Move from campaigns to customers: marketing to today’s digitally savvy consumer

Sandy Martin Sr. Strategy Consultant,

Welcome to the next era of marketing.

Strong individual relationships…

But no scale.

Great scale…

But at the expense of the relationship

How do we deliver amazing individual experiences, only

at massive scale?

Deliver individualized experiences: Build lasting relationships:

Sources: Responsys consumer survey, 2013 Adobe Digital Index, 2012

Those who individualize experiences & build relationships are rewarded.

“Retailers spend almost 80% of their interactive marketing budgets on mass acquisition vehicles.”

Campaign dictates the message.

Campaign dictates the channel.

Campaign dictates the timing.

Campaign dictates the audience.

But marketing today is still driven by the campaign, not the individual consumer.

3% Converted

$The Mass Market

TheTransaction

Back to the start for re-conversion.

97% Ignored…or Annoyed

Old Mindset: How do I maximize campaign conversion?

The consumer has moved on.

Marketers get stuck in a “Campaign Crisis”

It’s time to flip the model.

Mass Market

$

Transaction

Build profiles & capture

permissionsIndividually targeted

messagesdeliver

3x Higher Conversion

Relationship

New Mindset: How do I deliver amazing individual experiences?

$

TransactionRelationship

Orchestratedexperiences deliver5x higher conversion

Mass Market

New Approach:Focus on the individual relationship.

It Starts With a Customer Journey.

Your marketing strategy needs to align with consumer behavior.

21

Know me. Consumers expect you to know them across all digital channels

Engage me. Consumers demand a relevant, engaging consumer experience

Lead me. Consumers want you to anticipate future needs to maintain engagement and loyalty

Today’s consumers are cross-channel

Low

High

In-store Purchase, Opt-in

Mobile Message

Social Share

Cross-Sell Message

Targeted Cross-Channel Messages

May 3, 2023 22

Cust

omer

Val

ue

Customer Activity

Customer PurchaseCustomer Activity

CUSTOMER JOURNEYUsing Marketing to Move From Low to High Value

24

?

?

?

Customer Activity

Cust

omer

Val

ue

Customer PurchaseCustomer Activity

CUSTOMER JOURNEYWhat Happens When Customers Leave the Optimal Path?

Anal

ytic

s Co

mpl

exit

y

Traditional Reporting / Insights (campaign focus).

Enterprise Analytics(CRM focus)

Actionable Analytics(results focus)

Benefit:Enterprise level customer insights

Challenges: Complexity of analysis often makes it difficult to act on Often difficult to get analytics team to focus on digital mediaInsights and recommendations are made independent of technology / execution

Benefit: Channel specific insights

Challenge: informative but not deep enough to drive change

Benefit: Customer-led analytics, focused on “actionability”

Opportunity: Leverages all the customer data that mattersInsights and recommendations integrated with technology

USE ANALYTICS:Actionable analytics drive results

Measurement Segmentation

Lifecycle Optimization

• Campaign• Channel ROI• Attribution

• Activity• Behavioral / Value• Attitudinal

• Velocity• Cross-channel• Loyalty

• Predictive• Next Action• Test & Learn

Marketing ROI Targeting

Marketing ROI Proactive

ANALYTICS FRAMEWORK:Core Building Blocks

Activity

Behavioral

Attitudinal

• Engagement by Channel• Recency• Frequency

• Past Purchase• Content Consumed• Customer Value

• Psychographic• Customer Modeling• Brand Integration

• Drives channel preference• Foundational layer for additional

segmentation attributes

• Drives message content• Refines customer targeting, offer

optimization

• Drives audience profiling• Integrates brand and direct to consumer

1

2

3

+

Customer Segmentation Approach

This is individualization, automation and orchestration in action!

ENGAGE ME:Integrated Lifecycle Display Program

Know me: Put customers first by turning consumer data into actionable marketing asset.

Engage me: Go from campaigns to customers by matching message & channel.

Lead me: Drive ongoing results with customer-led models and insights.

Customer Segments NSM Programs

Content Channel

ROI Attribution Predictive

Integrate & analyze customer data

Build action-oriented segments

Develop scalable lifecycle programs

Target content by customer segment

Select best channel based on consumer engagement

dynamic

static

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% o

f Em

ail S

ubsc

riber

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Email Purchase Propensity

$0.00$0.02$0.04$0.06$0.08$0.10$0.12$0.14$0.16$0.18$0.20

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Revenue Trends

Delivered (thousands) Revenue (Hundreds) RPE Email Mobile Social Display Search

Channel Attribution

1

2

3

Determine marketing ROI and customer value

Adjust marketing spend with smart attribution

Move to proactive marketing programs

displaysocial

emailweb

mobile

Putting It Together: Driving Scalable Customer-Led Marketing

Behavior segments drive smarter content, relevant messaging

Leverage past behavior to predict future behavior, proactive messaging

Mar

keti

ng

ROI

Segmented message ROI

Predictive message ROI

ProactiveReactive

Moving From Reactive to Proactive Marketing

“Our approach is to give customers a chance to understand our brand and find the path they are interested in. Then we target messaging based on what they love.”

Build Profiles &

Permission

Start by capturing permission and building profiles across email, social, and the web.

DeliverIndividual

izedMessages

Deliver personalized interactions with dynamic content, targeted to each individual.

Build Profiles &

Permission

OrchestrateLifecycle

Interactions

Orchestrate interactions based on profiles and behavior throughout the customer lifecycle.

Build Profiles &

Permission

DeliverIndividual

izedMessages

Apply the same customer centric approach across multiple channels, like email and display.

emai

l

disp

lay

CommunicateAcross

Channels

Build Profiles &

Permission

DeliverIndividualized

Messages

OrchestrateLifecycle

Interactions

with Chris NickelSenior Manager, CRM & Direct Response Marketing, Epson

Q&A

1. Drive Revenue– Leverage the low cost interactive marketing channels to drive significant revenue with a high ROI

2. Deepen Customer Engagement– Utilize various data sources to ensure relevant and timely communication

3. Improve Efficiency– Quickly set up top performing programs/campaigns by integrating with technology

4. Cross-channel Coordination– Integrate your marketing communications across multiple channels based on

customer preference and behavior

It All Comes Down to Four Objectives…

Thank You.

Sandy MartinSr. Strategy Consultant, SandyM@responsys.com @sandylmartinResponsys, Inc.