Refresh Your Approach to 1:1 Marketing. Elevate the Discussion with Personalization

3,606 views

Published on

Please join Eric Tobias, Vice President of Web and Predictive Intelligence Products, Salesforce ExactTarget Marketing Cloud and guest speaker Srividya (Sri) Sridharan, Research Director, Forrester for a webinar on personalization and real-time 1:1 marketing. During this webinar, Eric and Sri will focus on the results of the July 2014 commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, “Refresh your Approach to 1:1 Marketing: How Real-Time Automation Elevates Personalization,” which surveys over 120 digital marketing-decision makers on business goals, the changing face of real-time technology, and personalization strategy. Additionally, the webinar will provide strategies on how a brand can take their 1:1 personalization efforts to the next level.

Published in: Marketing
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,606
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
43
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Refresh Your Approach to 1:1 Marketing. Elevate the Discussion with Personalization

  1. 1. Refresh your approach to 1:1 Marketing. Elevate the Discussion with Personalization
  2. 2. Speakers Srividya Sridharan Research Director - Customer Insights Forrester Eric Tobias Vice President, Predictive & Data Analytics Salesforce ExactTarget Marketing Cloud
  3. 3. Agenda • Customer’s New Expectations and How Brands Should React • 6 main Components of the Customer Journey • Research and Recommendations for Next Steps in Personalization • Empowered Customers Disrupt Traditional Marketing • Personalizing Real-time Interactions Continues To Perplex Marketers • Prioritize Personalization With Real-time Technology And Automation • Recommendations • Q&A
  4. 4. Everyone is using technology in almost every situation these days… And your consumers are no exception
  5. 5. 51% of All Emails Sent are Now Opened and Read on a Mobile Device. Source: Return Path, 2014
  6. 6. 77% of consumers research products via their smartphone. Source: Google - “Our Mobile Planet” Report, 2014
  7. 7. If your customers are always present, Are you present with them?
  8. 8. Customers expect to be at the center of your world, and you need to put them there.
  9. 9. Data collection Data Analysis Personalization Real-Time Marketing
  10. 10. Customers expect to be at the center of your world.
  11. 11. …and you need to put them there
  12. 12. What ties this all together?
  13. 13. It’s All About the Journey!
  14. 14. The journey of a thousand miles begins with a single step. − Lao-Tzu
  15. 15. Awareness
  16. 16. Consideration
  17. 17. Purchase
  18. 18. Engagement
  19. 19. Retention
  20. 20. Advocacy
  21. 21. The customer journey is comprised of a thousand moments.
  22. 22. Agenda › Empowered Customers Disrupt Traditional Marketing › Personalizing Real-time Interactions Continues To Perplex Marketers › Prioritize Personalization With Real-time Technology And Automation › Recommendations © 2014 Forrester Research, Inc. Reproduction Prohibited 24
  23. 23. Agenda › Empowered Customers Disrupt Traditional Marketing › Personalizing Real-time Interactions Continues To Perplex Marketers › Prioritize Personalization With Real-time Technology And Automation › Recommendations © 2014 Forrester Research, Inc. Reproduction Prohibited 25
  24. 24. The age of the customer A 20-year business cycle in which the A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly understand and serve increasingly powerful customers powerful customers Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report
  25. 25. In the age of the customer, individuals are always-addressable… © 2014 Forrester Research, Inc. Reproduction Prohibited 27
  26. 26. And they create data at every interaction point Source: July 22, 2013, “Mix Art And Science For Marketing Success” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 28
  27. 27. But they reject traditional, campaign-based marketing. © 2014 Forrester Research, Inc. Reproduction Prohibited 29
  28. 28. Marketing as we know it is experiencing a shift. Source: April 2014 “The Power Of Customer Context” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 30
  29. 29. Agenda › Empowered Customers Disrupt Traditional Marketing › Personalizing Real-time Interactions Continues To Perplex Marketers › Prioritize Personalization With Real-time Technology And Automation › Recommendations © 2014 Forrester Research, Inc. Reproduction Prohibited 31
  30. 30. Few marketers prioritize personalization…
  31. 31. …and struggle to meet the expectations of the always-connected customer. © 2014 Forrester Research, Inc. Reproduction Prohibited 33
  32. 32. Basic personalization techniques are in place today. © 2014 Forrester Research, Inc. Reproduction Prohibited 34
  33. 33. Traditional analytical methods personalize binary, one-dimensional customer behavior... PURCHASE & RESPONSE Source: March 2013 “The Future Of Customer Data Management” Forrester report CONTEXT Internal Data
  34. 34. …and only partially deliver insights to across the customer lifecycle. ENGAGE ASK DISCOVER EXPLORE USE BUY
  35. 35. Personalization technologies further confound marketers. © 2014 Forrester Research, Inc. Reproduction Prohibited 37
  36. 36. Multiple personalization technologies promise to deliver 1:1 marketing. Decision management Testing & Targeting Trigger marketing Content Optimization Channel Business Rules Technology © 2014 Forrester Research, Inc. Reproduction Prohibited 38
  37. 37. Automated, real-time personalization technologies lag in adoption. © 2014 Forrester Research, Inc. Reproduction Prohibited 39
  38. 38. Agenda › Empowered Customers Disrupt Traditional Marketing › Personalizing Real-time Interactions Continues To Perplex Marketers › Prioritize Personalization With Real-time Technology And Automation › Recommendations © 2014 Forrester Research, Inc. Reproduction Prohibited 40
  39. 39. Prioritize personalization across four components. Personalization involves using technology to discern the differences between individuals. Known and unknown attributes of a customer or prospect used in effective targeting. DATA Deliver right message to the right customer through the right channel at the right time. Create experiences that are unique to individuals or segments of consumers. TECHNOLOGY CHANNEL EXPERIENCE © 2014 Forrester Research, Inc. Reproduction Prohibited 41
  40. 40. Firms plan to increase spending on personalization technologies. TECHNOLOGY © 2014 Forrester Research, Inc. Reproduction Prohibited 42
  41. 41. Customer identification and predictive analytics are essential for personalization. “Please rank the following capabilities that you think are going to have a significant impact in how you deliver orchestrated customer experiences across channels and touch points” 15% 12% 11% 11% 7% 7% 7% 5% 24% 4% 12% 17% 12% 9% 14% 10% 9% 12% 7% 9% 13% 12% 12% 12% 17% 8% 11% 5% 9% 12% 11% 11% 14% 13% 13% 12% 15% 10% 13% 12% 7% 6% 16% 12% 9% The ability to identify customers across touch points, channels, devices and platforms (i.e., single view of the customer) The ability to predict intent of a customer that drives incremental benefit of a particular business outcome The ability to maintain continuity of interactions of customers across touch points, devices and channels The ability to stitch customer identities with their preferences, affinities and behaviors across different data sources The ability to deliver real-time offers and campaigns across touch points The ability to craft intelligent customer journeys that guide experiences The ability to maintain continuity of experience through disparate customer experiences The ability to manage customer permissions across various marketing channels The ability to automate digital campaigns at scale DATA 1 2 3 4 5 Base: 121 North American digital marketing decision-makers Source: A commissioned study conducted by Forrester Consulting on behalf of ExactTarget © 2014 Forrester Research, Inc. Reproduction Prohibited 43
  42. 42. Digital marketers heavily rely on behavioral data. DATA © 2014 Forrester Research, Inc. Reproduction Prohibited 44
  43. 43. Execute personalization with channel/offer parameters. Source: “Use Customer Analytics To Get Personal” Forrester report CHANNEL © 2014 Forrester Research, Inc. Reproduction Prohibited 45
  44. 44. Mind the gap between cool and creepy. Source: June 2014 “Q&A: The Privacy Personalization Paradox” Forrester report EXPERIENCE © 2014 Forrester Research, Inc. Reproduction Prohibited 46
  45. 45. Use consumer satisfaction data to guide personalization strategy. EXPERIENCE © 2014 Forrester Research, Inc. Reproduction Prohibited 47
  46. 46. Agenda › Empowered Customers Disrupt Traditional Marketing › Personalizing Real-time Interactions Continues To Perplex Marketers › Prioritize Personalization With Real-time Technology And Automation › Recommendations © 2014 Forrester Research, Inc. Reproduction Prohibited 48
  47. 47. Recommendations › Move beyond ‘best-guess’ personalization to convert ‘browsers’ into ‘buyers’. › Elevate access to in-motion data. › Enlist technology to help you automate decisions based on behavioral data. › Assess customer’s expectations of personalization. › Balance the privacy personalization paradox. © 2014 Forrester Research, Inc. Reproduction Prohibited 49
  48. 48. Taking Personalization to the Next Level
  49. 49. Moving from Segments… bsmith@gmail.com 18-35 GENDER Male AGE LAST VISIT Six months
  50. 50. 27 LAST CLICK Crewneck Sweater Blue items Items on sale AGE CHANNEL AFFINITY Visits site weekly via promo email Typically buys via search …to Segments of 1 BRIAN
  51. 51. We Have Always Personalized the Customer Experience Retail Associate Financial Services Travel
  52. 52. We Observe Behavior…
  53. 53. And Ask Questions
  54. 54. Brian Smith Bsmith01@gmail.com Age 27 @BrianSmith001 Chicago, IL Facebook Friend & Email Subscriber Event Collection
  55. 55. Brian Smith Bsmith01@gmail.com Age 27 @BrianSmith001 Chicago, IL Facebook Friend & Email Subscriber Event Collection
  56. 56. Brian Smith Bsmith01@gmail.com Age 27 @BrianSmith001 Chicago, IL Facebook Friend & Email Subscriber Event Collection
  57. 57. Managing the Point of Interaction Point of Interaction
  58. 58. Creating a Relevant & Individualized Experience Brian’s Profile P.I.E. PANTS BLACK WATERPROOF TENT HIKING MOUNTAINS Predictive Intelligence Engine BACKPACK Algorithms
  59. 59. Creating a Relevant & Individualized Experience Brian’s Profile P.I.E. PANTS BLACK WATERPROOF TENT HIKING MOUNTAINS Predictive Intelligence Engine BACKPACK Algorithms
  60. 60. Creating a Relevant & Individualized Experience Brian’s Profile P.I.E. PANTS BLACK WATERPROOF TENT HIKING MOUNTAINS Predictive Intelligence Engine BACKPACK Algorithms
  61. 61. exacttarget.com/refresh-1-to-1-marketing
  62. 62. Upcoming Webinars: Making a Great First Impression: Unforgettable Onboarding Techniques September 4th @ 12:00 pm EDT #ETWEBINARS 7 Ways to Enrich Your Email Marketing with Predictive Intelligence September 11th @ 12:00 pm EDT Register at: http://www.exacttarget.com/resource-center/events-webinars
  63. 63. Experience Digital Marketing Like Never Before Join the journey at Connections 2014—transforming customer interactions into exceptional brand experiences for your business For one incredible week, the world’s best marketers come together to: Explore emerging connected technologies Hear from the brightest innovators and biggest brands Experience world-class education and entertainment September 23-25 exacttarget.com/connections

×