The application on what we've learned on our Digital Marketing class, we are required to submit a Digital Marketing Plan of a product. From our group, Group 3 (Inky and Freddie),we're happy to present our product from the video below.
To our mentor, Prof. Bong, thank you for learnings/coaching to us. We enjoyed the class while learning.
2011, 6 years ago. And that is why _________________________
I always find time to explore the web to know the latest and be well-versed on what's happening around the globe. Informations are just finger tips away which really an advantage for us. We just need to know how we can effectively use them.
#Comfort Zone Change is inevitable! if we don't want to be left out, we need to leave our comfort zones to explore and learn new things which we haven't tried before. We should not be afraid to fail, since we will all learn from our mistakes...who knows, whatever new path we will be, will be better from our current comfort zone.
Z: Work life balance using digital technology Y1 : To fullfill my duties and responsibilities to my family while having my professional career Y2: To continue learning to sharpen the saw X1: Spend quality time with my family , provide good future for my kids and to be promoted in the future X2: Finish MBA next yr and apply my learnings both in my workplace and personal life
I've been planning to do my Linked In Profile before, but never had a chance to do it. I'm not really fond of creating my social media accounts. Both my Friendster and Facebook accounts were created by my frineds, they just text me the passwords then I'll be the one to maintain it. For the case of Linked In, I was the one who created my account since this is a requirement in our Digital Marketing class. I should thank Prof. Bong for this, since I was able to create my Linked In account at last. This is like a Facebook but on the professional level, I was able to connect with my former colleagues as well. https://www.linkedin.com/in/rhomina-amorosa/
As part of our class group assignment we were given a task to do a Facebook Campaign for a week.The objective was to experience on how to do the campaign, whether we will hit our target or not of the campaign. When I first heard this from Prof. Bong even during our first class when he discussed the course outline, I asked myself, can we really do it? I never did on my FB post a campaign, usually I just shared information on any post I've read or about the places or activities I did. The campaign would be my first post if ever on my timeline.
The role given to me was to be the Analyst, aside from the analytics, I need to create the and place the adds. Since it was my first time to place the adds, I have some learnings. At first, I thought the budget I'll be assigning was the budget for the whole add, but its not, it was the budget per day per add. Luckily, I can change the budget daily depending on how we would want to run the adds, this feature was really a big help for the advertisers.
The experience I had with my group was really memorable, even if we never had a chance to meet prior our add, we worked as a team, despite some challenges, like the common time, the expectations from each role, still we managed to overcome them.
I'm very proud to share the output that we have... Special thanks to my team, Inky and Freddie, who were of great support to finish this campaign. Looking forward for our final presentation which is the Digital Marketing Plan ...
Digital Marketing is like a chef because she can cook a new and the right recipe that will fit the taste of her customers aligned to occasions or events that she will cater.
As a buyer, we all have our preferences on how we can buy the products or services that we patronize. Nowadays, companies have different approaches on how to do it to satisfy their customers, which in effect could greatly impact their sales. The topic assigned to me was Chapter 10: Omnichannel Marketing . It is the practice of integrating multiple
channels to create a seamless and consistent customer experience. Allow me share to you more of the details on this video to better understand Omnichannel Marketing....
In addition, I also want to share to you the Future Omni Channel in Retailing, I got the video from You Tube from a company called Cognizant. Today’s consumers want to seamlessly shop whenever and wherever they are. In order to meet these demands, retailers must bring the physical and digital shopping worlds into one omnichannel experience.
Marketing 4.0: Moving from Traditional to Digital Concept Synthesis and Local Application: I am a Production Planning Manager at Asurion, a leading provider of device insurance, warranty and support services for mobile phones, consumer electronics & home appliances in North America. In the Philippines, we do the refurbishing of mobile phones in Calamba Laguna and then send them back to US for our subscribers. For 20yrs, I gained my Planning experience in Supply Chain Operations on industry leaders like Asurion and Intel. Part 3: Tactical Marketing
Applications in the Digital Economy 8. Human-Centric Marketing for Brand
Attraction
1.Understanding Humans Using Digital
Anthropology
For the
case of our company, we focus on technology, we know how our customers value
mobile phones, we can’t live without it nowadays. Our day to day activities
were tied up on it. Using our tagline “Asurion, Life’s Operating System”, we
established our brand. In cases something happened on the phones, we are there
to help. We can replace their damaged or lost phone and at the same time bring
back those informations that were back up.
Using
the technology, we make sure that our customers can easily communicate with us
and at the same time us, can communicate with them. We have webpages and
digitally present in social medias like FB, Twitter, You Tube and Pinterest. We
usually posted videos on the benefits of having mobile insurance vs. none (when
phone gets wet when accidentally dropped in a pool and data were not back-up),
we educate our subscribers on the latest technology (like the connection of
phones on their appliances) and how to maximize apps of mobile phones. By doing
this, our subscribers reacted on our post we get to know them, they began
asking questions and we can explain how we can help them by insuring their
mobile phones.
2.Building the 6 Attributes of
Human-Centric Brands
a.Physicality – our product in not physically
available since its mobile insurance, what we do was to make it visually
available using the videos posted in our webpage on the benefits of having mobile insurance.
b.Intellectuality- we use tagline “Asurion,
Life’s Operating System”, this associated with how our subscribers value on having
mobile phones, and from our brand name itself” Asurion” came from the word “assure”
means that we are promising to our subscribers the service excellence they
deserve. We do research on how we can add value aside from the traditional
mobile insurance of replacement of
damaged phone and lost phone we also (1) secure
and keep the handset protected against phishing, viruses and malware back-up (2)restore
content of handset (3) support on mobile applications.
c.Sociability – we ensure that were digitally
present in social medias, we listen to what our customers opinions/insights/complaints
on the services we have, their experiences from the services we gave them. We
use those comments/messages to further improve our service level to them. We do
listen and study their suggestions for us to create new services aside from the
regular R&D we do.
d.Emotionality- using the tagline “Asurion,
Life’s Operating System”, customers can connect with the brand, since this is
about the value of mobile phones they have when it comes to their day to day
activities, may it be at work, school and most specially at home. We even have
video on our webpage which for sure can their emotions can connect to it. e.Personability- since we focus on technology,
we usually innovate to help the day to day activities of our customers, we are
not just traditional mobile insurance, we developed ways on how their mobile
phones connected to their appliances, gadgets that even when they are not on
their home they can still do their job
or secure their home. They can turn off their appliances if in case they
forgot it. f. Morality- our company supports in preserving
our environment, since we are doing the refurbishing of phones we are helping
in the reduction of electronic waste tons and tons each year. We repair damaged
phones and make it useful again instead of throwing them. 3.Summary: When Brands Become Humans a.What are the deepest anxieties and
desires of your customers?
Since the technology we are working on our business is associated with
personal informations of our customer, the security of informations will be
the deepest anxieties of our customers,
that’s why we invested money on
how we can secure their informations ad have it
part of our KPI also. This is
also the biggest anxiety of our company, since we
know that there might be
legal actions if in case there will be leaks on the
informations.
With regards to desires, the fastest service in replacing their damaged
or
lost phones will be the priority. That’s why within 24hrs, we make sure
that phones are available right on their doorsteps.
b. Does your brand possess human qualities?
What can you do to make it more human?
Yes, our company’s passion is to ensure that our subscribers are connected
with their life (home, work, school, friends) and at the same time their
informations are secure. In cases that
they lost or damaged their mobile
phones, we can easily replace them. We can
make our brand more human,
by finding ways on how we can help our subscribers
to simplify their day to
day activities using their mobile phones. In this way,
they will value us
more, not just on the insurance we are offering them.
9. Content Marketing for Brand
Curiosity (Initiating Conversations with Powerful Storytelling)
1.Content is the New Ad, #Hashtag is the
New Tagline Our company's tagline is "Asurion, Life's Operating System", customers can connect with the brand, since this is about the value of mobile phones they have when it comes to their day to day activities, may it be at work, school and most specially at home. We even have video on our webpage which for sure can their emotions can connect to it.
2.Step-by-Step Content Marketing a. Goal Setting- brand awareness is the focus since we usually tied up with Carriers when offering our mobile insurances b. Audience Mapping - youth , women and netizens since we are in technology business, they are our target audience all of them were digitally present in social medias. c. Content Ideation and Planning - we want to focus on the importance of having stay connected to the world even if something happened to the mobile phones (damaged or lost). We want to imply that it's not just the phones that they will loose in case something happened to it, but the possibility that they might be missing in life that's why we're here to help to fix and replace it the soonest possible time. The technology we're using now makes us more human, since we usually converse with loved once by using them.
d. Content Creation - we used video on our add, we make it appoint that the message can be easily understood and they can easily connect with it. e. Content Distribution - we used social media to relay our add, we posted the video on You Tube, Facebook, and our own web page. f. Content Amplification - using the social media, the subscriber's comments and likes, it can be our tool to amplify our add. The involvement of our company on social activities, like fun run it can also help. g. Content Marketing Evaluation- we can measure it with the number of likes on our FB, Twitter followers, and likes on You Tube Video. And most specially the 120M subscribers we have in North America (2016 data). h. Content Marketing Improvement- We usually update our add base on the latest technology, this is to make sure that our subscribers were updated on the latest technology and can relate easily on the services that we will offer.
3.Summary: Creating Conversations with
Content
a.What is the content that you think
will be valuable to your customers? The content that will be valuable to our customer will be about the importance of having mobile insurance (what could possibly they'll be missing in case they lost or damaged their phones) and how secure their informations will be when insured to our company.
b.How can the content tell a story about
your brand? We will focus on those important things/persons of our subscribers, like relationships (family and friends), business (work), school (classmates), future (ambitions), what they'll be missing in case they lost or damaged phones.
c.How do you plan to execute your
content-marketing strategy? Through video shoot, this can be the most effective add now, we can easily upload it online on all social media accounts.
10. Omnichannel Marketing for Brand
Commitment (Integrating Traditional and Digital Media and Experiences)
1.The Rise of Omnichannel Marketing
For our case, we are using multiple channels, before, we usually tie up with carriers only, wherein customers need to fill up the form when availing our insurance when they buy phone from carriers, but now we are more visible online, they can just go to our web page and fill up the form to avail our insurance aside from the carriers, this is same with claiming their insurance. We also have 24x7 hotlines that they can call. We are also visible in Amazon and Ebay, whenever the customer buy their phones online, they can easily avail our insurance also.
2.Step-by-Step Omnichannel Marketing A. Map all possible touchpoints and channels across the customer path 1. Aware - learn the brand from carrier and add (social media, banner) 2. Appeal- check the mobile insurance from the CS of carrier, website, FB page, contact # from banner 3. Ask- ask informations from CS of carrier, search information from our website, ask questions on social media accounts, call our contact numbers 4. Act- availment of our mobile insurance 5. Advocate-renew their contract with us, shared their good experience with family, friends, social media accounts B. Identify the most critical touchpoints and channels 1. Learn the brand from carrier 2. Check the mobile insurance from CS of carrier 3. Ask informations from CS of carrier 4. Availment of mobile insurance 5. Shared customer's good experience in social media accounts C. Improve and integrate the most critical touchpoints and channels
3.Summary: Integrating the Best of
Online and Offline Channels
a.What are the most important customer
touchpoints and channels for your business?
The most critical customer touchpoints and channels are: a) learn the brand from carrier online or visiting carrier's store b) check the mobile insurance from CS of carrier c) ask informations from CS of carrier d) availment of mobile insurance e) shared customer's good experience in social media accounts. b.Have you aligned the channels to
support a seamless and consistent experience? Yes. We are active in responding to our social media accounts on the post of our customers. We make sure we communicate to them on social media and on their mobile handsets. We also give them surveys on how we served them for us to know how we can still improve our services to them.
11. Engagement Marketing for Brand
Affinity (Harnessing the Power of Mobile Apps, Social CRM and Gamification)
1.Enhancing Digital Experiences with
Mobile Apps
Just want to share to you the mobile apps that we have, depending on the carrier that customers have. They can be downloaded both in Android and IOS. I'll be sharing to you below the features of the app that we have.
2.Providing Solutions with Social CRM
Below are the features of our mobile app base on the carrier that we partnered with. SPRINT
Locate
Your Lost Phone
Find your phone using GPS and
remotely lock or erase a lost phone to protect personal information.
Easily restore your content to a replacement device, so your data is always
safe—even if your device isn’t.
Automatic
Data Backup
Get peace of mind knowing your
phone’s contacts, photos and videos are secure by setting up automatic backup.
Built-In
Security
Enhanced features on your
smartphone guard against viruses, protect your privacy, and optimize your
battery.
AT&T
Click to Call Customer Support
When you need live device support, a support expert is only seconds away to
answer any questions you have about your device.
Convenient Backup
Easily back up photos, videos and contacts over AT&T’s network or Wi-Fi. Locate, Lock & Alarm Quickly find your lost phone by locating it online, and sound an alarm if
it’s nearby. If it’s stolen or can’t be found, remotely lock the device or
erase your data to protect your privacy.
VERIZON
Access
to Tech Expert Support
One click quickly connects you with
a live, U.S.-based Tech Expert Customer Support for premium help with any
question about your phone and virtually anything it can connect to.
Instant
Access
Connect in seconds with one tap to talk live or text chat with an expert
Tech Coach – with no menus, prompts, or transfers
One Call
to Solve It All
Get your device problems solved with one call, 99% of the time
Smarter
Support
Stay ahead of potential issues personalized device tips and tricks to help
you do more with your devices
Self-Help
Browse through helpful DIY guides on a variety of popular tech topics
3.Driving Desired Behavior with
Gamification
4.Summary: Mobile Apps, Social CRM and
Gamification
a.How can mobile apps, social CRM, and
gamification help you engage your customers? Base on the features of the mobile app that we have I previously shared, we can easily help our customers on their problem 24x7. They can easily get in touch with us by using their app. Service is our focus, using the app we can easily attend to the need of our customers. In this way, they can increase the engagement with us.
b.What are the challenges of executing
customer engagement programs in your business? The challenge that we have might be the awareness of our customers on how they can utilize their mobile apps to get in touch with us. Particularly those that are not savvy, like some of the senior citizens.
Epilogue: Getting to Wow (Enjoy,
Experience, Engage)
1.What is a “WOW?” WOW means exceeding customer's expectation from the product or services rendered by a company. For our company, a WOW experience would be replacing the damaged or lost phone of our customer (at least within 24hrs) with the back-up informations (contacts, mails, photos). This would really eliminate their worries.
2.Enjoy, Experience, Engage: Wow! The figures below (as of July 10) is an evident that we have satisfied customers..
Below were examples of our customers' post on our website..
Carmen F
5 stars ・ July 15th 2017
Incredible! Couldn't be happier about a bad situation.
Donna
H
5 stars ・ July 15th 2017
Phone
had a melt down screen went black and wouldn't come back up. New phone received
quickly and worked great
Adolfo
C
5 stars ・ July 14th 2017
I
dropped and broke my phone while on my last day of vacation, that was very
disappointing. Filed my claim that night when I got home, Asurion had me a
working phone next day before noon. Thank you.
3.Are you ready to WOW? Yes! We are continuously searching for ways on how we can improve our services to our customer. Even if we have high scores on customer satisfaction we would love to maintain and even exceed our scores. We are investing on R&D and at same time having active communication with our customers to better understand their needs.
Marketing 4.0: Moving from
Traditional to Digital Concept Synthesis and Local Application: I am a Production Planning Manager at Asurion, a leading
provider of device insurance, warranty and support services for mobile phones,
consumer electronics & home appliances in North America. In the
Philippines, we do the refurbishing of mobile phones in Calamba Laguna and then
send them back to US for our subscribers. For 20yrs, I gained my Planning
experience in Supply Chain Operations on industry leaders like Asurion and
Intel. Part 2: New Frameworks for Marketing
in the Digital Economy 5. The New Customer Path
1.Understanding How People Buy (from 4As
to 5As)
For the case of our
company, we continuously communicate with our subscribers even after availment
of our insurance (from 4As), we make it appoint that we have conversation with
them, whether call them or send reminder/messages on their mobile phones. We
also have FB page aside from our own web page, where they can give us feedback
on top of the surveys we are sending as well. Using their good experiences from
our services they share it to their friends and family wherein they became our
advocate (to 5As). It was manifested on our 80% market share in American
Region.
2.Driving from Awareness to Advocacy (the
Ozone3)
Since we are offering
mobile phone insurance(service), which is not a one-time offering, our goal is
to have continuous subscription from us by our customers. We usually start with
the awareness campaign of what our company’s offering (1)replacement of damage
and lost phone (2) secure and keep the handset protected against phishing,
viruses and malware back-up (3)restore content of handset (4) support on mobile
applications. Then, we ensure that our customer gets the excellent service from
us once they claim insurance or not, by constantly communicating with them like
informing them on how to maximize the use of mobile applications and reminding
them if the memory of phones almost full. Having said that, our focus would be
on the Own Influence, our goal was to completely satisfy them with our good
service putting emphasis on building post-purchase customer experience to
ensure that they will be our advocate to promote our company. From what they
experienced they can share it to their friends and family and even share on
social media.
3.Summary: Aware, Appeal, Ask, Act and Advocate
a.How can your brand identify and
leverage the most critical touchpoints in the customer path?
We make it appoint
that we do walk the talk, from our name Asurion (pronounce ass Assure-ion)
using the root word assure which means guarantee or promise. We ensure that the
services we offered will be given to our customers. Customer experience (Act)
is the most critical touchpoint in the customer path, this is to ensure that
they will continue to avail of our insurance.
b.How can your business improve brand
favourability and optimize marketing efforts by evaluating the three main
sources of influence across the customer path?
Own-this
is the most important influence amongst the 3, since our company put emphasis
on building the post-purchase customer experience so that eventually they could
share it and be our advocate to patronize our brand.
Others-the
feedback from our customer matters, that’s why this type of influence also
important, we need to ensure that they will share the good experience from us, to influence other to avail of our insurance.
Outer-awareness
of having mobile insurance in US is well-known, since we are expanding
globally, in some country we need to continue to build our brand but before going that, we need to ensure that the mobile insurance industry will be known
to them.
6. Marketing Productivity Metrics (PAR
Purchase Action Ratio and BAR Brand Advocacy Ratio)
1.Introducing PAR and BAR
For us to have good
score in the PAR of our mobile insurance, we must ensure that our subscribers
will avail once they bought their mobile phones from our carriers (like Sprint,
Verizon and AT&T) or even in Amazon and Ebay and at the same time renew
their insurances once it lapsed. We can do it by good brand management to make
sure that all our customers were aware of our brand and should have be
available and within reach everytime our subscribers need them.
While for BAR, we need
to ensure that we give excellent customer service and at the same time customer
service innovation so that our subscribers will be our advocate from the
service they experienced.
2.Decomposing PAR and BAR
We can decompose PAR
and BAR by increasing brand awareness until it has appeal to our subscribers,
give them the right message and right information, for them to have the right
level of curiosity when they ask. Until they decided to act by availing our
insurance, once they avail it, we will ensure we give them the excellent
customer service, until they become our advocate.
3.Driving Up Productivity
a.How can your business adopt the new
metrics of PAR and BAR to measure marketing productivity?
We can
adopt the new metrics of PAR and BAR by focusing on increasing commitment and
affinity of our subscribers. Through the excellent customer service we will
render to them, it can help to achieve the said goals.
b.How can your business trigger
favourable customer conversations in order to drive awareness without
increasing the marketing budget significantly?
We
can increase awareness of our brand by having and increasing their awareness through the social media, Facebook can be a good means, since this is the
widely used social media nowadays. Since our business is more on technology, we
can send messages on their mobile apps as well. 7. Industry Archetypes and Best
Practices (Channel, Brand, Sales and Service Management)
1.4 Major industry Archetypes
a.Door Knob
-A
pattern where there is great awareness, slightly lower appeal but there is low
curiosity i.e. ask. Acting is leveled with appeal and advocating is at level
with ask. This situation is typical for low cost products that have a lot of
competitors and simple characteristics. Based on first impression, the best
course to ensure phase Act i.e. buying the product, would be to just have the
product look really nice. Example: Consumer Packed Goods (CPG) like softdrinks,
noodles and chips.
b.Goldfish
-Pattern
which is very problematic (at points A2, A3, A5 meaning appeal, ask and
advocate). High awareness as you inform the public. Low appeal is due to high
competition on the market meaning, hard to distinguish yourself from others
.Hard to convey a quick message.This leads to a high Ask rate as customers try
to find what customers needA5 or advocacy is also a great problem. Example :
Business to Business (B2B) situations (automobile industry)
c.Trumpet
-When it
comes to act, meaning buying it falls flat. Only slightly higher amount of
customers will advocate the product. Not a lot of people can afford the product
yet more people advocate it even though they never bought it. Example: Rolex, Louis Vuitton.
d.Funnel
-The only
pattern which involves the customer on each stage to reach advocacy as the
dispersal rate of the customers is standard and steady. Customer experience is
the greatest factor since they are a part of each stage. Each stage must be
taken care of at all times. Example: Telecomms (Globe, Smart, Sun, Touch
Mobile).
2.4 Marketing Best Practices
a.High Median Bar and Narrow Bar Range– success is determined by channel proximity and
accessibility to key markets
b.High Median Bar and Wide Bar Range – key success factor is brand management
c.Low Median Bar and Wide Bar Range - key success factor is service management
d.Low Median and Narrow Bar Range- key success factor is sales-force management
3.Summary: Learning from Different
Industries
a.Which archetype best describes your
industry?
The best archetype
that describe mobile insurance industry is Funnel. We need to ensure that we
focus on customer experience since they are involve on each stage from
awareness to advocacy.
b.What are some of the key improvement
opportunities for your business based on that archetype?
Customer innovation
and Branding, need to have more focus on R&D (technology) to better
understand how we can serve well our customers, increase commitment and
increase affinity from our subscribers.
c.What is the key success factor in your
industry? How can you learn from other industries?
The key success factor
of mobile industry is Service Management. We can learn from other industries by
benchmarking specially on services.
