combining sms marketing and adobe campaign to better ...sms marketing and adobe campaign 4 client...
TRANSCRIPT
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Combining SMS Marketing and Adobe Campaign to Better Connect With Customers
Andrew DidinchukSenior Adobe
Architect
Upcoming Event | Adobe Summit in Las Vegas [March 19th – 23rd]
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Speaker Introduction:Andrew Didinchuk
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3SMS Marketing and Adobe Campaign
Andrew Didinchuk• Senior Architect
• Enterprise Marketing Management (EMM) Experience:
– Solution Consultant
– System Architect
– Software Developer
• Industry Experience:
– Hospitality, Financial Services, Insurance, Manufacturing, Media, Consumer Goods, Retail, and Telecommunications
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4SMS Marketing and Adobe Campaign
Client Spectrum
• Founded in 2005
• Specialize in Adobe®, IBM® and SAS® Enterprise Marketing Management (EMM) Solutions
• 50+ full-time Adobe®, IBM® and SAS® EMM consultants (350,000+ service hours)
• Offices in Montreal, Toronto and Calgary
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Agenda
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6SMS Marketing and Adobe Campaign
Agenda
1. Why use SMS marketing?2. Use Cases3. Implementing SMS with Adobe Campaign4. Connecting Adobe Campaign with Twilio 5. Guest Speaker: Cameron Walt
– Digital CRM Manager at Taylor Guitars
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Why use SMS Marketing?
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8SMS Marketing and Adobe Campaign
Why use SMS Marketing?
• 80% smartphone penetration• 100% of devices are SMS capableFar Reach
• 98% open rates• 35% click through rates• 90% of messages read within 3 minutes
Effective
• Low per message costs (as low as $0.01)• Simple / Straight Forward contentCost Efficient
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9SMS Marketing and Adobe Campaign
SMS Marketing Use Cases
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10SMS Marketing and Adobe Campaign
Use Case #1: Standard SMS Campaign
1Customer receives
Keyword and Short Code
2Customer messages
Keyword to Short Code
3Action is taken
by company
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11SMS Marketing and Adobe Campaign
Use Case #2: Product Updates
1Text ITEM123
to 654321 for price updates
2Subscribed to product
3
$4
All subscribed customers
get SMS
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12SMS Marketing and Adobe Campaign
Use Case #3: Multi-touch Upsell
Breakfast ending
Excursion starting
Happy Hour
1Customer arrives at
resort(5 day stay)
2Text HELLO to
654321 for event
notifications
3Customer
subscribed to campaign
4Customer
receives SMS notification
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Implementing SMS with Adobe Campaign
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14SMS Marketing and Adobe Campaign
Adobe Campaign
Configured out of the box to integrate with:
• Generic SMPP• NetSize (SMPP)• Sybase (SMPP)• mBox (SMPP)• Tele2 (SMPP)• O2 (SMPP)
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15SMS Marketing and Adobe Campaign
REST vs SMPP
SMPP (Short Message Peer-to-Peer) REST (Representational State Transfer)
Better suited for very high volumes Better suited for conversational communication
Requires middleman aggregator No aggregator needed
High latency for inbound messages Very fast response time to inbound messages
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Connecting Adobe Campaign with Twilio
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17SMS Marketing and Adobe Campaign
Client Spectrum SMS Connector
• Client Spectrum SMS Connector is an integration between Adobe Campaign and the Twilio API.
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18SMS Marketing and Adobe Campaign
Client Spectrum SMS Connector
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SMS Channel for Adobe Campaign
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20SMS Marketing and Adobe Campaign
The SMS Campaign
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SMS Marketing at Taylor GuitarsPresented by: Cameron Walt
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22SMS Marketing and Adobe Campaign
Cameron Walt• Digital CRM Manager at Taylor Guitars
• Managed Taylor’s Adobe Campaign integration.
• Responsible for customer acquisition and multichannel marketing campaigns.
• Focused on increasing digital presence without losing Taylor’s face-to-face branding experiences.
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23SMS Marketing and Adobe Campaign
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24SMS Marketing and Adobe Campaign
Model: 814ce
ARV: $3,500Time on hook: 3-6 months
Model: PS16ce
ARV: $7,999Time on hook: 6-12 months
Model: GSMini-e RW
ARV: $599Time on hook: 2-4 weeks
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25SMS Marketing and Adobe Campaign
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26SMS Marketing and Adobe Campaign
The Average Taylor Guitar Buyer:
• Purchases 1 guitar every 4 years
• Spends 1 week to 2 months on research
• Makes 6 store visits before purchasing
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27SMS Marketing and Adobe Campaign
Guitar Buyer research consists of:
• Retailer’s Website (GuitarCenter.com, Sweetwater.com)
• Taylorguitars.com• Taylor Guitars’ Social Media pages• YouTube search
Online
• Visit local music store • Guitar magazines (GuitarWorld, Premier Guitar,
Wood&Steel)• Word of mouth/Friends• Taylor sponsored events (Taylor Road Shows, Find
Your Fit events)
Offline
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28SMS Marketing and Adobe Campaign
Goal at Taylor Guitars:
To “own the last 5-feet” of the purchase funnel
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29SMS Marketing and Adobe Campaign
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30SMS Marketing and Adobe Campaign
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31SMS Marketing and Adobe Campaign
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33SMS Marketing and Adobe Campaign
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34SMS Marketing and Adobe Campaign
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35SMS Marketing and Adobe Campaign
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36SMS Marketing and Adobe Campaign
1. On-demand product info for Consumers
2. Added support for Store Staff
3. Minimal maintenance for the Taylor marketing team
Achievements:
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37SMS Marketing and Adobe Campaign
Status:
• Currently in rollout phase hoping to get adoption at 150 dealers in USA
• Dealer staff training and consumer social push planned for next week
• Just beginning to get interactions (20-40 per day)
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38SMS Marketing and Adobe Campaign
TIP: Choose your Short Code wisely
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39SMS Marketing and Adobe Campaign
Future for SMS
• On-demand product info in Canada and Europe (currently US only)
• Email acquisition through on-demand buyer’s guides and other gated content links
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Thank You! Questions?
Upcoming Event | Adobe Summit in Las Vegas [March 19th – 23rd]
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41SMS Marketing and Adobe Campaign
Additional Questions• We will be providing a follow-up email
• We will be making a recording available
• Join us at the Adobe Summit next week! (March 19th to 23rd)
• Cameron’s presentation at Adobe Summit:
Tuesday, Mar 21, @4:00 PM (Toscana 3610)
S4444 - The Perfect Riff: Taylor Guitars Harmonizes Digital And Retail Experiences
• For additional questions, email us at:[email protected]