StrongView Webinar: The A,B,C's of Contextual Marketing
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This document provides an overview of contextual marketing strategies for Redfin. It discusses how Redfin can improve customer acquisition, loyalty, and conversion by leveraging customer data and behaviors to personalize marketing messages based on factors like location and weather. The presentation evaluates Redfin's current capabilities and provides examples of contextual email campaigns involving welcome messages, abandoned cart reminders, and weather-based conversations. It emphasizes testing campaigns and optimizing use of customer data to deliver more appropriate, coordinated, and personalized interactions.
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StrongView Webinar: The A,B,C's of Contextual Marketing
- 1. Proprietary and Confidential | 1 HEADLINE EXAMPLE Katrina Conn, VP of Marketing Services Lisa Taylor, Marketing Manager, Redfin THE ABC’S OF CONTEXTUAL MARKETING STRONGVIEW & REDFIN
- 3. Proprietary and Confidential | 3 FrequenciesTransactions PropensitiesProductsDemographics Prompt Research Purchase Redeem Review Share Home Commute Shop Work Learn Support DesktopPOS Phone Laptop Tablet Console Weather Stocks Activities Devices Locations Conditions Conditions StrongView’s Vision A System Of Context For EmailFrequenciesTransactions PropensitiesProductsDemographics Context Emerges Within the Message FrequenciesTransactions PropensitiesProductsDemographics Home Commute Shop Work Locations FrequenciesTransactions PropensitiesProductsDemographics Home Commute Shop Work DesktopPOS Phone Laptop Tablet Console Devices Locations FrequenciesTransactions PropensitiesProductsDemographics Prompt Research Purchase Redeem Review Share Home Commute Shop Work Learn Support DesktopPOS Phone Laptop Tablet Console Activities Devices Locations FrequenciesTransactions PropensitiesProductsDemographics Prompt Research Purchase Redeem Review Share Home Commute Shop Work Learn Support DesktopPOS Phone Laptop Tablet Console Weather Stocks Activities Devices Locations Conditions Conditions FrequenciesTransactions PropensitiesProductsDemographics Prompt Research Purchase Redeem Review Share Home Commute Shop Work Learn Support DesktopPOS Phone Laptop Tablet Console Weather Stocks Activities Devices Locations Conditions Conditions
- 4. Proprietary and Confidential | 4 Enabling Contextual Marketing for Enterprises APPROPRIATE COORDINATEDCOHERENT PROGRAMMATIC Contextual, Real-Time, 1:1 Marketing @ Scale “Present Tense Marketing” USEFUL
- 5. #svdata Beginner Novice Follower Leader Present Tense Marketer No Personalization Batch Campaigns Basic Segmentation & Personalization Campaigns with Simple Attributes Lifecycle Marketing Automated/ Triggered Programs Real-Time Cross Channel Marketing Cross-Channel Event Driven State Aware – Contextual Marketing Based on Customer Profile, Interaction, and External data LowModerateHigh Value Digital Marketing Evolution Maturity
- 6. Proprietary and Confidential | 6 10 10 8 9 9 46 Your Present Tense Marketing Opportunity Acquisition & Revenue: 10/20 Maximize subscriber acquisition and customer conversion via digital channels Context: 10/20 How are you leveraging data to understand customer state and personalize based of this context Data: 8/20 Identify Data available for testing, lifecycle & personalization of messaging Efficiency: 9/20 Automation of the Customer Journey messaging/Lifecycle programs – Testing automation Cross-Channel: 9/20 Biggest area of opportunity to incorporate & Orchastrate Cross- channel approach into Customer Experience and lifecycle messaging Your Present Tense Marketing Potential Your Score Today (59/100)
- 7. Proprietary and Confidential | 7 Context Improves Digital Marketing Appropriate for the current context Blend Behavior, intent and need into context Coordinated with other interactions USING the ABC’s of CONTEXT
- 8. Proprietary and Confidential | 8 Determining Appropriate Messages Customer Experience
- 9. Proprietary and Confidential | 9 Blend Behavior, Need and Intent into Context Customer Intent Customer Behavior Customer Need
- 10. Proprietary and Confidential | 10 Coordinating Messaging Across Touchpoints Coordinate Customer Interactions
- 11. Proprietary and Confidential | 11 HEADLINE EXAMPLE Lisa Taylor ALWAYS BE CONTEXTUAL REDFIN EMAIL MARKETING
- 12. Proprietary and Confidential | 12 Who Redfin is
- 13. Proprietary and Confidential | 13 What We Do
- 14. Proprietary and Confidential | 14Proprietary and Confidential | 14 REACTIVATION LOYALTY CONVERSION
- 16. contextual
- 17. Proprietary and Confidential | 17 New Registrant Series
- 18. Proprietary and Confidential | 18 New Registrant Series – Email 1
- 19. Proprietary and Confidential | 19 New Registrant Series – Email 2
- 20. Proprietary and Confidential | 20 New Registrant Series – Email 3
- 21. Proprietary and Confidential | 21 New Registrants Welcome Lifecycle Program
- 22. Proprietary and Confidential | 22 Abandoned Cart Email
- 23. Proprietary and Confidential | 23 Nurture Email
- 24. Proprietary and Confidential | 24 MAKE IT STOP!
- 25. Proprietary and Confidential | 25 Make It Personal
- 26. Proprietary and Confidential | 26 Conversation Starter
- 27. Proprietary and Confidential | 27 Getting Contextual with Weather
- 28. Proprietary and Confidential | 28Proprietary and Confidential | 28 REACTIVATION LOYALTY CONVERSION
- 29. Proprietary and Confidential | 29 Contact 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 ContactRate Days since email was sent Sample Contact Rate Graph Email team contribution Experiment Control
- 30. Proprietary and Confidential | 30 CUSTOMER DATA + TESTING = SUCCESS TEST TEST TEST TEST TEST TEST +
- 33. Proprietary and Confidential | 33 Redfin: Contextual Awareness & Data Availability Acquisition & Revenue 10/20 Context Awareness 14/20 Data 14/20 Efficiency 11/20 Cross Channel 12/20 Present Tense Marketing Potential 39/100
- 34. Proprietary and Confidential | 34 Context Matters In All Industries
- 35. Proprietary and Confidential | 35 Contextual Marketing ABC’s Context Customer Data Personalized Interactions ABC’s of Context Use what you know about your subscribers or customers current state to: Always Be Appropriate for the current context Blend Behavior, intent and need into context Coordinate with other interactions
- 36. Proprietary and Confidential | 36 HEADLINE EXAMPLE Proprietary and Confidential | 36 QUESTIONS Follow & Contact Your Presenters: Katrina Conn: @KatrinaConn Lisa Taylor: lisa.taylor@redfin.com Learn How Present Tense your Marketing is: www.presenttensemarketing.com StrongView Contact Info: Customers: Contact your account manager Non-customers: Toll Free: (800) 971-0380 Intl: (650) 421-4255 Email: info@strongview.com