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How Successful Marketers Are Embracing Connection, Communication and Commerce
The document discusses how successful marketers are transforming their approach by leveraging owned communication channels such as push notifications, in-app messaging, and email to cultivate long-term customer relationships. It emphasizes the importance of balancing paid and owned media to enhance customer engagement and retention, while also highlighting how automation can facilitate personalized communication. Key takeaways include the need to understand customer journeys, effectively onboard new customers, and properly utilize data to optimize marketing efforts.
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How Successful Marketers Are Embracing Connection, Communication and Commerce
- 1. Own Your Audience: HowSuccessful Marketers Are Embracing Connection, Communication and Commerce
- 2. Overview Relying on paidmedia is like building a house on rented land. Smart brands are using owned communication channels like push notifications, in-app messaging, and email to turn users from paid media into high-value, long- term customers. • How the proper balance of advertising (paid) and direct (owned) marketing in your overall marketing mix leads to success • How to enhance your paid and owned media and connect with individuals • How communication automation reduces engagement friction and opens the door for rich dialog • How to use Mobile Marketing Automation to increase retention rates, thus making paid acquisition programs more cost effective
- 3. Doug Roberge Strategic Services Kahuna MichaelBecker Managing Partner mCordis Today’s speakers
- 4. Housekeeping • Webinar willbe recorded and emailed out • Have a question during the webinar? - Ask us via the comments box - Q&A time at end of webinar • Let’s get social! Tweet us with #ownyouraudience - @Kahuna - @wearemcordis
- 5. The traditional view:market to an audience Aspirational/ Actual Consumer Segments & Personas
- 6. All kinds ofmarketing to make this happen Account-based Marketing Cloud Marketing Expeditionary Marketing Mobile Marketing Pull Marketing Undercover Marketing Affiliate Marketing Communal Marketing Facebook Marketing Multichannel Marketing Push Marketing User-generated Marketing Affinity Marketing Community Marketing Field Marketing Multi-level Marketing Real-time Marketing Vertical Marketing Agricultural Marketing Computational Marketing Flanking Marketing Neuromarketing Referral Marketing Viral Marketing Alliance Marketing Consumer-Generated Marketing Geomarketing Newsletter Marketing Relationship Marketing Web Marketing Ambush Marketing Content Marketing Global Marketing Next-Best-Action Marketing Remarketing Word-of-mouth Marketing Analytical Marketing Contextual Marketing Green Marketing Niche Marketing Reply Marketing Youth Marketing Article Marketing Conversion Rate Marketing Guerrilla Marketing Non-traditional Marketing Reverse Marketing … B2B Marketing Cooperative Marketing Horizontal Marketing Offensive Marketing Scientific Marketing B2C Marketing Corporate Marketing Inbound Marketing Offline Marketing Search Marketing B2P Marketing Cross-Media Marketing Industrial Marketing One-to-one Marketing Self Marketing Behavioral Marketing Database Marketing Influencer Marketing Outbound Marketing Services Marketing Blackhat Marketing Defensive Marketing Informational Marketing Outdoor Marketing Shopper Marketing Brand Marketing Direct Marketing In-game Marketing Pay-per-click Marketing Shotgun Marketing Brick and Mortar Marketing Direct Mail Marketing Integrated Marketing Performance Marketing Social Marketing Buzz Marketing Disruptive Marketing Interactive Marketing Permission Marketing Sports Marketing Call Center Marketing Diversity Marketing Internet Marketing Personalized Marketing Stealth Marketing Campus Marketing Drip Marketing Internal Marketing Persuasion Marketing Street Marketing Catalog Marketing Ecommerce Marketing International Marketing Point of Sale Marketing Targeted Marketing Cause Marketing Email Marketing Left-brain Marketing Post Click Marketing Technical Marketing Celebrity Marketing Entrepreneurial Marketing Local Marketing Precision Marketing Telemarketing Channel Marketing Ethical Marketing Long Tail Marketing Product Marketing Time Marketing Close Range Marketing Evangelism Marketing Loyalty Marketing Promotional Marketing Trade Show Marketing Closed Loop Marketing Event Marketing Megamarketing Proximity Marketing Traditional Marketing Source: Marketing-Schools.org
- 7. There is reallyonly two forms Paid Media and Owned Media
- 8. Drive and engagethe consumer along the path to purchase Pre-tail Retail Post-tail ACTION AWARENESS INTEREST DESIRE ADVOCACY ADOPTION LOYALTY Purchase
- 10. Rented Audiences Owned Audiences DMP SSP RTB Programmatic Digital Shelves Email Social Push Signage Leverage paidmedia to connect and build your customer base
- 11. Rented Audiences Owned Audiences DMP SSP RTB Digital Shelves Email In-app Push Packaging Signage Print Leverageowned media to retain and monetize your audience Use insights to inform your future paid media efforts
- 12. Paid Media OwnedMedia Connection Communication Commerce DMP SSP RTB Programmatic Digital Shelves Conn- ectivity Email SMS Social Push OTT Packaging Signage Print
- 13. “If you wishto persuade me, you must think my thoughts, feel my feelings and speak my words.” CICERO 80BC
- 14. Original 1 to1 modern marketer 14
- 15. Mass manufacturing makes industrial powerhousessuccessful. Ford, RCA, GE, Boeing, P&G, Sony Age of Manufacturing 1900- 1960 We can have any car we like, as long as its black Source: Forrester Research, October 10, 2013 “Competitive Strategy In The Age Of The Customer”
- 16. We scaled businesses, butwe lost personalization Mass manufacturing makes industrial powerhouses successful. Ford, RCA, GE, Boeing, P&G, Sony Global connections and transportation systems make distribution key. Walmart, Toyota, UPS, Federal Express Age of Distribution Age of Manufacturing 1900- 1960 1960- 1990 Source: Forrester Research, October 10, 2013 “Competitive Strategy In The Age Of The Customer”
- 17. Mobile: We canbe personal at scale Mass manufacturing makes industrial powerhouses successful. Ford, RCA, GE, Boeing, P&G, Sony Connected PCs and supply chains mean those who control information flow dominate. Amazon, Google, Facebook, Apple Global connections and transportation systems make distribution key. Walmart, Toyota, UPS, Federal Express Age of Distribution Age of Manufacturing Age of Information 1900- 1960 1960- 1990 1990- 2010 Source: Forrester Research, October 10, 2013 “Competitive Strategy In The Age Of The Customer”
- 18. Mobile: We canbe personal at scale Mass manufacturing makes industrial powerhouses successful. Ford, RCA, GE, Boeing, P&G, Sony Connected PCs and supply chains mean those who control information flow dominate. Amazon, Google, Facebook, Apple Global connections and transportation systems make distribution key. Walmart, Toyota, UPS, Federal Express Age of Distribution Age of Manufacturing Age of Information 1900- 1960 1960- 1990 1990- 2010 Source: Forrester Research, October 10, 2013 “Competitive Strategy In The Age Of The Customer”
- 19. Mobile: We canbe personal at scale Mass manufacturing makes industrial powerhouses successful. Ford, RCA, GE, Boeing, P&G, Sony Connected PCs and supply chains mean those who control information flow dominate. Amazon, Google, Facebook, Apple Changed Consumer Behavior: Empowered buyers demand a new level of individual recognition. Uber, AirBNB, Target, Kahuna Global connections and transportation systems make distribution key. Walmart, Toyota, UPS, Federal Express Age of Distribution Age of Manufacturing Age of Information 1900- 1960 1960- 1990 1990- 2010 2010- ??? Age of The Customer & Measurement Source: Forrester Research, October 10, 2013 “Competitive Strategy In The Age Of The Customer”
- 20. DEMOGRAPHICS HISTORIC DATA BUYING CYCLE TRIGGERS REACHAND INFLUENCE BEHAVIOURS ADDRESABILITY
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- 23. Balancing Paid andOwned Media Awareness Consideration Purchase Adoption AdvocacyLoyalty Advocacy Earned/Shared Communication Paid Campaigns <> Owned Media
- 24. 24 Paid Channels: Display(and all its formats), search, out of home, retail . . .
- 25. Owned Channels General Media (Print,POS, Vehicles, Web, Blogs…) Spectrum of Communications
- 26. Balancing Paid andOwned Media Awareness Consideration Purchase Adoption AdvocacyLoyalty Advocacy Owned Communication Earned/Shared Communication Paid Campaigns <> Owned Media
- 27. Importance of communication •For the individual: • Utility (e.g. receive time sensitive information, express needs and gain support) • Stay informed • Access to offers • For the brand: • Service customers • Reduce churn/Increase retention • Increase engagement • Increase sales
- 28. By 2020 peoplewill manage 85% of their relationships with a business without talking to a human. - Gartner
- 29. Modern view: marketingto the individual Consumer Shopper Individual People
- 30. Infer customer needsby their digital body language Jessica Smith Sunday, 9AM BEST TIME / DAY TO CONTACT 28 day ago DORMANT SINCE Mar 20, 2014 LAST USE Jan 4, 2014 FIRST USE j.smith@email.com Lifetime value More about Jessica User credentials Jessica’s devices Jessica’s top activities 5 TOTAL PURCH. 9 TOTAL ITEMS $1,927.00 PURCHASE HISTORY j.smith@email.com EMAIL jessica.smith USERNAME iPhone iPad Safari on mobile Galaxy s5 Google Chrome on desktop Added to cart Purchased Viewed Black Gucci handbag LAST ITEM VIEWED Chanel Sunglasses LAST ITEM PURCHASED Handbag LAST CATEGORY VIEWED Accessories LAST CATEGORY PURCHASED New York LOCATION BEHAVIOR OVERVIEW USER INFORMATION
- 31. Awareness Consideration PurchaseAdoption AdvocacyLoyalty Advocacy People’s Journey: Balancing Paid and Owned Media Owned Communication Earned/Shared Communication Owned Communication 5% Paid Campaigns <> Owned Media
- 32. Awareness Consideration PurchaseAdoption AdvocacyLoyalty Advocacy Owned Communication Earned/Shared Communication Owned Communication 5% | 25%~125% Paid Campaigns <> Owned Media People’s Journey: Balancing Paid and Owned Media
- 33. Intelligent messaging increasesretention Base: Kahuna customers that have opted in to benchmarking Source: The Kahuna Mobile Marketing Index, 2015
- 34. Understand Engage OptimizeAutomate Itrequires a new approach The Four Interdependent Pillars of Effective Marketing
- 35. How to Understand Collectand refresh data from each channel your customer uses in real- time
- 36. How to Engage Usedata to dynamically personalize communications Listen & be prepared to respond
- 37. Personalized engagement drivesbetter results for marketers higher transaction rates than non-personalized emails (Forrester) ?x
- 38. Personalized engagement drivesbetter results for marketers higher transaction rates than non-personalized emails (Forrester) 6x
- 39. How to Automate Createan engagement scheme with rules and triggers to guide users through their unique customer journey DAY 1 DAY 3 DAY 4 DAY 5 DAY 7 DAY 14 DAY 1 DAY 3 DAY 5 DAY 14 DAY 28 DAY 1 DAY 3 DAY 2 DAY 4 DAY 5 DAY 6 DAY 7 CONVERSION EVENT Messaging Channels: ● Push ● In-app ● Email ● Facebook Campaign types: ● Lifecycle ● Conversion ● Adaptive (transactional) ● One-time
- 40. How to Optimize Letthe machine take over to drive the best results Best Channel Best Timing Best Device Best Message Kahuna
- 41. SeatGeek uses contextto engage users in intelligent ways Results: 32% uplift in conversions Location-based dynamic deep links Highlight unused functionality for the right users Personalized concert updated based on user interest HOW TO UNDERSTAND
- 42. Make it easyfor users to complete the desired goal Results: Drove 5x uplift in conversions HOW TO ENGAGE
- 43. Yummly drives newuser conversion with its automated onboarding program add dietary preferences add favorite recipes add items to shopping list Have mustard? Eating Gluten-free? Add your Taste Preferences in Yummly now to personalize your experience! slide to view You’re only a few Yums away from personalized recipe recommendations! slide to view “Recipe” for effective onboarding: Did you know you can add recipe ingredients to your shopping list by tapping “Add to list” on the recipe? slide to view Results: Increased new user conversion by 13x HOW TO AUTOMATE
- 44. Send conversion remindersat the perfect time for your customers Results: $1.5+ million generated from one campaign HOW TO OPTIMIZE Add to cart Complete purchaseBrowse product Don’t forget about the Navy Trench Coat in your shopping cart. slide to view
- 45. Next Steps • Remember,you don’t need a mobile automation strategy; your marketing strategy needs mobile automation • Understand • Identify the needs of the customers you serve and map their journey • Engage • Place the “connectivity keystone” -- establish a bridge between you’re paid and owned media, both digital and physical; accomplish this by coordinating triggered events, content, incentives and invitations to connect • Get permission! • Automate • Based on customer understanding, set your engagement scheme and have campaigns triggered automatically • Use a platform that has best practices and safe guards baked in to protect the customer experience (e.g., rate limiting, send time optimization) • Optimize • Use the data at your disposal to make sure that each campaign is optimized to be delivered at the right time and with the best performing content.
- 46. Key Takeaways: AChecklist Audit your preparedness for owned communications Develop your strategy based on the pillars of successful messaging: understand, engage, automate, and optimize Onboard new customers effectively to bridge the gap between paid and owned communications Own your audience the first time; don’t pay over and over again for the same customers Make sure you have the tools in place to react to your customers’ responses. Communication goes both ways -- don’t forget to listen!
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- 48. Let’s stay intouch +1.650.285.0210 info@kahuna.com To learn more visit KAHUNA.COM