Today’s marketing technology can help you deliver the right content at the right time better (and faster) than ever before—often in real time. And this is crucial for Marketers. Why? Because customers are engaging with your brand all the time, from everywhere, and sometimes via multiple devices all at once and they expect you to be able to communicate with them like you know them personally based on their stated preferences and implicit behaviors. Delivering on the promise of true one-to-one communications is possible and can help you increase engagement and drive revenue for your organization. In this session we will show you the tactics and technologies that make it possible.

1. TacticsandTechnologiesthat
DriveaHighlyPersonalized
CustomerExperience
Chris Murphy | Product Marketing Director
Silverpop, an IBM Company
@chrismurphyuk

3. The Perception Gap
Econsultancy Study: The Consumer Conversation –
The experience void between brands and their customers

4. …..and then there’s this……
Econsultancy Study: The Consumer Conversation –
The experience void between brands and their customers

5. Entering the age of the customer

6. “To succeed in the digital era, you have to
be totally in sync with the behavior and
preferences of your customers in a fast-
changing landscape.You have to be quick
and adaptable.”
Source: CMO, Retail
Stepping up to the challenge: CMO Insights from the IBM Global C-suite Study

7. Areas to Consider
AutomationCustomer
Data
Mobile
@chrismurphyuk

8. Customer Data
Using customer data to make your
communications more relevant
1
@chrismurphyuk

9. @chrismurphyuk

10. Explicit Data Capture Sources
Forms
Surveys
Progressive Profiling
Social Sign-In
Preference Centers
@chrismurphyuk

11. Connect to External Systems
CRM
ECOMMERCE
INVENTORY
WEB
ANALYTICS
@chrismurphyuk

12. #DMU15
http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/

13. Behaviors matter
What pages did they visit?
Did they post onTwitter?
How long since their last
visit?
How many emails did they
open?
Which articles did they
click to read?
Did they watch the video?
@chrismurphyuk

14. Explicit Preferences vs. Implicit Preferences
EXPLICIT IMPLICIT
Captures a picture of someone
at a particular point in time
Captures multiple pictures of a
person at various points in time
Reflects who people
think they are
Reflects what people
actually do
Must be periodically updated by
the customer to stay current
Automatically captured across
channels with tracking and
integrations in place
@chrismurphyuk

15. Implicit Behaviors – Important Characteristics
Individual
Insightful / Contextual
Actionable
@chrismurphyuk

16. #DMU15
Web IdentityTracking
I shared a link to
a blog post
I registered for
a webinar
I played a
media file
I visited a
landing page +
downloaded a
file
I clicked on a link
and shopped
online

18. Improving
Relevance
Dynamic offer:
• Loyalty status
• LCV
• New customer
• Never purchased

19. Automation
Utilize automation to maximize
results
2
@chrismurphyuk

20. silverpop.com/marketing-resources/white-papers/

21. Putting the "action" in "Transactional"
@chrismurphyuk

22. Automation Increases Engagement

23. Campaigns to Automate
Welcome / On-Boarding
Event Related –Trade Show/Webinar, Birthday /
Anniversary
Re-Engagement
BrowseAbandon / Cart Abandon
Replenishment / Reminder
Post-Purchase / Product Review
Out of stock / Coming Soon
@chrismurphyuk

24. Expanded Welcome Series
@chrismurphyuk
4 messages
Thank you Survey More Fun
Social

25. Georgia Aquarium Journey Map
Welcome
Series
Pre Visit
Explore Opt-in Ticket Purchase Member Donor Member Renewal Win back
Conversation Revenue
First Purchase
Thank You
Upsell
Encounters
Post Visit
Offers
Birthday Milestones Brand
Content
We Miss You
Newsletter
Last Chance
Donor Awareness 180 day check in
45 days out
@chrismurphyuk

26. Mint.comWelcome Program

27. Mint.com Activation Nurture Campaign
CUSTOMER
SIGNS UP
WITH
MINT.COM
WAIT
7
DAYS
EMAIL 3a:
SECURE
MONEY
MANAGEMENT
AND PIECE OF
MIND
YES
NO
EMAIL 2b:
ACTIVATED
ACCOUNTS
?
EMAIL 2:
TAKE
CHARGE OF
YOUR
FINIANCIAL
LIFE
YES
ACTIVATED
ACCOUNTS
?
WAIT
7
DAYS
NO
EMAIL 3b:

28. #DMU15
whitespace

30. Educational and Seasonal
@chrismurphyuk

31. Humor
@chrismurphyuk

32. Mobile
Delivering an effective and engaging
mobile experience
#DMU15
3
@chrismurphyuk

33. Mobile is more important than ever
of email opens are
on mobile devices
people look at their
phone an average of
150 times a day
of people delete an
email if it doesn’t
look good on their
mobile device
53% 80%150
Source: Litmus & eConsultancy

34. Device Proliferation
@chrismurphyuk

35. "Time for bed – pass the iPad please honey"
@chrismurphyuk

36. 3 Important Mobile Channels
Mobile Email SMS Push
Notifications
@chrismurphyuk

37. From Name ~25 characters
Subject Line ~35 characters
Pre-header ~85 characters
Start by adopting basic
best practices
@chrismurphyuk

38. Enhance your subject line
with a creative, useful
or helpful pre-header
• Call-to-action
• Special offer
• Reminder
NOT “having trouble…?”

39. Email Insights powered by Litmus

40. SMS response rates of 25-45%vs 5-10% for email
Why SMS is Important for Marketers
SMS can reach over 80%of the worlds population
95% of texts opened within 3 min of receipt.
Up to 34,000xfaster than email
SMS open rates of 90+% vs. 25-35% for email
Source: Forrester Research

41. Broadcast Narrowcast 1:1 Cast
message all app users message some app users
based on rules & segments
message individual users
Brands should employ all three types of messaging campaigns
Don’t forget to use your 20% off
coupon. It expires this Friday!
VTLivingVTLiving VTLiving
Your Order is now ready for
delivery
Get Bonus Points with your
rewards card. Collect and
redeem points for fun prizes
Vary the type of push based on business need
@chrismurphyuk

42. Rich Notification Notification InboxSimple Notification Customized Preference Center
Comprehensive Push Capabilities

43. ThankYou!
ChrisMurphy
Silverpop,anIBMCompany
chrismurphy@us.ibm.com
@chrismurphyuk