Digital Marketing - IBM · PDF file...

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  • Digital Marketing:

    It’s about Evolution, not Revolution

    Gregory Burr

    IBM Watson Marketing

  • Pressure..

    http://www-935.ibm.com/services/c-suite/study/studies/cmo-study/

    CMOs think they are better prepared to manage key marketing challenges

    100% more

    18%

    36% 34%

    52%

    39%

    54%

    37%

    51%

    Data explosion The rise of social Increasing complexity

    of marketing roles and

    responsibilities

    Shifting consumer

    demographics

    2013 2015

    53% more

    38% more

    38% more

    http://www-935.ibm.com/services/c-suite/study/studies/cmo-study/ http://www-935.ibm.com/services/c-suite/study/studies/cmo-study/ http://www-935.ibm.com/services/c-suite/study/studies/cmo-study/ http://www-935.ibm.com/services/c-suite/study/studies/cmo-study/ http://www-935.ibm.com/services/c-suite/study/studies/cmo-study/ http://www-935.ibm.com/services/c-suite/study/studies/cmo-study/ http://www-935.ibm.com/services/c-suite/study/studies/cmo-study/

  • …..but still have some work to do

    Econsultancy Study: The Consumer Conversation –

    The experience void between brands and their customers

    Relevant Communications

    47% of brands say they have a

    ―strong capability‖ for providing

    Relevant communications

    35% of consumers say communications

    From their favorite brands are

    Usually relevant

    while only

    … … ???

    ???

  • Mobile is only making things more complex

    Mobile is a

    touch point in

    all customer

    journeys today.

    It must be

    orchestrated with

    the overall

    customer

    experience.

    Your

    customer

    is always

    mobile.

  • And DATA adds yet another level of complexity

    There

    is so much

    of it

    How do we

    make sure we

    are effectively

    leveraging it?

    It’s the

    foundation for

    everything that

    we do

  • So we have thousands of marketing tech solutions to

    choose from, mobile customers expecting brands to be

    ready to serve their needs 24/7, data overload, soaring

    expectations from business leaders and customers alike

    – how in the world do we begin to tackle this?

  • It’s about evolution not revolution

    • Getting better at what you are already doing

    • Incorporating new ways of engaging

    • Incorporating new technologies that allow you to leverage new

    channels effectively while supporting the ones you are already

    engaged in (because no single platform can give you everything you

    need).

    • Doing that all in a step-by-step manner that allows you to adopt the

    technology easily.

  • DATA

  • DATA has really become the center of our digital universe

    DATA EMAIL

    MOBILE

    SOCIAL

  • Data Capture Where can you get it?

  • Data Sources

    Social Email Web Mobile Key Integrations Profile

  • Customer Profile Data

    What have your

    customers already

    told you about

    themselves?

  • Make Profile data capture painless

  • CRM

    ECOMMERCE

    INVENTORY

    External Systems – Understand what data is available

    to you

    WEB ANALYTICS

  • Leveraging Data What are you going to do with it?

  • APAC brands are struggling to properly implement real-time

    marketing.

    Source econsultancy.

    http://www.marketing-interactive.com/difficulties-data-analysis-forcing-marketers-turn-traditional-measurements/

  • Advanced Segmentation

    Last Purchase Visited Store

    Opened Mobile App

    Retweeted @Brand

  • Rules-driven Automation

  • Thank you Survey More Fun Social

    Welcome Series – Georgia Aquarium

  • EMAIL

  • 75 Trillion

  • Channel ROI

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    Email marketing

    SEO (organic search)

    Content marketing

    Paid Search (PPC)

    Offline direct marketing

    Social Media Affiliate marketing

    Mobile marketing

    Online display advertising

    How do you rate the following channels in terms of return on investment?

    Excellent Good Average Poor

  • Making email better

    Focus on understanding three key areas:

    Current Campaign

    Performance

    Customer Device

    Usage

    Your

    Audience

  • Understand Current Campaign

    Performance

  • Understand Current Campaign Performance - Metrics

    Acquisition

    List Churn/Unsubscribes

    Last Engagement Date

    Opens

    Click-Through Rate

    Conversions

    Effective Rate

  • Understand Current Campaign Performance - ROI

  • Ways to improve on your results – A/B Testing

  • Lessons learned:

    • Reduce body copy,

    • CTA display

    • Clickable hero image

    Result: Variant B Wins

    Winning experience

    increased downloads by…

    +1,473%

  • Ways to improve your

    results –

    Personalization

  • Ways to improve on your results - Automation

  • Campaigns to Automate

    Welcome / On-Boarding

    Event Related – Trade Show/Webinar, Birthday / Anniversary

    Re-Engagement

    Browse Abandon / Cart Abandon

    Replenishment / Reminder

    Post-Purchase / Product Review

    Out of stock / Coming Soon

  • Understand Your Audience

  • Understand Your Audience

    Explicit Implicit

    Captures a picture of someone at a

    particular point in time

    Captures multiple pictures of a

    person at various points in time

    Reflects who people

    think they are

    Reflects what people

    actually do

    Must be periodically updated by the

    customer to stay current

    Automatically captured across

    channels with tracking and

    integrations in place

  • Understand and Leverage Behaviors

    Downloaded a

    whitepaper

    Watched

    a Video

    Opened

    an email

    Registered

    for an event Viewed

    a webpage

    Put an item

    in their cart

  • Scoring

  • The Benefits of Scoring

    • Forces you to examine tough

    questions like who you want to sell to

    and who is an ideal customer for you

    • Allows flexibility for different parts of

    your business in targeting

    • Allows you to prioritize prospects and

    allocate resources to the right places

    • Helps you understand where a

    prospect is in their decision making

    cycle

    B1 A2 C2

  • Is scoring right for your organization?

    Prospects

    vs

    Customers

    Direct sales teams Considered Purchase

    Longer sales cycle Working with a

    CRM system

    Multiple decision

    makers

  • But wait – Scoring is for B2C Marketers too!

    Engagement / Churn

    RFM (Recency/Frequency/Monetary)

    Customer advocacy

    Onboarding

    Customer health

  • The basics of a scoring model

    CRITERIA

    Demographic Behavioral

    ACTIONS

    POINTS

    INTERNAL ONGOING PROCESS IMPROVEMENTS

    RANKS

    ADVANCED SCORING (recency/frequency/negative criteria)

  • Score determines routing & communication strategy

    Sales Team

    Demand Gen / Telesales

    Marketing/ Nurture

  • MOBILE

  • Mobile momentum is reshaping how we live and work

    average mobile user

    checks their phone

    *Statistica 2016

    150x per day

    91% keep their device within arms reach 100% of the time

  • Channels

    Apps Web

    SMS Push

    Email

    Smartphone Phablets

    Wearables IoT Devices

    Tablet

    Mobile Behaviors Beacons

    Geo-Fences Check-Ins Mobile/Out of Home

    Time Privacy Attention

    What is mobile?

    Devices Data/Triggers Context/Usability

  • SMS

  • Why SMS matters

    Globally,

    8.6 trillion

    SMS messages are

    sent annually

    93% of the Vietnam

    population owns a

    mobile phone (all

    types) and almost

    55% of the Vietnam

    population owns a

    smartphone

    The open rate

    of SMS

    promotions/offers

    is a whopping

    98%!

    Even thou