using one-to-one digital advertising to drive retail
TRANSCRIPT
Using one-to-one digital advertising to drive retail Leveraging loyalty and customer data for increased advertising ROI
Kevin Doyle Director, Advertising Products
[email protected] @KevinKDDoyle
2013 • 2014 • 2015 2008 • 2009 • 2010 2011 • 2012 • 2013
2014 • 2015
2011 • 2012 2013 • 2014
2015
Most innovative
companies in the world
$1.6B Q2 FY16 revenue
17K Employees
6th Largest Software Company in the World Today
Every Retailer Wants to Get Closer to Their Shoppers
Food & Drug
Quick Service Restaurants Disruptors
Department Stores
Specialty Luxury
Mass Merchants
#CNX16
"Advertising is salesmanship mass-produced. No one would bother to use advertising if he could talk to his prospects face-to-face. But he can’t." ‒ Morris Hite
Morgan Stanley http://mobile.nytimes.com/2016/04/18/business/media-websites-battle-falteringad-revenue-and-traffic.html?referer=
“In the first quarter of 2016, 85 cents of every new dollar spent in online advertising will go to Google or Facebook”
More Data Than Ever to Power Customer Journeys
Web & Apps Point of Sale Contextual CRM
of the world’s data created in the last
2 years
90%
Target actual people with ads using Social
Your E-Mail, or CRM Database Include or Exclude
First Party Data Drives Results
Salesforce Marketing Cloud, social.com data for 2015
0.54%
0.97%
Without Facebook Custom Audiences
Using Facebook Custom Audiences
Click Through Rate (CTR)
34 %
But… exporting customer data introduces new risks, and is a manual and time consuming process
Your customers, now securely matched to an audience on the
advertising network.
Resting file of customer details, unsecure on employees
computer
Your data, already in the trusted environment of
Salesforce
Automation & Security with Advertising Studio Audiences
Your customers, now securely matched to an audience on the
advertising network.
Resting file of customer details, unsecure on employees
computer
Your data, already in the trusted environment of
Salesforce
Advertising Studio Audiences
Only hashed data leaves Salesforce Automated audience updating
Trigger advertisements based on the customer journey
Powering customer journeys with tangible results
Email + ads reached 77% more
subscribers, combined were 22% more likely to purchase
Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
EMAIL OPENERS
COMBINED ADS + EMAIL
ADS ONLY
ACTIVE SUBSCRIBERS
INACTIVE SUBSCRIBERS
unique click-through rates by ad segment.
$13 for every $1 spent targeting inactives
Acquisition Engagement Re-engagement
L’Oreal increased their
Click Through Rates by 68%
Introducing, the Facebook Retail Lead Engine
In late 2015, Facebook launched Lead Gen Ads Revolutionising how brands drive leads
But… The lead gets stuck in Facebook Manual process for obtaining Leads increases the time taken to respond
Close rate
Response time
1) Daily automated send of best customers for Lookalike
Audience 2) Facebook returns new leads from Lead
Gen Ads in real time
3) Trigger Call from Sales Person
3) Trigger new Customer Journey - Email, SMS, Push Message in App, Advertisement…
4) EXCLUDE converted customers from acquisition advertising on Facebook, Google,
Instagram or Twitter
4) Send converted customers back to Facebook to find new Lookalike audiences
The self fueling Facebook Retail Lead Engine
The three quickest wins for Retail in 2016
1 2 3
Exclude existing customers from
Google PPC (where it makes sense)
Integrate advertising into your customer journeys
Acquire new customers using existing Facebook spend via the Facebook Retail Lead Gen Engine
Email open + Facebook ad = 22% more likely to convert
#1 strategy in digital for acquisition
Customers report 20-40% ad spend saving
thank y u