Technology Trends Transforming Communication- Louisville Digital Association Summit
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Presentation given in Louisville on October 16th. Marketing trends transforming the world.
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Technology Trends Transforming Communication- Louisville Digital Association Summit
- 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? Director Global Content & Research @kyleplacy / #LDA2014
- 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?
- 7. You are not email marketers. @kyleplacy / #LDA2014
- 8. You are not social marketers. @kyleplacy / #LDA2014
- 9. You are not event marketers. @kyleplacy / #LDA2014
- 10. You are not public relations. @kyleplacy / #LDA2014
- 11. You are not attention seekers. @kyleplacy / #LDA2014
- 12. …or even engagement slaves. @kyleplacy / #LDA2014
- 13. You are experience makers & managers. @kyleplacy / #LDA2014
- 14. @kyleplacy / #LDA2014 one. Moments Matter
- 23. two. Connected Consumer @kyleplacy / #LDA2014
- 24. 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 / #LDA2014
- 25. Smartphone massive growth potential with only 30% of total market. Mary Meeker’s 2014 Internet Trends Report @kyleplacy / #LDA2014
- 26. The connected consumer is constant. @kyleplacy / #LDA2014
- 28. 83% of US consumers research products while in-store on their mobile phone. Google’s Our Mobile Planet Report @kyleplacy / #LDA2014
- 30. three. The Amazon Effect/Affect @kyleplacy
- 31. three. The Amazon Effect/Affect @kyleplacy eCommerce
- 33. Many people think our main competition is Bing or Yahoo. But, really our biggest search competitor is Amazon. Eric Schmidt – Chairman, Google @kyleplacy / #LDA2014
- 35. via ben-evans.com @kyleplacy / #LDA2014
- 36. via ben-evans.com @kyleplacy / #LDA2014
- 37. via ben-evans.com @kyleplacy / #LDA2014
- 41. four. @kyleplacy / #LDA2014 Content Personalization
- 42. 69% of email consumers unsubscribe because brands send too many emails. @kyleplacy / #LDA2014
- 43. The Approach to Personalized Content •Guided Selling •Predictive Intelligence @kyleplacy / #LDA2014
- 53. 12-25% increase in sales if the transactional message includes personalized product recommendations. Salesforce Marketing Cloud @kyleplacy / #CMREvolve
- 54. 1,500,000 personalized interactions have been sent from our platform since the beginning of this preso
- 55. It is about moving from push to personalized.
- 59. five. @kyleplacy Collaborative Economy
- 60. An economic model where creation, ownership and access are shared between people and corporations.
- 70. “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 / #LDA2014
- 72. Source: Airbnb 2013 annual report Airbnb Bookings 2009-2013 @kyleplacy / #LDA2014
- 76. Phases of Internet Sharing
- 77. six. Social Intelligence @kyleplacy
- 79. Why would you ever want to put pictures of your family and friends on the Internet?? Kyle’s Mom, December 2003
- 83. Embed Social Media Across the Fabric of the Organization & Empower Subject Matter Experts… Marketing • Marketing Insights • Analysis • Engage • Marcom –Paid, Earned, Owned Sales • Sales Insights • Response • Proactive Lead Generation Customer Service • Support • Peer-2-Peer Self Help • Ranters & Ravers • NPS Innovation • Innovation Insights • Product Feedback • Competitor Insights Collaboration • Community Driven • UGC • Enterprise Sharing (Aligned w/ Chatter) It Starts with Actionable Social Listening
- 84. How do we make one department’s outputs another department’s inputs? @kyleplacy / #LDA2014
- 85. seven. Humanizing Automation @kyleplacy
- 86. We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer @kyleplacy / #LDA2014
- 87. Meet Susan 42 year-old, mother of three Outdoor enthusiast Planning Colorado hiking trip
- 88. Susan Starts Her Journey On Social Media
- 89. NTO Listens, Engages & Sends Susan to Their Website Listen for specific topics Engage with content & links Build personal relationships with customers ✔ ✔ ✔
- 90. NTO Delivers Engaging Experiences and Converts Susan to a Known Contact ✔ ✔ ✔ Track anonymous browsing behavior and make product recommendations Convert to a known contact with compelling offer Activate email relationship
- 91. NTO Drives Personalized Product Recommendations ✔ ✔ ✔ Offer highly personalized product & content recommendations Guide customers through the entire shopping experience Automate thank you & loyalty programs
- 92. Susan’s Profile and Behavior Triggers Personalized Content ✔ ✔ ✔ Trigger personalized emails Ensure emails look great on desktop & mobile Re-engage with personalized communications triggered from web experiences, like an abandoned shopping cart.
- 93. NTO Targets Ads to Susan on Facebook & Twitter ✔ ✔ ✔ Create highly relevant content to continue engagement Follow up with email subscribers who do not click or open emails Target customers with personalized paid ads based on preferences & history
- 94. NTO Sends Susan Location-Based Offers ✔ ✔ ✔ Drive mobile commerce, SMS, MMS and with in-app mobile alerts Trigger interactions exactly at the right place and right time Use templates to build campaigns quickly and easily
- 95. NTO Even Personalizes the In-Store Experience ✔ ✔ ✔ Know what your customers are interested in Recommend add-on and alternative products to items that are out of stock Inquire about past purchases to build loyalty
- 96. Sends Transactional Messages, Like Receipts and Shipping Alerts ✔ ✔ ✔ Cross-sell using customer data preferences & history Maintain brand integrity with beautifully designed transactional messages Deliver automatically at the right time using multiple data sources
- 97. It is no longer about getting attention... You should be focused solely on delivering a seamless customer experience from sale to retention. @kyleplacy / #LDA2014
- 98. Experience is the only thing that makes you relevant... it starts with data and ends with the experience. @kyleplacy / #LDA2014
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.
- Starting this week, Google will charge $10 a month, or $95 a year, for unlimited same-day or overnight delivery on orders over $15. Nonmembers will pay $4.99 an order, or $7.99 if the order costs less than $15. Until now, the deliveries had been free.
- 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.
- Talk track Meet Susan. She is a 42 year old, mother of three who loves running, hiking, gardening and camping. An outdoor enthusiast, Susan is planning a hiking trip to Colorado but she doesn’t have any good hiking boots.
- Talk track: Like many people, she turns to friends and family for advice and posts a message on Twitter or Facebook.
- Talk Track: Fortunately, Northern Trails Outfitters, an outdoor retail store that sells hiking boots, is using Radian6 to listen to conversations on social media. The marketing department is listening to mentions of their products, their competitors, and even mentions of things like tents, camping, and hiking boots. The marketers pick up Susan’s tweet and respond to her with a message that says “We would love to talk to you about hiking boots and hiking in general! Here is a link to a useful mobile app that will tell you where all the best hiking trails are in Colorado.”
- Talk Track: Susan is intrigued by the hiking mobile app and thinks it will be a great way to prepare for her summer trip. She goes to ntoutfitters.com and starts to search Colorado for hiking locations. She finds some cool hiking spots with the rating, distance, elevation, route type and reviews. She decides she would like to download the mobile app and provides her name, email and mobile number. Even better, she is impressed with the experience she has had so she signs up for the Northern Trails newsletter. This is a VERY important step because an anonymous user is now a known contact within the ExactTarget Marketing Cloud, and we can now continue to engage with her on her journey to find, try and eventually buy hiking boots.
- Talk Track: She doesn’t realize it, but the Northern Trail Web Site is now completely personalized for her. The site is making personalized product recommendations and even guides her through the entire buying process. Susan decides to purchase a specific high-performance hiking boot made for women who need extra support for high arches.
- Talk Track: Like everyone else, Susan gets busy and a few days go by before she thinks about buying hiking boots. One evening, she starts checking her email and sees she has a message from Northern Trail. Incidentally, her email looks great on both her mobile phone and the desktop. The marketers at Northern Trail can tell if she has opened it, clicked on links and responded to any offers. In this case, she gets distracted and doesn’t actually click through to their site.
- Talk Track: That evening, she is checking Facebook and relaxing. She notices an ad in her Facebook profile for the very hiking boots she tried on and loves! Because we have her email address, we are able to market to her on Facebook and continue the journey across multiple channels.
- Talk Track: The following Saturday, Susan is out shopping and receives a push notification. It tells her that she is near a Northern Trail Outfitter store and offers her a discount on hiking boots! She is reminded that she needs to get those boots and decides this is a great opportunity to stop by and try some on. Susan has a great experience at the retail store but doesn’t end up buying any boots. She picked out a pair she loves and she is debating whether or not she should spend that much on hiking boots.
- Talk Track: The journey doesn’t end there. Every day, more and more devices are connecting to the Internet. This means marketers can deliver messages directly to these devices and continue interacting with their customers whenever and wherever they are. This increases loyalty and repeat purchases by connecting the marketing, sales and service cycle. Here, in the client-telling app the sales associate can see that Susan was also looking at this jacket on the website so she offers it to Susan when she is in the store.
- Talk Track: Susan is thrilled. After her purchase, she receives an automated thank you email and an invitation to enroll in the company loyalty program. (Mobile SMS notifying the order has shipped?)