Bernard Chung, SAP Hybris share his marketing prowess - delivered to a SAP Hybris Global Summit Audience. Customer engagement is constantly evolving. Now it’s not just about providing customers with relevant content. You need to reach them when they want to be reached. By understanding the full context of your customers, you can know exactly when to engage them for better results. Learn three key competencies that can help you go beyond personalized marketing to marketing in the moment. For more visit us at: http://www.hybris.com/marketing

1. PUBLIC
Bernard Chung
October17,2017
Discover the Three Keys to
Marketing in the Moment

2. 3PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Evolution of customer engagement
Brand marketing
Target marketing
Real-time
marketing
Right-time
marketing
Build it, they will come
Brand strength
One-way communication
Segment division
Interactive dialog
Customer identity and
profile
Solving a customerneed
Customermotivation
MASS SEGMENTS INDIVIDUALIZED IN-MOMENT
Purpose
Insight

3. 4PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
USE
Customer journey is made up of moments
AWARENESS
CONSIDERATION
ACTION CONSIDERATION
ADVOCACY
I want new devices
Comparesdevices
Open e-mail and clickon offer
TV Web
Print
Word of
mouth
Store
Social
Reviews
E-mail
Web site
ACTION
Purchasesmobilephone
DISCOVERY
Learn more
Web site
Logs in to Web site
and buys the tablet
IDENTIFY
NEED
SHOP AND
BUY
LOG IN AND
BUY
iPhoneactivation
RECEIVE
PACKAGE
POST
REVIEW
Share the moment
BILLING
CROSS-SELL
OFFERE-mail
Web site
INTEREST
Evaluates offer
ACTION
Pays bill online
Usage: 8GB
Location: NY, CHI, SF
Interest: Music, headsets
Social: @sammyj
Sentiment: Happy
*** ANONYMOUS***
Category: Mobile devices
Basket: Apple iPad Pro
In-store system
Customer: Sam Jones
E-mail: samjones@me.com
Product: Apple iPhone X
Service: 3-year warranty
Offer: 10% discount
Response: Yes
*** IDENTITY MATCHED ***
Product: iPhone X, iPad Pro
Service: 3-year warranty
PERSONAL
OFFER

4. 5PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
What are “in moments”?
These are moments in time where customers are open to
having their preferences influenced and are ready to make decisions.
Getting married
Life moments Everyday moments
Bought
a house
Child going to college
Expecting
our first
baby
I want-to-be-
entertained
moments”
I want-to-eat
moments
I need-to-learn
moments
I need-to-buy
moments

5. 6PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
In-moment marketing requires contextual insights
Leverage the real-time contexts to deliver the best customer experiences.
What they may do
In-moment
individualization
Presentation of
relevant content across
all touch points
What they are doing now
What they have done
The customer
EXPLICIT
IMPLICIT
BUY

6. 7PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Market in the Moment
Understand the real-time intent of each customer and dynamically
deliver contextually relevant experiences across channels.
Capture, enrich, and gain deeper
insights through machine learning
analytics
Deliver individualized customer
experiences based on real-time
context and intent
React quickly to opportunities with
fast and integrated cloud solution
INSIGHT EXPERIENCE AGILITY

7. Takeaways:
Market in the Moment Best Practices

8. 9PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Benefits
§ Single platform to manage data and analytics
capabilities
§ 35% increase in campaign opt-ins
§ 65% response rates in e-mail campaigns
Identify and enrich customer information

9. 10PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Benefits
§ Single view of customer information
§ Increased engagement with fans
§ Higher conversion rates amongst season
ticket holders
Real-time evaluation and right-time action

10. 11PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Benefits
§ Single rich consumer profiles
§ Ability to deliver improved customer
experiences
§ Higher return on marketing investment
Integrated customer experience

11. Contact information:
Bernard Chung
Senior Director, Solution Marketing
SAP Hybris (SAP)
Twitter: @Marketingissues
Email: bernard.chung@sap.com
Thank you.