Gita

From Lecture (Fujiyo Ishiguro, President and CEO of Netyear Group Corporation) : Digital Marketing with Omni Channel Strategy Competitive products for market now on makes each company think strategy to distribute their products to customer. By understanding various of customer, digital marketing is a platform way will deliver message to different customer and also make relationship and screnario for each customer. One message can not accept by different customer but they will accept each various customer. As we can see in 20 years ago, we get voiceless customer and undifferentiated information to customer and as we can see in the present now the amount of information is 500 times larger than 10 years ago. Big data of consumer to be given to the right person by knowing each customer’s demand. Different kind of support product information to customer satisfaction can come from public relation, advertisement, sales promotion, sales, e-commerce, membership program and also customer support to achieve customer satisfaction. Big Data for Marketing There are two types of big database, structured and unstructured data. Structured data included customer data, sales data, stock data and unstructured data included browsing history, search words, search history, location information, website visit duration, social graphs, context of sentences, voices, movies. And also social media had important information for detailed customer, just like twitter gives prospective users, real name, interest, attention, feelings, complains and that’s the same we get with facebook. Many steps to get loyal customers and first is coming from attention, turn to interest. After customer get interest, they will considers to make decision with desire they had. Purchase to company products will be the final action and loyal customer will do re-purchase if get satisfied. Intergration Between Owned Media and Social Media Many of us know how to use and control social media, but have you ever heard about owned media? Both of them give advantage to target customer. What is Omni Channel Omni means “various” and channel means “contact with customers”. Omni channel means crossing the boundary between in-store and internet, and customers can receive information, purchase and refund purchased items anytime they need at anywhere they want with growth marketing strategy. In the other words means growth strategy to build customer – centric business model with all division in the company. The KPI (Key Performance Indicator) of Omni Channel is to get satisfaction, loyalty and relationship with customer. Old digital marketing strategy like single channel, multi channel, cross channel are function value and possession value to get cunsomers demand. But now with omni channel, it change from “consumption to have something” to “consumption to do something” and get customer experience such as satisfied with problem solving, happiness, convenient and comfortable. Understanding Your Customer As time changes, good experience from customer can provide right service with staying close with them. Customer can try products to get experience before they purchase it. Customer’s opinion about products can be used for improvement of services. Everything they said about this company’s product will support next best-selling item with analyze their comment’s from social media. How if customer didn’t purchase any products? Browsing history or search history can be solution for that. Omni Channel and Co- Creation Co-creation is a tool / method product development with customers/consumers through facebook or other online community sites which is enlarged version of MROC (Marketing Research Online Community). In near future, each company will own group of their customers who can give some ideas of new products. Ideas from customers (loyal customers) will be give good improvement for company.