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Relay slightly clunky Olympics tie-in However it does make sense in practical terms – all of your (digital) channels need to work together in order to maintain a good customer journey 100% of the time In this regard the customer is like a baton, passed between channels like the relay team members The key is never to drop or lose the baton – as soon as that happens, you are out of the race
Never been more – 2011 saw a 57 per cent increase in marketing emails Attention economy requires competitive edge Channel proliferation requires customer focus
Customer preference necessarily important, and recognised by ISPs: Hotmail Sweep Gmail Priority Inbox Many more With so much quantity, quality will be the real differentiator Answer ‘what’s in it for me?’ for every customer
Email interaction has changed with the evolution of the digital landscape Nowadays, we tend to generally only read the first few emails in inbox Platform / channel newly important
Emails sent first thing in the morning are perfectly poised to grab attention when customers are using their smartphones on the way to work or logging on to their PCs These morning messages are very effective, showing the highest transaction rates
Send an email between 10 am and 1pm and you can benefit from a spike in open rates from those who are having their coffee and lunch breaks
Time your email to arrive between 6pm and 8pm and you capture customers at the end of a hectic day — it’s a period that records the highest open rates
Time your email to arrive between 6pm and 8pm and you capture customers at the end of a hectic day — it’s a period that records the highest open rates Realising the potential for 100% individualised communications...
Content is king despite fast pace of digital change SLs with ‘exclusive’ offers, ‘sale’, ‘rewards’ or customer birthday or anniversary work better Strong open, click and CTO rates Transactions even stronger: 100% to 150% uplift Salutation is no longer enough, it doesn’t break the surface of what is possible FIFA Newsletter personalisation with gamer achievement really resonates with EA customers Content and channel preferences are both key elements of your customer SCV ‘ Free’ in subject lines is outdated, we are too savvy Individualisation will guarantee pertinence
Previously unbreakable link between channel and device has gone Mobile is a huge opportunity, but only if exploited correctly – seamless customer experience Specialist coding and creative expertise can avoid pitfalls of different viewing platforms
Still relatively new but increasingly important Simply putting Facebook in your subject line is not enough Hugely dynamic space and fundamental changes can happen in months ‘ Free’ content and incentives can generate impressive engagement and ROI Real-time insight into customer activity and preferences Social push and social pull communications User-generated content = user-led interaction
‘ Like’ promotion – incentive was free but perceived value enabled engagement Encourages engagement through additional channel Important to track interaction through all channels to inform SCV
More emphasis on social media channels in this communication Video content suits this due to desire to empower customers to take content viral Reservation of email / mobile sign up as sole source or first look content
Standard mailing with less social emphasis Avoid cannibalisation and duplication of content Customer preference can make channel decisions for you – test and learn
Email Mobile and Social are 3 horseman of the clickopolis: Email is most individualised, 100% personalised Mobile enables constant contact Social communicates with customers within their preferred real estate - Used together and properly, customers can constantly have entirely positive interactions with brands
Put your customer at the centre of everything you do Make use of customers spheres of influence, as well as your own brands’ influence Empower ownership of relationship by customer – channel and content interaction preferences, social media sharing to facilitate ‘brand advocates’, learning as much as possible from customer activity and rewarding it ‘ What’s in it for me?’ applies to customer as much as your brand To win the relay your customer needs a seamless online experience, using all digital channels on their own terms to satisfy their individual preference
Email & Mobile Theatre; Running the Digital Relay with EA Games Case Study