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© 2016 eMarketer Inc.
Loyalty Marketing: Creating
Stickiness in a Mobile World
Yory Wurmser
Retail Analyst
January 28, 2016
Made possible by
© 2016 eMarketer Inc.
Agenda
 Trends in loyalty marketing
 Drivers of consumer loyalty
 Mobile’s effects on customer expectations
 Tactics to communicate with loyal customers
© 2016 eMarketer Inc.
Trends in Loyalty Marketing
© 2016 eMarketer Inc.
Three major trends in loyalty marketing:
 Companies are spending more on loyalty programs
 Loyalty program membership is growing
 Active loyalty program membership is decreasing
© 2016 eMarketer Inc.
1. Companies
are spending
more on
loyalty
programs
© 2016 eMarketer Inc.
Increased spending on loyalty in part reflects a
better understanding of customer retention
 Over a third of marketing
executives see improved
visibility of customer
retention and lifetime
value (LTV)
© 2016 eMarketer Inc.
Better CRM and analytics capabilities allow for a
broad range of applications for loyalty data
 Leading use of
loyalty data is in
marketing
campaigns
© 2016 eMarketer Inc.
Loyalty marketing produces better results than
acquisition marketing
“We have found most marketers do
best when they spend about 70%
of their marketing dollars talking
to actual buyers, 20% of those dollars
talking to people new to the brand and the
remaining 10% on people that just happen
onto their website that they’ve never tried
to acquire.”
—Ric Elert, President, Conversant
© 2016 eMarketer Inc.
Loyalty is fleeting for the majority of customers
 Less than half
of customers
stayed loyal to
US CPG brands
over the course
of a year
© 2016 eMarketer Inc.
Levels of loyalty vary only slightly by age cohort
 Baby boomers
are slightly less
loyal to brands
than millennials
© 2016 eMarketer Inc.
Roughly
75% of US
loyalty card
holders say
they are more
likely to shop
at stores that
offer loyalty
points
© 2016 eMarketer Inc.
Four reasons for increased marketer spending on
loyalty programs:
1. Better CRM and analytics systems make the data
benefits for businesses larger
2. Better capabilities in targeting customers directly
3. Better understanding of the importance of retention
marketing
4. Programs succeed at drawing people into stores
© 2016 eMarketer Inc.
2. Loyalty program membership is growing
 In 2014, there
were 3.3 billion
memberships in
the US—roughly
10 per resident
© 2016 eMarketer Inc.
Rising loyalty
program
membership
is occurring
across most
sectors
© 2016 eMarketer Inc.
Two reasons for increased loyalty program
membership:
1. Companies are spending more to establish programs
and entice users to join
2. Signing up has become easier with mobile apps and
point-of-sale (POS) systems
© 2016 eMarketer Inc.
Two reasons for increased loyalty program
membership:
1. Companies are spending more to establish programs
and entice users to join
2. Signing up has become easier with mobile apps and
point-of-sale (POS) systems
NEITHER HAS TO DO WITH TRUE CUSTOMER LOYALTY
© 2016 eMarketer Inc.
3. Active participation in programs is falling
 In 2014, 71.5%
of US loyalty
program
memberships
were “active”
 In 2015, it was
roughly 50%
© 2016 eMarketer Inc.
Drivers of Consumer Loyalty
© 2016 eMarketer Inc.
Loyalty is a product of two components:
Value
$
 Transactional
 Rational
Customer Experience
 At points of engagement
 Emotional
© 2016 eMarketer Inc.
The value side is important: Discounts are a cost
of entry
“There are certainly
rising expectations
today around
discounting as the
cost of entry for
loyalty programs.”
—Jeff Berry, Research
Director, Colloquy
“Never discount …
the transactional
side. While it is
perhaps not the most
important thing, it is
still a very important
concept and a part of
most every program
out there.”
—Geoff Smith, CMO,
CrowdTwist
© 2016 eMarketer Inc.
Saving money is the most common reason for
joining a loyalty program, including for millennials
© 2016 eMarketer Inc.
But discounts without a deeper connection
actually reduce loyalty
“For far too long, ‘loyalty programs’ have
really just been a mechanism for distributing
price discounts, which really has virtually
nothing to do with loyalty. It frankly can
create precisely the opposite
behavior of loyalty. It can create loyalty
to the lowest price, wherever that lowest
price can be found.
—Katie Casavant, CEO, Kantar Shopcom
© 2016 eMarketer Inc.
Consumers
join loyalty
programs for
discounts,
stay for
relevance of
rewards and
simplicity
© 2016 eMarketer Inc.
Loyalty is an emotional state and depends on the
customer experience
“Loyalty is an emotional state. The way to
drive real loyalty is to create
engagement through experiences.
… Consumers are looking for a seamless
and pleasant experience with companies,
more than they’re looking for some kind of
future discounts.”
—Mark Taylor, Senior Vice President, Digital
Customer Experience, Capgemini Consulting
© 2016 eMarketer Inc.
Four key elements of an engaging experience:
1. Relevant offers
2. Alignment with lifestyles
3. Exclusivity
4. Gamification
© 2016 eMarketer Inc.
1. Relevance: People expect an even value
exchange for their data
“A huge frustration for customers [is that]
they’ve given you all this data. They’ve
stated they’re interested in your brand.
They’re shopping physically there and
they’re willing to download an app and opt in
to the various relationships with you, and
you’re still not using the data.”
—Gabe Weiss, Digital Customer Experience
Strategy Lead, SapientNitro
© 2016 eMarketer Inc.
Lack of relevance is the biggest complaint about
loyalty programs
© 2016 eMarketer Inc.
2. Alignment
with lifestyle
© 2016 eMarketer Inc.
Successful loyalty programs align benefits with
brand positioning
© 2016 eMarketer Inc.
‘Aspirational’ consumers want brands aligned
with their values
“Aspirationals are most driven to the
brands that are delivering
innovation, embedding purpose and
positive impact ... in a way that is on
performance or better, and on price parity or
better. It informs purchase decisions,
purchase intent, loyalty and evangelism.”
—Raphael Bemporad, Founding Partner and Chief
Strategy Officer, BBMG
© 2016 eMarketer Inc.
Significant portion of consumers want programs
to align with their personal values
Percentage of internet users in North America who
consider donations to charities an important loyalty
program benefit:
Millennials: 30.0%
Gen X: 30.0%
Baby Boomers: 31.5%
Source: CrowdTwist, June 2015
© 2016 eMarketer Inc.
Brands increasingly incorporate social
responsibility into branding—and loyalty
Source: Toms.com
© 2016 eMarketer Inc.
3. Exclusivity: Strongest impact with younger
consumers
25%
of millennials joined a program in the past year to attend a
members-only event, compared with 16% for the US
population
Source: Colloquy
© 2016 eMarketer Inc.
Pepsi lets members cash in points for exclusive
experiences
 Members can earn
points for hanging out
with other members
 Members get access
to exclusive events,
concerts and trips
Source: iTunes
© 2016 eMarketer Inc.
4. Gamification: Turning participation into the
reward
“[Loyalty marketing] needs to really help you
create that sense of accomplishment and
that sense of progress, and give you
meaningful feedback, but most programs
these days don’t because they’re
essentially the same, exact
program over, and over again.”
—Ankit Shah, Managing Director, Dopamine
© 2016 eMarketer Inc.
Starbucks and
Target create
loyalty
experiences
that reward
participation
Starbucks Target
Source: iTunes Source: Cartwheel app
© 2016 eMarketer Inc.
Mobile’s Effect on
Consumer Expectations
© 2016 eMarketer Inc.
1. Consistent experience across channels
67%
of US consumers in an iVend study said that it was “very
important” or “somewhat important” for retailers to have
an integrated view of them across channels
Source: iVend, December, 2015
© 2016 eMarketer Inc.
2. Immediacy
 Real-time reward
redemption can run as
high as 70% to 80%, a
figure that drops in half
when it’s offered in a
follow-up email two hours
later (Source: Ifeelgoods)
“Customers are willing
to even pay more in
points than they
typically would in order
to receive them
instantly.”
—Sean Claessen,
Executive Vice President,
Strategy,
Bond Brand Loyalty
© 2016 eMarketer Inc.
3. Real-time relevance
“The messages we deliver with the highest
engagement rates are those data-driven
messages that have a personalized
context, that are based on both the
historical profile of the customer
and what are they doing in real
time.”
—Lars Albright, CEO, SessionM
© 2016 eMarketer Inc.
Mobile Loyalty Channels
© 2016 eMarketer Inc.
1. Email: Still the leading channel for loyalty
marketing
 Nearly three times
as many US
retailers use email
marketing as offer
official loyalty
programs
© 2016 eMarketer Inc.
Majority of
smartphone
owners use email
daily on their
phones
© 2016 eMarketer Inc.
Dynamic content is gaining traction in email
marketing
32%
of US marketers use dynamic content
Source: The Relevance Group, December 2014
© 2016 eMarketer Inc.
Email works well when geared toward personal
preferences and points in the customer lifecycle
“The odds of opening an email right then when you’re
at the store is probably a little lower than a push
notification on a smartphone. [But] keeping that
overall customer lifecycle in mind and the
touchpoints that you’re creating along the way, I don’t
think it necessarily takes away from the power that
email has.”
—Cynthia Price, Director of Marketing, Emma
© 2016 eMarketer Inc.
2. Loyalty apps:
More than a
third of US
smartphone
users planned to
use apps to link
to a loyalty
account for
holiday shopping
© 2016 eMarketer Inc.
Most consumers do not use a retailer app
25%
of US internet users use a retailer app (excluding Amazon)
Source: TSYS, June 2015
© 2016 eMarketer Inc.
It’s very hard for retailers to break into
consumers’ app rotation
 The largest
share of US
smartphone
owners use only
four to six apps
per day
© 2016 eMarketer Inc.
3. Mobile wallets: Simplified loyalty membership
management and wide-scale push platform
“In terms of adoption, we are hoping that it’s
much easier to get people on board with
passes [than apps] because they don’t
have to download anything. It’s one
touch. These are people who have already
opted in to email, so this is just incremental.”
—Jonathan Wall, CTO and Co-Founder, Index
© 2016 eMarketer Inc.
A majority of US smartphone owners express an
interest in storing loyalty cards in mobile wallets
© 2016 eMarketer Inc.
Mobile wallets are still early in their adoption life
cycle
© 2016 eMarketer Inc.
4. Social
media: Nearly
a third of US
loyalty card
members
follow the
brand on
social media
© 2016 eMarketer Inc.
Social
networks
draw the
biggest share
of US users’
time spent
with mobile
apps
© 2016 eMarketer Inc.
Facebook Messenger has added new business
messaging tools
“This is a unique
opportunity for businesses
to interact with
people both where
they’re already
spending their time
and … also in this context
of one to one.”
— Benji Shomair, Director of
Product Marketing for Pages,
Facebook
Source: Facebook
© 2016 eMarketer Inc.
5. Clienteling
 Only 6% of
retailers in
North America
can identify a
customer on
store entry, but
nearly 40%
expect to be
able to by
mid-2017
© 2016 eMarketer Inc.
Many consumers want more in-store
personalization
23%
of North American consumers wish the personalized experience
they have online could be replicated in-store
Source: iVend, December 2015
© 2016 eMarketer Inc.
Recap
 Marketers are spending more on shoring up the loyalty of fickle
customers
 Loyalty program membership is increasing, but active
participation is decreasing
 Although value considerations are important, lasting loyalty is a
more emotional connection
 Mobile has raised consumer expectations for channel
consistency, immediacy and real-time relevance
 Email is the leading loyalty channel, but apps, mobile wallets,
social media, and mobile-enabled clienteling can deliver real-
time engagement
Built On
Often challenges with executing loyalty
strategies get in a marketer’s way…
Silverpop Customers Drive Personalized
Interaction Strategies Every Day
• CRM Synch
• Data Integrations
• Useable Insights
• Capturing Behaviors
• Scoring Activity
• Segmenting Individuals
• Organized Content
• Dynamic Rulesets
• Marketing Automation
 Getting access to critical data
 Building a single view of the customer
 Delivering relevant content to each customer
 Providing a consistent customer experience
 Interacting with customers in real time
Client Case Studies
 Synching CRM Systems
 Develop Contact Insights
 Leverage Marketing Automation
 Implement Web Tracking
 Listen to Customer Behaviors
 Create Scoring Models
See For Yourself…
Silverpop.com/behavioral-marketing
Quickly design and automate consistent
cross-channel experiences
Make better decisions and deepen customer
engagement with purpose-built analytics
Increase marketing agility with a platform
that easily integrates with other customer
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Gain faster time to ROI through a
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solutions built on Silverpop Engage
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you can:
Agility to Innovate
Analytics for Impact
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The IBM Marketing Cloud built on
Silverpop Engage
ibmmarketingcloud.com
or silverpop.com
Thank You
© 2016 eMarketer Inc.
Learn more about digital marketing with an
eMarketer corporate subscription
Around 200 eMarketer reports are published
each year. Here are some recent reports you
may be interested in:
Q&A Session
Made possible by
You will receive an email tomorrow
with a link to view the deck and
webinar recording.
To learn more: www.emarketer.com/products
800-405-0844 or webinars@emarketer.com
Yory Wurmser
Loyalty Marketing: Creating
Stickiness in the Mobile World
 Beacons for Retailers: Beyond the Hype
 Loyalty Marketing: Creating Stickiness in a Distracted World
(Forthcoming, February 8, 2016)
 Retail Email Marketing: Benchmarks and Trends in the US
 US Mcommerce 2015: eMarketer’s Forecast and Trends

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eMarketer Webinar: Loyalty Marketing—Creating Stickiness in a Mobile World

  • 1. © 2016 eMarketer Inc. Loyalty Marketing: Creating Stickiness in a Mobile World Yory Wurmser Retail Analyst January 28, 2016 Made possible by
  • 2. © 2016 eMarketer Inc. Agenda  Trends in loyalty marketing  Drivers of consumer loyalty  Mobile’s effects on customer expectations  Tactics to communicate with loyal customers
  • 3. © 2016 eMarketer Inc. Trends in Loyalty Marketing
  • 4. © 2016 eMarketer Inc. Three major trends in loyalty marketing:  Companies are spending more on loyalty programs  Loyalty program membership is growing  Active loyalty program membership is decreasing
  • 5. © 2016 eMarketer Inc. 1. Companies are spending more on loyalty programs
  • 6. © 2016 eMarketer Inc. Increased spending on loyalty in part reflects a better understanding of customer retention  Over a third of marketing executives see improved visibility of customer retention and lifetime value (LTV)
  • 7. © 2016 eMarketer Inc. Better CRM and analytics capabilities allow for a broad range of applications for loyalty data  Leading use of loyalty data is in marketing campaigns
  • 8. © 2016 eMarketer Inc. Loyalty marketing produces better results than acquisition marketing “We have found most marketers do best when they spend about 70% of their marketing dollars talking to actual buyers, 20% of those dollars talking to people new to the brand and the remaining 10% on people that just happen onto their website that they’ve never tried to acquire.” —Ric Elert, President, Conversant
  • 9. © 2016 eMarketer Inc. Loyalty is fleeting for the majority of customers  Less than half of customers stayed loyal to US CPG brands over the course of a year
  • 10. © 2016 eMarketer Inc. Levels of loyalty vary only slightly by age cohort  Baby boomers are slightly less loyal to brands than millennials
  • 11. © 2016 eMarketer Inc. Roughly 75% of US loyalty card holders say they are more likely to shop at stores that offer loyalty points
  • 12. © 2016 eMarketer Inc. Four reasons for increased marketer spending on loyalty programs: 1. Better CRM and analytics systems make the data benefits for businesses larger 2. Better capabilities in targeting customers directly 3. Better understanding of the importance of retention marketing 4. Programs succeed at drawing people into stores
  • 13. © 2016 eMarketer Inc. 2. Loyalty program membership is growing  In 2014, there were 3.3 billion memberships in the US—roughly 10 per resident
  • 14. © 2016 eMarketer Inc. Rising loyalty program membership is occurring across most sectors
  • 15. © 2016 eMarketer Inc. Two reasons for increased loyalty program membership: 1. Companies are spending more to establish programs and entice users to join 2. Signing up has become easier with mobile apps and point-of-sale (POS) systems
  • 16. © 2016 eMarketer Inc. Two reasons for increased loyalty program membership: 1. Companies are spending more to establish programs and entice users to join 2. Signing up has become easier with mobile apps and point-of-sale (POS) systems NEITHER HAS TO DO WITH TRUE CUSTOMER LOYALTY
  • 17. © 2016 eMarketer Inc. 3. Active participation in programs is falling  In 2014, 71.5% of US loyalty program memberships were “active”  In 2015, it was roughly 50%
  • 18. © 2016 eMarketer Inc. Drivers of Consumer Loyalty
  • 19. © 2016 eMarketer Inc. Loyalty is a product of two components: Value $  Transactional  Rational Customer Experience  At points of engagement  Emotional
  • 20. © 2016 eMarketer Inc. The value side is important: Discounts are a cost of entry “There are certainly rising expectations today around discounting as the cost of entry for loyalty programs.” —Jeff Berry, Research Director, Colloquy “Never discount … the transactional side. While it is perhaps not the most important thing, it is still a very important concept and a part of most every program out there.” —Geoff Smith, CMO, CrowdTwist
  • 21. © 2016 eMarketer Inc. Saving money is the most common reason for joining a loyalty program, including for millennials
  • 22. © 2016 eMarketer Inc. But discounts without a deeper connection actually reduce loyalty “For far too long, ‘loyalty programs’ have really just been a mechanism for distributing price discounts, which really has virtually nothing to do with loyalty. It frankly can create precisely the opposite behavior of loyalty. It can create loyalty to the lowest price, wherever that lowest price can be found. —Katie Casavant, CEO, Kantar Shopcom
  • 23. © 2016 eMarketer Inc. Consumers join loyalty programs for discounts, stay for relevance of rewards and simplicity
  • 24. © 2016 eMarketer Inc. Loyalty is an emotional state and depends on the customer experience “Loyalty is an emotional state. The way to drive real loyalty is to create engagement through experiences. … Consumers are looking for a seamless and pleasant experience with companies, more than they’re looking for some kind of future discounts.” —Mark Taylor, Senior Vice President, Digital Customer Experience, Capgemini Consulting
  • 25. © 2016 eMarketer Inc. Four key elements of an engaging experience: 1. Relevant offers 2. Alignment with lifestyles 3. Exclusivity 4. Gamification
  • 26. © 2016 eMarketer Inc. 1. Relevance: People expect an even value exchange for their data “A huge frustration for customers [is that] they’ve given you all this data. They’ve stated they’re interested in your brand. They’re shopping physically there and they’re willing to download an app and opt in to the various relationships with you, and you’re still not using the data.” —Gabe Weiss, Digital Customer Experience Strategy Lead, SapientNitro
  • 27. © 2016 eMarketer Inc. Lack of relevance is the biggest complaint about loyalty programs
  • 28. © 2016 eMarketer Inc. 2. Alignment with lifestyle
  • 29. © 2016 eMarketer Inc. Successful loyalty programs align benefits with brand positioning
  • 30. © 2016 eMarketer Inc. ‘Aspirational’ consumers want brands aligned with their values “Aspirationals are most driven to the brands that are delivering innovation, embedding purpose and positive impact ... in a way that is on performance or better, and on price parity or better. It informs purchase decisions, purchase intent, loyalty and evangelism.” —Raphael Bemporad, Founding Partner and Chief Strategy Officer, BBMG
  • 31. © 2016 eMarketer Inc. Significant portion of consumers want programs to align with their personal values Percentage of internet users in North America who consider donations to charities an important loyalty program benefit: Millennials: 30.0% Gen X: 30.0% Baby Boomers: 31.5% Source: CrowdTwist, June 2015
  • 32. © 2016 eMarketer Inc. Brands increasingly incorporate social responsibility into branding—and loyalty Source: Toms.com
  • 33. © 2016 eMarketer Inc. 3. Exclusivity: Strongest impact with younger consumers 25% of millennials joined a program in the past year to attend a members-only event, compared with 16% for the US population Source: Colloquy
  • 34. © 2016 eMarketer Inc. Pepsi lets members cash in points for exclusive experiences  Members can earn points for hanging out with other members  Members get access to exclusive events, concerts and trips Source: iTunes
  • 35. © 2016 eMarketer Inc. 4. Gamification: Turning participation into the reward “[Loyalty marketing] needs to really help you create that sense of accomplishment and that sense of progress, and give you meaningful feedback, but most programs these days don’t because they’re essentially the same, exact program over, and over again.” —Ankit Shah, Managing Director, Dopamine
  • 36. © 2016 eMarketer Inc. Starbucks and Target create loyalty experiences that reward participation Starbucks Target Source: iTunes Source: Cartwheel app
  • 37. © 2016 eMarketer Inc. Mobile’s Effect on Consumer Expectations
  • 38. © 2016 eMarketer Inc. 1. Consistent experience across channels 67% of US consumers in an iVend study said that it was “very important” or “somewhat important” for retailers to have an integrated view of them across channels Source: iVend, December, 2015
  • 39. © 2016 eMarketer Inc. 2. Immediacy  Real-time reward redemption can run as high as 70% to 80%, a figure that drops in half when it’s offered in a follow-up email two hours later (Source: Ifeelgoods) “Customers are willing to even pay more in points than they typically would in order to receive them instantly.” —Sean Claessen, Executive Vice President, Strategy, Bond Brand Loyalty
  • 40. © 2016 eMarketer Inc. 3. Real-time relevance “The messages we deliver with the highest engagement rates are those data-driven messages that have a personalized context, that are based on both the historical profile of the customer and what are they doing in real time.” —Lars Albright, CEO, SessionM
  • 41. © 2016 eMarketer Inc. Mobile Loyalty Channels
  • 42. © 2016 eMarketer Inc. 1. Email: Still the leading channel for loyalty marketing  Nearly three times as many US retailers use email marketing as offer official loyalty programs
  • 43. © 2016 eMarketer Inc. Majority of smartphone owners use email daily on their phones
  • 44. © 2016 eMarketer Inc. Dynamic content is gaining traction in email marketing 32% of US marketers use dynamic content Source: The Relevance Group, December 2014
  • 45. © 2016 eMarketer Inc. Email works well when geared toward personal preferences and points in the customer lifecycle “The odds of opening an email right then when you’re at the store is probably a little lower than a push notification on a smartphone. [But] keeping that overall customer lifecycle in mind and the touchpoints that you’re creating along the way, I don’t think it necessarily takes away from the power that email has.” —Cynthia Price, Director of Marketing, Emma
  • 46. © 2016 eMarketer Inc. 2. Loyalty apps: More than a third of US smartphone users planned to use apps to link to a loyalty account for holiday shopping
  • 47. © 2016 eMarketer Inc. Most consumers do not use a retailer app 25% of US internet users use a retailer app (excluding Amazon) Source: TSYS, June 2015
  • 48. © 2016 eMarketer Inc. It’s very hard for retailers to break into consumers’ app rotation  The largest share of US smartphone owners use only four to six apps per day
  • 49. © 2016 eMarketer Inc. 3. Mobile wallets: Simplified loyalty membership management and wide-scale push platform “In terms of adoption, we are hoping that it’s much easier to get people on board with passes [than apps] because they don’t have to download anything. It’s one touch. These are people who have already opted in to email, so this is just incremental.” —Jonathan Wall, CTO and Co-Founder, Index
  • 50. © 2016 eMarketer Inc. A majority of US smartphone owners express an interest in storing loyalty cards in mobile wallets
  • 51. © 2016 eMarketer Inc. Mobile wallets are still early in their adoption life cycle
  • 52. © 2016 eMarketer Inc. 4. Social media: Nearly a third of US loyalty card members follow the brand on social media
  • 53. © 2016 eMarketer Inc. Social networks draw the biggest share of US users’ time spent with mobile apps
  • 54. © 2016 eMarketer Inc. Facebook Messenger has added new business messaging tools “This is a unique opportunity for businesses to interact with people both where they’re already spending their time and … also in this context of one to one.” — Benji Shomair, Director of Product Marketing for Pages, Facebook Source: Facebook
  • 55. © 2016 eMarketer Inc. 5. Clienteling  Only 6% of retailers in North America can identify a customer on store entry, but nearly 40% expect to be able to by mid-2017
  • 56. © 2016 eMarketer Inc. Many consumers want more in-store personalization 23% of North American consumers wish the personalized experience they have online could be replicated in-store Source: iVend, December 2015
  • 57. © 2016 eMarketer Inc. Recap  Marketers are spending more on shoring up the loyalty of fickle customers  Loyalty program membership is increasing, but active participation is decreasing  Although value considerations are important, lasting loyalty is a more emotional connection  Mobile has raised consumer expectations for channel consistency, immediacy and real-time relevance  Email is the leading loyalty channel, but apps, mobile wallets, social media, and mobile-enabled clienteling can deliver real- time engagement
  • 59. Often challenges with executing loyalty strategies get in a marketer’s way… Silverpop Customers Drive Personalized Interaction Strategies Every Day • CRM Synch • Data Integrations • Useable Insights • Capturing Behaviors • Scoring Activity • Segmenting Individuals • Organized Content • Dynamic Rulesets • Marketing Automation  Getting access to critical data  Building a single view of the customer  Delivering relevant content to each customer  Providing a consistent customer experience  Interacting with customers in real time
  • 60. Client Case Studies  Synching CRM Systems  Develop Contact Insights  Leverage Marketing Automation  Implement Web Tracking  Listen to Customer Behaviors  Create Scoring Models See For Yourself… Silverpop.com/behavioral-marketing
  • 61. Quickly design and automate consistent cross-channel experiences Make better decisions and deepen customer engagement with purpose-built analytics Increase marketing agility with a platform that easily integrates with other customer data sources and applications Gain faster time to ROI through a comprehensive set of cloud-based marketing solutions built on Silverpop Engage With Silverpop & IBM Marketing Cloud you can:
  • 62. Agility to Innovate Analytics for Impact A New Way to Work The IBM Marketing Cloud built on Silverpop Engage
  • 64. © 2016 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Yory Wurmser Loyalty Marketing: Creating Stickiness in the Mobile World  Beacons for Retailers: Beyond the Hype  Loyalty Marketing: Creating Stickiness in a Distracted World (Forthcoming, February 8, 2016)  Retail Email Marketing: Benchmarks and Trends in the US  US Mcommerce 2015: eMarketer’s Forecast and Trends