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How Smart Brands Use Digital Marketing to Acquire, Engage, & Retain Customers


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Today’s consumers are hyper connected, better informed and more empowered than ever. And they expect brands to deliver personalized offers, information and service at every stage of the customer life cycle.

To acquire and retain the new consumer, customer-centric brands are rapidly replacing ineffective, fragmented one-size-fits-all mass advertising campaigns with data-driven one-to-one communications that are tailored to the needs, interests and location of the consumer. As a result, these companies are converting more shoppers to buyers, producing higher revenues and improving customer retention.

In this briefing, Joel Book of Salesforce Marketing Cloud will discuss the major trends that are driving the convergence of marketing, sales and customer service and share examples of companies using 1:1 omni-channel digital marketing strategies – powered by Email, Mobile, Social Media and Web Personalization – to acquire, onboard and retain customers.

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How Smart Brands Use Digital Marketing to Acquire, Engage, & Retain Customers

  1. 1. Marketing in the Era of the Connected Consumer Why Successful Brands are Doubling Down on Digital to Fuel Customer Engagement and Retention!
  2. 2. Joel Book Principal, Marketing Insights Salesforce Marketing Cloud @JoelBook About Me . . . Career History:  14 years in Magazine Publishing  15 years in Database Marketing  11 years in Digital Marketing
  3. 3. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completedand any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward-looking statements.
  4. 4. Source: Gartner - Digital Marketing Spending report (2014) In 2014, Digital Marketing spending averaged one-quarter of the marketing budget.
  5. 5. Source: Accenture Interactive – CMO Insights (2014) By 2019, CMOs predict Digital Marketing will account for 75% of the marketing budget.
  6. 6. The Connected Consumer More Informed. More Empowered. More Demanding.
  7. 7. of consumers know what product they want to buy before ever entering a store. Bazaarvoice: "Social Trends Report” (2013)
  8. 8. of the B2B purchase decision- making process is complete . . . Source: The Digital Evolution in B2B Marketing - CEB and Google (2013) before the buyer contacts a supplier.
  9. 9. of US consumers research online before buying. Source: UPS, comScore, & The e-tailing Group “Pulse of the Online Shopper" 2014
  10. 10. of shoppers want self-service access to digital content. Source: Cisco Internet Business Solutions Catch and Keep Digital Shoppers 2013 Scotts’ website provides access to: • Product Use Details • Ratings & Reviews • Q&A
  11. 11. of consumers trust the opinions and reviews posted online by other consumers. Source: Nielsen: “Global Trust in Advertising and Brand Messages” September 2013
  12. 12. In 2014, Smartphones and Tablets surpassed Desktop and Laptop PCs as the leading devices consumers use for product research. Source: Nielsen - "Mobile Path to Purchase: The New Shopper Mindset” June 2014
  13. 13. MOBILE The Power Tool of the Connected Consumer Shopping
  14. 14. Source: Ipsos Observer of US mobile device users prefer Mobile Push notifications for:  Appointment Reminders  Transaction Confirmation  Special Offers  Order Updates
  15. 15. Proximity Marketing is Localizing Consumer Engagement of smartphones are enabled to connect to beacons today. {That number is expected to grow to 80% in the next 15 months!} Source: Forrester, January 2015
  16. 16. of all US email opens occurred on a mobile device in Q1 2015. Source: Movable Ink - US Consumer Device Preference Report, 2015
  17. 17. of US consumers are email subscribers. Source: Salesforce Marketing Cloud
  18. 18. prefer email for promotional communications. prefer email for service communications. Source: Salesforce Marketing Cloud
  19. 19. of consumersrelyon socialnetworksto guidetheir purchase decision. Source: SproutSocial, 2014
  20. 20. “Serving” has become the new “Selling” 50% of Consumers Prefer Social Media to the Telephone for Customer Service Source: Amdocs (2014)
  21. 21. “Serving” has become the new “Selling” 72% of customers who post a complaint on Twitter expect a response within one hour Source: Lithium Technologies (2014)
  22. 22. Successful Marketing Hinges on Customer Engagement 1
  23. 23. The Customer Experience Life Cycle Business Getting Business Keeping Brands Must Deliver Relevant Content at Every Life Cycle Stage and through Every 1:1 Channel
  24. 24. Source: Retail Systems Research of consumers buy more from retailers who personalize across channels!
  25. 25. Awareness Evaluation Purchase Usage RePurchase Advocacy Brands Must Optimize the Customer’s Journeys from Product Purchase through Product Use 2
  26. 26. New Customer Onboarding Customer Service & Support Product Purchase Product Research & Evaluation Remarketing & Cross-Selling Customer Journeys Span All Stages of the Customer Life Cycle Repurchase & Renewal
  27. 27. Optimizing Customer Journeys Improves Revenue, Referral & Retention Customer satisfaction Revenue growth Willingness to recommend Less likely to cancel/churn *Transforming Customer Experience: From Moments to Journeys, 2013
  28. 28. Data is the “Digital Fuel” for Delivering a Personalized Customer Experience Explicit Data (Reported) + Implicit Data (Observed) 3 Channels Applications Email Email Marketing Retail Store Website Print Advertising Social Media Dealer/Agent Broadcast Mobile Mobile Messaging CRM E-Commerce Call Center Billing Service Warranty Demographic  Email Address  Physical Address  Gender  Age  Product Needs & Interests Customer Profile Psychographic Behavioral  Buyer Persona  Brand Affinity Persona  Social Media Persona  Media/Messaging Opt-in  Purchase Transactions  Service Claims / Cases  Event Attendance  Campaign Response  NPV; CLTV
  29. 29. Response to Facebook Ad (Facebook Custom Audience) Email Signup via Brand Website Welcome Email / Request for Needs & Interests Site Browsing & Guided Exposure to Content Email 1 Triggering Mobile App Download Email 2 & Invitation for Mobile Push Sign up Progressive Profiling Enables Brands to Learn about the Customer’s Interests and Predict what Offers, Information and Service are Relevant and Timely ProgressiveProfiling Twitter: @MelissaSmith01 Melissa Smith Postal Address Email: Preferred Retailer Birth year Mobile Phone Number Personal Profile Data Browsing Behavior Product Interests Promotion Participation Mobile App Downloaded Product Purchase History Requested Push Notifications Customer Service History
  30. 30. When customer data is used to predict and deliver personalized content, Conversion Rates increase 6 – 9%! Personalized Interaction Drives Higher Conversion Source: 2014 Salesforce Marketing Cloud - Predictive Intelligence Benchmark Report Email Mobile Online
  31. 31. And you’re no longer competing with just your peers.
  32. 32. You’re Competing with Brands that also Deliver a Personalized Customer Experience Plans every step for driver and riderKnows you better than you know yourself
  33. 33. Keys to Successful Digital Marketing
  34. 34. 1:1 Interaction Invest in technology that enables you to use data to predict and deliver offers, invitations, content and service via website, email and mobile devices that is relevant and timely.
  35. 35. Audience Development Capitalize on every opportunity to grow your audience of email subscribers, mobile app users, & mobile alert opt ins. Control your own destiny!
  36. 36. Mobile Optimization Use responsive design to optimize email communications, websites and landing pages for user-friendly navigation, readability and response on mobile devices.
  37. 37. Social Media Marketing Use Social Listening and Direct Response Advertising (i.e. Facebook Custom Audiences, Twitter Lead Cards) to generate leads and acquire new email subscribers.
  38. 38. Journey Management Define and automate 1:1 journeys for each critical stage of the customer life cycle from product evaluation and purchase through product usage and repeat purchase.
  39. 39. Joel Book Principal, Marketing Insights Salesforce Marketing Cloud @JoelBook Thanks!