How Successful Marketers Are Embracing Connection, Communication and Commerce
Transcript of How Successful Marketers Are Embracing Connection, Communication and Commerce
OverviewRelying on paid media is like building a house on rented land. Smart brands are using owned communication channels like push notifications, in-app messaging, and email to turn users from paid media into high-value, long-term customers.
• How the proper balance of advertising (paid) and direct (owned) marketing in your overall marketing mix leads to success
• How to enhance your paid and owned media and connect with individuals
• How communication automation reduces engagement friction and opens the door for rich dialog
• How to use Mobile Marketing Automation to increase retention rates, thus making paid acquisition programs more cost effective
Housekeeping
• Webinar will be recorded and emailed out• Have a question during the webinar?
- Ask us via the comments box- Q&A time at end of webinar
• Let’s get social! Tweet us with #ownyouraudience- @Kahuna - @wearemcordis
All kinds of marketing to make this happen
Account-based Marketing
Cloud Marketing Expeditionary Marketing Mobile Marketing Pull Marketing Undercover Marketing
Affiliate Marketing Communal Marketing Facebook Marketing Multichannel Marketing Push Marketing User-generated Marketing
Affinity Marketing Community Marketing Field Marketing Multi-level Marketing Real-time Marketing Vertical MarketingAgricultural Marketing Computational Marketing Flanking Marketing Neuromarketing Referral Marketing Viral MarketingAlliance Marketing Consumer-Generated Marketing Geomarketing Newsletter Marketing Relationship
MarketingWeb Marketing
Ambush Marketing Content Marketing Global Marketing Next-Best-Action Marketing
Remarketing Word-of-mouth Marketing
Analytical Marketing Contextual Marketing Green Marketing Niche Marketing Reply Marketing Youth MarketingArticle Marketing Conversion Rate Marketing Guerrilla Marketing Non-traditional Marketing Reverse Marketing …B2B Marketing Cooperative Marketing Horizontal Marketing Offensive Marketing Scientific MarketingB2C Marketing Corporate Marketing Inbound Marketing Offline Marketing Search MarketingB2P Marketing Cross-Media Marketing Industrial Marketing One-to-one Marketing Self MarketingBehavioral Marketing Database Marketing Influencer Marketing Outbound Marketing Services MarketingBlackhat Marketing Defensive Marketing Informational Marketing Outdoor Marketing Shopper MarketingBrand Marketing Direct Marketing In-game Marketing Pay-per-click Marketing Shotgun MarketingBrick and Mortar Marketing
Direct Mail Marketing Integrated Marketing Performance Marketing Social Marketing
Buzz Marketing Disruptive Marketing Interactive Marketing Permission Marketing Sports MarketingCall Center Marketing Diversity Marketing Internet Marketing Personalized Marketing Stealth MarketingCampus Marketing Drip Marketing Internal Marketing Persuasion Marketing Street MarketingCatalog Marketing Ecommerce Marketing International Marketing Point of Sale Marketing Targeted MarketingCause Marketing Email Marketing Left-brain Marketing Post Click Marketing Technical MarketingCelebrity Marketing Entrepreneurial Marketing Local Marketing Precision Marketing TelemarketingChannel Marketing Ethical Marketing Long Tail Marketing Product Marketing Time MarketingClose Range Marketing Evangelism Marketing Loyalty Marketing Promotional Marketing Trade Show
MarketingClosed Loop Marketing Event Marketing Megamarketing Proximity Marketing Traditional Marketing
Source: Marketing-Schools.org
RentedAudiences
OwnedAudiences
DMP SSP
RTB
Programmatic
DigitalShelves
Social
Push
Signage
Leverage paid media to connect and build your customer base
RentedAudiences
OwnedAudiences
DMP SSP
RTB
DigitalShelves
Email In-app
Push
Packaging
Signage
Leverage owned media to retain and monetize your audience
Use insights to inform your future paid media efforts
Paid Media Owned Media
ConnectionCommunication
Commerce
DMP SSP
RTB
Programmatic
DigitalShelves
Conn-ectivity
Email SMS
Social
Push
OTT
Packaging
Signage
“If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.”CICERO 80BC
Mass manufacturing makes industrial
powerhouses successful.
Ford, RCA, GE, Boeing, P&G, Sony
Age of Manufacturing
1900-1960
We can have any car we like, as long as its black
Source: Forrester Research, October 10, 2013 “Competitive Strategy In The Age Of The Customer”
We scaled businesses, but we lost personalization
Mass manufacturing makes industrial
powerhouses successful.
Ford, RCA, GE, Boeing, P&G, Sony
Global connections and transportation systems make distribution key.
Walmart, Toyota, UPS, Federal Express
Age of Distribution
Age of Manufacturing
1900-1960
1960-1990
Source: Forrester Research, October 10, 2013 “Competitive Strategy In The Age Of The Customer”
Mobile: We can be personal at scale
Mass manufacturing makes industrial
powerhouses successful.
Ford, RCA, GE, Boeing, P&G, Sony
Connected PCs and supply chains mean those who control information
flow dominate.
Amazon, Google, Facebook, Apple
Global connections and transportation systems make distribution key.
Walmart, Toyota, UPS, Federal Express
Age of Distribution
Age of Manufacturing
Age of Information
1900-1960
1960-1990
1990-2010
Source: Forrester Research, October 10, 2013 “Competitive Strategy In The Age Of The Customer”
Mobile: We can be personal at scale
Mass manufacturing makes industrial
powerhouses successful.
Ford, RCA, GE, Boeing, P&G, Sony
Connected PCs and supply chains mean those who control information
flow dominate.
Amazon, Google, Facebook, Apple
Global connections and transportation systems make distribution key.
Walmart, Toyota, UPS, Federal Express
Age of Distribution
Age of Manufacturing
Age of Information
1900-1960
1960-1990
1990-2010
Source: Forrester Research, October 10, 2013 “Competitive Strategy In The Age Of The Customer”
Mobile: We can be personal at scale
Mass manufacturing makes industrial
powerhouses successful.
Ford, RCA, GE, Boeing, P&G, Sony
Connected PCs and supply chains mean those who control information
flow dominate.
Amazon, Google, Facebook, Apple
Changed Consumer Behavior: Empowered buyers demand a new
level of individual recognition.
Uber, AirBNB, Target, Kahuna
Global connections and transportation systems make distribution key.
Walmart, Toyota, UPS, Federal Express
Age of Distribution
Age of Manufacturing
Age of Information
1900-1960
1960-1990
1990-2010
2010-???
Age of The Customer &
Measurement
Source: Forrester Research, October 10, 2013 “Competitive Strategy In The Age Of The Customer”
Balancing Paid and Owned Media
Awareness Consideration Purchase Adoption AdvocacyLoyalty Advocacy
Earned/SharedCommunication
Paid Campaigns <> Owned Media
Balancing Paid and Owned Media
Awareness Consideration Purchase Adoption AdvocacyLoyalty Advocacy
Owned Communication
Earned/SharedCommunication
Paid Campaigns <> Owned Media
Importance of communication• For the individual:
• Utility (e.g. receive time sensitive information, express needs and gain support)
• Stay informed• Access to offers
• For the brand:• Service customers• Reduce churn/Increase retention• Increase engagement• Increase sales
By 2020 people will manage 85% of their relationships with a business
without talking to a human. - Gartner
Infer customer needs by their digital body language
Jessica Smith
Sunday, 9AMBEST TIME / DAY TO CONTACT
28 day agoDORMANT SINCE
Mar 20, 2014LAST USE
Jan 4, 2014FIRST USE
Lifetime value More about Jessica
User credentials
Jessica’s devicesJessica’s top activities
5TOTAL PURCH.
9TOTAL ITEMS
$1,927.00PURCHASE HISTORY
iPhoneiPadSafari on mobile
Galaxy s5Google Chrome on desktop
Added to cart
Purchased
Viewed
Black Gucci handbagLAST ITEM VIEWEDChanel SunglassesLAST ITEM PURCHASEDHandbagLAST CATEGORY VIEWEDAccessoriesLAST CATEGORY PURCHASEDNew YorkLOCATION
BEHAVIOR OVERVIEW
USER INFORMATION
Awareness Consideration Purchase Adoption AdvocacyLoyalty Advocacy
People’s Journey: Balancing Paid and Owned Media
Owned Communication
Earned/SharedCommunication
Owned Communication
5%
Paid Campaigns <> Owned Media
Awareness Consideration Purchase Adoption AdvocacyLoyalty Advocacy
Owned Communication
Earned/SharedCommunication
Owned Communication
5% |25%~125%
Paid Campaigns <> Owned Media
People’s Journey: Balancing Paid and Owned Media
Intelligent messaging increases retention
Base: Kahuna customers that have opted in to benchmarkingSource: The Kahuna Mobile Marketing Index, 2015
Understand Engage OptimizeAutomate
It requires a new approach
The Four Interdependent Pillars of Effective Marketing
Personalized engagement drives better results for marketers
higher transaction rates than non-personalized emails (Forrester)
?x
Personalized engagement drives better results for marketers
higher transaction rates than non-personalized emails (Forrester)
6x
How to Automate Create an engagement scheme with rules and triggers to guide users through their unique customer journey
DAY 1
DAY 3DAY 4DAY 5DAY 7
DAY 14
New users → engaged users
One-time u
sers →
engaged
users do
rman
t → e
ngag
ed
user
s
DAY 1
DAY 3
DAY 5DAY 14
DAY 28
DAY 1
DAY 3
DAY 2
DAY 4DAY 5DAY 6DAY 7
Welcome Campaign
Feature spotlightRegistrati
on incentive
DYK Campaign
Content Discovery
Affinity-based offer
FOMOcampaign
Buy Single Issue
Personalized Content
VIP Exclusive
Engaged users → subscriber/purchaser
enga
ged
→ do
r man
t us
ers
App upgrade
campaign
CONVERSIONEVENTApp rating
campaign
Value prop
campaignFeature
Spotlight
Messaging Channels:
● Push● In-app● Email● Facebook
Campaign types:
● Lifecycle● Conversion● Adaptive (transactional)● One-time
How to OptimizeLet the machine take over to drive the best results
Best Channel
Best Timing
Best Device
Best Message
Kahuna
SeatGeek uses context to engage users in intelligent ways
Results: 32% uplift in conversions Location-based dynamic
deep linksHighlight unused
functionality for the right users
Personalized concert updated based on user
interest
HOW TO UNDERSTAND
Make it easy for users to complete the desired goal
Results: Drove 5x uplift in conversions
HOW TO ENGAGE
Yummly drives new user conversion with its automated onboarding program
add dietary preferences add favorite recipes add items to shopping list
Have mustard? Eating Gluten-free? Add your Taste Preferences in Yummly now to personalize your experience!
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You’re only a few Yums away from personalized recipe recommendations!
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“Recipe” for effective onboarding:
Did you know you can add recipe ingredients to your shopping list by tapping “Add to list” on the recipe?
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Results: Increased new user conversion by 13x
HOW TO AUTOMATE
Send conversion reminders at the perfect time for your customers
Results: $1.5+ million generated from one campaign
HOW TO OPTIMIZE
Add to cart Complete purchaseBrowse product
Don’t forget about the Navy Trench Coat in your shopping cart.
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Next Steps• Remember, you don’t need a mobile automation strategy; your marketing
strategy needs mobile automation• Understand
• Identify the needs of the customers you serve and map their journey • Engage
• Place the “connectivity keystone” -- establish a bridge between you’re paid and owned media, both digital and physical; accomplish this by coordinating triggered events, content, incentives and invitations to connect
• Get permission!
• Automate• Based on customer understanding, set your engagement scheme and have
campaigns triggered automatically • Use a platform that has best practices and safe guards baked in to protect the
customer experience (e.g., rate limiting, send time optimization) • Optimize
• Use the data at your disposal to make sure that each campaign is optimized to be delivered at the right time and with the best performing content.
Key Takeaways: A Checklist
Audit your preparedness for owned communications
Develop your strategy based on the pillars of successful messaging: understand, engage, automate, and optimize
Onboard new customers effectively to bridge the gap between paid and owned communications
Own your audience the first time; don’t pay over and over again for the same customers
Make sure you have the tools in place to react to your customers’ responses. Communication goes both ways -- don’t forget to listen!
Let’s stay in [email protected]
To learn more visitKAHUNA.COM