DIGITAL SERVICES
CRM
Digital Marketing
Web Design & Content Management
Social Media & Reputation Managemet
eCommerce
DIGITAL SERVICES
CRM
Digital Marketing
Web Design & Content Management
Social Media & Reputation Management
eCommerce
CRM FRAMEWORK
CRM REDEFINED
Although CRM is implemented in many organizations in China as a post-sales customer loyalty program, we’ve redefined CRM as a comprehensive approach to managing all communication touch-points in an end-to-end customer life cycle. By enhancing the customer experience throughout the end-to-end relationship, CRM:
- Reduces customer acquisition costs
- Improves marketing spend ROI
- Shortens decision timeframes
- Increases total customer lifetime value
“End-to-end” means we focus on all 4 major stages of the customer journey – awareness, fact-gathering, purchasing decision, and ownership.
“Touch-points” means the intersection of all participants and communication channels:
Channels include owned, earned, paid, and shared media on both conventional and digital media platforms.
Participants include marketers, in-house sales reps, partners, dealers, distributors, KOL’s, as well as direct and indirect customer interactions.
FOUNDATION - DIGITAL and LOYALTY PROGRAMS
In our practice, we consider CRM to be the overall process, systems and data framework that supports all customer interactions – we think of it as the shared services foundation for digital marketing and loyalty programs.
In our practice, we define digital marketing as all branding, awareness, lead creation and prospect nurturing interactions.
And we define loyalty marketing as all post-sales ownership, service and support interactions.
But these two domains have a significant overlap:
Lead generation – a good loyalty program is itself a lead generation tool – happy customers return for repeat purchases and refer their family, friends and colleagues.
Total lifetime value – a comprehensive loyalty program is also the basis for extending TLV via up-sell and cross-sell campaigns.
ADAPTIVE DIGITAL SERVICES FOUNDATION
Digital technologies are evolving at a breakneck speed - without a unified digital services platform, organizations risk their ability to connect and maintain an engaging dialogue with their prospects and customers.
INFRASTRUCTURE VS OPERATIONS
Eastern Wind offers separate consulting services for digital services platform development and digital services operations. Unlike agencies that co-mingle systems design and digital services operations as one service, we’ve deliberately separated these two domains:
Infrastructure design skill sets are completely different than the campaign skill sets found at most agencies in China.
Platform development needs to incorporate the objectives of all digital marketing and loyalty campaigns.
Cross-functional foundation – similarly, first-party, third-party, and transaction data management needs to be integrated and cross-referenceable..
Digital marketing and loyalty marketing need to be super-responsive to changing brand strategies.
DIGITAL MARKETING SERVICES
INTEGRATED INBOUND - OUTBOUND MARKETING
The broadest definition of “digital marketing” includes both outbound and inbound activities to:
- Create brand awareness
- Identify new prospects
- Identify sales opportunities with existing customers
- Nurture prospects in their buying decisions
- Facilitate sales activities
Outbound activities are generally planned cross-channel campaigns applied to a target audience to enhance brand awareness, nurture prospects who have not made an initial purchase or maintain or enhance an existing customer relationship.
It’s worth noting that the distinction between outbound and inbound activities is largely driven by the software vendors that provide those functions. Marketo is primarily focused on outbound marketing automation and Hubspot is primarily focused on inbound marketing automation. But, since both outbound and inbound activities are really two sides of the same coin, Eastern Wind’s digital marketing solutions seamlessly integrate these two otherwise disparate models.
Eastern Wind’s digital marketing experts are certified for Marketo, Hubspot, and other local outbound and inbound marketing automation platforms.
忠诚度计划
REDUCING TOTAL ACQUISITION COSTS
Customer Acquisition Costs (CAC) are expensive – as much as 5 times the cost to retain an existing customer. To the extent that your organization can increase the Average Customer Lifetime Value (ACLV), your sales and marketing costs can be dramatically reduced.
Furthermore, satisfied customers are far more likely to:
- Purchase adjacent products and services.
- Recommend your products and services to their family, friends, and colleagues.
This is why Eastern Wind emphasizes CRM as a comprehensive approach to managing your end-to-end life cycle relationship with each customer. And this approach works whether your industry is FMCG with many small recurring transactions or big ticket auto purchases that occur once every two to five years.
In this regard, Loyalty Marketing is closely aligned with our Reputation Management Services.
平台设计
TRADITIONAL SILO'D CMS PLATFORMS
Silos of information are just as problematic in digital marketing as they are in ERP and back-office systems. Implementing content on each media channel platform becomes increasingly costly, in terms of both direct and opportunity costs.
Organizations are pivoting away from silo’d communication platforms (e.g. separate web site, mobile app, social media platforms) to a “headless” CMS architecture, where content management is fully decoupled from channel and presentation logic.
OMNI-CHANNEL CMS DEFINED
A headless content management system, or headless CMS, is a back-end only content management system (CMS) built from the ground up as a content repository that makes content accessible via a RESTful API for display on any device. The term “headless” comes from the concept of chopping the “head” (the front end, i.e. the website) off the “body” (the back end, i.e. the content repository).
HEADLESS CMS - BENEFITS
By decoupling the “what” from the “how”, organizations can deliver engaging content more efficiently:
- Omnichannel Support – content can support an unlimited number of channels.
- Consistent – since a organization’s content is instantiated in a single logical CMS, content can be consistently managed.
- Secure – it’s much easier to implement access controls on a single CMS instance than on multiple media platforms.
- Adaptive – organizations can easily take advantage of new front-end technologies as they become available.
CROSS-PLATFORM DESIGN SERVICES
Eastern Wind offers a complete set of platform design services tailored for Chinese B2B and B2C business models:
- Headless CMS
- 网站设计
- Progressive Web Apps
- Custom Mobile Apps
- Social Media Platforms (WeChat and Weibo)
While there are unique requirements for each platform, we adhere to a common set of best practices:
WEB SITE DESIGN - BEST PRACTICES FOR CHINA
Chinese have a measurably higher level of visual awareness than Westerners and that translates to several key design principles:
Visual complexity – Chinese not only have a greater tolerance for visual complexity, but they have a negative reaction to visual simplicity, which contradicts best practices for western websites. To the western eye, Chinese websites look messy and crowded. To the Chinese eye, most western websites look boring.
Pattern recognition – Chinese can consume visual data at a much higher rate than Westerners, so when it comes to visual content – more is better.
Artistic – Chinese is one of the few written languages that is both a communication method and an art form – in this website, we use Chinese characters liberally rather than gratuitous icons or images.
NOT JUST RESPONSIVE - PROGRESSIVE!
Progressive Web Apps (PWA’s) are web apps that look and feel just like native mobile apps:
On the one hand, PWA’s are “installed” on a mobile home screen, so user can easily access a PWA as if it was actually installed as an Android app.
On the other hand, PWA architecture is still browser-based, so PWA’s are designed similar to other web apps (with additional PWA functionality) and don’t have to be physically installed on the mobile devises where they are used.
Eastern Wind designs both native mobile apps, as well as progressive web apps. For branding and prospect nurturing functions, we generally recommend PWA’s as the fastest and most cost-effective way to establish a mobile presence.
PSA
办公室
- US: Manchester, VT
- CH: Shanghai, PRC
- 美国：+01 415.870.0962
- 中国：+86 950.135.100.0557
- [email protected]
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