Inspire Chicago - Creating Customer Journeys as Unique as your Customers

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Inspire Chicago - Creating Customer Journeys as Unique as your Customers

  1. 1. 7/11/14   1   Creating Customer Journeys as Unique as Your Customers Speaker Name and Title Everyone is using technology in almost every situation these days… And your consumers are no exception
  2. 2. 7/11/14   2   Customers are using ALL channels to browse and purchase Forrester Reports: use the Internet daily of Adults   84%   Customers are using ALL channels to browse and purchase ComScore reported that consumers use their smart phones to assist them while shopping. 4 out of 5   Customers are using ALL channels to browse and purchase Depending on the source, experts estimate anywhere between of in-store purchases are influenced on the web. 60% to 90%  
  3. 3. 7/11/14   3   Customers are using ALL channels to browse and purchase research products online,   and nearly 81%  of consumers regularly Nielsen says… actively shop online,83% have purchased online.70% If your customers are always present, Are you present with them?
  4. 4. 7/11/14   4   Customers expect to be at the center of your world, and you need to put them there. Data collection Data Analysis Personalization Real-Time Marketing
  5. 5. 7/11/14   5   3to create the ultimate Customer Journey Key Strategies Take advantage of every opportunity to capture customer data in a thoughtful way that supports your marketing initiatives1 A McKinsey analysis of more than 250 engagements over five years revealed that companies putting data at the center of their marketing and sales decisions improve their marketing return on investment by 15–20%. Forbes 2013
  6. 6. 7/11/14   6   There is a growing divide between the retailers that tap into personalization and manage data to drive purchases vs. retailers that don’t Taken from 4 Retail Marketing Challenges ExactTarget Marketing Cloud, 2014 Reality Check Taken from 4 Retail Marketing Challenges ExactTarget Marketing Cloud, 2014 Reality Check
  7. 7. 7/11/14   7   Taken from 4 Retail Marketing Challenges ExactTarget Marketing Cloud, 2014 Reality Check Meet •  32 years old •  Married •  Sales rep at Fortune 500 Company •  New customer and not a current subscriber •  Has a monthly ’book club night' which is really just a reason for Melissa and the rest of her friends to drink wine and catch-up Acquire Upon entering the site, she sees a full page of recommended anti-aging products. Melissa does a quick Google search for anti-aging eye cream. One of the first hits is myskincare.com, and she decides to take a look. Anti-Aging Cream MySkinCare.com – find the perfect skin regimen for you! Keep Your Youthful Glow! Take the Quiz! Melissa is prompted to enter her email address and take a quick quiz to figure out the best products for her. Email Address: melissa@gmail.com Begin Quiz!
  8. 8. 7/11/14   8   Explore Preferences Melissa begins the quiz and answers a series of guided questions about her skin and complexion. Makeup Discover Beautiful Skin 1. How would you describe your skin type? Discover Beautiful Skin 2. What is your age? Discover Beautiful Skin 3. Choose which best fits your goals to improve your skin and complexion. Melissa’s Customer Profile Chicago, IL Moisturizer Married Facebook Friend Melissa Email Opt-In Wrinkle Creams Warm Color Palate Light Complexion Blue Eyes female Oily/Dry Skin Anti-aging Prioritize how you want to analyze your data in order to create 1:1 relationships with customers.2
  9. 9. 7/11/14   9   “Theabilityextractdata-tobeabletounderstandit,processit, extractvaluefromit,visualizeit,andcommunicateitisgoing tobeahugelyimportantskillinthenextdecades” Hal Varian Google Chief Economist "You can never have too much data - bigger is definitely better. The more data you can collect the finer-grained the results can be.” Werner Vogels Chief Technology Officer Amazon Your best marketing campaigns are deeply rooted in what you know about each individual customer. In short, Relevance Sells.
  10. 10. 7/11/14   10   Taken from 4 Retail Marketing Challenges ExactTarget Marketing Cloud, 2014 Reality Check To leverage data effectively, collecting implicit and explicit customer data is the first step. Melissa  Smith    melissa@gmail.com     Age  32      @MelissaSmith01   Chicago,  IL      Facebook  Friend  &  Email  Subscriber   From there, you can automatically build personal profiles for each of your customers. Even if Melissa had opted out of the quiz and decided to browse the site on her own, MySkinCare would still be able to collect implicit data, such as browsing history and clicks. Did you know?
  11. 11. 7/11/14   11   BIG data is a BIG deal Personalize all marketing efforts, including triggered email campaigns and predictive content on your website3 Content personalization is currently being leveraged by 55% of retailers we surveyed. …Are you?
  12. 12. 7/11/14   12   Behavior-driven messages across any channel, any time41% of consumers buy more from brands who send personalized emails based on past buying behaviors. -Return Path 77% of marketers say that personalization based on purchase history has a high impact on ROI. - eConsultancy, 2013 A recent Harvard Business Review column supports the fact that personalization can deliver 5 to 8 times the ROI on marketing spend and produce a sales lift of 10% or more. Mckinsey & Company Taken from 4 Retail Marketing Challenges ExactTarget Marketing Cloud, 2014 Reality Check
  13. 13. 7/11/14   13   Predict the Next Best Product Add to cart Anti-Wrinkle Moisturizer http://www.myskincare.com Re-engage Triggered email sends a remarketing message for the moisturizer based on Melissa’s web behaviors Melissa reads the email at work… …but accidentally deletes it Remember this? Free Shipping Code: a2Xbf5 Anti-Wrinkle Cream Customer Support Melissa Smith @MelissaSmith @MySkinCare_Consult I deleted my coupon :( Can you help? MySkinCare Consult @MySkinCare_Consult @MelissaSmith Sorry to hear that Melissa. We DM’d you the promo code. Let us know if there’s anything else we can do!
  14. 14. 7/11/14   14   Leave your Feedback! Moisturizer Thanks for your purchase! Please rate your product here: Join the MySkin Club! Receive exclusive offers and info on local events! Enter your mobile number for mobile alerts and offers! YES!   Not  Now   555-145-2910 Triggered Send +14 days Triggered Send +7 days Review & Re-engage 3 Months Later… Melissa is out of moisturizer so she stops by the MySkinCare kiosk at the mall. The consultant pulls up a digital copy of Melissa’s profile by entering her unique identifier into the system. Melissa’s receives the eReceipt on her phone, which contains a bounce back offer with upsell opportunities. eReceipt $50.32 •  Foundation •  Moisturizer Thanks for your purchase! Have you seen these? The consultant also recommends that Melissa try a new SPF foundation to go with the moisturizer. Melissa purchases both items and requests an eReceipt. reading Channel Preference Based on her preferences Melissa may receive an SMS alert about an upcoming local event Or receive an email about special news or offers MySkinCare Club Newsletter July An exclusive look at our new line! skincare traveling new customer MySkinCare Club Event North Elm Mall this Friday. bit.ly/a5q4
  15. 15. 7/11/14   15   Summation of Melissa’s Customer Journey Email Address: melissa@gmail.com Add to cart Remember This? @MySkinCare_Consult Add to cart What did you think? 555-145-2910 Join the MySkinCare club & sign up for mobile alerts! Come to our event! Your eReceipt July Newsletter Get an exclusive look! Your sophisticated, hyperconnected consumer isn’t going to wait for you to catch up with them 3to create the ultimate Customer Journey Key Strategies Take advantage of every opportunity to capture customer data in a thoughtful way that supports marketing initiatives Prioritize how you want to analyze your data in order to create 1:1 relationships with customers. Personalize all marketing efforts, including triggered email campaigns and predictive content on your website
  16. 16. 7/11/14   16   Now it’s Your Turn… Experience Marketing Like Never Before Experience  world-­‐class  educaQon   and  entertainment   SEPTEMBER  23-­‐25    •    INDIANAPOLIS,  IN         Explore  emerging  connected   technologies   Hear  from  the  brightest   innovators  and  biggest  brands     Register  today  using  code:     B A Z V C N X     at  exac^arget.com/connecQons   For one incredible week, the world’s best marketers come together to:

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