This document summarizes a presentation about personalizing marketing interactions. It discusses how customers now expect personalized, real-time interactions across channels given their use of mobile devices and online research. However, many marketers still struggle with personalization and rely on basic techniques. The presentation recommends marketers prioritize personalization by focusing on data, technology, channels and customer experience to better understand customers and meet their expectations of relevant, personalized interactions.
2. Speakers
Srividya Sridharan
Research Director - Customer Insights
Forrester
Eric Tobias
Vice President, Predictive & Data Analytics
Salesforce ExactTarget Marketing Cloud
3. Agenda
• Customer’s New Expectations and How Brands Should React
• 6 main Components of the Customer Journey
• Research and Recommendations for Next Steps in Personalization
• Empowered Customers Disrupt Traditional Marketing
• Personalizing Real-time Interactions Continues To Perplex Marketers
• Prioritize Personalization With Real-time Technology And Automation
• Recommendations
• Q&A
4.
5. Everyone is using
technology in almost every
situation these days…
And your consumers are no
exception
6. 51% of All Emails Sent are Now
Opened and Read on a Mobile Device.
Source: Return Path, 2014
7. 77% of
consumers
research products
via their
smartphone.
Source: Google - “Our Mobile Planet” Report, 2014
26. The age of the customer
A 20-year business cycle in which the
A 20-year business cycle in which the
most successful enterprises will
reinvent themselves to systematically
understand and serve increasingly
understand and serve increasingly
powerful customers
powerful customers
Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report
35. Traditional analytical methods personalize
binary, one-dimensional customer behavior...
PURCHASE &
RESPONSE
Source: March 2013 “The Future Of Customer Data Management” Forrester report
CONTEXT
Internal
Data
36. …and only partially deliver insights to across
the customer lifecycle.
ENGAGE
ASK
DISCOVER
EXPLORE
USE BUY
52. 27
LAST CLICK
Crewneck Sweater
Blue items
Items on sale
AGE
CHANNEL AFFINITY
Visits site weekly via promo email
Typically buys via search
…to Segments of 1
BRIAN
53. We Have Always Personalized the Customer
Experience
Retail
Associate
Financial
Services
Travel
64. Upcoming Webinars:
Making a Great First Impression: Unforgettable
Onboarding Techniques
September 4th @ 12:00 pm EDT
#ETWEBINARS
7 Ways to Enrich Your Email Marketing with Predictive
Intelligence
September 11th @ 12:00 pm EDT
Register at: http://www.exacttarget.com/resource-center/events-webinars
65. Experience Digital Marketing Like Never Before
Join the journey at Connections 2014—transforming customer
interactions into exceptional brand experiences for your business
For one incredible week, the world’s best marketers come together to:
Explore emerging
connected
technologies
Hear from the
brightest innovators
and biggest brands
Experience
world-class education
and entertainment
September 23-25
exacttarget.com/connections