The End of Marketing … As You’ve Been Doing ItLoren McDonald, Marketing EvangelistTwitter: @LorenMcDonald

India will be the biggest retail market in the world to evolve in

the digital age.

Shift #1 Customer Power

From …

B2B and B2C

To …

C2B

81%

say they have a holistic view of the customers across

segments/channels

of customers stated that the average brand doesn’t understand them as individuals

78%

We often miss the target …

Home Décor pages

shopperdude@email.com

Loren

McDonald

shopperdude@email.com

oops

Welcome!

Generic Welcome Email

First email … “jackets”

Welcome!

Onboarding Email(s)

• Dynamic based on specific category items browsed

• 3-5 emails series

• Top

sellers/recommendati

ons

• Ends with “best offer”

Shift #2: Retention marketing increases

From …

Building brands

To …

Customer retention

Ever buy ski boots online?

21

57% Open rate

26% CTR

45% CTOR

Likelihood to churn scoring model

Subscriber

Activated their System

Annual Churn ~13%

Power User

Arms their home security system regularly

Annual Churn ~8%

Notification User

Receives text/email messages for alerts in their home

Annual Churn ~5%

Super User

Uses interactive services regularly

Annual Churn ~1%

Shift #3: Behavior + Automation

From …

Calendars

To …

Behaviors

While it works, a “broadcast”

approach is a “hope” strategy.

@LorenMcDonald

Traditional Marketing Behavioral MarketingIt’s all about “the plan”:Filling up the Calendar

It’s all about the customer:Acting like a great Concierge

4 per week 50 per day

"To me, photography is the

simultaneous recognition, in a fraction of a second, of the

significance of an event as well as of a precise organization of forms

which give that event its proper expression.”

Henri Cartier-Bresson

The Decisive Moment

You need to connect to everything

Customer Interactions

Mobile Events

Facebook Twitter Devices+

CommunitiesLocation

Retail

Blogs

SMS

SMS Call Center

Push Wearables Email

Shift #4: Mobile rules

From …

The Web

To …

Mobile

“India's Myntra to close website, go mobile only”

Mobile app: 80% traffic70% sales

2.3 times higher than tablet rate

68% of tablet rate vs 43% in 2013

Smartphones closing the gap- 2014 (US)

33% of tablet rate vs 28% in 2013

Desktop centricLots going on

Simpler, more mobile friendly

Responsive Design is One Approach

Desktop Mobile

Horizontal “sections”

Big, finger-friendly buttons

Payment alternatives

Add alternative payment process copy

Mobile app push notifications to reinforce email

Deliver consistent and reinforcing messaging across mobile channels to remind and entice consumers.

Shift #5: Creating value for the customer

From …

Selling

To …

Content

Spring Suiting 101: Tips on How to Dress

• Tips• Guide• Shop

• Tips• Guide• Shop

• Tips• Guide• Shop

• Tips• Guide• Shop

Shift #6: Contextual marketing

From …

Omni-channel

To …

Context

How many channels can we use to reach our customers?

Are you ready to jump in?

Thank You!

Questions?

Loren McDonald

@LorenMcDonald