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Marketing in the Era of the Connected ConsumerUsing a Digital Technology Platform to Attract, Engage and Serve Customers SeamlesslyRupen ShahISV Alliances & Strategy, Salesforce Marketing [email protected]@rupen_shah1
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A Seismic Shift
is Occurring in Marketing!
Awareness Evaluation Purchase Usage RePurchase Advocacy
90% of the Customer Buying Journey
Now Crosses 5 Channels
Source: Google (2015)
62% of consumers know what product they plan to buy before ever entering a store. Bazaarvoice:"SocialTrendsReport”(2013)
57% of the B2B purchase decision-making process is complete . . .
Source:TheDigitalEvolutioninB2BMarketing-CEBandGoogle(2013)
before the buyer contacts a supplier.
What’s Happening
Here? And Why?
1
Consumers have become Expert
Researchers
82% of US consumers research online before buying.Source:UPS,comScore,&Thee-tailingGroup“PulseoftheOnlineShopper"2014
Source:Google–“ZeroMomentofTruth”,2012
The average consumer consults 10.2 sources of information before making a purchase. 1
0{In 2010, it was 5.3}
Brand websites are the second-most-trusted advertising format, behind recommendations from friends and family. Source:Nielsen–“GlobalTrustinAdvertising”(2015)
2
Today’s Consumer is
Mobile First and Connected 24/7
Smartphones are the leading mobile device used for product
research.
The Smartphone is the Most “Personal” Device For Consumers, it is the First Screen.
Source: Swrve Company, 2015
82% of smartphone users say they use search to find local businesses. Source:GoogleConsumerBarometerSurvey2014/2015
93% of people who use a mobile device for research go on to make a purchase. Source:Google/Nielsen,"MobilePathtoPurchase"study,November2013,UnitedStates
Source:IpsosObserver
78% of US mobile device users prefer Mobile Push notifications for: Appointment
Reminders Account
Transactions Special Offers Upcoming Sales Order Updates
66% of smartphone users turn to their smartphones
to learn more about something they saw in a TV commercial.
Source:Google(2015)
3
Social Media is Changing how
Consumers Learn
Social Media is Influencing Purchase Decisions57% of
consumers use social media networks for product recommendations.Source:Mintel,AmericanLifestyles(2015)
Social Media is Amplifying Voice of Customer
Social Media is Transforming Customer Service
50% of Consumers Prefer Social Media
to the Telephone for Customer Service
Source:Amdocs(2014)
Tactic:SocialListening(UsingSocialStudiofromSalesforceMarketingCloud)
The “Effortless” Customer Service Experience
Source: CEB Analysis 2013 – The Corporate Executive Board
4
Consumers View Email as a Hard-
Wired Connection
Email is #190% of US internet users are email subscribers.Source:eMarketer,February2015
69% of US adults have made purchases after receiving an offer via email.Source:MarketingSherpa,January2015
What Do These Trends
Mean for Brands?
1
Engage When the Consumer
Shows Interest or Intent
Customers Expect Relevant 1:1 Experiences at
Every Point of Engagement and InteractionConnectedCustomers
ConnectedBrands
Web Store CommunityEmailSocialMobileProductConnected
Experiences Stadium
Volvo CE Multi-Channel Marketing Strategy
Monthly Email Newsletter
Bi-Monthly Remarketing Email
Volvoce.comVolvo Construction Dealers
Trade Shows
Twitter Facebook YouTube
SEO+Social Drive Site Traffic
SEO
Social
Volvo CE Lead Management Workflow
Automated lead assignment
Salesforce Marketing Cloud integration with CRM system enables Volvo sales reps to track leads, manage opportunities
Lead report sent via Salesforce Marketing Cloud to Volvo sales rep
Personalized “Thank You” email sent via Salesforce Marketing Cloud to customer
Data Cleansin
gLead Scoring
Data Integration in CRM
Volvo Construction Equipment’s digital marketing solution helps dealers to sell $100 million dollars worth of new and used equipment each year.
2
Use Data to Deliver Content that is Relevant
and Helpful
Personalized Content Drives Higher Conversion
Mobile
Online
Personalization can deliver 5-8 times the ROI on marketing spend, and can increase sales by 10% or more.Source: McKinsey & Company (2015)
Data is the“Digital Fuel”
for Delivering a Relevant 1:1
Customer Experience Customer Insight is comprised of
Explicit (Reported) Data + Implicit (Observed) Data
Channels Applications
Email Email Marketing
Retail Store
Website
Print Advertising
Social Media
Dealer/Agent
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Service
Point of Sale
Demographic EmailAddress PhysicalAddress Gender Age ProductNeeds&Interests
Customer Insight
Psychographic
Behavioral
BuyerPersona BrandAffinityPersona SocialMediaPersona
Media/MessagingOpt-in PurchaseTransactions ServiceClaims/Cases EventAttendance CampaignResponse NPV;CLTV
Room & Board Delivers a Personalized Shopping Experience -- Online and Offline
Delivers personalized product recommendations via Email and the Room and Board website
Direct conversion from customers who engage with predictive content is 150% higher than the site average
Kimberly RuthenbeckDirector of Web Customer Experience
“Our goal is to present the customer with content that is relevant, not invasive.”
3
Automate Customer
Journeys to Deliver a Great
Experience
Awareness Evaluation Purchase Usage RePurchase Advocacy
Personalizing Customer Journeys Optimizes the Customer Experience
Optimizing Customer Journeys Improves Revenue, Referral &
Retention+36%+15% +28%+33%
Customersatisfaction
Revenuegrowth
Willingness torecommend
Less likely tocancel/churn
*Transforming Customer Experience: From Moments to Journeys, 2013
Digital Transformatio
n is in High Gear
Customer Experience will soon overtake
Price and Product as the Key Brand Differentiator.
The Experience Economy
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
1:1 Clienteling Automated Clienteling
MARKETING • Campaign & Audience Management • Consumer Journeys • Display Advertisement • Social Studio (Listen/Engage/Publish) • Analytics (Web and In App Mobile) • Predictive Intelligence & Personalisation • Production & Content Management
CONSUMER APPLICATION (Web and Mobile App) • eCommerce Integration • POS & IOT Integration • Consumer Engagement Apps • Pixel Perfect Design
Master Data • Consumer Master Data • Vendor Master Data • Product and Location
Sales • Consumer Orders
Consumer Service • Live & Video Chat • SOS Button
B2B & Employee Application (Web & Mobile) • Purchase Orders • Store Orders
Community • Vendor Community • Employee Community • Consumer Community
Loyalty Execution Instore ISIn
St
ore
Store Services Consumer ServicesProduct Ratings
Next Best Offer
Live Video Chat
Community
Employee Services,
Store Operations
SustainabilityClick & Collect
Mobile Payments
Pick-Up Orders
Return ServicesKiosk
Product Rentals Catalogue
Newsletter
Social Consumer ServicesProduct Information Social ServicesPOS Coupons
Tailored Promotions,
Product Placements
Benefits, Compensation,
Education
Product Recommendations
Consumer CareTelephony Social
Surveys Chat
Social Media Integration
SEO/SEM
Social Commerce
Content ManagementActive Audiences
Predictive Selling
Social Push
Social Advertisement
Lookalikes
Digital Channel Services
AdWord Management
Search
Merchandising
Online Shop Services
Assortment Planning
Promotion Planning
Forecasting
Surveys/Audit
Prediction Planning
In Store OperationsWorkforce Management
Employee Onboarding
Store Inventory Management
Scheduling
Store Analytics
Store Digitalization
Collaboration
Employee Apps
IoT ServicesAutomated Services
Automated Replenishments
Recognition
Gamifictation
HR & Employee ServicesRecruiting Onboarding Employee Helpdesk
Training Performance Management
Employee Motivation
Media Management
B2B Services
Vendor Onboarding
B2B2C eCommerce
Trade Promotions
Contract Management
Process Payments and Orders
Integration WebServices/REST API
ANALYTICS• Smart Data Services• Data Sciences
Batch API
Integration WebServices/REST API
REST API
Order Management ServicesOMS
Stock/Virtual Stock
PIM
Subscription Management
Product Catalogue
Mobile Coupons
Payment Options Wish list/Friends List
Return Management
One Click Shopping Geo Location
Mobile Push
SMS / MMS
Web Analytics
Diagnostics
Geo location/Beacon
One Touch Orders
Robot Clientelling
Cross-Sell Engine
Create and manage orders
Consumer Service Engagement
Partner Ecosystem/Integrated Operations
Promotions, Tailored
Coupons, Consumer,
Information, Mobile Push
Supply Chain ServicesB2B Integration - EDI
Tracking Services
Warehouse Management
SCM Insights/Dashboards
Logistics/Delivery
In-Store Tailored Promotions,Product Placements
Consumer Engagements
Recommendation
Order Processing, Stock Management, Promotions, Shipments
PLATFORM • Integration Services • B2B & Employee Application (Web & Mobile App) • Identify Management • Authentication and Authorization • Mobile • Big Data Objects • Data Management Tools • Data Modeling Tools
Fina
nce
IoT• Business Rules & Orchestration• Real-Time Event Processing• Rich Contextual Data at Rest
HOW TO BUILD A SINGLE VIEW OF A CUSTOMER
Knowledgbase
Marketing Cloud: The Extensible Platform
Unify DataBuild a single view of your customers, integrate data from any source, and make it actionable
Personalize JourneysTrigger timely, unique, and meaningful messages, based on real-time customer behavior
Engage Cross-ChannelDeliver relevant content on email, mobile, social, ads, and the web
Analyze EverythingMeasure the impact of your business and optimize every interaction
Create 1-to-1 customer journeys
Marketing Technology Landscape
1876 Companies
Doubled from
2014
Driving Partner Success since 2006
2010 2013201220112009200820072006 2014 2015
APPS
ON
THE
APPE
XCHA
NGE
1M Installs 3M+ Installs
1B+ Partner
RevenueIPO
