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How to reach maturity in Digital Marketing – from Newsletters to omni-channel customer experience

Julia Touzin, Marketing Consulting International25th May 2016

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1. Introduction2. La maturité en marketing digital3. Déliverabilité et contenu4. Personnalisation5. Trigger marketing6. Marketing Contextuel et Omnicanal

What we will cover?

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Customer

© 2016 Teradata

Challenge for marketeers: Doing more with same resources?

Digital Marketer

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Best Practices to increase Digital Maturity

5Customer Experience

Data integration and usage

Planned campaigns

Trigger based

campaigns

Omni-channel

experience

Content personalizati

on

Context aware

engagements

Increase opt-ins

and data

© 2016 Teradata

Digital Marketing Maturity Matrix

6Customer Experience

Data integration and usage

© 2016 Teradata

Regular Newsletter to Customers

Digital Marketing Maturity Matrix

Planned campaigns

7Customer Experience

Data integration and usage

© 2016 Teradata

Regular Newsletter to Customers

Digital Marketing Maturity Matrix

Planned campaigns

8 © 2016 Teradata

Sources : Google trends, Techtimes.com

Make sure the Email arrives at the inbox

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Pixel artText Tags + Tables

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Engaging email content even without images

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© 2016 Teradata

Interactive content

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and

Source : Movable, chiffres USA

Content adapted to newest devices 68% of commercial emails have

been opened on a mobile device in 2015. Revenues generated on mobiles devices make over

25% of all email revenues email

30% of email generated orders in Q4 2015

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and

Source : Movable, chiffres USA

Content adapted to newest devices 68% of commercial emails have

been opened on a mobile device in 2015. Revenues generated on mobiles devices make over

25% of all email revenues email

30% of email generated orders in Q4 2015

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Matinale Digital Marketing – Paris, 17 mars 2016

Eyetracking – Simulate visual impact

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Which headline position performs better?

Which photo & inforace position performs better?

Which shop position performs better?

A/B testing Version A Version B

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2 2

3

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Performance of new navigation & social

button position

Performance of new headline &

personallization

Performance of new photo design

Performance of new inforace design

(animated)

Performance of new social module

Performance of new footer navigation

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© 2016 Teradata

Customer Experience

Data integration and usage

Collect contact data and individual information of target

audience

Digital Marketing Maturity Matrix

Planned campaigns

Increase opt-ins

and data

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Improve registration process

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• Objective: Build up direct relationship to target audience

• Gain their contact opt-in and additional data on preferences etc.

• Start regular communication to new contacts with relevant information

© 2016 Teradata

Increase the number of new contact addresses to start relevant direct communication

Barbour success case:• Barbour generated 49.700 new email

addresses from their target group and 450.000 clicks to its website in one month

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© 2016 Teradata

Customer Experience

Data integration and usage

Using customer profile information

to increase relevancy

Digital Marketing Maturity Matrix

Planned campaigns

Content personalizati

onIncrease opt-ins

and data

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© 2015 Teradata

Personalize content based on what you know about the individual

• Marriott wanted to do something that had a more personal touch for their loyalty program members

• Decided to use the data they have on their members for the “Year in Review” campaign

• "Even though there was no call-to-action to go and do any booking, I think we generated $2 million worth of revenue off the campaign“

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© 2016 Teradata

Customer Experience

Data integration and usage

Offers based on customer behaviour,

driving engagement

Digital Marketing Maturity Matrix

Planned campaigns

Trigger based

campaignsContent

personalizationIncrease opt-

ins and data

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Customer Lifecycle Stages are one good source for triggers

Source: Forrester, Customer Life Cycle

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1. Abandoned Shopping cart

2. Follow-up/ New product surfed / clicked

3. Cross-sell post-purchase

4. Category view / clicked + Follow-up

5. Welcome pack

6. Weekly News

Incremental revenue / Effort for set-up

Trigger £$€ Drivers Relationship building Triggers

1. Transactional Message

2. Stock alerts / price drop - Wish list

3. Message declared interests

4. Anniversary / Birthday

5. Re-activation

Triggers messages priority

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© 2016 Teradata

Intensify relationship around transaction / usage time of the product

▪Starts 15 weeks before travel date

▪6 messages sent

▪Open rate >40%▪Click rate: >30%

“80% of additional activities are now booked prior to the trip“

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© 2016 Teradata

Customer Experience

Data integration and usage

Taking into account current

behaviour and

context (e.g.

location, mood, click behaviour)

Digital Marketing Maturity Matrix

Planned campaigns

Trigger based

campaignsContent

personalization

Context aware

engagements

Increase opt-ins

and data

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© 2016 Teradata

Identifying individual context from data insights is key

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© 2016 Teradata

Take into account the „Moment“ of the user when opening the email

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© 2016 Teradata

Customer Experience

Data integration and usage

Consistency between all channels & messages across all

touchpoints, based on customer

profile and context

Digital Marketing Maturity Matrix

Planned campaigns

Trigger based

campaigns

Omni-channel

experience

Content personalizati

on

Context aware

engagements

Increase opt-ins

and data

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Permission

Welcome

Browse

Abandon

Cross-sell

Winback

Review

Channel Conversion

Alert

Repurchase

Customer service

Survey Dynamic offers

Recommendation

Transactional

Brand awarenes

s

Sign-on

Unknow to

known

Promotions

© 2016 Teradata

Choosing the best channel for each message

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© 2016 Teradata

Drive mobile app usage and engage mobile first users

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Get your customers signed up for digital communication through SMS from the offline store

© 2016 Teradata

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Retarget specific segments from your contact base on Facebook

© 2016 Teradata

Matched Targets

Email contact listYour Data Facebook

People you know on Facebook

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Multi-step and multi-channel approach to increase engagement of campaigns

Promotion

campaign

© 2016 Teradata

Inbox?

Open? Click?

Promotion

campaign

yes

no

Promotion

campaign

no

Re-targeting

no

Remainder after x days

yes

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Data integration and usage

© 2016 Teradata

Digital Marketing Maturity Matrix

Planned campaigns

Trigger based

campaigns

Omni-channel

experience

Content personalizati

on

Context aware

engagements

Increase opt-ins

and data

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© 2014 Teradata

Relevance

Personal

Individual experience

Automation

Data-driven

Profitable relationships

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© 2016 Teradata

What’s next?

Get inspired with 7 Creative Email Marketing Campaign Ideas

(free white paper)