Salesforce ExactTarget Series Manila 2014
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Derek Laney speaks of the Future of Marketing and demonstrates the power of Salesforce ExactTarget Marketing Cloud.
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Salesforce ExactTarget Series Manila 2014
- 3. Digital Trends and the 1:1 Journey @derektweets! Derek Laney Director Product Marketing In Partnership With
- 4. 1T Connected Sensors 50B Connected Products 5B Smartphones by 2017 Social 4.5B Aggregate social users Connected Mobile Cloud 58% Faster deployment
- 6. Home
- 7. Home
- 8. Health
- 9. 2014 State of Marketing Insights from over 2,500 global marketers exacttarget.com/stateofmarketing
- 12. Marketing?
- 13. Universal Appeal The White Family -‐ SoCbank
- 15. BLAST DRIVEN PROFILE DRIVEN PERSONA DRIVEN RELEVANCE BEHAVIOR DRIVEN INTERACTION DRIVEN REVENUEGENERATION 1 : many 1 : 1 1.1% 2.8% 3.9% CONVERSIONRATE CONVERSIONRATE CONVERSIONRATE Relevance is Revenue
- 16. Top area for increased digital spending: 61% Data & Analytics #ExactTargetManila
- 17. • Combine box-data (game-play), demographics, purchase data and behaviour to get a single view • Launched personalised messaging delivered across channels • 70% increase in engagement
- 19. What if the data could drive the strategy?
- 20. Predictive Intelligence to Drive Action
- 24. Moments Matter
- 27. • Moved from Batch and Blast to Lifecycle • Triggered and Timely Communications • Huge uptick in deliverability & conversion • 10x More Productive
- 29. 1 in 3 consumers use their mobile phone to research products in-store. Cisco Internet Business Group #ExactTargetManila
- 30. We sent over 1 Billion digital messages on Cyber Monday #ExactTargetManila
- 31. Many of our retail clients experienced mobile open rates exceeding 80% #ExactTargetManila
- 32. 42% rarely/never use responsive design #ExactTargetManila
- 33. Over 48% of all email sent is opened via a mobile device Return Path #ExactTargetManila
- 34. 63% of US consumers say they delete emails immediately if they are not optimized for mobile Return Path
- 36. 46% have an app 70% don’t use location #ExactTargetManila
- 39. Mobile Commerce
- 40. The Last Mile
- 41. 12345 12345 12345 12345 WhatsApp 400M MAU WeChat 355M MAU KakaoTalk 5.2B Msg/day LINE 450M Users
- 43. ABS-‐CBN Help
- 45. 41% of consumers buy more from retailers who send personalized emails based on past buying behaviors Return Path
- 46. Facebook integra>on Requires login to Facebook User Profile Aggregates all of my site ac>vity and my status Site to Facebook Looks at Facebook friends and shows relevant reviews Knows my home city Grabs my loca>on and uses to determine flights near me Flights integra>on Scripts & loops through the relevant flights in my area Actual marke>ng The actual promo>on & reason for the email
- 47. EGOnomics
- 48. To offset a depersonalized society, consumers crave recognition of their individuality. Faith Popcorn #ExactTargetManila
- 51. Service is the New Selling five.
- 54. uber
- 55. We must move from numbers keeping score to numbers that drive better actions David Walmsley Head of Multichannel Marks & Spencer
- 56. As a digital marketing pioneer, our mission is to inspire & enable organizations to leverage digital marketing to drive phenomenal business results. digital marketing pioneer
- 57. ExactTarget Corporate Overview • Founded in 1999 • Email • Mobile (SMS/MMS, Push & Email) • Social Media • Web Experiences • Marketing Automation • Customer Data “ExactTarget brings the strongest current offering this year with intuitive campaign management, scalability, automated predictive models, collaboration tools, and an open technology platform that supports third-party development.”
- 58. Retail/CPG Travel & Hospitality Communications & Media Internet & eCommerce Technology Financial Services & Insurance Powering Success in Every Industry
- 60. Shared Customer Data Salesforce1 Customer Platform ExactTarget Marketing Cloud Sales Cloud + Pardot Service Cloud Sell to Businesses Market to Millions of Customers Service all of Your Customers + Automated, Personalized Journeys • Website • Social Media • Ads • SMS/MMS • Mobile Apps • Email Sales & Lead Management • Email Lead Nurturing • Lead Management • Opportunities & Forecasting B2B & B2C Customer Support • Cases • Knowledge Base • Agent Console Join Your Customers on a 1:1 Journey Across Marketing, Sales, and Services
- 61. Customers Are On A Journey With Your Brand
- 62. Do you know who your customers are? Do you know where they are in their journey? Are you driving an engagement strategy to move them along that journey? Are you able to measure the impact on your business goals?
- 64. The Platform for 1:1 Customer Journeys Build a Single View of the Customer Plan and Optimize the Customer Journey Deliver Personalized Content Across Every Channel and Device Measure the Impact on Your Business
- 66. “We need to better serve our current customers, and increase our share of wallet.” better serve our current customers First Purchase Repeat Purchase Loyal Customer Anonymous Browsers
- 67. ACLPV: Average Customer Lifetime Purchase Value
- 70. The Northern Trails Customer Journey #ExactTargetManila
- 71. Susan starts her journey on social media
- 72. NTO listens, engages and directs Susan to their website Brands listen for specific topics Engage with content & links Build personal relationships with customers
- 73. NTO tracks her anonymous browsing and drives personalized product recommendations Offer highly personalized product & content recommendations Guide customers through the entire shopping experience Automate thank you & loyalty programs
- 74. Deliver engaging experiences, compelling content & mobile apps Capture email, browsing behavior, location and preferences Create a robust profile with personalized information NTO converts Susan to a known contact; merging in her anonymous browsing data
- 75. Trigger personalized emails Ensure emails look great on desktop & mobile Re-engage with personalized communications that are triggered from web experiences, like an abandoned shopping cart. Susan’s profile and behavior triggers 1:1 journeys that span email, SMS, push notifications, and web content
- 76. Create highly relevant content to continue engagement Follow up with email subscribers who do not click or open emails Target customers with 1:1 paid ads based on preferences & history NTO targets ads to Susan on Facebook & Twitter
- 77. NTO sends transactional messages, like receipts and shipping alerts Thank you for your order, Susan! susiem@gmail.com Cross-sell using customer data preferences & history Maintain brand integrity with beautifully designed transactional messages Deliver automatically at the right time using multiple data sources
- 78. NTO sends Susan location-based offers Drive mobile commerce with in-app mobile alerts Trigger interactions exactly at the right place and right time Use templates to build campaigns quickly and easily
- 79. NTO even personalizes the in-store experience Get to know your customer through their social networks Recommend alternative products to items that are out of stock Inquire about past purchases to build loyalty Susie Marshall Susie Marshall 1701 John F. Kennedy Blvd Philadelphia, PA 19103
- 81. Agenda 1. Best Practice Social Media 2. Product Video: Social Studio 3. ABS-CBN Spotlight Q&A In Partnership with
- 82. Best Practice Social Media Customer Service In Partnership with On April 13th 2010 when Iceland volcano erupted and shut down flights across Europe… customers turned to social media. So did Air France KLM. Ever since then, they have been the leader in social media customer service.
- 83. Best Practice Social Media Customer Service In Partnership with KLM are the leaders in Twitter response times. They also have the highest ratio of Facebook replies vs. comments against all other brands.
- 84. Best Practice Social Media Customer Service In Partnership with KLM Airlines display live Twitter customer service response times, and update every 5 minutes.
- 85. Agenda 1. Best Practice Social Media 2. Product Video: Social Studio 3. ABS-CBN Spotlight Q&A In Partnership with
- 86. Agenda 1. Best Practice Social Media 2. Product Video: Social Studio 3. ABS-CBN Spotlight Q&A In Partnership with
- 87. ABS-CBN Spotlight with Mon Lizardo In Partnership with Ques9on and Answer: 1. What are ABS-‐CBN doing to embrace social media? 2. How were ABS-‐CBN able to opera>onalize social media in your day to day opera>ons? 3. What is next for ABS-‐CBN in the online world?