EIS EU Sponsor Presentation - Selligent
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The document discusses how hyper-connectivity and mobile devices are changing consumer behavior and marketing. Some key points: - People now spend more time on their mobile devices than watching TV or using desktop computers. Nearly two-thirds of people sleep with their phone by their bed. - Marketers need to adopt a consumer-first approach with contextual, relevant, and respectful messaging across all channels to reach "always on" consumers. - New tools like geofencing, push notifications, and real-time insights can help marketers engage consumers on the right channel at the right time.
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EIS EU Sponsor Presentation - Selligent
- 1. At Journey’s End? How Hyper- Connectivity Is Changing Everything
- 2. Leading European Campaign Management and Engagement Solution
- 3. SELLIGENT : OUR HERITAGE Platform designed to serve leading brands in Europe • Same ambitions but smaller budgets • Smaller marketing departments • Less collaboration from IT • Multi-lingual, multi-cultural environment • EU data privacy protections Full Feature Set; Lower Price Enables high levels of marketing productivity Faster onboarding; little need for IT Consumer-centric, tightly integrated and agile High levels of data security and stewardship
- 5. STRONGVIEW: OUR HERITAGE Platform designed to serve leading brands in the US • Built for large, innovative market • Delivers the most relevant possible message in all situations • Meets the scalability demands of big US brands • Capitalizes on the innovation heritage and engineering talent of Silicon Valley Contextual Tool Set Live Content Unparalleled Scalability Analyst Recognition
- 6. The Pitch Why We’re Different • Powerful & Smart • Omnichannel & Best Channel • Global & Local • Focused & Dependable Quick Facts • 700 Clients • 420 Employees • 30 Countries Served (and counting) • 10 Offices Worldwide A Few of Our Clients
- 7. The world’s leading independent technology provider for relationship marketers.
- 9. 5.3M mobile devices in use 64% of us sleep with our phones We spend more time on our phones than watching TV It’s about smartphones, stupid
- 10. More than 5.3 billion mobile devices are in use on the planet today Always turned on... Up all night... 64% Sleep with their mobile in the bed or by the bed 48% Never turn their phones off.
- 11. In 2014, consumers have spent more time on mobile than on desktop and online rather than watching TV
- 12. 100 Million in 10 Weeks March-May 2012 100 Million in 18 Years 1940-1958 From tech adoption … to taco adoption … everything is faster
- 13. Speaking of Adoption, How are Marketers Responding?
- 14. ING’s slowmo video booth with “Share to Social” Social Sharing
- 15. Changing how we shop Source: Pew Internet and American Life project 6 in 10 cell phone owners use their phone during in-store shopping
- 16. …how we cook
- 17. …how we reorder
- 18. …how we drive
- 19. …how we move and live “You will never look at things the same way” -- Gordon Segal, Founder, Crate & Barrel
- 20. & how we travel
- 24. So What’s a Mad Man To Do?
- 25. So What’s a Mad Man To Do?
- 26. So What’s a Mad Man To Do? No man ever steps in the same river twice, for it’s not the same river and he’s not the same man. -- Heraclitus
- 27. You never market to the same customer twice.
- 29. What’s Needed Consumer-First Marketing Insight- and context-driven Channel flexible and touchpoint agnostic Respect for consumer choice and data Relevant and always-on
- 30. Consumer First Means • Integrity Respecting Preferences Respecting Privacy • and Empathy Relevant Contextual Situational Channel, Content etc.
- 31. Live Conteent Push Messaging In-App Rich Messaging Geo-Location Triggers Real-Time Links to Site Behavior Tools Required
- 32. Getting Contextual with Weather
- 33. BACK UP
- 34. OMNICHANNEL ENGAGEMENT Seize the moment Enhance the experience
- 35. Segmentation
Editor's Notes
- ABOUT ME WELCOME TO NO COUNTRY FOR OLD MAD MEN… TO TRANSLATE THE PRESENTATION TITLE… THINGS ARE GETTING TOUGH FOR MARKETERS -- THEY MUST CHANGE THEIR OLD HABITS TO SUCCEED WHY ARE THINGS TOUGH BECAUSE OF THE REVOLUTIONARY CHANGES IN CONSUMER BEHAVIOR DRIVEN BY HYPER CONNECTIVITY THE IDEA IS TO TALK ABOUT WHAT’S CHANGED AND WHAT IT MEANS AND WE THINK YOU OUGHT TO RESPOND
- As some of you may have heard, StrongView and Selligent merged back in October – and this is the first event that we are doing under the new, consolidated brand. We look forward to carrying on this partnership, and I personally look forward to meeting all of you over the next few days. But, that’s enough about that for now.
- And we are who we are. We are European and that’s given us an enormous set of advantages. It has prepared us better than anything else for serving the customers that we target
- As some of you may have heard, StrongView and Selligent merged back in October – and this is the first event that we are doing under the new, consolidated brand. We look forward to carrying on this partnership, and I personally look forward to meeting all of you over the next few days. But, that’s enough about that for now.
- Powerful and Smart Powerful enough to send millions of dynamic messages in minutes, but smart enough to trigger individual messages based on each consumer’s specific context Omnichannel and Best Channel Send contextually relevant messages via the channel that makes the most sense at the moment of engagement Global and Local Enjoy the global scale of the world’s largest independent relationship marketing platform provider and the superior service made possible by a broad network of culturally aware local teams Focused and Dependable Our vision for creating innovative 1:1 engagement solutions for relationship marketers isn't clouded by the need to solve a laundry list of problems faced by Fortune 50 CMOs Selligent and StrongView The merger of Selligent and StrongView creates a global company that combines the feature breadth, ease of use and rigorous data stewardship demanded by underfunded European marketers with the enterprise-class scale and sophistication demanded in the US
- Ask yourself … when was the last time you left your house without your phone – if you’re like me you might even have two phones How many of you looked something up or tweeted while we’ve been speaking here today ….
- You are not alone - we are all part of a portable society … we love our phones. We sleep with our phones we are obsessed with our phones – with over 5 billion devices in use and with habitual usage we have a recipe for rapid marketing message proliferation.
- And if we consider overall how mobile and online has significantly changed the game … In the last two years mobile use has surpassed desktop usage and almost more startling… online entertainment has exceeded television viewership. My son doesn’t even watch television – why would he do that when he can choose his programing on demand from Netflix and Youtube. Television – what’s that?
- Here’s a practical example of how technology has dramatically changed product lifecycles. Practical example - 2 huge brands in fast food category … McDonald’s everyone loves a big mac. But it took 18 years to cross the 100 million burgers sold mark. Versus a newer brand – Taco Bell reached that benchmark in just 10 weeks with the Doritos Locos Tacos launch We are all living faster and living with more change than ever before. That’s the compressed speed in which we live
- Marketers see all this customer change wrought by technology and are finding ways to respond. When we work with our clients and, we encourage them to focus on the current marketing touch points and leverage available technology to enhance each moment, but always keep an eye towards the future and the opportunities emerging technologies may offer. Let’s take a look
- But quickly brands across all verticals began to consider how social technology could help them engage- this is an example of one of our clients, the bank ING, who created a slow-mo video booth at the Summer Music Festivals where anyone who registered at their stand, could use their booth to make a funny video and share it on their social media
- Certainly how we shop … the advent of Beacons has enabled retailers to take advantage of a whole wealth of in-store marketing. last holiday season Macy’s used Beacons in stores throughout the United States. They partnered with Shopkick, an app that sends instant coupons based on location and delivered offers and recommendations while customers were shopping in store. And Walgreens started using Beacons to alert people to expiring discounts and deals. The pharmacy uses push messages to alert shoppers when pharmacy orders are ready or reminding them when it’s time to refill prescriptions
- How we cook … Who can live without the egg-minder … today you can go on amazon.com and buy your very own so you will always get alerted to you phone so you know how many eggs you have. Or you can use the plug in “Popcart” to highlight a recipe online and automatically have the ingredients popped into your shopping cart of your favorite grocer for automatic fulfillment. And Hiku labs has created an in-home scanner that creates shopping lists that will soon be integrated with local grocers for automatic fulfillment. This is the start of a whole new category of replenishment marketing.
- For a long time stores were focused on ARS or automatic replenishment systems to ensure store shelves were never missing your favorite items … but today the new replenishment frontier is in your home. Real-time self directed replenishment Amazon prime is a leader in this category creating buttons you can place around your home and scanners to capture favorite products that automatically appear. Convenience will reduce the likelihood that they you will comparison shop or brand hop. If a brand can own the re-order the very moment you need to reorder, and shorten the time between need and fulfillment - now that is a sticky satisfying customer/brand experience http://www.foxnews.com/leisure/2015/11/24/dominos-launches-one-touch-ordering-easy-button/
- How we drive … Our society is now becoming more comfortable sharing their data in exchange for discount or value. Insurance companies are now embracing user based pricing where by driver’s install a device to give permission for companies like Progressive or Travelers to track driving habits in exchange for reduced rates. Think of the marketing possibilities with this data … if you know when and how someone operates a car you can start to target accessories, maintenance products and services directly timed to their specific need. Theme here individualization – not pricing based on your profile but based on your behavior
- With the power of virtual selling experiences real estate can be sold before it is even built. This past June a company called Sage Realty fully rented out a 60 million dollar 850,000 square foot building on Madison Avenue a full year before construction was complete. Tenants never even visited the finished building And companies like Matterport are investing in 3D modeling as it relates to buying and designing a home. Imagine one day shopping for furnishings by dragging and dropping them into a 3 D rendering of your own home. Or walking through virtual show-rooms to select your furniture and rugs. Source article http://www.wsj.com/articles/the-office-space-in-your-head-1435541344
- How we travel – another huge market for VR. Marriot in partnership with Samsung are allowing guests in some cities to roam through Chile’s Andes mountains, visit an ice cream shop in Rwanda or walk the streets in Beijing all from the comfort of their hotel beds. And imagine the possibilities for the travel industry as people can immerse as they browse destinations
- Disney –is one such brand … relevant since 1925 – they are the definition of adaptive. Going from hand drawings to to computer animation and technological entertainment parks that customers experience through apps and tracking devices in their magic wrist bands that monitor your every move through the park customizing your experience along the way. Description: The MagicBands, the thousands of sensors they talk with, and the 100 systems linked together to create MyMagicPlus turn the park into a giant computer—streaming real-time data about where guests are, what they’re doing, and what they want. It’s designed to anticipate your desires. If you sign up in advance for the so-called “Magical Express,” the MagicBand replaces all of the details and hassles of paper once you touch-down in Orlando. Express users can board a park-bound shuttle, and check into the hotel. They don’t have to mind their luggage, because each piece gets tagged at your home airport, so that it can follow you to your hotel, then your room. Once you arrive at the park, there are no tickets to hand over. Just tap your MagicBand at the gate and swipe onto the rides you’ve already reserved. If you’re wearing your Disney MagicBand and you’ve made a reservation, a host will greet you at the drawbridge and already know your name—Welcome Mr. Tanner! She’ll be followed by another smiling person—Sit anywhere you like! Neither will mention that, by some mysterious power, your food will find you.
- But not all brands remain as relevant … Remember Kodak? Global brand … couldn’t adapt. Who remembers Kodak? Nobody born in the last decade.
- your consumer is hyper-connected and it is no longer an option to think about how you relate to that connection. You must adapt … it is the one who is nimble and open to change who survives.
- But what do you do? Where do you begin? What does it mean for you?
- But what do you do? Where do you begin? What does it mean for you?
- But what do you do? Where do you begin? What does it mean for you?
- There are many creative ways to be contextual. Redin ran a very successful campaign that leveraged a weather condition that is pretty contextual for where we are today. Redfin was able to identify customers who had bought a home recently in a region that was affected by a snow storm. It then automated messages from the agent that asked how the home looked in the snow and if they had any weather related issues that Redfin could help with by connecting them with relevant service providers. By taking this personal touch, they got a very high engagement rate and a lot of positive replies thanking them for thinking of them. It’s a simple campaign but powerful in deepening customer relationships. Next, I would like to bring up Karen Peterson from Ancestry, who is going to talk the role that testing plays in creating optimal experiences for customers and results for the business.
- At Selligent we help out clients deliver real time, relevant communications to customers today but we also are considering how we an enhance every moment that a customer interacts with a brand. And how emerging technology provides marketing opportunity.