DIGITAL MARKETING

SESSION 6: CUSTOMER RELATIONSHIP MANAGEMENT IN DIGITAL CONTEXT

Instructor Email Trimester 1

Van Tran [email protected] 2024-2025
 The challenge of customer engagement
Marketing orchestration

• Designing customer contact strategies to deliver the most relevant,

most responsive messages integrated across different
communications channels based on customer context.

• Communications strategies are managed by marketing automation

systems using rules or Artificial Intelligence based on Big Data
analysis rather than manually created campaigns.

• Every customer interaction or response to a communication should be

followed up by a series of relevant communications delivered by the
right combinations of channel (web, email, phone, direct mail) to elicit
a response or further dialogue.

--> Contextual marketing: to deliver relevant messages that fit the current
context of what the customer is interested in according to the searches
they have performed, the type of content they have viewed or the
products they have recently purchased.
 Customer engagement
Repeated interactions through the customer lifecycle prompted by online and offline communications aimed at
strengthening the longterm emotional, psychological and physical investment a customer has with a brand

Involvement Interaction Intimacy Influence

• website visits • comments to blogs • sentiment tracking on • advocacy indicated by

• time spent • quantity/frequency of third-party sites measures such as
• pages viewed written reviews including blogs and likelihood to
• online comments reviews recommend, brand
• comments expressed • opinions expressed in affinity and content
in customer service customer service calls forwarded to friends
• recency, frequency and
category of product
purchases
• ongoing engagement
in email marketing
programmes
Platform insights
Guidelines & Considerations Web KPIs

Number of visits/sessions Organic: traffic generated by relevant keywords

consists of a series of pageviews that a single and/or your business name.
visitor makes during a period of activity. That
activity ends after the visitor either closes the Referrals: traffic that comes to your site through
browser, clears cookies or is inactive for 30 websites that link to your site.
minutes.
Direct: traffic generated by those who type your
Unique visitors exact URL into their browser.
are measured according to their unique IP
addresses, which are like online fingerprints; Email marketing: traffic generated by links in email
are counted only once no matter how many marketing campaigns
times they visit the website
Paid: traffic generated by PPC search engine ads,
New vs returning visitors retargeting ads, etc.
are a positive sign, sinnce they indicate that
people are thinking about your brand and may Social media: traffic that comes to your site through
be thinking about making a purchase social network links or ads.
Platform insights
Guidelines & Considerations Web KPIs

Conversion rates Bounce rate

• Subscriptions If a person visits your site and then
• Downloads immediately leaves, it is unlikely that theey
• Information requests found what were looking for or that they will
• Messages return to make a purchase or convert in some
• Sales other way.

Average session time

The longer you are able to keep them on your
site, the more likely they are eventually make
a purchase.
 Benefits of using CRM to support customer engagement:

• Targeting more cost-effectively

• Permission marketing

• Mass customisation of the marketing messages

• Increased breadth and depth of information

• Deeper customer understanding

• Lower cost

• Delivering loyalty programmes

• Gamification
 Digital Marketing activities for CRM

• using the website and social networks for • providing online personalisation or mass
customer development, from generating leads customisation facilities to automatically
through to conversion to an online or offline recommend the ‘next-best product’;
sale using email and web-based content to • providing online customer service
encourage purchase; facilities (such as frequently asked
• managing customer profile information and questions, call-back and chat support);
email list quality (coverage of email addresses • managing online service quality to ensure
and integration of customer profile that first-time buyers have a great
information from other databases to enable customer experience that encourages
targeting); them to buy again;
• managing customer contact options through • managing the multichannel customer
mobile, email and social networks to support experience as customers use different
up-sell and cross-sell; media as part of the buying process and
• data mining to improve targeting; customer lifecycle.
 Social media marketing

• Social media marketing is based on how we can use consumer-to-consumer (C2C)

interactions to increase awareness of our brand through social media amplification while
minimising negative mentions.

• Social media amplification: A method of increasing awareness of a brand through organic

and paid sharing of social media updates via social networks as organic social posts and
adverts are displayed in the stream of social network users.

• The most important feature of these social media channels is that

they encourage prospects and customers to interact and create UGC

(User-generated Content)
 Social CRM

The process of managing

customer-to-customer
conversations to engage
existing customers,
prospects and other
stakeholders with a
brand and so enhance
customer relationship
management.
Platform insights

The online “HOME” of our consumers

If website / fanpage is our digital “home”,

social networks are consumers’ with “home-made” content.
Platform insights

Social media is not for Advertising. Build interests & create conversations
Be an interesting friend, they’ll follow you. in a non-intrusive way

Social media has different format and objectives.

• Social networks: Connect with people (Facebook, • Blogging and publishing networks: Publish content
LinkedIn) online (WordPress, Tumblr)
• Social networking apps: Connect with people via app • Social shopping networks: Shop online (Etsy)
(WhatsApp, Messenger) • Sharing economy networks: Trade goods and services
• Media sharing networks: Share photos, videos and other (Airbnb, Uber)
media (Instagram, Snapchat, Youtube) • Anonymous social networks: Communicate
• Discussion forums: Share news and ideas (Quora, anonymously (Ask.fm)
Reddit) • Social gaming: Play online (WeGame)
• Bookmarking and content curation networks: Discover, • Crowdsourcing: outsourcing tasks to an undefined,
save and share new content (Pinterest, Flipboard) large group of people or community through an open
• Consumer review networks: Find and review businesses call (Kickstarter, Upwork)
(Yelp, TripAdvisor)
Platform insights

Note 1: Research Social

Platforms
Check-list
• Which social platforms are you considering?
• How many active users do they currently have (in your region)? (User Size, Share, Growth)
• What are demographics of their most active user group? (Social Demographic
Segmentation)
• What are types of content their users create? (Content Types)
• What are user objectives for using that social platform? (Behaviours, critial for Conversion)
• What are standards for organic reach? Each post type? Trend over time?
• What are standards for data protection / user privacy?
Platform insights
FB vs IG Engagement by
Industries
Platform insights

What makes the RIGHT platform?

Your brand and the chosen social platform should:

• have the same target audience demographic

• expect the same user behavior
• fit the same content types with capability and resources
• agree (mutually) on standards about data and privacy
Guidelines & Considerations

Listenin Conten
Listen to understand & respond
g t
Create content that interests & generates conversations

Choose sustainable publishing platforms

Be responsive 24/7

Publishin Respondin
g g
Guidelines & Considerations

Go "Market Visit" on the internet

Listenin Check out websites, forums, news, hot bloggers, competitors, etc.
g
Use Social Media Listening tools
SocialHeat, Isentia, Sprout Social, Heart Beat, Buddy Media,
Radian6

Track real-time conversation

Know buzz volume and sentiments: positive / neutral / negative

Analyze to understand
Why do they care? What do they talk about?
Guidelines & Considerations

Listenin
g

Source: Digital Marketing -

Brandcamp
Guidelines & Considerations

Listenin
g

Source: Digital Marketing -

Brandcamp
Guidelines & Considerations

Listenin
g

Source: Digital Marketing -

Brandcamp
Guidelines & Considerations

Listenin
g

Source: Digital Marketing -

Brandcamp
Guidelines & Considerations

Listenin
g

Source: Digital Marketing -

Brandcamp
Guidelines & Considerations

Listenin
g

Source: Digital Marketing -

Brandcamp
Guidelines & Considerations

Platforms & Tools Publishing

Publishin Go where our target audience are Timely

Learn from media reports from MindShare, GroupM, to create a habit for consumers.
g
WeAreSocial or social listening analyses.
Frequently
Choose 1-2 key platforms for publishing "Out of sight, out of mind"
You can’t create customized content for too many
platforms without losing focus. Mood-aware Posts
For examples, use Facebook (generate discussion) & New news for morning. Talkative
Youtube (viral clips) afternoon. Relaxing evening.

Build large user base using paid media in early time Never SPAM!
Great content has to be delivered to large audience Most important. Don’t try to post
accordingly. when you have nothing to say!
Guidelines & Considerations Top Publishing Social
Platforms

Publishin
g
Guidelines & Considerations

Relevant with brand positioning and its target consumer

Especially considering social tone & voice with brand personalities.
Conten
t Relevant with chosen platforms
Right content for right platforms.

Relevant with the society / context they live in

Provoking: Encourage participation

Ask questions, express personalities, raise a voice, make them act.

⚬ Content buckets: Categories to group your marketing content

￭ Entertaining (viral videos, jokes, comics, contests, memes, etc.)
￭ Educational (video trainings, infographics, industry research, case studies,
FAQs)
￭ Inspirational (real reviews, testimonials, quotes, stories)
￭ Conversational (topics, viewpoints, ask a question, create a pole)
￭ Promotional (coupons, discounts, free gifts)
 Content Strategy Essentials

Source: Digital Marketing - Brandcamp

Guidelines & Considerations

Conten
t
Guidelines & Considerations

Conten
t
Guidelines & Considerations

Fast
Create a sense of care and conversation
Respondin
g
To-the-point
Use their words to show our understanding

Control conversations
Amplify positive sentiments. Neutralize negative
sentiments.

Call-to-action
Platform insights
Guidelines & Considerations Social KPIs

Page engagement
• Followers & Subscribers
• Page reach & views

Post engagement
• Post reach
• Post engagements (likes,
shares, comments, views,
retweets)
• Engagement level:
interactions / followers
• Efficiency level:
interactions / posts
• Number of mentions

User quality
• By Age & Gender
• By Language
• By Location
Platform insights
Guidelines & Considerations Social KPIs
Platform insights
Guidelines & Considerations Social KPIs

Share of voice Referral traffic

A metric for understanding how many social The amount of traffic going to your website or
media mentions a particular brand is receiving your blog from social media channels.
in relation to its competition. Usually measured
as a percentage of total mentions within an
industry or among a defined group of
competitors.

Sentiment
How an audience feels about a brand, company
or product based on data collected from social
media. It typically involves the use of natural
language processing or another computational
method to identify the attitude contained in a
social media message.
 Oreo “Daily Twist”
Real-time Social Media Content Strategy
Permission marketing

Drive
Customers agree (opt-in) to be involved in an organisation’s traffic

marketing activities, usually as a result of an incentive.

Stage 1. Attract new and existing customers to online presence Incentivize

Stage 2a. Prompt and incentivise visitors to action

Stage 2b: Capture customer information to maintain

Profile
relationship
Stage 3: Maintain dialogue using online communication

Stage 4. Maintain dialogue using offline communication Speak

Convert
1 Drive traffic Digital inbound communications and offline
communications channels such as search, social
media marketing and direct mail, are used to drive
visitors to a website, Facebook or other form of
presence such as an app that enables opt-in.
 2 Incentivise

Types of offers
• lead generation offers
• sales generation offers

Types of incentives
• information value
• entertainment value
• monetary value
• privileged access to information

An example of:
(...) generation offer in the form of (...)
value?
 2 Profile
It is important to design these forms to maximise
Capturing profile information is their completion.
commonly achieved through an online • branding to reassure the customer
form, which the customer must • key profile fields to capture the most important information
complete to receive the offer.
to segment the customer for future communications
• mandatory fields – mark fields that must be completed or, as
in this case, only include mandatory figures
• privacy – counter the customer’s main fear of their details
being passed on; a full privacy statement should be available
for those who need it
• Keep it simple
• What’s in it for me? Explain why the customer’s data is being
captured; what benefits it will give them?
• validation – of email, postcode etc., checking data as far as
possible to make it accurate.
 3 Speak & Convert

Matrix of customer touchpoints for

collecting and updating email contact
and other profile information
 3 Speak & Convert
It is important to design these forms to maximise
Capturing profile information is their completion.
commonly achieved through an online • branding to reassure the customer
form, which the customer must • key profile fields to capture the most important information
complete to receive the offer.
to segment the customer for future communications
• mandatory fields – mark fields that must be completed or, as
in this case, only include mandatory figures
• privacy – counter the customer’s main fear of their details
being passed on; a full privacy statement should be available
for those who need it
• Keep it simple
• What’s in it for me? Explain why the customer’s data is being
captured; what benefits it will give them?
• validation – of email, postcode etc., checking data as far as
possible to make it accurate.
 “Many people under-estimate email marketing.
Yet it is still the most effective & controllable owned-media.”

— Beiersdoft AG
 ROI of 42:1 (or 4200%)

51% of email users use the same email for more than 10 years

Strong customer insights

Email marketing automation

Communicate with consumers…
(who agreed to hear from you)

Directly
Personally
Instantly
Cost-effective
With scale

Surprise, delight, engage them.

You’re given the opportunities. Don’t screw up.
Platform insights Types Acquisition emails

• Emails sent to acquire new customers

• Part of the awareness stage in the digital marketing funnel
• Common forms:

⚬ Downloadable guides, product catalogs, PDFs, or free trials

⚬ Positive messages
⚬ Educational information or news
⚬ Product information and demonstrations
Platform insights Types Welcome emails

• Sent out to brand new customers or subscribers (first purchase,

application download, etc.)
• Part of the awareness stage in the digital marketing funnel
Platform insights Types Newsletters

• Emails sent to subscribers on a regular basis,

containing news and informational content relevant to
the company and of interest to subscribers

• Benefits of newsletters
⚬ Advertise your product
⚬ Build up trust and show your expertise
⚬ Create lasting relationships with your customers
⚬ Inform and educate
• Fall into the consideration, conversion, loyalty stage
Platform insights Types Promotional emails

• Emails that are sent out to inform your subscribers

of your new or existing products or services.
⚬ Speeding up the buying process
⚬ Encouraging subscribers to take some kind of
action
⚬ Creating new or repeat customers

• Fall into consideration and loyalty stages in the

digital marketing funnel
Platform insights Types Retention emails

• Emails sent to current customers with the

intention of keeping them as customers
• Fall into the loyalty bucket of the funnel
⚬ Instructions to use the product
⚬ Cart-abandonment email
⚬ Customer feedback email
Platform insights
Guidelines & Considerations Email MKT KPIs

Number of emails delivered Unsubscribe rate

100% deliverability rate is difficult: An indication of people that were on your list and no
• Email address may change longer is interested in your content.
• It maybe in the spam box
Bounce rate (hard and soft)
Number of emails open/ Open rate Caused by invalid email address or temporary issue on
the receiving end
Click-through rate/ Click to open
rate Spam complaints
Indicates how many people clicked Number of recipients reporting your emails
on a link in your email. Remembers to
track what recipients actually clicked Conversions
on. Clicking on the unsubscribe link Number of people that has opened your emails who
might count as a click. ended up completing the objective of the email: Buying
product/ Attending event/ Reviewing a content, etc.
Customer lifecycle management strategy
 Marketing applications of CRM

• Sales force automation

• Customer service management

• Managing the sales process

• Customer communication management

• Analysis
Sales automation: Oracle
 CRM technologies and data management

Three main types of

customer data held in
a CRM system:
• Personal profile
• Transaction data
• Communication
interaction data

Artificial intelligence for marketing