The document discusses digital engagement and customer lifecycles. It explains that successful engagement requires understanding customers at different stages (leads, buyers, defecting) and treating them appropriately. Predictive technologies can help close the gap between a "1-to-1 dream" of personalized engagement and reality. The document provides examples of how product recommendations on websites, in emails and on other pages can significantly increase customer engagement and revenue. A case study shows how personalized recommendations increased click-through rates and conversions for a restaurant review site. The key takeaways are that digital engagement requires understanding customer stages and communicating across channels in a personalized way using predictive technologies.

1. 360°Digital Engagement:
Email, Web & Display
Ohad Hecht
Regional Managing Director, APAC
Emarsys

2. Today You Will Learn

3. • Leading emarsys APAC
• Experienced marketer in different
industries
• Living in Asia since 2003
• All around digital marketing
experience: e-Commerce, SEO,
PPC, social, email, web, etc.
• Working with many famous brands
across the world
About Me

4. Agenda
• Who is the customer and what is digital
engagement (Who, How, What, When)?
• Digital marketing in a nutshell – AKA your job
• What are the obstacles in achieving 1-to-1
marketing?
• Predictive marketing to the rescue
• Examples and case studies

5. What is
customer
engagement?

6. What
contentfits
thecustomer?
When
toreach
thecustomer?
How
toreach
thecustomer?
Who
isthe
customer?
MULTI CHANNEL
Email, Mobile, Social,
Web
MARKETING
AUTOMATION
RECOMMENDATION &
PERSONALISATION
CUSTOMER
INTELLIGENCE
What do Marketers Need to Answer?
4 Key Questions For Successful Customer Engagement

7. The 1-to-1 dream and the reality

8. How to close the gap &
achieve customer
engagement?

9. 3 forces of the customer lifetime management
Leads First-time
Buyers
Active
Buyers
StagesDefecting Customers
1
Higher conversion rate &
Quicker conversion
2
Increase revenue per customer &
strenghten retention
3
Winback churning
Customer lifecycle
Improved through
Customer Engagement
Revenue

10. We should not treat them the same!
Leads First-time
Buyers
Active
Buyers
Defecting
Customers
Hot & High Potential Lead & Churning Gold Buyer
We should not
treat them the
same!
Stages
Revenue
• Male, 25 years old
• Browsed website 3x in last 7 days
• Interested in expensive suits &
coats
 HIGH eRFM POTENTIAL
• Female, 35 years old
• Avg. Purchase value €600
• Last Purchase >180 days
 HIGH FM SCORE

11. Predictive marketing/Recommendations
Systems…..that seek to predict the 'rating' or 'preference'
that user would give to an item. Recommender systems
have become extremely common in recent years, and are
applied in a variety of applications”. (Wikipedia)
Digital hugging
Web, Email, Display

12. Dynamic recommendation
widgets in real-time.
Boost website conversions
and sales.
Automatically personalize
every email you send.
Recommend products to
people.
DisplayAd
Retargetng
Website
Recommender
Email
Recommender
Retargeting keeps track of
your website visitors and
displays your ad to them as
they visit other sites.
Applications of product recommendations

13. “Up to 20% of retailers revenue
could be attributed to product
recommendations”
“15% of consumers explicitly
admitted that they purchased
when they saw
recommendations on a page”.
(Forrester, 2010)
What percentage of revenue can be attributed to
product recommendations?
Why do they work?

14. According to a Forrester report,
62% of online customers that
notice recommendations,
purchase a recommended
product.

15. The most
meaningful
interaction
with the customers is
on the website
10x more user data
generated on the
website compared to
email alone
The website is
always the most
up-to-date
point of expressing
interest
Challenge:
How can the website data be utilized
to automatically create unique and personalized content
across various marketing channels?
The website – the best source of data

16. Ah, I have Google analytics for that. Well
do you?
VS
Google Analytics?

17. Predictive marketing /
Recommendations
Examples

18. “Recommended for You”
PERSONAL widget targets visitors based on their recorded affinities
• Welcome display for
returning visitors
• Virtual shop assistant
• Average performance:
8% CTR
2.4% of total sales
PERSONAL
Website recommendation – homepage personalization

19. “Similar / Related Items”
RELATED widget offers cross- & up-sell products
• “Bread and butter widget
used by all merchants
• Generates 4%-10% of
total revenue
• Increases engagement,
average CTR 10%
RELATED
Website recommendations - product page I

20. “May also interest you”
CART widget offers cross- and up-sell products according to the
combination of items in cart
• Leads users back to store,
average CTR 4%
• Generates 2%-3%
of total revenue CART
Website recommendations – cart page

21. Case Study/Square Meal

22. • UK’s leading guide to restaurants & bars
• 2 print titles
• Website, mobile site & apps
• 11,000 restaurants, 8,000 venues
• Active database of 250,000 users
Square Meal Background
About Square Meal

23. RELATED widget offers cross &
up-sell products
• Bread and butter widget
used by all merchants
• Generates 4%-10% of
total revenue
• Average CTR 10%
(benchmark)
• Square Meal: 4% of all
website bookings
revenue is generated by
the web widget.
Similar/related items

24. Square Meal Results
from Predict
• 43% higher click
through rate when
Square Meal’s emails
have recommendations
• More customers can
discover new
restaurants and fewer
leave without booking
• 4 times more likely to
convert.

25. Move The Needle

26. Move The Needle
Register to, and interact with: TripAdvisor, Pandora, Netflix or LinkedIn.
Let their algorithm kick in, and after 3-4 weeks, you’ll be in a position
to know if they really engaging you. Look at:
1. Who: do they treat you based on where you are in the lifecycle?
2. When: is the communication fits the stage you are in?
3. What: is the content relevant to you (1-to-1), or is it one size fits
all?
4. How: do they communicate with you in different channels?
Are you digitally engaged?

27. 1. Know your customers’ stage
2. Engage your clients in all channels
3. Personalize your brand experience
4. Predictive technologies increases your clients
engagement
5. Remember: digital marketing = online sales.
Manage the 3 lifecycle management forces in
order to increase CLTV
Key Takeaways

28. www.onlinemarketinginstitute.org
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