How digital insights and personalisation are changing the way organisations use their corporate website.
Propeople’s Chief Digital Strategy officer and former SMW Speaker of the Year Gus Murray, delivers an evening of insights, predictions & cocktails. Join us as he shares his experiences working for leading Nordic & Global brands on the future of Data Driven Marketing, B2B / B2C Communications, Insights and digital strategy.
Covered in this session:
> How personalisation is changing the way B2B communicate with their customers
> Content as your customers first purchase
> Using social to better inform your audience understanding
> Social as a service opportunity, and
> The Attention web.
9. “If you live in Chicago, Amazon
doesn’t have to know it’s snowing,
but they know you’re neighbour
just bought a shovel and eight
pounds of salt”
- Russel Glass, The Big Data-Driven Business
11. What would your marketing look
like if your customers signed your
paycheque?
- Ann Handley, Marketing Profs
12. THE MODERN DAY MARKETER - DR JEKYLL AND MR HYDE
PART
ARTIST
PART
SCIENTIST
# S M W P R O P E O P L E
WRITTEN
CONTENT
PERFORMANCE
TRACKING
VISUAL
ASSETS
SOCIAL
MEDIA
EMAIL
MARKETING
OPERATIONS
ANALYTICS
CAMPAIGN
PERFORMANCE
13. 01 Why | Improve Delivery - Conversion
# S M W P R O P E O P L E
14. C = M + V + (I - F) - A
Motivation
ValueProposition
Incentive
Friction
Anxiety
27. # S M W P R O P E O P L E
BUY
EXPERIENCE
ADVOCATE
CONSIDER
BOND
EVALUATE
Consideration
Loyalty
Bonding
Post-Purchase
Experience
Purchase
Evaluation
28. “You need to understand who
these people are in the business
world, and where they are in that
buying process. If they’re very
early, you don’t want to serve them
messages or content low in the
funnel.”
- Russell Glass, Head of B2B product for LinkedIn
29. OBSTACLES ARE THOSE FRIGHTFUL THINGS YOU SEE
WHEN YOU TAKE YOUR EYES OFF YOUR GOAL.
#2 Build your Strategy - Action
Plan
44. THE POTENTIAL
POSITIVE IMPACT ON
THE USER’S EXPERIENCE
CUSTOMER EXPERIENCE
OPPORTUNITY
# S M W P R O P E O P L E
REVENUE
EXPENDITURE
METHODOLOGY: C.O.R.E.
46. THE POTENTIAL FOR
THE IDEA TO IMPACT REVENUE
CUSTOMER EXPERIENCE
OPPORTUNITY
# S M W P R O P E O P L E
REVENUE
EXPENDITURE
METHODOLOGY: C.O.R.E.
47. THE COST AND THE SPEED
WITH WHICH IT COULD
BE IMPLEMENTED
CUSTOMER EXPERIENCE
OPPORTUNITY
# S M W P R O P E O P L E
REVENUE
EXPENDITURE
METHODOLOGY: C.O.R.E.
52. # S M W P R O P E O P L E
COMMUNITY FORUM POST
99 NEW & 48 REPEAT SALES
1 BLOG POST
90 NEW & 63 REPEAT SALES
TRADITIONAL EARNED MEDIA
894 NEW SALES & 403 REPEAT SALES
53. # S M W P R O P E O P L E
COMMUNITY POSTS HAD AN EVEN STRONGER
INFLUENCE ON BLOG POSTS
BLOG POSTS HAD AN INFLUENCE ON TRADITIONAL
MEDIA COVERAGE
SALES WERE BEING PRIMARILY DRIVEN BY COMMUNITY
ACTIVITY
54. What’s one of the best predictors
of human behaviour?