Hyper-connected consumers are transforming the customer-brand relationship. Customer journeys are no longer linear; they are a collection of fragmented micro-moments. And the battle for consumer attention has never been fiercer (You’ve got 8 seconds!). For brands to remain relevant (and respected), marketers must deliver value in every customer interaction. Join Selligent Chief Strategy Office Dave Frankland for a lively discussion on how marketers can adopt a Consumer-First Marketing approach to thrive in this new reality.

1. August 25, 2016 | Brand Marketers Summit
Dave Frankland | @dfrankland
8 Seconds and
counting

2. What is the most precious thing you have?

4. IT‘S ABOUT TIME

5. Human attention spans have fallen
below that of goldfish!

6. 2015:
5000
1920:
500
Average number of daily marketing messages
PER CONSUMER.

7. ENTER:
CPA
CONTINUOUS
PARTIAL ATTENTION

8. CONSUMER
Expects immediate responseHYPER-
CONNECTED
WELL-INFORMED
DATA AWARE
Expects brands in their social dialogue
Expects brands to leverage their data
DISTRACTED Expects concise content, and effortless
experiences

9. HOW DO YOU DELIGHT THIS CONSUMER?
• Be available 24/7
• Create meaningful interactions
• Deliver relevant timely content
• Make it effortless
• Offer Flexible Options
What sets a brand apart is not the amount of data they collect, but how
they apply it to deliver value through personalized efficient experiences.
“Consumers are five times
more likely to share personal
information in return for
delightful digital experiences”
--SAP

10. Why should I give you 8
seconds of attention?
So…

11. Why should you give me 8
seconds of attention?
Of the 86,400 seconds
in a day…

12. Relevant messagingPERSONAL
CONVENIENCE
SPEED
Frictionless experience
Always available / Real-time response
WE HAVE TO MEET THE CONSUMER’S EXPECTATIONS

13. And, we have to speak the consumer’s language

14. And, we have to speak the consumer’s language

15. And, we have to speak the consumer’s language

18. The most precious resource in customer relationships is
CONSUMER ATTENTION.

19. v
There needs to be
A MINDSET SHIFT.

21. Consumer-first principles should guide decisions
Identify & Recognize – in real-time & across channels
Insight-Driven – predictive & contextual
Relevant – channel-flexible & touchpoint-agnostic
Appreciated – valued & respectful

22. Getting Contextual with Weather

23. A CLIENT PERSPECTIVE
• ING wanted to target a market they had never previously
targeted - college students and graduates
• It began by listening to consumers through surveys and
formulated strategy based on learnings
• They learned that their target market loves music -
so they targeted festivals across Europe
• From surveys, they learned that people want services:
secure lockers, clean bathrooms, charging stations
• They built an “oasis of free” for customers and those that
opened accounts. They used email and mobile, but also
included a social component – slo-mo video booth
• It wasn’t about the bank! But once consumers
registered, their experience was individualized based on
what the bank knew about the consumer and their
preferences

24. INSIGHT ENABLED ENGAGEMENT LED TO…
• Results:
• Uplift in sales
• Uplift in brand awareness
• Uplift in brand consideration
• Postive impact of ING image
• Website:
• 77% increase in sessions
• 82% boost in unique visitors
• 13% increase in registrations

25. A CLIENT PERSPECTIVE
• ING wanted to target a market they had never previously
targeted - college students and graduates
• It began by listening to consumers through surveys and
formulated strategy based on learnings
• They learned that their target market loves music -
so they targeted festivals across Europe
• From surveys, they learned that people want services:
secure lockers, clean bathrooms, charging stations
• They built an “oasis of free” for customers and those that
opened accounts. They used email and mobile, but also
included a social component – slo-mo video booth
• It wasn’t about the bank! But once consumers
registered, their experience was individualized based on
what the bank knew about the consumer and their
preferences

26. INSIGHT ENABLED ENGAGEMENT LED TO…
• Results:
• Uplift in sales
• Uplift in brand awareness
• Uplift in brand consideration
• Postive impact of ING image
• Website:
• 77% increase in sessions
• 82% boost in unique visitors
• 13% increase in registrations

27. SELLIGENT’S PHILOSOPHY: INSIGHT-LED ENGAGEMENT
Data and execution are interconnected.
There is no lag between a consumer action
and a brand’s ability to respond with
relevance.
Data and engagement are also
interdependent. When the data profile
changes, so does the consumer experience.
As the consumer reacts, the brand learns
more, deepening the value that it is able to
deliver.
INSIGHTS
ENGAGEMENT

28. THANK YOU!