When programmatic meets creativity a new world of possibilities arrises. Colors, buttons, messages. Understand the intelligence behind automated creatives.
Building Customer Relationships with UGC & Lifecycle MarketingWhatConts
Learn how to build customer relationships by weaving User Generated Content into your existing Lifecycle Campaigns to help retain customers, grow revenue, and acquire new ones.
Learn more about key personas and retention campaigns to keep your most valuable customers, we'll cover everything from winning back churning customers to automating product replenishment campaigns.
Growing CLV, Automating Replenishment and Predictive Marketing with Magento +...WhatConts
Learn from retail executives from MyBinding.com and POS Supply as they present best practices for customer retention and lifecycle marketing. In this slideshare you’ll see how both brands combine Magento and MailChimp, and Windsor Circle to develop highly-targeted campaigns that drive revenue and engagement. View this quick-hitting strategy slide deck filled with actionable tips that can be implemented immediately.
This slide deck was used during a breakout session during Magento Imagine 2016 and was sponsored by Windsor Circle.
Building Customer Relationships with UGC & Lifecycle MarketingWhatConts
Learn how to build customer relationships by weaving User Generated Content into your existing Lifecycle Campaigns to help retain customers, grow revenue, and acquire new ones.
Learn more about key personas and retention campaigns to keep your most valuable customers, we'll cover everything from winning back churning customers to automating product replenishment campaigns.
Growing CLV, Automating Replenishment and Predictive Marketing with Magento +...WhatConts
Learn from retail executives from MyBinding.com and POS Supply as they present best practices for customer retention and lifecycle marketing. In this slideshare you’ll see how both brands combine Magento and MailChimp, and Windsor Circle to develop highly-targeted campaigns that drive revenue and engagement. View this quick-hitting strategy slide deck filled with actionable tips that can be implemented immediately.
This slide deck was used during a breakout session during Magento Imagine 2016 and was sponsored by Windsor Circle.
Lifecycle Marketing Series: Post Purchase Personas and CampaignsWhatConts
Learn more about key personas that retailers tend to run into and key campaigns to turn your one time purchasers into 2x, 3x, and loyal customers. Learn how to engage your customers after the first purchase and beyond to grow customer value.
Technology is quickly changing the face of retail delivery. The customer experience is increasingly remote. In this new environment how are financial institutions going to establish meaningful personal relationships that are so important to cross selling? How are they going to build the emotional connections that drive customers to them for future needs?
The importance of diversified selling for today's ecommerce seller. We talk to SEO and branding experts who share their tips for long-term success with a multi-channel marketing strategy.
Personalisation: Separating the good and the great (from the downright damagi...Pure360
What seperates good personalisation from great personalisation? This talk reveals all.
Learn from real-life examples of great personalisation and discover what happens when it goes horribly wrong.
Presenter: Chantelle Knoetz, Key Account Director, Pure360
Event: eCommerce Expo 2018
eBay’s 2017 Holiday Playbook: Tips and Trends for More Sales this SeasonChannelAdvisor
eBay reaches 171 million active buyers in 190 countries globally.
Learn how to advertise your listings, and create promotional offers to help you stand out, drive visibility, and increase sales.
SEO can be tricky when you’re just starting a brand. Learn from our top marketing experts on what it takes to make sure your products are easily found on the web.
Amazon marketplace optimization unpacking the strategic levers that drive m...Miva
The Amazon Marketplace is a top-tier sales channel for many brands and resellers alike, yet few sellers approach the Marketplace with a sophisticated strategy focused on ongoing performance optimization. CPC Strategy CEO, Rick Backus, dives into how large-scale sellers can scale their Marketplace performance and foster significant competitive advantages by leveraging high-volume sales and marketing programs.
Plugging In: Utilizing Predictive Analytics to Increase AOV & CLVWhatConts
Learn how CablesAndKits, one of the fastest growing Cisco network equipment providers, leverages predictive analytics to increase AOV 27%, CLV 27%, and sees a 14x ROI.
NRF 2019: Retail's Big Show
Malachi Bennett, Loyalty Partnerships, Retail Marketing North America, Shell
Sara Elinson, Principal, Transaction Advisory Services, Ernst & Young
Jeff Hassman, CMO, Fuel Rewards, Excentus Corp.
Mladen Vladic, General Manager, Loyalty Services, FIS Global
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
Lifecycle Marketing Series: Post Purchase Personas and CampaignsWhatConts
Learn more about key personas that retailers tend to run into and key campaigns to turn your one time purchasers into 2x, 3x, and loyal customers. Learn how to engage your customers after the first purchase and beyond to grow customer value.
Technology is quickly changing the face of retail delivery. The customer experience is increasingly remote. In this new environment how are financial institutions going to establish meaningful personal relationships that are so important to cross selling? How are they going to build the emotional connections that drive customers to them for future needs?
The importance of diversified selling for today's ecommerce seller. We talk to SEO and branding experts who share their tips for long-term success with a multi-channel marketing strategy.
Personalisation: Separating the good and the great (from the downright damagi...Pure360
What seperates good personalisation from great personalisation? This talk reveals all.
Learn from real-life examples of great personalisation and discover what happens when it goes horribly wrong.
Presenter: Chantelle Knoetz, Key Account Director, Pure360
Event: eCommerce Expo 2018
eBay’s 2017 Holiday Playbook: Tips and Trends for More Sales this SeasonChannelAdvisor
eBay reaches 171 million active buyers in 190 countries globally.
Learn how to advertise your listings, and create promotional offers to help you stand out, drive visibility, and increase sales.
SEO can be tricky when you’re just starting a brand. Learn from our top marketing experts on what it takes to make sure your products are easily found on the web.
Amazon marketplace optimization unpacking the strategic levers that drive m...Miva
The Amazon Marketplace is a top-tier sales channel for many brands and resellers alike, yet few sellers approach the Marketplace with a sophisticated strategy focused on ongoing performance optimization. CPC Strategy CEO, Rick Backus, dives into how large-scale sellers can scale their Marketplace performance and foster significant competitive advantages by leveraging high-volume sales and marketing programs.
Plugging In: Utilizing Predictive Analytics to Increase AOV & CLVWhatConts
Learn how CablesAndKits, one of the fastest growing Cisco network equipment providers, leverages predictive analytics to increase AOV 27%, CLV 27%, and sees a 14x ROI.
NRF 2019: Retail's Big Show
Malachi Bennett, Loyalty Partnerships, Retail Marketing North America, Shell
Sara Elinson, Principal, Transaction Advisory Services, Ernst & Young
Jeff Hassman, CMO, Fuel Rewards, Excentus Corp.
Mladen Vladic, General Manager, Loyalty Services, FIS Global
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
The lowly side project—you know that thing you do for fun when you have some downtime? The history of the Internet is rife with stories of side projects starting as innocent little ways to kill some time or scratch an itch only to turn into something much larger.
From Blogger to Flickr to Twitter to Slack, a lot of very popular services started out as small side projects before eclipsing the very thing they grew from. And they’re not just important for startups, they’re also vital to anyone working on the web today. Thanks to a plethora of self-directed learning sites, there’s not much stopping you from building anything you can dream as your next side project. In the end, they’re great ways for anyone to expand their skill set, build on their hobbies, and impress future employers.
It’s time for side projects to take center stage.
. . . . . . . . . . . . . . . . . . . . .
Matt Haughey is a veteran of the Internet, starting from the first days of blogging when he created MetaFilter and later with his work on Blogger. He helped launch and design Creative Commons and most recently has helped Slack share their vision for making everyone's working lives simpler, more pleasant, and more productive.
Marketing + AI - How to optimise conversion rate by leveraging Machine LearningJack Nguyen (Hung Tien)
Cost Per Click and Marketing Spend have increased 2-3x over the year. Brands can not control the digital war zone between Google and Facebook.
However, brands are sitting on a big trove of their customer data that they can leverage to create competitive advantage with powerful machine learning to increase efficiency, return on ad spend and lift conversion rate.
Long gone the day of manual segmentation!
Still trying to woo customers to your online store? With PNA's E-commerce Data Analytics, you can find out how to bring in customers and turn them into repeat shoppers.
Dovetail usergroup presentation: E-commerce top tips Dovetail Services
A practical workshop that will deliver a range of tips and techniques on ways to improve e-commerce order conversion rates for subscription acquisition and renewal transactions.
Why Omnichannel Selling Is Now Tablestakes In EcommerceTinuiti
Topics Discussed:
Why omnichannel is a must in 2017
How do you choose which platform to focus on (they vary by company!)
How your internal data will drive your external decisions
Unconventional methods of omnichannel growth on conventional channels
Live Q&A
Digital Age & Its Effects On The Marketing model, Consumer Decision Journey a...Apoorv Pandey
Digital Age & Its Effects On The Marketing model, Consumer Decision Journey and Customer Experience : This is to explain how the landscape and behaviour are changing with the advent of digital age and also how marketers can leverage on digital landscape, use this opportunity to implement the right strategy to the target audience and find relevant data for analysis.
Motivate your Employees, Partners, Sales Team, Consumers through Rewards by X...Xoxoday
Get best business results by reinforcing positive behaviour to your Employees, Partners, Sales Team, Consumers. Digital Rewards and incentives help in increasing consumer engagement.
Get your online store ready for the holiday shopping seasonPromodo
Winter holidays and the pre-holiday season are known to be the busiest and most profitable time for most e-commerce sites owners. But are you sure that your business marketing strategy is helping you get the most out of this year's festive season? Get your brand ready for the best time of the year with our webinar.
Learn how shopping analytics can help answer these four questions:
• Is this a valuable ad moment?
• What is the value of the ad moment?
• What is my buyer’s context at this moment?
• How do I maximize the moment?
9 Benefits of Analytics in eCommerce - An InfographicIQLECT
Integrating analytics in e-commerce helps businesses to better understand customers' buying habits and expectations. This infographic will illustrate the various benefits of integrating analytics in e-commerce businesses.
Find Your True ACoS & Optimize Your Sponsored Products AdsTinuiti
What is a good Advertising Cost of Sale (ACoS)? It goes on beyond ad spend divided by total sales. ACoS depends on a number of factors: goal, proper campaign structure, product life cycle, profit margins and so on.
A low ACoS is a good thing, but what you determine as low will vary by product. We will unpack our holistic approach to ACoS to help you find the sweet spot when balancing your sponsored ad spend and product margins.
At this HubSpot User Group virtual event, Jeff Russo covered the following topics:
1. HubSpot Solves the Needs of Sales Teams (Frictionless Selling)
2. HubSpot Gives a Single Source (#1 CRM for Scaling Companies)
3. HubSpot Supports Sales Teams at all Points of Maturity (Sales + CRM Maturity Model)
PLUS: An exclusive sneak peak at the Sales Hub Road Map and upcoming product updates from the Director of Product himself!
Do the terms companion banner and quartiles cause question marks in your head? Digital advertising comes with its own vocabulary, and if you’re new to the industry, the terms can be downright puzzling.
The A to Z of Programmatic (formerly known as our Programmatic Jargon Buster) helps you look like a programmatic pro in front of your colleagues. This edition includes terms across all different facets of programmatic, from mobile to in-app to video.
Download this guide to get a refresher on programmatic terms like:
• Day N
• Negative retargeting
• Quartiles
• In-stream and out-stream video
• Companion banner
• And many more!
To download the presentation, please go to this page: https://www.sociomantic.com/the-a-to-z-of-programmatic-4th-edition/
A year is made of only twelve months, but thousands (or millions!) of customer touchpoints – each one with a unique personality. With that in mind, this year we created our very own buyer personas calendar, showcasing a different persona for each mont and season. Every year, retailers ask themselves: How will I find, identify and reach the right customer during Christmas? Or Halloween? Or Valentine's Day? Our proprietary tech answers that, reaching anyone, anywhere, with ads as individual as they, we, all are. And with our design team, we make sure your message is presented in the best way possible.
Note: As Slideshare doesn't allow hyperlinks on infographics, we're posting the full list below, by order and section.
Thinking of moving to Berlin? Wondering why we all love the city so much? Asking yourself about the rent, the language, and all the other doubts that pop when doing a move like this? Fear not: our infographic is here to help!
Alternative and liberal:
http://www.thelocal.de/20150907/berlin-named-vegetarian-capital-of-the-world
Types of contracts:
http://www.wg-gesucht.de/
https://www.immobilienscout24.de/wohnen/berlin,berlin/immobilien.html
The Anmeldebestätigung:
https://service.berlin.de/dienstleistung/120686/
https://service.berlin.de/standorte/buergeraemter/
Health insurance:
http://www.howtogermany.com/pages/healthinsurance.html
Opening a bank account:
http://www.relbanks.com/rankings/top-banks-in-germany
Steueridentifikationsnummer:
http://www.berlin.de/sen/finanzen/steuern/finanzaemter/
https://www.sachsen.de/en/1451.htm
Transportation:
http://www.bvg.de/de/Fahrinfo/Jederzeit-mobil%20(Or%20download%20the%20BVG%20app%20for%20your%20phone)
https://eu-static.sociomantic.com/site_uploads/2016/12/Machine_Bear.gif
The Big Data Bang infographic shows the path to programmatic, from the birth of the Internet to today. From the first banner advertisement prompting an invite with “Have you ever clicked your mouse right here?” to the very first swinging (pun intended) keyword ad, we’ve highlighted some major milestones across display, social, mobile, video and search advertising along the way.
The Big Data Bang infographic shows the path to programmatic, from the birth of the Internet to today. From the first banner advertisement prompting an invite with “Have you ever clicked your mouse right here?” to the very first swinging (pun intended) keyword ad, we’ve highlighted some major milestones across display, social, mobile, video and search advertising along the way.
“UK marketers demand to be challenged and educated,” says Gavin Wilson, Sociomantic MD for Northern & Southern Europe, who has run the UK market since he joined in 2012. “After detailed tendering periods in the early days in this market, today we have a solid and quickly-growing customer base spanning several verticals. Advertisers in the UK now recognize the value of customizable programmatic solutions that allow them to run first-party-data-driven campaigns for more personalized interactions with their best customers and prospects. The possibilities ahead with our new parent company, dunnhumby, mean that that future in the UK looks especially exciting.”
Read more in our blog post http://bit.ly/proglobeUK
Power to the screens - Making Sense of Mobile ShoppersSociomantic Labs
Understanding how your customers shop across devices is the key to m-Commerce success. Learn the latest mobile consumer shopping trends that retailers are itching to know.
The Mobile Globe: Where in the World is Mobile Retail Advertising Headed? (US)Sociomantic Labs
The mobile ecosystem is a vast and dynamic place, and it's hit a growth spurt. Find out how quickly mobile usage and mCommerce are spreading, and along with them, mobile advertising.
Real-time bidding (RTB) is revolutionizing the world of display advertising. sociomantic is making it easy for large eCommerce advertisers to get started in this powerful new performance channel.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
2. To whom it may concern,
I don’t know who you are or
what you care about, but I
want to sell you something,
even if you don’t want it.
3. Dear Valued Customer,
I don’t know your name or
what you care about but I’d
like to sell you something.
Dear Tom,
Happy birthday! Here’s a
special 20% off gift voucher
for that jumper you wanted.
Enjoy
6. The customer journey used to be simple!
Moment of
Purchase
Moment of
Usage
Moment of
Stimulus
7.
8. who
out of
store
remind
me
sales &
events
easy
rewards
no stress
respond
make me
look good
inspire
creativity
options
recognize
help
in-store
surprises
information
help
same time
new
ideals
flexibility
connection
inspiration
select
good
choice
feel
welcome
feel
supported
surprise
savings
suggestions
save time
fix
problems
flexibility
discover buy
reward
loyalty
exceptional
service
suggest
ideas
ask my
opinion
reflect
appeal
flexibility
shop
best
prices
interesting
range
save time
inform
flexibility
celebrate
savings
redeem
rewards
what
services
products
rewards
when
day of
week
time of
day
time of
year
occasion
online
offline
how
lifestyle
lifestage mission
needs
segment
interests
behavior
where
fun
surprise
connect
simplify
curate
educate
delight
surprise
deals
selection
suggestions
new
products inform me
reward
comment
easy
search
appreciate
me
unexpected
rewards
9. Finding the right customer, in the
right place, at the right time, with
the right message is now more
complex than ever before.
19. Creative is now understanding the
art and science of using data and
programmatic to create a
seamless narrative of interactions
with your brand.
20. Wherever your customers are
I’ve been searching
flights to Hawaii.
I really want a red
dress!
I would like to apply for a
new credit card…
21.
22. The challenges
Global airline: top 5 for international travel worldwide
• Customised communications across all
flight routes
• Deliver smart segments based on first
party data
• Optimize towards post-click eCPA
• Cross-channel (desktop, mobile & FBX)
• Ensure flight load factors are maintained
23. We looked to 1st-party data to
make smart decisions
Analytics &
Booking Data
Frequent
Buyer Program
Passenger Name
Record (PNR)
Revenue
Management
System (RMS)
24. We found…
departure date behaviours
0-1 week 1-2 weeks 2-4 weeks 4-6 weeks 6+ weeks
Decided on Purchase Purchase Consideration
26. Inventory “load factor” management
Creative decisions that promote
flights that are undersold.
Determine which users may be
price sensitive, push unsold seats.
A B C D E F G H I J
27. Mumbai, India –
Singapore
Dep. 29 August
- Jain Food
- Speedy Boarding
- Extra leg room
Book Now
Now
$253
Preferred
Destinations
or Routes
Mumbai – London
Mumbai – Singapore
Mumbai – Bangkok
Mumbai – Paris
Real-time
price
Real-time
availability
Exact product
+ similar offers
- Departure date
- +/- 1 days
- Destination
- Price comparisons
- Product variations
Campaign Split:
Departure Date
All feed into the communication engine
to deliver real-time offers based on the user
28. Results: 8-month period
33% 14k -68%
33% more
revenue
14,000 sales eCPA
decreased by
68%
More brand-
new customers
Performance Branding
31. We still need the style,
shape, color and
size to suit
The art of rendering is still
critically important!
32.
33. Creative rendering has gone micro…
where the simplest of things can have the most profound effects
Consistently higher CTR,
up to 10%
Green CTA
Orange CTA
34. Shape and size does matter
Up to 3x CTR
Multiple product image
sizes
Single product
image size
35. Summary
1. Focus on the consumer
2. Be smart not big
3. The art can be in the data
4. Always be testing
5. Beware of the hippo
6. Let data do the talking!
Evolution from traditional bulk buying to one2one
Single, expensive, pressure-to-be-flawless mass-blast ad unit to personalised, multiple, more cost-effective, ad units to various individuals
Creativity lies in the logic behind the ad unit the more creative, data-driven the logic, the more effective the ad unit is in driving conversions
BA case study
A/B testing — check with Anne/AMs for diff banner sizes/formats + their CTRs
Some of you may be thinking this is a message since day one of the internet.
In fact, it’s todays messaging Without a customer-centric approach,
It still could be data oriented but without customer centric data it can lead to the worst sort of digital marketing
2 reasons for the need for hyper relevance
1: Ad blockers
2: Changing customer journey
Not long ago, the customer journey was simple, straightforward and most importantly to us, PREDICTABLE
Customer would be stimulated, then they’d but, then they’d use / consume
Then repeat cycle
And although this beautifully old image oversimplified this point, you get the point
weekly
Customers would want something, go and buy it, occasionally be tempted by something else, but again, they’d buy it
Vs Shopping now….
With the rapid advancement in technology, digital touch points are outgrowing physical ones.
The customer journey is no longer as simple as it once was.
There is more importance on each of those communications to “get it right”.
With an Explosion in data sources, retailers or brands are struggling to know what data is relevant and how to create value from it.
More importantly, how do you make all this data join up, so the end results appears seamless to the customer
Eg the most relevant and personalised media possible, all of the time
“all of this tells us that….” Read the slide
But data driven or programmatic buying of course assists
It helps reach exactly the right consumers with the right content at the right time.
Move away from using content as a proxy to advertise towards targeting the user
If you can manage all of this, what does this all morph into.
I believe
By enabling data-driven personalisation, marketers can connect the dots online and offline to create a rich, accurate and actionable perspective of the customer.
Yes, this may take time but as I’ve shown today, customers demand it, and media allows for it
Programmatic is the beginning and it need not just be seen as an online solution, but now an on and offline solution giving you a true 360 degree perspective of your customer.
So, lets go back to where I started ‘Fuck the line’ start joining your customer up today
With all the hype around it, many might think that big data is the answer to their omnichannel problems, but in fact, big data can be a big dilemma. That's why we recommend advertisers to start with the data they already have, that's already structured and maybe not being put to good use to drive seamless marketing. We call it smart data.
Everyone in this room knows the customer online, and you think you know how to influence them – you’re E-Tailers, after all.
But even this space can be incredibly complicated if you think about all the variables that exist here today, the picture is already fragmented at best.
5 years ago the world online was simple; display, affiliates, search and mail.
Now this still all exists but the consumer is inundated with offers, capability, search functionality, likes, dislikes, favorites, tweets, recommendations, some via iPad, some on desktop….
Well, Programmatic media arrived some 5 years ago – data and science to a buying world
Started with RTB, then got more scientific
Emergence of DSP’s, DMP’s the data world shifted
changed the way media is bought, sold and personalized.
As more touch-points are digitized / get a unique identifier, we will see even more touchpoints purchased programmatically
and more media in general becoming programmatic
Reaching individual users with an individual message at scale
If you can do that and you believe that having a plan that genuinely focuses on one to one marketing is a reality, you can succeed.
Talking to each with relevant and personliased media all the time
Delight not frustrate them with media
Of course, don’t over complicate, Start with channels that are capable
Of course To do this you must understand that smart data we referenced earlier
Data has dozens of touch points
From 1st party to 3rd party
Individual to household
Social to in store
All is key you collate, interpret and digest, without ever losing sight of the fact there’s a customer or potential customers behind all of this
So ultimately If you want to gain market share
Or retain markets share
I belive that ….”Understanding…” read slide
Without this, how do you converse with existing or would be customers?
In most cases it is no longer relevant to deliver a standard message across all users. Brands need to be communicating specific messages to individuals.
what are we actually personalizing in the messaging?
Some very simple examples of Programmatic messaging
It needs to be a user individual messaging
A bit about the partnership:
PLEASE NOTE: This the the British Airways case study. We CANNOT use the logo on the slides, but you can mention it verbally when discussing with a customer.
In late 2013, British Airways (BA), approached performance marketing agency iProspect with a strategy to develop and execute a more user-individual display campaign. At the time, BA subscribed to another remarketing supplier. however, the leading airline sought after a specific display solution: it had to be clean, it had to be customer-centric and it had to complement their existing strategy of attracting customers with intelligent prospecting through to conversion.
The Challenges:
Improve ROI
Maintain sustainable marketing costs
Optimise to meet segment-specific targets
Manoeuvre through complex tag management
No one can leverage first party data more effectively than the data owner. Smart data is a gold mine of opportunity and when put to use effectively, will differentiate the competitors of today from the winners of tomorrow
Customers searching for flights departing within a week tend to book short-haul, domestic flights. These flyers tend to be more decided on their purchases and closer to conversion. Sociomantic’s data-driven bidder then calculates relatively lower bids for this customer segment, making the most of a smaller investment and increasing profit margin for the flights booked within this segment.
Meanwhile, customers on the other side of the spectrum searching for flights departing in 6 weeks or more tend to book long-haul services. These flyers are less decided on purchase, often in consideration phase (middle-funnel). Sociomantic’s bidder calculates relatively higher bids for this customer segment, making a larger investment than in lower-funnel segments in order to move these customers further down the purchase funnel.
BA’s dynamic display portfolio was segmented on three dimensions to drive maximum campaign efficiency and effectiveness:
by country
by channel (standard display versus Facebook display)
And by departure-date segments.