The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked...
Transcript of The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked...
![Page 1: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/1.jpg)
The Naked Truth AboutOmnichannel Marketing
![Page 2: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/2.jpg)
Agillic Summit 2019
The naked truth about
omnichannel marketing
Rasmus Houlind, Chief Strategy Officer, Agillic
Malthe Cederborg, Chief Marketing Officer, Miinto
![Page 3: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/3.jpg)
Agenda
• Can we be relevant to everybody all the time?
• Introducing Miinto
• Campaigns vs. automation
• Progressing into omnichannel
• Using AI in Marketing
• Organisation and buy-in
• Creativity and the human side
![Page 4: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/4.jpg)
Agillic’s Why
We believe that profitable customer relationships are best created through relevant and timely communication
That’s why our mission is to provide marketers with the tools to always act on insight
![Page 5: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/5.jpg)
![Page 6: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/6.jpg)
There will always be customers you haven’t engaged with
You will never have enough customer data to be relevant to everybody all the time
![Page 7: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/7.jpg)
The marketer’s dilemma
High reach High relevance
Triggered &
Personalised
Triggered
Messages
Lifecycle
FlowsMass
marketing
Localised
Campaigns
Segmented
Messages
Personalised
& Segmented
![Page 8: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/8.jpg)
Two different ways of working
CAMPAIGN DRIVEN DATA DRIVEN
Increase relevance Increase reach
Mass
marketing
Localised
Campaigns
Segmented
Messages
Personalised
& Segmented
Triggered &
Personalised
Triggered
Messages
Lifecycle
Flows
![Page 9: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/9.jpg)
Introducing MiintoMalthe Cederborg, CMO
![Page 10: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/10.jpg)
![Page 11: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/11.jpg)
Miinto just another B2C e-commerce within fashion?
![Page 12: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/12.jpg)
Miinto in numbers
•Gross Merchandise Volume: +700M DKK
•Annual GMV growth: +40%
•Number of products: +450K
•Number of boutiques: +1.800
•Number of brands: +5.000
![Page 13: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/13.jpg)
Miinto growth international
![Page 14: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/14.jpg)
Growth multiplied by reactivation through Agillic
![Page 15: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/15.jpg)
Campaigns vs.
automation
![Page 16: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/16.jpg)
Two different ways of working
CAMPAIGN DRIVEN DATA DRIVEN
Increase relevance Increase reach
Mass
marketing
Localised
Campaigns
Segmented
Messages
Personalised
& Segmented
Triggered &
Personalised
Triggered
Messages
Lifecycle
Flows
![Page 17: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/17.jpg)
Typical ‘Moments of Truth’ in retail
Grow
Attract Retain
Pure / twin
acquisition
Welcome
programme
Personalised
newsletter
Abandoned
basket
Win-back
Points /
voucher expiry
Re-permission
Store proximity
Out of stock / back in stock
Local event
Local & personalised newsletter
Share of wallet / cross category
Plan threshold
Birthday / anniversary Bargain hunter
Sample / transactional follow up
Purchase satisfaction
Product replenishment
Related product / accessory
New product model / collection
Profile / family survey
NPS
Permission
capture
Engagement through packaging Refer-a-friend
Category
interest
![Page 18: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/18.jpg)
Typical ‘Moments of Truth’ in retail
Grow
Attract Retain
Pure / twin
acquisition
Welcome
programme
Personalised
newsletter
Abandoned
basket
Win-back
Points /
voucher expiry
Re-permission
Store proximity
Out of stock / back in stock
Local event
Local & personalised newsletter
Share of wallet / cross category
Plan threshold
Birthday / anniversary Bargain hunter
Sample / transactional follow up
Purchase satisfaction
Product replenishment
Related product / accessory
New product model / collection
Profile / family survey
NPS
Permission
capture
Engagement through packaging Refer-a-friend
Category
interest
![Page 19: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/19.jpg)
~100 automated flows
35%
50%
YoY index
250%campaign revenue
YoY Index
500%automation revenue
of revenue from
automated flows
within
2020
![Page 20: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/20.jpg)
Focusing on the most important manual campaigns
and building automated flows
![Page 21: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/21.jpg)
Campaigns w.o. Cannibalization
Before After
Baseline Cannibalisation Campaigns Baseline Campaigns
Baseline = revenue from…• Automated flows • Direct & Organic traffic• ‘Always on’-advertising
![Page 22: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/22.jpg)
Going Omnichannel
![Page 23: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/23.jpg)
Going omnichannel
CAMPAIGN DRIVEN DATA DRIVEN
![Page 24: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/24.jpg)
Going omnichannel
![Page 25: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/25.jpg)
Other channels than e-mail
Outbound Inbound
MI
Miinto
Reminder
Your coupon expires tonight
at. 24!
![Page 26: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/26.jpg)
Other channels than e-mail – physical stores
Ongoing communications
to partner stores
• Classical onboarding
• Welcome flows
• Monthly update
• Campaign preparations / info
• Restock recommendations
![Page 27: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/27.jpg)
Owned and Paid
Media
![Page 28: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/28.jpg)
From focus on growth driven by acquisition on paid media
![Page 29: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/29.jpg)
To growth multiplied by reactivation through Agillic
![Page 30: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/30.jpg)
Use Case
Acquisition
Use Case
LookalikesUse Case
Reactivate
Use Case
Channel Synergy
![Page 31: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/31.jpg)
AI
![Page 32: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/32.jpg)
![Page 33: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/33.jpg)
Organising and buy-in
![Page 34: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/34.jpg)
Growth multiplied by reactivation through Agillic
![Page 35: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/35.jpg)
Campaigns and customer lifecycle communications supplement each other
CAMPAIGN DRIVEN DATA DRIVEN
![Page 36: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/36.jpg)
Focusing on the most important manual campaigns
and building automated flows
BEFORE
AFTER
High value
High effort
Low value
Low effort
![Page 37: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/37.jpg)
Focusing on the most important manual campaigns - skip the rest
![Page 38: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/38.jpg)
Organizing for success
You cannot manage
what you don’t understand!
![Page 39: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/39.jpg)
Two separate teams
Marketing Content Coordinator
Marketing Assistant for each market
(part-time)
Group eCRM manager
Group BI Specialist
CAMPAIGN DRIVEN DATA DRIVEN
![Page 40: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/40.jpg)
Don’t waste time on getting it perfect
- it will never be and you won’t get anywhere
Estimated effect: +15%
![Page 41: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/41.jpg)
Don’t waste time on getting it perfect
- it will never be and you won’t get anywhere
Reality: 0%
Because it never goes live!
Estimated effect: +15%
![Page 42: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/42.jpg)
We started with the more simple flows
and got more and more personalized
Hej Thomas
Er det tid til at forkæle dig selv igen?
Se de mest trendy styles fra Les deux
netop nu.
Udvalgt til dig
![Page 43: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/43.jpg)
Creativity and the
human touch
![Page 44: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/44.jpg)
How about the human touch?
![Page 45: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/45.jpg)
![Page 46: The Naked Truth About Omnichannel Marketing · Omnichannel Marketing. Agillic Summit 2019 The naked truth about omnichannel marketing Rasmus Houlind, Chief Strategy Officer, Agillic](https://reader036.fdocuments.in/reader036/viewer/2022070908/5f877e3c7834085da960f259/html5/thumbnails/46.jpg)