Are you marketing in the now? Sounds New Age, but it’s what consumers expect of the brands they love. Marketers are constantly seeking the perfect time and place to reach their customers, yet they keep coming up against the same hurdle: each customer has a different perfect time and channel, and it’s continuously changing. Today’s tools and technologies let marketers harness customer context and personalize offers on an individual basis to meet customer expectations and maximize campaign results. Watch this webinar now to learn how to upgrade your marketing campaigns to meet escalating consumer expectations and bring your marketing into the now. * How consumer expectation is driving a new era of customer experience * Techniques for identifying your customers’ expectations and their context * Strategies for engaging consumers with a unified experience * Real-life examples from brands that are leading the charge

1. Marketing in the Present Tense
Strategies for Success
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SHAWNMYERS, VP Marketing
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2. How is our world being
disrupted?
Our World is Being Disrupted
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3. Customers are constantly connected to an
infinite variety of information and opportunities
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Marketers must be aware of the history
and present tense of consumers
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4. Customer expectations have never been higher:
infinite options and immediate action
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Marketers’ customer understanding must
adapt in real time
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5. The customer leaves ample evidence of their
evolving context across a wide cloud
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The marketer’s actions must be based on
deep contextual insights
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6. The customer is turned off by marketing that is
uncoordinated or uninformed
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The marketer’s actions must be
integrated, relevant, and current
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7. Marketers Need To Think Differently
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8. Marketers Need To Think Differently
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9. What is Present Tense Marketing?
Marketing
that has
caught up
with the
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consumer
Real-time
customer
listening and
EXAMPLE analysis
capability
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10. What is Present Tense Marketing?
Marketing
that has
caught up
with the
HEADLINE
consumer
Real-time
customer
listening and
EXAMPLE analysis
capability
Reach customers at the right
moment, in the right place, in the right
way
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11. HEADLINE EXAMPLE
What Does it Take to Market in the Present Tense?
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12. Insight
Action
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What Does it Take to Market in the Present Tense?
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13. Solutions to date have been good at one or the other
But not both
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The combination of Insight and
Action is necessary for success
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14. IT’S GOING TO TAKE A NEW
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How
APPROACH do we get there?
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15. Beyond Lifecycle = Present Tense
Marketing
Evolving the Dialog to the Constantly Connected Consumer
Single
Channel
Multi - Channel
Cross -Channel
Present Tense
Marketing
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16. Marketers Need to Leverage
Context
Context
Source: The New Multi-Screen World Study – Google, August 2012
Context determines Consumers needs
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Today’s consumers own multiple devices and move
seamlessly between them throughout theand Confidential
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17. Customer Journeys are CrossChannel
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Source: The New Multi-ScreenProprietary and Confidential
World Study – Google, August 2012
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18. The Value of Context
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19. The Value of Context
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20. Customer Context
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21. InteractionStore
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22. The First Customer Insight Solution Supporting
Unlimited Cross-Channel Interaction Data
Device Preference
Web Behavior
Social Sentiment
Device OS
Physical Location
Mobile Activity
Email Interactions
App Interactions Social Engagement
Understand Customer Context and Adapt Marketing Campaigns in
Real-Time to Engage Customers Living in the Present Tense
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23. Message Studio
Message Studio
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Real-Time Cross-Channel Execution: Email, Mobile, Display
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24. customers are:
▸ Empowered
▸ Always Connected
▸ Demanding interactions and information in real time
marketers must be:
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▸ Responsive and consistent across channels
▸ Understanding Interactions at Scale
▸ Providing Personalized and Value-Driven
Communications
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25. HEADLINE EXAMPLE
Winners and Losers in the Present Tense
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26. Beginner Present Tense Marketer
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27. More Advanced Present Tense Marketer
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28. More Advanced Present Tense Marketer
✓
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29. More Advanced Present Tense Marketer
✓
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30. More Advanced Present Tense Marketer
✓
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31. More Advanced Present Tense Marketer
✓
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32. More Advanced Present Tense Marketer
✓
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33. Some Winners, Some Losers
✓
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34. Some Winners, Some Losers
✓
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35. What’s Working on the Journey
to Present Tense Marketing?
#svdata
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36. Understanding Consumer Preferences
See device share trends over time
Tracks opens and clicks
Breakdown by device platform
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37. Delivering Optimized Mobile Experiences
Increased logo for
brand recognition
New easy to click
navigation bar
Increased size
of social icons
Elastic layout
>40% of Email
is now opened
on a mobile
device
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38. ADDING ONRAMPS FOR EMAIL ENGAGEMENT
Provide an onramp to drive
subscription, engagement and
conversion with travelers in transit
and loyalty program features such
as STRETCH seating, post flight
surveys and loyalty balance.
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39. COORDINATING ACROSS CHANNELS
Create a complete
experience for the
customer, from registration
through dealer
survey, coordinated and
on the preferred devices.
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40. How do you know where you stand?
#svdata
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41. Digital Marketing Evolution
Value
High
Present Tense Marketer
State Aware – Contextual Marketing
Based on Customer Profile and Interaction Data
Leader
Real-Time Cross Channel Marketing
Moderate
Cross-Channel Event Driven
Follower
Lifecycle Marketing
Automated/ Triggered Programs
Novice
Basic Segmentation & Personalization
Campaigns with Simple Attributes
Low
Beginner
No Personalization
Batch Campaigns
Maturity
#svdata
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42. Present Tense Marketing Pillars of Success
1) Acquisition & Revenue
2) Context Awareness
3) Data Availability
4) Efficiency
5) Channel Integration
#svdata
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43. Prescription of Success
Acquisition
& Revenue
Cross-Channel
PTM Level: Beginner
Prescription: Segment/Target
audience, Automate Triggered
& Lifecycle campaigns
Context Aware
4
Present Tense Levels
20-24 - Beginner
35-54 - Novice
55-75 - Follower
75-94 - Leader
95+ - Innovator
7
PTM
score
21
4
3
5
10
3
15
20
Efficiency
Data
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44. Digital Marketing Evolution
Value
High
Present Tense Marketer
0%
State Aware – Contextual Marketing
Based on Customer Profile and Interaction Data
Leader
5%
Real-Time Cross Channel Marketing
Moderate
Cross-Channel Event Driven
14%
Follower
Lifecycle Marketing
Automated/ Triggered Programs
Novice
48%
Basic Segmentation & Personalization
Campaigns with Simple Attributes
Low
Beginner
No Personalization
33%
Batch Campaigns
Maturity
#svdata
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45. 60%
Digital MarketingMarket
State of the Evolution
50%
Value
High
Present Tense Marketer
State Aware – Contextual Marketing
40%
Based on Customer Profile and Interaction Data
Leader
30%
Real-Time Cross Channel Marketing
Moderate
Cross-Channel Event Driven
20%
Follower
Lifecycle Marketing
Automated/ Triggered Programs
10%
Novice
Basic Segmentation & Personalization
Campaigns with Simple Attributes
Low
0%
Beginner
Beginner
Novice
Follower
Leader
48%
14%
5%
No Personalization
Batch Campaigns
33%
#svdata
Present Tense
Marketer
Maturity
0%
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46. Where should you start?
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47. 1. Focus on Customer Data – collect it all
2. Build cross channel permissions
3. Don’t think campaign – Think Interaction
4. Assess your current status - we can help
Visit www.presenttensemarketing.com or
contact us at 1-800-971-0380
#svdata
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48. Questions?
Visit www.presenttensemarketing.com
or contact us at 1-800-971-0380
#svdata
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