The Future Of Customer Engagement – Ashley Friedlein from eConsultancy

Here’s my rough notes from his presentation at the Alterian Alchemy launch yesterday. I’m hoping his slide deck is out soon! (hint)

Ashley broke out with what I thought was a gamification slide first which got me interested. Well I though he did, but just wanted to say the old game is over, here’s version 2.0.
Reiterating the classic “it’s all changing” the old ways of shouting at potential customers and BUYING fans are no longer effective he emphasised that the language, mediums and methods that clients want to be engaged through are constantly changing and evolving.

Constant engagement is now key, so here’s some before and after shots:

Email – used to be DNS registration, feedback loops and getting off blacklists.
It’s now about engagement, reputation, connectedness, trust and authority.

SEO – used to be keyword density, meta tags, directory and local business listings
Is now, about engagement, reputation, connectedness, trust and authority.

Ashley’s New rules of engagement

Kill multichannel!?!

Having attended #jump I sat up at this point. He’s saying this, but in reality Ashley believes as I do in Joined Up Multiple Platforms, JUMP.

Getting your head around multichannel is something that very few get right. Journey mapping helps to plot out where you want to be with clients.
The biggest challenges being connected software and people understanding where they are going, organisational structure, silos and the complexity of client touch points.

The marketplace is moving from:
Moving from ROPO Research Online Purchase Offline to Research Everywhere, Purchase Everywhere, REPE – a John Lewis ism.

Make marketing experiential
Digital is failing a little here, storytelling helps, but it links well to support truly experiential marketing. And for fun here’s some examples:

The AC Milan – Real Madrid prank by Heineken

http://www.youtube.com/watch?v=M_URyWFBOy4

The kids door into the imaginarium stores

Imaginarium Doors
by jglaser175

Jamie Oliver’s restaurants giving kids a view master to see the kids menu

Prismacolor - Viewmaster
by JMC | Y&R

So we still for most B2C brands, an Ogilvy or the like, helping with interactive engaging experiences.

It’s also funny that with so much data, we can’t create a manual like we can for store merchandising. As there’s such fragmentation, we can get a grip on a norm for what works on web.

New terms for “value proposition” and brand attributes

  • What do you believe
  • What do you stand for
  • How are you different

These are the new terms for “value proposition” and brand attributes.

Reknit were given as example of what they stand for being central to clients. Toms shoes springs to my mind.

Marketers as CEOs

Now this of course resonated well with me.More and more through digital, the chance for CMOs to move to CEO improves.

My job, and that of all heads in digital marketing requires:

  • People skills.
  • Emotional intelligence.
  • The ability to work in flux and change.
  • And deep insights into customers via social media and analytics.

Takeaway

  • Engagement is about behavioural change, and being involved is the best way to learn and change
  • Doing #customisation badly is not acceptable any more, our base level of what people should know about us a lot higher
  • And oh dear here comes the classic statement about IT issues – technical failure = customer failure. IT and marketing need to find a way to interbreed!!
  • Mobile, web and APP strategies are only as strong as your content strategy
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I would love to hear your views!

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