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Think Global, Target Local:The Micro World of Marketing

Brought to you by In association with

James Lawson Consultant Editor marketingfinder.co.uk

Alex SimonsonVP, Campaign Management & Analytics SDL

David SchweerSr. Product Marketing Manager SDL

Today’s SpeakersThink Global, Target Local: The Micro World of Marketing

Follow the conversation on twitter #MicroMarketing

Interact With UsThink Global, Target Local: The Micro World of Marketing

SDL Proprietary and Confidential

Think Global, Target Local

The Micro World of Marketing

David Schweer

Alex

Simonson

7/29/2015

2

Poweringmarketingcampaigns for 400+ global brands

2700Employees Worldwide

Founded in 1992

72 out of the top 100 global brands work with SDL

Publicly traded company (LSE:SDL)

$430M

Leading Global CXM Capabilities• Analytics

• Social

• Campaigns

• eCommerce

• Language

• Web

• Documentation

Driving $14B inonline revenueannually with our ecommerce technology

Leader in WebContentManagement for Customer Experience

Enabling companies tocommunicate with customers in 100+countries

7 BILLIONwords translated everymonth

annualrevenue

70offices

38countries

1500enterprise customers

3

Optimizing CXM for the world’s top brands

eCommerceAnalytics

Campaigns

Web

Social Documentation & Language

There are over 7 billion people in the world

This could be any summer crowd in London…

Speak Chinese

Speak Spanish

US English

French

Russian

Chinese:7 men want shirts3 women want T shirts3 men want trousers 2 women want jeans2 men want shoes

Spanish:1 woman wants jeans 3 men want shoes

English:5 men want shirts3 women want jeans 1 woman wants new shoes

French:2 women want T shirts 1 man wants trousers

Russian:2 women want T shirts 2 men want trousers5 men want newshoes

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Traditional Way of Looking at Segments

Men’s Trousers

Women’s Jeans

Men’s Shirts

Women’s T Shirts Men’s

ShoesWomen’s Shoes

1 2 3 4 5 6

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Typical Digital Marketing Benchmarks

○Email Open: ≈20%

○ Click-through rate: ≈5%

○ Web page bounce rates: ≈50%– For mobile websites, between 60-70%

Language

<30% of internet users speak English

If you don’t get this right, a consumer will not engage with you

Source: Internet World Stats

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If we add Language…ChineseEnglish

Russian Spanish

Men’s Trousers

Women’s Jeans

Men’s Shirts

Women’s T Shirts

Men’s Shoes

Women’s Shoes

French

1 2 3 4 5

6 7 8 9 10

11 12 13 14 15

16 17 18 19 20

21 22 23 24 25

26 27 28 29 30

…but do we really need all those segments?French

Men’s Pants

Women’s

Pants Men’s

ShirtsWomen’s Shirts

Men’s Shoes

Women’s Shoes

12

2

11

Chinese

English Russian

Spanish

1

3 4 5

6 7 8

9 10

12 13 14

15

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The Benefit of ‘Micro’

70% of consumers w ill pay more for a better experience

73% of consumers prefer to do business with those that use information they’ve provided to

5X SDL customers have experienced significantly improved marketing performance, sometimes up to 5 times

Quick Poll

Think Global, Target Local:The Micro World of Marketing

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Welcome to the world of micro

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Let’s talk definitions

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Micro-targeting

Microtargeting is a marketing strategy that uses consumer data and demographics to identify the interests of specific individuals or very small groups of like-minded individuals and influence their thoughtsor actions.

Images Source: Melissa Smith Spaces

Micro Segments

○ Micro segmentation is the practice of breaking large target audiences into smaller groups based on lifestyle, demographic, geographic and behavioral differencesin order to maximize the effectiveness of contact with each customer.

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Micro Segments

Micro segmentation is the action. Marketers break large target audiences into smaller groups based on numerous

factors in order to maximize the relevancy and value of contact with each customer.

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Micro Moments

A micro moment is a mobile moment that requires only a glance to identify and delivers quick informationthat you can either consume, or act on immediately

“Want to know moments. Want-to-go moments. Want-to-do moments.Want-to-buy moments. They’re all micro-moments and they’re the new battleground for brands”

- Google

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What would micro look like at your business?

More importantly, how do you get there?

Quick Poll

Think Global, Target Local:The Micro World of Marketing

Step 1: Get control of your data…by leaving it alone

Step 2: Enable your marketers to do their own analysis

Step 3: Integrate analytics with execution

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• Global• Hyper-relevant• Personal• Omnichannel• Contextual• Integrated• Seamless• Engaged

Experience

=

Your formula for Digital Experience success

Context

x• Device• Channel• Language• Location• Activity• Date/Time

Data• Customer Profile• Deposit &

Withdrawal History

• Demographic• Industry• Data from

financialtool inputs

• Social Media• Customer Support

Content• Offer Overview• Video• “How-to” Blogs• Product

Descriptions• Tactical

LandingPages

• Social Posts

• Financial Tools

A New Way to Think About Digital Marketing

Brought to you by In association with

James Lawson Consultant Editor marketingfinder.co.uk

Alex SimonsonVP, Campaign Management & Analytics SDL

David SchweerSr. Product Marketing Manager SDL

Your QuestionsThink Global, Target Local: The Micro World of Marketing

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Thank You

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Think Global, Target Local:The Micro World of Marketing