Designing a Digital Marketing Strategy for Customer Monetization
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This document discusses designing a digital marketing strategy using a composable enterprise approach. It describes building blocks for a digital marketing funnel including collecting leads, managing customer data, segmenting customers, executing marketing automation, and measuring results. It provides an example for a B2C company's monetization strategy, outlining targeted audiences and marketing actions like webinars, loyalty campaigns, and retargeting. The goal is to start optimizing the conversion funnel through a foundation project focusing on monetization.
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Designing a Digital Marketing Strategy for Customer Monetization
- 1. 1 Design for Customer Engagement Constructing the Composable Enterprise for your Digital Marketing Strategy Alessandro Lavazzi
- 2. About the Speaker Alessandro Lavazzi Customer Engagement Practice Manager I have more than 10 years of experience in the domain of IT Solutions for Customer Engagement. Currently, I work to help companies implement a new generation of Composite Enterprise Solutions designed to create multi-channel, ultra-tailored customer experiences by taking advantage of big data, social interaction and micro-services. My area of interest is the design and deployment of Customer Engagement Solutions in the context of Digital Transformation. In particular, I focus on the (r)evolution of the Sales, Marketing and Services processes leveraging state of the art cloud, IoT, social and big data solutions. https://it.linkedin.com/in/alessandro-lavazzi Alessandro.Lavazzi@techedgegroup.com
- 3. DIGITAL MARKETING STRATEGY SAMPLE CASE: MONETIZATION IN A B2C COMPANY COLLECT: LANDING PAGE & CONTACT FORM MANAGE: CORPORATE CONSUMER DB & CRM SEGMENT: SEGMENTATION TOOL & SCORING ENGINE EXECUTE: MARKETING AUTOMATION MEASURE: CUSTOMER INSIGHT
- 4. DIGITAL MARKETING STRATEGY SAMPLE CASE: MONETIZATION IN A B2C COMPANY COLLECT: LANDING PAGE & CONTACT FORM MANAGE: CORPORATE CONSUMER DB & CRM SEGMENT: SEGMENTATION TOOL & SCORING ENGINE EXECUTE: MARKETING AUTOMATION MEASURE: CUSTOMER INSIGHT
- 5. Set Up Your Digital Marketing Strategy Is my Marketing Funnel Digital? Episode 1 Digital Marketing Strategy
- 6. How to setup your Digital Marketing Strategy? 6 How to select the right Digital Marketing Building Blocks? How to translate the Customer Journey into an effective Digital Marketing Strategy?
- 7. The Marketing Funnel 7 Do I have to build in some way a so-called FUNNEL? Customer Funnel Marketing Funnel Sales Funnel Conversion Funnel Purchase Funnel … $ $ $ LEADS LEADS LEADS BUSINESS
- 8. The Marketing Funnel 8 Acquire new prospects and leads Convert those leads into buyers Get those buyers to buy more or buy more often If you have a business and you have customers, then you already have some type of funnel The goal is to digitalize and optimize your funnel in order to increase conversions and revenue Loss of consumers
- 9. The Digital Marketing Funnel 9 Consumer LifecycleCommunity Business Action LEAD PROSPECT CUSTOMER RETENTION CONVERSION NURTURE Public Friend/Fan/Follower Subscriber Customer/Member Loyalist Advocate AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY ADVOCACY • Generic and Brand Paid Search & Search Engine Marketing (SEM) • Email Campaigns • Landing Pages • Webinars • Special Offers • Workshops • Retargeting • Content Personalization • Product Recommendations • Loyalty Program • Discount • Customer Support • Special Offers • Search Engine (SEO) • Social Media • Web Site Advertising
- 10. The Digital Marketing Funnel 10 There are different approaches to start the digitalization process of your funnel, depending on your goal Acquire new prospects and customers ACQUISITION Convert prospects (or inactive buyers) into recent buyers ACTIVATION $ Generate revenue from active buyers and indoctrinated subscribers MONETIZATION $$ $$
- 11. The Digital Marketing Funnel 11 Every approach act on a different stage of the funnel Consumer LifecycleCommunity Business Action LEAD PROSPECT CUSTOMER RETENTION CONVERSION NURTURE Public Friend/Fan/Follower Subscriber Customer/Member Loyalist Advocate AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY ADVOCACY • Generic and Brand Paid Search & Search Engine Marketing (SEM) • Email Campaigns • Landing Pages • Webinars • Special Offers • Workshops • Retargeting • Content Personalization • Product Recommendations • Loyalty Program • Discount • Customer Support • Special Offers • Search Engine (SEO) • Social Media • Web Site Advertising ACQUISITION
- 12. The Digital Marketing Funnel 12 Every approach act on a different stage of the funnel Consumer LifecycleCommunity Business Action LEAD PROSPECT CUSTOMER RETENTION CONVERSION NURTURE Public Friend/Fan/Follower Subscriber Customer/Member Loyalist Advocate AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY ADVOCACY • Generic and Brand Paid Search & Search Engine Marketing (SEM) • Email Campaigns • Landing Pages • Webinars • Special Offers • Workshops • Retargeting • Content Personalization • Product Recommendations • Loyalty Program • Discount • Customer Support • Special Offers • Search Engine (SEO) • Social Media • Web Site Advertising ACTIVATION $
- 13. The Digital Marketing Funnel 13 Every approach act on a different stage of the funnel Consumer LifecycleCommunity Business Action LEAD PROSPECT CUSTOMER RETENTION CONVERSION NURTURE Public Friend/Fan/Follower Subscriber Customer/Member Loyalist Advocate AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY ADVOCACY • Generic and Brand Paid Search & Search Engine Marketing (SEM) • Email Campaigns • Landing Pages • Webinars • Special Offers • Workshops • Retargeting • Content Personalization • Product Recommendations • Loyalty Program • Discount • Customer Support • Special Offers • Search Engine (SEO) • Social Media • Web Site Advertising MONETIZATION $$ $$
- 14. Set Your Goal Let’s assume that our primary goal is the monetization Consumer Lifecycle Business Action RETENTION CONVERSION NURTURE AWARENESS CONSIDERATION PREFERENCE PURCHASE LOYALTY ADVOCACY • Generic and Brand Paid Search & Search Engine Marketing (SEM) • Email Campaigns • Landing Pages • Webinars • Special Offers • Workshops • Retargeting • Content Personalization • Product Recommendations • Loyalty Program • Discount • Customer Support • Special Offers • Search Engine (SEO) • Social Media • Web Site Advertising LEAD PROSPECT Public Target Audience Community CUSTOMER Customer/Member Loyalist Advocate Friend/Fan/Follower Subscriber MONETIZATION $$ $$ 14
- 15. B2B B2C Set Your Goal We use the monetization approach to start a foundation project: the starting point of the optimization path of our conversion funnel Target Audience Marketing Actions Webinar Live Event Direct Email Campaigns Loyalty Campaigns Discount Campaigns Direct Email Campaigns Contacts Measure Interactions Incentivize Customer Contact Center Retargeting Customer Journey CUSTOMER Customer/Member Loyalist Advocate 15
- 16. techedgegroup.com This document and the information contained herein are proprietary to Techedge. This document, either in whole on in part, may not be reproduced in any form or by any means without Techedge’s prior written permission. Any third-party names, trademarks and copyrights contained in this document are the property of their respective owners. Copyright © 2016 Techedge All Rights Reserved.