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How Smart Brands Use Digital Marketing to Acquire, Engage
and Retain Customers
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Joel BookPrincipal, Marketing InsightsSalesforce Marketing Cloud
@JoelBook
Welcome!
www.linkedin.com/in/joelbook/
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Source: Gartner - Digital Marketing Spending report (2014)
In 2014, Digital Marketing spending averaged one-quarter of the marketing budget.
Source: Accenture Interactive – CMO Insights (2014)
By 2019, CMOs predict Digital Marketing will account for 75% of the marketing budget.
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The Connected Consumer
More Informed.
More Empowered.
More Demanding.
of consumers know what product they want to buy before ever entering a store. Bazaarvoice: "Social Trends Report” (2013)
of the B2B purchase decision-making process is complete . . .
Source: The Digital Evolution in B2B Marketing - CEB and Google (2013)
before the buyer contacts a supplier.
of US consumers research online before buying.Source: UPS, comScore, & The e-tailing Group
“Pulse of the Online Shopper" 2014
of shoppers want self-service access to digital content.Source: Cisco Internet Business Solutions
Catch and Keep Digital Shoppers 2013
Scotts’ website provides access to: • Product Use Details• Ratings & Reviews• Q&A
of consumers trust the opinions and reviews posted online by other consumers.Source: Nielsen: “Global Trust in
Advertising and Brand Messages”
September 2013
In 2014, Smartphones and Tablets surpassed Desktop and Laptop PCs as the leading devices
consumers use for product research.
Source: Nielsen - "Mobile Path to Purchase: The New Shopper Mindset” June 2014
MOBILEThe Power Tool of the
Connected Consumer
Shopping
The average smartphone user has downloaded
.Source: Mashable.com
Source: Ipsos Observer
of US mobile device users prefer Mobile Push notifications for: Appointment Reminders
Transaction Confirmation
Special Offers
Order Updates
of all US email opens occur on a mobile device.
Source: Return Path, 2015
of US consumers are email subscribers.Source: Salesforce Marketing Cloud
prefer email for promotional communications.
prefer email for service communications. Source: Salesforce Marketing Cloud
of consumers rely on social networks to guide their purchase decision.Source: SproutSocial, 2014
“Serving” has become the new “Selling”
50% of Consumers Prefer Social Media to the Telephone for Customer Service
Source: Amdocs (2014)
“Serving” has become the new “Selling”
72% of customers who post a complaint on Twitter expect a response within one hour
Source: Lithium Technologies (2014)
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Understand the customer’s needs and
interests and use this insight to
continuously deliver personalized content
that aids the customer’s purchase decision,
provides timely service and results in a
great customer experience.
The Customer Experience Mandate
Data is the“Digital Fuel”
for Delivering a Personalized
Customer Experience
Explicit Data (Reported) + Implicit Data (Observed)
1Channels Applications
Email Email Marketing
Retail Store
Website
Print Advertising
Social Media
Dealer/Agent
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Service
Warranty
Demographic Email Address
Physical Address
Gender
Age
Product Needs & Interests
Customer Profile
Psychographic
Behavioral
Buyer Persona
Brand Affinity Persona
Social Media Persona
Media/Messaging Opt-in
Purchase Transactions
Service Claims / Cases
Event Attendance
Campaign Response
NPV; CLTV
Response to
Facebook Ad
(Facebook Custom
Audience)
Email Signup
via Brand
Website
Welcome Email /
Request for
Needs & Interests
Site Browsing &
Guided Exposure
to Content
Email 1
Triggering
Mobile App
Download
Email 2 & Invitation
for Mobile Push
Sign up
Progressive Profiling Enables Brands to Learn about the Customer’s Interests and Predict what Offers, Information and Service are Relevant and Timely
Pro
gre
ss
ive
Pro
fili
ng
Twitter:
@MelissaSmith01
Melissa Smith
Postal Address
Email:
Preferred Retailer
Birth year
Mobile Phone Number
Personal Profile Data
Browsing Behavior
Product Interests
Promotion Participation
Mobile App Downloaded
Product Purchase History
Requested Push Notifications
Customer Service History
When customer data is used to predict and deliver personalized offers and service, Conversion Rates increase 6 – 9%!
Personalized Content Drives Higher Conversion
Source: 2014 Salesforce Marketing Cloud -
Predictive Intelligence Benchmark ReportEmail
Mobile
Online
Consumers are
with Brands through
2
The Customer Experience Life Cycle
Business Getting Business Keeping
Brands Must Deliver Relevant Content at
Every Life Cycle Stage and through Every 1:1 Channel
“Our goal is to present the customer with content that is relevant, not invasive.”
Automated emails deliver helpful content based on the customer's interests and preferences
Incorporates in-store purchase data with online browsing data to predict and deliver product
recommendations
Direct conversion from customers who engage with predictive content is significantly higher.
Room & Board Helps Customers Complete the Room with help from the Salesforce Marketing Cloud
Kimberly Ruthenbeck, Director of Web Customer Experience
First Midwest Bank uses email to deliver relevant offers, information and service tailored to the customer’s needs, geographic location, and banking history.
Since implementing this strategy in 2012, the bank has racked up impressive results, including:
• 80% savings in direct marketing spend
• 600% increase in product offer conversion
“We create a seamless experience when a customer’s online behavior is reflected in their personalized messaging. That’s pretty powerful.”
Wanted to drive more revenue from email channel
Tracks customer purchases, preferences, site searches and abandoned cart transactions
Uses Predictive Intelligence to personalize product recommendations to each individual
Increased click-through rates by 25-35%; Increased sales conversion rates by 15-25%
The Journey from High Fashion to High Tech
Dasha Gastol, Digital Marketing Manager, Diesel
Source: Retail Systems Research
of consumers buy more from retailers who personalizeacross channels!
Awareness Evaluation Purchase Usage RePurchase Advocacy
Brands Must Optimize the Customer’s Journeys from Product Purchase through Product Use
3
New Customer Onboarding
Customer Service & Support
Product Purchase
Product Research & Evaluation
Remarketing & Cross-Selling
Customer Journeys Span All Stages of the
Customer Life Cycle
Repurchase & Renewal
Optimizing Customer Journeys Improves Revenue, Referral & Retention
Customer
satisfaction
Revenue
growth
Willingness to
recommend
Less likely to
cancel/churn
*Transforming Customer Experience: From Moments to Journeys, 2013
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introduce a
demo, video,
Q&A, etc.
And you’re no longer competing with just your peers.
You’re Competing with Brands that also Deliver a Personalized Customer Experience
Plans every step for driver and riderKnows you better than you know yourself
Keys toSuccessful
Digital Marketing
Personalize the Experience
Acquire and apply customer data to predict and deliver offers, invitations, and service communications that are relevant, timely and helpful.
Audience Development
Capitalize on every opportunity to grow your audience of email subscribers, mobile app users, & mobile alert opt ins. Control your own destiny!
Mobile Optimization
Use responsive design to optimize email communications, websites and landing pages for user-friendly navigation, readability and response on mobile devices.
Social Media Marketing
Use Social Listening and Direct Response Advertising (i.e. Facebook Custom Audiences, Twitter Lead Cards) to generate leads and acquire new email subscribers.
Journey Management
Define and automate 1:1 journeys for each critical stage of the customer life cycle from product evaluation and purchase through product usage and repeat purchase.
Joel BookPrincipal, Marketing Insights
Salesforce Marketing Cloud
@JoelBook
Thanks!
www.linkedin.com/in/joelbook/
