Sponsor Presentation: Selligent
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Selligent is a marketing technology company that provides an integrated platform to help brands build relationships with consumers. It was formed through the merger of Selligent, which served European brands, and Strongview, which served large US brands. The company's platform is designed to enable consumer-first marketing in a world where consumers have short attention spans and are constantly connected through their mobile devices. Selligent argues that successful marketing now requires speaking to consumers in their language and on their terms across fragmented interactions, in order to build trusted, valuable relationships.
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Sponsor Presentation: Selligent
- 1. 8…7…6…: Marketing in the Age of the Hyper-Connected Consumer Nick Worth CMO, Selligent
- 2. An integrated orchestration and engagement solution for relationship marketers at agile, consumer-focused companies & brands. Selligent’s Consumer-First Platform
- 3. SELLIGENT : OUR HERITAGE Platform designed to serve leading brands in Europe • Same ambitions but smaller budgets • Smaller marketing departments • Less collaboration from IT • Multi-lingual, multi-cultural environment • EU data privacy protections Full Feature Set; Lower Price Enables High Levels of Marketing Productivity Faster Onboarding; Little Need for IT Consumer-Centric; Tightly Integrated and Agile High Levels of Data Security and Stewardship
- 5. STRONGVIEW: OUR HERITAGE Platform designed to serve leading brands in the US • Built for large, innovative market • Delivers the most relevant possible message in all situations • Meets the scalability demands of big US brands • Capitalizes on the innovation heritage and engineering talent of Silicon Valley Contextual Tool Set Live Content Unparalleled Scalability Analyst Recognition
- 6. Selligent Today Why We’re Different • Native & Integrated • Omnichannel & Best Channel • Global & Local • Focused & Dependable Quick Facts • 700 Clients • 500 Employees • 30 Countries Served (and counting) • 10 Offices Worldwide A Few of Our Clients
- 7. The world’s leading independent technology provider for relationship marketers.
- 9. 64% of us sleep with our phones We spend more time on our phones than watching TV People pick up their phones 150-200X per day It’s about smartphones, stupid
- 10. Human attention spans have fallen below that of goldfish!
- 11. Why should I give you 8 seconds of attention? So…
- 12. Why should you give me 8 seconds of attention? Of the 86,400 seconds in a day…
- 13. Enter the Era of Continuous Partial Attention (CPA)
- 14. And, we have to speak the consumer’s language
- 15. And, we have to speak the consumer’s language
- 16. And, we have to speak the consumer’s language
- 17. tl;dr
- 18. Blink, and you’ll miss it http://edition.cnn.com/2012/12/04/business/digital-native-prens What percentage of consumers spend on average between 5 and 30 seconds on incoming marketing emails? 27% 32% 50%
- 19. The most precious resource in customer relationships is consumer attention
- 20. Customer journeys are not set in stone
- 21. Customer journeys are a collection of fragmented micro-moments
- 23. Marketing is stuck in the last century • Chasing bygone behaviors • Amplifying channel centricity • Over-indexing on advertising • Promote a false sense of precision • Don’t account for complex human nature
- 24. Consumers – especially millennials – have higher expectations “Millennials are the first generation of digital natives, and their affinity for technology helps shape how they shop. They are used to instant access to price comparisons, product information and peer reviews.” “The Millennial’s expectation of immediacy, transparency, simplicity, and relatability are the mandates now driving disruption in every industry.”
- 25. The New World of Data Trading
- 26. So what are marketers to do?
- 27. Send More Messages 500 5000 Average number of daily marketing messages per consumer
- 28. 100 Million in 10 Weeks March-May 2012 100 Million in 18 Years 1940-1958 Shorten Product Lifecycles
- 29. Change shopping Source: Pew Internet and American Life project 6 in 10 cell phone owners use their phone during in-store shopping (happens to include in-store, e-comm, social, and mobile)
- 30. Replenishment
- 31. Impulse buying +
- 32. Cooking
- 33. Driving
- 34. NT Slide Even historic homes…
- 35. … where you find the Internet of Things Cows
- 36. So What’s a Mad Man To Do?
- 37. So What’s a Mad Man To Do? No man ever steps in the same river twice, for it’s not the same river and he’s not the same man. -- Heraclitus
- 38. You never market to the same customer twice.
- 39. So What’s a Mad Man To Do?
- 40. Respects Consumer Preference • Respects the consumer's stated and inferred communication and content preferences Our Vision: Consumer-First Marketing Consumer-First Marketing helps brands build relationships on consumers’ terms It is marketing with integrity and empathy toward the consumer Relatable • Communication speaks to and sounds like the consumer Adds Value • Communication explicitly focused on providing value. (i.e., inspire, convince, educate, entertain) Contextually Relevant • Communication that recognizes and responds based on the consumer's current state (mental and physical).
- 41. 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
- 42. Getting Contextual with Weather
- 43. HOW CAN YOU GET STARTED?
- 44. The Voyage to “Consumer First” • Agree on your destination • Rethink how you identify and recognize consumers • Leverage predictive and contextual capabilities • Build permission and earn your consumers’ attention • Seek to become appreciated and valued by consumers • Start small and build
- 45. Our Consumer-First platform is an integrated orchestration and engagement solution for relationship marketers at agile, consumer-focused companies & brands. Selligent is developing the tools to help you on your journey
- 46. BACK UP
- 47. The world’s leading independent technology provider for relationship marketers.
Editor's Notes
- ABOUT ME WELCOME TO NO COUNTRY FOR OLD MAD MEN… TO TRANSLATE THE PRESENTATION TITLE… THINGS ARE GETTING TOUGH FOR MARKETERS -- THEY MUST CHANGE THEIR OLD HABITS TO SUCCEED WHY ARE THINGS TOUGH BECAUSE OF THE REVOLUTIONARY CHANGES IN CONSUMER BEHAVIOR DRIVEN BY HYPER CONNECTIVITY THE IDEA IS TO TALK ABOUT WHAT’S CHANGED AND WHAT IT MEANS AND WE THINK YOU OUGHT TO RESPOND
- The Selligent solution was born in the European market. It was created to meet the particular needs of European marketers. What are those needs? Go down list on the left, identifying need and then what was developed on the right to address that need.
- As some of you may have heard, StrongView and Selligent merged back in October bringing together market leaders in Europe and the US. We are moving forward together under the Selligent brand, but StrongView brings a lot to who we are as a consolidated global company.
- Go through this slide in the same fashion as slide 4 Work down the needs/strengths on the left and what that means for solution features on the right.
- Here’s the one page summary of what Selligent is today. Powerful and Smart Powerful enough to send millions of dynamic messages in minutes, but smart enough to trigger individual messages based on each consumer’s specific context Omnichannel and Best Channel Send contextually relevant messages via the channel that makes the most sense at the moment of engagement Global and Local Enjoy the global scale of the world’s largest independent relationship marketing platform provider and the superior service made possible by a broad network of culturally aware local teams Focused and Dependable Our vision for creating innovative 1:1 engagement solutions for relationship marketers isn't clouded by the need to solve a laundry list of problems faced by Fortune 50 CMOs
- Our mission
- Enough about Selligent, let’s dive into my presentation… And let’s start with consumers
- Let’s start by looking around the world of the hyper-connected consumer. Ask yourself … when was the last time you left your house without your phone – if you’re like me you might even have two phones How many of you looked something up or tweeted while we’ve been speaking here today ….
- And, why does it matter? According to recent research, humans have an attention span of 8 seconds. Below that of goldfish (9 seconds)
- So consumers could ask, “why should I give you 8 seconds of attention?”
- So, we should think differently about that question, and ask “why, in all the time the consumer has today, should they give me 8 seconds of attention – what am I doing for them to deserve it?
- So, we should think differently about that question, and ask “why, in all the time the consumer has today, should they give me 8 seconds of attention – what am I doing for them to deserve it?
- And, it’s not about the right spoken language; or being able to keep up with the way the kids today talk – this is actually a screenshot of a text conversation between my wife and 11-year old son
- And, it’s not about the right spoken language; or being able to keep up with the way the kids today talk – this is actually a screenshot of a text conversation between my wife and 11-year old son
- And, it’s not about the right spoken language; or being able to keep up with the way the kids today talk – this is actually a screenshot of a text conversation between my wife and 11-year old son
- Text-speak isn’t just shorter than normal language – there are acronyms to tell you when you’re saying too much
- We have to understand that consumer attention is a gift. We can’t waste the opportunity to speak to a customer. We must treat their attention to our message as a precious gift
- Here’s my favorite marketer, Don Draper and his team sitting around looking at this consumer behavior change wrought by technology and looking for ways to respond. When we work with our clients and, we encourage them to focus on the current marketing touch points and leverage available technology to enhance each moment, but always keep an eye towards the future and the opportunities emerging technologies may offer. Let’s take a look
- But, we’ve abused our privelege
- Here’s a practical example of how technology has dramatically changed product lifecycles. Practical example - 2 huge brands in fast food category … McDonald’s everyone loves a big mac. But it took 18 years to cross the 100 million burgers sold mark. Versus a newer brand – Taco Bell reached that benchmark in just 10 weeks with the Doritos Locos Tacos launch We are all living faster and living with more change than ever before. That’s the compressed speed in which we live
- Certainly how we shop … One of our customers, Walgreens started using Beacons to alert people to expiring discounts and deals. The pharmacy uses push messages to alert shoppers when pharmacy orders are ready or reminding them when it’s time to refill prescriptions. It keep customers in the stores because they know that they will be instantly alerted where their prescription is ready.
- For a long time stores were focused on ARS or automatic replenishment systems to ensure store shelves were never missing your favorite items … but today the new replenishment frontier is in your home. Real-time self directed replenishment Amazon prime is a leader in this category creating buttons you can place around your home and scanners to capture favorite products that automatically appear. Convenience will reduce the likelihood that they you will comparison shop or brand hop. If a brand can own the re-order the very moment you need to reorder, and shorten the time between need and fulfillment - now that is a sticky satisfying customer/brand experience http://www.foxnews.com/leisure/2015/11/24/dominos-launches-one-touch-ordering-easy-button/
- For a long time stores were focused on ARS or automatic replenishment systems to ensure store shelves were never missing your favorite items … but today the new replenishment frontier is in your home. Real-time self directed replenishment Amazon prime is a leader in this category creating buttons you can place around your home and scanners to capture favorite products that automatically appear. Convenience will reduce the likelihood that they you will comparison shop or brand hop. If a brand can own the re-order the very moment you need to reorder, and shorten the time between need and fulfillment - now that is a sticky satisfying customer/brand experience http://www.foxnews.com/leisure/2015/11/24/dominos-launches-one-touch-ordering-easy-button/
- How we cook … (video available) Who can live without the egg-minder … today you can go on amazon.com and buy your very own so you will always get alerted to you phone so you know how many eggs you have, how long you’ve had them… all right there. It’s one of my favorite examples of how the Internet of Things will be creating new data streams for marketers.
- How we drive … Our society is now becoming more comfortable sharing their data in exchange for discount or value. Insurance companies are now embracing user based pricing where by driver’s install a device to give permission for companies like Progressive or Travelers to track driving habits in exchange for reduced rates. Think of the marketing possibilities with this data … if you know when and how someone operates a car you can start to target accessories, maintenance products and services directly timed to their specific need. Theme here individualization – not pricing based on your profile but based on your behavior
- While sounding laughable at first, the 'internet of cows' is a great example of a useful IoT application. Working with the National Trust, BT monitored the cows’ location in order to prevent theft.
- Here’s another despairing character. This is Heraclitus the 6th century BC philosopher who was a pretty unhappy fellow. He liked to talk about change and how it affected our collective experience.
- This is perhaps his most famous expression. And it has particularly relevance when you translate it for the marketer in the age of the hyper-connected consumer.
- My translation.
- But what do you do? Where do you begin? What does it mean for you?
- There are many creative ways to be contextual. Redin ran a very successful campaign that leveraged a weather condition that is pretty contextual for where we are today. Redfin was able to identify customers who had bought a home recently in a region that was affected by a snow storm. It then automated messages from the agent that asked how the home looked in the snow and if they had any weather related issues that Redfin could help with by connecting them with relevant service providers. By taking this personal touch, they got a very high engagement rate and a lot of positive replies thanking them for thinking of them. It’s a simple campaign but powerful in deepening customer relationships. Next, I would like to bring up Karen Peterson from Ancestry, who is going to talk the role that testing plays in creating optimal experiences for customers and results for the business.
- So here we are back with our two troubled heroes – Don and Heraclitus. Trying to deal with change, trying to deal with all of the challenges of marketing and engaging consumers. At Selligent we look forward to working with you on these challenges. Thank you.
- I represent Selligent. As you know, we are Europe’s leading campaign management and engagement solution. Most of you know Selligent and we are very proud of being one of Belgium’s tech success stories.