Marketing Technology Trends Disrupting Consumer Behavior
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Updated deck on marketing technology trends. This is the travel and hospitality edition. Presentation was given at the DMAI Technology & Finance Conference in Miami, FL on October 22, 2014.
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Marketing Technology Trends Disrupting Consumer Behavior
- 2. We’re the marketing tech behind the brands you know… Retail/CPG Travel & Hospitality Communications & Media Internet & eCommerce Technology Financial Services & Insurance ™
- 3. What do I do? I am a marketer. I’ve written 3 books. Director, Global Content Salesforce Marketing Cloud @kyleplacy
- 5. Click the center icon >>>>> and browse for the image you want to insert. IF IMAGE INSERTS IN FRONT OF FOOTER, Right click on the image and Select Arrange/Send to Back
- 6. What’s Now?
- 14. one. Moments Matter @kyleplacy
- 16. @kyleplacy
- 17. two. Connected Consumer @kyleplacy
- 18. Mobile Penetration Rate (Total Population) 70 60 50 40 30 20 10 0 64.6 52.2 56.4 46.9 32.7 33.1 24.7 19.6 62.2 50.9 56.4 43.5 Australia Canada China Japan UK USA @kyleplacy
- 19. Smartphone massive growth potential with only 30% of total market. Mary Meeker’s 2014 Internet Trends Report @kyleplacy
- 21. 91% of mobile consumers indicated that access to content across all devices was important. Salesforce Marketing Cloud Mobile Behavior Report @kyleplacy
- 22. The connected consumer is constant. @kyleplacy
- 23. @kyleplacy
- 24. 83% of US consumers research products while in-store on their mobile phone. Google’s Our Mobile Planet Report @kyleplacy
- 26. three. The Amazon Effect/Affect @kyleplacy
- 27. three. The Amazon Effect/Affect @kyleplacy eCommerce
- 28. @kyleplacy
- 29. @kyleplacy
- 37. four. @kyleplacy Content Personalization
- 38. 69% of email consumers unsubscribe because brands send too many emails. @kyleplacy
- 39. The Approach to Personalized Content •Guided Selling •Predictive Intelligence @kyleplacy
- 49. 1,500,000 personalized interactions have been sent from our platform since the beginning of this preso @kyleplacy
- 50. It is about moving from push to personalized.
- 51. @kyleplacy
- 52. @kyleplacy
- 53. @kyleplacy
- 54. @kyleplacy
- 55. five. @kyleplacy Collaborative Economy
- 56. An economic model where creation, ownership and access are shared between people and corporations.
- 58. @kyleplacy
- 62. @kyleplacy
- 64. “All told, they found that for every 1 percent increase in the number of Airbnb bookings, there is a .05 percent decrease in hotel revenue” Study by Boston University @kyleplacy
- 65. Source: Airbnb 2013 annual report Airbnb Bookings 2009-2013 @kyleplacy
- 71. How do we make one department’s outputs another department’s inputs? @kyleplacy
- 72. Percent of Marketers Rating Cross-Functional Relationships as Absolutely Critical/Very Important Head of Sales 86% CEO Head of Product COO CIO CFO 78% 70% 67% 56% 37%
- 73. six. Humanizing Automation @kyleplacy
- 74. We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer @kyleplacy
- 75. Meet Kyle He’s the owner of a growing small business in Boston. As a father of 4 kids he’s very cost conscious and drives or takes the train to most locations. While a subscriber of T & H Client’s brandX and brandY emails, he’s not a loyalty member.
- 76. An Upcoming Trip Kyle has an upcoming trip in two weeks to conference in Texas. He starts searching on brandX.com for a hotel.
- 78. Promo Email Kyle receives a promo email from brandX with special rates for the month. The top three are close to his upcoming trip in Texas so he clicks through and books. Email Kyle, Check Out This Month’s Top Rates From Portland to Portland we’ve got you covered. From $84.15 Dallas, TX Love Field Get the most out of your next Dallas business trip and book a room at our brandX by T & H Client Dallas Love Field hotel.…Read more Book Now From $101.15 Irving, TX Las Colinas brandX by T & H Client Dallas/Las Colinas hotel, near Dallas Fort Worth International Airport. Located off Route 114…Read more Book Now From $101.99 Richardson, TX Richardson Nestled in the heart of the Corridor north of downtown TX, the brandX by T & H Richardson/Dallas…Read Book Now
- 79. Confirmation Email Kyle receives his confirmation email which invites him to enroll in T & H Client Rewards. Email Welcome! Your brandX by T & H Client Confirmation is below. Name T & H Client Rewards Confirmation Number Arrival Date Departure Date Check-In Time Check-Out Time brandX Love Field 650 N. Stemmons Freeway, I-35E Exit 434A Empire Central, Dallas, TX 75247 US Kyle Thompson Enroll Now 74589AH67DH 1/24/14 1/26/14 3:00 PM 11:00 AM
- 80. Welcome Series Upon signing up for T & H Client Rewards Kyle receives a series of 3 emails from the Welcome drip campaign which aims to: – Thank – Educate about the program – Incentivize to complete his profile Email Total Points; 0 Welcome To T & H Client Rewards Free Bonus Points! Tell us more about yourself and receive bonus points towards your next free stay. Complete Your Profile
- 82. Browse Retarget Email Kyle receives a browse retarget email that evening which reminds him of the free breakfast and wifi available at brand Y. As a result he books his stay. Email Your Parsippany Stay Awaits Get a free, hot breakfast and WiFi at brandY brandY Parsippany 949 Route 46, Parsippany, NJ 07054 US A warm bed, hot breakfast, and free WiFi come standard when you stay at brandY. Book Now
- 84. Gets a notification… After checking-in he gets a push message with a $5 off coupon.
- 85. Gets a notification… Before retiring for the evening Kyle receives a Push Notification reminding him of the free breakfast in the morning.
- 86. Gets a notification… After he leaves for his presentation in the morning he receives a Push Notification asking if he’d like to receive an email copy of his stay receipt.
- 87. Email Receipt After his stay Kyle receives an e-Receipt with a partner offer to sign up for the T & H Client Rewards Visa. Inbox (1) E-Receipt Your Recent Stay e-Receipt brandY 949 U.S. 46, Parsippany, NJ 07054 Room Arrival Date Departure Date Adult/Child Room Rate Rate Plan T & H Client Rewards # 213 1/27/14 1/28/14 1/0 $59.00 LW-T 675930992 Stay Total $65.24 EARN POINTS TOWARDS FREE NIGHTS WITH T & H Client REWARDS VISA
- 88. Email Newsletter Fast-forward 3 months Kyle receives his monthly rewards newsletter and there is a promotion for a trip finder. He has traveled a lot and accumulated a lot of points and is ready for a last minute vacation with the family. Email Total Points; 42,000 T & H Client Rewards Newsletter How will you use your rewards? Want to find the perfect getaway? Try our all new TRIP FINDER Start Now
- 89. Trip Finder Kyle answers a series of questions which helps the ExactTarget Customer Intelligence engine determine the best trip for him. Web Browser Mon 3.31 PM T & H Clientrewards.com/tripfinder Find Your Perfect Trip How will you arrive at your destination? o Drive o Fly Back Next
- 90. Trip Finder After he submits his answers T & H Client displays the results. Web Browser Mon 3.31 PM T & H Clientrewards.com/tripfinder Your Perfect Trip Results T & H Client Grand Resort - Walt Disney World Orland, FL Located in the heart of Orlando, Florida, enjoy sophisticated charm and Mediterranean-inspired comfort minutes from the area’s top theme parks, golf courses and attractions. T & H Client Grand Orlando Resort is surrounded by 500-acres of the stunning woodlands of Bonnet Creek. Book Now
- 91. On Vacation… On day two at the pool he posts a picture of the family enjoying the vacation. He then receives a response from T & H Client with an offer for free ice cream for the kids during his stay Facebook Kyle Thompson 5 minutes ago T & H Client Hotel Group 2 minutes ago Glad you’re enjoying your stay. Bring this to the concession stand for free ice cream for the kiddos!
- 92. The last trend... @kyleplacy
- 93. You are not technology professionals @kyleplacy / #LDA2014
- 94. You are not directors of finance. @kyleplacy
- 95. Or the CTO. CMO. CIO. CFO. COO. @kyleplacy
- 96. or the CEO @kyleplacy
- 97. You are experience makers & managers. @kyleplacy
- 98. Experience is the only thing that makes you relevant... It starts with data/technology and ends with the customer.
- 99. Six Trends Disrupting Consumer Behavior 1. Moments Matter – every touch point and every connection is an opportunity to deliver a seamless brand experience to delight your customers 2. Connected Consumer – every business is a mobile business. 3. The Amazon / eCommerce Effect –Amazon and Alibaba have the ability to disrupt any industry and quickly 4. Content Personalization –massive lift in all success metrics with the use of personalized content 5. Collaborative Economy – people have the ability to bypass inefficient companies by building processes and economies using technology 6. Humanizing Automation – build messaging strategy around the individual @kyleplacy
Notes de l'éditeur
- Talk Track Our mission is to inspire organizations to drive phenomenal business results with digital marketing technology that spans the entire customer journey. Our customers range from business-to-business and non-profits, to some of the largest business-to-consumer companies in the world—like Bank of America, Nike, Unilever, and The Gap. These leading brands, big and small, know that it’s more important than ever to develop real relationships with their customers – and the results prove it.
- Last mile project – how do you innovate around the delivery point.
- Last mile project – how do you innovate around the delivery point.
- Last mile project – how do you innovate around the delivery point.
- Last mile project – how do you innovate around the delivery point.
- Last mile project – how do you innovate around the delivery point.
- Last mile project – how do you innovate around the delivery point.
- Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach. Has a presence in nearly every country on earth Median price of a hotel vs cost of an Airbnb apartment
- Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
- Google and Waze have already started to share data (May 2014), in addition, Google is rolling out retail delivery with Shopping Express, and also has self-driving cars. Uber enables P2P transportation –largest investor is Google $258m
- Apps can pass a destination address to the Uber app, display pickup times, provide fare estimates, access trip history and more.
- Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach. Has a presence in nearly every country on earth Median price of a hotel vs cost of an Airbnb apartment
- Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach. Has a presence in nearly every country on earth Median price of a hotel vs cost of an Airbnb apartment
- Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
- So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
- Small business owner and frequent traveler growing business that has expanded regionally and he will have to start to travel to fuel growth in the northeast region - very cost conscious - drives/takes train to most locations - opted into brand X and brand Y email program – not rewards - has 8 stays in the past three months with brandX, brandY and Days Inn in the throughout the NE – each 1-2 nights
- Has an upcoming trip in two weeks to conference in Texas – starts searching on brandX.com for a hotel
- <<Show snapshot of contacts model with browse behavior>>
- Receives a promo email from brandX – with special rates for the month, the top three are close to his upcoming trip in Texas - clicks through and books <<Desktop>>
- Receives his confirmation email which invites him to enroll in Rewards
- 3x Welcome/Onboarding series to T & H Client Rewards Thank you, education about program (how to add previous stays), incentive to complete profile (get bonus rewards points) Shows he mostly books for business, looking for best value and business amenities (wifi) Show snapshot of contacts model now that profile center has been completed (explicit data)
- Show snapshot of contacts model now that profile center has been completed (explicit data)
- Jump ahead a few months… Browse Retarget Has upcoming meeting in Parsippany, browses brandY in area He doesn’t purchase without doing more research, so he plans on searching tonight at other hotels He abandons his search Receives browse retarget email that evening which reminds him of the free breakfast and wifi available at brandY, he purchases
- Jump back to the contacts model to show how contact has updated with implicit (browse/purchases/past stays) data
- Checks-in he downloads the new T & H Client hotel app and opts in for alerts during this stay After check in he gets a push message for free drink Meets up with colleagues to review presentation Gets another push message with reminder with the free breakfast hours As he leaves in the AM for his presentation, he gets a Push asking to confirm a email copy of his receipt
- Email receipt from stay Business traveler and easier to keep record of Include Partner offers—T & H Client rewards visa card Contacts model With this stay he hits Gold status and receives an email congratulating him and reminding him of his perks Thank him for his loyalty Makes connection to leisure travel use rewards points Highlight his activity
- Fast forward 3 months he receives his monthly rewards newsletter and there is a promotional for a trip finder. He has traveled a lot and accumulated a lot of points and is ready for a last minute vacation with the family.
- Goes to guided trip planner Business vs leisure Type of destination (beach, nature, city, amusement parks, etc) Price range How to pay for his trip Points v Cash (since he is logged in it takes into account his points and shows him how many he has) Driving or flying Helps him pick the perfect location and hotel from across T & H Client hotels that will meet the needs of his family and stay within his budget by using his points
- Kyle is going to Disney with his family – T & H Client Grand Resort Two days prior he receives pre-trip email and it contains a suite upgrade – he clicks through and accepts – next best offer
- On day two at the pool he posts a picture of the family enjoying the vacation -> he then receives a response from T & H Client with an offer for free ice cream for the kids during his stay Kyle then receives a email thanking him for bringing his family to their resort and ask him to rate and review the trip. After a great trip, with great service he goes online and provides a stellar rating.