how to create meaningful experiences through content

May 21, 2015

CREATING A MEANINGFUL CUSTOMER EXPERIENCE THROUGH CONTENT

Yael Kochman

Head of Marketing

@YaelKochman @Roojoom

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LET’S START WITH A GAME…

Gamifying content requires a large marketing investment.In 2011 Magnum Ice Cream created the Magnum Pleasure Hunt – an interactive game that sent users to collect chocolate bonbons across the internet. More than 7 million people visited Magnum’s website to play the game and it became the most tweeted URL. It was so successful, that a year later they did another sequel, this time sending photographers to shoot pictures of cities throughout the world.

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WILL IT MAKE THEM BUY?

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Another example – LEGO, a game we all played as kids- they went even further and produced a full-length feature movie, for a price tag of 60 million dollars.

Did I pay off? Other than the revenue from the movie, that year was LEGO’s best selling year with million of toys sold.

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10.4 TOUCH POINTS

In average, a customer will have 10.4 touchpoints with your brand before making a buying decision.

It is your job as a marketer not only to meet him at each of these touchpoint, but also to make each of them as meaningful as possible. No wonder, then, that LEGO spent 60 million on that movie.

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CMO’S LOVE THEIR TECHNOLOGY

By 2018 CMO’s expenditure on technology is expected to surpass IT’s expenditure.

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SURVEYS - TYPEFORM

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DYNAMIC IMAGES - THINGLINK

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QUIZZES - QZZR

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POLLS – ION INTERACTIVE

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BRACKET POLLS – BRACKTIFY

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CONTENT JOURNEY - ROOJOOM

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ASSESSMENT – ION INTERACTIVE

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INTERACTIVE LANDING PAGE

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CALCULATOR - CONVERSIONER

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CALCULATOR – PRICING PAGE

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SPREADSHEETS

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TAKEAWAYS

• Content is more than blogging. Plus everyone’s already blogging… be different.

• It takes customers 10.4 touch points in average to make a buying decision.

• Create meaningful experiences to make your brand memorable – and get more leads.

• You don’t need to hire a movie producer… use existing technologies.

• Every touch point can become interactive and meaningful – from landing pages to blog posts and even pricing pages.

• Get more tools here

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Thank You