the marketing journey: transforming for success

The Marketing Journey: Transforming For Success

Jay Henderson General Manager, IBM Marketing Cloud @jay_henderson

#sendlikeaboss IBM Marketing Cloud

The danger and the opportunity

2

Bad marketing?


The danger and the opportunity

Marketing so good it feels like a service…

3


For marketing….email is….

The Workhorse The Gateway


Something new is happening with technology… As computing moves to the front office, we are serving new clients. They are looking for help to change the way they work and lead.

Police chiefs fight crime with data

Farmers track livestock through data

Doctors deliver personalized prescriptions

Marketers engage customers with personalized communications


IBM has spent billions buying, integrating, building marketing technology


Expectations for marketing have exploded

Customer

Show me you know me

Give me a consistent experience across channels

Provide me relevant content

Business

Acquire and grow customers

Drive revenue

Build brand loyalty

CMO

Use data to drive decisions

Be agile and innovative

Deliver results that grow the business faster


Technology has made more possible but not easier

I need my applications to talk to each other.

I can’t access a single view of customer data across channels.

It is too hard to offer relevant offers and content to my customers.

“ ” “ ”

”

Getting the right analytics to inform interactions in real time is difficult. ” “

“ It is too hard to provide a consistent experience

across channels. “ ” I can’t react to my customers in real time.

” “


5 trends that will drive marketing success

Trend #1: The Right Content Is Critical to Breaking Through the Clutter

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Campaigns per month

0 50 100 150 200 250 300 350 400 450 500


of consumers won’t even open an email if they think it’s not relevant to them

58% Source: Silverpop, “Are You a Best Friend Brand?” study


How do you get people to pay

more attention when everyone’s sending more?


• Digital marketing is still primarily used for generic push emails • Marketing is moving to delivering personalized, behavior-‐driven content that helps customers along their customer journey.

• Continuing to push discounts, free shipping and new products like they always have has the potential to reach a point of diminishing returns – if it hasn’t already.

• Add more value to the relationship by giving subscribers a compelling reason to open and interact with the emails you send


oops

Welcome!

Generic Welcome Email

First email … “jackets”


Welcome!

Onboarding Email(s)

•  Dynamic based on specific category items browsed

•  3-‐5 emails series •  Top sellers/recommendations •  Ends with “best offer”


Triggered Birthday Email


Triggered, automated messaged driven by a contact’s behaviors or demographics can run the gamut from “happy birthday” messages to browse abandonment reminders to product recommendation emails. One of the best ways to increase relevance is to shift from a calendar-‐driven approach to your communications to one in which each individual’s actions and attributes shape how you interact with them. Regardless of the trigger, they’re inherently relevant since they’re based on an

attribute or behavior specific to the recipient.


Birthday Email 2.0

Dynamic offer: •  Loyalty status •  LCV •  New customer •  Never purchased


Add a little “white space” to your messaging stream.

Trend #2: Marketing is on the move…and going Mobile

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over

30% of the holiday purchases come from

mobile devices

over

50% of emails are opened on

mobile devices

over 50% of holiday

shopping traffic comes from

mobile devices

Mobile continues its steady march to ubiquity….


Don’t forget, mobile is a device, not a single channel

Customer

Mobile Email e

Mobile Applica3ons

Mobile Websites Mobile Display & Search

DISPLAY

Mobile Messaging (SMS, Push No>fica>ons, Wallet/Passbook)


The email you imagine in your head

The mobile strategy you didn’t know you had: mobile email and mobile websites


Richest experience; links and images on by default.

Rich graphics; user may need to side-‐scroll to view full message.

Shows text part of HTML as well as URLs for links and images.

HTML supported, but images-‐off under default settings.

Blackberry Android iPhone Windows Mobile 6

Rendering will vary wildly across devices


Mobile is not all thumbs, fingers too

21.7% 9.13% 8.5% 3.7% 4.7%

24.6% 13.4% 18.0% 9.2% 12.3%

United Kingdom

United States

Australia France Germany

Percentage of Sales By Device/Platform Retail, November-December 2014


• separate tablet site • navigation is simple • buttons are huge • support for finger-‐swipe

Tablet optimisation could mean a different customer experience….


lines spaced appropriately for a touchscreen

Or tablet optimisation could mean small tweaks…..


Client success story -‐-‐ Bridgevine


Client success story -‐-‐ Bridgevine •  Bridgevine was challenged with prospective

customers not calling into the call center to schedule an installation appointment

•  Implemented an automated email and SMS campaign

•  If a prospect completes the form but doesn’t immediately schedule an appointment, the individual is automatically placed into an automated re-‐touch program



•  Automated SMS and email messages continue to be sent for up to three days, unless it becomes a conversion

•  If the prospect in the program calls to schedule an installation appointment, they are automatically removed from the automated program



•  The program has resulted in a 300 percent increase in conversions, with a call-‐back rate of 33 percent.

•  More than 30 percent of the prospects who provided their email addresses also opted in to the SMS program.

Trend #3: Marketing Must Evolve to Enable Cross-‐Channel Experiences

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of consumers today are using social, local and mobile technologies to do some combination of browsing, researching and buying products.

80%


How the customers behave

Customers and Prospects

Online

Email

Mobile

Call center

Social

Kiosk, ATM

Point of sale

Postal mail


Marketer

One person behind all the

channels, guiding the dialogue

and relationship

What the customer expects


Online

Email

Mobile

Call center

Social

Kiosk, ATM

Point of sale

Postal mail


What customer often experiences


Online

Email

Mobile

Call center

Social

Kiosk, ATM

Point of sale

Postal mail

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

Marketing


of companies rate their multichannel customer experience as “OK,” “Poor” or “Very Poor.”

73%


Post messages to brand social network pages (to coordinate with other channels like email)

41


Facilitate social advocacy through Share to Social buttons in email and webpages

42

Social sharing links embedded in email


…and more

New Media

Social Media

Social + Mobile

Website Email PPC

?

Warning! things change…especially emerging marketing channels


marketing is great about reserving

discretionary budget to try new things

Today’s situation


disconnect between funding with discretionary spend

strategically nurturing new channels

Today’s problem


shift efforts in emerging channels from

ad-‐hoc and one-‐off to a strategic and structured

process

Tomorrow’s solution

Trend #4: Marketers must strategically manage a portfolio of marketing technologies

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IBM has spent billions buying, integrating, building marketing technology


At the same time many small companies emerged, creating a polarized landscape


Creating a mess…

Customer Database

Files

Files

Files

Web Analytics Provider

Website Behavioral Targeting

Product & Content Recos

Customer Insight Tool

Predictive Analytics

Email Service Provider

Data

warehouse

Files

Marketing Finance Mgmt

Digital Asset Mgmt Call Center /

Inbound Decisioning

Marketing Operations

Management Lead

Management

SMS Marketing

Files

Local Marketing

Mobile Push Notifications

Mobile Marketing

Files

Files

Files

Social Marketing

App/Widget Creation

Campaign Management

Files

Contact Optimization

Transactions

Search Bid Management

SEO

Files

Marketing Mix Modeling


Using Pace Layering to frame technology investments

Furniture

Walls

Foundation

Ambiguous & Highly Flexible Built to Change

Modest Expectations

Understood Tightly Controlled High Integrity Built to Last


Using Pace Layering to frame technology investments

Systems of Innovation

Systems of Differentiation

Systems of Record

Ambiguous & Highly Flexible Built to Change

Modest Expectations

Understood Tightly Controlled High Integrity Built to Last


Five big implications for marketing technology…. 1.  Foundation of integrated capabilities… 2.  A modular solution with multiple entry points so you can buy

and adopt what you need and expand over time if you want

3.  An open solution, so you can integrate it with your existing infrastructure (which might include competitive solutions)

4.  …with an ecosystem of additional capabilities, out of the box integrations, and certified partners

5.  A platform with connective tissue and unifying constructs


54

Collaborating to design customer journeys across departments, channels, and execution tools


Audience syndication between a publisher and destination

Event syndication between publishers and destination

Point and click data connections in the hands of marketers

Trend #5: Marketers must cultivate the right culture

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Balance technical and creative talents

technical Creative

+

Mix together the art of marketing and the discipline of science…


Work with IT not around IT

Ownership and flexibility: §  IT really should own solu>on architecture, but…

–  IT needs to earn credibility with marke>ng (know the business needs)

–  IT needs to be sensi>ve to the need for significant change §  IT’s choice:

Be 100% standards-‐driven/inflexible and influence 50% of marke>ng technology

design

Be 20% flexible and influence 100% of

marke>ng technology design

OR


High performing marketers work better with IT

Overall, marketing and IT work well together.

Marketing and IT at high-performing companies,

however, work more effectively .

High Performers

51% 41% Lower Performers

Q. How well does marketing collaborate with IT?


Digital Marketers

Traditional Marketers

Break down the marketing silos (and create bridges)


…finally…

Accept mistakes and learn from them, be agile enough

to iterate and improve


Marketing so good…it feels like a service….

The Workhorse The Gateway

Jay Henderson [email protected] @jay_henderson