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Using one-to-one digital advertising to drive retail

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Using one-to-one digital advertising to drive retail

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Using one-to-one digital advertising to drive retail

  1. 1. Using one-to-one digital advertising to drive retail Leveraging loyalty and customer data for increased advertising ROI Kevin Doyle Director, Advertising Products Kevin.Doyle@salesforce.com @KevinKDDoyle
  2. 2. 2013 • 2014 • 2015 2008 • 2009 • 2010 2011 • 2012 • 2013 2014 • 2015 2011 • 2012 2013 • 2014 2015 Most innovative companies in the world $1.6BQ2 FY16 revenue 17KEmployees 6th Largest Software Company in the World Today
  3. 3. Every Retailer Wants to Get Closer to Their Shoppers ​ Food & Drug ​ Quick Service Restaurants ​ Disruptors ​ Department Stores ​ Specialty​ Luxury ​ Mass Merchants
  4. 4. #CNX16 "Advertising is salesmanship mass-produced. No one would bother to use advertising if he could talk to his prospects face-to-face. But he can’t." ‒ Morris Hite
  5. 5. ​ Morgan Stanley ​ http://mobile.nytimes.com/2016/04/18/business/media-websites-battle-falteringad-revenue-and-traffic.html?referer= “In the first quarter of 2016, 85 cents of every new dollar spent in online advertising will go to Google or Facebook”
  6. 6. More Data Than Ever to Power Customer Journeys Web & AppsPoint of Sale ContextualCRM of the world’s data created in the last 2 years 90%
  7. 7. Target actual people with ads using Social Your E-Mail, or CRM Database Include or Exclude iluo@salesforce.com clorimer@salesforce.com kevin.doyle@salesforce.com jwhittaker@salesforce.com christopher.thomas@salesforce.com nathan.brown@salesforce.com
  8. 8. First Party Data Drives Results Salesforce Marketing Cloud, social.com data for 2015 0.54% 0.97% Without Facebook Custom Audiences Using Facebook Custom Audiences Click Through Rate (CTR)
  9. 9. But… exporting customer data introduces new risks, and is a manual and time consuming process Your customers, now securely matched to an audience on the advertising network. Resting file of customer details, unsecure on employees computer Your data, already in the trusted environment of Salesforce
  10. 10. Automation & Security with Advertising Studio Audiences Your customers, now securely matched to an audience on the advertising network. Resting file of customer details, unsecure on employees computer Your data, already in the trusted environment of Salesforce Advertising Studio Audiences Only hashed data leaves Salesforce Automated audience updating Trigger advertisements based on the customer journey
  11. 11. Powering customer journeys with tangible results Email + ads reached 77% more subscribers, combined were 22% more likely to purchase Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational. EMAIL OPENERS COMBINED ADS + EMAIL ADS ONLY ACTIVE SUBSCRIBERS INACTIVE SUBSCRIBERS unique click-through rates by ad segment. $13 for every $1 spent targeting inactives Acquisition Engagement Re-engagement L’Oreal increased their Click Through Rates by 68%
  12. 12. Introducing, the Facebook Retail Lead Engine
  13. 13. In late 2015, Facebook launched Lead Gen Ads Revolutionising how brands drive leads
  14. 14. But… The lead gets stuck in Facebook Manual process for obtaining Leads increases the time taken to respond Close rate Response time
  15. 15. 1) Daily automated send of best customers for Lookalike Audience 2) Facebook returns new leads from Lead Gen Ads in real time 3) Trigger Call from Sales Person 3) Trigger new Customer Journey - Email, SMS, Push Message in App, Advertisement… 4) EXCLUDE converted customers from acquisition advertising on Facebook, Google, Instagram or Twitter 4) Send converted customers back to Facebook to find new Lookalike audiences The self fueling Facebook Retail Lead Engine
  16. 16. The three quickest wins for Retail in 2016 1 2 3Exclude existing customers from Google PPC (where it makes sense) Integrate advertising into your customer journeys Acquire new customers using existing Facebook spend via the Facebook Retail Lead Gen Engine Email open + Facebook ad = 22% more likely to convert #1 strategy in digital for acquisition Customers report 20-40% ad spend saving
  17. 17. thank y u

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