Download - Move From Campaigns to Customers
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Move from campaigns to customers: marketing to today’s digitally savvy consumer
Sandy Martin Sr. Strategy Consultant,
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Welcome to the next era of marketing.
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Strong individual relationships…
But no scale.
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Great scale…
But at the expense of the relationship
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How do we deliver amazing individual experiences, only
at massive scale?
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Deliver individualized experiences: Build lasting relationships:
Sources: Responsys consumer survey, 2013 Adobe Digital Index, 2012
Those who individualize experiences & build relationships are rewarded.
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“Retailers spend almost 80% of their interactive marketing budgets on mass acquisition vehicles.”
Campaign dictates the message.
Campaign dictates the channel.
Campaign dictates the timing.
Campaign dictates the audience.
But marketing today is still driven by the campaign, not the individual consumer.
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3% Converted
$The Mass Market
TheTransaction
Back to the start for re-conversion.
97% Ignored…or Annoyed
Old Mindset: How do I maximize campaign conversion?
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The consumer has moved on.
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Marketers get stuck in a “Campaign Crisis”
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It’s time to flip the model.
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Mass Market
$
Transaction
Build profiles & capture
permissionsIndividually targeted
messagesdeliver
3x Higher Conversion
Relationship
New Mindset: How do I deliver amazing individual experiences?
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$
TransactionRelationship
Orchestratedexperiences deliver5x higher conversion
Mass Market
New Approach:Focus on the individual relationship.
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It Starts With a Customer Journey.
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Your marketing strategy needs to align with consumer behavior.
21
Know me. Consumers expect you to know them across all digital channels
Engage me. Consumers demand a relevant, engaging consumer experience
Lead me. Consumers want you to anticipate future needs to maintain engagement and loyalty
Today’s consumers are cross-channel
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Low
High
In-store Purchase, Opt-in
Mobile Message
Social Share
Cross-Sell Message
Targeted Cross-Channel Messages
May 3, 2023 22
Cust
omer
Val
ue
Customer Activity
Customer PurchaseCustomer Activity
CUSTOMER JOURNEYUsing Marketing to Move From Low to High Value
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24
?
?
?
Customer Activity
Cust
omer
Val
ue
Customer PurchaseCustomer Activity
CUSTOMER JOURNEYWhat Happens When Customers Leave the Optimal Path?
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Anal
ytic
s Co
mpl
exit
y
Traditional Reporting / Insights (campaign focus).
Enterprise Analytics(CRM focus)
Actionable Analytics(results focus)
Benefit:Enterprise level customer insights
Challenges: Complexity of analysis often makes it difficult to act on Often difficult to get analytics team to focus on digital mediaInsights and recommendations are made independent of technology / execution
Benefit: Channel specific insights
Challenge: informative but not deep enough to drive change
Benefit: Customer-led analytics, focused on “actionability”
Opportunity: Leverages all the customer data that mattersInsights and recommendations integrated with technology
USE ANALYTICS:Actionable analytics drive results
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Measurement Segmentation
Lifecycle Optimization
• Campaign• Channel ROI• Attribution
• Activity• Behavioral / Value• Attitudinal
• Velocity• Cross-channel• Loyalty
• Predictive• Next Action• Test & Learn
Marketing ROI Targeting
Marketing ROI Proactive
ANALYTICS FRAMEWORK:Core Building Blocks
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Activity
Behavioral
Attitudinal
• Engagement by Channel• Recency• Frequency
• Past Purchase• Content Consumed• Customer Value
• Psychographic• Customer Modeling• Brand Integration
• Drives channel preference• Foundational layer for additional
segmentation attributes
• Drives message content• Refines customer targeting, offer
optimization
• Drives audience profiling• Integrates brand and direct to consumer
1
2
3
+
Customer Segmentation Approach
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This is individualization, automation and orchestration in action!
ENGAGE ME:Integrated Lifecycle Display Program
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Know me: Put customers first by turning consumer data into actionable marketing asset.
Engage me: Go from campaigns to customers by matching message & channel.
Lead me: Drive ongoing results with customer-led models and insights.
Customer Segments NSM Programs
Content Channel
ROI Attribution Predictive
Integrate & analyze customer data
Build action-oriented segments
Develop scalable lifecycle programs
Target content by customer segment
Select best channel based on consumer engagement
dynamic
static
0102030405060708090100
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Dormant Lapsed Loyalists Actives
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hase
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pens
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% o
f Em
ail S
ubsc
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Email Purchase Propensity
$0.00$0.02$0.04$0.06$0.08$0.10$0.12$0.14$0.16$0.18$0.20
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Revenue Trends
Delivered (thousands) Revenue (Hundreds) RPE Email Mobile Social Display Search
Channel Attribution
1
2
3
Determine marketing ROI and customer value
Adjust marketing spend with smart attribution
Move to proactive marketing programs
displaysocial
emailweb
mobile
Putting It Together: Driving Scalable Customer-Led Marketing
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Behavior segments drive smarter content, relevant messaging
Leverage past behavior to predict future behavior, proactive messaging
Mar
keti
ng
ROI
Segmented message ROI
Predictive message ROI
ProactiveReactive
Moving From Reactive to Proactive Marketing
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“Our approach is to give customers a chance to understand our brand and find the path they are interested in. Then we target messaging based on what they love.”
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Build Profiles &
Permission
Start by capturing permission and building profiles across email, social, and the web.
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DeliverIndividual
izedMessages
Deliver personalized interactions with dynamic content, targeted to each individual.
Build Profiles &
Permission
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OrchestrateLifecycle
Interactions
Orchestrate interactions based on profiles and behavior throughout the customer lifecycle.
Build Profiles &
Permission
DeliverIndividual
izedMessages
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Apply the same customer centric approach across multiple channels, like email and display.
emai
l
disp
lay
CommunicateAcross
Channels
Build Profiles &
Permission
DeliverIndividualized
Messages
OrchestrateLifecycle
Interactions
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with Chris NickelSenior Manager, CRM & Direct Response Marketing, Epson
Q&A
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1. Drive Revenue– Leverage the low cost interactive marketing channels to drive significant revenue with a high ROI
2. Deepen Customer Engagement– Utilize various data sources to ensure relevant and timely communication
3. Improve Efficiency– Quickly set up top performing programs/campaigns by integrating with technology
4. Cross-channel Coordination– Integrate your marketing communications across multiple channels based on
customer preference and behavior
It All Comes Down to Four Objectives…
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Thank You.
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Sandy MartinSr. Strategy Consultant, [email protected] @sandylmartinResponsys, Inc.