5. Click the center icon >>>>>
and browse for the image you want to insert.
IF IMAGE INSERTS IN FRONT OF FOOTER,
Right click on the image and
Select Arrange/Send to Back
33. Many people think our main
competition is Bing or Yahoo.
But, really our biggest search
competitor is Amazon.
Eric Schmidt – Chairman, Google
@kyleplacy / #LDA2014
42. 69% of email consumers
unsubscribe because brands
send too many emails.
@kyleplacy / #LDA2014
43. The Approach to
Personalized Content
•Guided Selling
•Predictive Intelligence
@kyleplacy / #LDA2014
44.
45.
46.
47.
48.
49.
50.
51.
52.
53. 12-25% increase in sales if
the transactional message
includes personalized
product recommendations.
Salesforce Marketing Cloud
@kyleplacy / #CMREvolve
70. “All told, they found that for every 1 percent
increase in the number of Airbnb bookings,
there is a .05 percent decrease in hotel
revenue”
Study by Boston University
@kyleplacy / #LDA2014
86. We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
@kyleplacy / #LDA2014
87. Meet Susan
42 year-old, mother of three
Outdoor enthusiast
Planning Colorado hiking trip
89. NTO Listens, Engages & Sends Susan to Their Website
Listen for
specific topics
Engage with
content & links
Build personal
relationships
with customers
✔
✔
✔
90. NTO Delivers Engaging Experiences and Converts
Susan to a Known Contact
✔
✔
✔
Track anonymous browsing
behavior and make product
recommendations
Convert to a known contact
with compelling offer
Activate email relationship
91. NTO Drives Personalized Product Recommendations
✔
✔
✔
Offer highly personalized
product & content
recommendations
Guide customers through
the entire shopping
experience
Automate thank you
& loyalty programs
92. Susan’s Profile and Behavior Triggers Personalized
Content
✔
✔
✔
Trigger personalized emails
Ensure emails look great
on desktop & mobile
Re-engage with personalized
communications triggered from web
experiences, like an abandoned
shopping cart.
93. NTO Targets Ads to Susan on Facebook & Twitter
✔
✔
✔
Create highly relevant content to
continue engagement
Follow up with email subscribers who
do not click or open emails
Target customers with
personalized paid ads based on
preferences & history
94. NTO Sends Susan Location-Based Offers
✔
✔
✔
Drive mobile commerce,
SMS, MMS and with
in-app mobile alerts
Trigger interactions exactly at
the right place and right time
Use templates to build
campaigns quickly and easily
95. NTO Even Personalizes the In-Store Experience
✔
✔
✔
Know what your customers
are interested in
Recommend add-on and
alternative products to items
that are out of stock
Inquire about past
purchases to build loyalty
96. Sends Transactional Messages,
Like Receipts and Shipping Alerts
✔
✔
✔
Cross-sell using customer
data preferences & history
Maintain brand integrity
with beautifully designed
transactional messages
Deliver automatically at the
right time using multiple
data sources
97. It is no longer about getting
attention...
You should be focused solely on
delivering a seamless customer
experience from sale to retention.
@kyleplacy / #LDA2014
98. Experience is the only thing
that makes you relevant...
it starts with data and ends
with the experience.
@kyleplacy / #LDA2014
Editor's Notes
Talk Track
Our mission is to inspire organizations to drive phenomenal business results with digital marketing technology that spans the entire customer journey. Our customers range from business-to-business and non-profits, to some of the largest business-to-consumer companies in the world—like Bank of America, Nike, Unilever, and The Gap. These leading brands, big and small, know that it’s more important than ever to develop real relationships with their customers – and the results prove it.
Last mile project – how do you innovate around the delivery point.
Starting this week, Google will charge $10 a month, or $95 a year, for unlimited same-day or overnight delivery on orders over $15. Nonmembers will pay $4.99 an order, or $7.99 if the order costs less than $15. Until now, the deliveries had been free.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
Has a presence in nearly every country on earth
Median price of a hotel vs cost of an Airbnb apartment
Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
Google and Waze have already started to share data (May 2014), in addition, Google is rolling out retail delivery with Shopping Express, and also has self-driving cars.
Uber enables P2P transportation –largest investor is Google $258m
Apps can pass a destination address to the Uber app, display pickup times, provide fare estimates, access trip history and more.
Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
Has a presence in nearly every country on earth
Median price of a hotel vs cost of an Airbnb apartment
Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
Has a presence in nearly every country on earth
Median price of a hotel vs cost of an Airbnb apartment
Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing.
Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
Talk track
Meet Susan. She is a 42 year old, mother of three who loves running, hiking, gardening and camping. An outdoor enthusiast, Susan is planning a hiking trip to Colorado but she doesn’t have any good hiking boots.
Talk track:
Like many people, she turns to friends and family for advice and posts a message on Twitter or Facebook.
Talk Track:
Fortunately, Northern Trails Outfitters, an outdoor retail store that sells hiking boots, is using Radian6 to listen to conversations on social media. The marketing department is listening to mentions of their products, their competitors, and even mentions of things like tents, camping, and hiking boots. The marketers pick up Susan’s tweet and respond to her with a message that says “We would love to talk to you about hiking boots and hiking in general! Here is a link to a useful mobile app that will tell you where all the best hiking trails are in Colorado.”
Talk Track:
Susan is intrigued by the hiking mobile app and thinks it will be a great way to prepare for her summer trip. She goes to ntoutfitters.com and starts to search Colorado for hiking locations.
She finds some cool hiking spots with the rating, distance, elevation, route type and reviews. She decides she would like to download the mobile app and provides her name, email and mobile number. Even better, she is impressed with the experience she has had so she signs up for the Northern Trails newsletter. This is a VERY important step because an anonymous user is now a known contact within the ExactTarget Marketing Cloud, and we can now continue to engage with her on her journey to find, try and eventually buy hiking boots.
Talk Track:
She doesn’t realize it, but the Northern Trail Web Site is now completely personalized for her. The site is making personalized product recommendations and even guides her through the entire buying process. Susan decides to purchase a specific high-performance hiking boot made for women who need extra support for high arches.
Talk Track:
Like everyone else, Susan gets busy and a few days go by before she thinks about buying hiking boots. One evening, she starts checking her email and sees she has a message from Northern Trail. Incidentally, her email looks great on both her mobile phone and the desktop.
The marketers at Northern Trail can tell if she has opened it, clicked on links and responded to any offers. In this case, she gets distracted and doesn’t actually click through to their site.
Talk Track:
That evening, she is checking Facebook and relaxing. She notices an ad in her Facebook profile for the very hiking boots she tried on and loves! Because we have her email address, we are able to market to her on Facebook and continue the journey across multiple channels.
Talk Track:
The following Saturday, Susan is out shopping and receives a push notification. It tells her that she is near a Northern Trail Outfitter store and offers her a discount on hiking boots! She is reminded that she needs to get those boots and decides this is a great opportunity to stop by and try some on. Susan has a great experience at the retail store but doesn’t end up buying any boots. She picked out a pair she loves and she is debating whether or not she should spend that much on hiking boots.
Talk Track:The journey doesn’t end there. Every day, more and more devices are connecting to the Internet. This means marketers can deliver messages directly to these devices and continue interacting with their customers whenever and wherever they are. This increases loyalty and repeat purchases by connecting the marketing, sales and service cycle. Here, in the client-telling app the sales associate can see that Susan was also looking at this jacket on the website so she offers it to Susan when she is in the store.
Talk Track:
Susan is thrilled. After her purchase, she receives an automated thank you email and an invitation to enroll in the company loyalty program. (Mobile SMS notifying the order has shipped?)