现代数字化营销客户体验之旅艺术 or 技术 - Oracle...Great marketing starts with a...

Copyright 2014, Oracle and/or its affiliates. All rights reserved. Oracle Proprietary & Confidential

现代数字化营销客户体验之旅-

“艺术 or 技术”

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

管家式一对一服务但是客户数量。。。

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Great marketing starts with a great customer experience. Think back to the corner store, where the shopkeeper not only knew your name, but knew what you liked. While the experience was great, the customer lacked choice. And the marketer lacked scale.

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

多样化的产品和服务但是客户关系。。。

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This lead to the big box stores. The marketer got their scale, and the customer got their choice, but it was at the expense of the individual customer relationship. And because of the scale, the marketers changed from individual conversations with customers, to a broadcast to the masses campaign approach.


持续沟通VS.打折促销

Time

Customer Engagement

持续的客户关系

持续的沟通和互动

理解客户的意图

可以预测的转化率

Copyright 2014, Oracle and/or its affiliates. All rights reserved. Oracle Proprietary & Confidential 5

从关注出货量到关注客户关系

“The CMO’s role is shifting to encompass

every interaction a customer has with a brand.

Marketers must go beyond product transactions

to build a relationship.”

Forrester的数据显示，中国企业的数字广告预算在过去两年内翻倍。而今年针对营销领导者的调查发现，77%的人表示将增加数字营销预算。


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This leads brands not to act in a 1:M model as they have been doing typically but instead to build 1:1 relationships and take part to conversations at all stage of their customer’s journey. The question is then – how do you approach such a change when all of your business is organized around a obsolete business model?


通过什么渠道来和消费者沟通？

Website/Landing Page/ Search/eCommerce

Mobile Nurturing and Reach

Attribution/Analytics

CRM

Content Management

Ad Server

Data

Email Campaigns/Landing Pages Campaign Analytics

Search/Display/Social/Video Nurturing and

Reach

Service

Content Marketing

Direct / Events / Mail / Phone


客户数字化营销体验之旅客户沟通正在变得越来越复杂

Need

需求

Research & Select

比较选择

Purchase

购买

Receive & Use

收货/体验

Comment

反馈

Estimated Conversion &

Lifetime Revenue

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Your customers’ journeys are getting increasingly complex with many interactions across social, digital and traditional channels throughout their lifecycle with your brand. The marketers’ nightmare then becomes not only to keep track of all of them but to keep predicting the value of each touch point, its likelihood of conversion, what it means for the customer’s lifetime value and the potential growth or contraction from the reputation of the experience.


零售行业的O2O难点

的消费者有可能在线下门店购买，但是线上提前了解了很多产品的信息.

Deloitte

70%

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The challenge in leveraging data appropriately can also make it hard to understand how well your advertising is working. You might do everything right on your website, driving consumers there via search or display advertising. But if they decide to go try on the shirt at the store and purchase there – you can’t tie that back to all the great marketing you did Source for stat: https://www.bostonglobe.com/business/2014/11/27/webshowrooming-shoppers-research-online-then-buy-stores/X17YwAeYlp3toCfOTBcexI/story.html


解决方案1：建立统一客户视图

Interests

Preferences

Contact Info

Engagement Score

Buying stage

Online activity

Social activity

Mobile activity

Ad clicks

Content consumed

Purchases

Search terms

Sales engagement

Internal, External & Campaign Data

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Now you can get a much more complete picture of potential prospects through their online behavior, or Digital Body Language”. And by carefully reading a person’s Digital Body Language, (which is revealed through online activities such as website visits, white paper downloads, social interactions, searches performed and email responses) you can not only improve messaging and engagement, but also reach out to her at the right time and place when she’s receptive the content you’ve created. We’re able to communicate with him as a person, not just as a prospect.


A Complete View of the Customer 客户数字化肢体语言

Orders Products Quotes Claims

Internal Customer Information

email

mobile

web social

advertising

events

Invoices

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Now let’s say you have enabled your sales reps with the highest quality leads. You also want to make sure they have the best information about these leads and customers. Of course, you have a lot of information about your customer from the “internal” perspective, such as what she has purchased before, what invoices and claims she has on file with your company, and what products or orders she’s placed before, and of course, what campaigns she’s been targeted for by marketing. But what about online behavior. You also want what we call the “digital” body language. Their online behavior. And by carefully reading your customer’s “digital body language”, (which is revealed through online activities such as website visits, white paper downloads, social interactions, searches performed and email responses) you can not only improve messaging and engagement, but also reach out to her at the right time and place when she’s ready to buy. In other words, we’re able to communicate with her as person, not just as a prospect.


Unify Your Data

Build the Right

Audience Data Out: Execute Across Ecosystem

Data In

Oracle Marketing Cloud’s DMP 1st Party

2nd Party

3rd Party

Offline

Online

Sales Data

CRM

Search

E-mail

Websites

Display

Mobile

Social

获得大数据分类和画像建立沟通

营销大数据生态系统=已知+未知

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Define 1st, 3nd and 3rd party data Add value to the data by: - Structuring it in a custom built taxonomy designed to reflect M6 goals and business objectives - Use BlueKai analytics to profile audiences and find potential new advertisers - Push data out across the entire digital ecosystem to ensure M6 are continuing to work with the best of breed technologies


ORACLE ID GRAPH

ID Graph 技术

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Because today’s modern customer interactions are unstructured, we need a new way to identify people as they pick up different devices and engage on different channels And for the Oracle Marketing Cloud, that is enabled through the ID Graph. ID Graph embraces the unstructured nature of customer interactions by connecting identities across a variety of online and offline channels to one unique person. Powered by the Oracle Marketing Cloud and Oracle Data Cloud, the marketing ID Graph seamlessly stitches together a customer profile so the marketer can orchestrate a relevant experience for individual customers. As customers move across offline and digital experiences, the Oracle Marketing Cloud can help you take action and engage a customer based on the most relevant data points we know are happening across different channels So as we go through some new innovations today, keep the ID graph in the back of your mind


Start with the Campaign

Start with the Customer

Build profiles Design an experience Interact individually

Create an offer Schedule it in the calendar

Send to a mass audience

解决方案2：沟通从客户选择开始

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To achieve this, first you need to flip your marketer’s experience. Instead of starting with the campaign, where you first create an offer, schedule it in the calendar, and then select your mass audience, you need to start with the customer. This means you need to start building individual profiles. Then you can design automated experiences, which enables you to interact with each customer individually.


个性化体验，自动化，跨渠道解决方案3：Marketing Orchestration

show display ad

discount offer

social sharing

encourage

opened message?

no

yes

wait

24 hours

start program

website browsed

end program

app installed?

send email follow-up

push message

follow-up

no

yes

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We call it marketing orchestration. And it means individualizing customer experiences, over time, and across channels. Not necessarily needed for the slide, but the text below walks through what happens to a customer in this program. Let’s take a look at how Jaxon’s interacts with a customer named Melissa. This program is launched automatically after Melissa browses, but doesn’t purchase, dresses online at Jaxon’s. First it looks into Melissa’s profile to see if she has the Jaxon’s Mobile App installed. If it does, and she’s given us permission to communicate via Push Messaging, it’s going to follow-up with her to let her know about all the great dresses Jaxon’s offers. If she doesn’t no worries, we can do the same thing with an email. Then we wait, in this case 24 hours, and no we want to check if she’s opened our message. If she hasn’t, we might want to back off a but, not look too push, so let’s follow-up with a personalized display ad, perhaps providing her a discount. If she has opened it, let’s encourage her to share some of those great Jaxon’s messages via social. Again, all this can happen automatically, and can be different for every customer, at each stage of the lifecycle.


解决方案4：O2O与线下门店消费者线上沟通

Durham案例演示 ..\Product&Strategy\O2O+MMS案例.pptx

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We call it marketing orchestration. And it means individualizing customer experiences, over time, and across channels. Not necessarily needed for the slide, but the text below walks through what happens to a customer in this program. Let’s take a look at how Jaxon’s interacts with a customer named Melissa. This program is launched automatically after Melissa browses, but doesn’t purchase, dresses online at Jaxon’s. First it looks into Melissa’s profile to see if she has the Jaxon’s Mobile App installed. If it does, and she’s given us permission to communicate via Push Messaging, it’s going to follow-up with her to let her know about all the great dresses Jaxon’s offers. If she doesn’t no worries, we can do the same thing with an email. Then we wait, in this case 24 hours, and no we want to check if she’s opened our message. If she hasn’t, we might want to back off a but, not look too push, so let’s follow-up with a personalized display ad, perhaps providing her a discount. If she has opened it, let’s encourage her to share some of those great Jaxon’s messages via social. Again, all this can happen automatically, and can be different for every customer, at each stage of the lifecycle.


目标客户选择 1

和什么样的客户沟通

所以，正确的沟通姿势是？

沟通渠道和频率沟通内容沟通时机

2 3 4

如何沟通，沟通几次什么样的内容什么时候效果最好


如何评估客户体验效果 RaDaR模型首先是推广性的触点（Reach）：在消费者发现和探索的阶段，品牌需要通过更多的触点去去覆盖更多的消费者。第二种是转化类触点（Depth）：品牌需要在在这些触点上提供更多的关于产品/服务的信息，越详尽越好，这样就可以让消费者更好地了解，从而更好地支持他们的购买决策。第三种是培育忠诚度的触点（Relationship）。消费者在了解了品牌信息之后，愿意与品牌做更深层次的互动，进而逐渐形成日积月累的关系。


Lenovo’s Challenge: Personalize Marketing of High-Tech Products

Business Challenges

Cater to millions of unique customers Since each Lenovo customer and prospect is unique, it’s critical that the marketing team capture and analyze detailed profile data through its marketing programs. Speak to customers in a more targeted way Until recently, Lenovo treated its entire audience the same way, through mass marketing campaigns. Personalize the customer experience Today things have changed – thanks to Oracle Marketing Cloud. The company has replaced linear marketing campaigns with a highly personalized customer experience.


Lenovo Orchestrates Messages Across Channels to Drive Engagement

• Cross-Channel Marketing

• Orchestration • Data-Driven Approach

Revenue generated by Notify Me emails vs. promotional messages

124x

Open Rate

65%

Key Results Solution

61% Click through rate


数字化营销新趋势

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To demonstrate value, a broken marketer experience stands in the way of today’s marketing leaders.


李奥贝纳全球CEO Tom Bennadin眼里的营销新趋势 1．广告业最大的变化今天，品牌和消费者建立联系的渠道变得非常、非常多，而之前从来没有直接针对个人的关系，沟通需要通过大众媒介来实现，而且沟通也比较肤浅。现在品牌可以和用户一对一沟通，建立联系也更简单了，这对于广告业来说是巨大的机会。 2．营销业最大的困难有很多新的困难。比如渠道多了，品牌如何选择？面对媒体的碎片化，如何实现营销效果最大化，等等。 3．消费者成为创意的一部分好的创意依然重要，但不同的是今天的消费者反馈很快，他们能够变成创意的一部分。另外，过去的创意往往只需要服务一种媒介，但今天需要适合不同的内容，为不同的人群所接受。但有一点没有变化，即广告一定要能卖出东西，为客户带来业绩。


新PK方式囚徒困境

两个公司互相竞争，二公司的广告互相影响，即一公司的广告较被顾客接受则会夺取对方的部分收入。但若二者同时期发出质量类似的广告，收入增加很少但成本增加。但若不提高广告质量，生意又会被对方夺走。

此二公司可以有二选择:

互相达成协议，减少广告的开支。(合作)

增加广告开支，设法提升广告的质量，压倒对方。(背叛)

若二公司不信任对方，无法合作，背叛成为支配性策略时，二公司将陷入广告战，而广告成本的增加损害了二公司的收益，这就是陷入囚徒困境。在现实中，要二互相竞争的公司达成合作协议是较为困难的，多数都会陷入囚徒困境中。

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新创意

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新互动

优衣库店内又推出了“脑波探测器”，为你挑选合适的T恤。这项服务主要针对那些被各种 UT 款式搞到选择困难的消费者。10月7日开始，澳大利亚皮特街购物中心的优衣库店内就出现了这样一台机器，名为“ UMood ”。

用户戴上耳机一样的设备，通过观看几段视频——森林里读书的女人、一只猫、跳舞的男人、樱花落下等场景，根据算法来测量受试者的五个指标：兴趣点、喜好、集中度、压力和睡意。然后从超过600款UT中为他/她选择最合适的图案。


线下活动互动个性化定制


新感觉


信息碎片化

动态热点化

垂直移动化社交集中化

新渠道


新设备 ENGAGE AUDIENCES

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The marketer can communicate to the customer across multiple channels.


新玩法


新人物


新热点


多渠道沟通能力

Deliver personalized experiences, messages,

and promotions

内容营销

Turn content into a strategic asset that accelerates purchase paths and improves retention

社交营销 Listen to and engage ideal customers that advocate

for your products and services

营销大数据管理

Aggregate, enrich and analyze customer data to drive better business outcomes

现代化数字营销

= 艺术+技术 “品效合一”

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The Oracle Marketing Cloud empowers marketing teams to deliver personalized customer experiences across every channel. The Oracle Marketing Cloud contains four solutions: Cross-Channel Marketing allows you to deliver personalized experiences across web, social, mobile, and all your channels. Content Marketing empowers your team to align, plan and deliver relevant content to the right customer at the right time. Social Marketing allows you to listen and engage with your best advocates that spend more and drive a greater lifetime value Finally, Data Management allows you to aggregate, enrich, and view customer and audience data in one place.


Oracle Confidential

Oracle’s DMP + Cross-Channel Marketing Solution Improve customer acquisition, retention and lifetime value by unifying marketing data and execution

Oracle Data Management Platform

Unify marketing data and build audiences comprised of your ideal

customers

Oracle Cross- Channel Marketing Orchestrate an individualized

consumer experience

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And that’s the combined solution of the Oracle Data Management Platform and Cross-Channel Marketing solution for consumer marketers. With Oracle’s Data Management Platform, you can unify your marketing data under one umbrella, and use it to build and target audiences of your most ideal customers. With Oracle’s B2C Cross-Channel Marketing solution, you can orchestrate an individualized consumer experience as they move from channel to channel.

现代数字化营销客户体验之旅艺术 or 技术 - Oracle...Great marketing starts with a...

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现代数字化营销客户体验之旅 艺术 or 技术 - Oracle...Great marketing starts with a...

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Transcript of 现代数字化营销客户体验之旅 艺术 or 技术 - Oracle...Great marketing starts with a...

现代数字化营销客户体验之旅艺术 or 技术 - Oracle...Great marketing starts with a...

Transcript of 现代数字化营销客户体验之旅艺术 or 技术 - Oracle...Great marketing starts with a...