Marketing Automation Strategy for digital pirates

Marketing Automation Strategy for Digital Pirates

1. Marketing Automation Strategy

For Digital Marketing

Pirates

2. Evolution of Marketing

a FESR

Catalogue Print Ads Tv + Radio Ads

3. Digital Ecosysten

What it means for the marketing team?

Marketing Manager

Search
Engine

Marketing

Content

= Online
Retarget

4. David Nnachi

Growth Hacker
& Digital Strategist

[email protected]

5. Why do you need a Marketing Automation strategy?

4 The first rule of any technology used in a business is that automation
applied to an efficient operation will magnify the efficiency.
The second is that automation applied to an inefficient operation will
magnify the inefficiency.

- Bill Gates

6. Useful Tips:

Start with mapping journeys - customer buying process or customer life-cycle (
preferably use a whiteboard or paper).

Identify marketing trigger points - anticipate potential or desired goals/outcomes (
Yes, No, Maybe's and Undecided) and associate lead/reward points.

Merge BTL & ATL - Always remember to factor in the user's offline experience. Don't
forget post mail, inbound calls, store visits.

Don't be creepy - Automate to Engage your customers, not to annoy them. .
Simplify the automation process.

Be realistic about what you able to automate and what needs a personalized touch
(user action)

Automate around Triggered responses not campaign messages.

Re-understand and segment your customers - Schedule 2-3 months review of all
tactics and strategies. - Remember to measure, test and adapt.

7. Consumer Driven Marketing

Long Live the customer decision journey!

mag

The consumer journey

8. Reinventing the Process for Data-driven Growth
Consumers are great at the active and passive game, You should too.

Consider
Evaluate
Bond

Buy
Advocate
Experience

+ Acquisition

+ Activation

Retention

Referral

+ Revenue/Engagement

Initial Conderation

Active Evaluation

Moment of Purchases

Loyalty Loop (Active & Passive loyalty)

Pre & Post Purchase Experiences

9. Growth Hacking Pirate - AARRE Framework Mapping
Grouping Triggers, Touch Points and Bridges

1. ACQUISITION

(TIVATION

stoma pr ft et ine

3. RETENTION

Come ome back mobil tines Tr

Revenue / Engagement

aan commerce
‘Lead Generation Sponsorships
‘Subscriptions Virtual Currency

10. Setting Up for Customer Segments & Mapping Categories

® Smart Filter Fields

© Lead Score Evaluation

© Setup for Bridges and Reporting - convert user journeys tags into
categories.

HZ

11. Setting Up Sensors for Automating Engagement

+ Identify Touch (User interaction) points + Setup Triggered Actions
= User Downloads brochure = Add Points
= User Attends offline events = Move to New List
= User Calls Support + Subscribe to support Blog

Mody lacs tists

12. Automating User Acquisition Campaigns

Activation Tactics
= Inbound Marketing
= Conversion Optimisation
= Split Tests on Potent Channels (ROI)
Respect thy Metrics
+ CUSTOMER
= Number of Sessions SUCCESS
= Usage Frequency
= Referral Source
Observe User Behaviour - organic vs paid
channels
Optimise and Prioritise Acquisition
Channels

HURNS

ACQUISITION COST

RETANS

13. Automating User Onboarding and Activation
Campaigns

+ User Onboarding

+ Reward Marketing - Contents, Sales, Promotions
+ Content Marketing

+ Survey's & Feedbacks

+ Social Media Activation =

Bi Lae
January 2015 e
AAA FRE
a = = =.

14. Watch out for Season 2

AUTOMATING THE LOYALTY LOOP

BRAND Camp
BRAND 13 AND I PROMISE To 6€ LOYAL,

by Tom Fishburne

Featuri

FORSAKING ALL OTHER SRANDS,
UNLESS YOUR COMPETITOR IS
ON DEAL, YOURE OUT-OF- STOCK,

/ OR YOURE UST NOT MEETING
MY NEED STATES AT THE TIME

+ Retention

+ Referral
« Engagement/Revenue