps with contact points blueprint of the service scenarios use cases storyboards

Apprehending customer journey Analyzing on-line behavior ◦ ◦ ◦ ad tracking email tracking app tracking website tracking webstore tracking Multichannel tracking? Cookies, gone fun? ◦ GDPR sets guidelines ◦ some browsers prevent 3 rd party cookies ◦ first-party data ok, gathered by a company itself from its customers with permission

Identifying customers Sign-in ◦ optimal but needs motivator ◦ can be used also in app and other devices First party cookies ◦ needs explicit permission

Analyzing customer communication All direct communications ◦ ◦ questions, complaints, all chat, email, social media communication, feedback forms search words, FAQ usage CRM Customer Relationship Management System to systematically collect All indirect communications ◦ ◦ likes reviews postings referrals

Customer experience measurement SERVQUAL = difference between service delivery expectations and perceptions NPS = Net Promoter Score OCSE = Online Customer Service Experience Klaus, Ph. (2013), “The Case of Amazon. com: Towards a conceptual framework of online customer service experience (OCSE) using Emerging Consensus technique (ECT), ” Journal of Services Marketing, 27, 6.

Outbound and inbound marketing Outbound = push marketing ◦ push message to recipients ◦ traditional marketing Inbound = pull marketing ◦ attract customers to you ◦ interesting and valuable content ◦ very close to content marketing

Flywheel paradigm Three factors ◦ size and weight ◦ spin force and speed ◦ amount of friction (silos) Attract with content, be where your customers are ◦ sales reach them as leads demonstrate interest Engage with contextually relevant communications ◦ sales use the channels the prospecs prefer Delight with valuable materials that customers want to share ◦ empower customers with info and easy buying process ◦ delighted customers refer you attracting new prospects to the flywheel -> Increase customer loyalty https: //hbr. org/2018/11/replacing-the-sales-funnel-with-the-sales-flywheel

Marketing automation Automatically triggered marketing, often email Tight follow-up and analysis to understand context and intent Behavioral inputs from multichannel Not one-solution-for-all Needs constant monitoring and management hubspot. com

Different data Big Data ◦ real, historical data ◦ from market research, benchmarks, analytics Thick Data ◦ deeper understanding of present day data ◦ interviews and experience analysis ◦ business design and understanding Wide Data ◦ broad context and vision ◦ trends ◦ cultural context

DMP Data Management Platform One system to manage all customer data Combine many sources of information ◦ web analytics for age, gender, location ◦ site behavior for interest and intent ◦ CRM for purchase history Individual profiles and meaningful segments, with the help of AI https: //databricks. com/blog/2020/01/30/what-is-a-data-lakehouse. html

ABM Account Based Marketing New approach to B 2 B marketing, often in enterprise-level organizations ”Sales funnel upside down” or ”segment-of-one” Carefully selecting recipient of highly personalized message ◦ ◦ recognized web site visitors sales and marketing together study the company thoroughly approach company https: //www. leadfeeder. com https: //research. aimultiple. com/abm/

Customer insight tools Reporting and visualisation: Power BI, Qlik. View, Google Data Studio, Tableau… Web analytics: Google Analytics, Adobe Analytics, Matomo… Ad analytics: Facebook, Google Ads, Supermetrics… Advanced analytics: R, Python, SAS, Big. ML, Data. Robot… Testing and optimizing: Google Optimize, Optimizely, VWO, SEO tools… Cloud services for data management: Azure, AWS, Google Cloud, Supermetrics… Data editing: Matillion, Data Vault, Snowflake… Data Management: CDP, DMP, GTM… CRM, research data, accounting info…

Questions of the customers What is the significance of our product or service in customers life or business? How much we take customer's time? How much time does the customer spend on our product? What share do we take out of customer’s purse? Why does the customer buy our product: for joy, for grief, because of a need? What will move the customer emotionally and when? How does the customer’s generation view our business? How does the customer feel about our industry? What do we know about the customer, what do we not know?

New consumers (by https: //www. wgsn. com) The Stabilisers ◦ Overwhelmed, yet aware of the pressures they face and how to negate them, The Stabilisers seek the clarity that comes with fewer available options. They want what they buy to make them feel good, and expect the same from the experience in itself. The Settlers ◦ This cohort might be migrating out of your delivery radius, but that doesn’t mean they won’t want the products and services that they enjoyed before. Prepared to hustle, they want to bring their new surroundings up to speed, and they will put back into the community as they do so. The New Optimists ◦ The New Optimists can’t be pinned down, either in terms of age range or physically. This adventurous cohort isn’t afraid to stand up for their beliefs, but they do so by spreading joy, not negativity. They want to share and celebrate with their fellow optimists when it comes to consumption, with inclusivity and connectivity high on their list of demands.