Diapositivas presentadas por Rene Lima, Sr. Sales Director de Salesforce ExactTarget Marketing Cloud, en el eRetail Day México 2014 en la plenaria "eMARKETING EN RETAIL >> MARKETING ONLINE APLICADO AL RETAIL: ¿CUÁLES SON LAS ESTRATEGIAS MÁS EFECTIVAS PARA GENERAR ALTO IMPACTO EN LAS VENTAS MINORISTAS?".
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Presentación Rene Lima- eRetail Day México 2014
1. eMARKETING EN RETAIL >> MARKETING
ONLINE APLICADO AL RETAIL:
¿CUÁLES SON LAS ESTRATEGIAS MÁS EFECTIVAS PARA
GENERAR ALTO IMPACTO EN LAS VENTAS MINORISTAS
Renê Lima
Vice Presidente Regional, Ventas Enterprise LATAM
rlima@exacttarget.com
@renemlima
2. Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act
of 1995:
:
This presentation may contain forward-looking statements that involve
risks, uncertainties, and assumptions. If any such uncertainties materialize
or if any of the assumptions proves incorrect, the results of
salesforce.com, inc. could differ materially from the results expressed or
implied by the forward-looking statements we make. All statements other
than statements of historical fact could be deemed forward-looking,
including any projections of product or service availability, subscriber
growth, earnings, revenues, or other financial items and any statements
regarding strategies or plans of management for future operations,
statements of belief, any statements concerning new, planned, or
upgraded services or technology developments and customer contracts or
use of our services.
The risks and uncertainties referred to above include – but are not limited
to – risks associated with developing and delivering new functionality for
our service, new products and services, our new business model, our past
operating losses, possible fluctuations in our operating results and rate of
growth, interruptions or delays in our Web hosting, breach of our security
measures, the outcome of any litigation, risks associated with completed
and any possible mergers and acquisitions, the immature market in which
we operate, our relatively limited operating history, our ability to expand,
retain, and motivate our employees and manage our growth, new releases
of our service and successful customer deployment, our limited history
reselling non-salesforce.com products, and utilization and selling to larger
enterprise customers.
Further information on potential factors that could affect the financial
results of salesforce.com, inc. is included in our annual report on Form 10-
K for the most recent fiscal year and in our quarterly report on Form 10-Q
for the most recent fiscal quarter.
These documents and others containing important disclosures are
available on the SEC Filings section of the Investor Information section of
our Web site.
Any unreleased services or features referenced in this or other
presentations, press releases or public statements are not currently
available and may not be delivered on time or at all. Customers who
purchase our services should make the purchase decisions based upon
features that are currently available. Salesforce.com, inc. assumes no
obligation and does not intend to update these forward-looking statements.
5. Tendencia #1: Proliferación
Millones
Servidor
es
LAN/WAN
Client
e
Miles
Central
SNA
Terminal
50 mil millones de "cosas" conectadas
LTE
Cloud
Social . Móviles . Cloud . Conectados
CLIENTES CONECTADOS
1960s 1980s Hoy
6. Tendencia #1: Proliferación
Chat
chat
chat
Publicaciones
post
post
Apps
app
app
chat
chat
post
post
app
app
device
device
device
device
Behind every thing is a customer.
Detrás de cada cosa hay un cliente
Behind every thing is a customer.
Behind every thing is a customer.
Behind every thing is a customer.
lead
Lead
opportunity
lead
opportunity
lead
opportunity
lead
opportunity
sales meeting
sales meeting
sales meeting
CLIENTES
CONECTADOS
Dispositivo
Oportunidad
Reunión de
ventas
sales meeting
13. Tendencia #3: Fragmentación
AGOSTO 2011
~100 EMPRESAS
SEPTIEMBRE 2012
~350 EMPRESAS
ENERO 2014
~950 EMPRESAS
MARKETING DE
TECNOLOGÍA
14. Es todo sobre el Trayecto
Las Interacciones
de los clientes
ocurren durante un
multi-evento, un
Trayecto multi-canal.
Fuente: Encuesta McKinsey: Transformación de la jornada del cliente, Septiembre 2013
>50%
15. Impacto de negocio significativo
Las transformaciones dirigidas
del Trayecto generan impacto a
través de muchas métricas
claves del negocio.
Más ingresos, clientes más
satisfechos, a un costo menor.
Fuente: Encuesta McKinsey: Transformación de la jornada del cliente, Septiembre
2013
17. • Desafío: la segmentación no estaba
teniendo el retorno esperado (retornos
decrescientes); Cruzamiento manual de
las bases; exceso de labores operativas.
• Solución: Banco de datos relacionales,
modelos de integración, modelos de
automatización, robustez, alto
desempeno y capacidad de inversión.
• Resultado: Crecimento de 5 para 50
disparos diários; 70% de aumento en la
tasa de apertura – 6x mas clicks,
aumento de entregabilidad del 96% para
99,5%; no hubo aumento del equipo y se
acabaron los trabajos de fin de semana
y nocturnos.
18. Éxito en Automatización
• Enviaba mensajes de correo electrónicos
semanales muy básicos, y estáticos a
todos los suscriptores.
• Apalancamiento de las herramientas de
automatización de ExactTarget Marketing
Cloud para crear una campaña de correo
electrónico después de la compra.
• Hoy envía 20 millones de correos por
semana, siendo 18 millones de correos
únicos. Su ROI esta siendo 15x más con
correos personalizados.
19. Gracias!
Renê Lima
Vice Presidente Regional, Ventas Enterprise LATAM
rlima@exacttarget.com
@renemlima
Editor's Notes
Company Name: World’s Largest multi-channel Consumer Electronics Retailer
Problem/Need/Goal:
Before partnering with ExactTarget this Consumer Electronics Retailer sent a very basic, static, weekly email to all subscribers.
Solution:
This Consumer Electronics Retailer uses ExactTarget Landing Pages throughout their website to capture subscriber data. This Consumer Electronics Retailer uses this data to drive dynamic newsletters and personalized Reward Zone and Loyalty emails programs that are driven off of product history, purchase history, and web analytics history.
This Consumer Electronics Retailer also leverage's ExactTarget's automation tools to create a post-purchase campaign. This lifecycle email campaign is focused on three phases: 1.) Education and Help, 2.) Accessories and Services, 3.) Reviews and Ratings. ExactTarget also stores their customers‘ information regarding cart abandonment, product searches, cart adds, cart deletes, and purchase history.
Result:
With the help of ExactTarget, this Consumer Electronics Retailer is now sending out 18 million unique emails to a subscriber base of 20 million customers.
This Consumer Electronics Retailer gets 15x ROI on personalized emails.
Increased customer loyalty and 1:1 engagement
Speak Relevantly to the Retail industry through other Client Success Stories:
Search under these Filters:
Retail Industry
Technology
Data Systems
Integrations
Interactions
Channels
MobileConnect