How Agencies Can Help Clients Manage the Entire Customer Journey

Editor's Notes

• #3: To crop photo: use crop tool drop down and choose circle shape
• #4: -Tony https://www.accenture.com/t20180219t081429z__w__/us-en/_acnmedia/pdf-71/accenture-global-dd-gcpr-hyper-relevance-pov-v12.pdf#zoom=50 Transition directly from quote Giulianno’s edits: There are more tools and offerings out there than ever before that help businesses with Brand Awareness, Attribution, Website Optimization, Personalization, Measurement, and improving overall the customer experience. Historically, display advertising has been used to blast ads into the void in hopes of driving on-site traffic, but gains have been made to make ad delivery more meaningful by orchestrating ad delivery to drive customers along the customer journey.
• #5: -Tony https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey Transition directly from quote Giulianno’s edits For any agency, their mission is not just to drive customers to purchase but to help ensure that their customers' attention is captured early on in the customer journey and nurtured through conversions and carried through to become repeat customers.
• #6: -Charlie The customer journey starts with building the brand, helping clients share their brand stories to reach audiences that resemble their ideal customers. Then moves to turning visitors into customers, keeping those potential customers interested and engaged until the are ready to purchase and then culminates into helping your clients perpetually grow loyalty with their most valuable customers. This creates long-lasting customer relationships. Most agencies only focus on one pillar, (BA, Conversions). It is important to make sure that every pillar is addressed Giulianno’s notes This one looks good to me. As long we remain general and neutral when discussing AdRoll or any of our offerings, this works and is really valuable.
• #7: Let Charlie loose. There are many tools available to managing the customer journey. For building your brand, video can be used to tell the right story, impression objective campaigns to make sure that you are reaching a vast audience, both on web and social. To turn visitors into customers the most effective marketers utilize retargeting campaigns based on various audience segmentations to determine level of intent. These audiences are engaged with social ads, web campaigns, and email retargeting to drive that intent to conversion action. That conversion action is not, however, the end of the customer journey. Continuously keeping those customers engaged and in the funnel through promotional and loyalty offers making potential flights into evergreen relationships will help agencies win bigger budgets and increase longevity in client relationships. Through all of this it is increasingly important to have insight into how these many channels and campaigns are working together through a clear understanding of cross channel attribution. It is also important to have a clear view of performance with measurement solutions. Giulianno’s notes This one looks good to me. As long we remain general and neutral when discussing AdRoll or any of our offerings, this works and is really valuable.
• #9: -Tony The difficulty of brand awareness is not only driving relevant and engaged traffic, but properly conveying a brands story. On average, it takes 5-7 impressions for a person to remember a brand, so what sets your client apart and how do you get that message through to their audience? Paint a picture of what their brand is, what they stand for, and why they’re different from their competitors. Are your branding efforts consistent across all of your channels? Presenting a consistent brand can increase revenue by up to 23%. Consistency also helps to convey your story more effectively overall. Are you testing different mediums to promote your brands message? More than 50% of consumers prefer video content over other forms of content, so don’t be afraid to test different mediums. Problem https://www.smallbizgenius.net/by-the-numbers/branding-statistics/ https://venngage.com/blog/branding-statistics/ https://www.hubspot.com/marketing-statistics Giulianno’s notes This one looks good to me. As long we remain general and neutral when discussing AdRoll or any of our offerings, this works and is really valuable.
• #10: -Tony **Check with Giulianno** Referring back to relevancy from the last slide, getting the right ads, in front of the right people, at the right time is key to building a brand and conveying your message. Being able to leverage contextual, demographic and lookalike targeting and layering them upon each other allows you to really hone in the right traffic for your brand. Additionally, implementing these tools and principles across multiple channels allows you to avoid siloing yourself. Casting as wide of a net as possible not only increases exposure overall, it also provides key data that you can leverage to determine which channels are having the largest impact. In turn, this allows you to dig into the attribution data and easily display visual results to your clients while also testing different attribution models to better understand the marketing impact of your campaigns. Solution Giulianno’s notes This one looks good to me. As long we remain general and neutral when discussing AdRoll or any of our offerings, this works and is really valuable.
• #12: -Charlie, “In a world full of ads, how do you stand out?” Problem: Marketers need to create customizable experiences but the customer journey is more fractured. This leads to brands having to invest more in reengagement (of a predicted $375Billion in digital ads and medial worldwide), to stay top of mind to move customers further down the funnel. A staggering 77% of online shoppers are likely to abandon their carts with only 8% who will return to purchase without retargeting. It becomes apparent that those customizable ad experiences are needed where 88% of marketers have seen a measurable lift from personalization. https://instapage.com/blog/personalization-statistics https://blog.wishpond.com/post/97225536354/infographic-7-incredible-retargeting-ad-stats Giulianno’s notes This one looks good to me. As long we remain general and neutral when discussing AdRoll or any of our offerings, this works and is really valuable.
• #13: -Charlie Solution: Help is needed to carry your messaging across multiple channels, (display/social/email/onsite/video), to ensure that a seamless brand story is told. This will effectively drive customers first interest, through re-engagement, to conversion. Agencies can help brands offer personalized shopping experiences by leveraging campaigns that show shoppers the most relevant products utilizing dynamic ads, robust email campaigns, and onsite product recommendations. In this mix you need to continually optimize your marketing tactics by testing and measuring your campaigns. An ideal attribution and measurement solution will help you increase CLV or LTV and give you insights into every aspect of the customer journey from the first interaction, to conversion, and every touch point in between. Narrative idea: Giulianno’s notes This one looks good to me. As long we remain general and neutral when discussing AdRoll or any of our offerings, this works and is really valuable.
• #15: -Tony Problem: Getting a customer to convert is only half of the battle. It’s well known that it is much more expensive to acquire a new customer than it is to bring back a current customer, and 53% of shoppers will pay more to buy from a brand that they are loyal to. Additionally, the loyalty that is built from sustaining lifetime customers can have a massive impact on your business. Just increasing customer retention by 5% can increase profits by 25%-95%, and 60% of those loyal customers will purchase more frequently from their preferred companies. https://www.clickz.com/humanize-customer-experience-1/255037/ https://hbr.org/2014/10/the-value-of-keeping-the-right-customers https://blog.hubspot.com/service/customer-loyalty-statistics Giulianno’s notes This one looks good to me. As long we remain general and neutral when discussing AdRoll or any of our offerings, this works and is really valuable.
• #16: -Tony Solution: So how do you capitalize on customer loyalty? Start with storytelling. Using cross-channel retargeting campaigns to double down on brand messaging keeps the brand top of mind which in turn leads to repeat purchases. It also makes it easier to tell a seamless story as your customers move from channel to channel and your messaging remains consistent. Additionally, personalizing their experience with AI-driven product recommendations and behavior-based campaigns is a great way to leverage the data you have to offer your a customers seamless shopping experience each time they come back. These types of personalization efforts are key in driving loyalty and retention as it makes their shopping experience more seamless and customized. You can also leverage your data from past purchases to send customized offers and emails which adds to the seamless experience and increases loyalty as well. The key words in all of this are “customized” and “personalized”. Loyal shoppers don’t want to feel like they’re being viewed as just another customer, they want perks and unique experiences. Giulianno’s notes This one looks good to me. As long we remain general and neutral when discussing AdRoll or any of our offerings, this works and is really valuable.
• #18: -Charlie -Add context to last click, multi touch, - Understand your client before you choose an attribution model/recommendation Problem: One of the most difficult jobs for today’s marketer is being able to effectively show the results of all aspects of marketing efforts. This is vital as 67% of shoppers regularly use more than one channel to make purchases. Having to communicate your marketing efforts to a client with no clear picture of those efforts beyond verbal communication can be awkward as a result. Most marketers are using 6 or more tools to collect performance data and as a result, 46% of marketers struggle to gain actionable insights from reports. This can potentially lose repeat business for upcoming flights and the potential for developing evergreen relationships. http://www.verdegroup.com/wp-content/uploads/2012/10/The-Multi-Channel-Shopper-Market-Study.pdf http://www.netimperative.com/2016/05/rise-cross-channel-attribution-shifting-staff-key-infographic/ Giulianno’s notes This one looks good to me. As long we remain general and neutral when discussing AdRoll or any of our offerings, this works and is really valuable.
• #19: -Tony Providing your clients with hard data that not only shows the work you’ve put in for them and the results it has driven, but also helps you to better understand what channels are performing best, which is invaluable. These insights allow you to properly assign conversion credit to the right channels and scale accordingly. Additionally, getting a clear view into the customer journey provides insight that allows you to make real-time adjustments for better performance and a better customer experience. Giulianno’s notes This one looks good to me. As long we remain general and neutral when discussing AdRoll or any of our offerings, this works and is really valuable.
• #21: Charlie At AdRoll, we help level the playing field with access to our over 1.2 billion shopper profiles with assistance from our AI which makes over 80 billion predictions every day. These predictions help ensure that your clients’ potential shoppers are continually engaged at the right time with the most relevant content. With this you will join over 37,000 partners who have access to 500 supply sources including email and onsite personalization Giulianno’s notes This one looks good to me. This where we can pitch AdRoll and be good.
• #22: -Charlie With our platform you can use data to track, measure, and optimize the entire customer journey with multi touch attribution. Most of your clients’ customers are engaging with brands on multiple channels and devices, making it difficult to get a clear picture of what’s working and how each channel influences the customer journey. With our attribution and measurement solution you can get a clear view of the customer journey and identify the most profitable conversion paths. These insights will enable you to optimize with new knowledge from previously unrevealed data. This leads to more confidence to try out different campaigns, attribution models, and creative types. *Converse on last bullet points*