Maximize the Moment with Real-Time Engagement
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Maximize the Moment with Real-Time Engagement

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It's no secret that the best marketers deliver personalized, dynamic content to their customers in real time. How can your brand start on the real-time path? I delivered this presentation at IBM......

It's no secret that the best marketers deliver personalized, dynamic content to their customers in real time. How can your brand start on the real-time path? I delivered this presentation at IBM Connect in Orlando, Florida, in January 2013. It lays out five questions to ask when laying the foundations for a real-time marketing strategy.

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  • 1. Maximize the Moment with Real-Time Engagement Erin Jaeger, IBM © 2014 IBM Corporation
  • 2. Today’s consumer is more connected and more demanding than ever 71% of smartphone users compare prices in stores 5.9B mobile phone subscribers across the globe in 2013 58% 19% are more priceconscious today than they were a year ago increase in mobile sales on Black Friday 2013 vs. 2012 70% 92% of a B2B purchase decision is made before a rep is contacted of consumers research online and seek opinions via earned media before a purchase *SOURCES: IBM Institute for Business Value; IBM 2012 Holiday Benchmark Reports; ChiefMarketer.com
  • 3. Marketers must engage today’s consumer in context, at every point in the lifecycle Rescue at-risk customers before they churn Match service levels with expectations Serve and sell to customers in their preferred channels Give customers a means to share ideas and opinions Provide relevant content that informs the buying decision Send offers when customers are most likely to buy Identify, develop, and reward Make useful recommendations brand advocates about products and services Arm workforce with the knowledge customers want Intervene when customers are struggling Understand and respect customers’ preferences Continuous Customer Engagement
  • 4. In a global study of marketers, IBM found 20% outperform the rest The top 20% 1.8x higher of marketers: 3-yr gross profit growth • Adopt cross-channel optimization technologies 3.4x higher • Take proactive ownership of the customer experience 3-yr net income growth And achieve: 2.4x higher 3-yr stock price growth *SOURCE: The State of Marketing 2013: IBM’s Global Survey of Marketers, IBM Center for Applied Insights
  • 5. These outperformers employ four specific practices Break down silos 1. Maximize the moment 2. to better engage customers and deliver exceptional customer experience with real-time and predictive analytics to delight customers in context Deliver an omni-channel experience 3. Consistently measure results 4. to ensure the right experience is delivered via the right channel every time to improve customer insight, responses, and ROI Get the report: *SOURCE: The State of Marketing 2013: IBM’s Global Survey of Marketers, IBM Center for Applied Insights
  • 6. Leading marketers maximize every moment with their customers – significantly more so than their peers Leading marketers are: 2.6x 1.4x more likely to adjust real-time offers more likely to integrate inbound and outbound efforts based on context *SOURCE: The State of Marketing 2013: IBM’s Global Survey of Marketers, IBM Center for Applied Insights
  • 7. So, how can we build a real-time engagement strategy?
  • 8. 1. Who is the customer or prospect? How much do we know about her? Customer data: Demographics, psychographics, account details, purchase history Behavioral data: Page views, location, reason for call, products in cart
  • 9. Many approaches to personalization use one type of data Customer data: Demographics, psychographics, account details, purchase history SPAM Display ads Pre-calculated offers Less personalized Search engine marketing (SEM) Personalized email More personalized Online behavioral advertising Behavioral data: Page views, location, reason for call, products in cart Product recommendation engines
  • 10. But, your customers are multidimensional – and so are successful personalization strategies Customer data: Demographics, psy chographics, accou nt details, purchase history Good approach Personalized email Pre-calculated offers Online behavioral advertising SPAM Display ads SEM Product recommendation engines Behavioral data: Page views, location, reason for call, products in cart
  • 11. WOTC powers insight beyond just related or bestselling products
  • 12. 2. What gets personalized? The message: • Special offer: 10% off, BOGO • Recommended products • Thematic message: “Stay warm this winter” • Follow-up/ other action – even if it’s not a traditional marketing message! The look and feel: • Background/ layout: e.g., season-specific, optimized for certain device • Images
  • 13. 3. Where does the interaction happen? How connected is it to my other marketing efforts? Can you: • Reinforce offers and messages across channels? • Learn from every interaction? • Use what you learn to power future decisions? Marketer Customer
  • 14. You forgot your cash – but it’s safe and sound.
  • 15. 4. When are the personalization decisions made? Customer data: Before the interaction Demographics, psychographics, account details, already know) (based on what you purchase history Behavioral data: Before the interaction Page views, location, reason for call, products in cart (triggered, but not decided, by context)
  • 16. Better approach: Decide during the interaction Customer data: Demographics, psy chographics, accou nt details, purchase history During the interaction Good approach Personalized email (drawing Pre-calculated offers on history AND context) Online behavioral advertising SPAM Display ads SEM Product recommendation engines Behavioral data: Page views, location, reason for call, products in cart
  • 17. Time: a key third dimension of real-time engagement Changes over time: Patterns of behavior, account status change, credit score Best approach
  • 18. 5. How is the personalized message selected? Deterministic: Predictive: Marketers structure end-to-end logic before deployment Software uses algorithms to determine the best course of action Best approach
  • 19. What does this look like? Mary • 35 years old • Loyalty program member • Researches via mobile • Purchases in store 15% http://www.voluptatem.quia WEBSITE James 15% perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat enim ipsam • 42 years old • Returning customer • Researches & purchases online after business hours
  • 20.  Access Connect Online to complete your session surveys using any: – Web or mobile browser – Connect Online kiosk onsite
  • 21. Acknowledgements and Disclaimers Availability. References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. The workshops, sessions and materials have been prepared by IBM or the session speakers and reflect their own views. They are provided for informational purposes only, and are neither intended to, nor shall have the effect of being, legal or other guidance or advice to any participant. While efforts were made to verify the completeness and accuracy of the information contained in this presentation, it is provided AS-IS without warranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this presentation or any other materials. Nothing contained in this presentation is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics may vary by customer. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other results. © Copyright IBM Corporation 2014. All rights reserved.  U.S. Government Users Restricted Rights - Use, duplication or disclosure restricted by GSA ADP Schedule Contract with IBM Corp.  IBM, the IBM logo, ibm.com, IBM Enterprise Marketing Management, IBM Interact, and IBM Product Recommendations are trademarks or registered trademarks of International Business Machines Corporation in the United States, other countries, or both. If these and other IBM trademarked terms are marked on their first occurrence in this information with a trademark symbol (® or ™), these symbols indicate U.S. registered or common law trademarks owned by IBM at the time this information was published. Such trademarks may also be registered or common law trademarks in other countries. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml Other company, product, or service names may be trademarks or service marks of others.