Traditional marketers are generally still stuck in ‘campaign’ mode but as customers now demand a great experience anytime anywhere, marketing should be a continuous process across the user journey based on analytics and data rather than just a one hit wonder. David, with over 12 years of experience in the eCommerce industry, will discuss marketing past vs marketing future and how ‘always on marketing’ can be done effectively across channels by combining inbound and outbound tactics.

1. the right message, to the right person, at the right time
Deliver Customer Value
with ‘Always-On’
Marketing
David Bowen
EPiServer
Product Manager

2. the right message, to the right person, at the right time
Results -
+ 10X viewership / audience
+ 200%+ up-tick sales (4 weeks)
+ more loyal customer base
oreocustomer@oreo.com
web email social

3. the right message, to the right person, at the right time
Example 1 - Example 2 -
“McDonald's found that out the
hard way. The promoted tweets
received 72,000 responses… Many
of the tweets were just plain mean,
gross or, even worse for
McDonald's, hilarious. There was
enough of a negative response that
McDonald's, which did not respond
with a comment for this story,
pulled the campaign a couple of
hours post launch.” – FORTUNE
MAGAZINE, Dec. 2012

4. the right message, to the right person, at the right time
Marketing’s Past

5. the right message, to the right person, at the right time
Behaviour
Useable preferences represent
unexpressed wishes

6. the right message, to the right person, at the right time
Marketing’s Future
How
may I help
you?

7. the right message, to the right person, at the right time

8. the right message, to the right person, at the right time

9. the right message, to the right person, at the right time
Why?

10. the right message, to the right person, at the right time

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17. the right message, to the right person, at the right time

18. the right message, to the right person, at the right time

19. the right message, to the right person, at the right time

20. the right message, to the right person, at the right time

21. the right message, to the right person, at the right time

22. the right message, to the right person, at the right time
Firmly Plant Yourself in Your Customers’ Shoes

23. the right message, to the right person, at the right time
The Challenge
Understand
your Customer
Your Customer
is changing
Understand
your
Organization
Changing your
Organization

24. the right message, to the right person, at the right time
Deliver the Right Experience Across
Channels
Think Connected Customers

25. the right message, to the right person, at the right time
Customers TODAY are CONNECTED

26. the right message, to the right person, at the right time
New Breed of Always-On Customer
Digitally connected and want
seamless customer experience
anytime anywhere
• You need to get to know me!
• I’m up at 4am and why aren’t
you?
• Don’t make me think
Source: PWC

27. the right message, to the right person, at the right time
The Customer Journey
Visible Trusted
Loyal
Engaged
Converted
Service
In Touch
81%
67%
46%
43%
Connected Consumers
Source: Google/Ipsos/Sterling

28. the right message, to the right person, at the right time
EMBRACE and EMPOWER Your NEW CMO

29. the right message, to the right person, at the right time
According to Bain and Co.,
a 5% increase in
CUSTOMER RETENTION
can increase a company’s
profitability by 75%.
How to THRIVE

30. the right message, to the right person, at the right time
Gartner Group statistics report
that 80% of your company’s
future revenue will come from
just 20% of your
EXISTING CUSTOMERS.
How to THRIVE

31. the right message, to the right person, at the right time
The FUNNEL is DEAD

32. the right message, to the right person, at the right time
True Customer Experience Management
• Delivering outstanding, relevant customer experience across all
channels and touch points:
• Right content / campaign / products
• Right time
• Right channel
• Right context
Consistent message and experience
Gathering Behavior, Data, Information at Every Single Touchpoint

33. the right message, to the right person, at the right time
Marketing Past Vs Marketing Future
Big, Disruptive, One-off Campaign
is OUT
Small, Relevant, Regular
Communication is IN
Campaign

34. the right message, to the right person, at the right time

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36. the right message, to the right person, at the right time

37. the right message, to the right person, at the right time
WEB to EMAIL
Delivering the Right Experience Across Channels
SEARCH to MOBILE to EMAIL
SEARCH toWEB to EMAIL
EMAIL toWEB
EMAIL to MOBILE
SOCIAL toWEB to EMAIL
SOCIAL to EMAIL
SOCIAL to MOBILE
EMAIL to SOCIAL
MOBILE to EMAIL

38. the right message, to the right person, at the right time

39. the right message, to the right person, at the right time
Formulation
Pre-
commerce
Commerce
Post-
commerce
Consider
• Self-identified need
• Provoked need
Evaluate
• Value proposition
• Self actualization
Transact
• Self actualization realized
• Validation
Express
• Experience evaluation
• Product/service
performance
• Advocacy and Loyalty
Connected Customers are on a CONTINUOUS Path to Purchase

40. the right message, to the right person, at the right time
Formulation
Pre-
commerce
Commerce
Post-
commerce
Consider
• Self-identified need
• Provoked need
Evaluate
• Value proposition
• Self actualization
Transact
• Self actualization realized
• Validation
Express
• Experience evaluation
• Product/service
performance
• Advocacy and Loyalty
Connected Customers are on a CONTINUOUS Path to Purchase

41. the right message, to the right person, at the right time
Formulation
Pre-
commerce
Commerce
Post-
commerce
Consider
• Self-identified need
• Provoked need
Evaluate
• Value proposition
• Self actualization
Transact
• Self actualization realized
• Validation
Express
• Experience evaluation
• Product/service
performance
• Advocacy and Loyalty
Connected Customers are on a CONTINUOUS Path to Purchase
DNA of effective exchanges:
• Content
• Design
• Function

42. the right message, to the right person, at the right time
Connected Customers are on a CONTINUOUS Path to Purchase
Formulation
Pre-
commerce
Commerce
Post-
commerce
Consider
• Self-identified need
• Provoked need
Evaluate
• Value proposition
• Self actualization
Transact
• Self actualization realized
• Validation
Express
• Experience evaluation
• Product/service
performance
• Advocacy and Loyalty
DNA of effective exchanges:
• Content
• Design
• Function

43. the right message, to the right person, at the right time
A Different Marketing Strategy and Process
Frequency: regular and on demand
Relevance: move from broadcast message to
personalised message
Longevity: no expiry date - On-going and lives longer

44. the right message, to the right person, at the right time

45. the right message, to the right person, at the right time
Break the Silos
Web Social Email Mobile Print/Offline ….

46. the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Analytics
CRM

47. the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Analytics
CRM
How do you drive traffic?
• Organic search?
• Paid search?
• Display ad?
• Social?
• Blog?
?
Can you manage the site?
Can you personalize the experience?
Is the CRM connected?
? ?

48. the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Landing Pages
Analytics
Analytics
CRM

49. the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Landing Pages
Analytics
Analytics
CRM
How do you drive
engagement?
Is CRM connected?
Do analytics tie?
?
?

50. the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Landing Pages
Mobile Site
Analytics
Analytics
Analytics
CRM
• How do you handle
mobile traffic?
• Can you reuse content?
• Do analytics tie?
?
?

51. the right message, to the right person, at the right time
Today’s Digital Ecosystem
Web Site
Landing Pages
Mobile Site
Analytics
Analytics
Analytics
CRM
Landing Pages
Analytics • How do you handle social
traffic?
• Can you reuse content?
• Do analytics tie?
eCommerce
• How do you
CONVERT?
• How do you drive
REVENUE?
• How do you drive
LOYALTY?
• How do you build
BRAND?
Conversion Path
Action Path

52. the right message, to the right person, at the right time
Marketing&
Behavioural
Automation
Right Platform for the New Customer
Backend Systems (ERP, Warehousing,
Fulfilment, etc.)
Web Mobile Social Email Offline / Print
3rd Party
Data
Source
CMS / Presentation / Personalisation
eCommerce
CRM
BI - Analytics - Attribution

53. the right message, to the right person, at the right time
Value of a Digital Marketing Solution
Great experience that drives loyalty and lifetime value…
• Build knowledge of your digital visitors
• Who consumes what content, when, and why?
• How can you understand their place in a journey?
• Same message on all channels
• Best brands are ruthlessly consistent
• Personalize and Contextualize across channels
• Consumers expect to find content immediately
• And formatted for their device of choice
TIP:
Be wary of Digital Marketing
Platforms that can “do it all”.

54. the right message, to the right person, at the right time
Value of a Digital Marketing Solution
• Visitors
• Personalized experience across channels
• Dynamic content
• Progressive profiling
• Marketers
• Easy to update content - usability and operational efficiencies
• View and edit across multiple screens inline
• Business empowerment - minimal technical resource involvement post launch

55. the right message, to the right person, at the right time

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60. the right message, to the right person, at the right time
Website Automation…

61. the right message, to the right person, at the right time
Website Content Personalisation

62. the right message, to the right person, at the right time
Step 1 – User Visits Site

63. the right message, to the right person, at the right time
Step 2 – User Participation

64. the right message, to the right person, at the right time
Retail & E-Tail
Step 2 – User Participation
A very different experience based on industry selection
High Tech

65. the right message, to the right person, at the right time
Step 3 – Download Whitepaper

66. the right message, to the right person, at the right time
 First Name
 Last Name
 Company
 Email
 Country
 State
 Industry
 Interest
 Behavior
69
What do we know now?

67. the right message, to the right person, at the right time

68. the right message, to the right person, at the right time

69. the right message, to the right person, at the right time
Known globally by our clients’ successes:

70. the right message, to the right person, at the right time
A visionary solution: MOBILE-first CONTENT & COMMERCE
73
Powering 20,000+web/mobile venues
for 5,000+clients
in 30+countries

71. the right message, to the right person, at the right time
SUCCESS STORY – Aspect Software
• Existing Marketing Automation
user
• Picked the right CMS platform,
with integration in mind.
• Picked the right eCommerce
platform with integration in mind.
• Launched an engaged,
personalized web platform in
1 MONTH
• Launched an total lifecycle, mobile
first web platform in 2 months
• Viewership in Q1 – up 250%
• Revenues in Q1 – up 78%

72. the right message, to the right person, at the right time
SUCCESS STORY – Hi-Fi Klubben
• Needed to replatform their digital
marketing platform with
eCommerce focus first.
• Community and Search key reqs.
• Over 1 million inventory items,
behaviour of repeat customers key
• After launch of first country site,
required Marketing Automation
to complete cycle
• Repeat purchasers now 75%
of business
• Turnover increased 60% since new
launch
• Mobile and Tablet purchases are
33% of sales.

73. the right message, to the right person, at the right time
Thank You!
For more details
www.episerver.com
David Bowen
EPiServer
Product Manager
David.bowen@episerver.com