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

…..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.

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%

Emailmarketing

SEO (organicsearch)

Contentmarketing

Paid Search(PPC)

Offline directmarketing

Social Media Affiliatemarketing

Mobilemarketing

Online displayadvertising

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 though SMS

marketing — which

includes coupons,

special offers, and

participation in loyalty

programs —

is redeemed

8x

more frequently than

email, email

marketing continues

to prevail.

97%

of American Business

Professionals are

within 3 feet of their

mobile phone

24 hours per day and

look at it on average

150 times daily

(Source: Morgan Stanley, Technology and Internet Trends).

Key points on building an mobile (SMS) strategy

1. Mobile Database – Expect ~20% of your database to opt-in

2. SMS Mobile Content – You only have 160 characters – make it compelling!

3. Call to action – It doesn’t have to be only about driving sales, it can be about driving

engagement too (like an in person experience).

4. Pricing – Generally more expensive than email, but can also be more effective.

Mobile Apps and Push

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Allergy now

Remember to Log

Your Allergies:

Gain insight into

what helps and

what doesn’t.

OK: Broadcast Message all app users

GOOD: Narrowcast Message some app users

based on rules & segments

GREAT: 1:1 Cast Message individual users

based on user preference, behaviors and

location

Push Can Help Deliver 1:1 Communications

Increase Response Rates Slot rich push notifications

into your app so that app users can view them on their

terms.

Inbox-Only Notifications Deliver rich push messages without interrupting users. These messages can be delivered even if a user has not opted into push

Houzz provides great consumer content via

mobile app with everything needed to improve

and personalize homes from start to finish.

Email Push Notification

a few hours

after clicking

on Email and

Shopping Site

and App

The Customer Experience

THE GOOD

• 5-star mobile app to find home

improvement inspiration on the go.

• Tools and information to

complete home renovation or

decorating project.

• Uses emails and push

notifications to engage with their

audience.

THE GAP

• Content is not personalized or

relevant

• Messages not orchestrated, not

designed for different channels.

• Don’t know me because they

don’t understand we’ve spoken

before.

SOCIAL

Go Where Your Customer Are

Source: Wearesocial

So how do you take advantage of the

audience opportunity with social?

Invite your

contacts to

engage with

you via

Social

Offer

incentives for

social

engagement

Expand your reach with lookalike models

City of Melbourne Spring Fashion Week Used Facebook Lookalike Modeling to expand audience reach in highly targeted

segments, optimize conversions and create ambassadors to build customer loyalty.

15% increase in live event ticket sales compared to last

year using Facebook ads without Social Audiences. 150K Potential new visitors

identified via social media

Thank You