Keynote Session By Loren McDonald - Email / Marketing Automation Evangelist, Silverpop - an IBM Company during eTailing India's CXO Round Table Meet - Delhi

1. The End of Marketing … As
You’ve Been Doing It
LorenMcDonald,MarketingEvangelist
Twitter:@LorenMcDonald

4. India will be the biggest retail
market in the world to evolve in
the digital age.

8. Shift #1 Customer Power
From …
B2B and
B2C
To …
C2B

9. 81%
say they have a
holistic view of the
customers across
segments/channels
of customers stated
that the average brand
doesn’t understand
them as individuals
78%

10. We often miss the
target …

13. Home Décor pages
shopperdude@email.com
Loren
McDonald
shopperdude@email.com

14. oops
Welcome!
Generic Welcome Email
First email …
“jackets”

15. Welcome!
Onboarding Email(s)
• Dynamic based on
specific category
items browsed
• 3-5 emails series
• Top
sellers/recommendati
ons
• Ends with “best offer”

16. Shift #2: Retention marketing increases
From …
Building
brands
To …
Customer
retention

20. Ever buy ski boots online?

21. 21

22. 57% Open rate
26% CTR
45% CTOR

23. Likelihood to churn scoring model
Subscriber
Activated their
System
Annual Churn
~13%
Power User
Arms their home
security system
regularly
Annual Churn
~8%
Notification User
Receives
text/email
messages for
alerts in their
home
Annual Churn
~5%
Super User
Uses interactive
services regularly
Annual Churn
~1%

24. Shift #3: Behavior + Automation
From …
Calendars
To …
Behaviors

26. While it works, a
“broadcast”
approach is a
“hope” strategy.
@LorenMcDonald

27. Traditional Marketing Behavioral Marketing
It’s all about “the plan”:
Filling up the Calendar
It’s all about the customer:
Acting like a great Concierge
4 per week 50 per day

28. "To me, photography is the
simultaneous recognition, in a
fraction of a second, of the
significance of an event as well as
of a precise organization of forms
which give that event its proper
expression.”
Henri Cartier-Bresson
TheDecisive
Moment

30. You need to connect to everything
Customer
Interactions
MobileEvents
Facebook Twitter Devices+
CommunitiesLocation
Retail
Blogs
SMS
SMS Call Center
Push Wearables Email

31. Shift #4: Mobile rules
From …
TheWeb
To …
Mobile

33. “India's Myntra to close
website, go mobile only”
Mobile app:
80% traffic
70% sales

34. 2.3 times higher
than tablet rate
68% of tablet rate
vs 43% in 2013
Smartphones closing the gap- 2014 (US)
33% of tablet rate
vs 28% in 2013

36. Desktop centric
Lots going on
Simpler, more
mobile friendly

37. Responsive Design is OneApproach
Desktop Mobile

38. Horizontal
“sections”
Big, finger-
friendly buttons

39. Payment alternatives
Add alternative payment
process copy

40. Mobile app push notifications to reinforce email
Deliver consistent
and reinforcing
messaging across
mobile channels to
remind and entice
consumers.

41. Shift #5: Creating value for the customer
From …
Selling
To …
Content

46. Spring Suiting 101:Tips on How to Dress
• Tips
• Guide
• Shop
• Tips
• Guide
• Shop
• Tips
• Guide
• Shop
• Tips
• Guide
• Shop

47. Shift #6: Contextual marketing
From …
Omni-
channel
To …
Context

48. How many
channels can we
use to reach our
customers?

52. Are you ready to jump in?

53. ThankYou!
Questions?
Loren McDonald
@LorenMcDonald