Lecture 5B: Relationship Marketing Using Digital Platforms

Lecture 5B Relationship marketing using digital platform  Emphasizes customer retention and Relationship satisfaction, rather than a focus on sales...

Lecture 5B Relationship marketing using digital platform  Emphasizes customer retention and Relationship satisfaction, rather than a focus on sales transactions. Marketing Long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages. Better termed as "relationship management" in recognition of the fact that it involves much more Relationship than that which is normally included in marketing. Has the potential to forge a strong and lasting Management bond with customers that extends into years of service and loyalty. What is CRM? https://youtu.be/kiKJE-XkaZk  Electronic customer relationship management eCRM (eCRM) encompasses all the CRM functions on the web and digital space. Digital spaces include social and digital media, Web, intranet (internal Web) and extranet (for suppliers, etc.) Like relationship management (RM), eCRM Added Value and also seeks to increase customer loyalty and customer retention by improving customer Loyalty satisfaction through its services to create the journey eCRM in Action https://youtu.be/T7wWMDVZ_W0  Rise in technology = easier access for public Why to access information. Globalised community = shift of customers’ eCRM? expectations and attitudes (lesser waiting and response time). eCRM Personalised advantage - tailored ‘experience’ for customers/ Able to prolong a customer’s growth and journey with the brand/company. Reducing cost to acquire and retain new customers Benefits = happy customers, happy recommendations! 3 Key Areas of eCRM Customer Centricity Segmentation Personalisation Consolidation of customer Repurposing of the Calibration of the individual information, preferences and information gathered from experiences for the habits as the main driver to the customer database into customers visiting the generate awareness and various ‘patterns’ and website, configuring unique continuous growth of the ‘blocks’, each representing set of messages and organisation. the unique customer offers/promotions according experience and expectation. to their profiles.  Looking at the entire customer journey as a Customer is way to fulfill their needs and expectations. Focussing on the customer’s short-term and Number #1 long-term goals as a way to generate marketing content and campaign. Prioritising Philosophy of engaging customers through consistent messaging. Customers Commitment towards the philosophy of serving their needs. Enforcing the commitment beyond the organisation but towards making it a culture. Netflix - Recommendation Algorithm https://youtu.be/hqFHAnkSP2U Common Web Analytics Pages (Retail & Services) Products/Display Landing Page Checkout Page Page - The main page that - The information pages - The conversion page of the customers come into. where the second step or website, that determines if progress from the landing the sale is going through or - The place with the most page. not. tags and cookies as it is the most important page of all - Typically, for search results - All information and third that will either lead or turn page with product displays, party merchant pages here away users. information, availability and must be seamless in order to pricing. make the sale happen. - Advanced level algorithm with product pairing and user recognition could appear here.  These are programmable codes and tags = Meta Tags specifically coded to store information as triggered. For example, if you place a tag on website to collect user’s basic info (name, age, gender, etc.), you can program your tag to correspond and categorise themselves as such in your database. Tags Everywhere In a typical website for commerce and trade, it would be normal to expect hundreds of tags on different areas of the site. Each website will have a landing page, in which basic search info or feed-through will be analysed to be converted into a ‘session’ Types of Gathered Data Audience Data Audience Behavior Campaign Data - Number of visits, number of - Common landing pages - Which campaigns drove the unique visitors most traffic - Common exit page - New vs. returning visitor - Which websites referred the ratio - Frequently visited pages most traffic - Geo-based or location (i.e. - Length of time spent per - Which keyword searches which country they log in, visit resulted in a visit what browser or device they are on (desktop vs. mobile) - Number of pages per visit - Campaign medium breakdown, such as email - Bounce rate (i.e. exit rate, vs. social media how many times your consumers opted out of the page during the session)  Website: Landing page - key areas for ‘tags’ (programmable codes) to placed are on: - Log in/Sign Up - About & Services (if available) - Contact Me - Search Options - Promotion Swipes/Catalogues  Once basic search is keyed in, this usually starts a ‘session’, where it is usually timed and more user tags can be placed. Try and predict where you can place these tags.  Once basic search is keyed in, this usually starts a ‘session’, where it is usually timed and more user tags can be placed. - Click icon of the fare prices. - Back button. - Continue  Once basic search is keyed in, this usually starts a ‘session’, where it is usually timed and more user tags can be placed. - Add Now - Back button. - Continue  Reminders are usually placed during these sessions to urge your transaction. Reminder for membership login will sometimes pop up - this shows whether a repeat customer is coming back for more transactions.  More meta tags placed in: Guest Details section. This is where in some websites we sometimes ‘carelessly’ or without questioning leave some of our personal details for processing. This could in turn be used for CRM database purposes.  Last Minute Page aka the Persuasion page. More meta tags could be stored here, for instance in this example: - Is this user frequent checked baggage options? - Choose their seats? - In-Flight options?  A good site always Most have a good flow consumers/readers that encourages always read left to your right, top to bottom. consumers/readers on their next course Overtime, collected of action. metatags and data analysis will reveal A good ‘Landing where the Page’ or ‘Home’ ‘heatmap’ and should not be too ‘clickmap’ is cluttered, with a (heatmap for mouse clear direction of activity, clickmap for where you can mouseclicks). head to for your basic passive pages or active pages. Mockflow/UX Pin  The second most Recommendations important active are always better to page is the search be at the bottom. results page in the website. Shopping carts are commonly found to Clear selection title, be on the product name and upper/bottom right - info, image quality A/B pre-testing is is crucial in this required. section. Shopping carts or Some sites will ‘NEXT’/’PROCEED’ have frequent users button indicates from the past, so clearly to recommended consumers/readers products can be on what is to be found below. done next.  The third most Payment options important active are plenty - most page is the check common rule is to out page. find out which is easier to set up and Once again, clear relevant to your selection of the readers. items as per consumer’s choice There is a design is crucial. flaw here - can you Tabulation of spot it? charges is also important.