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Join a game of Kahoot here.                                Have you absorbed all the knowledge in our last subtopic?  (These are terms and pieces of information that you need to familiar with. Let's test ourselves)  

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Join a game of Kahoot here.                                Have you absorbed all the knowledge in our last subtopic?  (These are terms and pieces of information that you need to familiar with. Let's test ourselves)  

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A further objective in stage 3 and stage 4 is to improve customer information quality.

Method: Use E-permission marketing principles

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https://drive.google.com/file/d/12mkEbx9MGdAr8GV6atze2vA_83TkJLx9/view?usp=sharing

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Benefits of using CRM to support customer engagement

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Benefits of using CRM to support customer engagement

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Using social media to improve customer loyalty and advocacy

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Using social media to improve customer loyalty and advocacy

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Using social media to improve customer loyalty and advocacy

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Marks will be evaluating per group

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RELATIONSHIP MArketing using digital platform

Group 1 (Aglio Group) 1. Yashnee Kanesan, (HR0104692)2. Muhammad Faiz Bin Mohd Khairuddin, (HR0105215)3. Izzaty Hannany binti Kamarul Zaman (EV0104681)4. Nur Adli Bin Adnan (Hr0105256)5.Muhammad Amiruddin Bin Nasir Tuah (IB0105764)

Presentation

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MAIN TOPIC

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Using social media to improvecustomer loyalty and advocacy

The challenge of customerengagement

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Customer lifecycle managementstrategy

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Introduction

TERM AND DEFINATIONS

CRM : Customer relationship management (CRM) is a process in which a business or other organization administers its interactions with customers, typically using data analysis to study large amounts of information.Marketing automation technology : refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.Marketing orchestrationa technology : enabled process that allows marketers to deliver the right personal messages to their entire customer base across any device consumers happen to be using at any time.E-CRM - Involves creating strategies and plans for how digital technology and digital data can support CRM

1.1 Term & Definition

Using social media to improve customer loyalty and advocacy

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Organic social media marketing- Social media activity without a paid promotion.Social CRM- A developed to determine how social media can b e applied to develop customer relationships and customer value.Social selling- The process of developing relationships as part of the sales process.

Social media marketing is the use of social media platforms and websites to promote a product or service.Social media marketing is an important category of digital marketing which involves encouraging customer communication pn a company own sire, or social presences such as Facebook or Twitter or in specialist publisher sites, blogs and forums.It is also important to start and participate in customer conversations

1.2 What is social media marketing & why is it important?

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Using social media to improve customerloyalty and advocacy

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Social media marketing radar

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Social media activities requiringmanagement:

Acquire new customers using social media

Influencer Marketing.Offer Promotions and Deals.

Transform the brand through social media

Be consistent across social media platformsDesign a logo that demonstrates the brand philosophy

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Increase sales to existing customers

Listening strategy is gathering feedback more often across the customer lifecycleReputation strategy highlights and amplifies positive brand content like customer reviews

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Define listening and reputation strategy

Developing a plan of actionBuilding credibility and trust

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Enhance customer service through social media

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Practice random acts of kidnessAsk for feedback

INVOLVEMENT

INTERACTION

INTIMACY

INFLUENCE

* The challenge of customer engagement

There have 4 parts of engagement which can be measured both online and offline :

What is customer engagement ?- repeated interactions that strength the emotional, psychological or physical investment a customer What is challenge ?- to maximize customer value through using customer interactions to lead to more profitable link

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Benefits of using CRM to support customer engagement:

Terms & definitions :

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

INBOUND MARKETING

Permission marketing or inbound marketing has the benefit that the list of contacts isself-selecting or pre-qualified.

Sense-and-respond communications

Examples of sense and respond communications include tools that summarise products purchased on-site and the searching behaviour that occurred before these products were bought; online feedback forms about the

Gamification

Opportunities for gamification. Gamification involves applying game-based thinking to a brand, business or organization to engage and develop loyalty.

Marketing applications of E-CRM:

Customer service management

Sales force automation

Managing the sales process

Customer communication management

Analysis

Term & definitions

Web self-service

It is more efficient and may increase customer convenience if customers are given the option of web self-service ,for example, accessing support data through a web interface.

CRM technologies and data management

Personal profile

Transaction data

Communication interaction data

TYPE OF CUSTOMER DATA

Using 'Big Data' and artificial intelligenceto support data-driven marketing

Terms & definition :

'Big data' for marketingThe opportunity and challenge of Big Data for marketing is often described from a technological point of view using three dimensions or vectors.'Artificial intelligence & machine learningSince initial launch of the Big Data concept, Artificial intellingence and machine learning tchnologies have developed to help marketers analyse and apply the insights.Big data benefits :i) Identifying insights such as trends and patterns through analysis of large, complex interrelated data sets, which can inform future strategies and tactics.ii) Identifyinh success factors to make communications more relevent by improving messaging for example. by selecting the best timing, copy or offers.

Big data opportunities and challenges:

Data Volume refer to increase in data that is now available for online interactions with websites and social media. Data Velocity shows how marketers now have access to real time data, such as real time analysis of interactions on web and mobile sites and also cosial media interactions. Data Variety shows how new types of unstructured data, including, again, social media, interactions, offer potential too.

Artificial intelligence for marketing

CUSTOMER LIFE CYCLE MANAGEMENT STRATEGY

Terms & definition :

Customer lifecycle

The stages each customer will pass through in a long-term relationship through acquisition, retention and extension.

Customer selection

Customer acquisition

The types of customers that a company will market to. It means identifying different groups of customers for which to develop offerings and to target during acquisition, retention and extension.

Refers to marketing activities to form relationships with new customers while minimising acquisition costs and targeting high-value customers.

Customer RETeNTION

Customer EXTENSION

Refers to the marketing activities taken by an organisation to keep its existing customers.

Refers to increasing the depth or range of products that a customer purchases from a company

CUSTOMER LIFE CYCLE MANAGEMENT STRATEGY

The four classic marketing activities of customer relationship management

CUSTOMER LIFE CYCLE MANAGEMENT STRATEGY

Re-sell : Selling similar products to existing customers - particularly important in some B2B contexts as rebuys or modified rebuys.Cross-sell : Selling additional products which may be closely related to the original purchase, but not necessarily so.Up-sell : A subset of cross-selling, but in this case selling more expensive products.Reactivation : Customers who have not purchased for some time, or have lapsed, can be encouraged to purchase again.Referrals : Generating sales from recommendations from existing customers. For example, member-get-member deals.

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Intergrity

Integration

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Interaction

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Individualisation

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Identification

Retention stages by Pepper and Rogers (1997) - 5Is:

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PERMISSION MARKETING

A term by Seth Godin (1999)

A concept that underpins online customer relationship management(CRM)

Seeking customer's permission

INTERRUPTIONMARKETING

Seth Godin refers this as the traditional approach

Marketingcommunications that disrupt customers'activities.

BUT... New forms of 'interruption' are required

Purpose? -To attract prospects to website or social media

PErmission marketing

Terms & definition :

Opt-in : A customer proactively agrees to receive further information.Opt-out : A customer declines the offer to receive further information.Lead generation offer : Offered in return for customers providing their contact details and characteristics.Sales generation offer : Encourage product trial.Customer profiling : Using the website to find out a customer specific interests and characteristics.Single customer view : Customer profile information is kept consistent across systems to maintain customer data quality

Figure A : Process of permission based online relationshipp building

Effective process for permission-based onlinerelationship building to support engagement through the different stages of the customerlifecycle.

The stages are:

Stage 1. Attract new and existing customers to online presence. The online and offline communications channels described in Chapter 9, 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.Stage 2a. Prompt and incentivise visitors to action. Two key types of incentives to consider are: lead generation offers and sales generation offers. On Facebook, companies used gated pages where the visitor must 'Like' the brand before they can gain the incentive.Stage 2b: Capture customer information to maintain relationship. Capturing profile information is commonly achieved through an online form such as shown in Figure A, which the customer must complete to receive the offer. It is important to design these forms to maximise their completion. Factors which are important are branding, key profile fields, mandatory fields, privacy, 'Keep it simple, stupid (KISS), 'What's in it for me?' (WIFM) and validation.

Matrix of online customer touch points

The stages are:

Stage 3 - Figure B Stage 4 - 6 principles (option life cycle email & example of welcome contact strategy)

Personalisation & mass customization

Terms and definition :

Customer preferences centerProfile pages which enables customers to tailor the type and frequency of communications.Personalisation Web-based personalisation involves delivering customised content for the individual, through web pages, email or push technology.Mass customisation The creation of tailored marketing messages for individual customers or groups which is to aim to retain the economies of scale and the capacity of mass marketing.Collaborative filteringProfiling of customer interests coupled with delivery of specific information and offers.

Different types of segmentation variables tend to be predictive of response

Determining what customers value

Terms and definition :

Loyalty to a brand is demonstrated by favourable perceptions, opinions and recommendation.

emotional loyalty

behavioural loyalty

Loyalty to a brand is demonstrated by repeated sales and response to marketing campaigns.

This paragraph is about factors affecting customer satisfaction and loyalty

The relationship between satisfaction and loyalty

Customer satisfaction refers to how happy a customer is about the quality of products and services.

This diagram illustrates how behavioural measures which reveal how customers interact with brands online

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Ntah la nak oii...

THANKS!

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BLACKBOARD AND CHALK by adlyadnan97 on Genially

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RELATIONSHIP MArketing using digital platform Group 1 (Aglio Group) 1. Yashnee Kanesan, (HR0104692)2. Muhammad Faiz Bin Mohd Khairuddin, (HR0105215)3. Izzaty Hannany binti Kamarul Zaman (EV0104681)4. Nur Adli Bin Adnan (Hr0105256)5.Muhammad Amiruddin Bin Nasir Tuah (IB0105764) Presentation 2 1 4 1. MAIN TOPIC 2. Using social media to improvecustomer loyalty and advocacy The challenge of customerengagement 3.