A day of digital inspiration as we discover Digital Nirvana at Sitecore Digital Trendspot 2013, London.

1. 28/03/2013
SITECORE
DIGITAL TRENDSPOT- Notes
By Anubha, Acquisition Marketer at Quidco- London
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2. 2
Agenda
 Keynote - Dietmar Dahmen
 Lifetime Customer Value Workshops
 HSBC.com - Collaboration and delivery with
Sitecore
 Nirvana Session #1 – wagamama
 Nirvana Session #2 – Oxfam
 Nirvana Session #3 - easyJet
28/03/2013

3. 3
Notes
 Deliver content on customer terms:
 Right Time
 Right Content
 Right Device
 Set clear goals and objectives for digital
marketing.
28/03/2013

4. 4
Notes
 Live in “Now-ism”, what is happening now? Do you know
“many youngsters don‟t like Facebook and prefer
Snapchat?” New social sites are appearing all the
time, make sure your brand is capturing the right
audience.
 An offer that is limited works much better and
physiologically can increase spend. Ie. “limited offer, buy
max 12 packs of candy in next 5 days for just x. Each
customer can only buy a maximum of 12 packs of
candy.” Any limitations will make a user want the product
more. Naturally they wouldn‟t buy 12 packs, but as it‟s
capped it‟s perceived as a really great offer.
 A video that is stretched out gives customer more reason
to think and react! i.e what is going to happen next?
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5. 5
Notes
 2.5 billion people have phone on our planet and
1 billion people have smartphone. More mobile
phone access than toothbrushes. Never before
technology was accepted so fast.
 88% of smartphone search are local. Get your
business local!
 In-store is key and more important that local.
People are lazy to search and find things. Keep it
easy.
28/03/2013

6. 6
Notes
 Try to keep your access cost as low as possible! If „mind cost‟
or „time costs‟ are too high a user won‟t use your
promotion/site, ie I have to think about what you‟re offering
or I have many steps to go through.
 68% people check email very 30 mins. We are in a generation
that is connected and changing history.
Brand Prosumers
Talks Talks more- 86% share brand online
Knows Knows more- informed buying cycle
Sells Sells more – 97% true people & 40% trust
brand
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7. 7
Notes
 Coke hug campaign in Asia (PR Stunt) used 10% of their
marketing budget and was successful in generating buzz.
Allocate 70% of your budget to the things you know
work, and use 10% to push untested, riskier promotions. The
remaining 20% can be used to scale up the test campaign if it
works
 Advertising= Fame, make smart products
 People influence and associate brand with fame. Would you
choose a car with leather seats, AC, top notch audio system
or a car with a radio? Once you are told the car with a radio
is a Porche, and the car with everything else is a Toyota you
may change your mind…
 User-vertising and my-vertising is the way to influence people.
28/03/2013

8. 8
Notes
 Exceed expectations to gain customers. A study in
a café showed that when the waitress provided:
 Just the bill- the tip was average (5% customers)
 The bill and a flower in her hair – better tip(7%
customers)
 The bill, flower in her hair, and 2/3 chocolates- biggest
tip(14% customers)
 The flower could be anything extra that is positive to
your brand. Having an award is a „flower‟, being
ecofriendly is another flower. Having CSR is a flower.
 Live in now, perform here, create user experience,
fall in love with brand, share the truth and always
exceed expectations.
28/03/2013

9. 9
Notes
 Lifetime customer value:
promote>engage>support>connect>retain
 Acquisition budgets are delivered from long term
retention strategy
 To retain people, build habit and personal
experience.
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10. 10
Notes
 HSBC was the first global bank to launch a
responsive user interface.
 Wagamama implementation of sitecore was a
step towards digital success. Traffic increase of
47%. (40% non brand traffic)
 easyJet did slow transition of website to sitecore
platform and changed their way to interact with
user.
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11. 11
Thank you!
Thanks for your time in reading this and hope it was helpful.
28/03/2013