It Shouldn't Be Scary to Go Digital
Download as PPTX, PDF7 likes10,559 views
The document discusses the transformation of marketing in a digital era, emphasizing the importance of understanding customer behavior, seamless consumer experiences, and effective data management. It highlights the necessity for teams to adapt and evolve by focusing on four key elements: process, people, persona, and performance. The author argues that providing exceptional customer experiences and leveraging data effectively are critical for success in modern marketing.
It Shouldn't Be Scary to Go Digital
- 1. #ZGMultifamily IT SHOULDN’T BE SCARY T GO DIGITAL Kyle Lacy, Head of Marketing Strategy, OpenView
- 2. @KYLEPLACY@KYLEPLACY2 @KYLEPLACY We must understand change.
- 3. @KYLEPLACY@KYLEPLACY3 @KYLEPLACY Why is this happening?
- 4. @KYLEPLACY@KYLEPLACY4 @KYLEPLACY Mobility completely changed the game. CURRENT DISRUPTION
- 5. @KYLEPLACY@KYLEPLACY5 @KYLEPLACY DAY IN THE LIFE OF A MOBILE USER Average # Apps Installed on Device Average Numbers of Apps Used Daily Average # of Apps Accounting for 80%+ of App Usage Time Spent on Phone (per Day) Most Commonly Used Apps USA 37 12 3 5 hours Facebook Chrome YouTube Source: KPCB Internet Trends Report
- 6. @KYLEPLACY@KYLEPLACY6 @KYLEPLACY Every customer is a consumer first.
- 7. @KYLEPLACY@KYLEPLACY7 @KYLEPLACY And the consumer experience is seamless.
- 9. @KYLEPLACY@KYLEPLACY9 @KYLEPLACY Smart machines are here to stay. FUTURE DISRUPTION
- 17. @KYLEPLACY@KYLEPLACY17 @KYLEPLACY We don’t survive.
- 19. @KYLEPLACY@KYLEPLACY19 @KYLEPLACY Embracing the 4 Ps f Digital Evolution SUPREME SURVIVAL TIP
- 21. @KYLEPLACY@KYLEPLACY21 @KYLEPLACY PEOPLE Do you have the right people? Hire for aptitude, attitude and agility.
- 23. @KYLEPLACY@KYLEPLACY23 @KYLEPLACY Is your team organized to win in the digital environment?
- 24. @KYLEPLACY@KYLEPLACY24 @KYLEPLACY Acquisition Conversion Brand Content PR Brand Enablement Corporate Comms Creative Events Digital Traditional Ads Managers Operations Automation Personas/Strategy Messaging Sales Enablement Training Retention THE MODERN MARKETING ORG
- 25. @KYLEPLACY@KYLEPLACY25 @KYLEPLACY The marketing team of the future…
- 26. @KYLEPLACY@KYLEPLACY26 @KYLEPLACY controls every aspect of the consumer experience.
- 27. @KYLEPLACY@KYLEPLACY27 @KYLEPLACY PERSONA Do you know your customer? Do you understand their behavior, motivations, goals and demographics?
- 28. @KYLEPLACY@KYLEPLACY28 @KYLEPLACY PERSONA a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
- 29. @KYLEPLACY@KYLEPLACY29 @KYLEPLACY PROCESS How does your team operate and optimize for product, pricing, promotions and channels?
- 31. @KYLEPLACY@KYLEPLACY31 @KYLEPLACY Get the experience right and your product will sell itself.
- 33. @KYLEPLACY@KYLEPLACY33 @KYLEPLACY Or you customers will sell it for you.
- 35. @KYLEPLACY@KYLEPLACY35 @KYLEPLACY 73% of companies consider user experience a top priority Source: Forrester Research, Forrester’s CX Index
- 36. @KYLEPLACY@KYLEPLACY36 @KYLEPLACY 1% of companies deliver an excellent experience Source: Forrester Research, Forrester’s CX Index
- 38. @KYLEPLACY@KYLEPLACY38 @KYLEPLACY Customer service is the new marketing. PROCESS TIP #2
- 41. @KYLEPLACY@KYLEPLACY41 @KYLEPLACY Social media engagement is about retention, not acquisition.
- 42. @KYLEPLACY@KYLEPLACY42 @KYLEPLACY It’s time to hug your haters.
- 43. @KYLEPLACY@KYLEPLACY43 @KYLEPLACY $500 Billion Per Year in Marketing Source: Jay Baer, Hug Your Haters
- 44. @KYLEPLACY@KYLEPLACY44 @KYLEPLACY $500 Billion Per Year in Marketing $9 Billion Per Year in Customer Service Source: Jay Baer, Hug Your Haters
- 45. @KYLEPLACY@KYLEPLACY45 @KYLEPLACY 40% of social media haters expect a reply within one hour. Source: Jay Baer, Hug Your Haters
- 46. @KYLEPLACY@KYLEPLACY46 @KYLEPLACY Answering one complaint online increases customer love as much as 25%. Source: Jay Baer, Hug Your Haters
- 47. @KYLEPLACY@KYLEPLACY47 @KYLEPLACY 80% of companies say they deliver exceptional customer service. Source: Jay Baer, Hug Your Haters
- 48. @KYLEPLACY@KYLEPLACY48 @KYLEPLACY 8% of their customers agree. Source: Jay Baer, Hug Your Haters
- 49. @KYLEPLACY@KYLEPLACY49 @KYLEPLACY Go back and answer the first 2 pages of reviews everywhere. Source: Jay Baer, Hug Your Haters
- 50. @KYLEPLACY@KYLEPLACY50 @KYLEPLACY PERFORMANCE Do you have the system in place to track and evolve?
- 51. @KYLEPLACY@KYLEPLACY51 @KYLEPLACY Source: David Walmsley “We must move from numbers keeping score to numbers that drive better actions.”
- 52. @KYLEPLACY@KYLEPLACY52 @KYLEPLACY Data is life. PERFORMANCE TIP #1
- 53. @KYLEPLACY@KYLEPLACY53 @KYLEPLACY 70% of technology implementations fail because of BAD DATA. Source: Forrester Research
- 54. @KYLEPLACY@KYLEPLACY54 @KYLEPLACY What about small data vs. big data vs. medium data vs. somewhat large data?
- 55. Courtesy of Alex Tellez + Amy Wang + H2O Team
- 57. @KYLEPLACY@KYLEPLACY57 @KYLEPLACY HOW DO YOU EFFICIENTLY MANAGE DATA? • Database cleansing should be top priority • Do you have someone focused on data management? • Get your team off spreadsheets • One system of record for the entire company • Get your team off spreadsheets • Get your team off spreadsheets
- 58. @KYLEPLACY@KYLEPLACY58 @KYLEPLACY Better Goal Tracking Leads to Better Results PERFORMANCE TIP #2
- 59. @KYLEPLACY@KYLEPLACY59 @KYLEPLACY Data / Automation CRM MY PRIMARY STACK Goal / Project Management
- 63. @KYLEPLACY@KYLEPLACY63 @KYLEPLACY Die engagement metrics. Long live unit economics. PERFORMANCE TIP #3
- 64. @KYLEPLACY@KYLEPLACY64 @KYLEPLACY Marketing should function like an ecommerce company.
- 65. @KYLEPLACY@KYLEPLACY65 @KYLEPLACY ENGAGEMENT IS IMPORTANT • Open Rate • Click Through Rate • Cost per Click • Time on Site • Bounce Rate • Close rate per Channel But secondary
- 66. @KYLEPLACY@KYLEPLACY66 @KYLEPLACY UNIT ECONOMICS Direct revenues and costs associated with a particular business model expressed on a per unit basis.
- 67. @KYLEPLACY@KYLEPLACY67 @KYLEPLACY LIFETIME VALUE (LTV) the amount of revenue a single user generated during the entire duration of their usage of your service
- 68. @KYLEPLACY@KYLEPLACY68 @KYLEPLACY Strive to understand your unit economics better than the CEO
- 70. @KYLEPLACY@KYLEPLACY70 @KYLEPLACY We believe providing (individual) with this (service) will result in this (outcome). We will know this when we see (measureable result). @JimKalbach
- 71. @KYLEPLACY@KYLEPLACY71 @KYLEPLACY Your PEOPLE should develop and re-develop your PERSONAS and PROCESSES to improve PERFORMANCE.
- 72. @KYLEPLACY@KYLEPLACY72 @KYLEPLACY One last thing…
- 73. @KYLEPLACY@KYLEPLACY73 @KYLEPLACY You are not marketers
- 74. @KYLEPLACY@KYLEPLACY74 @KYLEPLACY You are not marketers growth hackers
- 75. @KYLEPLACY@KYLEPLACY75 @KYLEPLACY You are not marketers growth hackers CEO social media ninjas
- 76. @KYLEPLACY@KYLEPLACY76 @KYLEPLACY You are not marketers growth hackers CEO social media ninjas digital marketing savants or growth hackers
- 77. @KYLEPLACY@KYLEPLACY77 @KYLEPLACY You are experience makers and managers.
- 78. @KYLEPLACY@KYLEPLACY78 @KYLEPLACY It is the only thing that makes you relevant.
Editor's Notes
- #80: Chris: Evolve based on what we normally show for the last slide.