Engaging Players in the Era of Marketing Overload | Amit Bivas
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Delivered at Casual Connect USA. Most players have become intolerant to the bombardment of mass marketing. Instead of encouraging engagement and improving brand perception, generic marketing to large swatches of one’s target audience will lead to brand fatigue and outright negativity. In this session we will discuss the solutions to this challenge, which lie in areas such as data-driven personalization, multi-channel customer marketing and systematic campaign optimization.
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Engaging Players in the Era of Marketing Overload | Amit Bivas
- 1. Next Gen Player Retention: Engaging Players in the Era of Marketing Overload
- 2. @AmitBivas
- 3. @Optimove
- 6. Account for 60%-80% of top companies’ revenues Account for X3.7 more monthly transactions Have a 13% higher average transaction value XISTINGCUSTOMER
- 7. A 5% Increase in customer retention can lead to a profit increase of 25-90% Companies that focus marketing on existing customers see a 20% revenue increase The probability of selling to an existing customer is 60-70%, versus 5-20% to new customers CUSTOMERCENTRIC
- 8. An increase of 1% in returning customers will lead to an increase of 10% in overall revenue
- 13. Are *YOU* ready for aparadigm shift?
- 14. Do you knowyour Players?
- 15. Do you have a solidretention plan in place?
- 19. blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah, blah,blah,blah blah, blah,blah, blah,blah, blah,blah, blah,blah, blah,blah, blah, blah,blah, blah blah, blah,blah, blah,blah, blah,blah, blah,blah, blah,blah, blah, blah,blah, blah blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah, blah,blah,blah blah, blah,blah,blah, blah,blah, blah,blah, blah,blah, blah,blah, blah,blah, blah blah, blah,blah, blah,blah, blah,blah, blah,blah, blah,blah, blah, blah,blah, blah blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah, blah,blah,blah blah, blah,blah, blah,blah, blah,blah, blah,blah, blah,blah, blah, blah,blah, blah blah, blah,blah, blah,blah, blah,blah, blah,blah, blah,blah, blah, blah,blah, blah blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah, blah,blah,blah
- 20. blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah, blah,blah,blah blah, blah,blah, blah,blah, blah,blah, blah,blah, blah,blah, blah, blah,blah, blah blah, blah,blah, blah,blah, blah,blah, blah,blah, blah,blah, blah, blah,blah, blah blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah, blah,blah,blah blah, blah,blah,blah, blah,blah, blah,blah, blah,blah, blah,blah, blah,blah, blah blah, blah,blah, blah,blah, blah,blah, blah,blah, blah,blah, blah, blah,blah, blah blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah, blah,blah,blah blah, blah,blah, blah,blah, blah,blah, blah,blah, blah,blah, blah, blah,blah, blah blah, blah,blah, blah,blah, blah,blah, blah,blah, blah,blah, blah, blah,blah, blah blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah,blah, blah,blah,blah
- 22. Well smartie pants… How doI makeit right?
- 33. -VS-
- 34. * Call center, Lobby banner,Direct mail, API
- 36. An increase of 1% in returning customers will lead to an increase of 10% in overall revenue
Notas do Editor
- Hello Casual Connect! Great being here today Retention 2.0
- Old pic Ever since: 1 wife, 1 kid, 1 dog, 1 mortgage Why old? For good old time sake! From TLV – excuse glitches Information System Engineering and Data Analysis B2C consulting >> B2B marketing
- Customer marketing cloud Couple brain and muscle Predictive and segmentation+ cross channel player comm
- As a showoff (and to give me a sense of legitimacy) – we are Trusted by over 200 brands
- Business case
- Bain & Co. Gartner Marketing Metrics
- According to Adobe
- We HAVE customer intent
- We HAVE data
- Most companies fail to do it right Lets map our field and look at the challenges we’re facing
- Customer centricity is a strategic change
- Do you know how to address them?
- Do you have a systematic methodology in place?
- Companies fail to transform the data they have into tangible insights that marketing activities can be built around
- Crowded market Fierce competition
- Many fighting over few
- Marketing overflow
- You MUST stand out
- The audience New age customers Most of traders are active on 2-4 different Brokerages Approximately 50% of traders churn within two weeks of making their first deposit
- Most companies fail to do it right Lets ask ourselves some questions
- Emotionally intelligent marketing
- Scale
- Scale
- The Goal: Maximizing Customer Value How? Winning over their hearts~!
- Select the right KPIs – what you are measuring and what you aren’t Financial uplift vs. clicks and opens Coverage rates CLV Value of lost customer
- Look for the white space / untapped potential. Find customer intent—it’s easier to capitalize there. Don’t only invest in discovering your VIPs, invest in nurturing potential VIPs
- Micro segmentation, to discover customer personas
- Start with a few groups, and
- Infinite customer journeys – customer states vs. linear journeys…
- Who are we? Brand identity + product identity Consumer package goods (cola) vs. consumer technology goods Uber - Largest taxi company owns no cars Facebook – Largest media owner creates no content Alibaba – largest retailer has no inventory Airbnb – largest accommodation provider owns no real estate
- We have data, we’re everywhere Born digital, embrace much quicker Fortune 500 – 20 years ago and today
- Time parameter Pre-scheduled vs. realtime Bring into the store vs. target in store
- 2.6 Billion interactions sent out during 2015
- 2014 v 2015
- The retention cycle Understand – Interact – Monetize – repeat
- Grow your business through your existing customers