Why Email Just Doesn't Die - Bright Shiny Objects: What's Sexy Now in Digital Marketing

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What's sexy now in digital marketing? Forrester analysts Melissa Parrish and Shar VanBoskirk explore what's new in digital and email marketing - digging into which are worth your time and budget versus those that are truly just shiny objects. Presentation from Retail's Digital Summit 2016.

Why Email Just Doesn't Die - Bright Shiny Objects:
What's Sexy Now in Digital MarkeBng
Shar Vanboskirk
VP and Principal Analyst
Forrester Research
Presented: September 27, 2016 at Retail’s Digital Summit
Melissa Parrish
VP and Principal Analyst
Forrester Research

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Frictionless Anticipatory Immersive

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Why “post-digital”?

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1. Thanks to digital devices,
customers are entitled.

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Source: Forrester’s North American Technographics® Online Benchmark Survey, Q3 2011, Base: 57,751 US online adults 18+
Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015; Base: 61,222 US online adults 18+
We are always addressable
51%
2011
62%
2015

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The expectation that
I can get what I want
in my immediate context
and moments of need.

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2. The digital distinction has
dissolved.

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3. Digital insights fuel business
strategy.

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Become a post-digital marketer.

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Human Helpful Handy

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Be human

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Be helpful

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Be handy

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25
Email is still the most cost effective
marketing tool
70%
$ 8.3%
$6 $15

26
Marketers are gaining experience
applying context within email

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What this will become
›  A business traveler receives an email from
a retail chain to which she is a loyal
shopper.
›  Email technology shows that the customer
is traveling when she opens the email.
›  The chain has stores in the city where she
is traveling and makes the logical leap that
she is staying at a hotel
›  The retailer personalizes email content at
open time to promote items such as water,
snacks, or umbrella; or room delivery

29
Context works within other media as well
Applying context increased Red Roof Inn:
•  Conversion rates by 375%
•  Bookings by 60%
•  Share of voice by $650
…with no incremental investment

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The condition of turning to trendy tech to
solve strategic problems
SHINY OBJECT SYNDROME:
Context can help you avoid

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1. Personalization Tech
SOS Symptom Strategic Investment

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2. Social Media (Really? Yes, really.)
SOS Symptom Strategic Investment

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3. Bots
SOS Symptom Strategic Investment
Customer: I’m really angry
at you, shoe store. These
new shoes hurt and you
said they’re comfortable.
Store bot: What size shoe
do you wear?
Customer: They’re the
right size, they just suck.
Store bot: What size shoe
do you wear?

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4. Artificial Intelligence
SOS Symptom Strategic Investment

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5. Intelligent Agents
SOS Symptom Strategic Investment

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Key Takeaways
› The world is post-digital; you must be, too.
› Be human, be helpful, be handy.
› Adding context will help you get there.
› Focusing on serving the customer will help you
avoid shiny object syndrome.

forrester.com
Thank you
Melissa Parrish
@MelissaRParrish
Shar VanBoskirk
@SharVanBoskirk

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Why Email Just Doesn't Die - Bright Shiny Objects: What's Sexy Now in Digital Marketing

1. Why Email Just Doesn't Die - Bright Shiny Objects: What's Sexy Now in Digital MarkeBng Shar Vanboskirk VP and Principal Analyst Forrester Research Presented: September 27, 2016 at Retail’s Digital Summit Melissa Parrish VP and Principal Analyst Forrester Research

8. 8© 2016 Forrester Research, Inc. Reproduction Prohibited Source: Forrester’s North American Technographics® Online Benchmark Survey, Q3 2011, Base: 57,751 US online adults 18+ Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015; Base: 61,222 US online adults 18+ We are always addressable 51% 2011 62% 2015

24. 24 Unique Profile Relationship HistorySituational Context Applying context can help

25. 25 Email is still the most cost effective marketing tool 70% $ 8.3% $6 $15

26. 26 Marketers are gaining experience applying context within email

28. 28© 2016 Forrester Research, Inc. Reproduction Prohibited What this will become ›  A business traveler receives an email from a retail chain to which she is a loyal shopper. ›  Email technology shows that the customer is traveling when she opens the email. ›  The chain has stores in the city where she is traveling and makes the logical leap that she is staying at a hotel ›  The retailer personalizes email content at open time to promote items such as water, snacks, or umbrella; or room delivery

29. 29 Context works within other media as well Applying context increased Red Roof Inn: •  Conversion rates by 375% •  Bookings by 60% •  Share of voice by $650 …with no incremental investment

33. © 2016 Forrester Research, Inc. Reproduction Prohibited 33 3. Bots SOS Symptom Strategic Investment Customer: I’m really angry at you, shoe store. These new shoes hurt and you said they’re comfortable. Store bot: What size shoe do you wear? Customer: They’re the right size, they just suck. Store bot: What size shoe do you wear?

36. © 2016 Forrester Research, Inc. Reproduction Prohibited 36 Key Takeaways › The world is post-digital; you must be, too. › Be human, be helpful, be handy. › Adding context will help you get there. › Focusing on serving the customer will help you avoid shiny object syndrome.

37. forrester.com Thank you Melissa Parrish @MelissaRParrish Shar VanBoskirk @SharVanBoskirk

Why Email Just Doesn't Die - Bright Shiny Objects: What's Sexy Now in Digital Marketing

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