USING TECHNOLOGY TO BUILD BETTER CUSTOMER
RELATIONSHIPS
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HOUSEKEEPING
OUR SPEAKERS
About RyanRyan Lee has been with Retention Science since 2014 and is Head of Client Success where he has worked with brands like Honest Company, Dollar Shave Club, Laurel & Wolf and more.
About AbeAbe Anwar joined Olapic in 2013 and serves as a Product Manager at Olapic, helping to set the product vision and spearheading day-to-day management of Olapic’s Visual Marketing Content Engine.
of shoppers reported “breaking up” with a brand because of
“poor, disruptive, or irrelevant marketing messages.”
Source: Oracle
...they need to be personal, relevant,
omnichannel-friendly and more in order
to build relationships with their
customers.
MODERN MARKETERS KNOW…
34%
But is that enough?
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BUILDING RELATIONSHIPS REQUIRES AUTHENTIC MARKETING EXPERIENCES
Build Trust & Credibility
Deliver Value to Customers’ Lives
Provide a Unique Customer Journey
Embrace Omnichannel Marketing Experiences
4 STEPS TO MARKETING AUTHENTICITY
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BUILD TRUST & CREDIBILITY
Customers see through overly Photoshopped
images and / or fluffy product descriptions
Shoppers are more informed than ever before
and will do their own research before
purchasing
DON’T BE FAKE[DON’T TRY TO TRICK CUSTOMERS]
of consumers rely on three or more channels when conducting product research.
Source: Blue Nile Research70%
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QUALITY CONTENT IS HARD TO CREATE
11.4Consumers engage with 11.4 pieces of content, on average, prior to making a purchase.
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FORTUNATELY, THERE IS ALREADY A WEALTH OF QUALITY CONTENT BEING
CREATED ON BEHALF OF BRANDS…
• Take advantage of existing content generated by
your users to build credibility
• Visual UGC, or “earned content,” is a great way to
see the product in real life and on real people
USE WORDS AND IMAGES OF REAL PEOPLE
22kOn platforms like Facebook, Instagram, and Pinterest, more than 22,000 images are uploaded per second!
Source: AdWeek
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CASE STUDY: American Eagle Outfitters
66%Increase in conversions after building ambassadors relationships
5XIncrease of UGC photos
Since activating its Olapic Ambassador Community, AEO has identified a number of valuable brand ambassadors who have helped build an even more robust online community. The Ambassador content was central to AEO’s promotion of its 2015 product line and AEO hopes to highlight ambassador photos in email marketing and social advertising in 2016.
22%increase in sales Labor Day weekend 2015 in comparison to Labor Day weekend 2014
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DELIVER VALUE TO CUSTOMERS’ LIVES
CUSTOMER PRIORITIES HAVE CHANGED
E-Commerce means
shoppers have an
unprecedented variety of
places to shop
This has shifted
consumers’ main
priority from price to
value
Providing value is how
brands keep customers
engaged long-term
Two key factors to
providing value:
Data and Content
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Think of your data as your cheat-sheet when it comes to understanding what brings value:
• What social media channels are the most popular with your users?
• What channel gets the most interactions?
• Who are your biggest purchasers and what do they have in common with each other?
• What is your ideal shopper profile?
DATA INFORMS YOUR VALUE
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Laurel & Wolf virtually connects a marketplace of professional interior designers with people looking to design a place.
SPOTTING TRENDS IN DATA
When Retention Science analyzed their data, we discovered that over the 12 rooms they offer for design services, the kitchen and bathroom were most likely to be purchased together.
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• UGC can help inform
marketing strategy along the
way.
• Visual UGC is like a real-time,
massive focus group.
USER GENERATED CONTENT PROVIDES MORE DATA
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Think beyond the purchase to a good cause.
CONTENT COMMUNICATES YOUR VALUE
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PROVIDE UNIQUE, TAILORED EXPERIENCES FOR EACH CUSTOMER
Traditional lifecycle marketing depends too
much on linear, static lifecycle stages. Your
customers move in more mysterious (and
unexpected) ways.
THE NEW CUSTOMER JOURNEY(S)
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The key to cracking this mystery?
Artificial Intelligence.
ENTER AI (NOT THE ROBOT KIND)
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With AI Marketing – you can turn everyone
into someone.
AI makes it possible to send the right
message to the right customer at the right
time for improved conversions
CORTEX: ARTIFICIAL INTELLIGENCE MARKETING
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CORTEX: ARTIFICIAL INTELLIGENCE MARKETING
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Retailers like The North Face are using
technology like IBM’s Watson to give
customers an in-store experience when
shopping online.
HOW AI CAN INFLUENCE ONLINE SHOPPING
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EMBRACE OMNICHANNEL EXPERIENCES
Integrate earned content across all marketing channels, use it as the thread connecting siloed efforts
Balance AI with human engagement and ingenuity
Build through intelligent growth (focus on the tools that actually move the needle, not just what is new and flashy)
TIPS TO BUILDING AN OMNICHANNEL STRATEGY
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CASE STUDY: NYX Cosmetics
320%higher conversion rate from customers who interact with UGC
93%higher AOV from shoppers who interacted with UGC
OFFLINE ADVERTISING
In addition to featuring high-quality, authentic visual content on their website to inform a user’s buying decision, NYX sought to to extend the online experience to their in-store locations and make the brand experience even more engaging.
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REVIEW
BUILD TRUST AND CREDIBILITY WITH YOUR CUSTOMERS• Present your true brand/product – Not the time to fake it ‘til you make it!• Use real words and images from other customers
DELIVER VALUE USING DATA AND CONTENT• Use data to gain new insights to truly understand your customers• Analyzing content can give you insight into your customers likes/dislikes
PROVIDING UNIQUE, TAILORED EXPERIENCES TO EACH CUSTOMER, AT SCALE, USING ARTIFICIAL INTELLIGENCE
• Brands utilizing AI see improved conversions by sending the right message to the right customers
OMNICHANNEL PRESENTS A NATURAL AND AUTHENTIC EXPERIENCE• Be sure to focus on tools that will move the needle for your brand, not just what’s the newest platform
KEY TAKEAWAYS
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QUESTIONS
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