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The webinar will begin shortly
Listen via your computer speakers or on the phoneUK: +44 (0) 800 031 4738Access Code: 553-985-108
Brought to you by In association with
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
8
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
9
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
11
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
13
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
15
Welcome to the world of micro
16
Let’s talk definitions
17
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.
18
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.
19
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”
21
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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
1. You can give us your feedback
2. You can request your free copy of ’20 Habits of Truly Brilliant Presenters’
3. You can send a recording of the webinar to colleagues
3 Reasons to Complete the Exit SurveyThink Global, Target Local: The Micro World of Marketing