This document discusses how successful brands are doubling down on digital marketing to fuel customer engagement and retention in the era of the connected consumer. It notes that digital marketing spending is increasing rapidly and will account for the majority of marketing budgets by 2019. It also outlines how consumers are more informed, empowered, and demanding due to digital technologies and highlights the importance of data-driven personalized marketing across channels to optimize the customer experience at every stage of the customer lifecycle.

1. Marketing in the Era of the
Connected Consumer
Why Successful Brands are Doubling Down on Digital
to Fuel Customer Engagement and Retention!

2. Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
jbook@salesforce.com
@JoelBook
About Me . . .
www.linkedin.com/in/joelbook/
Career History:
 14 years in Magazine Publishing
 15 years in Database Marketing
 11 years in Digital Marketing

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5. Source: Gartner - Digital Marketing Spending report (2014)
In 2014, Digital Marketing spending averaged
one-quarter of the marketing budget.

6. Source: Accenture Interactive – CMO Insights (2014)
By 2019, CMOs predict Digital Marketing will
account for 75% of the marketing budget.

8. The
Connected
Consumer
More Informed.
More Empowered.
More Demanding.

9. of
consumers know
what product
they want to buy
before ever
entering a store.
Bazaarvoice: "Social Trends Report” (2013)

10. 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.

11. of US
consumers
research
online before
buying.
Source: UPS, comScore, & The e-tailing Group
“Pulse of the Online Shopper" 2014

12. 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

13. of
consumers trust
the opinions and
reviews posted
online by other
consumers.
Source: Nielsen: “Global Trust in
Advertising and Brand Messages”
September 2013

14. 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

15. MOBILE
The Power Tool of the
Connected Consumer
Shopping

16. Source: Ipsos Observer
of US mobile device users prefer
Mobile Push notifications for:
 Appointment Reminders
 Transaction Confirmation
 Special Offers
 Order Updates

17. 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

18. of all US
email opens
occurred on a
mobile device in
Q1 2015.
Source: Movable Ink - US Consumer Device Preference Report, 2015

19. of US
consumers
are email
subscribers.
Source: Salesforce Marketing Cloud

20. prefer email
for promotional
communications.
prefer email
for service
communications.
Source: Salesforce Marketing Cloud

21. of
consumersrelyon
socialnetworksto
guidetheir
purchase
decision.
Source: SproutSocial, 2014

22. “Serving” has become the new “Selling”
50% of Consumers Prefer Social Media
to the Telephone for Customer Service
Source: Amdocs (2014)

23. “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)

25. Successful
Marketing
Hinges on
Customer
Engagement
1

26. 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

27. Source: Retail Systems Research
of
consumers
buy more from
retailers who
personalize
across
channels!

30. Awareness Evaluation Purchase Usage RePurchase Advocacy
Brands Must Optimize the Customer’s Journeys
from Product Purchase through Product Use
2

31. 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

32. 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

33. 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

34. 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:
MSmith@gmail.com
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

35. 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

39. And you’re no longer competing
with just your peers.

40. 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

41. Keys to
Successful
Digital
Marketing

42. 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.

43. Audience Development
Capitalize on every
opportunity to grow your
audience of email
subscribers, mobile app
users, & mobile alert opt
ins. Control your own
destiny!

44. Mobile Optimization
Use responsive design to
optimize email
communications, websites
and landing pages for
user-friendly navigation,
readability and response
on mobile devices.

45. 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.

46. 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.

47. Joel Book
Principal, Marketing Insights
Salesforce Marketing Cloud
jbook@salesforce.com
@JoelBook
Thanks!
www.linkedin.com/in/joelbook/