always on marketing
DESCRIPTION
Traditional marketers are generally still stuck in ‘campaign’ mode but as customers now demand a great experience anytime anywhere, marketing should be a continuous process across the user journey based on analytics and data rather than just a one hit wonder. David, with over 12 years of experience in the eCommerce industry, will discuss marketing past vs marketing future and how ‘always on marketing’ can be done effectively across channels by combining inbound and outbound tactics.TRANSCRIPT
the right message, to the right person, at the right time
Deliver Customer Value with ‘Always-On’
Marketing
David BowenEPiServerProduct Manager
the right message, to the right person, at the right time
Results -+ 10X viewership / audience+ 200%+ up-tick sales (4 weeks)+ more loyal customer base
web email social
the right message, to the right person, at the right time
Example 1 - Example 2 -
“McDonald's found that out the hard way. The promoted tweets received 72,000 responses… Many of the tweets were just plain mean, gross or, even worse for McDonald's, hilarious. There was enough of a negative response that McDonald's, which did not respond with a comment for this story, pulled the campaign a couple of hours post launch.” – FORTUNE MAGAZINE, Dec. 2012
the right message, to the right person, at the right time
Marketing’s Past
the right message, to the right person, at the right time
BehaviourUseable preferences represent
unexpressed wishes
the right message, to the right person, at the right time
Marketing’s Future
How may I help
you?
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
Why?
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
Firmly Plant Yourself in Your Customers’ Shoes
the right message, to the right person, at the right time
The Challenge
Understand your Customer
Your Customer is changing
Understand your
Organization
Changing your Organization
the right message, to the right person, at the right time
Deliver the Right Experience Across ChannelsThink Connected Customers
the right message, to the right person, at the right time
Customers TODAY are CONNECTED
the right message, to the right person, at the right time
New Breed of Always-On Customer
Digitally connected and want seamless customer experience anytime anywhere
• You need to get to know me!
• I’m up at 4am and why aren’t you?
• Don’t make me think
Source: PWC
the right message, to the right person, at the right time
The Customer Journey
Visible Trusted
Loyal
Engaged
ConvertedService
In Touch
81%
67%
46%
43%
Connected Consumers
Source: Google/Ipsos/Sterling
the right message, to the right person, at the right time
EMBRACE and EMPOWER Your NEW CMO
the right message, to the right person, at the right time
According to Bain and Co.,
a 5% increase in
CUSTOMER RETENTIONcan increase a company’s
profitability by 75%.
How to THRIVE
the right message, to the right person, at the right time
Gartner Group statistics report
that 80% of your company’s
future revenue will come from
just 20% of your
EXISTING CUSTOMERS.
How to THRIVE
the right message, to the right person, at the right time
The FUNNEL is DEAD
the right message, to the right person, at the right time
True Customer Experience Management
• Delivering outstanding, relevant customer experience across all channels and touch points:• Right content / campaign / products
• Right time
• Right channel
• Right context
Consistent message and experience
Gathering Behavior, Data, Information at Every Single Touchpoint
the right message, to the right person, at the right time
Marketing Past Vs Marketing Future
Big, Disruptive, One-off Campaign is OUT
Small, Relevant, Regular Communication is IN
Campaign
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
WEB to EMAIL
Delivering the Right Experience Across Channels
SEARCH to MOBILE to EMAIL
SEARCH to WEB to EMAIL
EMAIL to WEB
EMAIL to MOBILE
SOCIAL to WEB to EMAIL
SOCIAL to EMAIL
SOCIAL to MOBILE
EMAIL to SOCIAL
MOBILE to EMAIL
the right message, to the right person, at the right time
the right message, to the right person, at the right time
Formulation
Pre-commerce
Commerce
Post-commerce
Consider
• Self-identified need• Provoked need
Evaluate
• Value proposition• Self actualization
Transact
• Self actualization realized• Validation
Express
• Experience evaluation• Product/service
performance• Advocacy and Loyalty
Connected Customers are on a CONTINUOUS Path to Purchase
the right message, to the right person, at the right time
Formulation
Pre-commerce
Commerce
Post-commerce
Consider
• Self-identified need• Provoked need
Evaluate
• Value proposition• Self actualization
Transact
• Self actualization realized• Validation
Express
• Experience evaluation• Product/service
performance• Advocacy and Loyalty
Connected Customers are on a CONTINUOUS Path to Purchase
the right message, to the right person, at the right time
Formulation
Pre-commerce
Commerce
Post-commerce
Consider
• Self-identified need• Provoked need
Evaluate
• Value proposition• Self actualization
Transact
• Self actualization realized• Validation
Express
• Experience evaluation• Product/service
performance• Advocacy and Loyalty
Connected Customers are on a CONTINUOUS Path to Purchase
DNA of effective exchanges:• Content• Design• Function
the right message, to the right person, at the right time
Connected Customers are on a CONTINUOUS Path to Purchase
Formulation
Pre-commerce
Commerce
Post-commerce
Consider
• Self-identified need• Provoked need
Evaluate
• Value proposition• Self actualization
Transact
• Self actualization realized• Validation
Express
• Experience evaluation• Product/service
performance• Advocacy and Loyalty
DNA of effective exchanges:• Content• Design• Function
the right message, to the right person, at the right time
A Different Marketing Strategy and Process
Frequency: regular and on demand
Relevance: move from broadcast message to personalised message
Longevity: no expiry date - On-going and lives longer
the right message, to the right person, at the right time
the right message, to the right person, at the right time
Break the Silos
Web Social Email Mobile Print/Offline ….
the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Analytics
CRM
the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Analytics
CRM
How do you drive traffic?• Organic search?• Paid search?• Display ad?• Social?• Blog?
?
Can you manage the site?
Can you personalize the experience?
Is the CRM connected?
? ?
the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Landing Pages
Analytics
Analytics
CRM
the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Landing Pages
Analytics
Analytics
CRM
How do you drive engagement?
Is CRM connected?
Do analytics tie?
?
?
the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Landing Pages
Mobile Site
Analytics
Analytics
Analytics
CRM
• How do you handle mobile traffic?
• Can you reuse content?• Do analytics tie?
??
the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Landing Pages
Mobile Site
Analytics
Analytics
Analytics
CRM
Landing Pages
Analytics • How do you handle social traffic?
• Can you reuse content?• Do analytics tie?
eCommerce
• How do youCONVERT?
• How do you driveREVENUE?
• How do you driveLOYALTY?
• How do you buildBRAND?
Conversion Path
Action Path
the right message, to the right person, at the right time
Marketin
g &
Be
havio
ural
Au
tom
ation
Right Platform for the New Customer
Backend Systems (ERP, Warehousing, Fulfilment, etc.)
Web Mobile Social Email Offline / Print
3rd Party Data
Source
CMS / Presentation / Personalisation
eCommerce
CRM
BI - Analytics - Attribution
the right message, to the right person, at the right time
Value of a Digital Marketing Solution
Great experience that drives loyalty and lifetime value…
• Build knowledge of your digital visitors• Who consumes what content, when, and why?• How can you understand their place in a journey?
• Same message on all channels
• Best brands are ruthlessly consistent
• Personalize and Contextualize across channels• Consumers expect to find content immediately• And formatted for their device of choice
TIP:Be wary of Digital Marketing Platforms that can “do it all”.
the right message, to the right person, at the right time
Value of a Digital Marketing Solution
• Visitors• Personalized experience across channels
• Dynamic content
• Progressive profiling
• Marketers• Easy to update content - usability and operational efficiencies
• View and edit across multiple screens inline
• Business empowerment - minimal technical resource involvement post launch
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
Website Automation…
the right message, to the right person, at the right time
Website Content Personalisation
the right message, to the right person, at the right time
Step 1 – User Visits Site
the right message, to the right person, at the right time
Step 2 – User Participation
the right message, to the right person, at the right time
Retail & E-Tail
Step 2 – User Participation
A very different experience based on industry selection
High Tech
the right message, to the right person, at the right time
Step 3 – Download Whitepaper
the right message, to the right person, at the right time
First Name
Last Name
Company
Country
State
Industry
Interest
Behavior
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What do we know now?
the right message, to the right person, at the right time
the right message, to the right person, at the right time
the right message, to the right person, at the right time
Known globally by our clients’ successes:
the right message, to the right person, at the right time
A visionary solution: MOBILE-first CONTENT & COMMERCE
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Powering 20,000+ web/mobile venues
for 5,000+ clients
in 30+ countries
the right message, to the right person, at the right time
SUCCESS STORY – Aspect Software• Existing Marketing Automation
user• Picked the right CMS platform,
with integration in mind.• Picked the right eCommerce
platform with integration in mind.• Launched an engaged,
personalized web platform in 1 MONTH
• Launched an total lifecycle, mobilefirst web platform in 2 months
• Viewership in Q1 – up 250%• Revenues in Q1 – up 78%
the right message, to the right person, at the right time
SUCCESS STORY – Hi-Fi Klubben• Needed to replatform their digital
marketing platform with eCommerce focus first.
• Community and Search key reqs.• Over 1 million inventory items,
behaviour of repeat customers key• After launch of first country site,
required Marketing Automationto complete cycle
• Repeat purchasers now 75% of business
• Turnover increased 60% since newlaunch
• Mobile and Tablet purchases are33% of sales.
the right message, to the right person, at the right time
Thank You!
For more details
www.episerver.com
David BowenEPiServerProduct [email protected]