Traditional marketers are generally still stuck in ‘campaign’ mode but as customers now demand a great experience anytime anywhere, marketing should be a continuous process across the user journey based on analytics and data rather than just a one hit wonder. David, with over 12 years of experience in the eCommerce industry, will discuss marketing past vs marketing future and how ‘always on marketing’ can be done effectively across channels by combining inbound and outbound tactics.
ACM CHT Best Inspection Practices Kinben Innovation MIC Slideshare.pdf
Always on marketing
1. the right message, to the right person, at the right time
Deliver Customer Value
with ‘Always-On’
Marketing
David Bowen
EPiServer
Product Manager
2. the right message, to the right person, at the right time
Results -
+ 10X viewership / audience
+ 200%+ up-tick sales (4 weeks)
+ more loyal customer base
oreocustomer@oreo.com
web email social
3. the right message, to the right person, at the right time
Example 1 - Example 2 -
“McDonald's found that out the
hard way. The promoted tweets
received 72,000 responses… Many
of the tweets were just plain mean,
gross or, even worse for
McDonald's, hilarious. There was
enough of a negative response that
McDonald's, which did not respond
with a comment for this story,
pulled the campaign a couple of
hours post launch.” – FORTUNE
MAGAZINE, Dec. 2012
4. the right message, to the right person, at the right time
Marketing’s Past
5. the right message, to the right person, at the right time
Behaviour
Useable preferences represent
unexpressed wishes
6. the right message, to the right person, at the right time
Marketing’s Future
How
may I help
you?
22. the right message, to the right person, at the right time
Firmly Plant Yourself in Your Customers’ Shoes
23. the right message, to the right person, at the right time
The Challenge
Understand
your Customer
Your Customer
is changing
Understand
your
Organization
Changing your
Organization
24. the right message, to the right person, at the right time
Deliver the Right Experience Across
Channels
Think Connected Customers
25. the right message, to the right person, at the right time
Customers TODAY are CONNECTED
26. the right message, to the right person, at the right time
New Breed of Always-On Customer
Digitally connected and want
seamless customer experience
anytime anywhere
• You need to get to know me!
• I’m up at 4am and why aren’t
you?
• Don’t make me think
Source: PWC
27. the right message, to the right person, at the right time
The Customer Journey
Visible Trusted
Loyal
Engaged
Converted
Service
In Touch
81%
67%
46%
43%
Connected Consumers
Source: Google/Ipsos/Sterling
28. the right message, to the right person, at the right time
EMBRACE and EMPOWER Your NEW CMO
29. the right message, to the right person, at the right time
According to Bain and Co.,
a 5% increase in
CUSTOMER RETENTION
can increase a company’s
profitability by 75%.
How to THRIVE
30. the right message, to the right person, at the right time
Gartner Group statistics report
that 80% of your company’s
future revenue will come from
just 20% of your
EXISTING CUSTOMERS.
How to THRIVE
31. the right message, to the right person, at the right time
The FUNNEL is DEAD
32. the right message, to the right person, at the right time
True Customer Experience Management
• Delivering outstanding, relevant customer experience across all
channels and touch points:
• Right content / campaign / products
• Right time
• Right channel
• Right context
Consistent message and experience
Gathering Behavior, Data, Information at Every Single Touchpoint
33. the right message, to the right person, at the right time
Marketing Past Vs Marketing Future
Big, Disruptive, One-off Campaign
is OUT
Small, Relevant, Regular
Communication is IN
Campaign
37. the right message, to the right person, at the right time
WEB to EMAIL
Delivering the Right Experience Across Channels
SEARCH to MOBILE to EMAIL
SEARCH toWEB to EMAIL
EMAIL toWEB
EMAIL to MOBILE
SOCIAL toWEB to EMAIL
SOCIAL to EMAIL
SOCIAL to MOBILE
EMAIL to SOCIAL
MOBILE to EMAIL
39. the right message, to the right person, at the right time
Formulation
Pre-
commerce
Commerce
Post-
commerce
Consider
• Self-identified need
• Provoked need
Evaluate
• Value proposition
• Self actualization
Transact
• Self actualization realized
• Validation
Express
• Experience evaluation
• Product/service
performance
• Advocacy and Loyalty
Connected Customers are on a CONTINUOUS Path to Purchase
40. the right message, to the right person, at the right time
Formulation
Pre-
commerce
Commerce
Post-
commerce
Consider
• Self-identified need
• Provoked need
Evaluate
• Value proposition
• Self actualization
Transact
• Self actualization realized
• Validation
Express
• Experience evaluation
• Product/service
performance
• Advocacy and Loyalty
Connected Customers are on a CONTINUOUS Path to Purchase
41. the right message, to the right person, at the right time
Formulation
Pre-
commerce
Commerce
Post-
commerce
Consider
• Self-identified need
• Provoked need
Evaluate
• Value proposition
• Self actualization
Transact
• Self actualization realized
• Validation
Express
• Experience evaluation
• Product/service
performance
• Advocacy and Loyalty
Connected Customers are on a CONTINUOUS Path to Purchase
DNA of effective exchanges:
• Content
• Design
• Function
42. the right message, to the right person, at the right time
Connected Customers are on a CONTINUOUS Path to Purchase
Formulation
Pre-
commerce
Commerce
Post-
commerce
Consider
• Self-identified need
• Provoked need
Evaluate
• Value proposition
• Self actualization
Transact
• Self actualization realized
• Validation
Express
• Experience evaluation
• Product/service
performance
• Advocacy and Loyalty
DNA of effective exchanges:
• Content
• Design
• Function
43. the right message, to the right person, at the right time
A Different Marketing Strategy and Process
Frequency: regular and on demand
Relevance: move from broadcast message to
personalised message
Longevity: no expiry date - On-going and lives longer
45. the right message, to the right person, at the right time
Break the Silos
Web Social Email Mobile Print/Offline ….
46. the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Analytics
CRM
47. the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Analytics
CRM
How do you drive traffic?
• Organic search?
• Paid search?
• Display ad?
• Social?
• Blog?
?
Can you manage the site?
Can you personalize the experience?
Is the CRM connected?
? ?
48. the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Landing Pages
Analytics
Analytics
CRM
49. the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Landing Pages
Analytics
Analytics
CRM
How do you drive
engagement?
Is CRM connected?
Do analytics tie?
?
?
50. the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Landing Pages
Mobile Site
Analytics
Analytics
Analytics
CRM
• How do you handle
mobile traffic?
• Can you reuse content?
• Do analytics tie?
?
?
51. the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Landing Pages
Mobile Site
Analytics
Analytics
Analytics
CRM
Landing Pages
Analytics • How do you handle social
traffic?
• Can you reuse content?
• Do analytics tie?
eCommerce
• How do you
CONVERT?
• How do you drive
REVENUE?
• How do you drive
LOYALTY?
• How do you build
BRAND?
Conversion Path
Action Path
52. the right message, to the right person, at the right time
Marketing&
Behavioural
Automation
Right Platform for the New Customer
Backend Systems (ERP, Warehousing,
Fulfilment, etc.)
Web Mobile Social Email Offline / Print
3rd Party
Data
Source
CMS / Presentation / Personalisation
eCommerce
CRM
BI - Analytics - Attribution
53. the right message, to the right person, at the right time
Value of a Digital Marketing Solution
Great experience that drives loyalty and lifetime value…
• Build knowledge of your digital visitors
• Who consumes what content, when, and why?
• How can you understand their place in a journey?
• Same message on all channels
• Best brands are ruthlessly consistent
• Personalize and Contextualize across channels
• Consumers expect to find content immediately
• And formatted for their device of choice
TIP:
Be wary of Digital Marketing
Platforms that can “do it all”.
54. the right message, to the right person, at the right time
Value of a Digital Marketing Solution
• Visitors
• Personalized experience across channels
• Dynamic content
• Progressive profiling
• Marketers
• Easy to update content - usability and operational efficiencies
• View and edit across multiple screens inline
• Business empowerment - minimal technical resource involvement post launch
60. the right message, to the right person, at the right time
Website Automation…
61. the right message, to the right person, at the right time
Website Content Personalisation
62. the right message, to the right person, at the right time
Step 1 – User Visits Site
63. the right message, to the right person, at the right time
Step 2 – User Participation
64. the right message, to the right person, at the right time
Retail & E-Tail
Step 2 – User Participation
A very different experience based on industry selection
High Tech
65. the right message, to the right person, at the right time
Step 3 – Download Whitepaper
66. the right message, to the right person, at the right time
First Name
Last Name
Company
Email
Country
State
Industry
Interest
Behavior
69
What do we know now?
69. the right message, to the right person, at the right time
Known globally by our clients’ successes:
70. the right message, to the right person, at the right time
A visionary solution: MOBILE-first CONTENT & COMMERCE
73
Powering 20,000+web/mobile venues
for 5,000+clients
in 30+countries
71. the right message, to the right person, at the right time
SUCCESS STORY – Aspect Software
• Existing Marketing Automation
user
• Picked the right CMS platform,
with integration in mind.
• Picked the right eCommerce
platform with integration in mind.
• Launched an engaged,
personalized web platform in
1 MONTH
• Launched an total lifecycle, mobile
first web platform in 2 months
• Viewership in Q1 – up 250%
• Revenues in Q1 – up 78%
72. the right message, to the right person, at the right time
SUCCESS STORY – Hi-Fi Klubben
• Needed to replatform their digital
marketing platform with
eCommerce focus first.
• Community and Search key reqs.
• Over 1 million inventory items,
behaviour of repeat customers key
• After launch of first country site,
required Marketing Automation
to complete cycle
• Repeat purchasers now 75%
of business
• Turnover increased 60% since new
launch
• Mobile and Tablet purchases are
33% of sales.
73. the right message, to the right person, at the right time
Thank You!
For more details
www.episerver.com
David Bowen
EPiServer
Product Manager
David.bowen@episerver.com