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Digital Marketing:
It’s about Evolution, not Revolution
Gregory Burr
IBM Watson Marketing
Pressure..
http://www-935.ibm.com/services/c-suite/study/studies/cmo-study/
CMOs think they are better prepared to manage key marketing challenges
100% more
18%
36% 34%
52%
39%
54%
37%
51%
Data explosion The rise of social Increasing complexity
of marketing roles and
responsibilities
Shifting consumer
demographics
2013 2015
53% more
38% more
38% more
…..but still have some work to do
Econsultancy Study: The Consumer Conversation –
The experience void between brands and their customers
Relevant Communications
47% of brands say they have a
―strong capability‖ for providing
Relevant communications
35% of consumers say communications
From their favorite brands are
Usually relevant
while only
… … ???
???
Mobile is only making things more complex
Mobile is a
touch point in
all customer
journeys today.
It must be
orchestrated with
the overall
customer
experience.
Your
customer
is always
mobile.
And DATA adds yet another level of complexity
There
is so much
of it
How do we
make sure we
are effectively
leveraging it?
It’s the
foundation for
everything that
we do
So we have thousands of marketing tech solutions to
choose from, mobile customers expecting brands to be
ready to serve their needs 24/7, data overload, soaring
expectations from business leaders and customers alike
– how in the world do we begin to tackle this?
It’s about evolution not revolution
• Getting better at what you are already doing
• Incorporating new ways of engaging
• Incorporating new technologies that allow you to leverage new
channels effectively while supporting the ones you are already
engaged in (because no single platform can give you everything you
need).
• Doing that all in a step-by-step manner that allows you to adopt the
technology easily.
DATA
DATA has really become the center of our digital universe
DATA EMAIL
MOBILE
SOCIAL
Data Capture Where can you get it?
Data Sources
Social Email Web Mobile Key Integrations Profile
Customer Profile Data
What have your
customers already
told you about
themselves?
Make Profile data capture painless
CRM
ECOMMERCE
INVENTORY
External Systems – Understand what data is available
to you
WEB ANALYTICS
Leveraging Data What are you going to do with it?
APAC brands are struggling to properly implement real-time
marketing.
Source econsultancy.
Advanced Segmentation
Last Purchase Visited Store
Opened Mobile App
Retweeted @Brand
Rules-driven Automation
Thank you Survey More Fun Social
Welcome Series – Georgia Aquarium
75 Trillion
Channel ROI
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Emailmarketing
SEO (organicsearch)
Contentmarketing
Paid Search(PPC)
Offline directmarketing
Social Media Affiliatemarketing
Mobilemarketing
Online displayadvertising
How do you rate the following channels in terms of return on investment?
Excellent Good Average Poor
Making email better
Focus on understanding three key areas:
Current Campaign
Performance
Customer Device
Usage
Your
Audience
Understand Current Campaign
Performance
Understand Current Campaign Performance - Metrics
Acquisition
List Churn/Unsubscribes
Last Engagement Date
Opens
Click-Through Rate
Conversions
Effective Rate
Understand Current Campaign Performance - ROI
Ways to improve on your results – A/B Testing
Lessons learned:
• Reduce body copy,
• CTA display
• Clickable hero image
Result: Variant B Wins
Winning experience
increased downloads by…
+1,473%
Ways to improve your
results –
Personalization
Ways to improve on your results - Automation
Campaigns to Automate
Welcome / On-Boarding
Event Related – Trade Show/Webinar, Birthday / Anniversary
Re-Engagement
Browse Abandon / Cart Abandon
Replenishment / Reminder
Post-Purchase / Product Review
Out of stock / Coming Soon
Understand Your Audience
Understand Your Audience
Explicit Implicit
Captures a picture of someone at a
particular point in time
Captures multiple pictures of a
person at various points in time
Reflects who people
think they are
Reflects what people
actually do
Must be periodically updated by the
customer to stay current
Automatically captured across
channels with tracking and
integrations in place
Understand and Leverage Behaviors
Downloaded a
whitepaper
Watched
a Video
Opened
an email
Registered
for an event Viewed
a webpage
Put an item
in their cart
Scoring
The Benefits of Scoring
• Forces you to examine tough
questions like who you want to sell to
and who is an ideal customer for you
• Allows flexibility for different parts of
your business in targeting
• Allows you to prioritize prospects and
allocate resources to the right places
• Helps you understand where a
prospect is in their decision making
cycle
B1 A2 C2
Is scoring right for your organization?
Prospects
vs
Customers
Direct sales teams Considered Purchase
Longer sales cycle Working with a
CRM system
Multiple decision
makers
But wait – Scoring is for B2C Marketers too!
Engagement / Churn
RFM (Recency/Frequency/Monetary)
Customer advocacy
Onboarding
Customer health
The basics of a scoring model
CRITERIA
Demographic Behavioral
ACTIONS
POINTS
INTERNAL ONGOING PROCESS IMPROVEMENTS
RANKS
ADVANCED SCORING (recency/frequency/negative criteria)
Score determines routing & communication strategy
Sales Team
Demand Gen / Telesales
Marketing/ Nurture
MOBILE
Mobile momentum is reshaping how we live and work
average mobile user
checks their phone
*Statistica 2016
150x per day
91% keep their device within arms
reach 100% of the time
Channels
Apps Web
SMS Push
Smartphone Phablets
Wearables IoT Devices
Tablet
Mobile Behaviors Beacons
Geo-Fences Check-Ins Mobile/Out of Home
Time Privacy Attention
What is mobile?
Devices Data/Triggers Context/Usability
SMS
Why SMS matters
Globally,
8.6 trillion
SMS messages are
sent annually
93% of the Vietnam
population owns a
mobile phone (all
types) and almost
55%
of the Vietnam
population owns a
smartphone
The open rate
of SMS
promotions/offers
is a whopping
98%!
Even though SMS
marketing — which
includes coupons,
special offers, and
participation in loyalty
programs —
is redeemed
8x
more frequently than
email, email
marketing continues
to prevail.
97%
of American Business
Professionals are
within 3 feet of their
mobile phone
24 hours per day and
look at it on average
150 times daily
(Source: Morgan Stanley, Technology and Internet Trends).
Key points on building an mobile (SMS) strategy
1. Mobile Database – Expect ~20% of your database to opt-in
2. SMS Mobile Content – You only have 160 characters – make it compelling!
3. Call to action – It doesn’t have to be only about driving sales, it can be about driving
engagement too (like an in person experience).
4. Pricing – Generally more expensive than email, but can also be more effective.
Mobile Apps and Push
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Remember to Log
Your Allergies:
Gain insight into
what helps and
what doesn’t.
OK: Broadcast Message all app users
GOOD: Narrowcast Message some app users
based on rules & segments
GREAT: 1:1 Cast Message individual users
based on user preference, behaviors and
location
Push Can Help Deliver 1:1 Communications
Increase Response Rates Slot rich push notifications
into your app so that app users can view them on their
terms.
Inbox-Only Notifications Deliver rich push messages without interrupting users. These messages can be delivered even if a user has not opted into push
Houzz provides great consumer content via
mobile app with everything needed to improve
and personalize homes from start to finish.
Email Push Notification
a few hours
after clicking
on Email and
Shopping Site
and App
The Customer Experience
THE GOOD
• 5-star mobile app to find home
improvement inspiration on the go.
• Tools and information to
complete home renovation or
decorating project.
• Uses emails and push
notifications to engage with their
audience.
THE GAP
• Content is not personalized or
relevant
• Messages not orchestrated, not
designed for different channels.
• Don’t know me because they
don’t understand we’ve spoken
before.
SOCIAL
Go Where Your Customer Are
Source: Wearesocial
So how do you take advantage of the
audience opportunity with social?
Invite your
contacts to
engage with
you via
Social
Offer
incentives for
social
engagement
Expand your reach with lookalike models
City of Melbourne Spring Fashion Week Used Facebook Lookalike Modeling to expand audience reach in highly targeted
segments, optimize conversions and create ambassadors to build customer loyalty.
15% increase in live event ticket sales compared to last
year using Facebook ads without Social Audiences. 150K Potential new visitors
identified via social media
Thank You
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