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Digital Marketing Landscape 2015
2015 Trends & Outlook:
» Cross Channel Experiments
» Digital Ecosystem split in two
» Unified view of customers I
» Importance of First-Party Data
» Programmatic Anyone?
» Mobile Landscape : Wallets & Payments
Agenda for today
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About the Speaker
11+ years across Marketing/Analytics/Operations
Diverse experience across Banking, Consumer Technology &
Enterprise Marketing
BITS Pilani (‘03) & Indian School of Business (ISB’08)
Speculative Fiction Junkie/Alternative Rock/Digital Marketing
http://sachindevt.com
http://fantasy-smorgasbord.blogspot.com
Sachin Dev
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Ubiquitous Digital Landscape
Digital trends that have impacted businesses – both big and small alike
Information abundance:
Internet has made media/information
available at a click of a button
Ubiquitous connectivity:
Mobile allows you to be connected
24/7
Infinite Power:
Cloud Computing has provided us with
infinite computing power
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The New Normal: Digitally Empowered Shopper
First Home. Need 42” LED TV • Visit several retailers websites online
• Identify 3 models they like and ‘add to wish list’
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The New Normal: Digitally Empowered Shopper
First Home. Need 42” LED TV • Visit several retailers websites online
• Identify 3 models they like and ‘add to wish list’
Find Nearest ‘physical’ outlet on website
• Transmitter mounted on entrance identifies couple
• Pushes a ‘welcome’ message
• Personalized Offers based on history with the store
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The New Normal: Digitally Empowered Shopper
First Home. Need 42” LED TV • Visit several retailers websites online
• Identify 3 models they like and ‘add to wish list’
Find Nearest ‘physical’ outlet on website
• Transmitter mounted on entrance identifies couple
• Pushes a ‘welcome’ message
• Personalized Offers based on history with the store
• Quick links to
• Updated specs/prices to models selected
• Sale notification: 15% off on their model
• Store map to product location
• Store expert for specifications/queries
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The New Normal: Digitally Empowered Shopper
First Home. Need 42” LED TV • Visit several retailers websites online
• Identify 3 models they like and ‘add to wish list’
Find Nearest ‘physical’ outlet on website
• Transmitter mounted on entrance identifies couple
• Pushes a ‘welcome’ message
• Personalized Offers based on history with the store
• Quick links to
• Updated specs/prices to models selected
• Sale notification: 15% off on their model
• Store map to product location
• Store expert for specifications/queries
• Reviews on ‘consumer app’
• Advice through whatsapp from parents/FB from
friends
• Mysmartprice app for competitive pricing
• Smartwatch to authenticate payment
• Confirmation of delivery truck through messages
• 3 weeks later – new notification about a washing
m/c and other appliances for new home-owners
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Cross Channel Experiments are on fire!
Perpetually connected customer splits his time across different devices !
» Organization silos
» Lack of data integration
» Fragmented point solutions
Need to integrate across these channels
Channels of Delivery:
» Mobile
» Web
» CRM
» Point of Sale
How ?
» Big data feeds to enable cross-channel modeling
» Leading to a total actionable view of the cross=channel journey of customers
Action to be taken:
» Identify your cross-channel uses-case
» Conduct a data audit: reviewing current marketing technology investment to identify where your customer-level data exists today
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Faasos: From Retail to App
Hyper local food on demand company disrupting how people order food on
Mobile
From Wraps to Full Meals
From Retail to Mobile App
Channels of Delivery:
» Retail outlets
» Call-centre
» Online ( Inbound website/ mobile enabled )
» Facebook
» Twitter – first company to take food orders on twitter!
»Mobile App Only!
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Faasos: From Retail to App
Hyper local food on demand company disrupting how people order food on
Mobile
From Wraps to Full Meals
From Retail to Mobile App
Channels of Delivery:
» Retail outlets
» Call-centre
» Online ( Inbound website/ mobile enabled )
» Facebook
» Twitter – first company to take food orders on twitter!
»Mobile App Only!
This is fuelled by the following :
» Rising number of smartphone users in India ( 150 Million users and growing)
» Need for personalization – taste & meal requirements based on location & time of the day
» Convenience & Hassle free experience
» High Retention rate
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A story of bifurcation
Traditional state of marketing technology evolution has been equilibrium between
» large suite vendors &
» entrepreneurial speciality solution providers
With the technology changes happening at a never before rate, the top end of the market is now split:
» Large suite vendors
Such changes driven by 3 factors:
Media & Social Behemoths [ Google, Facebook etc ]
Large enterprise technology vendors
12%toreach$100Billioninspend
overnext5years(Forrester)
Overall
Market
Growth:
Opportunities
driving
market
activity
EvolutionofMarketingTechnology
Need for
innovation:
Connecting
across
different
devices
GoogleandAppleasserting
leadershipinmedialandscape
Emergence of
non-
traditional
players in the
landscape
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Internet of Things: A Reality?
Tech companies go to war over the CAR ( Intelligent Cars!)
» 10% of cars have built-in connectivity – to grow to 90% by 2020.
» Making drive time a lot more personal
• Mood based Music changes
• Syncing calendar
• Monitoring traffic – to alert best times to leave so to make your next
appointment
• CarPlay from Apple: interfaces iPhone to car’s infotainment center, allowing
control for music, messages or calls from their phone via voice or display
• Android Auto from Google: Similar capabilities – fitted unto self-drive cars (
700,000 miles without an accident ) more productivity, safety and convenience
• Windshields are used for augmented reality platforms or screen to project
content from mobile devices
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Unified View for a Customer
Morning: Consumer views email on her smartphone
Lunch: She sees an ad and searches for the product information on her tablet
Evening: Makes a purchase in a store or using her laptop
Advantages Offered:
» Increased control for personalization
» Targeting
» Optimization ( Best Returns)
» Measurement programs
Looking for a taxi?
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Prioritizing First Party Data
Information that you OWN about your own customers
Problems with 3rd party data:
» Not fresh data
» Not good enough for contextual targeting ads
» Not Cheap
» First party data tracking doesn’t rely on tracking movement across sites, hence
Data Privacy issues are mitigated
» Insulating against changes in browser behaviour or regulation
To do:
» Locate your first party data: identify and document all sources of data: website,
app, CRM, PoS
» Transition plan for how current customer experiences can be enhanced through
such data
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Driving Personalization
CMO priorities for 2015 would be personalization, customer loyalty & advocacy
“With the rise of connected devices and IoT, consumers and the products they buy are all
capturing real-time streams of immensely valuable data. Getting customers to visit your
website or fill in a form is nothing compared to getting them to share their fitness monitor
or car data streams. Not only is the value of first-party data about to skyrocket, so is the
challenge of capturing, securing, analyzing and activating it”
Marko Muellner, VP digital & group director for Edelman Portland
Customer-first approach to improving engagement
Demographics & other 3rd party data ultimately are tools to help focus marketing
dollars on groups as opposed to individual buyer journey mappings helping us focus
target every other individual
Data from Econsultancy survey 2015
Website
registration data
Past transaction
data
Registration/Loy
alty card info
Website
browsing
Mobile Web/App
Usage
CRM/Email
Program
Social Media
Chatter
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Myntra.com: App Only Marketing
Targets the “Chat & App driven generation” of today ( Millennials: 18 and 34 years of age)
“Fashion is a very personal experience. We believe that only mobile can truly deliver this experience as it captures user’s
lifestyle and context in manner that no other medium does. Think of all the hardware and software features that one can
leverage like camera, contact, location etc. to understand the user’s context and deliver the experience that is deeply
personalized,”
Mukesh Bansal, Outgoing CEO Myntra.com
Too many push notifications?
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Programmatic becomes the Normal
What is Programmatic Advertising ?
Using technology to buy and sell media space – booking mechanism for publishers ( websites that publish content
where advertisers can sell ) to manage their digital space inventory
RTB:
» Real Time Bidding is a key aspect of Programmatic
» Efficiently optimizing quadrillion permutations on an ad exchange
» Delivering the right ad to the right person at the right time using data Programmatic , 57%
eMarketer 2015 report on digital display ad spending
Advantages:
• Cost efficiency – Both buyers & sellers using their budget most efficiently for maximum results – ROMI !
• Operational Efficiency: From 10 to 20 Ad buying opportunities analysed by media buyers in a week to a MILLION plus
opportunities a second through machine learning algorithms
100 Billion impressions x 100 variables
Which publisher site? Pages per site? Dimension of ad display? Device type ?
What time of the day ? Day of the week? Regional sentiments? Local weather?
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Case study: Programmatic Display Ads - I
Million impressions on Y! homepage
Same ads served to both Jack and Jill !
Jack is a 53 year old male, CFO
@ MNC looking for a luxury
travel option
Jill is a 24 year old female,
Content Writer for an Ad
Agency interested in Cross-
training looking for gym/fitness
equipment
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Case study: Programmatic Display Ads - II
Auctions these million impressions on Y! homepage to different
marketers to show their ads to different audience segment based
on data about these prospects
JW Marriott & Air France show their ads to Jack
X
Fitbit & Nike show their ads to Jack
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Mobile widens scope
» shopping support,
» offers & coupons
» Comparing prices
» Contacting friends for advice on purchasing
Leverage location-based marketing potential
66% of adults use mobile
devices while shopping
in-store!
• An all pervasive
payment solution on
the mobile?
• Life without
wallets?
Mobile Wallets: A digital equivalent of a physical wallet - an online platform that allows consumers to use this
mobile to do financial transactions.
Differences from a Credit Card/ Bank Account: No transactional fees charged! Convenience & Speed of transaction!
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Adoption of Mobile Wallets
“Over the last financial year, MobiKwik’s user base has grown by close to 300% and has reached over 15 million now. We
expect all of the 900 million phone users in India to eventually start making payments using their device and via a mobile
wallet.The primary drivers for this would be education & awareness about the concept driving fast adoption.”
Ajit Narayanan, Social Media Head, Mobikwik
Paytm
50 Million
Mobile Wallet
Users in 15
Months!
Primary Factors of Adoption
1. Need & Space for
Alternative solutions to
Banks who didn’t capitalize
on
technology/infrastructure
2. Cash majority country &
big potential to convert
this to digital money
Mobile Internet
Users in India
213 Million
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Momoe
Cashless payments at restaurants is now a reality!
Live tabs, split bills & pay on the phone without waiting for the bill
to arrive at the table!
» Improved productivity on the waiter’s side: focusing only on
customer service, cross-sell and taking the orders ?
» Food & Grocery home deliveries done cash-lessly ?
» Queue busting at retail or apparel stores?
10% retention rate for a company less than a few months old –
repeat customers
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Momoe
Cashless payments at restaurants is now a reality!
Live tabs, split bills & pay on the phone without waiting for the bill
to arrive at the table!
» Improved productivity on the waiter’s side: focusing only on
customer service, cross-sell and taking the orders ?
» Food & Grocery home deliveries done cash-lessly ?
» Queue busting at retail or apparel stores?
10% retention rate for a company less than a few months old –
repeat customers
What’s in for me ( As a Merchant)
» No sign up fees or monthly fees
» Rich source of customer information – to be used for
running target campaigns for customer cohorts
The changing face of marketing technology complexity has huge implications for marketers.
While these developments are disruptive, they are positive on average. It reflects a growing market where a rising tide lifts all boats,
Across devices –
Goes to our website – Ola.com looking to book a taxi online.
Uses the Ola App to get a taxi – Pick me up now!
Chats up on Operator Live! On the website and gives phone number for whatsapp communication
Looks up Facebook Ola page for any live updates? And then follows our Twitter Handle Amazon.in for deals messages
Even calls up call-centre looking for tomorrow morning scheduled drive.
Need a signle data infrastructure to map across these 4 different identities – and understand and serve the customer where he wants it, when he wants it.
Really trying to woo that desktop generation that is us – with App only deals. This space, $130 Billion USD big, is heating up. With Amazon.in focusing on their App strategy as well.
The buying and selling of digital advertising is evolving at a mind-bending pace!
In 1977, advertisers vied for space (or time) from only a few hundred “publishers” (Web-speak for any digital media vehicle that delivers content). By 2012 the number of publishers, thanks to online media, had ballooned into the millions.
Is programmatic the future of advertising? Possibly yes. For now while the portion of ad budgets for programmatic buying is on the rise and primarily targeted for buying online media space or ads on the internet, media companies are slowly experimenting with using the similar tech to buy OOH spots or TV Spots!
it’s shopping online or booking a cab or even ordering groceries, the ability to pay with a tap on your smartphone enhances your experience like never before
Click YES on the Polls within GotoWebinar….
What are the challenges?
Security
Mindset change
Examples being the 2- factor authentications by the regulatory organizations RBI might be done away with for transactions having smaller value transactions. Not finalized yet.
it’s shopping online or booking a cab or even ordering groceries, the ability to pay with a tap on your smartphone enhances your experience like never before
Click YES on the Polls within GotoWebinar….
What are the challenges?
Security
Mindset change
Examples being the 2- factor authentications by the regulatory organizations RBI might be done away with for transactions having smaller value transactions. Not finalized yet.