Digital Strategy 6 PDF

MARKETING Session 6 CUSTOMER EXPERIENCE: CONSIDERATION TECHNIQUES THE FUNNEL TO ACCOMODATE THE CUSTOMER EXPERIENCE ACQUISITION (TOFU) CONSIDERATION (MOFU) CONVERSION (BOFU) LOYALTY & ADVOCACY ATTRACT VISITORS GIVE EVIDENCE FOR THE BRAND PUSH THE PRODUCT TOWARDS CONVERSION GET THE CUSTOMER TO...

MARKETING Session 6 CUSTOMER EXPERIENCE: CONSIDERATION TECHNIQUES THE FUNNEL TO ACCOMODATE THE CUSTOMER EXPERIENCE ACQUISITION (TOFU) CONSIDERATION (MOFU) CONVERSION (BOFU) LOYALTY & ADVOCACY ATTRACT VISITORS GIVE EVIDENCE FOR THE BRAND PUSH THE PRODUCT TOWARDS CONVERSION GET THE CUSTOMER TO REPEAT THE CUSTOMER JOURNEY Acquisition, Conversion and Retention Techniques ACQUISITION 1 - AWARENESS 2 - "ZMOT" PAID MEDIA CONVERSION 3 - EVALUATION 4 - "1st MOT" RETENTION 5 - "2nd MOT" OWNED MEDIA 6 - LOYALTY 7 - ADVOCACY EARNED MEDIA CUSTOMER EXPERIENCE: IN CONSIDERATION CONSIDERATION - CUSTOMER In the Consideration stage: the prospect is not yet ready to buy, but they are deciding on the potential solution for them The potential buyer will have clearly defined and given a name to their problem, and they are committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity Typically carried out in the 1st MOT, but Evaluation and Loyalty also helps. CONSIDERATION - TYPE OF CONTENT FOR BRANDS PAID OWNED CONSIDERATION - NORMALLY CARRIED OUT ON OWNED MEDIA Website Email SoMe: Live videos Chatbots CONSIDERATION -> BUT ALSO ON EARNED MEDIA UGC on Social Media Handles Testimonials of past customers on Web or App Stores Comparisons vs other brands Referrals from actual customers to new “friends & family” Case Studies or Testimonials Media Coverage Free Samples Influencer Marketing Free Trials - 15 days free Discount Free Demo EARNED CONSIDERATION -> BUT ALSO ON PAID MEDIA Influencer Marketing Paid ads THE MEDIA: 7-STEP CUSTOMER JOURNEY 1 - AWARENESS 2 - "ZMOT" 3 - EVALUATION Paid Media: The Brand will talk about the MARKET, the BUYER PERSONA through cultural truths, tensions/problems the BP has that has not been resolved, innovations, latest updates, how to make the Buyer Persona's life easier.... 4 - "1st MOT" 5 - "2nd MOT" 6 - LOYALTY Owned Media: The Brand talks tends to talk about THE BRAND showcasing their product/service, providing product details, brand truths, prices vs others, free trials/demo, etc... 7 - ADVOCACY Earned Media: The brand will show how OTHERS experience the brand - User Generated Content, and it will be shared THE IMPORANTANCE OF CONTENT & PERSONALIZATION IN CONSIDERATION The main problem with Content: identifying the right Content The Content Process 1.DEFINE THE BIG IDEA OF YOUR COMMUNICATION CAMPAIGN, ITS STORYTELLING, AND THE VISUALS YOU WILL USE FOR THE BRAND 6. CURATE OTHER PEOPLE’S CONTENT TO GIVE CREDIBILITY TO YOUR CONTENT 2. BRAINSTORM IDEAS/ MESSAGES FROM THE BIG IDEA THAT CAN BE IMPLEMENTED ALONG THE CUSTOMER JOURNEY 3. RUN INTERNAL CONTENT AUDITS* AS WELL AS EXTERNAL/ COMPETITORS CONTENT AUDITS OF THE MARKET AND COMPETITION 7 . PREPARE YOUR MEDIA STRATEGY: WHAT CONTENT WILL GO ON OWNED, PAID AND EARNED MEDIA 8. PUBLISH AND EVALUATE REACTIONS TO YOUR CONTENT, ACTING/ANSWERIN G QUESTIONS WHEN NEEDED 4.CHOOSE THE RIGHT TOPICS, FORMATS, AND CHANNELS FOR YOUR CONTENT 9. ANALISE YOUR CONTENT RESULTS THROUGH THE SET METRICS RELATED TO YOUR GOALS 5. START WRITING THE PIECE OF CONTENT – WHETHER IT IS AN ARTICLE, AN AD, A VIDEO, A PODCAST, ETC. 10. MAKE DECISIONS ON THE RESULTS OF YOUR CONTENT: REPUBLISH IN OTHER CHANNELS, ELIMINATE POOR PERFORMED CONTENT, ETC CONTENT MARKETING PROCESS 1.Storytelling BIG IDEA - COCA COLA EXAMPLE: "SHARE A COKE" The “Big Idea” of the theme you will be using to engage and create conversations with your Buyer Persona: - the "what" : your story through the Product reflecting Big Idea brand positioning - the "how": your story through emotions, or - the "why" : your story through the why you are doing what you are doing Social Media reflecting Big Idea Street Mkt.reflecting Big Idea Out of Home reflecting Big Idea Influencer Mkt. reflecting Big Idea THE BIG IDEA - COCA COLA 1. START WITH A CLEAR BRIEF/ CHALLENGE 3. FIND THE BRAND 2. UNCOVER A COMPELLING INSIGHT CONNECTION - What are you looking to achieve? what do A real truth, tension or problem to solve you ultimately want to achieve by the end of for the consumer the campaign so there is total clarity and focus. Conducting primary and secondary research For Coca Cola, they wanted to do more than on your target audience prior to coming up just simply focus on the tangible benefits of with the creative concept (big idea) for your the product. Instead, they wanted to make a marketing campaigns is a definite must. statement by creating buzz and engagement Research showed that there was a growing and generate sales that were declining. trend amongst milenials of global of selfexpression personalization and sharing. Link the insight wit the brand - are there any connections? Coke connected the consumer insight: "our name is the most personal thing we have. It’s our fingerprint… our identity…" They created # share a coke. Define: 1. What is the Big Idea Called 2. What is the Big Idea going to talk about? 3. Why can this product cover it? 4. How will it come to life? (formats, channels, omnichannel strategy) In the case of Coca-Cola,: "We gave consumers an opportunity to express themselves through a bottle of - Who is your audience? It’s important to 4. ARTICULATE THE IDEA CLEARLY AND SUCCINCTLY 1. #Shareacoke 2. Created a new personalized product: bottles, cans, etc.. paint a clear picture of who you’re looking to Coke and Pepsi had for a long time battled Coke, and to share the experience with target with your campaign. An understanding to prove customers who had a better taste, someone else. The fact that your name is 3. Coca-Cola: sharing moments of who your audience is, including their likes, which was was a "lighter or healthier option" on a Coke bottle, it can’t get more 4. Deployment: dislikes, motivations and lifestyles will enable - none of them communicating what their you to craft your big idea accordingly. Coca- audiences where looking for. personal than that!" Cola decided to make awareness in a younger audience that will help them capitalize growth. And thus connected to the brand positioning of "sharing moments". - Out of Home Billboards - Social Media engagement videos, posts, stories,, - Street Mkt.: Personalize it at supermarkets and shopping malls - Influencer Mkt., ex.: Selena Gomez. BIG IDEA OTHER EXAMPLES: COPIES, COPIES + VISUALS "It all starts with a Nescafe" "Imagine" BIG IDEA OTHER EXAMPLES: COPIES, COPIES + VISUALS "Real Beauty" "Precision Parking" CONTENT MARKETING PROCESS 1.BIG IDEA/ STORYTELLING CONTENT MARKETING PROCESS 2. BRAINSTORM IDEAS i) Breaking down the Big Idea into many messages, through analysing the Buyer's Persona habits, competitors activities, what people are talking about, brain storm sessions, analysing the Customer Journey or SEO. ii) Refine & Rank your ideas Tools: - Feedly: Feed to keep track of trendy topics in your industry and find content ideas at the same time -Buzzumo: several market research tools, one of which uses social media shares to figure out if a piece of content is popular and well-liked An iced cold Coke tastes better when shared together with friends, family and even strangers Share a Coke with Love Share a Coke with Friends Put your name in the bottle CONTENT MARKETING PROCESS 3. RUN CONTENT AUDIT INTERNAL: 1. Inventory of existing content 2. Analysis & recommendations EXTERNAL: 1. Run Competitor's & Consumer Audit 2. Work on Freshness of Content and Content Curation 3. Allow for Syndicate Content: reach other people's audiences Tools: Google Analytics, ScreemingFog, Semrush CONTENT MARKETING PROCESS 4. CHOOSE FORMATS, TOOLS & CHANNELS - Webiste or Blog: Wix or Wordpress -Coding: Copilot -Visuals: DALL-E-2 (Open AI) -Copies: ChatGPT - Newsletter: Hubspot, Mailchimp or Sendgrid - Gifs: Makeagif.com or Giphy - Ebook: Atavist - Infographic: Canva - Video: iMovie, InShot, Tik Tok, Canva - Photo: Freepik, Pixabay, Shutterbox, Canva - SM Post: Hootsuite, Buffer - Games: Gamesalad - Podcasts: Audacity, Spotify - Logos: Tailorbrands - Fonts: Google Type/ Canva CONTENT MARKETING PROCESS 5. WRITTING Write For Your Audience, not for yourself Don't Overlink Respond to Comments Give Credit Where Credit is Due Break Up Your Copy CONTENT MARKETING PROCESS 6. CONTENT CURATION Consists of finding or making relevant information for your audience from a variety of sources and sharing it through your channels REPUBLISH: RECYCLE 1: Same content Adjust, Add, but in different Remove or channels Reward RECYCLE 2: RECYCLE 3: Combine Expand Related or Content Unrelated content CONTENT MARKETING PROCESS 7. MEDIA STRATEGY Owned Media Platforms that you have ownership of and more control over Choose the messages you want to communicate for the approapriate media: owned, paid, earned/shared 1. Search Engine Ads 2. Social Media Ads 3. Website display ads 4. Influencer ads 5. App Store Ads 6. Mobile Ads 7. Email Ads 8. Sponsorships Paid Media Platforms that offer advertising and that you spend a media budget on 1. Website/blog/community 2. App 3. Social Media Handle 4. SEO/ ASO/ SMO 5. Email Database + Newsletter 6. Events/ Press Release/ PR Earned Media The noise your brand can do, What "others" say about your brand 1. Testimonials of customers 2. Blog posts of your brand 3. Ratings 4. Referrals on review sites 5. Word of Mouth (WOM) 6. Reposts/ Retweets (Repost, retweet,, making it viral.... CONTENT MARKETING PROCESS: PROMOTE CONTENT 8.PROMOTE CONTENT: ORGANIC 8.PROMOTE CONTENT: PAID SEARCH SOCIAL MEDIA DISPLAY & ENGINE ADS NATIVE ADS MARKETING ORGANIC: - Increase ranking with search engine optimization - Link Building - Email Outreach - Comment Marketing - Guest Posting - Hashtag Marketing/ Tag Mkt. - Newsletter - Organic Social Media - Viral Mkt. PAID -Online Advertising - Search Engine Advertising - Social Media Advertising - Influencer Mkt. -Viral Mkt. (if paid) REMARKETING ADS VIDEO ADS AFFILIATE ADS EMAIL ADS . APP ADS GAMMING ADS CONTENT MARKETING PROCESS: PROMOTE CONTENT 9.ANALYTICS & 10. DECISIONS Brand Awareness: - Brand Reach: the number of people you touch with your marketing message or the number of people that are exposed to your message - Brand Mentions - Brand Searches Conversions: - Subscribers - CAC (Cost of Acquisition) - ROI (Return of Investment) Engagement: - Shares, likes, comments, links, retweets and Engagement Rate (%) - Inbound Links Loyalty & Retention: Lifetime Value Lead Generation: how many leads, how many qualified leads: -Also examine at what rate those leads convert into customers compared to other marketing channels Website Performance: Traffic, sources, devices, CTR, conversions.... .. LET’S SEE SOME EXAMPLES... THE CUSTOMER JOURNEY TECHNIQUES IN THE 1ST MOMENT OF TRUTH (1MOT) 1st MOT INTRODUCING NFT’S TO YOUR BRAND: This is the phase that tests the brand's ability to make a conversion, like a sale or a download, of a product, service, or experience in order to convince the potential buyer. Focus: Ease of user navigation; offering content to convince the buyer persona and make a conversion. Main Techniques + Messages: - SEO, ASO, SMO - Conversion Techniques: High-quality photos and texts (description, prices, sizes, colors.), free shipping offers, additional products/services to increase average order values, personalized payment experiences, FOMO offers, allowing customers to buy on any social network platform, let customers try before they buy, mobile technology in-store: intelligent dressing rooms, notifications in-store, call assistant, testimonials & ratings, etc... Channels: Owned channels of the brand: - Website - App - Web/app - Communities/ Blogs - SoMe handles - Metaverse + NFTs -1:1 Emails Nike announced the acquisition of RTFKT, a non-fungible token (NFT) studio that produces digital collectibles (including digital sneakers) to merge culture and gaming. Previously, RTFKT collaborated with teenage artist FEWOCiOUS to sell real sneakers paired with virtual ones, selling 600 pairs and NFTs in six minutes and netting over $3.1 million THE CUSTOMER JOURNEY TECHNIQUES IN THE 1ST MOMENT OF TRUTH (1MOT) 1st MOT This is the phase that tests the brand's ability to make a conversion, like a sale or a download, of a product, service, or experience in order to convince the potential buyer. Focus: Ease of user navigation; offering content to convince the buyer persona and make a conversion. Main Techniques + Messages: - SEO, ASO, SMO - Conversion Techniques: High-quality photos and texts (description, prices, sizes, colors.), free shipping offers, additional products/services to increase average order values, personalized payment experiences, FOMO offers, allowing customers to buy on any social network platform, let customers try before they buy, mobile technology in-store: intelligent dressing rooms, notifications in-store, call assistant, testimonials & ratings, etc... Channels: Owned channels of the brand: - Website - App - Web/app - Communities/ Blogs - SoMe handles - Metaverse + NFTs -1:1 Emails EXAMPLE OF COMPARISON ON THE BRANDS WEBSITE THE CUSTOMER JOURNEY TECHNIQUES IN THE 1ST MOMENT OF TRUTH (1MOT) 1st MOT This is the phase that tests the brand's ability to make a conversion, like a sale or a download, of a product, service, or experience in order to convince the potential buyer. Focus: Ease of user navigation; offering content to convince the buyer persona and make a conversion. Main Techniques + Messages: - SEO, ASO, SMO - Conversion Techniques: High-quality photos and texts (description, prices, sizes, colors.), free shipping offers, additional products/services to increase average order values, personalized payment experiences, FOMO offers, allowing customers to buy on any social network platform, let customers try before they buy, mobile technology in-store: intelligent dressing rooms, notifications in-store, call assistant, testimonials & ratings, etc... Channels: Owned channels of the brand: - Website - App - Web/app - Communities/ Blogs - SoMe handles - Metaverse + NFTs -1:1 Emails EXAMPLE OF COMPARISON ON YOUTUBE THE CUSTOMER JOURNEY TECHNIQUES IN THE 1ST MOMENT OF TRUTH (1MOT) 1st MOT This is the phase that tests the brand's ability to make a conversion, like a sale or a download, of a product, service, or experience in order to convince the potential buyer. Focus: Ease of user navigation; offering content to convince the buyer persona and make a conversion. Main Techniques + Messages: - SEO, ASO, SMO - Conversion Techniques: High-quality photos and texts (description, prices, sizes, colors.), free shipping offers, additional products/services to increase average order values, personalized payment experiences, FOMO offers, allowing customers to buy on any social network platform, let customers try before they buy, mobile technology in-store: intelligent dressing rooms, notifications in-store, call assistant, testimonials & ratings, etc... Channels: Owned channels of the brand: - Website - App - Web/app - Communities/ Blogs - SoMe handles - Metaverse + NFTs -1:1 Emails Brands need to be “properly” displayed at the Apps Stores (ASO) THE CUSTOMER JOURNEY TECHNIQUES IN THE 1ST MOMENT OF TRUTH (1MOT) 1st MOT This is the phase that tests the brand's ability to make a conversion, like a sale or a download, of a product, service, or experience in order to convince the potential buyer. Personalization-> Earned Media: Focus: Ease of user navigation; offering content to convince the buyer persona and make a conversion. Main Techniques + Messages: - SEO, ASO, SMO - Conversion Techniques: High-quality photos and texts (description, prices, sizes, colors.), free shipping offers, additional products/services to increase average order values, personalized payment experiences, FOMO offers, allowing customers to buy on any social network platform, let customers try before they buy, mobile technology in-store: intelligent dressing rooms, notifications in-store, call assistant, testimonials & ratings, etc... Channels: Owned channels of the brand: - Website - App - Web/app - Communities/ Blogs - SoMe handles - Metaverse + NFTs -1:1 Emails Personalization of products THE CUSTOMER JOURNEY TECHNIQUES IN THE 1ST MOMENT OF TRUTH (1MOT) 1st MOT This is the phase that tests the brand's ability to make a conversion, like a sale or a download, of a product, service, or experience in order to convince the potential buyer. Personalization: Focus: Ease of user navigation; offering content to convince the buyer persona and make a conversion. Main Techniques + Messages: - SEO, ASO, SMO - Conversion Techniques: High-quality photos and texts (description, prices, sizes, colors.), free shipping offers, additional products/services to increase average order values, personalized payment experiences, FOMO offers, allowing customers to buy on any social network platform, let customers try before they buy, mobile technology in-store: intelligent dressing rooms, notifications in-store, call assistant, testimonials & ratings, etc... Channels: Owned channels of the brand: - Website - App - Web/app - Communities/ Blogs - SoMe handles - Metaverse + NFTs -1:1 Emails Web: facilitate purchase with various options THE CUSTOMER JOURNEY TECHNIQUES IN THE 1ST MOMENT OF TRUTH (1MOT) 1st MOT This is the phase that tests the brand's ability to make a conversion, like a sale or a download, of a product, service, or experience in order to convince the potential buyer. Personalization: Focus: Ease of user navigation; offering content to convince the buyer persona and make a conversion. Main Techniques + Messages: - SEO, ASO, SMO - Conversion Techniques: High-quality photos and texts (description, prices, sizes, colors.), free shipping offers, additional products/services to increase average order values, personalized payment experiences, FOMO offers, allowing customers to buy on any social network platform, let customers try before they buy, mobile technology in-store: intelligent dressing rooms, notifications in-store, call assistant, testimonials & ratings, etc... Channels: Owned channels of the brand: - Website - App - Web/app - Communities/ Blogs - SoMe handles - Metaverse + NFTs -1:1 Emails Emai with discount THE CUSTOMER JOURNEY TECHNIQUES IN THE 1ST MOMENT OF TRUTH (1MOT) 1st MOT Personalization: This is the phase that tests the brand's ability to make a conversion, like a sale or a download, of a product, service, or experience in order to convince the potential buyer. Focus: Ease of user navigation; offering content to convince the buyer persona and make a conversion. Main Techniques + Messages: - SEO, ASO, SMO - Conversion Techniques: High-quality photos and texts (description, prices, sizes, colors.), free shipping offers, additional products/services to increase average order values, personalized payment experiences, FOMO offers, allowing customers to buy on any social network platform, let customers try before they buy, mobile technology in-store: intelligent dressing rooms, notifications in-store, call assistant, testimonials & ratings, etc... Channels: Owned channels of the brand: - Website - App - Web/app - Communities/ Blogs - SoMe handles - Metaverse + NFTs -1:1 Emails Emai with comparison THE CUSTOMER JOURNEY TECHNIQUES IN THE 1ST MOMENT OF TRUTH (1MOT) 1st MOT This is the phase that tests the brand's ability to make a conversion, like a sale or a download, of a product, service, or experience in order to convince the potential buyer. Focus: Ease of user navigation; offering content to convince the buyer persona and make a conversion. Main Techniques + Messages: - SEO, ASO, SMO - Conversion Techniques: High-quality photos and texts (description, prices, sizes, colors.), free shipping offers, additional products/services to increase average order values, personalized payment experiences, FOMO offers, allowing customers to buy on any social network platform, let customers try before they buy, mobile technology in-store: intelligent dressing rooms, notifications in-store, call assistant, testimonials & ratings, etc... Channels: Owned channels of the brand: - Website - App - Web/app - Communities/ Blogs - SoMe handles - Metaverse + NFTs -1:1 Emails Web: FOMO (Fear Of Missing Out) experience "Only 1 room left" One brand using the ecommerce platforms of social networks THE CUSTOMER JOURNEY TECHNIQUES IN THE 1ST MOMENT OF TRUTH (1MOT) B2B 1st MOT Personalize your service to your buyer persona's needs This is the phase that tests the brand's ability to make a conversion, like a sale or a download, of a product, service, or experience in order to convince the potential buyer. Focus: Ease of user navigation; offering content to convince the buyer persona and make a conversion. Main Techniques + Messages: - SEO, ASO, SMO - Conversion Techniques: High-quality photos and texts (description, prices, sizes, colors.), free shipping offers, additional products/services to increase average order values, personalized payment experiences, FOMO offers, allowing customers to buy on any social network platform, let customers try before they buy, mobile technology in-store: intelligent dressing rooms, notifications in-store, call assistant, testimonials & ratings, etc... Channels: Owned channels of the brand: - Website - App - Web/app - Communities/ Blogs - SoMe handles - Metaverse + NFTs -1:1 Emails Offer special prices/discounts THE CUSTOMER JOURNEY TECHNIQUES IN THE 1ST MOMENT OF TRUTH (1MOT) B2B 1st MOT This is the phase that tests the brand's ability to make a conversion, like a sale or a download, of a product, service, or experience in order to convince the potential buyer. Provide access to Events -> a step towards conversions Focus: Ease of user navigation; offering content to convince the buyer persona and make a conversion. Main Techniques + Messages: - SEO, ASO, SMO - Conversion Techniques: High-quality photos and texts (description, prices, sizes, colors.), free shipping offers, additional products/services to increase average order values, personalized payment experiences, FOMO offers, allowing customers to buy on any social network platform, let customers try before they buy, mobile technology in-store: intelligent dressing rooms, notifications in-store, call assistant, testimonials & ratings, etc... Channels: Owned channels of the brand: - Website - App - Web/app - Communities/ Blogs - SoMe handles - Metaverse + NFTs -1:1 Emails Don't miss a visit - ask them to join your newsletter 1. READ ARTICLE ON: HOW TO What now? DEVELOP A CONTENT STRATEGY IN 7 STEPS: A START-TO-FINISH GUIDE (HUBSPOT) - FIND LINK IN THE SYLLABUS SESSION 6 2. GROUP WORK FOR FINAL PROJECT: Check the Group Work Assignment on Blackboard and start doing the tasks of the topics we have covered in class. Remember that on Session 10, you have to pitch your work to the class & professor - graded. 3. REMEMBER, THIS IS A DIGITAL STRATEGY COURSE AND AS SUCH, TACTICS ARE NOT EXPLAINED IN THIS COURSE BUT ON FOLLOWING COURSES.