MarketDeveloper Conversation Manager - Are you ready for Conversational Marketing?

1. Conversation marketing
February 2013

2. MD5 Conversation Manager
More than a Preference Centre, the Conversation Manager is an
integrated, online place for Brands and customers to have
personalised dialogue.
Driving your marketing, and with far greater insight into real
customer preferences than ever before, Marketers can deliver
‘right message, right time, right channel’.
...how not to do it...
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3. Traditional model
Audience
Marketing systems
Compiles and broadcasts
Analysis
Data
Database Campaigns
Limited response
Channel1
Channel2
Channel3
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4. Conversation marketing
Greater engagement:
Increase the number of usable, permissioned (and engaged) contacts you
recruit onto your database
MarketDeveloper v5
Conversation
Manager
Audience
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5. Richer, real-time conversations
"Here are your last 10
transactions & an offer
"Monthly digest by based on your profile"
text is best "
Conversation Portals
Information published for
sharing & collecting
"Only tell me
about UK
holidays &
term time
offers "
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6. Addresses marketers’ challenges
‣ ‘I know little about what makes my audience receptive at
an individual level’
‣ ‘We are flying blind’ about interests, preferred channel, frequency
‣ ‘One way traffic doesn’t make a conversation’
‣ ‘We don’t generate enough new leads from campaigns’
‣ ‘How do I recognise my audience as individuals?’
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7. MD5 Conversation Manager
‣ Delivers one to one marketing
‣ Enables two way marketing conversations
‣ Permission based marketing – and Data Protection compliance
‣ Access and capture social media channels
‣ Builds & publishes dynamic, configurable customer info sites
‣ Direct, dynamic two way link between marketing and customer
‣ Connects & publishes information between individuals & brands
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8. Steps to Conversation Marketing
‣ Help your audience engage with you
- Let them tell you more about themselves
- Give them more information and value;
- Offers, buying history, articles, deliveries, subscriptions
- Ask them more about themselves
- Surveys, interests, competitions, feedback
1. Define what information you want to exchange
2. Create as many online portals as you need
3. Publish & integrate within your brand sites
4. Share with your marketing systems
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9. 1. Choose the info to share in MD5
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10. 2. Create your new Conversation Portal(s)
Auto creates an online site.
Choose your branding
Choose the information
areas you want
to publish and collect
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11. 3. Conversation portals are ready!
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12. 4. Integrate within multiple brand websites
& campaigns • Brand A
Loyalty • Brand B
• Brand C
Customer Portals: • Warranty
• Surveys
New standard method to publish & Brand D
• Transactions
collect web customer data • Loyalty
Warranty
• Brand B
• Brand C
Client Push
Conversation
marketing Manager(s)
infrastructure • June
Pull Surveys • July
• August
Transactions
• Brand E
• Brand F
Promotions
• Brand A
• Brand B
12 marketdeveloper.com

13. CONVERSATION MANAGER
SCREENSHOTS
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14. User access to Conversation
Manager
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15. Create a password
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16. Authentication
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17. Authentication email
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18. Confirmation
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19. Log-in via Facebook
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20. Log-in via Google
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21. Create Preference Centre
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