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The Emotional Journey of Connecting with Customers

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It can be hard to think about digital marketing beyond its impact to the bottom line, but we should be striving for truly great marketing that makes us feel something. How do you get someone from the moments of wonder to saying "I Do"?

Publicada em: Marketing
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The Emotional Journey of Connecting with Customers

  1. 1. The emotional journey of connecting with customers. Fashion & Luxury Masterclassing New York 2018 ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.
  2. 2. Picture of a woman considering a dress in front of a mirror.
  3. 3. What Performance Marketing Isn’t ...
  4. 4. PAID SEARCH ADS THAT ALL SAY THE SAME THING
  5. 5. And it Isn’t ...
  6. 6. RETARGETING ADS THAT FOLLOW YOU FOR MONTHS, REGARDLESS OF WHO YOU ARE
  7. 7. And it Isn’t ...
  8. 8. INBOX CLOGGING EMAILS 9
  9. 9. We have to put the romance back into marketing ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.10
  10. 10. © 2017 DQ&A. All Rights Reserved 11 Forrester predicts that 2019 is the year marketing “gets sexy again.”
  11. 11. So let’s start by dating ... ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.12
  12. 12. HOW WE THINK ABOUT DIGITAL The holy grail.
  13. 13. First you have to meet ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.14
  14. 14. © 2017 DQ&A. All Rights Reserved 15 There are ways to stand out in the crowd.
  15. 15. ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.16 Product Feed Manipulation and Correction. 176% Revenue Uplift YoY ● Query-level bidding ● ProductsUp tool to optimize feed ● Optimize Shopping activity at search query-level ● Ensured the products shown for each search query were the most desirable ● Increased share of voice in the Google Shopping search results
  16. 16. ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.17 Search Query Optimisation & Product Level Bidding ● Granular Google Shopping campaign structure ● Optimize on what performed well and pull back in areas that were not ● Bid at a product-specific level ● Machine learning technology 164% Mobile Revenue Uplift YoY
  17. 17. Now add some sizzle ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.18
  18. 18. ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.19
  19. 19. Spend quality time together ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.20
  20. 20. © Google Inc. 2017. All rights reserved. PUT RACKET IN CART BUT DID NOT PURCHASE PREVIOUSLY PURCHASED A RACKET Personalization with dynamic creative...
  21. 21. ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.22 Always On Custom Creative. ● Dynamic strategy support ● Automated product feed with scheduled updates ● Google Drive API integration ● HTML5 ad development ● Floodlight and uVariable configuration ● Joystick hosted web app for data cleansing Exceeded Performance Milestones
  22. 22. Now you’re ready to get engaged ©2018 DQ&A. ©2018 JOYSTICK. ©2018 NMPi. ALL RIGHTS RESERVED.23
  23. 23. © 2017 DQ&A. All Rights Reserved 24 Make sure it’s a great experience.
  24. 24. © 2017 DQ&A. All Rights Reserved 25
  25. 25. © 2017 DQ&A. All Rights Reserved 26
  26. 26. © 2017 DQ&A. All Rights Reserved 27 (She said yes.)
  27. 27. Thank you! 28

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