Breakfast Workshop with Sociomantic: Customer-Centricity in the Digital Age
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Breakfast Workshop with Sociomantic: Customer-Centricity in the Digital Age

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The connected consumer is raising the bar for online retailers - expecting seamless, personalized experiences regardless of channel, touch point or platform. Successful marketers are rising to the ...

The connected consumer is raising the bar for online retailers - expecting seamless, personalized experiences regardless of channel, touch point or platform. Successful marketers are rising to the challenge by adopting a channel agnostic, consumer centric approach. To do this they are leveraging technology, first-party data and programmatic buying to fuel the precision and performance of their digital strategies. Sociomantic’s Rob Sopkic will discuss how online retailers are evolving to put the customer experience at the center of every conversation and connection.

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  • MAY SEEM FARFETCHED OR CRAZY BUT IT’S HAPPENING NOW WITH WEARABLE TECHNOLOGY LIKE GOOGLE GLASS AND PERSONALIZED ADVERTISING AND THAT’S WHAT WE’RE WORKING ONWE’RE CLOSER TO THIS THAN YOU THNK AND WE’RE ALREADY DOING IT ONLINEThis is the future of retargeting
  • What’s happening today? [wait one beat]What’s the problem here? We’re not worried about the consumerIT’S ALL ABOUT THE CONSUMER
  • High tech environment low tech approach today when it comes to how we treat consumerse.g. multiple ads on a page, irrelevant advertising
  • This is the high tech environment – why is this better for the userPRECISION vs TONNAGERTB IS ONE METHOD OF PROGRAMMATICAuctions: Our technology uses relevancy to determine who to send an ad toTo date, technology picks the advertiser with the highest bid so that publishers make the most moneyBut what if we can change that and pick advertisers that are showing the most relevant ads and you do that with first party data
  • ENTERPRISE CLASS DATABUSINESS LEVEL DATACRMNow advertisers can pick the user because they have the most relevant ads for themThe key is that you focus on the user first
  • Sociomantic CONSUMER RESEARCH REPORT IS GIVEN OUT AS A SEAT DROPPERSONALIZATIONUsers vote with their mice.05% CTR with untargeted ads8% in newsfeed retargeting on facebookThe user is telling us they want relevant ads
  • Consumers expect personalization across all devices and channelsThe problem is not mobile or video, it’s figuring out what the consumer wants and when they want it
  • This is a challenge for everyone in the room.Think about what is most relevant for the user first and the rest will fall into place. Need to tell a story that is focused on the consumercreating a better user experienceavoid banner blindness
  • Mention that we do mobile

Breakfast Workshop with Sociomantic: Customer-Centricity in the Digital Age Breakfast Workshop with Sociomantic: Customer-Centricity in the Digital Age Presentation Transcript

  • CUSTOMER-CENTRICITY IN THE DIGITAL AGE
  • Hello Rob Sopkic VP of Sales, North America 

  • CONSUMER
  • PROMISE OF PROGRAMMATIC $45 $3.80 $2.10 $2.50 $1.90 $1.40 OLD DISPLAY REAL-TIME BIDDING BULK BUYING OPTIMAL PRICE PER USER
  • FIRST-PARTY DATA Existing Segments & Offline Data Email & Loyalty Card Purchase History Promotional History
  • RELEVANCE: What the user really wants Despite media coverage focused on consumer discomfort with targeted advertising, customers actually welcome it. say they are comfortable receiving ads and content specifically targeted to them This is good news for marketers and publishers.
  • PERSONALIZATION: What the user really wants Targeted messaging Non-targeted messaging 2x as likely to be influenced by web ads Over 3x as likely to be influenced by web video Over 4x as likely to be influenced by mobile ads
  • A CHALLENGE FOR THE INDUSTRY
  • UR BUSINESS IS RTB* *REAL TIME BIDDING THE GL BAL DSP PERFORMANCE DISPLAY 60+ MARKETS SERVED FOCUS ON PERFORMANCE MARKETING 100% eCPO IN-HOUSE TECHNOLOGY
  • US, DIGITAL AD REVENUE BY FORMAT
  • GROWING UP PROGRAMMATIC
  • U.S. DIGITAL ADVERTISING
  • Thank You Rob Sopkic VP of Sales, North America 
rob.sopkic@sociomantic.com 

T 415.637.5233