Know Your Customers is part of Situation Analysis which is part of a SOSTAC ® Digital Marketing Plan. SOSTAC ® Video on youtube PRSmith1000 channel http://tinyurl.com/cugmb5f SOSTAC ® video on PR Smith Marketing Facebook http://tinyurl.com/9l5hy97 SOSTAC ® eBook on Basic Marketing Plan http://tinyurl.com/cavpx6q with complimentary kindle app (on right hand side of page)

1. DIT
Know Your Customer
in a digital world
PRSmith.org PR Smith Marketing PR_Smith

2. © PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith
Introduction
SOSTAC ® Marketing Plan
Situation Analysis
Objectives
Strategy
Tactics
Action
Control
More on SOSTAC ®

3. Situation Analysis
Your Customers
Your Intermediaries
Your Competitors

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Situation Analysis: Customers
Customers; Competitors; Partnerships; Trends
3 Big Questions About Your Customers
1
2
3
Create a culture of customer obsession

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1. Who is your customer? 18
Who is your ideal customer?
- B2C & B2B segmentation variables
Who are your worst customers?
Who are your influential customers?
- Newsle.com Crowdvu Crowdbooster.com
Who are your engaged customers?
?

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1. Who is your customer?
Customer data is everywhere
Get customer data from many sources

7. What pages /
products
are they most
interested in?
How interested
are they?
Any past
purchases?
What do we know
about them from
the CRM system?
Have they been
to this site
before?
How can we help
them with their
next step = MA
© PR Smith 2014
www.prsmith.org
Digital Body
Language
&
Marketing
Automation
Progressive
Profiling (forms)
Big Data
Add Social Data
Augmenting
Profiles
(click behaviour)
Add 3rd
Party Data
(databases)

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1. Who is your customer?
- much more information
Marketing Automation
- generates significant insights
Add data from social media platforms
Use Progressive Profiling
Integrate behavioural data on & offline
Find more ‘Ideal Customers’
Index attributes of the highest
& most engaged customers

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Who are your twitter followers?
Where are they located?
Which ones are influential?
FollowerWonk.com can help
1. Who is your customer?
- much more information - twitter

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Location of
PR_Smith's twitter followers

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PR Smith followers
that are influential

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Read the blog

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A cheese product,
was ranked 209th in sales
Would you delist it
(stop selling it)?
Quick Question

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One Question….
Re Who?
Intelligent mining revealed:
Cheese was frequently purchased by the
ideal customer profile
- the top-spending 25% of customers
Conventional analytical principles:
delist product would have been wrong!

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Why do your customers buy?
Aspirations?
Key messages & words arouse them?
see Actions p52
2. Why do your customers buy? 20

17. What words relate to ‘Sportsmanship’?

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Why do your customers buy?
Aspirations?
Key messages & words arouse them?
Fears, Phobias & Barriers
How do you build trust & credibility?
2. Why do your customers buy? 20

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Why do Manchester United fans buy?
2. Why do your customers buy?

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21. © PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith
Professor Ted Levitt
2. Why do your customers buy?

22. Knowing Why
Customers
Buy
is
Fundamental
To Success

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Why Return To A Web Site
- 4 Satisfaction Factors
Work hard at these………
………..Relevant Information

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Why Buy? Why Visit?
“The 2nd
Visit is the beginning
of the relationship.”
“What are you doing to bring them back a
2nd
time?”

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2. Why do your customers buy? 21

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Cialdini’s 6 Rules of Persuasion
- applied online
28
1. Reciprocity – ‘if I do something for you
you will probably do something for me’
e.g. free samples
2. Liking - People are easily persuaded by other people
they like e.g. ‘like’ my page
+ physical attractive people in a store
3. Social proofing – People will do things what they see others do
e.g. product ratings on a web shop
4. Scarcity – the products that are almost out of stock are the most attractive
ones e.g. Booking.com: only 3 rooms left
5. Commitment – If people commit, orally or in writing, to an idea or goal, they
are more likely to honor that commitment e.g. Amazon’s wish list
6. Authority – People do what authorities or experts (will) do
e.g. expert recommendations

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ROBO
How Long - Time Lag Report?
How many channels -Path Length Report
How many interactions -Top Path Reports
Which Channels, Campaigns Keyword assisted
- Assisted Conversions report
- Multi Channel Funnel Analysis
3. How do your customers buy? 23

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3. How do customers buy?
Instead of just the last interaction
…..

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How do your customers buy?
Conversion Paths taken when making at least 2 visits
Short memorable url
Brand awarenessIf DD not top – might need
brand awareness campaign
Optimised For Key Phrases
SEO is Working
Good Content - Customer
wants to remember URL Memorable url
Emarketing Excellence Chaffey & Smith 2012

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3. How Do Customers Buy?
Multi Channel Funnels
Introduction to Multi Channel Funnels (5 mins)

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Emails - how do customers read emails?
- when do they read them?
Web sites - how do customers look at
them
- Heat Maps
Videos - how do customers see video
- Emotional Response Video Analysis
TV - how do customers watch TV
3. How do your customers buy?
How customers process information
Mobiles?
Mobiles?
Mobiles?

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How customers feel/talk about your brand
- Sentiment Analysis
How, where, when talk about your brand
-Social Media Audit
Don’t forget: See - Try - Buy
3. How do your customers buy?
How customers process information
from other channels e.g. 27

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• Icons/Symbols
• Images
• Layout
• Words
• Colour
3. How do your customers buy?
How do customers process information
People see same message differently

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• Icons/Symbols
• Images
• Layout
• Words
• Colour
3. How do your customers buy?
How do customers process information
- people see same message differently

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Layout
Web Sites should have ‘flow’
3. How do your customers buy?
How do customers process information

41. Session Map shows individual’s eye
movement & duration (size of circle)
Layout

42. Heat Map reveals hottest parts of page
+ parts that are ignored

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• Icons/Symbols
• Images
• Layout
• Words
• Colour
3. How do your customers buy?
How do customers process information
- people see same message differently

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Some words go out of fashion
Other words may go out of fashion offline
but not online
We use different words when searching
(older fashioned /more basic words/phrases)
Words - changing a few words can
help customers to process info

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I may search for ‘cheap hotel’
But I don’t like
“Welcome to our dirt cheap hotel!”
“A Boutique Hotel for the Budget Minded.”
because I’m not cheap, I’m just budget minded.
Words - changing a few words can
help customers to process info

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Offline is the same
– people see what they want to see
on TV
& also
on Road Signs
People see the same message
differently

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3. How do customers
process information?
End Of Page 27
Different customers see the same message,
page, icon or image
differently
How do you know your customers see
what you want them to see?

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Situation Analysis Is Critical 26
“Carry out
a thorough analysis of the situation……
…before making a move”
Sun Tzu’s Art Of War
best marketing book– written 2,000+ years
Who, Why, How?
+ Competitors + Intermediaries

49. Who
are your customers?

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•
Why
do your customers buy (or not buy)?

51. © PR Smith 2014 PRSmith Marketing PRSmith.org PR_Smith
•
How
do your customers buy?

52. Know your customers
1.Who? 2. Why? 3. How?
+ Competition + Intermediaries
Situation Analysis

53. Is this 60 second video subliminal seduction
– will customers perceive the subtle
message at 17 seconds? Will it affect their
perception & behaviour? Read Vance
Packard. http://tinyurl.com/phyqogf
Bonus Video

54. Continue the discussion……
PR_Smith
PR Smith Marketing
PRSmith.org