Future of Marketing The Channel Surfing Customer. Karen Ganschow
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1 Future of Marketing The Channel Surfing Customer Karen Ganschow
2 Westpac Group Westpac Group is a portfolio of financial services businesses 12 million Retail and Corporate customers. Founded in 1817 First Company and Bank in Australia Branches throughout Australia, New Zealand and the Pacific region Employs approximately 36,000 Ranked in the top 5 listed companies by market capitalisation on the ASX with Market capitalisation $100blln
3 Westpac Boss ends Death by Powerpoint March 2015 AFR
4 Channel Surfing Customer Customers are interacting cross channels more than ever Customers are interacting cross channels more than ever on social media and on mobile How do we engage with the ever connected customer across all channels
5 Customers are Online
6 Distracting from the Content the Customer is interested in Rather Be the Content the Customer is interested in
7 Customers are Online - Searching 7
8 Customers are Online Starting Buying Journeys 8
9 We need to follow our Customers fast
10 We need to follow our Customers fast
11 Customers are Online - Caring
12 Customers are Online - Remembering
13 Customers are Online Asking Questions
14 Customers are Online Being Helped
15 Customers are Online Helping Others
16 TV used to be the Family Fireplace 16
17 TV is now just another Light source
18 Customers are Channel Surfing
19 Customers are Screen Surfing
20 Media Consumption is becoming multi screen
21 Media Consumption is multi screen multi time
22 Customers are Channel Surfing
23 Customers start on line 23
24 Customers start on line and may finish off line or on line Contact Centre Online Branch 24
25 Customers are often online & off line at the same time Contact Centre Online Branch 25
26 Growingly Online Means Mobile
27 Commuter Strategy directly delivers increase in search.
28 Customers in store are also on mobile
29 Customers at store are also on mobile
30 Customers at store are also on mobile 30
31 Customers now can wear us
32 Customers on the phone are also online Contact Centre
33 Customers are responding to Live Chat
34 Customers interact with us every day
35 More opportunities to provide insights across a growing number of Customer Interactions Customer interactions / mth 20 million Customer interactions / mth 40 million Customer interactions / mth 50 million Customer interactions / mth 60 million
36 Online is a key indicator of customer intentions Let the customer tell you what they care about And respond rather than ignore
37 Instead of the customer journey starting generic and becoming personalised Customer Segment Digital Display Banner Online Home Page Banners Know Me 1:1 Offers 37
38 We will be able to personalise the customer buying journey Customer Segment Digital Display Banner Online Home Page Banners Know Me 1:1 Offers 38
39 Need to Bring it all Together
40 Need to Think Differently
41 Need to Think Seamlessly
42 Contributing to Broader Bank Metrics
43 Need to Follow Your Customers Fast To be successful and grow. You must match the way you market To the way your customers learn about and shop for your products. Brian Halligan, Hubspot
44 Which means Be Social Be Mobile Be Personal All at once
45 Thank you Karen Ganschow LinkedIN
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